When it comes to positioning your website on search engines, we are generally talking about being present on Google. Indeed, although there are other search engines, positioning on this one is in a way an obligatory passage since it holds 90% of the market share in this matter.
If you want to boost your natural referencing, you must therefore take care to implement “Google-friendly” web marketing practices. One of the other solutions is also to use the tools provided by the search engine itself to improve the visibility of websites. Here is a list of Google tools you can use to improve the SEO of your website.
Google My Business: for local SEO
SEO should not make you neglect local SEO. This practice consists of positioning a website in the search engine results pages that correspond to maps, names, or physical addresses of companies or businesses.
When we know that Internet users’ requests are increasingly localized (especially by means of the geolocation inherent in mobile search) it is obvious that a company that wishes to be visible online must also implement a local SEO strategy. This is what the tool offers Google My Business.
It is a free service, with which you can manage and develop your visibility locally. For physical establishments that welcome visitors daily and businesses that have a catchment area, Google My Business also makes it possible to appear on Google Maps.
In other words, having a Google My Business listing allows you to optimize your positioning on local search results.
In addition, this tool also gives you access to other functionalities: the analysis of user behavior in relation to your profile for example, which allows you to adjust your marketing actions. In view of its practicality, it is not surprising that some specialists in natural referencing such as Josselin Leydier qualify Google My Business as “an essential tool in a local SEO strategy”.
Google Search Console: to monitor Google robots
Google Search Console is undoubtedly the most used Google tool for the SEO optimization of a website. It offers the advantage of being free. Since the redesign of its interface in 2017, its handling is accessible to everyone, and no longer just to webmasters.
This Google tool makes it possible more precisely to find out about the frequency with which indexing robots visit your website. Depending on the result, you can then plan future corrective actions and improve your SEO.
You can also use Google Search Console as:
- a tool to check if the search engine is indeed controlling your content
- know the most frequent requests in the search
- detect the most used keywords to find your site
- know the number of URLs of your site indexed by Google
- identify site and URL errors, including security issues.
Note that this is only a non-exhaustive list of the possibilities offered by this tool.
Google AMP: for mobile-friendly
A web page optimized for SEO must have planned a format that allows mobile navigation. This is one of the criteria required by Google to be well-positioned. With this in mind, you can therefore use Google AMP. It is a free solution offered by Google which is intended to provide faster mobile browsing to websites.
Google does not impose this format. However, we have to admit that a site in AMP format will necessarily benefit from better natural referencing. It will be easier to see, generate more clicks, and load very quickly.
However, according to the digital performance consultant Josselin Leydier: “Google AMP makes it possible to design more“ mobile-friendly ”internet pages (…) contributes positively to the natural referencing of the latter. But that’s not the only factor that can help you get your page prominent on the top SERPs. SEO techniques must also be used. ”
Google Analytics: to analyze website traffic
Google Analytics is also one of the essential tools when it comes to improving your SEO.
Its role is to allow a complete analysis of your website traffic. The data obtained will allow improvements in the SEO strategy more generally.
Google Analytics provides information on:
- the number of visits obtained on your website,
- the number of pages visited by Internet users
- the queries that were used to lead to your site
- the origin of visitors
- the duration of each user’s visit
- bounce rate, etc.
Finally, be aware that Google Analytics is also free.
Google Ads: to better identify keywords
Google Ads is a keyword planner designed for analyzing search terms used on engines. It can come in handy when looking for new keywords that match your business. Indeed: it also allows note the relevance and search volume of the terms used.
In addition to helping you determine keywords, this planner can also be used to build and index keyword lists. But also the selection of relevant budgets and auctions for paid referencing campaigns, as well as the observation of historical statistics.
This data will be useful for you to refine your Ads campaigns.
This tool is accessible for those who have some level of web development. It is used to improve the performance of the website. And insofar as these influence the positioning of the search engine: it can be considered as a tool for improving SEO as well.
Using Google PageSpeed, you can have an overview of the elements that need to be improved in your website. The improvement proposals will be ranked in order of priority in order to allow you to better prioritize the corrective actions.