Google told a federal court how ranking works. Three pillars: what the page says about itself, what the web says about it, and what users do with it. This tool checks your page against the first one the way Google's own system does, and names every miss.
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In a slide deck released during the trial, Google names the three pillars of ranking in its own words. Each maps to a check, and this page is honest about which are built.
"What the document says about itself."
Google's system is QBST, Query-based Salient Terms: words and pairs of words that should appear prominently on pages relevant to a query. That is the check above. It measures prominence, not keyword density, because that is what the system does.
"What the Web says about the document."
The composition of the link text pointing at a page: brand name, generic, or keyword-stuffed. Composition rather than count. Needs your link export, and the check that reads it is in build.
"What users say about the document."
Google's systems here are NavBoost and Glue. The buildable check: pages ranking well that get picked less than your own site's median at the same position, from your Search Console export, benchmarked against your site itself and nothing else.
Google's slide also says clicks is only a stand-in: user-interactions include "attention on a result, swipes on carousels and entering a new query". None of those are visible from outside Google, and no tool can honestly claim otherwise.
Every check on this page answers to a system Google named in its own internal documents, released during the United States v. Google antitrust trial. Judge Mehta's ruling, finding 95, describes QBST as identifying words and pairs of words that "should appear prominently on web pages that are relevant to that query", with the example pair being 1600 Pennsylvania Avenue and White House.
That is why this is not another opinionated checklist. The criteria are not ours, and when the tool cannot see something Google can, it says so instead of guessing.
