It surprises you, not me: Google’s algorithm is a well-kept secret. However, Google also provides a myriad of tools to test your site and ultimately find out if it meets some of its criteria for SEO.

Indeed, I confirm. Google offers free at least 6 tools to use without moderation to test and optimize the website of your company. There are surely some tools you do not know, and others you know without knowing how to really use them.

In this article, I will not only list the best free website test tools provided by Google, but also show you why to use them. And at the risk of repeating myself: they are all completely free tools.

Google Analytics: All About Your Website Traffic

Google Analytics  is without a doubt the most indispensable Google tool that you absolutely must use.

Analytics is constantly recording the traffic of your site and some of you will tell me that it is not necessarily a tool to test your website.

I would say that Google Analytics renders all traffic parameters in its dashboard as graphics and lists. That’s why Google Analytics is probably the most reliable way to measure the effectiveness of your SEO efforts.

Install Google Analytics

Just insert a piece of code on all pages of your site to start browsing the indicators provided by Google Analytics.

My advice  : Insert the code into a part of your site common to all pages. For example, in the header or footer.

To know  : The code is totally invisible for your visitors. Its insertion will not deteriorate the design of your site.

No need to call your web developer .

Indeed, if like me, you use WordPress to publish the contents of your website, some themes provide a zone to copy this code.

Use Google Analytics

The Google Analytics dashboard shows your traffic in different categories, so you can learn about:

  • Real time traffic,
  • Global traffic,
  • Countries where your visitors are,
  • Reference sources,
  • How long visitors stay on your site
  • The number of pages viewed per session,
  • And also the bounce rate . That is, the percentage of users who leave your site after falling on a page.

In addition, you can define and follow goals.

For example, if one of your goals is for people to sign up for your newsletter, Google Analytics gives you exactly how many people arrive on your thank you page after they sign up.

Once Google Analytics has collected enough data, you can also compare your settings over time. In this way, you are able to follow the evolution of the performance of your site:

  • Between today and yesterday,
  • From one week to the next,
  • From one month to another,

There is no limit.

To be precise  : Google Analytics is not retroactive. Thus, it only starts collecting data once the code installed on your site. But from then on, it’s easy to monitor your site’s performance and make adjustments accordingly.

Google Search Console: How Google understands your site

Google Search Console  is the only platform Google uses to communicate directly with site owners.

For example, if Google finds a critical error on your site, Search Console is where Google tells you.

Google Search Console is especially useful for:

  • Find out if Google is able to browse your website,
  • Submit new content for Google to index,
  • Monitor spam issues,
  • Identify the error pages (404),
  • And especially to know the key words typed by the Net surfers who made appear your site in the search results and in which position, …

It’s very easy to sign up on the Google Search Console:

  • Go to Google Search Console ,
  • Just log in to your Google Account after clicking the link above,
  • Click on the “Add property” button to declare your site.
  • Then submit your sitemaps .
  • Let Google Search Console work and sign in again a week later.

Google Search Console is without a doubt the best tool for identifying and fixing SEO errors on your company’s website .

Speed ​​Insights page: Test the speed of your pages

This is important because people do not like a slow site. If it’s too slow, they even tend to leave you before the page appears.

Incidentally, the loading speed of a page is one of the 200 criteria of Google’s algorithm.

In my opinion, Page Speed ​​Insights  is the only speed test tool that matters when it comes to SEO.

Indeed, Google’s search algorithm also uses Page Speed ​​Insights to determine the loading speed of your site. And speed is one of the criteria of Google’s algorithm  for ranking its results pages!

While there are many other speed test tools like pingdom , Page Speed ​​Insights is the only one that counts when optimizing your site’s speed for Google.

This tool can be used to test the speed of any page:

  • Obviously those of your website,
  • But also, those of your competitors.

Submit the URL of a page here  and let the tool do its work.

Google’s test tool shows the speed of your page on a scale of 1 to 100. According to Mathieu, an acceptable page speed has a score of at least 75. Moreover, Google marks it in green .

My advice  : If the score of a page is less than 75, I recommend that you simply follow the advice provided by Google to speed up the speed of your page.

At, we find that optimizing images on your pages is the most common recommendation.

Do not forget to make imagify work . Your speed score on Page Speed ​​Insight will be better.

If you need help on this topic, I refer you to my complete guide to optimize your website .

Mobile optimization test: test the compatibility of your pages on mobile

This is important because people are using their mobile more and more to surf the net. If your site is not readable on a small screen, they will go to another site with a similar offer.

Incidentally, mobile compatibility is one of the 200 criteria of Google’s algorithm. And this criterion a priori takes more and more weight.

So is your site really compatible on mobile? Discover what Google thinks with its free test tool .

After submitting your site URL here , Google determines if it meets current mobile viewing standards.

His answer is unequivocal: it’s Yes or it’s No!

Good news ! Google considers that your site is mobile compatible. You have nothing to fear.

Conversely, if Google considers that your site is not compatible on mobile, it gives you the reasons for this failure. So you know what adjustments need to be made to your site.

Having a mobile-compatible site is also a criterion of Google’s ranking algorithm  for referencing your company’s website. It is therefore crucial that this test is positive.

Indeed, today, searches on mobile exceed the search on PC ( source Presse Citron ). You risk losing a significant amount of traffic if your site does not pass this Google test.

Google Test My Site: test your site in “real” conditions on mobile

At first glance, Google Test My Site  seems to be another tool to test the speed of the mobile page.

But, Google Test My Site has several additional tests compared to the previous tool:

  • Test on a standard connection (3G) which is still the type of cellular connection that can be found outside urban areas,
  • Analysis of the technical data of the site,
  • Mobile ergonomics test.

After submitting your site URL here , Google performs its test that can take a minute.

Once the performance analysis of your mobile site is complete, Google Test My Site displays its results on 3 screens:

  • The first screen gives the loading speed of your site with a standard 3G connection. A percentage indicates the number of visitors you may lose due to the load time. Indeed, we are all impatient. The longer it takes to load, the more we tend to move on.
  • The second screen positions the speed of your site with other sites in your industry. The Google “Teacher” gives you a rating of Excellent, Satisfactory, Fair, or Insufficient, and shows you how you are positioning yourself against the best in the class at the best-performing sites in your industry.
  • On the third and last screen, Google indicates how many seconds you can save on the loading time of your site by following its recommendations. All you have to do is download the report of the recommended corrections and put them in place.

Structured data test tool: check their correct implementation

In addition to traditional HTML tags , structured data is additional data to help search engines better understand the information included on a page.

Digital Marketing experts call this the markup.

Structured data gives more data to search engines to rank your pages. So essential if you want to surpass your competitors on the results pages.

Structured data includes contact information, social profile links, recommendations, etc.

I explain in this article why and how to easily integrate structured data into your company’s website .

You can also check out this guide published by Google that describes what you need to know and do around structured data.

Be careful , the structured data must be implemented correctly for Google to understand.

Once structured data is added to a page, the structured data test tool  checks to see if it has been done correctly.

After you submit the URL of one of your pages in the tool, the Structured Data Test Tool lists the structured data that it has detected.

If the structured data test tool finds errors or warnings associated with your structured data, the tool shows you how to troubleshoot problems.

AMP test tool: Is your AMP page valid?

The AMP format was developed by Google to speed up mobile web pages.

For my part, I use the AMP extension for WP – Accelerated Mobile Pages .

Then, perform a Google AMP test after activating and setting the extension.

Again, since it is a format set up by Google, as much use its test tool .

Go to the Google AMP Test Tool page .

  • Paste your URL of one of your articles / pages.
  • Press the TESTER button.

If you have errors, the tool tells you.

There are 3 main options on the left side.

  • ”  Submit to Google  ” to request an index of the page to Google.
  • ”  Preview search result  ” to display the appearance of your page in mobile search results.
  • ”  Show source code  ” which can be very useful if you have errors that I do not wish you.

In addition, the tool also checks the proper implementation of the structured data on the page in AMP format.

Conclusion on Google’s test tools for your website

Here are the main Google test tools sorted in descending order of priority:

  • Google Analytics  to know everything about the traffic of your website,
  • Google Search Console  to see how Google understands your site,
  • Speed ​​Insights page  to test the speed of your site,
  • Mobile optimization  test to test the compatibility of your pages on mobile,
  • Google Test My Site  to test your site in “real” conditions on mobile,
  • Structured data test tool  to verify the correct implementation of these,
  • AMP test tool  to test your pages in AMP format.

All these tools, provided free by Google, are to be used without moderation to understand the performance of your site and know the improvements to make if necessary.

It saves time on all these technical aspects. It is also the way to be sure that your SEO is at the top.

My advice  : some corrections may require a substantial budget. Remember that you are not fighting against Google but against your competitors.

So just try to be better than them. And as most of these test tools can capture a URL of your competitors, it’s easy to compare and do the right thing to be a little better.

Pass all these tests of the technical part of SEO and I assure you that your site will go up in the pages of results of Google pages.

Your company’s website will naturally receive more traffic and your business more leads. It’s mechanical and almost guaranteed!