14 Google SEO Tools You Need to Know About

Are you missing out on some of these Google SEO tools?

Google is indeed the biggest search engine provider.

Not only that, but Google.com is the most visited website on the planet.

With 8.5 billion searches per day, it makes sense that Google would offer a range of tools to help you succeed.

And in this post, we’ll explore 14 Google tools and how to use them in your SEO strategy.

Keep reading.

14 Google SEO Tools You Need to Know About

1. Google’s Search Engine Itself

Believe it or not, the Google search engine can provide a wealth of insights for SEO and keyword research. Not to mention tons of new content ideas.

Google SEO tools

For example, simply start typing a keyword into the search box to see Google autosuggest in action. These suggestions will help you understand common queries your audience is searching for.

Another use of Google Search as an SEO tool is the “People Also Ask” section. Adding these related questions to your content can help you rank for long-tail keywords and drive more traffic.

Furthermore, using Google in an incognito window allows you to check keyword rankings in Google for specific keywords.

Lastly, analyzing the top-performing results in Google helps you know what the algorithm deems valuable. This provides you with enough information to optimize your content and compete with those at the top.

2. Google Search Console

Search Console is one of the best Google SEO tools to check keyword rankings in Google.

Free Google SEO Tools

The performance page shows the number of clicks and impressions you receive from organic rankings. It also calculates the click-through rate (CTR) and the average positions of your keywords.

Furthermore, you get a list of all your ranking keywords and their associated pages. Analyzing this data provides powerful insights into content optimization in SEO.

In addition to search performance, Google Search Console helps you identify and fix crawl errors and add sitemaps for better crawlability and indexation.

And page experience tools provide an overview of mobile usability and Core Web Vitals to help you improve site speed and user experience.

3. Google Keyword Planner

This next Google SEO tool is one originally designed for planning ad campaigns but yields solid keyword research potential.

Best free Google SEO tools

Google Keyword Planner tells you which keywords your potential visitors are searching for, along with their search volume range.

By entering a seed keyword, you can find hundreds of keyword opportunities to add to your content strategy.

4. Google Trends

Google Trends is another free tool that can help you develop an effective SEO strategy.

Free tools by Google

Instead of only choosing topics based on their search volume, Google Trends can be used to uncover the most trending topics in your niche.

Not only that, but it can help you avoid topics that are now declining in popularity.

The best thing about this tool is being able to compare keywords and topics against each other.

Doing so paints a clearer picture of the topics you might want to focus on for your site.

5. Site Kit by Google

Site Kit by Google is their very own plugin for WordPress. It allows you to connect Search Console, Analytics, and other Google SEO tools directly to your site.

SEO tools by Google

Accessing this data inside WordPress can make it easier to track the performance of your site.

It’s easy to set up and has a user-friendly interface.

Connecting Search Console will show your top search queries and a graph with the number of clicks and impressions your site gets.

Furthermore, connecting to Google Analytics helps you monitor overall website traffic and performance over time.

Finally, there are other useful integrations to take advantage of, such as Google AdSense, PageSpeed Insights, and Tag Manager.

6. Google Tag Manager

You’ll find that managing various tracking codes and scripts on your website becomes a breeze with Google Tag Manager.

This Google SEO tool allows you to deploy and update tags on your site without having to edit any code.

You can add and update tags for conversion tracking, site analytics, remarketing, and more, all from one user-friendly interface.

In addition, it improves site speed by reducing the amount of code needed on your site, which can enhance your SEO efforts.

7. Google Alerts

Google Alerts allows you to monitor the web for new content mentioning your brand, competitors, or relevant industry keywords.

You can set up alerts to receive updates directly in your inbox, helping you stay on top of your brand reputation.

One way you can use this free Google tool for SEO is for link-building opportunities and brand collaborations.

Simply enter the keyword or term you want to monitor and set your criteria. You can choose from alert frequency, source, language, region, and more.

8. Google Lighthouse

If you want to take a deeper dive into the quality of your pages, then Google Lighthouse is your answer.

This Google SEO tool lives inside Chrome developer tools or as a Chrome extension with extra features.

Running your site through this tool reveals data about Core Web Vitals, accessibility, on-page SEO factors, and how images are displayed.

Furthermore, Lighthouse provides a diagnosis of each audit to guide you in making improvements to your site.

9. Google Mobile-Friendly Test

As mobile devices account for 55% of traffic online, a mobile-friendly website is a must. And that’s exactly what the Google Mobile-Friendly Test tool lets you check.

The tool provides a report of how well your site displays on mobile devices, evaluating elements such as text size, content width, and viewport.

If your site doesn’t pass the test, you’ll get specific details on how to address any issues.

Fixing these technical issues will ensure your site performs at its best in search engines.

10. Rich Results Test

Rich Results, also known as Rich Snippets, add unique SERP features to your ranking positions. These are displayed in the SERPs as reviews, recipes, product data, site navigation, and more.

Google’s Rich Results Test tool validates whether your site is eligible for rich snippets and detects which elements are in place.

Using this tool for SEO helps you verify if you’ve implemented structured data accurately.

11. Page Speed Insights

Page Speed Insights is a little similar to Lighthouse, however, it can be used in any browser or as an extension.

Scanning your site with this tool tells you the performance of your site speed, which is crucial for ranking well in Google.

You get an overall score in different areas of performance including user experience and impact on SEO.

Moreover, the tool gives you pointers on how to optimize your site for better performance.

12. Google Data Studio

If Google Analytics and Search Console data overwhelm you, then you’ll love Google Data Studio.

This free Google tool presents data in a visually pleasing way so you can make sense of things at a glance.

Data Studio lets you create reports and dashboards of your site’s performance from data collected in several Google tools.

Adding this invaluable tool to your toolkit not only makes data look beautiful but also helps you achieve data-driven results.

13. Google Analytics

Anyone looking for Google SEO tools won’t have a complete wheelhouse without Google Analytics.

This tool is a must to keep up with your site’s traffic and understand how your audience interacts with your site.

It gives you insights into your traffic sources, including organic search, so you know how your visitors are finding you.

In addition, you can analyze user behavior such as bounce rate, average time on page, and the average number of pageviews per session.

Getting familiar with this tool will help you make better decisions toward the growth of your site.

14. Google My Business

Now known as Google Business Profile, this free Google tool is a must for local SEO businesses.


It helps you manage your online presence in local search results and maps. It’s also a way to get feedback from your customers with Google reviews.

This will not only help you build reputation and trust, but potentially move your business site up the rankings.


Does Google SEO cost money?

Google SEO doesn’t have to cost money if you do it yourself. This will involve performing keyword research with Google Keyword Planner, creating content, and optimizing it for on-page SEO.

If you have a budget, then you can expect to pay for things like premium keyword research tools, content creation, and link building.

Can I do SEO for free?

Yes, absolutely. Here’s a quick step-by-step process for developing an SEO strategy at zero costs.

1. Find keywords using Google Keyword Planner
2. Write SEO-optimized content for your blog
3. Use the free version of Link Whisper to internally link articles
4. Monitor your rankings keywords with Google Search Console
5. Analyize Search Console for new content opportunities
6. Rinse and repeat


As you can see, there are a ton of free Google SEO tools for you to explore.

Google Keyword planner will help you find the right keywords and Search Console help you know how well your content strategy is going.

You don’t need to use all of these tools on the list, but you could give them a try to see which ones work best for you.

If you need more tools to better optimize your sites content, make sure you check out our post The 16 Best On-Page SEO Tools.

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