Eight free tools for SEO ROI modelling, AEO readiness scoring, E-E-A-T auditing, meta description checking, schema markup generation, content decay detection, robots.txt and hreflang. No account. No paid plan. Built from the same processes I use with clients.
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Category 01
Tools that quantify your SEO performance and content quality — projecting ROI, scoring AI search readiness, and auditing E-E-A-T signals against Google's quality rater framework. Use these to build data-backed SEO strategies, set realistic targets, and identify which pillars need the most attention.
Model the revenue impact of organic search growth before committing the budget. Input your current search traffic, average conversion rate, and target keyword positions to project potential uplift. Useful for building a business case for SEO investment or presenting to senior stakeholders who want to see the numbers before approving spend.
Use Tool →Score any web page against AEO and AI search criteria. Checks for structured data coverage, FAQ markup, entity richness, and citation-ready definitions — the signals that determine visibility in Google AI Overviews, ChatGPT, and Perplexity. One of the only free tools built specifically around Answer Engine Optimisation criteria rather than traditional SEO metrics.
Use Tool →Audit your site against Google's E-E-A-T framework — Experience, Expertise, Authoritativeness, and Trustworthiness — and identify which signals are weak or missing. Ten targeted questions across all pillars. Results include a pillar-by-pillar breakdown and prioritised action list. Built on the same framework behind a full AI Visibility Audit.
Use Tool →Category 02
Tools that inspect and generate the technical and content signals that determine how search engines understand and rank your pages: meta tags, structured data, crawl access, international targeting, and the content decay patterns that suppress rankings over time. These sit alongside a full technical SEO audit rather than replacing one.
Audit title tags and meta descriptions for character limits, keyword inclusion, and click-through potential in search engine results. Meta tags are one of the highest-leverage, lowest-effort on-page improvements available — getting them right is table stakes for any on-page SEO programme targeting competitive positions.
Use Tool →Generate valid JSON-LD structured data for any page type — FAQPage, Product, Article, LocalBusiness, BreadcrumbList, Person, and more. Questionnaire-based: select your page type, tick what's on it, and get complete, paste-ready structured data output. The foundation of SERP rich results and AI search citations — with no manual JSON-LD required.
Use Tool →Identify pages losing organic traffic and rankings over time so you can prioritise refresh work before the decline compounds. Content decay is one of the most common causes of stagnating organic performance — and one of the least-monitored. Pairs directly with the Content Refresh Programme for a systematic recovery process.
Use Tool →Build a robots.txt with the AI bot presets already filled in, then test any URL against it the way Google's own parser reads it. Every crawler token is verified against the operator's documentation and grouped by what blocking it actually costs you, and the Shopify version keeps the platform defaults instead of overwriting them. The same crawl-access check I run inside every technical SEO audit.
Use Tool →Generate hreflang tags as HTML, an XML sitemap or an HTTP header, with every language and country code validated against the ISO lists Google reads. Paste a live set or a sitemap and it finds the missing return links, self-references and cross-language canonicals that get hreflang ignored. Built for the market-launch work behind Shopify international SEO.
Use Tool →If you're looking for a structured programme — technical SEO auditing, AI visibility strategy, and a full content programme built around your business — my productised services cover the whole stack.
Most SEO software is built to justify a monthly subscription fee. The result is bloated dashboards, steep learning curves, and tools that try to do everything at the cost of doing any single thing brilliantly.
These eight tools take a different approach. Each one is built around a specific task: modelling SEO ROI, scoring a page for AEO readiness, generating clean structured data, auditing E-E-A-T signals, checking meta descriptions, detecting content decay, building and testing a robots.txt that keeps AI crawlers on your terms, or generating and checking hreflang tags. Fast, focused, and built from the same processes I use in client SEO work every day.
They sit alongside Google Search Console and Google Analytics rather than replacing them, surfacing insights in the areas where those platforms fall short. No E-E-A-T audit in Search Console. No AEO readiness score in Analytics. No structured data generator built into your CMS. No robots.txt tester in Search Console since Google retired it in 2023. That's the gap these tools fill.
Built by a Practitioner
I'm Graeme Whiles, an independent SEO consultant and AEO strategist based in Leeds, UK. I've spent over a decade building organic search programmes for growth-stage brands — from scaling Originality.ai from 278K to 1.18M organic monthly sessions, to building a technical SEO and content strategy programme for 6sense that generated 57.5M impressions in six months.
These tools are built from the same processes I use in paid client work every day: the AEO scoring criteria, E-E-A-T assessment framework, structured data generators, crawl-access and hreflang checks, and content decay analysis methods that underpin every engagement I run. They're stripped back and browser-based, designed for fast, focused use without the overhead of full-scale SEO software.
Client Results
"Graeme has been a fantastic content strategy partner who has helped Originality continue to grow into one of the industry-leading AI detection software tools, with excellent exposure across Google, LLMs, and Socials."Jon Gilham, Originality.ai
These tools are genuinely useful for quick audits, one-off checks, and solo SEO work. But there's a ceiling on what a browser-based free tool can do compared to a full-scale SEO and AEO programme.
If you're working on a complex technical migration, building an AEO strategy across a large content library, recovering a site hit by a core update, or dealing with significant content decay at scale — that's when a Technical SEO Audit, Content Refresh Programme, or AI Visibility Audit makes more sense than a free tool.
I offer a free SEO audit to help you work out which approach is right for your situation.
Yes, all eight tools on this hub are completely free. There are no paid plans, account requirements, trial periods, or data limits. They are built as a public resource for SEO professionals, in-house content teams, and marketing agencies who need fast, focused optimisation tools without the learning curve of enterprise software like Ahrefs or SEMrush.
AEO — Answer Engine Optimisation — is the practice of structuring content so it gets cited, quoted, or surfaced by AI-powered search tools, including Google AI Overviews, ChatGPT, and Perplexity. Traditional SEO focuses on ranking in search engine results pages. AEO extends that by optimising for AI search, where structured data, FAQ markup, entity coverage, and citation-ready definitions become primary ranking signals. The AEO Readiness Score and Schema Markup Generator on this hub are built specifically around AEO criteria.
Content decay is the gradual loss of organic traffic, rankings, and click-through rate that affects most pages over time — caused by increased competition, outdated information, shifting search intent, or accumulated technical issues. It's one of the most common causes of stagnating organic performance, and one of the least-monitored. The Content Decay Detector flags pages losing ground so you can prioritise refresh work on the content most worth saving. The Content Refresh Programme is the service-level solution for recovering pages at scale.
No. All eight tools are standalone and don't require integration with Google Search Console, Google Analytics, or any third-party platform. The Content Decay Detector and SEO ROI Calculator work best when you reference your own performance data, but all tools function fully without platform integrations.
Premium SEO software like Ahrefs and SEMrush provides deep keyword data, backlink analysis, domain authority tracking, and rank tracking at scale, and they remain the industry standard for full-scale performance monitoring. The GWContent tools are designed for specific, focused tasks: scoring AEO readiness, generating clean structured data, auditing E-E-A-T signals, modelling SEO ROI, checking meta descriptions, detecting content decay, building and testing robots.txt, and generating and checking hreflang. They complement tools like Ahrefs. They don't replace them.
Yes. All GWContent tools are designed with SEO professionals and marketing agencies in mind — there are no restrictions on using them for client work across multiple sites or in multiple locations. They're particularly useful as quick audit and validation tools alongside a client's main SEO software stack.
No. Both run entirely in your browser on text you paste, so nothing you enter is sent anywhere and you can check a file before it goes live. The robots.txt tester follows the matching rules in Google's open-source parser, and the hreflang checker reads a page's HTML or a whole sitemap to confirm every version links back to every other one. For what is live right now, use the robots.txt report in Search Console or a crawler such as Screaming Frog alongside them.
I work with a small number of clients each quarter on SEO and AEO strategy. The most common starting points are a Technical SEO Audit, an AI Visibility Audit, or a free SEO audit to establish where the biggest opportunities are. I also publish regular insights on technical SEO, AEO, and content strategy on the GWContent blog.
I work with a small number of clients each quarter on SEO strategy, AEO programmes, and content that ranks. If you're serious about organic growth — let's talk about what's actually possible.
