Free Google Tools You Should Be Using


Having the right tools can be the difference between a successful project or a flop. For many cost-conscious website owners, most of the “best” marketing tools seem out of reach. Thankfully, the team over at Google continues to create amazing and free tools that will help any business succeed online.

In these videos, I share insights into a few of my favorite Google Tools and 5 Free SEO tools that many website owners aren’t using. 

  • Google Optimize: Google Optimize offers A/B testing, website testing & personalization tools for small & large enterprises to help deliver engaging customer experiences. *Note: this tool has since been sunsetted.
  • Google Trends: See the latest trends, data, and visualizations from Google. Find out what’s trending near you right now.
  • Google Lighthouse: Lighthouse is an open-source, automated tool for improving the quality of web pages.

Video Transcript:

So Google is more than just a search engine. I mean, they’re a cloud service provider, but they also offer a number of very, very cool, free tools for us to use. Probably the most popular one of those is Google Analytics, but there’s another valuable tool inside the Google Analytics family that you probably didn’t know you had access to. That’s really stinking cool, and that tool is Google Optimize.

Google Optimize

Now, conversion optimization is a big deal in today’s world. We’re trying to make sure that our websites are personalized to meet our users’ needs, and Google Optimize is a powerful tool that used to be only available to 360 users, but now it’s available to everybody. You can utilize it to do a lot of really cool things. They’ve actually got solutions for small businesses right here. You can do website testing and see how you can grow and improve your site.

Some of the capabilities of this tool are A/B testing. It allows you to do multi-variant testing. It’s like an A/B test but with even more variance of it. It allows you to do URL redirect tests and things of that nature. It allows you to integrate all of this data with Google Analytics, Google Adwords, or BigQuery to make sure that you are getting the right information. It’s pretty cool, like these A/B tests, right here. Also, VisualEditor, so it allows you to change things on your site in real time. Watch the video to see how it works.

Log in through your Analytics platform URL. Just click on Optimize instead of Analytics. Once it loads, we can start taking a look at our pages. Let’s take a look at my container. Right now, I’ve got an experiment running. What you can see here is that I’m testing some variance. I believe that removing this service section will cause a user to go deeper. I’ve got a specific page on my site, and I want to see if removing part of that page is going to help my viewers go deeper.

Now, you may be wondering right now, “Well, hey man, I don’t know how to do all this coding. How do I create two variances of a page? Well, here’s the cool thing about Google Optimize, it allows you to make these changes, and then all that information is then saved on the Google server, and Google does the hard work for you. Right here, where it says one change, let’s go ahead and take a look at this. What this is going to do is it’s going to launch the page that I’m testing, and it’s going to overlay the Google Optimize interface.

Now, typically, if you wanted to create this page, you would find a website developer, or maybe you’d buy another product that has these capabilities. But as you can see, when I highlight things, it begins to give me this blue box. Now, let’s say I wanted to change this title, for instance. I can click on here, it’s telling me that it’s a heading, and I’m in a test right now, so that’s probably why it won’t let me. But if I click this X right here, I could actually delete this entire head, or I could change the content on the page.

It’s pretty cool because it’s allowing me to do all of this without any code. I could delete a whole section without ever touching code. It’s a pretty cool tool that allows people to make optimization tests or create A/B tests without having to know any extra code. When you’re done, you would just click done, and it would bring you back to the tool.

Now, when you’re setting these up, you want to set objectives. What’s your target? What are you actually trying to accomplish? That’s just done through here, so I was doing a scroll test, and you can get a little bit more in-depth in some of these using Tag Manager, which is another analytical tool. But let’s say you just want to know how long somebody is on a page. That’s something that you can test here, as well.

If we click on the reporting tab, it will start to show us which one is doing better. Right now, we have a limited amount of data, and there are not enough sessions, so we’re not really going to be able to make a decision yet. But what I can show you is a test that we did on the home buttons. We can see the reporting here. We had a number of viewers visit these pages, and this one was the one that obviously performed the best, as we saw it perform 44% better according to the goals that we had set up against our baseline, which was the original. So we had three different variants, the third one was the one that performed the best, and we knew to make those changes on our website.

Get in there and try it out. It can be a little tricky to get started, but honestly, it’s a pretty easy tool to use. It will level up your content marketing strategy for sure! It will even tell you right up here, there was no clear leader found. There wasn’t enough statistical information to say, “Hey, this is the best.” But we actually made the change, and we have seen an improvement in the engagement of our homepage.

Google Trends

Another versatile tool by Google that you may not be using is Google Trends. Now, this is a tool that, I think, gets lost a lot in the mix. People are looking at Google Analytics, or they’re looking at Google Search Console for keyword data, but Google Trends is a pretty cool tool to help you understand how viewers are researching certain data points. Obviously, they’re going to show you some of the top ones that are going here at the time.

But let’s say we run a bakery, and we want to know how popular is this term bakery. Well, this shows you the statistics for the past 12 months worldwide. But let’s say we don’t need to know what the statistics are for the term bakery around the world. We just need to know what it is in our neck of the woods. We can go down, all the way here, to find the United States because we’re always at the bottom. And let’s say you are a baker and you live in Jacksonville, Florida. Now, as you can see, the terms are a little more up and down. We can notice some trends here, right? Like through September, it’s not very popular in the first week of September. Nobody wants baked goods.

You can actually compare terms, so maybe you wanted to look at what’s different between bakers and bakery. Well, bakery is a more popular term, so how would you use this? Maybe when you’re writing blog content for your website, or you’re optimizing terms, or trying to create pages, and you want to know which term is the best to optimize for, but you’re really not sure what all this search data means.

Google Trends is a helpful tool for you to see the interest in certain terms. It’s not perfect, but it will allow you to get some information. It will also show you related queries for the area you’re searching. It can help you to funnel your information into the right areas. You can do it by search terms, or you can even do it by topic.

Bakery could be a topic, and this is going to allow you to see how popular all the terms that fall under this topic of bakery are. You see, it correlates a little bit with bakery, but not completely. But, again, this will give you an idea of how popular these terms are on the web instead of having to go into a keyword tool or pulling Google Adwords data and looking at high versus low competition. A lot of that stuff can be overwhelming, and it can be frustrating, to be honest. Google Trends is an excellent collaboration tool as well. 


Now, the last one is something that Google released not too long ago. It’s a pretty cool little tool. As you see up here, it’s in my Chrome extensions, and it’s called Lighthouse. Now, what Lighthouse does is it’s a new Chrome app that allows you to run SEO and website reports right within your browser from Google. What it’s going to do is when you would just click generate a report, it will generate a report for you. Let’s just go to this page here, we will click Lighthouse, and we will tell it to generate a report.

What it’s doing now is it’s debugging the browser. It’s scanning my page, and it’s looking at my site’s content. Something’s not loading great, but that’s okay. It’s going through the different parts of my page, looking at the URLs, looking at the things that are attached to it, looking at my CSS, my HTML. Really, the makeup of the page and it’s giving me some information on that page and what I can do to optimize it, not just from a search standpoint but also from a code standpoint, as well as a user standpoint.

Lighthouse from Google could be an easy way to test it out here, right? It’s also in the Google webmaster tools, but as you can see, it’s an open-source automated tool for improving web pages. That’s really what it’s about. You have to run it inside Chrome, and it’s a great dev tool. I recommend you take a deeper dive and look into it, but, as I said, it also shows up when we do an inspection.

Down here, if you go to audits on this page, right here, it says, “Perform an audit.” Now, how do you get to the developer tools in Chrome? Typically, what I do is just right-click, and it will allow you to inspect a page. But, see, it’s run a test on my site, and it’s showing that I need to do some performance optimizations and accessibility optimizations.

We’re doing pretty well in SEO, but there are a couple of things that we can tweak here as far as the first interactive parts of our site. We can speed up that offscreen image. Obviously, it’s showing me we’ve got some cleanup to do and things that we can do to improve our website’s performance. This is, again, it’s a free tool. A lot of it gets into very technical stuff, but it can actually read a page, and how fast a page loads over a 3-G network which ensures a good mobile user experience.

It’s saying that, “Hey, we should probably improve our page speed for a 3-G networks.” There’s a lot of cool different things that we can go in here and look at and really optimize our sites around. Those are three awesome tools, free tools, from Google that’s Google Optimize, which is an optimization tool. We talked about Google Trends, which is a keyword and trends tool. And then Lighthouse, which is a new dev SEO performance report tool from Google that allows us to get an in-depth look of the site’s performance and how we can optimize it for better user experience.

5 Free SEO Tools

Video Transcript:

While Google has some excellent tools, they aren’t the only game in town. Here are five tools to strengthen your SEO digital marketing strategy. Some of them you may already be using, or maybe you don’t even consider them a tool, but I definitely do, and they’re things that I use on a daily basis.

1. Google Search Console

So, the first one is Google Search Console. And it’s a web service by Google, and it lets webmasters check indexing status and optimize their sites that are pulled from their knowledge panel.

I use search console for:

  • Analytics to get data
  • Indexing
  • Page optimization
  • Links
  • And more!

When you log into Search Console, you typically see something like this. As you can see here, we can see performance metrics. We can see how many clicks that we’re getting, the different search engines, born Google Discover. It gives you an overview of your coverage issues and page experience.

Right here we can see a few things that we need to fix. And you can actually log in or go a little bit deeper into some of these and figure out what’s causing these issues, again, like unparsable structured data. This is probably because it’s taking a quote from a blog article and it’s messed up some of the article markups. That’s typically the error we see here. Or the amp issues that we need to go, tweak, and fix. So, it’s telling us these things that we can go in and make changes with.

Let’s say, I wanted to fix this unparsable structured data. I could click on it, and it’s going to show me that I’ve got 12 issues right now and saying that there’s a parsing error. So, I can look at one of these sites here like oversimplification, and it’s going to pull this up, and there you go. Inside the description, it’s actually pulled in this description with quotes, and that’s what’s causing this to break.

So, I actually need to go back to this page and remove those quotes because I can’t have another set of quotes here inside the description because that’s going to screw up the JSON. So, that’s something I can go and fix. And thanks to Search Console giving me that information here, and telling me exactly where it is in the line of code. This is not just a tool that you would use to look at clicks, impressions, and keywords.

Down a little bit lower, though, we’ve also got the session which is legacy tools and reports, and you’ve got links. This is a new section that I think is pretty good. It’s relatively new, I guess, speaking in the world of Search Console. You can see the top pages from an external link standpoint, top linking sites to your site, top anchor text is with people linking to your site, and you can see the internal links.

I use this quite a bit for internal linking. If I want to figure out maybe there’s a page that I want to improve the internal linking on, I can look at these target links, and then I can figure out, which pages are missing, or which pages should I improve the links on here.

This page has got a lot of internal links. Some of that’s coming from navigation. Search Console doesn’t break that out for you, but at least it is a pretty good tool to really understand the linking structure of your website as well.

So, Search Console’s got a lot of things that you can do. Under the more features would be these legacy tools, things like URL parameters and the web tools, and if you’ve had any issues with links, maybe the disavow tool. All of these are under the umbrella of Search Console, and they can be very useful to people who want to know how their website is doing.

What are some of the things I need to do as far as page experience, core web vitals, mobile usability, or we can get into the enhancements with our structured data and how we’re performing in the SERPs, as well as some information on how our site’s being targeted and even going into links.

So, Search Console is a really good and free tool. You just have to sign up for a Google account and you’ve got access to this. And you could really start to understand how Google understands your site and your pages.

2. Google Sheets

The next tool that I use on a daily basis is Google Sheets, and it’s a spreadsheet program. It’s part of their Google Docs suite, and it’s something that I use all the time.

I use it for:

  • Keyword research
  • SERP analysis
  • Data aggregation
  • Build strategies, and more.

Years ago, I was not somebody that would use even Excel or anything like that. I was scared of those programs. I didn’t feel like I was good enough with all the different functions and stuff that you had to do. But as I slowed it down and took time to learn these programs, they’ve become extremely useful. And Sheets is one of those programs that’s extremely useful.

Let me show you a little bit of how I use Sheets. I do have two other videos that go very in-depth on how to perform a SERP audit; 6 Google Sheets Functions every SEO Should Know and How to Use Google Sheets for SERP Analysis. I highly recommend you to check those out and learn the functions that SEOs need to know because that will help you really take your Sheets game to a whole new level.

So, Google Sheets is a spreadsheet tool. It’s simple to use, and you can use it any way you want. I like it a lot better than Excel nowadays just because of some of the other built-in functions, specifically one we use all the time when we’re building trend graph. We get the trend data from SEMrush and we want to strip it out. You can use sparkline, which is pretty cool. It makes quick graphs for you.

But you can do it, everything from graph visualization to doing BI to actually doing analysis. So, quickly I could run a search result and pool some data from the search results just using Google Sheets. So, I could type in URL here, which is Google Sheets.

This is a little browser extension, instead of copying and pasting all the URLs. This is something I got from the guys over at Detailed. They’re really, really smart. Go ahead and click this. We’ve got these two Wikipedia links. This isn’t a very good SERP, so let’s try something else. Right? Let’s do SEO tools. And let’s extract the URL. So, now I’ve got just a list of URLs.

Let’s say I was trying to do a piece of content on this, and I wanted to see what would be a common title tag. So, I could go over here and type title, and then I could just use a Sheets function. In this case, I would use one that we talked about in that other video called IMPORTXML where I can actually say, “Look at this URL, and then give me back the title of that URL.”

And so, Moz here is actually pulling some other things here like their logo and all that. So, it’s going to break some things underneath this when I pull this down because of that one up here. But as you can see, the Moz one’s broken, and these value ones actually don’t work because there’s nothing in those. But I can easily clean that up by using a filter.

That’s another thing that’s really awesome about Sheets. I can filter this stuff and get the information I need very quickly. So, I can go ahead, Moz the ones that are breaking stuff. So, I’m just going to ignore those ones, delete these selected rows, and now I pulled all those title tags from the search results.

And I can look at what are some of these titles that maybe I need to look at. Looks like when it comes to SEO tools like this video, listicles are really popular. So, I would probably need to write something within a listicle format or at least something that goes alongside that because that’s what Google is expecting because they found that it’s probably what the user is intending.

Now, this is just a quick way to use Google Sheets. You can use it to build programs even. There’s a lot of tools out there that use Sheets or Excel-based tools, spreadsheet-based tools, to actually develop SEO tools. And I’ve done that before, like content generators where you build a bunch of different options and you create variables.

So, this is a really way to start building and creating some of your own tools. You don’t have to be a programmer or wizard to use it. Just find other things that people are doing online and take it and make it your own. But Sheets is a really awesome tool and allows you to do a lot of cool things. There’s also a lot of cool add-ons that you can get for Sheets as an SEO. You can get the Google Sheets Analytics add-on where you can actually pool your Google analytics in here. You can get search analytics pooled right into here.

You could use the Moz API, connect to Moz, and sign up for your Moz account. If you’ve got any API access, and I know Moz has different levels, too, where can do some free. So, if you want access to all the metrics, you got to upgrade here. Let’s say I wanted to look at domain authority or something. I could easily do that by taking one of these URLs. Let’s do Brian Dean’s site over here, Backlinko, and pull it in here and say, “Get the data.” And they let me do 10 URLs every 10 seconds.

So, I could put this in here, and Moz would tell me some information right into Google Sheets. So, last time it was crawled, they’re really just going to give me access to page authority and domain authority. Let’s say you want to know the domain authority and the page authority of a bunch of pages. You could use Moz to do that for you. It’s absolutely free, it’s going to import it right into Google Sheets, and it’s going to allow you to work from inside here. A very cool tool, something that I highly recommend if you’re not using spreadsheets. Check out those videos that I did. I think they’ll help you quite a bit.

3. Detailed Browser Extension

The next tool is a browser extension, and it’s the detailed browser extension. It allows you to get really good SEO insights with a click. It’s built by SEOs for SEOs, so that’s a really cool thing as well. A lot of really good information over at If you haven’t any of that stuff, or you don’t know much about them, or if you don’t know much about them or Glen and what they’re doing there, I highly recommend you check out their website, but this extension’s pretty stinking cool, too.

I use it to:

  • Check titles and meta
  • Look at headers
  • Look at structures of pages
  • Get really quick insights. If a client’s asking me something, or if I’m on a prospecting call and I want to be able to have a little bit of something to give the person that I’m talking to, this extension helps me quite a bit.

So, since we already pulled up this site from the SEO tools example, we can actually run the Detailed browser extension here. It works in Chrome. Here’s the analysis. It’s going to give me the title. It’s within the right character limit, the description, and the URL. It’s got canonical links. They’re using robot index and follow tags. I’ve got word count. If they’ve got images, I’d be able to see that. I can see what kind of header structure they’re using and images and links.

But I can go up here, see the headings and the breakdown of this piece of content. What are the different things that they’re talking about and how is it broken down? I can look at the total links to this page, both internal links as well as external links from this page. I can take a look at the images. How many images are here, how many have alt tags, and how many have titles or not.

I can look at the structured data to see what kind of structured data they’re using here. It looks mostly like website, organizational, structured data, and some lists of structured data. I can look at the social graph, so things like Open Graph or Twitter Cards, and then quick links to some other tools out here. This is a really cool tool. So, you can see, we can do a lot of pretty awesome things. I can even highlight no follow links if they’ve got any of those going on, and I can also do some cool search operators here.

Like, let’s say I want to do a site domain search on Backlinko. I could do it right here. And I can look at just Google search from the visibility of Backlinko. Or let’s say I wanted to perform any page, just check to see if any page isn’t secure. I can do a search like this. And there’s really just one page here that looks like a really old page and obviously not important.

But this is where you can find pages maybe that are lacking HTTPS. So, it really helps you optimize really quickly or just get some insights quickly. You can go to somebody and say, “Hey, did you know you had 20 pages that are not secure?” So, you can see all this comes from just one plugin that you can just click around. It’s a very cool tool. I highly recommend it. Also works on Firefox.

4. SEO Quake

So, as I spend a lot of time looking at SERPs themselves, having some extra data can be really helpful, and that’s where SEOquake comes in. It’s a free browser extension, but it helps you in a number of different ways.

I like to use it for:

  • Quick on page audits
  • Examining internal and external links
  • Comparing domains and URLs in real time
  • Extracting more data from the SERPs.

So, let’s take a look at how you guys could possibly leverage SEOquake.

Let’s say you were trying to rank a page for this term, best time for a webinar. Once I turn on SEOquake, it starts to pull in some pretty cool data here. Now, if you’ve got a subscription to SEMrush, you can get a lot more information, but you don’t have to have one. So, let’s zoom in to see the type of information SEOquake will give us.

So, if you have a free SEMrush account, that’s all you need is a free account, and you will actually get some more information. So, I highly recommend if you’re not using SEMrush, we actually use it as a paid level. I think it’s a really, really good tool. But even if you want to get more out of this tool, SEOquake, having a free SEMrush account is really, really worth it.

So, you would just click connect here, and I would connect my account. Now that I’ve actually connected it, I’m going to get a lot more data. What it’s going to tell me is the domain score, the trust score, how many visits approximately this site is getting, what’s their average page per visit, the average time and bounce rate. It can give me the amount of pages indexed in Google, the links, the linking domains, Bing data, Alexa data, how old the page is, and any Facebook information.

I can look up the whois, display ads, and SEM rank. I mean, there’s a ton of information I can pull straight from here. It does it all the way down the search results because I can start to see, what might be some of the factors that are influencing this page; is it the amount of links they have? Is it the visibility they’re getting another areas?

This is actually one thing that was really help me. This tool was really helpful early on to really debunk a lot of the noise I was hearing in SEO. When you start to look at these pages, page by page, you take this data and actually scrape it – I can go here and export this to a CSV and put it in Sheets – you can start to see that some of the things that people say, “This is what makes everybody rank,” isn’t always true.

You’ll notice here in some cases, you’ll have a page right here. It’s got 61 links to this page. right now has two to this page because GoToMeetings changed their URL. But this one’s ranking higher. So, obviously there’s a lot of other factors, considering the fact that this is linked to GoToMeeting and all that. But links themselves aren’t the only things that affect ranking here. And looking at a tool like this, being able to look at the SERP reports and understand that it can really help to make sure that you’re focusing your strategy in the right areas.

Another thing that SEOquake does, it allows you to can set your own parameters. So, you can look at Google cache data. You can set all of these, what you want to look at, what’s important, what’s not important. There’s even more settings that you can get into. You can look at this SERP report and a total sheet like this, which, again, is really helpful. We can look, is there any Facebook data? It doesn’t look like it is. We’re not seeing much of this Google index data, and that could just be their tool.

I can look at the Bing index, the Alexa rank, the web archive if that’s working, I can look at the SEMrush rank, which is how much traffic these pages are getting in the SEMrush tool. I can also look at backlinks, so the subdomain backlinks versus the root domain backlinks. So, what’s some of the parameters here? What’s working. So, that’s pretty awesome.

And this is all straight from the search results. I can export it. I can set a location. So, let’s say you’re doing SEO in a different country. I can actually set the country or a language. I can sort this page by a certain parameter so I can organize it in a different way. Really helps me take more control.

And here’s another thing that’s really cool. So, let’s say you’re doing keyword research. SEOquake is going to give me difficulties from the Google database for this keyword right here at the top as well. And I can actually get a full keyword report. So, this goes right to SEMrush. You’re going to get more information if you have the full tool and not just the free version, but it actually will help you do some keyword research as well, and right from the SERPs. That’s what I really like about it is as I’m looking through the search results, I can get real time data about the links that I’m looking for.

Now, SEO tools are not perfect. Not all data points are 100% accurate, but at least it’s a baseline. It’s something that you can get started on and say, “Okay, here are some of the things that I’m seeing based on the search engine’s results and the data around the sites that are ranking.” So, it’s a pretty cool little plugin as well. It’s a great tool that we use pretty much every single day.

5. Screaming Frog

So, I saved the best tool for last, and this is Screaming Frog. Screaming Frog SEO Spider is a web crawler, and it helps you do a lot of things, mainly focusing on on-site factors, extracting data and doing audits for SEO issues. You get 500 URLs for free, so that’s pretty awesome. So, you can do smaller sites, but you can also do some pretty massive sites with this. We’ve crawled some pretty large websites and did some very, very specific, deep dives with it.

We use it for:

  • Site audits
  • Data pools
  • Internal linking
  • SEO visualization, and a whole lot more.

There’s so much this tool can do, and we’ve barely even scratched the surface. I literally use this tool every single day. So, I’m going to walk you through this tool, why it’s so awesome, and how you can get started to leverage it to really help improve your SEO visibility as well.

Screaming Frog SEO Spider is a web crawler, and it helps you do a lot of things, mainly focusing on on-site factors, extracting data, and doing audits for SEO issues.

You can use Screaming Frog in a number of ways. Probably the most common way to use it is to run a site audit where you put your site domain up here. You would be in what’s called the spider mode. And you would run your URL in here, hit start, and it would crawl all the pages on your site, and all different types of pages.

You can see here, we’ve got everything from text to CSS to images. Over here, there’s always a summary of what’s going on, so all the URLs it encountered, anything that was possibly blocked. Then you can look at your data. Right here, it’ll visualize it underneath. So, let’s say you wanted to look at security. It’ll tell you, here’s the HTTP URLs versus the HTTPS, if there’s anything that you need to take a look at.

You can look at the URLs themselves. Are they structured correctly? Are you using the right format? We can look at page titles, see if anything’s over the character limit or below. And as you notice over here on the big screen, everything’s changing as well. We can go into meta descriptions, look at keywords, header tags, content of the page and word count.

If you set up spelling and grammar, which is actually under here in the configuration, you actually can set up spelling and grammar, and it’ll check your spelling and your grammar errors. So, you can see that as well. It’ll tell you whether one page is indexable or not. It’ll look at your structured data if you set it up to do that. You can take a look at your site maps and page speed. There’s so many cool things that you can do with this tool that barely scratch the surface. I probably should do a whole video just on Screaming Frog.

What’s also pretty cool is you can set up APIs here. So, you can hook up Google Analytics in Search Console and page speed insights. It’s also got some third-party tools like Majestic SEO, Ahrefs, or Moz. We use this quite a bit and we’re doing a big crawl, and we’re trying to understand like which pages are popular. And we can pool the data right from Google Analytics and attach it to those pages and start to do some of that analysis.

You can do some cool things with internal linking as well. I mean, you can pool the Google page speed insights as well. There’s so many awesome things you can do. You can look at the response times of your website. You can look at the overall structure of your website and how it’s built out. This tool is so packed full of awesome things. Like I said, you’re barely scratching the surface.

And as you begin to click on certain URLs, you get more data and information about those specific ones right here. So, I can narrow the homepage out, and I can look at the status code and all the things that are specific to this URL. I can look at the internal links. I can look at the outlinks. I can look at the images on this and the details with those images. I can actually pool them in here and see what they look like.

I can look at all the resources that are associated with it. I can look at how it would look within the search results. So, here’s the snippet. And I can start to play around with rewriting those and what they would look like. Like I said, there’s just so much that you can do with this tool. It’s pretty awesome.

What’s also cool is the visualizations. Let’s say you want to see how your site looks from a crawl tree graph, and you can really begin to understand your website and how it’s made up, how it’s built out. And so, we’ve got the simplified search page, and then we’ve got the different ways that these pages are being crawled and moved through here. If it’s green, it means it’s indexable. If it’s red, it means it’s not. And there are certain pages that we don’t have indexable for certain reasons on this site, but at least we can see. And we know you might be able to pull this and go, wow, we’re not even letting ourselves index this. What’s going on? We probably should fix that. Right? And so, that’s one cool graph.

And then you’ve also got a directory tree graph, which looks at all your different directories and how it’s built out. So, we’ve got the entire website here, whether it’s our core site or whether it’s going to be the site with our content and everything that we’ve got around there. So, those are the things that we want to look at.

And actually right here, I actually want to index my author page. I think that’s something very important because I want Google to know that I’m the author of this site so they can pass some of that authority to this site as well. So, that’s something I need to fix. And again, without some of these tools, I wouldn’t actually be able to see that as quickly as I would like to. So, there’s definitely some things that I could clean up on this site.

It’s also got some really cool force-directed graphs. You can also look at your EnLink anchor clouds, so you can see what are the internal links on your site and how they’re coming across. These make for pretty good visualizations to share with clients. You can even run what’s called the crawl analysis afterwards, which adds more information.

One of my favorite things about this tool is that it will actually calculate an EnLink score. So, it will calculate how strong my pages are internally, and what is the score that those pages gains, kind of like an internal page rank. It’s a very useful piece of information to know because it helps me to pass the authority to other pages if I need to improve that, or maybe I want to make sure that things are easier to get to from one page or another.

This tool has got so many features. It would take me hours and hours to go through it all. If you’re not using Screaming Frog, I highly recommend that you check this tool out because it will give you awesome insights. And it’s a free tool, which is cooler than anything else. But if you like it, and you’re getting a lot of use out of it, I highly recommend that you pay for it, too, because it’s one of the most amazing tools that we use all the time.

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