The 5 best free tools for Google SEO – Telefónica

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SEO (Search Engine Optimisation) has become one of the key elements for the success of any digital strategy. Brands are implementing increasingly stronger strategies to stay among the top positions on Google and thus increase their organic traffic. As they say, appearing on the second page or beyond the SERPS (Search Engine Results Pages) is the same as being invisible to the user.
Sara Frieben Follow
Digital Growth at Telefónica Innovación Digital.

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Something we have learnt over the years in the digital world is that if we want to make our business sustainable over time, it is essential to work on and boost organic traffic on a constant basis, without relying on paid traffic.
And to boost this organic traffic, it is essential to have an expert team whose objective is to improve visibility in search engines. This task is increasingly complex due to the constant changes in Google’s algorithms and their respective deployments and updates.
In addition to having this expert team, we can rely on other resources to help us optimise results. And this is where Google provides us with a set of very comprehensive tools that help both website owners and SEO professionals analyse and improve the search performance of our site.
Below, we are going to analyse 5 of Google’s best SEO tools so that you know what functions they have and why you should use them. And best of all, they are free!
It is an indispensable tool for anyone involved in SEO, as it allows you to track the positioning of your website.
The main functions are:
Together with GSC, this is another essential tool for any marketing expert and digital business owner. This analytics platform collects event-based data from your website or application and is essential for understanding how users behave. Although it is not an exclusive SEO tool, it provides very valuable metrics such as bounce rate or time spent on the site.
Among the main functions, we can highlight 3:
In addition, you can generate real-time and customised reports giving you a complete overview of the web traffic your site receives.
This tool allows us to improve the user experience (UX), as it analyses the loading speed of pages on both computers and mobile devices. This factor is key for Google ranking and positioning. If your website loads slowly, users may quickly abandon it and Google may penalise it.
The tool assigns scores between 0 and 100 and also provides recommendations for the following categories:
With this tool we can detect what search trends are occurring nationally and internationally. This is very useful for discovering popular topics, identifying content opportunities and observing changes in users’ search behaviour. For example, it can help us to know when a user starts looking for ideas to give to their partner for Valentine’s Day.
Its main functions include:
Google’s keyword planner is the simplest, fastest and free tool for finding keywords. It is mainly used for SEM (Search Engine Marketing), advertising campaigns on Google Ads, but you can also use it to discover keyword ideas for organic search.
To access the planner, you must first set up a Google Ads account and once you have done so, you will be able to:
Throughout the post, we have looked at how we can analyse the performance of our business with Google Search Console and how to research the most relevant keywords for our sector with Google Keyword Planner.
Each of these tools helps us to take our SEO strategy to the next level, which will make all the difference to the visibility and success of your website in search engines.
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SCAMPER your way to better SEO and content marketing ideas – Search Engine Land

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SCAMPER your way to better SEO and content marketing ideas  Search Engine Land
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How to Leverage AI for SEO in 2025 – TechBullion

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The future of search engine optimization is evolving rapidly, and artificial intelligence (AI) is at the forefront of this transformation. As we look ahead, SEO in 2025 will be defined by AI-driven tools and strategies that optimize efficiency, personalization, and results. To stay competitive, marketers must embrace these changes and adapt their approaches.
AI’s ability to process and analyze vast amounts of data is revolutionizing the SEO industry,” says Krasimir Hristov, CMO of ESBO Ltd. “From predicting search trends to optimizing technical elements, AI is enabling marketers to streamline their efforts. SEO in 2025 will rely heavily on these advancements, as AI continues to refine processes and provide actionable insights.”
Dzhingarov also highlights that “AI-powered tools are already being used to identify keywords, automate repetitive tasks, and improve content creation. As these tools grow more sophisticated, they will play an even bigger role in driving SEO success.
In SEO in 2025, AI will make predicting search trends more accurate than ever before. By analyzing historical data and consumer behavior, AI tools can help marketers anticipate shifts in search patterns and craft content strategies to stay ahead of the competition.
For instance, BrightEdge reports that 84% of marketers see AI as critical for identifying and leveraging search trends, with nearly half already integrating AI into their SEO workflows. Timing will also be a crucial factor—AI will enable marketers to publish content when audiences are most receptive, ensuring higher engagement.
AI is not just about innovation; it’s also about efficiency. Automation will be a cornerstone of SEO in 2025, enabling businesses to save both time and money. Generative AI tools can assist content creators by generating topic ideas, drafting articles, and even scheduling posts. This reduces the reliance on large teams while maintaining high-quality output.
AI is also transforming technical SEO. Tasks like resolving broken links, optimizing page speeds, and fixing backend issues can now be handled by AI tools at a fraction of the time and cost. Gartner reports that 72% of companies using AI-powered SEO tools have seen a 30% reduction in manual tasks, highlighting the financial and operational benefits.
Personalized content will define SEO in 2025. AI can analyze user data—such as browsing history, preferences, and behavior patterns—to deliver tailored experiences. This personalization enhances user engagement and satisfaction, as audiences receive content that aligns with their specific needs.
For example, someone searching for “brownie” might want a recipe, while another might be looking for a bakery nearby. AI tools can differentiate between these intents, providing highly relevant results. Statista found that 63% of marketers experienced increased customer engagement through personalized AI-generated content, further emphasizing its importance.
SEO 2025
As AI becomes more integrated into SEO in 2025, ethical and regulatory considerations will take center stage. Issues like content ownership, data privacy, and compliance with laws such as GDPR must be addressed. For instance, Google’s AI-generated search summaries, which reduce the need for users to visit websites, are already impacting site traffic and revenue for content creators.
Marketers must ensure their AI strategies are transparent and comply with regulations to maintain trust and credibility. Ethical practices will be vital for navigating these challenges while maximizing the benefits of AI.
The rapid evolution of AI presents both opportunities and challenges for SEO in 2025. To thrive, marketers must stay informed about technological advancements and adapt their strategies accordingly. By embracing AI-powered tools, businesses can create personalized, efficient, and ethical SEO campaigns that drive results.
While the future of SEO is still unfolding, one thing is clear: AI will play a pivotal role in shaping its direction. By understanding and utilizing AI’s capabilities, marketers can position themselves for success in an AI-driven world.
SEO in 2025 is not just about keeping up with change—it’s about leading it. By leveraging AI’s transformative power, businesses can create innovative strategies that deliver measurable results and ensure long-term success.
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3 SEO Insights and Tips for 2025 – MarketingProfs

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Search will continue changing this year. What does that mean for SEO? How do you plan for the unknown? What do you need to know to focus your energy among the bombardment of changes and updates?
Join SEO expert Janet Driscoll Miller for 3 SEO Insights and Tips for 2025.
In this free webinar, you’ll learn:
You’ll walk away with Janet’s latest distilled insights and recommendations to inform your 2025 marketing strategy.
Janet Driscoll Miller is the president and CEO of the award-winning digital marketing firm, Marketing Mojo, and the author of Data-First Marketing: How to Compete and Win in the Age of Analytics. With over 25 years of marketing experience, she specializes in data and analytics, SEO, and digital advertising. Janet is Google Analytics certified.
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Why Generative Engine Optimization (GEO) Is the New SEO – Built In

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Generative engine optimization is the process of building content that influences generative AI search results for users. Our expert explains how brands can optimize for AI-generated results.
Generative AI search is reshaping how people find information, make decisions and interact with brands. Generative AI tools like Google’s AI Overviews now provide users with a tailored, contextually rich response for many of their queries in an attempt to offer a more seamless and personalized experience. This shift in search is redefining how consumers engage with search engines and the digital world.  In fact, Google expects its AI Overviews to reach 1 billion searchers before the end of the year.
Generative engine optimization is the process of building content and digital assets that influence generative AI search outputs. The most common ways to improve brand performance in AI overviews is through using customer inputs to produce high quality content, owning asset development to maintain asset control and continuing to optimize for search. 
This also means it’s changing the ways that consumers learn about products and brands.
As generative search continues to develop as a pivotal touchpoint in the buyer’s journey, it will inevitably impact consumer decision-making and brand understanding. But how much control can brands really have over these AI-generated narratives? 
 
Generative engine optimization (GEO) is focused on building content and digital assets that influence generative AI outputs for users. Compared to SEO, which is focused on influencing the ranking of a page within organic search, GEO allows brands to be cited within composed responses — in Google, but also in other generative search platforms like ChatGPT. 
Ultimately, this additional visibility positions brands as helpful and authoritative guides, understanding and supporting user needs with relevant information quickly. It also injects more control for brands in a space where more and more consumers are asking questions. Compared to traditional organic search results, these strengthened touch points offer more personalized, immediate responses for consumers:  positive experiences that have never been more important for brands.
A recent American Customer Satisfaction Index study found that less than two years ago, customer satisfaction in the United States was at its lowest point in 20 years. I believe one major reason is that consumers today expect brands to anticipate their needs and deliver authentic and relevant insights in real-time, and they reward those that do with their business and long-term trust.
Generative search, when approached strategically, can help brands restore and strengthen this critical element of the customer relationship. 
More on MarketingWhat Do Google’s Anti-Trust Lawsuits Mean for Your SEO Strategy?
 
GEO is an opportunity to bridge the trust gap by becoming visible as an authoritative resource and injecting control into a brand’s online narrative. 
Generative search results are typically generated in two ways. First, large language models (LLMs) are trained on a wide, sedentary repository of information. Second, generative models use retrieval-augmented generation (RAG) models to pull information from organic search results and ranking pages. These two approaches are what influence generative compositions. Therefore, content that ranks well in organic search, answers specific consumer queries, and adds to a vast web of authoritative brand content, is more likely to be pulled into those AI Overviews. 
Brands can strategically shape generative AI search results by:
 
While traditional SEO remains a cornerstone of digital strategies, GEO introduces a forward-thinking approach to ensuring brand visibility and influence in generative AI-driven searches.
However, strong marketers shouldn’t see this as an either-or conversation: traditional SEO and GEO efforts must cross over.
Brand assets establish authority on topics supporting both SEO and GEO efforts simply because organic and generative searches aim to serve the right content to the right users at the right time. The success of each plays a significant role in increasing brand controllability. 
Keep in mind that the measurement of impact will be different between the two methods. Since SEO measurement has had more time to grow, it is easier to measure metrics that actually matter to businesses, like leads, revenue, traffic and SERP controllability. As GEO evolves, we will be looking to measure the same metrics, but it will take a while for the platforms and tools to get to the same level of granularity that we have today with SEO.
As with any technological advancement, there is no need to overreact. Proceed with caution and rely on the predictability that the digital landscape is unpredictable. In the meantime, make sure your brand management strategy is diverse. Don’t abandon SEO. Instead, optimize it for the new way your customers are searching.
More on MarketingGoogle Ads vs. SEO: A Guide
 
Integrating GEO into your digital strategy isn’t just about keeping pace with technological advancements; it’s about maintaining control over your brand narrative and building connections with consumers in an era of diminishing trust. By creating high-quality, data-driven content, exercising control over owned assets and strategically optimizing for search visibility, brands can enhance their relevance and authority in this new search ecosystem.
Embrace this revolution, and your brand can build trust, strengthen consumer relationships, and stay ahead in an increasingly AI-centric world. The future of search is here — it’s time to learn, experiment, and optimize for it.

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SEO Strategy Guide: 14 Must-Do Things to Prepare for 2025 – Search Engine Journal

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2025 is closer than you think! In some parts of the world, they already start playing Christmas songs and setting up decorations. It reminds people to begin planning for their holidays – but there’s plenty of time to prepare for other things too.
Like next year’s SEO.
Begin your preparations with the full SEO 2025 guide>>>
It’s constantly evolving. But however it may look like today or tomorrow, SEO is inescapable.
As long as you have even one website, you will need to keep up with the times and optimize it accordingly. Especially if it makes you money.
Even the most successful folks look down and see countless challengers plotting to one-up them. And if you aren’t there yet, then you are one of those challengers.
Sometimes, you may feel lost in this never-ending race to the top. Even when you think you know what you are doing, you just aren’t getting the results you want! Who can’t relate?
But the beauty – and the curse – of SEO is that there’s always something you haven’t tried yet. Something that can positively influence your rankings and revenue.
SEO isn’t easy, but it’s easier than most people think. Despite Google’s best efforts to make it more demanding, the SEO community never falls behind – and so we present you this SEO guide for 2025.
Its objective: to make your site more visible in search and more profitable.
Keywords are the foundation of SEO. Although content is king, keywords come first: they decide what sorts of users will find you in search. And since you want to be found by the right users, you’d better choose your keywords wisely.
What kind of keywords are good for your site?
In non-SEO terms, it means lots of people type those keywords into search bars. A few hundred searches per month is good, but going higher is always encouraged. The more, the better.
The relationship between a site owner and the users works like any business transaction: if you don’t offer them what they want, they won’t take it.
It’s like buying new shoes. If you are an adult with a size 7.5, you are not going to buy children’s shoes (not for yourself, anyway). And looking for generic shoes without anything specific in mind will take you forever to find what you really need.
Keywords are much the same. If you have an online store where you sell shoes, then a product page optimized for the keyword “shoes for women size 7.5” will do a much better job than one saying “shoes for women” or even just “shoes.” Bottom line: use keywords which describe precisely what your target audience wants to find.
High competition for a keyword means many other sites are already ranking for it – and beating them all won’t be easy. But pretty much every keyword has a less competitive version. You just need to find and use it.
How do you find keywords which match all these criteria?
For search intent, you must know your target audience and their needs really well, and then use your best judgment. Other factors can be represented in numbers, and that’s where SEO tools come in, such as WebCEO’s Keyword Suggestions tool.
Do you have any keyword ideas of your own? Enter them in the field and press Search. The tool will generate a table of related keywords, and then you just pick the most promising ones.
Got your keywords? Great. Now, you need to make sure you are using them well.
For maximum effectiveness, your site pages must have keywords in these places:
Scan your site pages with WebCEO’s Landing Page SEO tool to check the state of your keyword placement.
If the tool finds any spaces that could be filled with keywords, do it and run another scan afterward. Instant improvement before your eyes!
One more thing: while having keywords is a must, avoid going overboard with them. One set of related keywords per page, or even one keyword per page is usually enough. Then weave the keywords into your text in a natural-sounding way. The gold standard for content is normally written text with helpful information.
It’s easy to turn your website into a poorly interlinked mess if you don’t know what you are doing.
When you do know what you are doing, you can help your most important pages receive a significant ranking boost – just by placing links correctly.
Your users will appreciate it, too. Who doesn’t like having all the content they need at their fingertips?
So here’s the recipe for an optimal site structure:
But to use links on your site like a pro, you want to know exactly how much authority your web pages have. And you can find out with the right SEO tools.
Scan your site with WebCEO’s Internal Links tool to get this information.
This tool will reveal the pages with the highest amount of link juice. Proceed to share it with your most valuable pages just by linking to them from those high-authority pages.
This practice is at its most effective when the interlinked pages are related to each other through their topics – in other words, when they form a topic cluster. For example, a page about the best toothbrushes and another about the best toothpastes. It’s natural to link the two together, so a slight ranking boost to both is guaranteed.
How long is too long? Five seconds may not seem like much, but if that’s how long it takes your page to load, most users will have already left.
People hate slow loading pages. People hate waiting in general. Whatever the place or the website, everybody wants to be serviced without delay.
And Google concurs. That’s why site loading speed is a major ranking factor, one you absolutely must not neglect.
And it’s one of the easiest ones to improve, too!
First, scan your site with WebCEO’s Speed Optimization tool.
Not only it measures your pages’ loading speed and Core Web Vitals, it also offers constructive criticism by detecting what’s slowing your website down. Just follow the tips from the report and watch your website soar.
And remember to be on constant alert for any slow loading site pages. Set the Speed Optimization tool to send you regular reports, and if you find a page that’s dragging its feet, help it take off.
Nothing is perfect, not even the best website in the world. Things break, errors appear. But no self-respecting site owner will let things stay broken – that’s recipe for losing your customers!
You are better than that, too. Scan your site for errors now with WebCEO’s Technical Audit tool.
This tool detects all kinds of hiccups, from broken links to more serious issues like server errors. Look upon your report and do not despair. It’s merely a list of fixable things.
You can solve those problems yourself or send the report to your site admin and let them handle it. After the job is done, rescan your site and generate another report showing the drop in errors. Your client will love it.
And yes, the Technical Audit tool can also send automated scheduled reports.
What do you think is the number one ranking factor? Which one of them can give you the highest ranking boost?
The hint is right there in the heading above. That’s right: backlinks.
Links from other sites pointing to yours. If your site isn’t on Google’s #1 page, then lack of good backlinks is most likely why (assuming everything else is okay).
To see if you have a backlink problem, you need to check the current state of your link profile.
How can you do that? Scan your site with WebCEO’s Backlink Checker.
What should you be looking for there?
Knowing the state of your link profile opens two different paths to improving it: link building and link detoxification. Let’s start with the former.
If you want to gain new backlinks and increase your site rankings, you’ll want to do some link building.
Which sites give the best backlinks?
And the closer they fit these criteria, the harder it will be to land your backlinks there. Those sites have high standards.
Link building is a whole challenge of its own – but there are plenty of good strategies for that.
To name but a few:
And we strongly encourage you to try out even more. You may find some of the link building strategies easier or more effective than others.
You bet it’s just the beginning. Do you want to take up even more SEO techniques to start preparing for 2025?
Good news: the full SEO guide is exclusively available to WebCEO users in PDF format, and it’s completely free. Download it now and get a head start on your competitors!
The opinions expressed in this article are the sponsor’s own.

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How Gen AI Is Transforming Market Research – Harvard Business Review

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A guide to the most promising opportunities. by Jeremy Korst, Stefano Puntoni and Olivier Toubia
Among all the managerial functions, marketing is likely to be the one that’s most disrupted by generative AI. Recognizing the technology’s potential, academics and practitioners alike have been investigating new ways to apply it to customer service and content creation for some time now, but recently the business world has started paying attention to the impact it could have on other marketing activities. The most exciting of these is market research, the processes by which firms gather data and generate insights about customers and competitors.
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