5 Free Google Tools You Must Always Keep on Top of Your SEO List

Doing SEO without owning a deep understanding of SEO tools is like, climbing the Everest without having any sophisticated mountaineering gears. Both will bring the disaster.

A true Search Engine Optimizer knows the values and importance of SEO tools. A beginner may fail to understand these tools and how to use those with complete precisions. Surely that will cause lots of difficulties in their SEO career.

SEO means skills, unless one develops unmatched skills in search engine optimization, it’s going to be really impossible to get and deliver the best ranking results today. If you are learning SEO, building a profound understanding of a few Google tools, will turn your SEO resume brighter than the others.

Here we are going to list 5 such SEO tools from Google which we need almost for everything we do to optimize one website.

  1. Google Keyword Planner Tool

Before you start optimizing one website or a webpage, you need a few relevant keywords which will help you to make the decisions about how to create the contents and optimize the website.

These keywords are already used by your targeted customers and audiences. Using those contextually on your website’s content helps search engines to crawl and finally index contents logically. Unless you use relevant keywords meaningfully, it’s most likely going to be very hard to get the lucrative rankings.

Besides, we need a few more data related to one keyword to measure its potentials and profitability. Having a whole list of keywords is not going to be enough unless we dig into those and find out the ‘average monthly search volume’ and ‘Keyword Efficiency Index’ of those keywords.

But, how will get those keywords and these data?

There are many keyword analysis tools available on the internet which you can use. But what could be better than ‘Google Keyword Planner’ tool?

Start the keyword analysis for a topic with one or a few relevant keywords using keyword planner tool. This will list a huge list of relevant and related keywords which could be used. Select relevant keywords which have decent average monthly search volumes. Generally, more search volume ensures more profitability.

Depending on the business and types of its products and services, you can pick a few keywords with the targeted locations mentioned and a few without any location.

Download the list of selected keywords from keyword planner in excel format, and sort those on their search volume. Delete all columns except the keywords and search volume data from the downloaded excel file.

Along with this, you need to calculate the Keyword Efficiency Index of those keywords. To measure the KEI, you will need the organic competition of each keyword.

Finally, come up with a list of the best keywords which are relevant and meaningful, and start using those to create the content while keeping it human readable and search engine friendly.

  1. Google Search Console

Google Search Console, also known as Google Webmaster, is another crucial tool from Google.

Unless you analyze the performance of the website and its technical errors, it’s literally impossible to improve the search engine rankings.

Google Search Console is that tool which brings all the required data at one place. Further, you can use these data to monitor the daily organic traffic performance and correct different errors related to crawling, indexing, sitemaps, robots etc.

After you launch your website, add your site with Google Search Console as soon as possible. Only after the integration is done successfully, you will be able to get the data.

Few crucial data to check on Google Search Console tool

  1. Structured Data
  2. HTML improvements
  3. Search Analytics
  4. Links to Your Site
  5. Manual Action
  6. Mobile Usability
  7. Index Status
  8. Blocked Resources
  9. Crawl Errors
  10. Fetch As Google
  11. txt Tester
  12. Sitemaps

Among these ‘Search Analytics’ data will show how your website and webpages are performing and ranking for different keywords on Google Search Engine.

‘Links to Your Site’ will list the indexed inbound links which you acquired, along with the information of linking websites and pages.

‘Manual Action’ will tell if there are any manual penalties taken against your website.

‘Index Status’ will give you the numbers of pages so far have been indexed by Google.

‘Crawl Errors’ will list all those cases when your website, webpage or the robots file is not accessible by Google bots or human visitors.

‘Fetch as Google’ will provide you the option to send a request to Google for indexing of a webpage.

  1. Google Analytics

When Google Search Console shows the traffic (click) data which are coming only from the Google Search Engine, Google Analytics will list the data from across the internet.

There are 7 major data, you can see on Google Analytics tool.

  1. Session data: The number of actions taken on the website by the users in a particular time period
  2. User data: The number of human visitors in a given time period
  3. Sessions per User data: The average number of sessions per user in a particular time period
  4. Page Views data: The number of pages viewed in a certain period of time
  5. Page Views per Session data: The average number of pages viewed in one session
  6. Average Session Duration data: The average length of one session
  7. Bounce Rate data: The number of users left the website without visiting the second page
  8. Percentage of New Session data: Percentage of all first-time visits in a specific time period

Along with these, we can create multiple reports using Google Analytics tool. All these are equally important to understand how much traffic your website is drawing directly, from search engines, from social websites, from referral links etc.

Additionally, we can set different goals and events to measure the Return on Investment (ROI) using the Google Analytics tool.

  1. Google My Business Tool

Google My Business or in short GMB is another very important tool for Local SEO.

If you are doing a local business where you sell your products or services to your local customers, then Local SEO and ‘Google My Business tool’ are important for you.

This is another free tool from Google which you need to enlist your local business details on Google.

GMB is an easy to use tool where you need to put your business details like,

  1. Business Name
  2. Business Address (in detail)
  3. Business Phone number
  4. Business Category
  5. Business Website
  6. Business Hours

Among these, Business Name, Address and Phone number (in short NAP) are the most crucial for local SEO. Along with registering the business details on GMB, you need to build consistent NAP citations on different local business directory websites. The combination of successful GMB registration and consistent NAP citation building will finally decide the business’s local ranking.

  1. Google Search Operators

Google Operator Search is not exactly a tool, but this is a special kind of searches we can do on Google to refine and filter the search results.

This is required on different occasions, especially when we want to analyze competitor sites’ backlinks and NAP citations. Though different paid tools are there on the internet to do these, Google Operator Searches can get us similar data without investing money on those tools.

Situation one, let’s assume that you want to write a ‘guest post’ on a website (example.com) on a topic ‘5 Free Google Tools You Must Always Keep on Your SEO Table’. How will you know whether a similar post has already been published on that site or not?

You can do an operator search on Google to get that information.

intitle:google AND intitle:seo AND intitle:tool site:example.com

If you search with this on Google and don’t get any results, that simply means that there are no posts published on the aforementioned topic on that site. Therefore you can write the content and pitch for the guest-post.

Situation two, in case you want to analyze one competitor’s website to know where they have acquired the inbound links from. You can search like,

intext:example –site:example.com


inanchor:example –site:example.com

These two operator searches can lead you to multiple sites where the competitor company may have backlinks pointing to their website. Knowing this can help you in several ways to acquire similar inbound links for your website.

Situation three, if you want to know the NAP citations that are built by your competitor site, you can do an operator search with their phone number, like this,

intext:XXXXXXXXXX AND intext:example –site:example.com

These are the few, but you can do endless things with Google Operator Searches which will eventually benefit your website’s optimization.


There are unlimited SEO tools available online. Few of those are free but good SEO tools are paid mostly. But knowing the aforementioned 5 Google tools in detail will solve most of your SEO requirements. Additionally, these tools can perform many things which will help you to strategize, implement, execute, correct, monitor and analyze most of your SEO jobs successfully.

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