Small businesses must use available data analytics and research tools to compete with big brands.

Google’s free marketing tools will allow you to view how your site is currently performing, research and understand what you can do to perform better, and give insights into what aspects of your marketing are best.

Here are 5 free tools that Google provides, and how to use them to take your business further in 2022:

1. Google Business Profile

   What it does

   Creating a Google Business Profile allows users to find your business via Search and Google Maps. On your profile, you can post photos of your business and products and update business hours as needed. It also gives your customers an easy place to read and leave reviews.

   Who it’s for

   Every business, especially businesses with a physical location

   When to use it

   Set it up immediately, then add content to it and respond to reviews as frequently as you can.

   How to set it up

   Setting up a Google Business Profile is a quick and easy process. Make sure to connect your social media pages to your profile, as that will help your profile to rank higher on Google.

   Google will also give you $500 of free ad credit when you set up a business profile.

2. Google Analytics

   What it does

   Google Analytics allows you to see how your website is performing in terms of traffic. The data that Google Analytics provides will show you where your traffic is coming from, and how traffic interacts with your website. This information can provide insights on how to improve your website and conversion rates.

   Who it’s for

   Any website, especially with e-commerce features

   When to use it

   Set it up immediately so you can begin to gather data. Monthly, or as often as you see fit, take a look at the data that is collected. Use the data to make improvements on the website or to set goals for future conversions.

   How to set it up

   Setting up Google Analytics involves adding a piece of code to your website. Thankfully, Google makes it easy with detailed instructions, and even free courses to learn how to get the most out of the data.

3. Google Search Console

   What it does

   Ever wonder what phrases your website traffic uses to find your website? Look no further than Google Search Console. This free tool provides information about the keywords associated with your website, and how your website is performing in terms of Search Engine ranking.

   Google Search Console also allows you to test your site’s performance factors that impact your search ranking (like site speed and mobile-friendliness).

   Who it’s for

   Any website or business looking to improve their Search Engine Ranking

   When to use it

   Use Google Search Console periodically, to check on your search ranking or for keyword research

   How to set it up

   Link Google Search Console to your website following Google’s detailed instructions.

4. Google Trends

   What it does

   Google Trends is the ultimate keyword research tool. Here, you can find out how search queries perform in any location at any time of year.

   Who it’s for

   Any business or website looking to improve their Search Engine Ranking, or any content creator looking to target specific, well-performing, keywords.

   When to use it

   To find trending keywords that fit your brand. We use this tool before creating content to give us an idea of what the public is searching for.

   How to set it up

   This is a free research tool, so no setup is needed.

5. Google Chrome Lighthouse

   What it does

   As a part of Google Chrome’s developer tools, Lighthouse tests websites on 4 categories: performance, accessibility, website best practices, and search engine optimization (SEO). It then ranks and gives the website a score out of 100 in each of the four categories, showing where your website can improve.

   Who it’s for

   Any website (be sure to test all pages individually!)

   When to use it

   When a new page is added to your website, or whenever you’re looking to improve your current pages.

   How to set it up

   If you’re using Google Chrome, it is already set up in your browser. Run a Lighthouse test on your website with these clear instructions from our friends at Google.

There is no need for expensive marketing software when Google provides these marketing applications for free. These tools will provide meaningful insights into how your business can improve. Using these five Google tools, your business will be able to better maximize the return of your marketing efforts.

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