[SEO 101] Topic 9: Free Google Tools for SEO Professionals

Google Analytics (GA)

With digital analytics from Google, businesses can –

• Understand their sites and users
• Better market their products and services

Enhance Content Effectiveness

Which of your pages receive the most organic traffic? Knowing which do and which don’t serves as a guiding light for your content marketing efforts.

  1. Go to Pages and Screens report under Engagement
  2. Click All users
  3. Select First User Medium as Dimension
  4. Select Organic as Dimension Value
  5. Click Apply
  6. Click New Users to sort the table in descending order by Traffic Volume


The landing pages shown will be the ones that have brought your site the highest number of New Users (first-time visitors). It is smart to create more content like this. You will also want to click New Users again to sort the table in ascending order. Since the user traffic of these landing pages is comparatively lower, you may consider refreshing the content.

One way to do it is to adjust the content angle. Say you check the top results for “Panang curry”, most of them are aimed at beginners. If your post targets a more advanced audience with the angle of cooking Panang curry restaurant-style, that probably is not very helpful for a beginner and might be preventing your post from ranking higher. Then, perhaps it is a good idea to switch up the content angle and make it more beginner-friendly.

Find Keyword Opportunities

If you have an internal site search, like the one shown below:

leverage GA’s Site Search Report to learn what people are searching for in their own words on your website. Chances are that they use the same or similar words in Search Engine. Including site search terms as keywords in your SEM campaign may help you target ads to the most receptive audience.

Besides, you can look for site search terms that do not have a good landing page yet. Perhaps due to the lack of relevant content or ranking for keywords that do not align with search intent.

Google My Business (GMB)

First things first, Google Business Profile (GBP) and Google My Business (GMB) are not the same things. Google Business Profile is a local listing that shows up in Google Search and Google Maps with information about a business. Google My Business is a free tool for creating, managing, and optimizing Google Business Profile.

Reason for optimizing your Google Business Profile? You want your business to show up for queries with local intent.

There you go, first thing in the Search Engine Results Page (SERP).

Google Business Profile

Business Category

A quick quiz –
Say you are a family doctor. Which of these business categories would you choose?

A. Doctor
B. Family Doctor


Contrary to popular belief, “family doctor” is likely the better option. Because it is more specific and gives you the best shot at showing up for the most searches. A “family doctor” is a relevant result when people search specifically for a family doctor or broadly for a doctor. And a “doctor” is only a relevant result when people search for a doctor.

See for yourself –

Family Doctor

Business Hours & Holiday Hours

People need to know when your shop is open and closed. You could potentially hand customers over to your competitors when the business hour is missing/ wrong.

4 Business Hours

To add the business hours, go to Dashboard > Info > Add hours.

Remember to also set the holiday hours. Go to Dashboard > Info > Add special hours. Your holiday hours could be the same as the regular business hours, but you should still confirm them. Otherwise, potential customers searching on public holidays might see a warning on your Google Business Profile.


You need several photos for your GBP. Here are some examples –

  • 3+ exterior photos. Take them from multiple angles at different times of the day to help customers locate your shop more easily.
  • 3+ product photos. Show your best-selling products.
  • 3+ team photos. Humanize your business.


Click here to learn more about Business-specific photos.

Products & Services 

Catch some eyes with this feature!

5 Products
6 Products 2

Copy and paste from your website the descriptions and details you have for your products and services, including the category, name, price, and a link to the related product or service page on your website. Why? Just see how informative and appealing this catalog looks. 


High-quality, positive review from customer helps, and review containing relevant keywords from the searcher’s query helps.

7 Reviews

Now, your turn –

  1. Head to Google My Business > Home > Get more reviews
  2. Create and share a review link
  3. Convert the link to a QR code
  4. Print the QR code and a “thank you” message on physical cards


The idea of this whole shebang is to make it as easy as possible for your customers to leave a review.