01The non-negotiable checks are few
Google’s technical requirements come down to three things: Googlebot isn’t blocked, the page returns HTTP 200, and it has indexable content [1]. Any audit, cheap or not, has to verify these on every page.
Beyond that, an audit follows how Google processes pages, crawling then indexing then serving, so problems are fixed in the order they block each other [2].
02Free data from Google covers part of it
Search Console’s Page indexing report shows which of your URLs Google indexed and why others were excluded [3]. PageSpeed Insights reports Core Web Vitals from real users [5].
What neither does is crawl every page on demand and list each broken link, redirect and canonical with its source page. That gap is what a paid audit fills.
03Software or an agency
Google’s guidance on hiring an SEO suggests asking for examples of past work, being wary of guarantees of rankings, and understanding exactly what will change on your site [4]. A tool gives you the findings; an agency or developer still has to make the fixes.
References
- [1]Technical requirements (Search Essentials) · Google Search Centraldevelopers.google.com/search/docs/essentials/technical
- [2]In-depth guide to how Google Search works · Google Search Centraldevelopers.google.com/search/docs/fundamentals/how-search-works
- [3]Page indexing report · Search Console Helpsupport.google.com/webmasters/answer/7440203
- [4]Do you need an SEO? · Google Search Centraldevelopers.google.com/search/docs/fundamentals/do-i-need-seo
- [5]About PageSpeed Insights · Google for Developersdevelopers.google.com/speed/docs/insights/v5/about