Online marketers have a love/hate relationship with Google, but there is no denying that Google has a stack of free tools that provide helpful data for digital marketing. Learn about some of Google’s most useful tools and how they can add value to your business.
Google Search Console, formerly known as Webmaster Tools, is a wealth centre of knowledge and resources for websites and SEO. Using Search Console, you can identify crawl issues, find broken links, test your structured data or robots.txt file. Essentially all the tools under Search Console help you get information on critical errors and issues with your website and how to fix them, and test whether Google can understand the information on your website in order to accurately index it for the search engine results pages.
Despite Google dropping the keyword data from Google Analytics this is still a powerful tool for small businesses. Google Analytics has data that can help you analyse content, user experience, traffic acquisition, page views and the success of your campaigns.
Whether you are planning a Pay-Per-Click ad campaign or wanting to investigate keywords for SEO, Google Adwords Keyword Planner is your best friend. Search for keywords, ad group ideas, get historical statistics and get predictions on how your keywords might perform. Although there are other tools that do the same thing, Google’s Keyword Planner remains a favourite among digital marketers due to its ability to return the highest volume keywords for a particular niche.
If you’re a local business, Google My Business is an important tool for local SEO and visibility. It allows you to get your business hours, phone number and directions on both Google Search and Google Maps.
As we know, page speed is one of many factors that affect our overall SEO ranking. This page speed tool, courtesy of Google Developers, allows you to test your page speed on a variety of devices including laptops and mobiles. In addition, it analyses your web pages to give you free tips on how to increase your page speed. They also offer a browser extension for both Chrome and Firefox in addition to the in-browser version which gives the most detailed results.
Want to know what’s hot and trending in searches and keywords? Google Trends can tell you. Analyse search data including historical, geographic and related term searches.
Google Alerts lets you monitor the web for interesting new content. You can set up alerts to follow industry topics, track mentions of your brand that haven’t been cited, find industry conferences and even keep an eye on what your competitors are up to. You can either get emailed new results or add it to an RSS feed.
As you can see Google has lots of tools to help you build and expand your business through your website and SEO, as well as analyse the results of your content and advertising.
What are your favourite Google tools and which ones are you keen to try?