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What are the pros and cons of using free vs paid technical SEO audit tools?

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If you want to improve your website's performance, visibility, and user experience, you need to conduct regular technical SEO audits. These audits help you identify and fix issues that affect your site's crawlability, indexability, speed, security, and accessibility. But how do you choose the right tools to perform these audits? There are many free and paid options available, each with its own pros and cons. In this article, we'll compare some of the benefits and drawbacks of using free vs paid technical SEO audit tools and help you decide which ones suit your needs and budget.

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Umair Malik

Digital Marketing Specialist helping companies optimize their Organic(content + technical SEO) and Paid Media channels,…

1 Free SEO audit tools

Free SEO audit tools are widely available online and can provide you with a quick and easy way to check some of the basic aspects of your site's technical health. For example, you can use free tools to test your site's loading speed, mobile-friendliness, HTTPS status, broken links, duplicate content, and meta tags. Some of the advantages of using free tools are that they are accessible, simple, and cost-effective. However, some of the disadvantages are that they are limited, unreliable, and inconsistent. Free tools often have restrictions on the number of pages, domains, or reports you can scan, and they may not cover all the technical factors that affect your site's SEO. Moreover, free tools may not be updated regularly, may provide inaccurate or outdated data, and may vary in quality and functionality depending on the source.

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Katerina Lebedeva

Online Marketing, SEO, Website Design
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Free SEO tools are typically not consolidated in a single location, and as such, users are compelled to create multiple accounts across various services and access each tool individually. This process can be inconvenient and time-consuming.

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Kundan Srivastava

Product & SEO Leader - B2B and B2C Products at IndiGo Airlines (6E) ? | Building Flights & Hotels | Rank #13 in SEO India by Favikon | Mentor of Change, NITI Aayog (Govt. of India) | Karmaveer Chakra awardee by the UN
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Pros of paid SEO tools: 1. Advanced features and functionality 2. More accurate data and analysis 3. Comprehensive reporting and insights 4. Dedicated customer support Cons of paid SEO tools: 1. Cost factors Pros of free SEO tools: 1. Costless 2. Basic features and functionality 3. Basic reporting and insights Cons of free SEO tools: 1. Lack of advanced features and functionality 2. Lack of data accuracy and analysis

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2 Paid SEO audit tools

Paid SEO audit tools are professional software or platforms that offer more comprehensive, advanced, and reliable features and functions to perform technical SEO audits. For example, you can use paid tools to analyze your site's architecture, sitemaps, robots.txt, canonicals, redirects, schema markup, structured data, core web vitals, and more. Some of the benefits of using paid tools are that they are thorough, accurate, and consistent. Paid tools can scan your entire site, provide detailed and actionable reports, and monitor your site's performance over time. Furthermore, paid tools are usually updated regularly, follow the best practices and standards of SEO, and offer customer support and guidance. However, some of the drawbacks are that they are expensive, complex, and overwhelming. Paid tools often require a significant investment, a learning curve, and a dedicated team or expert to use them effectively and efficiently. Additionally, paid tools may provide too much information, which can be confusing or distracting if you don't know how to prioritize or interpret it.

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Katerina Lebedeva

Online Marketing, SEO, Website Design
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In my opinion, paid tools are only good for experienced SEO Specialists, in this case, there would be nothing complex, overwhelming, confusing, or distracting.

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3 How to choose the best SEO audit tools

When choosing the best SEO audit tools for your website, there is no definitive answer; it depends on your goals, resources, and preferences. Consider the size and complexity of your site, the frequency and scope of your audits, the budget and expertise of your team, and the features and functions of the tools. For example, if you have a large, dynamic, or multi-lingual website, you may need more comprehensive tools to audit it properly. If you want regular and in-depth audits, reliable and consistent tools may be beneficial. If you have a limited budget or a small or inexperienced team, user-friendly tools may be ideal. And if you have specific needs or preferences, look for tools that offer features that match your expectations.

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Umair Malik

Digital Marketing Specialist helping companies optimize their Organic(content + technical SEO) and Paid Media channels, increasing their online traffic and brand awareness.
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Not all SEO audit tools are the same. Pick the right combination of tools based on the purpose of your audit. Google Search Console helps identify your most important pages/queries that are ranking well. This helps with prioritization when fixing SEO issues. Use screaming frog for websites with less than 1,000 pages. Uncover issues that affect the discovery and crawlability of your important pages including on page issues. Larger websites can use semrush or Lumar. Evaluate crawl logs, internal linking, and mobile vs desktop issues. They help benchmark perfomance with health scores. Finally, ContentKing is the only solution that has real time auditing and issue alerting. It lets you find and fix issues before Googlebot catches them!

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4 Tips for using SEO audit tools effectively

Regardless of whether you use free or paid SEO audit tools, here are some tips to help you make the most of your technical SEO audits. It's wise to use a combination of different tools to gain a more complete picture of your site's health, and use them on a regular basis to monitor performance and identify new issues. When using the tools, prioritize and focus on the most important and relevant issues for your site. Don't rely solely on the tools' recommendations, but use them as a guide and apply your own judgment when making decisions. Technical SEO is an ongoing process that requires constant monitoring and maintenance, so it's important to follow a plan and timeline that aligns with your goals and resources.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the pros and cons of using free vs paid technical SEO audit tools?

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1 Free SEO audit tools

2 Paid SEO audit tools

3 How to choose the best SEO audit tools

4 Tips for using SEO audit tools effectively

5 Here’s what else to consider

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