Tip 10 of 31: Use the Free Search Tools Available to You
One of the biggest mistakes businesses make is assuming they need expensive SEO software before they can improve their website.
In reality, Google provides several free tools that can help you understand how people search, how your website performs and where your content could be improved.
Used together, these tools provide valuable insight without costing anything.
Google Search Console
Google Search Console shows how your own website performs in Google Search.
It allows you to see:
- which searches generated impressions;
- which pages receive clicks;
- average search position;
- indexing issues;
- mobile usability and technical warnings.
Rather than guessing which pages matter, Search Console helps you identify where your existing content performs well and where improvements may be worthwhile.
Google Trends
Google Trends helps you understand how interest in a topic changes over time.
It is particularly useful for:
- seasonal recruitment trends;
- comparing different search terms;
- identifying emerging topics;
- understanding regional differences.
Trends measures relative interest rather than exact search volume, making it useful for identifying broad patterns.
Google Autocomplete
Begin typing a search into Google.
The suggested completions often reflect common ways people phrase their searches.
These suggestions can provide useful ideas for page titles, headings and FAQ sections, although they should always be supported by useful content rather than copied mechanically.
Related Searches and People Also Ask
Search results often include:
- Related searches
- People also ask
These features can highlight questions people commonly ask about a topic.
Not every search will display them, and the questions shown can change over time, but they can provide useful inspiration when planning helpful content.
Use the Information Sensibly
One of our clients generated £45,000 in placement fees from their website in a single month.
That success did not come from chasing individual keywords.
It came from understanding the questions customers were asking and producing content that answered those questions clearly.
The free Google tools helped identify opportunities, measure performance and improve content over time.
Don't Write for the Tools
The purpose of these tools is not to encourage writing for algorithms.
Instead, use them to understand:
- the language your audience uses;
- the problems they want solved;
- the questions they repeatedly ask;
- the pages already performing well.
Then write content that genuinely helps those people.
What to Do
Spend an hour exploring Google's free tools.
Review:
- Search Console for your best-performing pages.
- Google Trends for topics relevant to your industry.
- Google autocomplete suggestions.
- Related searches.
- People also ask questions.
Look for recurring themes rather than isolated keywords.
Those themes often provide better ideas for future content than any expensive SEO tool.
Up Next
Tip 11 of 31 explains why replacing vague page titles with clear, descriptive ones makes it easier for people—and automated systems—to understand what each page is about.
Frequently Asked Questions
Which free Google tool should I start with?
Google Search Console is usually the best place to begin because it shows how your own website performs in Google Search.
Do I need paid SEO software?
No.
Many organisations can make substantial improvements using Google's free tools before considering paid software.
Can these tools tell me what AI systems will cite?
No.
They provide insight into search behaviour and website performance but cannot predict AI-generated answers, recommendations or citations.
How often should I review Search Console?
For most websites, checking monthly is sufficient, with additional reviews after major content updates or technical changes.
Should I create content for every search phrase I discover?
No.
Focus on topics that genuinely match your expertise and your audience's needs. Use the tools to understand your audience, not simply to chase keywords.
Darren Revell, Co-Founder, RecruiterWEB
Co-Founder, RecruiterWEB
Darren Revell began working in recruitment technology in 2004 when he founded Recruitwise Technology. He later became a founder of RecruiterWEB, which acquired the Recruitwise Technology brand, platform and customer base in 2016. Darren remains Co-Founder and Co-Owner of RecruiterWEB.
Darren came to Rectech after eleven years working in recruitment. He started as a trainee recruiter in 1993 and progressed through the ranks to recruiter, billing manager, billing director, and eventually recruitment company owner. During that career, he delivered permanent hires, contract hires, client campaign advertising, team moves, retained search, master vendor services, and RPO.
In 2004, he switched focus to recruitment technology and began building websites and job boards specifically for recruitment agencies. RecruiterWEB has since built websites for 667+ agencies and executive search firms in the UK and internationally. The platform runs on custom code built explicitly for recruitment, with built-in job board functionality, ATS and job poster integration, Google for Jobs structured data, and GDPR-compliant candidate registration included as standard on every plan.
Darren writes on recruitment website design, SEO and AI visibility for recruitment agencies, candidate data protection, and the commercial impact of digital investment on recruitment businesses.
Specialist Areas
- Recruitment website design and technology
- SEO and AI visibility for recruitment agencies
- ATS and job poster integration (Bullhorn, Vincere, idibu, and others)
- GDPR and candidate data protection
- Branding for recruitment agencies and executive search firms
Connect
LinkedIn: linkedin.com/in/
Phone: 01223 655278
Darren has also appeared as a guest on the RecTalk podcast, covering his background in recruitment and the founding of RecruiterWEB.
