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17 Free SEO Tools For Site Audits

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17 Free SEO Tools For Site Audits

It takes the assistance of technology to analyze data, conduct research, validate code, and conduct other SEO site audit checks at scale.

The good news is that these tools don’t have to put your SEO budget into the red.

There are plenty of perfectly adequate, free SEO tools available to publishers and SEOs on a smaller scale. And many of these free tools give you access to the same functionality and data sources as the paid versions.

That means that once your needs have outgrown the free version, it’s an easy transition to the paid versions in order to continue on your journey of success.

In the meantime, check out this list of free tools you can use in site audits to get you started.

Free Content-Related SEO Tools

1. SEO Ngram Tool

While we don’t know which came first, the chicken or the egg, we do know that good content starts with understanding the keywords people use and why they’re using them.

The following free keyword tools will help put publishers on the path to top rankings.

A useful free SEO tool that was recently updated for 2022 is the SEO Ngram Tool that was developed by Ryan Jones, Vice President, SEO at Razorfish.

His SEO Ngram Tool helps you to better understand the keyword combinations that are most commonly used for searching.

Screenshot of SEO Ngram Tool Spreadsheet taken by author, January 2022

The tool also generates a search term relationship map, grouping the different search terms into a visual map that shows the base keyword terms (primary connections) and the search terms that are related to it.

Below is an animation showing the main keyword in the center.

Around the main keywords are the primary connections which are variations of the main keywords.

Connected to the primary connections are the keyword phrases that are related to the second-level keyword phrases.

So it's:
Main Level > Second Level Primary Connections > Third level keyword phrases

Animation of Search Term Relationship Map

The data can be downloaded to a CSV spreadsheet that shows word combinations that are frequently grouped together.

Ngram Primary ConnectionsScreenshot of Primary Connections taken by author, January 2022

2. Answer The Public

This is a highly popular tool, and it seems like everybody knows about it.

Nevertheless, it needs to be listed for those who haven’t yet heard about it because it’s a great tool.

The way Answer the Public works is you enter first your keyword phrase, and it will return a visualization map of popular keyword phrases that are divided by the kinds of questions, like who, what, where, when, and how.

Keyword Data Visualization by Answer the PublicScreenshot of Keyword Data Visualization taken by author, January 2022

A closeup of the ‘how’ section in the keyword data visualization:

Answer the Public Keyword VisualizationScreenshot taken by author, January 2022

Answer the Public also provides the keyword data in a spreadsheet format, conveniently organized by question type.

Screenshot of an Answer the Public SpreadsheetScreenshot of an Answer the Public Spreadsheet taken by author, January 2022

3. Ahrefs Free Keyword Tools

Ahrefs offers a multitude of free SEO tools that are worth exploring on their own. One of the tools that stands out is its Free Keyword Research Tool.

It also offers multiple keyword tools that provide 100 top keywords with associated keyword volume and what is represented as Amazon, YouTube, Bing, and Google for search.

Ahrefs commented on the sources of the information:

“Our free tools connect to the same database as our main tools.  The sources are as usual: Google Keyword Planner, clickstream, and data partnerships.”

Regardless of where the data comes from, the tool is a useful resource for generating article writing topics.

4. Siteliner

The free Siteliner duplicate content tool is a scanner provided by CopyScape (an anti-plagiarism service).

Siteliner’s top feature is its ability to identify pages within the site that have similar content. This makes it easy to spot opportunities for improving content.

It’s best for articles to feature content that is unique to each article.

Depending on how much content is similar, articles that share content can create a situation where Google may have to choose which page is more relevant and make one canonical.

Eliminating duplicate paragraphs across articles will help web pages differentiate themselves.

The scanner is limited to 250 pages. Nevertheless, it is useful to alert you to a possible problem with thin pages.

5. W3C Validator

The Worldwide Web Consortium publishes an HTML checker that also checks what the heading outline (H1, H2, etc.) looks like on a web page.

This is a really great tool for checking out how Google sees your web page or a competitor’s web page.

Tick the “Show Outline” option in order to see how your heading elements look to a search engine.

The results can be eye opening and reveal issues with your website template.

Select the Show Outline Box to see headings on a web page. Then, tick the box to show outline. The free HTML validator will show you what your heading tags look like to Google.

Screenshot of the W3C HTML Validator showing various options

The validator can sometimes choke on really bad HTML, but there’s a way to get around the coding errors.

Restart the process, but this time, check the More Options section and choose a document type. The heading checker will work, guaranteed.

W3C heading checker tool

Free SEO Website Crawler

6. Screaming Frog – Free For 500 URLs Or Less

Industry-leading site auditing software Screaming Frog offers a free version that’s perfect for auditing smaller sites that are under 500 URLs.

It’s a powerful way to crawl a site and learn if there are any problems.

Screaming Frog automatically provides information about your outbound links, internal links, your images, response codes that various pages give, and information about title tags, meta description tags, headings, images, and pretty much everything about a site that a publisher would want to check for site health and mistakes.

Screaming Frog allows you to set the user agent to emulate Googlebot, Bing, Chrome, and anything else you want in order to see how your site responds, providing a true insight into how the search engines and users are encountering your website.

7. Netpeak Spider

Netpeak Spider is another crawling tool that has a generous free version that can crawl up to 100,000 URLs.

The tool provides data on over 80 SEO-related issues and checks on over 100 technical website issues.

It also has other functionalities related to competitor research.

Overall, the free version of the Netpeak Spider makes a useful complement to the free version of Screaming Frog, as they both have different features and present data in different ways.

8. Xenu Link Sleuth

Xenu Link Sleuth is the old-school SEO tool of choice when it comes to a free site crawler.

It’s described as a broken link checker and it does a great job of that. It generates a report for both internal and external broken links.

But, Xenu does so much more than check for broken links.

Xenu can output a report that provides a quick overview of page titles, orphaned pages, redirects, and pages that are not found (404 response codes).

screenshot of Xenu link sleuth control panelXenu Link Sleuth free website crawler and broken link checker.

Free Mobile SEO Tools

Mobile SEO is incredibly important. That’s why it’s essential to be able to test what a search engine results page (SERP) looks like in virtually any city in the world.

It’s also useful to be able to check what your web page looks like in the most popular mobile phones. Pages that look great tend to convert better.

9. MobileMoxie

MobileMoxie provides a fully functional Mobile SEO Tools.

The MobileMoxie SERP checker shows you what the rankings looks like in a huge selection of mobile phone screens.

What makes this tool especially helpful is that it can localize to any city in the world.

Thus, you can test what the mobile rankings are for someone located in any city in the world. This is great for local SEO or for client work where you’re not located in the client’s area.

There is also a MobileMoxie Web Page Checker that can show you what your web page looks like in virtually any mobile phone. This will help you optimize your web page so that it converts the best across a wide range of mobile phones.

The tool is fully functional and can be used for free three times.

Below is the MobileMoxie SERP tester showing a side-by-side comparison of what your SERPs looks like in virtually any mobile phone.

You can also scroll through the local SERPs for any city in the world in virtually any language of your choosing.

Screenshot of mobile moxie SERPs testing tool

Free Website Technical Audit Tools

10. DNS Propagation Checker Tool

The DNS Checker tool will check how well your site is resolving around the world.

This tool can help surface issues with the server settings that can affect the ability of Google and other site visitors from reaching a website.

I have successfully used this tool to identify why Google’s crawler could not reach a website, causing massive indexing issues. The cause was a bad server setting.

So, if search engines or users are having difficulty reaching the website, give the DNS Checker tool a try.

11. MX Toolbox Blacklist Check

This online tool will check if your domain or IP address is on one of several popular blacklists. Being on a blacklist can affect email deliverability.

Free Website Security Audit Tools

Many SEOs don’t consider security as part of an SEO audit.

Security only becomes an issue after a site’s been hacked and the rankings dropped.

In my opinion, website security should be a component of an SEO audit.

A secure website is a major part of how well it ranks and encourages sales. That’s why I include a thorough security audit with every site audit I perform.

12. Free WordPress Vulnerability Scanner: WPScans

This free vulnerability scanner offers a quick but comprehensive scan of potential issues.

Create the report, then research whether or not your site has issues that need fixing. WPScans.com is a useful tool for beginning a security audit.

13. Free HTTPS Validator Tool: SSL Labs Security Checker

The SSL Labs Security tool will spot misconfigurations and security holes in your HTTPS certificate implementation.

Adding a server security certificate is touted as being easy, but that’s not always the case. This useful tool will help you diagnose hidden issues.

14. Free Drupal Security Scanner: Hacker Target Drupal Security Scanner

This comprehensive security scanner will highlight common issues with a Drupal-based website.

Free Website Performance Tools

15. GZip Compression Checker

The GZip Compression tool checks if your site is using GZip compression. Using compression allows your server to download your web pages quickly.

16. YSlow Performance Audit

The free YSlow Performance Audit tool is a comprehensive performance audit scanner. It creates a report of 23 performance rules.

17. GTmetrix

GTmetrix Speed and Performance Audit is another tool that will generate various benchmark scores. Use these scores to understand where your site can be improved.

Bonus: Free Google Site Audit Tools

Google offers many SEO-related tools.

Aside from the Google Search Console, which is very important and is worth mentioning, here are other useful tools provided by Google for auditing and inspecting web pages and websites:

Page Speed Insights offers web page speed feedback.

Rich Results and Structured Data Testing Tool has been consolidated with the Rich Results tool. This helps diagnose issues with your structured data and confirms whether the structured data qualifies for rich results.

The structured data validator does not verify if your structured data conforms with Google’s guidelines.

Make sure you are following Google’s Structured Data Guidelines. Making a mistake with structured data could result in a manual penalty.

Google Lighthouse is a tool that’s built into Chrome. It is also available as a Chrome Lighthouse Extension.

Google’s Lighthouse is an incredible suite of web performance analytical tools.

Learn More About Google Lighthouse: A Technical SEO Guide To Lighthouse Performance Metrics

The Lighthouse SEO report focuses on how well the site can be indexed, which is an especially useful feature these days.

Lighthouse can be used to diagnose on-page issues related to the code and to help find out what’s making a site slower plus it offers tips on how to improve those shortcomings.

Lighthouse is a must-learn tool for everyone who wishes to improve their site performance metrics.

Be Prepared For SEO Success

The quality of free SEO audit tools has continued to grow in usefulness and sophistication.

Publishers and SEOs have the ability to automate hundreds of SEO tasks without paying a thing.

Take the time to learn how to use these tools and you’ll be pleasantly surprised how powerful these tools are.

Success in SEO is never guaranteed or a sure thing.

But the opportunities for achieving your goals have never been better than they are now, with the help of these free SEO tools.

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Featured Image: Alexander Supertramp/Shutterstock
In-post images #7 to #9 created by author, January 2022




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Why Every Marketer Should Be On Reddit

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Why Every Marketer Should Be On Reddit

In its nearly 20 years of existence, Reddit has built a robust, dynamic, and highly engaged community.

It has cemented itself as not only one of the key influencers for the internet culture we have come to know today, but also as one of the top 10 social media sites in the world, with more than 500,000 monthly visitors across more than 100,000 active communities.

Despite its size and influence, marketers have long avoided, overlooked, and failed to establish a presence on what is arguably one of the most influential social media sites today.

To be fair, Reddit has always been known as one of the hardest communities to have marketing success with, requiring months (if not years) of dedicated commitment to actually being a part of the community and engaging with your audience through meaningful, genuine, and honest interactions.

To many, that is just too much risk and too much work, but let’s be honest – most amazing things take risk and hard work. And for all of you who put in that work to be successful on Reddit, you already see the payoff it brings.

Regardless of the reasons, marketers who continue to overlook Reddit’s potential are missing out on an extremely influential community with ideal targeted demographics, where authenticity and genuine connections lead to valuable information, positive branding, and marketing success.

Not convinced? Let’s take a closer look at Reddit!

Reddit Stats You Cannot Ignore

Reddit users are dedicated to their use of the platform, with a reported 82 million (16.4%) of its 500 million users visiting the site daily, sharing over 1 billion posts, with over 16 billion comments across 100,000+ active communities, making it easily one of the top visited and most active sites in the United States today.

The user base is so loyal that they spend, on average, 20 minutes on the platform each day (and over 45 minutes a day for long-time users of more than 7 years) and, in many cases, are inactive on other social platforms.

This makes Reddit one of the only places to actually get in front of this massive audience, with 32% being inactive on Facebook, 37% on Instagram, 41% on TikTok, and 53% on X.

When it comes to demographics, a 2019 survey concluded that the overall Reddit audience was majority male (59%), ranged in age (36% aged 18-29; 25% aged 30-49), and well educated (42% college degree; 31% some college) making them an ideal audience many businesses looking for success.

They also helped Reddit improve revenues by 21% to $804 million in 2023, with a global addressable market for advertising estimated at $1.4 trillion by 2027.

Thought by many to be mostly a North American audience, Reddit claims more than 50% of its traffic comes from international users, a rather impressive climb from its earlier years.

It is important to remember, though, that Reddit is a platform that allows communities to grow and thrive, so those demographics change from subreddit to subreddit.

If that isn’t enough to grab your attention, surveys have found that 75% of users find Reddit a trustworthy source for making purchasing decisions.

For years now, it has been included heavily and prominently in Google search results, which have become even more visible due to reports following their inclusion in SGE results and with Google’s recent $60 million a year deal with Reddit to have real-time access to Reddit content and to use its content to train Google’s future AI models.

Speaking of Reddit’s visibility in Google’s search results, let’s take a closer look at why that deal is so important, especially to search marketers.

Reddit In Google Search, SGE, And Google’s Reddit Deal

For years, Reddit results have been prominently displayed in Google’s search results – so much so that users have even started adding the term “reddit” to the end of their search queries.

So often, you will see Google suggest search lines with the term “reddit” prefilled at the end.

Screenshot by author from search for [are purple mattresses good], Google, May 2024

Even without selecting the query that includes “reddit,” you will notice Reddit’s prominent placement in two places: discussions and forums, and Reddit sitelinks, which are both just below the ads and the first organic result.

Reddit resultsScreenshot by author from search for [are purple mattresses good], Google, May 2024

This was amplified by Google’s recent Helpful Content Update (HCU), which allowed platforms like Reddit and other forums to show up more frequently in search results,

Reddit’s ability to be helpful in satisfying a user’s search for information is so successful – in combination with reported shortages in new content for AI models from all major platforms – it is not surprising Google struck a deal with Reddit to show its content faster in search results and to use the content in training future AI models.

Since news of the deal between Reddit and Google was reported, there has been a lot of additional focus on Reddit’s visibility in Google’s search results.

Experts throughout the search industry report an increase in not only the total visibility of Reddit going up within search but also the speed at which a Reddit post is indexed and shown to users.

Google responded to concerns about Reddit showing up more in search results, saying that “some of the SEO folks who tend to be vocal on this platform (X) really dislike seeing more forum content in our search results. But actual searchers seem to like it. They proactively seek it out. It makes sense for us to be showing it to keep the search results relevant and satisfying for everyone.”

Google responded to concerns of Reddit showing up more in search resultsScreenshot by author from X (Twitter), May 2024

Although disputed by Google, Roger Montii wrote about one report of Reddit content being indexed within five minutes.

ChatGPT to Surface Reddit Content

Adding to the deal Reddit made with Google, it was recently reported that OpenAI has partnered with Reddit to surface their content in ChatGPT, adding to the clear value that both OpenAI and Google see in Reddit’s content today and in the future.

Of course, this has sparked a lot of interest in companies of all sizes. They want to figure out how their brands can participate and succeed on Reddit in hopes of increasing their visibility in Google’s search results, SGE, and ChatGPT and building their brand’s visibility amongst one of the most influential audiences on the internet today.

**Quick warning: Reddit requires genuine, long-term engagement and a strategy for success. So, I would definitely advise individuals and businesses to avoid trying to game, spam, or blindly jump into marketing on Reddit and take the time to really understand the platform, its audience, and your place of value within its communities.

Let’s look at how some major brands have been successful on Reddit in the past.

noosa Yoghurt

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit was a great example of tapping into niche audiences to create engaging, user-driven content.

To capitalize on Reddit’s community of vocal yogurt enthusiasts, noosa launched a Flavor Poll that invited Redditors to upvote their favorite noosa flavors in the comments. This created a sense of community and interactivity around what could have been a standard poll.

Noosa Yoghurt’s 2021 back-to-school campaign on Reddit.Screenshot by author from Reddit, May 2024

After tallying the upvotes, noosa published a Promoted Post that showcased the results using a sleek custom infographic, highlighting the community’s favorites while also giving the brand important insight into consumer preferences.

Noosa published a Promoted Post that showcased the results.Screenshot by author from Reddit, May 2024

The results:

  • 49% increase in brand recall among Reddit users who were exposed to the campaign.
  • 30% increase in brand favorability.
  • 39% increase in purchase intent (15X the typical lift observed in the food vertical).
  • 50+ billion monthly views.

Sony Pictures Germany

To drum up excitement around the release of “Spider-Man: Across the Spider-Verse” in Germany, Sony Pictures Germany crafted a Reddit campaign that combined organic and promoted content to engage the platform’s robust fan communities.

The brand created a Reddit account under the protagonist’s name, u/MilesMorales, and used it to share exclusive content directly within Spiderman-related subreddits.

It also organized an AMA with the German voice actor Miles Morales to create a more personal connection with fans and promoted video posts featuring the movie trailer to amplify the excitement.

Sony Pictures Germany crafted a Reddit campaign.Screenshot by author from Reddit, May 2024

The results:

  • Sony Pictures Germany achieved a click-through rate (CTR) that was 344% higher than that of its standard paid media.
  • 831 upvotes.
  • 618,000 impressions.
  • The film remained No. 1 on the German movie charts for three consecutive weeks.

It is important to note that promoting your content and your brand on Reddit is definitely not the only value Reddit can bring you and your business.

Reddit is an amazing place to get honest feedback.

Whether you are trying to figure out what your target audience wants from your brand, test out a new feature or concept before investing and launching it openly, or even just to have continued open communication with your customers to support them and keep them connected to your brand, Reddit can help you succeed in an amazing way.

Transamerica Helping Reddit Make Dollars Make Sense

Transamerica’s campaign on Reddit is a great example of a company identifying an opportunity to connect with its target audience on the subreddit /r/finance.

This allows the company to better understand its customers’ needs and focus on content creation and future marketing plans.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

Aligning itself with its audience by demonstrating awareness of the topics around personal finance happening in the subreddit, as well as acknowledging the Redditors working at the company, it asked what topics it could create “specifically for the reddit community” around the topic of finance.

It stayed involved and engaged throughout the campaign, responding to threads and maintaining a lighthearted and sometimes humorous tone.

Transamerica’s campaign on RedditScreenshot by author from Reddit, May 2024

After getting all the feedback it needed, it created content around the more popular requests, going as far as branding and designing them similar to Reddit.

IRA vs 401K venn diagramScreenshot by author from Reddit, May 2024

It even took the time to individually comment a link to the published content on its site, bringing attention back to the overall campaign and the content it created.

This campaign was 10 years ago, and it is still referenced as a core example of engaging on Reddit as a brand in a respectful, thoughtful, and meaningful way.

Why You Should Be On Reddit Wrapup

TL;DR: If your brand has something meaningful to say and is interested in truly connecting with your audience, then yes, you should be on Reddit.

These successful brand campaign examples showcase Reddit’s power when used correctly. With research to understand the specific communities you want to reach, Reddit can have exceptional performance compared to other channels.

The stakes are high to get it right because Reddit communities can be highly negative toward self-serving promotion. But if you put in the effort and solve people’s needs and problems, Reddit has the potential to be a high-performance channel.

Edit: Updated daily active users figure based on Reddit’s Q1 Earnings Report

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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

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