7 Google SEO Tools Every Website Publisher Should Use
If you want to have a chance to compete in Google’s search results, you need the right tools to analyze your website. The seven Google SEO tools on this list are must-haves to improve your website on a continuous basis.
1. Google Analytics
Topping the list is Google’s web analytics tool, Google Analytics. The lifeblood for SEOs, this web analytics platform allows us to peek into the performance of a website from many different angles.
Google Analytics gives important data points on not only the organic traffic channel but also other channels as well. In short: You can get the big picture of website performance, audience behavior and how marketing initiatives impact success.
2. Google Search Console
Another vital Google SEO tool is Search Console. A common question is how this differs from Google Analytics. This service is focused on improving a website technically for more visibility in the search results. This is where you can also find out if a Google penalty is impacting your site. Don’t forget to enable data sharing between Search Console and Google Analytics.
3. Mobile-Friendly Test
It’s no secret we are living in a mobile-first world. You can find the mobile-friendly test within Google Search Console, and you can also access it here. After inputting a URL, you’ll see a screenshot of how the webpage looks on a mobile device and whether it passed as mobile friendly. The tool also suggests a list of usability issues that impact mobile friendliness.
4. PageSpeed Insights
A fast site is good for your website visitors and your bottom line. PageSpeed Insights analyzes a URL and gives guidelines on how to make a webpage faster. You can access page speed data points and recommendations within Google Analytics or go to the PageSpeed Insights tool here. You’ll also get data that will be helpful to prepare for Google’s Page Experience ranking update in May 2021.
5. Page Experience Tools
Aside from the PageSpeed Insights tool, other Google SEO tools exist to help make a webpage better for the user.
Inside Search Console is the Core Web Vitals report. Core Web Vitals are part of Google’s Page Experience ranking update. In other words, these factors will impact how a webpage ranks in search.
But there are other tools you can use to improve page experience for the three Core Web Vitals:
1. To measure Largest Content Paint (LCP), or how well your page loads:
2. To measure First Input Delay (FID), or the interactivity of your page:
3. To measure Cumulative Layout Shift (CLS), which is the page’s visual stability:
6. Google Trends
Google Trends offers a lot of interesting data points that you can slice and dice to understand the popularity of search queries over time. You can input your own keywords, follow current trends or even see the year in search. Use it for seasonal trends or compare many terms at once. (Read more on how to use Google Trends.)
7. Search Quality Evaluator Guidelines
So this one isn’t a “tool” per se. You can’t enter a URL and get instant data on how to improve a webpage. But what you can do with the Search Quality Evaluator Guidelines is get a better sense of what Google believes is a quality site.
SEOs reverse engineer the information from Google’s “search quality rating” program to get tactical steps to improve websites. We’ve done that, too, and you can read the following for more: The Complete Guide to the Fundamentals of E-A-T and What Is Google’s “Needs Met” Rating and Why Should Website Publishers Care.
Every website publisher should have a tool stack that helps them improve their website. These Google SEO tools, which are available for free, should be a part of it — no question.
Feel free to comment below and tell us which Google SEO tools you think are indispensable.
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