Is SEO Free on Google?

I can’t tell you how many times I hear this question: Is SEO free on Google?

The more I learn about SEO, the more aware I am of just how confused people are about SEO. They start reading and quickly become overwhelmed. Understandably. There’s a gazillion applications that promise and they promise to eliminate your SEO dilemmas and help you show up on page one in search. Each application promises to make it easy. But if you’re new to this, nothing’s easy.

Unfortunately, these applications often address only one function

These gazillion applications may be specific to analytics, keywords, ranking, site loading time, etc. They may or may not have an associated fee and/or a free trial. Who besides me signs up for the free trials, doesn’t really get a chance to test a product, forgets to unsubscribe and ends up paying for year subscription to something I really don’t have time or interest in using. It makes me crazy—I hate paying for something I don’t use. You can’t possibly take all of these apps out for a test drive and make reasoned decisions about which to incorporate into your marketing program. Enterprise applications like HubSpot and Semrush are great, but they come with a big price tag.

What to do? Stick with Google’s free tools

There well may be other products and applications that are better or easier to use, but frankly, nobody knows search and algorithms better than Google. We may love to hate them, but this is their house, and they make the rules. Best of all, Google apps are free. Use these apps to evaluate your site load time, analyze your web traffic, identify keywords and develop your ad campaigns. Keep it in house and it remains free. Together, these apps can be overwhelming. Instead, learn to use these one at a time and you’ll begin to see how Google’s suite of free SEO tools will enhance your understanding of how to show up in search. That’s what it’s all about.

Google owns the search market, and SEO is free on Google

• Google PageSpeed Insights. Track page speed for both mobile and desktop devices. Page speed is critical. If your site takes too long to load, everything else is irrelevant. 
• Google Analytics. This application will track your website traffic. If you’re testing a new campaign, check GA to see if users have hit your landing page and if they’re drilling down to other parts of your site. Make adjustments and recheck GA. 
• Google Keyword Planner. Keyword research is simply learning what types of words and phrases generate the most audience interest, clicks, and linger time to improve your website’s ranking. Keyword research is fundamental to building a Google ad campaign. But I use it when I’m starting a new website project--I want to know what words/phrases I should be using when developing content for each page. I also use it when writing blogs. I want to know what words to be using in my headings and subheads to assign “H” tags for better search engine indexing.
• Google Business Profile. Google has really gotten behind its Google Business Profile (This can be confusing: Formerly Google Business Page and Google My Business). It’s now uber accessible—even from Google Maps. Encourage your clients and colleagues to give you a review on your GBP—send them a link. Keep this page updated with your blogs and add new images. You really want to be taking advantage of this free tool.
• Google Search Console. This Google tool gives users a snapshot of their site's performance, including organic search traffic, link data, and issues impacting the site’s performance. While any marketer can benefit from using it, this tool is really for those who are SEOs—those dedicated to improving search results. But you don’t have to be an “SEO” to use this site. We should all be invested in improving website performance.
• Google Trends. Another free Google tool. Trends culls data from Google searches and allows users to compare things like the frequency of search terms compared to other similar keywords, different geographic regions, or across language barriers. You can sort the data by category, type, region, or time period. Use it to identify seasonality—the best time to be rolling out a product based on historical data. Use it to avoid using trending keywords with fading popularity—these trends will show a spike that quickly fades. 

Is SEO Free on Google? Yes. SEO can be completely free using Google’s suite of SEO tools. Contact Top of Mind Marketing to evaluate and build your SEO strategy.

Local SEO: Leveraging Google’s Powerful Search Tool

Nearly half of all searches have a local intent. How many times have you added “near me” to a search query? That’s local SEO at work. Besides the convenience of identifying local service providers in our own little ‘hoods, we like to support our local businesses. It builds community.

Local Pack is another Google search tool

To help connect users with their location results, Google has changed their algorithm to accommodate location in its search engine results page (SERP). Another handy search tool is Google’s Local Pack--connecting users to specific local businesses they’re looking for.

You’ve used the Local Pack; you just didn’t know it had a name!

You’ve seen the Local Pack a gazillion times—you didn’t know it was a product in the search space. Let’s say you’re going to be in Athens for a month and you’re looking for cafes with wifi near your airbnb. (My local search for the month of May.) You’re served up a map with three listings, your location and that of three cafes. This is your Local Pack. I found a delightful little café in my neighborhood that became my go-to home with yummy food and friendly people, thanks to Local Pack!

How do you optimize for local search?

• Claim your Google Business Profile (GBP). This has become nonnegotiable. It’s the most important thing you can do to boost your SEO value. 
• Add your business to local directories and industry listings.
• Get reviews and add them to your website. Include the local city for the person who’s giving the review. 
• Make sure your name and address are in your footer. 

GBP ranking factors guidelines

• Relevance: Complete and detailed business information will help Google better understand your business and match your listing to relevant searches. 
• Distance: How far each potential business is from the location terms used in a search. 
• Prominence: Your overall online presence. More reviews and positive ratings will improve your local ranking. 

Google’s Business Profile is becoming a workhorse

A recent article suggested that one of the very best things you can do for SEO is to get reviews on your GBP. Reach out to current and former clients and colleagues and ask them to give you a review—make it easy and send them a link. Forget Yelp. It’s just too annoying. Anyone can access your GBP from Google’s apps—Google Maps, etc. Keep this page updated with new business information; upload blogs and images.

Google’s really getting behind their new, improved GBP and making it seamless

Google’s making it easier for users to interact directly with businesses from their GBP pages to book appointments, get quotes for services and message directly. Without a GBP, you’re going to be missing out on opportunities in local search results and Local Packs. The Local Packs, especially, are a nice visual way to package search results. You really want to be taking advantage of Google’s tools.

We can help optimize your website. Contact Top of Mind Marketing. We’re writers and content marketing specialists.