If we talk about digital marketing, we have to mention Google, one of the most important channels for a successful strategy. A primary source of organic and paid traffic, it can significantly increase both conversions and brand reputation. A company that is so important for achieving marketing results could not fail to provide users and companies with a series of useful tools to help them in their work, also improving the quality of its properties.
There are many Google tools available for free, while others (for example Google Ads) are tied to an investment. In this article I have listed 9 that, in my opinion, are essential for those who deal with SEO and, more generally, digital marketing. These are resources that improve productivity and content creation, measure traffic and performance, or help optimize websites from a technical perspective.
Google Analytics 4 (GA4)
Knowing exactly what happens on the website, where visitors are coming from, and their journey, is crucial to guide marketing strategies and have accurate metrics to measure results. Google Analytics 4 (GA4) is the heart of monitoring a website’s performance. Compared to the previous version, it offers an event-driven approach, integrating data from sites and apps for a more complete view of user behavior.
With GA4, you can analyze purchase funnels and better understand user interactions. The use of artificial intelligence and machine learning allows you to obtain predictive insights, estimating which users are likely to convert in the future. In addition, GA4 provide
Google Search Console
If Google Analytics tracks the behavior of users once they land on the website, Google Search Console tracks what happens before the click, when they are on Google and see a page appear in the search results. You can analyze the clicks, impressions, and CTR (Click-Through Rate) of your pages. You can also submit a sitemap to help index, fix coverage errors, and check the status of pages on mobile.
With integrations that have enhanced this tool, Google Search Console is a key resource for finding indexing issues and getting suggestions for improving technical optimization. One of the most useful features is the Core Web Vitals report, which measures the speed and stability of the site layout to ensure a great user experience.
Google PageSpeed Insights
The loading speed of a website is a critical factor for SEO and UX. Google PageSpeed Insights analyzes the performance of pages on desktop and mobile devices, providing suggestions on how to optimize them.
It uses Core Web Vitals metrics such as Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) to measure site speed, responsiveness, and visual stability. It also offers practical recommendations such as reducing unnecessary resources, compressing images, and using caching to improve performance.
Google Trends
Google Trends helps you understand the evolution of searches on Google, identifying seasonal trends and changes in interest over time. A very useful tool for those who do content marketing and want to create content based on current and growing searches.
With Google Trends, you can compare interest across different keywords, analyze trends in specific geographic areas, and find out which topics are gaining popularity. Additionally, you can explore related queries, helping you come up with new content ideas that address the emerging needs of your audience.
Google Gemini
Google’s AI, Gemini, is a valuable ally for marketers. It can generate content ideas, analyze large amounts of data, and support in the creation of AI-powered SEO strategies. Useful for copywriting, semantic SEO, and insight analysis. Personally, I prefer OpenAI’s ChatGPT, but Gemini is one of the most viable alternatives and can be used at the same time to have more options to choose from.
With its advanced text generation and predictive analytics capabilities, Gemini can suggest titles, descriptions, and even structures for optimized articles and landing pages. Additionally, it can be integrated with Google Ads to generate more effective and personalized ads for your target audience.
Google Drive
Google Drive is not only a cloud storage, but also an ideal collaborative platform for managing digital marketing projects. With the suite of Google Docs, Sheets, and Slides, you can organize SEO reports, collaborate with your team, and store important documents at no cost.
With real-time synchronization, multiple users can work on the same files at the same time, making teamwork easier. Additionally, Google Drive integrates with third-party tools such as Trello, Slack, and Zapier, making it even more powerful for managing marketing activities.
Google Looker Studio (former Data Studio)
Google Looker Studio (formerly Google Data Studio) transforms raw data into interactive dashboards and custom reports. By connecting to sources such as GA4, Search Console, and Google Ads, it allows you to view key metrics clearly, making it easy to analyze SEO and marketing performance.
Dashboards can be fully customized and shared with your team or clients, improving data communication. Additionally, the ability to connect external data sources, such as databases and spreadsheets, allows for deeper and more targeted analysis.
Google Keyword Planner
Google Keyword Planner is the tool for identifying the best keywords for SEO and PPC strategies. It shows the search volume, competition, and cost per click of keywords, helping you choose the most effective ones for your niche. It is the free version offered by Google that can be an alternative to more advanced SEO tools.
You can filter keywords by location, language, and device type, resulting in more accurate data for your target audience. Additionally, the tool suggests keyword variations, helping you discover opportunities you may not have considered.
Google Business Profile (former Google My Business)
Google Business Profile (formerly Google My Business) is the fundamental tool for indexing local businesses, such as shops, restaurants, accommodation facilities. Optimizing your business listing improves visibility in local searches and on Google Maps, increasing the opportunities of attracting customers to your area.
With a well-optimized listing, you can add detailed information such as opening hours, address, phone number, and website. In addition, you can post updates, special offers, and respond to customer reviews, improving your brand reputation. Thanks to the built-in statistics, you can also monitor user behavior and understand what actions they take after viewing your listing.
Best Google tools for free
Google offers a full suite of free tools that can take your digital marketing and SEO strategies to the next level. Whether you’re analyzing traffic with GA4, optimizing your website with Search Console, or discovering new keywords with Keyword Planner, these tools give you a competitive edge at no cost.
