Google Tools You Must Have In Your SEO Toolkit

Discover what free Google SEO tools you can use to improve the positioning of your website and improve your results. When you have been working in SEO for many years, you go through countless tools to manage different aspects of web positioning. You start with the most basic. As your knowledge and needs advance, you have to resort to more powerful tools or with more functionalities.

Some of them require a significant investment that not everyone can afford comfortably, while others are more affordable. However, it is interesting how quickly we forget about Google SEO tools, which the search engine offers us for free.

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These are tools that are known to everyone, but that we all somewhat underestimate by limiting ourselves to using them for just a couple of things. Therefore, today I want to show you which are the Google tools for SEO that you can use to work on the SEO of your website. You will also learn how to make the most of them.

Google Analytics

If you are trying to position a page you need Google Analytics, the professional web analysis tool par excellence.

This tool helps you see how many people have visited your website and if the graph is growing or not. It allows you to know practically everything about your traffic to draw conclusions and improve and create strategies.

Analytics tells you how users got to your page. They may be coming from organic search, paid advertising, social networks, external link, or many other ways. It also offers you data, such as how long they stayed on it and when and where they decided to leave it.

The detailed segmentation about the traffic that your website receives allows you to check how your SEO strategy is working. Moreover, thanks to all this information and its analysis, you can redefine and tweak it to make it even more effective.

Note: It is useless to execute dozens of SEO actions if you do not check how it is working later to know how you should continue working.

Google Search Console

Of course, after Analytics, we can’t miss Google Search Console since it is one of Google’s main tools for SEO. It has the most functions in this area and it will provide you with the most specific information.

The main interest of SEO specialists in using this tool is that it allows you to send the sitemap directly to Google. It also helps check all the data related to the crawling and indexing of the web, which are essential points to position.

You can also check the impressions and clicks that come to your website and through which keywords they do so. It offers you the possibility of detecting new positioning opportunities.

Google Search Console also allows you to analyze the performance of the web both on PC and mobile and detect from which domains are linking you and to which URLs.

Additionally, you can check if your website has any penalty that is preventing its positioning and how to solve it.

Thanks to this Google tool, you can perform an On Page SEO analysis on your website and correct any errors that may be preventing it from improving its positioning.

Keyword Planner

The Google Ads Keyword Planner is a tool designed to create advertising campaigns. That is precisely why it is very powerful when it comes to finding related keywords or even groups of words that you can incorporate into your website.

Although you can only access the use of this tool through the process of creating a campaign, remember that you can stop the campaign and use the Keyword Planner without having to start it.

From a keyword, the tool generates a whole list of related keywords along with the average search volume. However, it shows such a wide range that it is not really very useful.

If you use the filters that appear on the right you can get even more specific results based on what you need. Once done, you just have to export the data to work on your keyword research.

Google Trends

When you are working on your keyword research, it is worth taking a look at the information that Google Trends can provide you. That’s especially crucial if you are thinking of creating current content.

When you enter a keyword in the search engine, it will show you what you see. It’s a graph with the search trend for that keyword in the last twelve months. However, you can play with the filters to obtain more precise data.

In addition, the segmentation by countries and even cities is very useful if you are working on the SEO of physical locations, such as a store or restaurant.

But Google Trends has another feature that you should pay attention to. Below that graph you will find two columns. On the left, you will see the topics related to your keyword and on the right, related queries.

From here you can get new derived ideas to add to your keyword research and apply filters to find out what their search trend is like.

Google My Business

Most of the users who have a business just fill in the Google My Business file with the basic data and forget it.

This is a mistake. Local SEO is becoming more important. If you have a physical business and you want to rank it, you have to attend to the needs of this type of positioning. To do this, you need Google My Business.

Of course, filling in the details as comprehensively as possible will make it easier for Google to show your business prominently in search results and help customers find you.

But, in addition, you have other options such as statistics in which you can see, for example, how users find your business, which will help you adjust your SEO strategy.

You can also see what percentage of users see your business on Google Maps or in search results, or what actions they take when they reach your listing (do they call you? Do they request directions? Do they visit the web?). You can also see how many views they have the photos you have uploaded.

In addition, Google My Business allows you to include files of your products and services to direct the user to the web and even enable online ordering in the case of restaurants.

Finally, do not forget that through this tool users will be able to leave their reviews, a clear indicator of brand reference and trust for your potential clients but also for Google.

If you have a local business, do not limit yourself to completing the Google My Business data and analyze all the information that this tool provides you about your users and their behavior.

Google Alerts

In general, the users who use Google Alerts the most are those who are dedicated to digital marketing. It allows them to obtain updates and recent news about the subject of their interest.

SEOs can also benefit from this tool by giving it a different use than it is usually given. We will use Google Alerts to find out what our competitors are doing.

You will receive a notification every time they are mentioned in the press, blogs or social networks and you will know instantly what is being said about them, what they are doing and how they are working.

How can you take advantage of this information effectively in SEO? For example, taking note of the places where your competitors link to try to get a backlink there as well.

You will be able to refine your link building strategy much more and get powerful links to your website.

Google Mobile Friendly Test

As you probably already know, more than 60% of users access the Internet through mobile phones. Your SEO strategy should focus largely towards this device in terms of the usability and visualization.

The Google Mobile Friendly Test tool checks if your website is perfectly adapted to look good on mobile.

Its use is extremely simple. You only have to enter the URL of your website in the search box and analyze the results.

Even if your website is well adapted for mobile, the tool will inform you of details how you can improve.

If you click on “Open the website mobile usability report”, it will redirect you to Google Search Console. You can continue exploring more information on this topic.

However, do not settle and close the tab when you see that the tool approves your mobile website. Take a look at the details because there is always room for improvement.

Google Page Speed Insights

If you want to rank your web page, it has to be fast. It directly affects the user experience, a factor that Google considers very important, and therefore, it also involves positioning.

To understand it, you just have to put yourself in the shoes of the user. How long can you spend in front of the screen waiting for a web page to load completely?

Most users close the tab within seconds and look for another site to find what they are looking for.

I suppose you don’t want this to happen on your website. Use Google Page Speed Insights to detect all the problems that are affecting the loading speed.

The tool will give you a score from 1 to 100 with all the problems on your website. It also gives you ways to solve them and the time you are going to save with it.

Use Google Tools for SEO and Improve Your Positioning

You may be a freelancer, agency, SEO consultant or you simply have a web project that you want to launch. Start taking advantage of the tools that Google makes available to you for free. Use it to correct errors, get ideas and improve your strategies.

Later on, you can – and should – complement its use with that of other more specialized tools on the market. We recommend doing it even if they involve an extra investment.

There might come a time when some of these tools fall short. Remember that the data they are offering you comes directly from Google. It is always good not to lose sight of them.

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