Google offers entrepreneurs a lot of useful tools, many of them free. Find out more within this post!
“When we talk about Google, it seems that we refer exclusively to the search engine. Obviously, the search engine is the key to what Google represents for the online channel, companies and users. But in addition to this Google offers a series of tools or tools, many of them free, which are of great help to any online entrepreneur.”
With Google tools, you can optimize your eCommerce for your search engine, and that indirectly means doing it for SEO too. Therefore, today we start a series of post in which we will review what are the main tools of Google. It is possible that some of you already know them, but maybe others do not and believe us: you should know all of them.
Main tools of Google
As we have just commented, the ecosystem of the big G is much larger than we usually imagine. In today’s post we are going to focus on 3 of the most important Google tools.
# 1 – Google Search Console
It is formerly known as Google Webmaster Tools. Although the old name sounds a bit outdated, we must recognize that it defined better what it consisted of.
Google Search Console consists of a handful of resources of great use for those who manage a website. Its main functions are:
Appearance in the search engine
In this section we will know how Google presents our website in its results from the visual point of view.
It is the place where we can see which structured data are being used, the sources used, the specific pages where there are elements of this type and, if they exist, which contain errors.
Also here we can use a data marking wizard. Also noteworthy are the HTML improvements that inform us of incidents in metadata or non-indexable content (such as certain video formats or images).
Really useful for SEO. Although it is less complete than external tools, the information has the value of proceeding directly from Google.
With this functionality, you can know clicks, impressions, CTR and positions that you have occupied in searches. You can also apply different filters to search for queries that contain certain keywords, made from specific countries or depending on the device from which the query was made.
You can also access certain SEO off page information, such as internal and external links and even notification of manual actions (penalties).
Here you can know how many pages of your website have been entered into the Google database and, therefore, are likely to be displayed. It also allows you to remove from the index of certain pages in a timely manner.
Learn about Google’s tracking statistics and which pages you can not access or have not found (the famous 400 errors).
Here you can also try your robots.txt to make sure you are not blocking anything critical and upload a sitemap to interpret it (also knowing what you have indexed).
In summary: Google Search Console is a 100% free tool that all websites should have activated for what it contributes and for being an open communication channel with Google.
# 2 – Google Analytics
It is the most widespread web analytics tool. Thanks to Analytics we can know a large number of data regarding the traffic of our page and set KPIs that help us monitor the growth of the web or measured application.
Some of the most relevant data about our audience are:
- Number of sessions: set of interactions that occur with a site in a given period of time.
- Users: those who have started at least one session in a period of time.
- Number of visits: is the total, regardless of the fact that the same user has made several visits during one or more sessions.
- Pages per session: how many pages of media each user has seen.
And we could continue because Google Analytics has a huge capacity to generate data (and in real time!). Of the tools of Google, without a doubt Analytics is the most complex. Divide the information in:
- Audience: everything seen, more geo-demographic data, devices used, behavior of new and recurring users…
- Acquisition: from which channel the traffic comes, what are the sources, query data associated with campaigns…
- Behavior: what pages have been seen, how many, how long, pages of input and output…
Also in Analytics we can set objectives and even create multichannel funnels. We leave this for advanced analysts.
That said, even if you are not an expert, you can get insights and information very relevant to your future strategy. Analytics is also free, although there is a premium payment version well above 100K dollars that is suitable for large corporations.
# 3 – Mobile Test
Contrast with what has been seen so far, because it is very simple to use and hardly has any options. This does not mean that it is not important, and even more in a scenario in which Google wants everything to work well on mobile (its priority far above the Desktop versions).
You only have to access this URL and enter your domain in the search box. In just a few seconds it will load a representation of your mobile page and tell you if your page is adapted for optimal use from mobile devices and what you should improve.
If you have the page linked to Google Search Console, you can also access a mobile usability report available there.
# 4 – Google Page Speed
How important is the loading speed of websites, right? In fact, it has recently been confirmed that it becomes an SEO ranking for mobile engineers starting in the middle of 2018.
The simplicity of Page Speed does not hurt anything of importance and usefulness. Just enter the URL we want to analyze in the search box and click on the “Analyze” button. In a couple of seconds you will have your analysis.
It’s a way to see at a glance what level of optimization we have regarding the average of the pages.
The best of all is that it gives us the data independently for desktop and mobile versions, as well as the opportune recommendations to improve specific aspects. These tips usually go through:
- Optimization of images
- Gzip compression
- Search resources
- Removal of redirects
This is an orientation on those areas in which we must act before.
# 5 – Google Trends
I feel weak for this tool. What is measured is nothing less than tendencies, and also offers us a future projection.
You just need to enter the term or terms to analyze and compare properly and will provide us with very relevant information about:
Interest over time: this information is represented by a very visual graphic.
Interest in the region: a map in which we can quickly see which areas are most relevant to a particular issue.
Google Trends is really a multipurpose tool. You can help us from doing a market research to a keyword research. Often, the keyword that has a higher volume today is not the one that is growing more and, therefore, the one that has a better future.
# 6 – Google Data Studio
Those we’ve seen so far are quick query tools, but Data Studio is not so much. Let’s say that in complexity it is below Google Analytics, but it has its difficulty.
Thanks to Google Data Studio, we can prepare reports and dynamic dashboards with impeccable visualization of the data.
It is great to avoid the boring task of reporting. Once we decide what we want to show and connect the data sources, any client or department can access it through a URL and manage their own queries.
You can generate your data using several sources, such as other Google tools in the style of Search Console, Analytics or Adwords, but also from external sources such as a spreadsheet or a database. The possibilities are almost endless for developers, analysts and, of course, the person in charge of marketing.
One of the best things is that you can use templates, so you only have to change the origin of the data and you will use the work done to see the data of different clients.
# 7 – Google My Business
Essential for local searches. This tool allows us to configure all the information about our business that appears when someone searches for our brand name or Google Maps.
Do you know the typical box on the right side of the Google results page? Exactly, the one in which you see the full address, the link to the web, company photos, reviews…
As you can imagine, all this information is very relevant when it comes to SEO at the local level. But it also influences PPC through Adwords, which can be linked to the placements that appear in the ads.
Take a look at your file because it may even exist even if you have not created it yourself. If that’s the case, ask for it to be under your control, and if it does not already exist, you’ll have to sign up.
You will need to verify the address through a call, a telephone message or postal mail, but it will not take you too long and it is worth it.
Fill in all possible fields, paying special attention to the area of activity or category of the business, on the web, schedules and other attributes relevant to your audience.
# 8 – Google Correlate
Of all the tools we have seen, this is the most complicated one. Not so much for its interface, which is really simple; Its complexity comes more conceptually.
Basically, what Google Correlate does is presenting us with search information / related keywords.
So far, you will see that there is not a big difference with the keyword module in Google Trends that we talked to you. As in the trends tool, it also shows graphs and comparisons.
The most interesting thing about Correlate is that we can see what terms, in the eyes of Google, have a relationship even if it is not direct or semantic. What’s more: each keyword has an assigned coefficient that tells us from 0 to 1 how clear the correlation is.
It also allows us to use our own data sources to analyze them and, as a curiosity, draw a curve and see what trends fit.
These data are interesting when defining a keyword research or a content strategy. Correlate works especially well in the hands of Google Trends.
# 9 – Google Alerts
This is one of our favorites, the most useful, and it may be that of the less widely used by the general public.
As the name suggests, this is a very simple alert service to implement. Just look for the topic that interests us to monitor, set a frequency, choose the sources (or leave it automatic), language, region or regions, the amount (all or better results) and the email in which you want to receive your alert .
As of that moment, every time the system registers news on this subject, it will send us to our mail with the defined frequency: whenever there is news, once a day, a weekly summary …
It’s great to nourish our content strategy, corporate social networks, monitor our brand and, of course, be up to date with what happens in the niches we are most interested in.
# 10 – Google Spreadsheets
Google spreadsheets are great. They work a lot like an Excel to which they have little to envy.
But they also have huge additional advantages, such as being in the cloud through Google Drive, which not only makes documents accessible from any computer and device, also makes them collaborative as they can be edited by more than one user at the same time.
The truth is that it is very good for teamwork: what in a desktop tool are simple comments inserted in a cell, here it becomes a chat that also notifies us via email each update.
Another thing to keep in mind is that it has advanced options that integrate well with the rest of the Google ecosystem. It allows us to use it as a data source for Data Studio, to link data with scripts for Adwords…
One of the most essential Google tools.
# 11 – Google Voice
Since Android is the most important mobile operating system on the market, and taking into account the infrastructure and the domain that Google has with everything that has to do with the Internet, it seems logical that at some point the possibility arises of operating as a voice over IP provider.
This logical evolution came true 6 years ago when it was baptized as Google Voice. A really advanced tool that allows us to make local calls completely free from our computer or phone (Android or iOS).
It is really advanced because it allows us to use a deviation number because it is not necessary to provide a third party with our “real” telephone. We can link it with several numbers so that the call received sounds in all of them. In addition, it offers us transcription of the calls, text messages … Oops, it is very, very powerful.
It never hurts to have an alternative to regular or standard operators, and more if, as we said, it is a totally free service with regard to local calls.
For international credit must be loaded because they cost approximately $ 0.16 per minute which, frankly, is not crazy.
For more information, watch the following video: