Best Free Tools to Track Website Speed and SEO Performance (2025 Guide)

Website performance is more than just fast load times. It’s a core component of user experience, SEO success, and conversion rate optimization. In 2025, with Google’s algorithm updates increasingly focused on page speed and core web vitals, monitoring your website’s performance is essential for boosting traffic and sales.

Fortunately, there are several free tools for SEO and speed that offer deep insights into how your website is performing and where you can improve. Whether you’re a solo creator, marketer, or developer, these tools help you make data-driven decisions to optimize your site.

Website speed test tools are an essential part of tracking your website SEO performance. You should also use other free site health checkers to measure site performance.

At CertiPro, we’re experts in all things related to eCommerce. That includes Sage eCommerce integrations, Magento website maintenance, and SEO. We can help you build, redesign, optimize, or maintain your eCommerce site to deliver optimal performance and drive higher search engine rankings, traffic, and conversions.

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Key Takeaways

• Website speed and SEO performance are deeply connected and slow-loading sites can harm both rankings and user experience.
• Google PageSpeed Insights offers a fast, reliable way to assess your site’s Core Web Vitals and mobile/desktop performance.
• GTmetrix provides a detailed breakdown of page loading times and resource bottlenecks through visual tools like waterfall charts.
• Google Search Console helps monitor technical SEO issues, indexing problems, and Core Web Vitals over time.
• WebPageTest is ideal for advanced users who want multi-location, multi-device testing and granular speed metrics.
• Ahrefs Webmaster Tools offers a free technical SEO audit and backlink monitoring, making it valuable for overall SEO health.
• Chrome DevTools enables real-time performance debugging and JavaScript profiling for front-end issues.
• Website speed test tools help you prevent lag and measure site performance.
• Technical SEO analysis tools help you detect and fix technical issues that are harming SEO.
• Using a combination of these free tools gives you a 360° view of your website’s performance and SEO effectiveness without the need for a premium subscription.

Table of Contents

1. Why Website Speed and SEO Performance Matter in 2025
2. What to Look for in a Website Performance Tool
3. Top Free Tools to Monitor Website Speed
4. Best Free SEO Tools to Track Site Health and Visibility
5. How to Combine Speed and SEO Data for Better Optimization
6. Tips for Getting the Most Out of Free Performance Tools
7. Building an SEO-Healthy, Fast Website in 2025
8. What We Can Do For You
9. SEO FAQs

Why Website Speed and SEO Performance Matter in 2025

In 2025, website speed and SEO performance are more intertwined than ever. With Google continuing to prioritize user experience as a ranking factor, a fast, well-optimized site is essential for visibility and conversions.

While keywords are still an essential part of SEO and creating a good experience, technical issues and web speed also have a huge impact on the user experience. Read on to learn about free SEO audit tools and free site health checkers that will help you optimize your website.

SEO Depends on Technical Health

Slow-loading pages lead to higher bounce rates and lower engagement. According to industry data, a 1-second delay in page load time can reduce conversions by up to 20%. Fast sites keep users engaged and drive conversions.

Popular search engines like Google and Bing factor in technical website performance when determining rankings. Even high-quality content can struggle to rank if your site is slow or poorly optimized. Google monitors technical aspects such as Core Web Vitals, mobile usability, and crawl efficiency when evaluating website performance.

Google’s continued emphasis on page experience metrics and AI-powered search (like SGE) means that performance and usability are now baseline expectations, not competitive advantages. Sites that load quickly, respond smoothly, and provide clean code structure are more likely to rank well and retain traffic.

That’s why technical SEO analysis tools have become an increasingly important part of assessing overall SEO health.

What to Look for in a Website Performance Tool

Not all website performance tools are created equal. In 2025, with increasingly complex websites and evolving SEO requirements, it’s important to choose tools that offer both technical insights and actionable recommendations. There are many free SEO audit tools available to help boost your website performance.

You can choose from multiple free tools for SEO and speed to help optimize your website performance.

We recommend choosing tools that measure metrics including Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These are all critical indicators of real-world user experience and core components of Google’s ranking signals.

• Largest Contentful Paint – LCP measures the time it takes for the largest visible content element on the page to load. This might include an image, a video, or a large block of text in the viewport. This is important because the largest element often takes the most time to load.
• First Input Delay – FID is the time (in milliseconds) between a user’s first interaction with your site and the browser’s response to that interaction. Examples of interactions include clicking a button, tapping a link, or selecting an option from a dropdown menu. A high FID score results in lag, making your website feel unresponsive or broken.
• Cumulative Layout Shift – CLS measures how much visible content shifts unexpectedly while a page is loading. If elements move around, it can be frustrating for users.

You should evaluate your website performance on different devices and screen sizes, such as smartphone, tablets, and laptops. Many search engines including Google prioritize sites with responsive design and good mobile performance. Mobiles devices account for more than 47.3% of U.S. traffic, according to industry sources.

While desktop traffic still beats mobile in terms of traffic, the growing trends in mobile usage and the rise of mobile-only homes (households that only use the internet on mobile devices), make mobile-first optimization a critical strategy in the eCommerce space.

How to Measure Website Speed

It’s important to use tools that measure website speed and break down speed-related data so you can pinpoint issues that are slowing down your website. We recommend using tools that measure Time to First Byte (TTFB), Total Block Time (TBT), and First Contentful Paint (FCP).

• Time to First Byte – TTFB measures how long it takes for a user’s browser to receive the first byte of data from your web server after making a request. It’s one of the first indicators or server responsiveness.
• Total Block Time – TBT measures how long your website’s main thread is blocked and unable to respond to user input during page load. A high TBT score results in a website that feels unresponsive or slow.
• First Contentful Paint – FCP measures how quickly the first visible content appears on a user’s screen after they navigate to a page. It’s one of the first signs that a page is starting to load and respond.

Actionable Recommendations & Insights

We recommend using SEO tools and SEO metrics that provide actionable recommendations and SEO health insights. Data isn’t useful unless it’s actionable and you know what steps to take to resolve any potential website performance issues.

Top Free Tools to Monitor Website Speed

Page speed directly impacts user experience, bounce rates, and SEO rankings. Fortunately, several free tools make it easy to monitor how fast your website loads and what’s slowing it down. These are the top website speed monitoring tools that we recommend:

1. Google PageSpeed Insights – PSI scores your website pages on performance, accessibility, best practices, and SEO. It provides speed scores for your pages on mobile and desktop as well as practical recommendations for boosting website speed.
2. GTmetrix – GTmetrix offers a comprehensive look at page performance, including visual load timelines and video playback. It’s especially useful for diagnosing which elements are slowing down your site.
3. Google Search Console  – While GSC isn’t a speed-testing tool, it provides you with critical performance data related to organic search.
4. WebPage Test – WebPage Test allows you to test your site from multiple locations and on various devices and browsers. It provides advanced metrics like Time to First Byte (TTFB) and Largest Contentful Paint (LCP).
5. Ahrefs Webmaster Tools – While AWT isn’t a speed-testing tool, you can use it to uncover technical SEO issues that could impact overall site performance and visibility.

Best Free SEO Tools to Track Site Health and Visibility

Improving your site’s speed is just one part of SEO success. You also need tools that help you monitor technical SEO, keyword rankings, crawl errors, and overall visibility. These free tools are essential for understanding and improving your site’s health and performance in search engines.

1. Bing Webmaster Tools – This tool is similar to Google Search Console, only it provides insights into your website’s performance on Bing. You can use it to check SEO reports, performance scans, keyword performance, and more.
2. Screaming Frog SEO Spider (Free Version) – You can use this desktop application to crawl up to 500 URLs. The tool provides a free, detailed audit of on-page SEO elements, metadata, redirects, and more.
3. Ubersuggest (Free Tier) – You can use this simple, easy beginner’s tool for keyword research, traffic estimates, and basic site audits.

How to Combine Speed and SEO Data for Better Optimization

While website speed and SEO are often treated separately, the best-performing sites in 2025 integrate both to improve user experience and search visibility. Combining insights from both areas allows for smarter, more holistic optimizations.

You can combine findings from GSC’s Core Web Vitals and PageSpeed Insights to monitor metrics like CLP, CLS, and INP. Look for patterns between drops in rankings and slow-loading pages. We recommend prioritizing optimization on high-traffic pages that struggle with speed issues.

Run both technical and speed audits and then combine the results, allowing you to identify overlapping issues identified by both audits. Fixing items that hurt both SEO and speed will boost website optimization and double the impact of your website fixes.

We also recommend creating an optimization priority list. First, focus on improvements that address both performance and visibility, and then focus on issues that impact only speed or SEO.

Typically, we advise our clients to categorize issues based on how they affect:

• Speed Only
• SEO Only
• Both Speed and SEO

We recommend that clients use a combination of multiple different tools, such as Google Analytics, GSC, and Speed Measuring Tools to get the best insights into what needs to be optimized to deliver a better user experience and higher search engine rankings.

Tips for Getting the Most Out of Free Performance Tools

Free website performance tools are powerful, but their value depends on how well you interpret and act on the data. Don’t treat speed and SEO as one-time fixes. Set a recurring monthly or quarterly review using the tools listed in this guide. This helps ensure that your website remains fast, visible, and competitive as search algorithms and user expectations evolve.

Here are some practical tips to help you maximize insights and improve your site speed and SEO health:

1. Test Both Mobile and Desktop Performance – It’s important to track how your website performs across multiple devices. Website responsiveness and mobile performance are both key metrics that popular search engines use to determine search engine rankings. Mobile performance tests often uncover issues like slow-loading images or oversized scripts that desktop tests might miss.
2. Use Multiple Test Locations – We recommend that you test your website performance across multiple devices, browsers, and locations. Tools like GTmetrix and WebPageTest let you simulate visitors from different parts of the world. Geographic distance affects load speed, so a site that performs well in one location may perform poorly in another. This type of testing is particularly important if some of your customer base is international.
3. Run Tests at Different Times – Server performance and network conditions vary throughout the day. Testing at multiple times helps identify if issues are consistent or tied to peak traffic periods.
4. Pay Attention to Core Metrics – Focus on high-performing metrics such as LCP, INP, CLS, and TTFB.
5. Fix the Basics First – Start with simple, high-impact fixes including compressing and resizing images, minimizing unused JavaScript and CSS, enabling browser caching and server-side compression, and using a content delivery network (CDN).
6. Track Changes Over Time – We recommend saving past audits or using tools that track performance history over time. It’s important to compare results before and after optimizations to see what’s working and what isn’t.
7. Don’t Obsess Over 100% Scores – Getting a perfect score is not always realistic. Some performance issues may be beyond your control. Your focus should always be on real-world performance and usability, not metrics.

Building an SEO-Healthy, Fast Website in 2025

In 2025, simply having a website isn’t enough. You need one that loads quickly and ranks well. To stay competitive, brands must build sites with both technical SEO and performance optimization baked in from the start. This includes choosing the right CMS and hosting provider to meet the needs of your website, building with mobile-first and other Core Web Vitals in mind, streamlining your code and design, and using SEO-ready site architecture.

A truly high-performing site in 2025 isn’t just fast or just optimized for search. It’s optimized for both. Combining technical efficiency with smart SEO ensures your site meets modern standards and delivers results.

What We Can Do For You

At CertiPro, our expert eCommerce team will take the lead in crafting an SEO plan that’s perfectly tailored to meet the needs of your business, driving traffic and higher sales.

Contact us today to grow your business.

SEO FAQs

What is the best free tool to check website speed in 2025?

Google PageSpeed Insights remains the go-to free tool. It provides both mobile and desktop speed scores, Core Web Vitals data, and specific improvement tips. For deeper technical analysis, GTmetrix and WebPageTest are excellent complementary tools. Track website SEO performance using these and other tools such as WebPageTest, Core Web Vitals reports, and more.

What are the best website performance tools 2025?

Here are some of the best website performance tools for 2025, combining speed analysis, Core Web Vitals monitoring, and SEO insights:

• Google PageSpeed Insights
• GTmetrix
• WebPageTest
• Lighthouse
• Pingdom Tools
• Core Web Vitals
• Cloudflare

What are the best free website speed checkers?

If you’re doing Google searches for basic phrases like, “website speed checker free” or “best free SEO tools 2025,” don’t worry, we are here to help.

Here are some of the best free website speed checkers available in 2025, each offering unique features to help you analyze and improve performance:

• Google PageSpeed Insights
• GTmetrix
• WebPageTest
• Lighthouse
• Pingdom Tools

How do website speed and SEO impact each other?

Site speed affects user experience and bounce rates, which in turn influence search engine rankings. Google uses Core Web Vitals (like LCP and INP) as ranking signals, making speed optimization critical for SEO success. Using tools like Core Web Vitals will help you track website SEO performance. We recommend using website speed test tools to track website speed.

What are Core Web Vitals, and why do they matter for SEO?

Core Web Vitals are performance metrics that Google uses to evaluate user experience:

• LCP (Largest Contentful Paint): Loading speed
• INP (Interaction to Next Paint): Interactivity
• CLS (Cumulative Layout Shift): Visual stability

Improving these scores can boost your search visibility and engagement.

What are the top Core Web Vitals tools 2025?

Here are the top Core Web Vitals tools in 2025. These tools help you measure and improve the three key Google performance metrics: LCP, INP, and CLS.

• Google PageSpeed Insights
• Google Search Console – Core Web Vitals Report
• Chrome Lighthouse
• WebPageTest
• CrUX Dashboard
• Treo Site Speed

Can I track mobile vs. desktop performance separately?

Tools like PageSpeed Insights and Search Console provide separate data for mobile and desktop performance. Since most users now browse on mobile, optimizing both views is essential.

Which free SEO tools offer keyword tracking and site audits?

We offer these SEO tools to our clients looking for free keyword tracking and SEO site audits. Some are completely free, while others have free and paid tiers.

• Google Search Console: Keyword impressions, click-through rates, and site indexing
• Ahrefs Webmaster Tools: On-page and technical audits
• Ubersuggest: Keyword suggestions and basic site health reports

How often should I check my website’s speed and SEO health?

At a minimum, review performance monthly. For active sites or those running campaigns, a weekly check helps catch issues before they impact rankings or conversions. We recommend that you monitor both page speed and SEO.

To assess speed, you should use website speed test tools such as Google PageSpeed Insights, GTmetrix, and more.

What’s the difference between lab data and field data in performance reports?

Lab data and field data both provide valuable insights on overall website performance. We recommend that you use both when evaluating overall site performance and health.

Here’s the difference between lab data and field data:

• Lab Data: Lab data involves simulated performance results under controlled conditions, like Lighthouse tests.
• Field Data: Field data involves real-world user data collected from users and categorized using tools like Google Analytics and Core Web Vitals.

Are free tools accurate enough, or do I need to pay for better results?

Free tools offer highly reliable data, especially those from Google. Paid tools offer more advanced features, historical tracking, and competitive insights, but they aren’t always necessary unless you’re managing large or complex sites. The most important thing is to make sure that you pick the right tools or plan for your business to monitor page speed and SEO.

What’s the best way to improve website loading time?

Improving website loading time requires a mix of technical optimization and best practices in design and development. These are our top tips for how to improve website loading time or speed up your site in 2025:

• Optimize images
• Minimize and Defer JavaScript
• Use a Content Delivery Network (CDN)
• Enable Browser Caching
• Reduce Server Response Time (TTFB)
• Minify CSS and HTML
• Lazy Load Images and Videos
• Implement GZIP or Brotli Compression
• Limit Third-Party Scripts
• Measure & Monitor with Performance Tools

How to test SEO performance?

You might be wondering “how to test SEO performance” or “the best way to test SEO performance.” Testing SEO performance involves analyzing how well your site ranks, including how much traffic it gets and how well it meets technical and content-based SEO standards.

We typically recommend that clients use a variety of tools to regularly monitor SEO performance and make changes as needed.

How to test SEO performance:

1. Check Keyword Rankings
2. Monitor Organic Traffic
3. Audit Technical SEO
4. Evaluate Core Web Vitals & Page Speed
5. Check Mobile-Friendliness
6. Analyze Backlinks
7. Review On-Page SEO
8. Check Indexing Status
9. Measure Engagement Metrics

What’s the difference between Google PageSpeed Insights vs GTmetrix?

Google PageSpeed Insights and GTmetrix are both popular tools used for website performance testing. We often recommend that clients use both.

However, if you would like to better understand the differences between Google PageSpeedInsights vs GTmetrix, please see our table below.

Feature	Google PageSpeed Insights	GTmetrix
URL	pagespeed.web.dev	gtmetrix.com
Data Type	Lab + Field (CrUX data from real users)	Lab data simulated via Lighthouse
Core Web Vitals	Yes (LCP, INP, CLS)	Yes (LCP, INP, CLS, via Lighthouse)
Performance Score	Based on Lighthouse & real-user data	Based on Lighthouse & additional GTmetrix metrics
Waterfall Chart	No	Shows request-by-request load timeline
Device & Location Options	No customization, but provides mobile & desktop simulations	Yes, can choose region & device with the free account
Historical Data	No, provides current snapshots only	Yes, free account stores historical test data
Speed Index & TBT	Yes	Yes
Optimization Suggestions	Provides very detailed optimization suggestions	Provides more technical options
Ease of Use	Very beginner-friendly	Beginner-friendly, but more detailed options
Best For	Quick SEO + UX performance checks using real-world data	Deep dive into speed bottlenecks with visual debugging