Best Free SEO Tools from Google [Complete List]

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In the big world of SEO, having the right tools is super important for being successful.

Google, which is a big deal in the digital world, has lots of really important tools that can help SEO professionals do their work better, understand data, and make their online projects more visible.

This article looks at some of the tools Google offers, explaining how each one can be used for SEO and why you should consider adding them to your digital toolbox for a successful online marketing plan. 

Whether you’re managing ads or working with a team, find out how Google can be a great partner in the world of SEO.

Web Analytics Tools:

Let’s start by looking at Google’s suite tools for digital analytics:

1. Google Analytics

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Google Analytics is a crucial tool for any digital marketer, SEO enthusiast, or website owner. 

It gives you a deep dive into your website’s traffic, showing how users behave, analyzing conversions from different sources, and even providing real-time visual data. 

With a wide range of metrics and dimensions, it allows you to get a detailed understanding of how your project is performing. What’s even cooler is that it can seamlessly work with other Google platforms, adding more value to it.

Why we think it’s awesome:

  1. It provides vital data that helps you make informed decisions to boost your online business’s performance.
  2. Its compatibility with other Google tools makes your analysis more comprehensive.
  3. The large community and resources available are a treasure trove for learning and quick problem-solving.

2. Google Tag Manager


Google Tag Manager makes life easier for marketers by simplifying tag management, all without the need to tinker with the website’s code. 

With its user-friendly interface, you can easily track conversions, events, and much more. 

Plus, when you centralize tag management, it can help speed up your website, making it a perfect companion to GA4.

Here’s why we think it’s great:

  1. It streamlines the process of adding and handling tags, saving you time and resources.
  2.  You don’t need advanced technical skills to use it, which means even users with less technical experience can take advantage of it.
  3. It plays a role in improving site performance by managing tags in one place.

3. Looker Studio [Google Data Studio]

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Looker Studio, which is also known as Google Data Studio, is a powerful data visualization platform. 

It allows you to create interactive reports and dashboards that make it easy to understand and analyze data. 

With its user-friendly interface, you can connect various data sources for a more comprehensive, detailed, and clear analysis.

Here’s why we think it’s great:


  1. Its user-friendly interface makes it simple to create attractive and easily understandable data visualizations.
  2. The capability to link multiple data sources allows for more in-depth analysis.
  3. It supports real-time collaboration and report sharing, which improves team decision-making.

4. Google Optimize (currently discontinued)

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Optimize was a crucial tool for improving user experience and conducting A/B testing. 

It allowed us to test different versions of a page to determine which one performed the best. 

Moreover, its integration with Google Analytics made it easy to analyze the test results.

Here’s why we found it so valuable:

  1. It simplified the process of implementing A/B testing and site personalization, leading to a better user experience.
  2. Its integration with Google Analytics provided us with detailed result analysis.
  3. It enabled the personalization of content for various user segments, which can significantly enhance conversion rates.

Keyword and SEO Tools

Few tasks are as important for SEO as conducting keyword research to create topic maps, generate navigation structures, and produce relevant content to enhance a project’s topical authority. 

Below, we’ll share the best collection of free SEO tools that Google offers for your use.

Keyword and SEO tools

Few tasks are as relevant in SEO as keyword research for topical maps designing, navigational blueprints crafting and relevant pilar content writing to boost the authority of a project on a specific topic (topical authority).

Below, we share the best arsenal of free SEO tools that Google leaves at your disposal.

5. Google Trends

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Google Trends is a Google SEO tool that analyzes search trends over time. 

It helps you spot hot topics and compare the popularity of different search terms as time goes by. 

This makes it easier to decide what new content areas to explore, whether it’s for a blog, products, or categories, based on actual user interests. It’s a key factor in optimizing your content strategy.

Here’s why it’s great:


  1. 1. It offers a clear view of search trends, making it easier to fine-tune SEO strategies.
  2. 2. You can compare the interest in various terms and regions.
  3. 3. It’s user-friendly and provides easy-to-understand data visualization.

6. Google Search Console


Search Console is a must-have tool for SEO professionals. 

It offers vital information about how a website is performing in Google’s search results, pointing out errors, penalties, and other important details. 

It’s a tool that helps you keep an eye on your site’s presence in Google’s search results.

Here’s why we appreciate it:

  1. It gives you in-depth information about your site’s performance in Google search.
  2. It assists in identifying and resolving technical issues.
  3. It enables you to check indexing, crawlability, and improve your site’s visibility.

7. Google Ads (anteriormente AdWords)

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Google Ads is a robust platform for online advertising. While it’s most famous for managing ad campaigns, it also provides handy tools for SEO, like the Keyword Planner.

Here’s why we find it great:

  1. It simplifies the task of finding relevant keywords and understanding their competition.
  2. It offers valuable insights into how your campaigns are performing and how to make them even better.
  3. It can easily be integrated with other Google tools to create a seamless digital strategy.

8. Google PageSpeed Insights


PageSpeed Insights assesses a website’s loading speed and offers suggestions for making it better.

This is essential for both user experience and SEO.

Here’s what we appreciate about it:

  1. 1. It gives a thorough analysis of the factors that influence loading speed.
  2. 2. It offers specific recommendations to enhance your site’s speed.
  3. 3. It plays a significant role in improving user experience and SEO performance.

9. Google Structured Data Testing Tool


This tool enables you to validate and test structured data on a web page. It’s perfect for making sure that search engines grasp the site’s content using structured data markup.

Here’s why we think it’s great:

  1. It simplifies the validation and testing of structured data, which is vital for technical SEO.
  2. It points out issues and offers suggestions to enhance implementation.
  3. It contributes to optimizing your site’s appearance in rich search results.

10. Google Mobile Friendly Test

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This application allows you to check whether a website or URL is ready to adapt its web design to navigation with a mobile device without negatively affecting the user experience.

This is known as responsiveness.

And it also allows us to check for Googlebot’s crawling problems.

Since all Googlebot search engine indexing is based on mobile first indexing, this tool is an essential test for any SEO.

Why we like it:

  1. Indicates if the page is optimized for mobile devices.
  2. Identifies potential blocking errors by robots.txt 
  3. Determines if the page is available to Google.

Google Maps and Location Tools

Google offers entrepreneurs, marketers, and SEO professionals a vital set of tools for businesses that rely on local commerce.

Crucial for a successful local SEO strategy implementation.

Companies in the retail and hospitality industry  have access to a suite of essential tools, including:

11. Google Mi Negocio (Google My Business)


Google My Business enables business owners to oversee their online presence on Google Search and Google Maps. It plays a critical role in local SEO and engaging with customers. Without such a listing, it’s nearly impossible to appear in local search engine results.

Here’s why we love it:


  1. Enhances local search visibility.
  2. Permits interaction with customers through reviews and questions.
  3. Offers insights into how customers discover and engage with the business.

12. Google Maps Platform


Google Maps offers tools for embedding map services, routes, and places into applications and websites. It’s valuable for local SEO and enhancing the user experience. Most importantly, it allows you to attract highly targeted and localized traffic in a very specific area, which can connect you with potential customers showing a strong interest in making a purchase.

Here’s why we find it great:

  1. 1. Makes it easy to integrate map services into websites and applications.
  2. 2. Enhances the user experience by providing precise geographic information.
  3. 3. Aids in optimizing local SEO by improving geographic relevance.

Google Content and Publishing Tools

The Google tools we’re about to introduce play a crucial role in creating and sharing content.

13. Google Sheets


Google Sheets is a cloud-based spreadsheet tool that simplifies the process of organizing, analyzing, and sharing data.

For an SEO professional, it’s an invaluable resource for tracking metrics, examining traffic trends, and collaborating on optimization projects in real-time. 

It’s practically a must-have:

Here’s why we love it:

  1. 1. It eases the analysis and sharing of SEO data.
  2. 2. Offers a wide range of advanced analytics features.
  3. 3. Easily integrates with other Google tools.

14. Google Docs


Google Docs is an online word processing tool that enables the creation, editing, and sharing of documents.

For an SEO professional, it’s a valuable resource for crafting optimized content, collaborating on content creation, and managing SEO strategies, all in an organized, accessible, and shareable manner.

Plus, it allows multiple users to work on changes simultaneously.

Here’s why we appreciate it:

  1. Makes real-time collaboration on documents a breeze.
  2. Offers a variety of add-ons and tools to enhance productivity.
  3. Seamlessly integrates with other Google tools.

15. Google Slides


Google Slides makes it easy to create visual presentations quickly and collaboratively.

Any SEO professional can use it to deliver reports and optimization strategies to clients or teams, making it a breeze to communicate ideas and results.

Here’s why we appreciate it:

  1. Rapid creation of professional presentations.
  2. Real-time collaboration for teams.
  3. Access to a variety of templates and customization options.

16. Google Sites


Google Sites is a tool that lets you build uncomplicated websites without the requirement of coding skills.

An SEO professional can utilize it to craft SEO-friendly landing pages or themed microsites, making it simpler to present content in an organized and optimized way.

Here’s what we like about it:

  1. 1. Creating SEO-optimized sites is a breeze.
  2. 2. It integrates seamlessly with other Google tools.
  3. 3. You can easily customize and manage content.

17. Google Blogger

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Blogger is a platform for creating and managing blogs in a straightforward manner. 

It enables you to produce optimized content, establish an online presence, and enhance organic SEO using effective content strategies.

In the past, it was a well-liked tool for link building and PBN (Private Blog Network) creation.

Here’s why we appreciate it:

  1. Simple management of SEO-friendly content.
  2. Integration with Google Analytics and Search Console.
  3. SEO-optimized templates.

18. YouTube (owned by Google)


YouTube is the top video search engine for sharing and ranking multimedia content. 

For any SEO professional, it provides an additional platform to optimize and share content. 

Articles that include videos can significantly boost visibility in Google search results. 

Also, YouTube is crucial for attracting relevant traffic to websites, particularly for niche topics built on tutorials or product reviews.

Here’s what we like about it:

  1. Video SEO optimization and analysis tools.
  2. The significant potential to enhance online visibility.
  3. Seamless integration with other Google platforms.

19. Google News

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Google News is a platform that compiles news from various sources, offering a thorough overview of current subjects. 

An SEO professional could use it to stay updated on industry trends, spot content possibilities, and grasp the current digital landscape. 

Most importantly, it’s indispensable for attracting traffic from digital media like TV, online newspapers, magazines, and various media outlets.

Here’s why we appreciate it:

  1. Provides access to a broad range of sources and topics.
  2. Offers real-time updates on relevant subjects.
  3. Streamlines the process of identifying trends and SEO opportunities.

Communication and Collaboration Tools

When it comes to both internal and external communication, Google provides us with some fantastic tools for SEO team collaboration: Google Workspace, available in both paid and free versions. 

It encompasses everything from email to online conference rooms and workspaces. 

Let’s dive deeper into what Google has to offer in this regard:

20. Gmail

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Gmail is a dependable and efficient email service. 

Just about everyone has an account with this service. 


For an SEO professional, it streamlines communication with clients, but more importantly, it allows you to receive notifications from Google’s SEO tools, connect external services with other tools, and manage email marketing campaigns.

Here’s why we appreciate it:


  1. Efficient organization with tags and folders.
  2. Seamless integration with other Google tools.
  3. A wide array of customization and security options.

21. Google Hangouts


Hangouts enables instant communication through chat or video calls. 

Any SEO professional can use it to collaborate with teams, strategize, and stay in touch with clients. 

It has become a crucial app for both team and client meetings.

Here’s why we like it:


  1. Quick communication and real-time collaboration.
  2. Seamless integration with Google Workspace.
  3. User-friendly across various devices.

22. Google Meet


Google Meet is a high-quality, secure video call platform. 

Ideal for SEOs who need to coordinate projects, conduct client meetings or present reports remotely.

Why we like it:


  1. Clear and secure video connections.
  2. Advanced features such as live captioning.
  3. Integration with Google Workspace.

23. Google Chat

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Google Chat facilitates team communication via dedicated chat rooms. 

This tool enables an SEO professional to stay coordinated with their team, share updates, and discuss optimization strategies in real time.

Here’s why we like it:


  1. It streamlines collaboration on projects.
  2. Makes it easy to share documents and links.
  3. Seamlessly integrates with other Google Workspace tools.

24. Google Workspace (formerly G Suite)

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Google Workspace is a collection of cloud productivity applications. 

SEO professionals can utilize it to oversee projects, collaborate on documents, and communicate with both teams and clients on a single platform.


Here’s why we appreciate it:


  1. It offers a variety of integrated tools for boosting productivity.
  2. Supports real-time collaboration on documents, spreadsheets, and presentations.
  3. Provides centralized integration and management for a more efficient workflow.

Online Advertising Tools

Essential to promote and create visibility in Google’s multiple search services when it is necessary to wait to obtain results with the organic positioning of a project.

25. Google Adsense


Google AdSense is a platform that enables website owners to make money by displaying relevant ads to their audience. 

An SEO professional can use it to generate revenue, either before achieving an optimized organic traffic flow or to assess the conversion potential of specific keywords or entire topics, without having to wait months for SEO results.

That’s the big power of Google Ads.

Here’s why we like it:


  1. It offers a simple and effective way to monetize web traffic.
  2. Provides detailed analysis of ad performance.
  3. Offers a wide selection of ad formats and customization options.

26. Google Ad Manager

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Ad Manager is a platform designed for ad monetization management. SEO professionals can employ it to fine-tune their ad strategy, analyze performance, and maximize revenue.

Here’s why we like it:


  1. Centralized management of ad inventory.
  2. In-depth analysis of ad performance.
  3. Automated optimization to maximize revenue.

27. Google AdMob


Google AdMob is a monetization platform designed for mobile apps. 

SEO professionals can employ it to implement effective monetization strategies and analyze the performance of in-app advertising campaigns.

Here’s why we like it:

  1. It’s effective for mobile app monetization.
  2. Offers detailed analysis and optimization features.
  3. It’s user-friendly for integration and efficient ad management.

Social Media Tools and Visual Content

The following tools are very underrated and unknown tools that google offers to its users. 

We believe it’s worth using them for professional purposes. So there we go:

28. Google Photos


Google Photos provides storage and organization for photos and videos. 

While it’s not a tool directly linked to SEO, it can be handy for managing and arranging images for visual content strategies.

Here’s why we like it:

  1. It efficiently stores and organizes images.
  2. Makes sharing and accessing media easy.
  3. Comes with basic editing tools.

29. Google Arts & Culture

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Google Arts & Culture explores the world of art and culture. For SEOs, it can offer inspiration or visual resources for culturally enriched content.


Why we like it:


  1. Access to a vast collection of art and culture.
  2. Inspiration for creative content.
  3. High quality visual resources.

30. Google+ (currently discontinued)

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Google+ was a social network that enabled interaction and content sharing.

Even though it has been discontinued, it was valuable for SEOs to share content and connect with an audience.

Here’s why we liked it:


  1. It made content sharing easy.
  2. It allowed interaction with the community.
  3. It enhanced online visibility.

31. Google Drawings


Google Drawings enables you to produce and modify drawings and diagrams online. 

An SEO professional can utilize it to craft infographics and data visualizations for content strategies. For instance, it’s useful for creating diagrams to structure the navigation architecture of a website or to develop workflows, and workflow ideation to streamline processes.

Here’s why we like it:

  1. 1. Simple creation of charts and diagrams.
  2. 2. Offers basic yet effective tools for data visualization.
  3. 3. Integrates seamlessly with other Google tools.

Development and Programming Tools

If you are an SEO with technical programming skills, it’s essential to be familiar with the following Google applications that we’re about to introduce:

32. Google Cloud Platform


Google Cloud Platform offers cloud infrastructure services. An SEO can utilize it for tasks like big data analytics, machine learning, and managing ad campaigns.

Here’s why we like it:


  1. It provides advanced data analytics services.
  2. Offers a wide range of machine learning capabilities.
  3. It’s known for its reliable and secure infrastructure.

33. Google Firebase

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Firebase offers tools for developing, enhancing, and monetizing applications. An SEO professional can use it to analyze the performance of applications and optimize the user experience.

Why we like it:

  1. Detailed analysis of application performance.
  2. Development and monetization tools.
  3. Enhances the user experience.Firebase. 

34. Google Colaboratory (Colab)


Colaboratory, or Colab, what can we say about this application? It’s already a common tool among the SEOs in our agency. 

It’s essential for developing automations for advanced data analysis and machine learning.

Undoubtedly, it allows us to increase the productivity of any SEO with basic knowledge of Python and improve the execution of any SEO strategy.


Why we like it:


  1. Collaborative and cloud-based working environment.
  2. Simplifies advanced data analysis.
  3. Includes integrated machine learning tools.

Security and Privacy Tools

We cannot fail to mention the applications that Google makes available to users, companies and professionals, related to security. 

Let’s take a look at the range of options provided by the Mountain View search engine:

35. Google Password Manager

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Password Manager permite almacenar y gestionar contraseñas de forma segura. 

Aunque no está directamente relacionado con SEO, puede ayudar a los profesionales a gestionar accesos a diferentes plataformas de análisis y optimización.

Por qué nos gusta:


  1. Gestión segura de contraseñas.
  2. Acceso rápido y sencillo a plataformas.
  3. Integración con cuentas de Google.

Education Tools

Google also offers its users a large amount of scientific information, ideal to complete the arsenal of tools for any SEO professional looking to improve the E-E-A-T of their projects:

36. Google Scholar


Google Scholar is a search platform for academic literature. 

An SEO professional can use it to investigate pertinent trends and studies in the field of SEO and digital marketing.

Here’s why we like it:

  1. Provides access to a wide array of academic literature.
  2. Offers advanced search tools.
  3. Allows you to stay updated with the latest research in SEO.

Entertainment and Content Tools

Looking for bibliographic references and sources of extra content for your publications? Well, this is also covered by Google with the following applications:

37. Google Books

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Google Books is an extensive digital library that enables users to search, preview, and purchase books offered by authors and publishers. 

For an SEO professional, it can be an invaluable source of knowledge, granting access to a wide range of literature on topics like SEO, digital marketing, and web analytics.

Here’s why we like it:

  1. Access to a broad spectrum of specialist literature.
  2. Facilitates research and knowledge acquisition.
  3. Provides advanced search tools for finding relevant information quickly.

38. Google Podcasts

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Google Podcasts is a platform for discovering and listening to podcasts. 

An SEO professional can use it to access discussions and lectures on best practices and trends in SEO and digital marketing.

Here’s why we like it:


  1. Offers a wide variety of educational content and industry updates.
  2. Provides easy access to relevant experts and discussions.
  3. Allows for learning on the go, optimizing time.

39. Google Earth


Google Earth offers a three-dimensional representation of the globe, delivering detailed views and geolocation. 

An SEO professional can use it for local SEO strategies, enabling exploration of geographic areas and enhancing understanding of local demographics.

Here’s why we like it:


  1. A powerful tool for local SEO strategies.
  2. Provides valuable geographic insights.
  3. Facilitates the visualization and analysis of geographic data.

40. Google Expeditions


Google Expeditions lets you explore virtual destinations using augmented and virtual reality. 

Although it’s not directly connected to SEO, it can provide an innovative way to present content and create immersive experiences.

Here’s why we like it:

  1. It offers opportunities for creative and experiential content.
  2. Makes virtual exploration of destinations easy.
  3. Has the potential to enhance user interaction with content..

Hardware Tools

41. Google Nest (smart home devices)


Google Nest provides a variety of smart home devices that make it easy to automate and remotely control various aspects of your home. 

While not directly tied to SEO, a professional could explore marketing and SEO strategies that are specific to home technology products.

Here’s why we like it:


  1. It gives insight into the expanding smart home market.
  2. It offers opportunities for creative marketing strategies.
  3. Popular products can serve as case studies in SEO strategies.


Google provides a diverse ecosystem of tools that can be harnessed for various aspects of SEO and digital marketing. 

From managing and analyzing data to creating and optimizing content, to team communication and collaboration, these tools form a strong foundation for executing and monitoring SEO strategies

By seamlessly integrating with each other, they enable SEO professionals to work efficiently, stay updated on industry trends, and explore new opportunities to enhance online visibility and engage effectively with their audience.

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Your SEO toolbox should definitely include services such as:

– Google Search Console

– Google Trends

– Google Analytics

– Google Keyword Planner

– Google PageSpeed Insights

– Google Mobile Test

– Google Rich Results Test

– Google Suggest

– Google Business Profile

And other tools like Google Tag Manager, Google Docs, and, of course, Google Sheets. The possibilities are extensive, but just the ones mentioned in these last lines are sufficient to make your daily tasks much easier.

Furthermore, Google also provides courses on its own tools and certifications in high-value courses for marketing and web positioning professionals, like you.

If you found our Google SEO tools compilation helpful, please feel free to share it!

Frequently Asked Questions

Google offers a wide range of free tools to enhance your SEO rankings. Some of the best tools include Google Search Console, Google Analytics, Google Trends, and the Keyword Planner.

Google Search Console allows you to monitor and optimize your website’s performance in Google search results. You can check your site’s indexing, look for errors and SEO issues, and get information on how to improve your site to achieve better search results.

Google Analytics is a website analytics tool that provides you with detailed data about your website’s traffic, user behavior, and performance. You can use this information to identify the keywords that are driving traffic, optimize your site content, and improve your overall SEO strategy.

The Google Keyword Planner lets you discover keywords relevant to your niche market. You can input keywords related to your website and receive keyword suggestions, along with monthly search volume and competition data for each keyword. This will assist you in finding the best keywords to optimize your content and enhance your SEO ranking.

The loading speed of your website directly impacts your SEO ranking. Websites with faster loading times tend to have better search results. To enhance your site’s loading speed, you can utilize tools like Google’s PageSpeed Insights, which provides specific recommendations for site optimization.

Google Trends is a free tool provided by Google that enables you to observe search trends for different keywords. You can use this information to identify trends in your industry, discover popular keywords, and adjust your SEO strategy accordingly.

In addition to the tools provided by Google, there are numerous other free tools accessible for optimizing your SEO. Some of the best free tools with limited plans include Moz, Ahrefs or Semrush. 

We understand how to effectively use digital marketing tools to boost both organic and paid traffic, ensuring customer retention and delivering reliable results for SEO, PPC, and CRO.

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