website SEOWebsite Traffic
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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