As a webmaster, it’s important to stay up-to-date on the latest SEO best practices and tools. Fortunately, Google provides a variety of free tools that can help you analyze, optimize, and measure the effectiveness of your website’s search engine optimization (SEO).

In this guide, we’ll cover all Google SEO tools that you can use to improve your website’s visibility and ranking on search engine results pages (SERPs).

Google Search Console

Google Search Console is another top tool for SEO that every serious digital marketer should use. Formerly known as Google Webmaster Tools, Search Console helps you analyze and measure your website’s search engine traffic and performance in ways that Google Analytics does not.

You can also fix page-level issues and find out exactly how your content is appearing in Google Search results. Google has recently added a new feature called “Search Console Insights” that helps publishers better understand how audiences discover their site’s content and what topics are resonating the most with people, so webmasters can adjust their SEO strategy and content publishing efforts accordingly.

Google PageSpeed Insights

Google PageSpeed Insights is a useful tool that can help you improve your website’s performance and speed. It provides data and recommendations for optimizing your website’s loading speed on both mobile and desktop devices.

One of the key features of this tool is its ability to provide both lab and field data related to Google’s Core Web Vitals. This means you can get specific suggestions on how to improve the page speed for each URL on your website, which can help increase your rankings on Google.

It’s important to note that Google made page speed a ranking factor in 2021, so using this tool can be especially beneficial for improving your website’s search engine optimization.

Google Trends

Google Trends is a tool that allows you to see how often specific keywords and topics are being searched for in Google. It’s a useful tool for SEO because it allows you to understand the current interest level for a particular topic and see if it’s trending upwards or downwards.

By using Google Trends, you can get a better idea of which keywords and topics are worth targeting on your website to improve your search engine rankings. Additionally, you can use Google Trends to see how search patterns vary across different regions and languages, which can be useful for targeting specific markets. If you want to learn more about the technical side of Google Trends, you can check out our page on how it works.

Google Analytics

Google Analytics is a web analytics tool that allows you to understand your website’s users, traffic sources, and the actions people take on your site. This free tool is essential for all webmasters because it provides direct reporting data from Google.

With Google Analytics, you can analyze, track, and measure important metrics such as traffic acquisition, user acquisition, user engagement, events, conversions, purchases, retention, user demographics, visitor technology, and more. The latest version of Google Analytics is called GA4, which replaces Google Universal Analytics, which officially retires in 2023.

Google Ads is a powerful tool for digital marketers that allows them to create and run paid search campaigns to promote their business on Google’s search engine and Discover Network. With Google Ads, you can create customized pay-per-click (PPC) ads that reach a targeted audience and drive traffic to your website.

Whether you’re a small business owner looking to advertise locally or a large corporation looking to reach a global audience, Google Ads can help you achieve your marketing goals.

By using this tool, you can track the performance of your ads, adjust your targeting and budget, and optimize your campaigns to get the best results. Whether you’re new to PPC advertising or an experienced pro, Google Ads is a valuable tool that can help you reach your desired audience and drive results for your business.

Google Keyword Planner

Google Keyword Planner is a free SEO tool provided by Google that allows webmasters to research and identify suitable keywords to target on their website. It’s a valuable resource for digital marketers looking to optimize their website’s search engine rankings, as it provides data on the popularity and competition of specific keywords.

Google Keyword Planner is part of the Google Ads service, but it can be used for free for SEO purposes. Many paid keyword research tools also rely on the Google Keyword Planner API to provide their users with data, so you can access similar information for free through this tool.

Google Rich Results Test

The Google Rich Results Test tool is a useful service for checking which rich results can be generated for a particular web page based on the structured data it contains. Rich results are search results that include additional elements such as carousels, images, and other non-textual elements that can enhance the visibility of your content in Google’s search engine.

If you’re using structured data for search engine optimization, the Rich Results Test tool can be a valuable tool to have in your SEO toolkit. By using this tool, you can ensure that your structured data is correctly implemented and that your web page is eligible to be displayed as a rich result in Google’s search engine.

Google Structured Data Markup Helper

The Google Structured Data Markup Helper is a free tool that allows you to easily add structured data to your website’s HTML code. This helps Google understand the content on your website and how it is organized, which can improve your website’s visibility in search results.

Using the Structured Data Markup Helper is a great way for webmasters to get started with structured data and can be especially helpful for those who are new to the concept.

Google Web Stories

Google Web Stories is a free SEO tool that allows you to create visually appealing, swipeable content for mobile devices. By installing the Google Web Stories WordPress plugin on your website, you can create engaging stories that can help increase your organic search traffic.

This tool is particularly useful for digital marketers who want to create compelling content without having to write long blog posts or articles. It is also an effective way to stand out in Google Search and Discover results, as the visually appealing format can help draw users’ attention.

Google Structured Data Testing

Google Structured Data Testing was a tool that allowed SEO professionals to check whether their website’s structured data met Google’s specific requirements. However, it has now been deprecated and replaced by the Schema Markup Validator tool.

If you want to check your website’s structured data for Google’s requirements, you can use the Rich Results Test tool to see which Google rich results can be generated for your web page. Then, use the Structured Data Markup Helper tool to add the necessary markup to your page.

Finally, you can use the free Schema Markup Validator tool to test your structured data for validation.

Google Data Highlighter Tool

The Google Data Highlighter tool is a useful tool for SEO professionals looking to optimize their website’s structured data without having to modify the HTML code.

This tool allows webmasters to teach Google about the pattern of structured data on their site by simply tagging relevant items. This can help improve the visibility of a website in Google’s search engine results.

Google Mobile-Friendly Testing

Google’s Mobile-Friendly Testing tool is a quick and easy way to check if your website is optimized for mobile devices. Simply enter the URL of the page you want to test and the tool will provide you with a screenshot of how the page appears to Google’s mobile crawler, as well as a list of any mobile usability issues that need to be addressed.

It’s important to use this tool for SEO because Google uses mobile-first indexing, which means that the mobile version of your content is used for indexing and ranking in search engine results pages (SERPs). By ensuring that your website is mobile-friendly, you can improve its visibility and user experience on mobile devices.

Google Disavow Tool

The Google Disavow tool is a tool that allows webmasters to tell Google to disregard certain links to their website. This can be useful if a website has a large number of spammy or low-quality links pointing to it, as these links can negatively impact the website’s ranking in search engine results.

The Disavow tool can help to clean up a website’s backlink profile by discrediting these links. It is also useful for webmasters who have received a manual action penalty in Google Search Console for unnatural links. It is important to use this tool carefully, as disavowing legitimate links can also harm a website’s ranking.

Google Data Studio Tool

Google Data Studio is a free tool that allows you to easily analyze and visualize your data. It offers a range of customizable templates and connectors to various data sources, including Google Search Console, Google Ads, Google Analytics, and YouTube Analytics.

With Google Data Studio, you can create professional, informative dashboards and reports to keep track of key performance indicators for your website. This tool is frequently used by SEO specialists and digital marketers to better understand and track the success of their website and marketing campaigns.