Free SEO tools, built
because everyone else got
too expensive.

How our tools actually work

Every score Searchlab shows you is computed live from the page you submit, at the moment you submit it. Nothing is cached from a third-party index and nothing is estimated when a real measurement is available. Where a number is modelled rather than measured, we label it as modelled rather than dressing it up as data.

Where the data comes from

• Page and speed metrics come from the Google PageSpeed Insights API, the same Lighthouse engine Google publishes.
• On-page signals (titles, meta, headings, images, links, schema) are parsed directly from the live HTML of the URL you enter.
• Domain and DNS data comes from public WHOIS and DNS records.
• Authority scores are third-party estimates, clearly labelled as such. Google does not use them, and neither should you as a target.
• Search position data, where shown, comes from live SERP lookups and is affected by location and personalisation.

Our editorial standards

The guides attached to each tool are written by the people who build the tools, and they follow four rules:

• If something cannot be measured for free, we say so instead of inventing a number.
• We do not recommend tactics that violate Google's spam policies, even when they work short term.
• Guidance is updated when Google's documentation or observed behaviour changes, not on a content calendar.
• We state plainly when the honest answer is "it depends" or "nobody outside Google knows".

What we will not do

We do not sell backlinks, we do not gate results behind an email, and we do not claim certifications or partnerships we do not hold. If a tool is limited by a free data source, the limit is stated on the page rather than hidden behind an upgrade prompt.