SEO tools
Google SEO Tools tools
The free tools Google publishes itself: Search Console, Trends, Keyword Planner, PageSpeed Insights and Business Profile. First-party data about your own site, or Google’s own estimates of everyone else’s.
What Google SEO Tools do
Every paid SEO tool in this directory models something Google knows. These are the ones where Google tells you directly, which makes them the reference the estimates should be checked against rather than one option among many. The trade is deliberate on Google’s part: you get accuracy about your own property and about advertising economics, and almost nothing about competitors. That gap is exactly the market the paid platforms exist to fill, which is why a working stack usually contains both rather than choosing.
The sub-types inside this category
- First-party consoles Search Console and Business Profile. Recorded data about a property you have verified you own.
- Demand and advertising data Trends and Keyword Planner. Google’s own view of what is searched, one relative and one estimated.
- Diagnostic tools PageSpeed Insights and the validation testers. Single-URL checks against the engine’s own thresholds.
The Google SEO Tools in this directory
Matches product names, former names, categories, use cases and the company behind the tool.
Filter 7 of 7
Entry price is the lowest published figure on a plan you could buy on its own, add-ons and extra seats are excluded, and a tool whose vendor publishes no figure sits under “price not published” rather than being guessed at.
| Tool | What it is for | From | Evidence | Checked |
|---|---|---|---|---|
| Google Business Profile Local SEO | Control how a business appears in Google Maps and local search results | Free | Free | 19 August 2026 |
| Google Keyword Planner Keyword Research | Cross-check a paid tool's volume estimate against Google's own figure | Free with a Google Ads account | Free | 19 August 2026 |
| Google Lighthouse Page Speed & Core Web Vitals | Audit performance, accessibility, SEO and best practices on any page | Free and open source | Free | 20 August 2026 |
| Google PageSpeed Insights Page Speed & Core Web Vitals | Check whether a page passes Core Web Vitals using real-user data rather than a lab score | Free | Free | 19 August 2026 |
| Google Rich Results Test Schema & Structured Data | Check which Google rich results a page's markup is eligible for | Free | Free | 20 August 2026 |
| Google Search Console Search Console & Webmaster Tools | Find queries where a page already ranks poorly but earns impressions, the cheapest available wins | Free | Used in real workAlston videoFree | 9 August 2026 |
| Google Trends Keyword Research | Find whether interest in a term is rising or declining before committing to a content plan | Free | Free | 19 August 2026 |
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