Choosing the right SEO tools can be confusing with so many options out there some free, some paid, and all offering different features.
A great place to begin is with Google SEO tools. They are completely free and give you useful insights, reports, and tests to help improve how your website shows up in search results.
Top Google SEO Tools for Webmaster
1. Google Search Console
Google Search Console is a free tool from Google that helps you keep an eye on how your website appears in search results. It shows you how Google views your site, points out any problems that might stop your pages from showing up properly, and gives helpful tips to fix those issues so more people can find your site online.
Key features:
- Performance reports (clicks, impressions, CTR)
- Index coverage and sitemap submission
- URL inspection and mobile usability reports
How to Use Google Search Console the Simple Way
To get started with Google Search Console, the first thing you need to do is prove that you own your website. This lets you unlock all the tools and data inside the platform. If you are using Rank Math, the process is super simple, just follow this guide to verify your site in just a few steps.
Once you’re set up, take some time to explore the different reports. Look at how your site is performing in search, which pages are getting seen, and if Google is having trouble indexing anything. If you see any errors or warnings, don’t worry, Google often gives suggestions on how to fix them. Make those changes, and your site will be in much better shape for showing up in search results.
SEO Tip: Improve CTR by optimizing pages with high impressions but low click-through rates.
2. Google Analytics
Google Analytics 4 is a free Google tool that shows you what people do on your website. It tells you how many visitors your site gets, where they come from, which pages they like the most, and how they move around your site. This helps you understand what’s working well and where you can make improvements to keep visitors engaged.
Key features:
- Traffic and user behavior reports
- Audience demographics and sources
- Conversion tracking and goal setup
Sure! Here’s a rewritten, simplified, and copyright-free version for a general audience:
How to Set Up Google Analytics (Even If You’re Not a Tech Expert)
First, create a free account on Google Analytics and add your website. Once that’s done, you’ll need to install a small piece of code on every page of your site, this is what lets Google track who’s visiting, where they’re coming from, and what they’re doing on your site.
If you want to track things like contact form submissions, purchases, or other actions, you can define those as “goals” in Google Analytics. For online stores, you can also enable eCommerce tracking to get more detailed info on sales.
To get even more insights, link your Google Analytics account to your Google Search Console. This lets you see which keywords bring traffic and how many people click through from search results.
Check your traffic and behavior reports regularly to understand what’s working, what needs improvement, and how visitors are engaging with your site. With this info, you can make smarter SEO decisions and grow your site more effectively.
SEO Tip: Use bounce rate and session duration to gauge content relevance and engagement.
3. Google PageSpeed Insights
Google PageSpeed Insights is a free Google SEO tool that checks how fast your website loads and how well it performs. It looks at both the mobile and desktop versions of your site, using real visitor data and Google’s guidelines. After the test, it gives you helpful tips to make your site load faster and work better for users.
Key features:
- Performance scores (0–100)
- Core Web Vitals assessment
- Improvement suggestions like image compression and caching
How to Make Your Website Faster with PageSpeed Insights
Start by going to the PageSpeed Insights website and typing in your website’s address. The tool will check how fast your site loads and give you a score along with a list of tips to make it better.
Some common suggestions might include:
- Making your images smaller so they load quicker
- Cleaning up unnecessary code like CSS or JavaScript
- Speeding up how fast your server responds
- Turning on file compression to shrink large files
Once you have made these improvements, run your website through the tool again to see if your score has gone up and to check if anything else needs fixing.
SEO Tip: Prioritize loading speed improvements for mobile users to enhance performance and rankings.
4. Google Keyword Planner
Google Keyword Planner is a free Google SEO tool through its Ads platform. Even though it’s mainly meant to help with paid ad campaigns, it’s also super useful for SEO. It helps you discover what words or phrases people are searching for on Google, how often they’re searched, and how competitive those keywords are. This makes it easier to create content that matches what your audience is actually looking for.
Key features:
- Keyword ideas based on terms or URLs
- Search volume, competition, and trend data
6 Easy Ways to Use Google Keyword Planner:
- Know Your Goals
Start by knowing what you want, more traffic, more sales, or better rankings and who your ideal visitors are. - Find Relevant Keywords
Use the tool to search for keywords related to your product, service, or topic. It will suggest related terms people are searching for. - Check Search Volume and Competition
Look at how many people search for each keyword and how competitive it is. This helps you decide which ones are worth targeting. - Pick a Good Mix of Keywords
Choose a variety of keywords, some that are very popular, some that are easier to rank for (low competition), and some longer, more specific phrases (called long-tail keywords). - Use Keywords Naturally on Your Site
Add your chosen keywords into your website’s content; titles, headings, page descriptions, and the main text, but make sure it still reads naturally. - Keep an Eye on Results
Over time, watch how your keywords are performing. Be ready to tweak your content and keyword choices if search trends or competition change.
SEO Tip: Focus on long-tail keywords with low competition for easier ranking opportunities.
Final Thoughts
With so many SEO tools out there, sometimes the smartest choice is to use the ones made by Google.
These free Google SEO tools can help boost your online presence and support your business growth.
They give you helpful information about how your website is doing, what people are searching for, and how to make your content better.
Using these Google SEO tools, you can improve your website so it shows up higher in search results, bring in more visitors, and get noticed more online.
