August 29th, 2010 by Susie
The search engines can be incredibly generous in terms of search engine optimisation tools. Among all the free SEO tools on the net, the ones provided in Google’s Webmaster section are some of the best. Some site owners seem to think that search engine optimisation begins and ends with the tools that Google provides, but this is not so. For a well-rounded SEO plan, it is vital to move beyond Google Webmaster Tools.
The free SEO tools provided by Google come in very handy, there’s no doubt about it. When you want to see how and when your site is being crawled, and gain some insight into how Google views your site, it is a great idea to go to the source, and even better that the source is so willing to provide you with information. When it comes to completely trusting Google to tell you everything you need to know about your site’s performance, perhaps it’s a better idea to do some cross-checking.
Trusting Google
Google is not completely in favour of search engine optimisation. None of the search engines are. The search engine optimisation industry and the search engines are really in a kind of polite war with each other. Even though the communications are open, and each side is happy to let the other know what is going on, their ultimate goals are in direct conflict. While you want your SEO techniques to get your site to the top, the search engines want your site to go to the top completely organically.
For this reason, the SEO tools the search engines offer are only going to get you so far, and no further. There are large chunks of the SEO industry that refuse to trust the information given out by Google and the other search engines, and there is some evidence to support this attitude. The search engines have been known to hold information back from site owners when it suits them. You can talk to us at SearchEngineOptimisation.co.uk about the other tools you should use to support your campaign.
This is not the only trouble with trusting Google Webmaster Tools. Although the search engine optimization tools there provide great statistics in an easy-to-understand manner, those statistics might not always be accurate or helpful. As Google develops more complex methods of ranking sites, the old methods of measuring a site’s success are becoming less accurate representations of where the site really sits. PageRank has already diminished in importance in today’s search pages due to Google’s ‘query deserves diversity’ function, as well as other elements.
This is not to say that the webmaster help that Google provides isn’t extremely useful. Any site owner who ignores the offer of such great free tools is not acting in their own interests. It is wise, though, to seek out some other SEO tools that you can rely on to help you through your campaign. Only by using a range of tools can you be sure that your analysis is accurate.
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