5 free Google SEO tools? Yes please!

Google’s search algorithm: it’s a bit of a mystery, isn’t it?

But one thing’s crystal clear: Google wants businesses to do good SEO. They’re not keeping all their secrets under lock and key. In fact, they’ve given us a bunch of free tools to help us boost our websites’ visibility in search results.

As a B2B SEO agency, we’re all over it. In this blog, we’re looking at five must-have free Google SEO tools. We’ll tell you what they do and how to get the most out of them.

Use these tools and you’ll get the insights you need to build a solid SEO plan.

1. Google Search Console

Google Search Console (GSC) shows you how your site’s doing in Google search results. It’s a goldmine of info about how Google crawls, indexes, and displays your pages.

What it does:

• Shows you search performance stats like clicks and impressions
• Flags technical SEO problems that might be hiding your site
• Lets you submit sitemaps and ask Google to index new content
• Tells you which search terms are bringing people to your site
• Warns you about security issues or manual penalties

Top tips for using it:

• Check the Performance report often to spot trending keywords and ways to improve
• Use the URL Inspection tool to fix indexing problems on specific pages
• Set up email alerts so you know about big issues straight away
• Look at the Links report to understand who’s linking to your site
• Mix GSC data with Google Analytics for the full picture

2. Google Analytics 

Google Analytics 4 (GA4) is the newest version of Google’s web analytics tool, replacing Universal Analytics. It tracks how people use your website and apps, showing you the whole customer journey.

What it does:

• Tracks how people move between your website and mobile apps – where they’ve come from, what pages their viewing, and more.
• Measures engagement and conversions with flexible event tracking
• Lets you create and analyse audience groups based on how people behave
• Works smoothly with Google Ads to make your campaigns better
• Uses AI to give you insights and predictions

Top tips for using it:

• Set up custom events to track how people use your site in ways that matter to your business.
• Use the Analysis Hub to make reports that show you exactly what you want to know about your data.
• Use predictive metrics to spot your best customers and the ones who might leave.
• Group your users based on how they behave. You can then look at these groups separately and market to them in different ways.
• Link GA4 with Google Ads. You’ll be able to aim your ads better and see how well they’re working.

3. Google Keyword Planner

Google Keyword Planner lives inside Google Ads. It’s meant for planning ad campaigns, but SEO pros use it for keyword research too. It helps you find new keywords, check search volumes and competition, and guess how much traffic you might get.

What it does:

• Finds new keyword ideas related to your business
• Shows you monthly search volumes for specific keywords
• Tells you how competitive keywords are in Google Ads
• Predicts clicks and impressions based on your budget and bid
• Lets you compare search volumes in different places and languages

Top tips for using it:

• Create a comprehensive keyword matrix to analyse in bulk
• Use a mix of broad and specific keywords to get lots of ideas
• Filter results by average monthly searches to focus on keywords people actually use
• Look at seasonal trends in keyword popularity to plan your content
• Export data to spreadsheets to analyse it further and use it with other free Google SEO tools

4. Google PageSpeed Insights

Google PageSpeed Insights (PSI) checks how fast your web pages load on mobile and desktop. It gives you detailed stats on page speed and user experience, and tells you how to make things better.

What it does:

• Checks webpage performance on mobile and desktop
• Gives you detailed stats on Core Web Vitals and other performance indicators
• Tells you exactly how to make your pages faster and better for users
• Compares lab data with real-world data for a full performance picture
• Spots issues that might affect SEO and accessibility

Top tips for using it:

• Focus on improving Core Web Vitals – they directly affect user experience and SEO
• Make mobile your priority – Google uses mobile-first indexing for ranking
• Start with the suggested fixes that’ll have the biggest impact
• Test your most important pages regularly to track improvements and spot new issues
• Use PSI with other Google tools like Lighthouse to get a complete view of your site’s performance

5. Google Business Profile

Google Business Profile (used to be Google My Business) lets businesses manage how they appear on Google Search and Maps. You can create and update listings, talk to customers, and see how you’re doing in local search.

What it does:

• Lets you create and manage your business listing with accurate info
• Lets you post updates, offers, and events directly to your profile
• Lets you respond to customer reviews and questions
• Shows you how customers find and interact with your business
• Lets you add photos and videos to show off your products or services

Top tips for using it:

• Keep your info up-to-date, especially business hours and contact details
• Ask happy customers to leave reviews and respond to all feedback quickly
• Use Google Posts regularly to share news, offers, and events
• Add high-quality photos and videos that show what your business is really like
• Use the Q&A feature to answer common customer questions before they ask

To wrap up

SEO isn’t just about ticking boxes. It’s about using the right tools to dig up insights that shape your strategy.

Use these free Google SEO tools and you’ll get valuable data on how your website’s doing, spot ways to improve, and stay ahead of the competition. Remember, good SEO takes constant effort and adapting to changes in search algorithms and how people behave online.

And here’s a bonus tip: Google’s got a helpful SEO starter guide. It’s a goldmine of info for SEO newbies and pros alike. Give it a read – you might learn something new. Between that guide and these tools, you’ll be well on your way!

Written by Matthew Robinson, Senior Digital and PR Strategist at Definition.