Consider the statement:
$$\forall x [x=x] \tag1$$
And the statement:
$$x=x \tag2$$
Statement $(1)$ is easily understood: for every $x$ in the universe, $x=x$ is true.
However, what does statement $(2)$ mean? What even is $x$? What is the statement claiming? How does one decide is truth? I have seen theorem-proving machines remove and adjoin $\forall x$ at will; how is this justified?
The details of the semantics of the language dictate "how to read" a formula with free variables.
Usually, we use a "context" [technically called: variable assignment function], i.e. a way to assign a "temporary meaning" to the free variables.
We can compare a free variable to a pronoun of natural language.
To assert "$x$ is red" is the same as "it is red": its meaning depends on what the context assigns to "it".
In the same way, we can read $x=x$ as follows: "it is equal to itself", that is true for whatever "object" we will assign to "it" as reference.
Proof systems for first-order logic have rules for adding and removing the quantifiers.
The first one:
corresponds to the specialization principle : "what holds for all, holds for any".
And the same intuition supports the corresponding introduction rule (aka: generalization rule):
"if something holds for an arbitrary object, then it holds for all objects".
But the example can be a little bit misleading: the fact that $x=x$ and $\forall x (x=x)$ are "equivalent", does not mean that this is so in general.
Compare $x=0$ and $\forall x (x=0)$ in $\mathbb N$. The first one is sometime true (if we assign to $x$ the "temporary meaning" $0$) and sometime false (for $x$ meaning $1$) while the second is plainly false.