Are exchanged or reciprocal links okay with Google?
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Google’s Top 5 SEO Tools

Google's Top 5 SEO Tools

Google offers a constantly updated package of tools that are useful for SEO.

These tools help publishers understand why a page is underperforming, and guide them with specific tips for improving website performance for the purpose of ranking better.

Here are Google’s top five SEO tools.

1. Fyr

Lighthouse is a performance-enhancing tool on web pages built into every Chrome-based browser. The tool is available in the Chrome Dev Tools panel.

More ways to access the Google Lighthouse Tool

On a Windows machine, press the F12 softkey. In Windows or Mac, right-click on the page and select “Inspect”, then select the “Guy” tab. On Mac, tap: Command + Option + COn Windows, Linux, and Chrome OS, tap: Control + Shift + CI Chrome, click the three-dot menu in the upper-right corner, and then tap More Tools> Developer Tools Google Search Screenshot , August 2021

Screenshot from Chrome Dev Tools, August 2021

Lighthouse Offers 5 Feedback Categories

It currently provides five categories of SEO feedback on performance:


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Performance. Progressive web app. Best practice. Availability. SEO.

While accessibility is not exclusively an SEO-related metric, it is related to good user experience for disabled visitors to the site.

Using feedback from these five categories helps improve the search visibility of most web pages.

The SEO section of Lighthouse provides 10 feedback points on factors that matter to Google.

Some metrics Chrome Lighthouse reports for

Viewport Meta Tag.Title Element.Meta Description.HTTP Status Code.Descriptive Text on Links.Page Status for Successful Crawling & Indexing.Validates Hreflang.Validates rel = canonical.Checks mobile-venliness.Validates letterability for mobile devices.Checks mobile tap Target .Checks on the document avoid browser plugins for viewing.Checks crawling and indexing.Checks Robots.txt.Checks on the page send a successful HTTP status code.

Why You Should Use Lighthouse SEO Tool

I will not deny it, Lighthouse is an easy site review tool.


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But it’s an important site review tool because it represents Google’s opinion on 10 metrics you should look at.

If Google thinks these metrics are important, then so should you.

To get the most out of this tool, check out a technical SEO guide for lighthouse measurements.

2. Test my site

Google’s test tool for testing my site offers two metrics:

Estimated load time on a 4G mobile network. Recommendations to speed up the site. Screenshot of Test My Site, August 2021

This is a great tool for getting a snapshot of a site’s speed status.

It is a good starting point to get an overall picture of mobile optimization.

The tool also offers to email a complete report containing suggestions for speeding up the tested web page.

Why use Test my site

You can get similar information by using Page Speed ​​Insights.

But the Test My Site tool provides the information in an easy-to-understand way that makes it easy for non-developer stakeholders to gain an understanding of what could be wrong with the performance of the mobile site.

But it’s also good for developers to get a quick overview.

For detailed information on what to fix, go to Google Page Speed ​​Insights.

3. Page speed insight

Page Speed ​​Insight is the tool that delivers lab Core Web Vitals performance results.

Core Web Vitals are key metrics created by Google to represent what a user experience on a web page is.

This information is important because fixing the highlighted issues will improve SEO, sales conversions, ad clicks and (if it succeeds in fixing bottlenecks in performance) provide a small boost in the ranking factor.


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This online tool provides specifications on what is causing the downturn and provides suggestions on how to resolve the issues.

It tells you which scripts and styles are slowing down the site, which images are too large, and offers many other tips to speed up affected web pages.

Why you need page speed insight

Page Speed ​​Insights not only offer useful solutions to hidden technical issues affecting page speed, but it is also a resource for learning what these issues are.

Each highlighted issue links to a Google Developers page that provides more in-depth background information and an explanation of how to resolve the issues.

4. Safe Browsing Test

Google crawls billions of pages every day to check for malware. This tool reports if there is malware on a website.

The tool also provides the date the last time the site was checked for malware.

Some sites are tested more often than others.

Why use the test tool for safe browsing

Many people do not consider website security as an SEO issue.


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But website security quickly becomes an SEO issue when Google starts dropping URLs from its index because the site has been hacked.

Therefore, website security should be considered as part of SEO. Failure to secure a site can seriously affect the visibility of a searcher.

5. Google Trends

Google Trends provides information about the keyword’s popularity and also segments the information by time and geography.

The time segment can give you an idea of ​​how seasons can affect keywords. It can also show you if a keyword is losing popularity.

If you see a downward trend in a keyword, this may indicate that a product or trend is causing searchers to lose interest in that search.

Why use Google Trends

Google Trends is also important for competitive research. It shows you how often people search on Google with a competitor’s brand name.

The trend line over time will show you how stable this trend is – whether it goes up, down or steady.


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Clearly, a competing trend line that is going down is good. A trend line that is on the rise is bad.

A trend line that is stable (the most common) means that a competitor is doing well and you will need to identify their weaknesses and make them your strengths – among many considerations.

For more tips, check out 10 Ways to Use Google Trends for Better SEO.

Make good use of Google’s SEO tools to improve rankings, visibility and user experience

While SEO professionals tend to take a lot of what Google says about what helps rankings (or not) with a healthy dose of skepticism, it would be foolish not to take advantage of the tools it has to offer.

In these tools, you can see exactly what Google is looking for in a quality site, webpage, and user experience.

Use this to your advantage to optimize as close to the expectations of Google (and your audience) as possible.

More resources:


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Selected image: ImageFlow / Shutterstock

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