11 March 2019

Link Your Google Tools For Websites

Table of Contents

Google Tools Unification: Peak District SEO

Peak District SEO helps businesses to unify their Google tools.  This blog will highlight some of the most useful tools and why you should use them all together under one login to maximise their potential.

Google provides a huge raft of free software, that can be useful for business. The ones I’ll mention today are:

  • Gmail
  • Google Docs /Drive
  • Google Analytics
  • Google Tag Manager
  • Search Console (formerly Webmaster Tools)
  • Google My Business ( formerly part of maps, and Google+)
  • Google Ads (formerly Adwords)

It’s important to get these tools working together as seamlessly as possible


Gmail LogoIf you need an email with a smart filtering system? Gmail by Google is a free web-based email.

why use webmail, well my question is why would you fill up hour hard drive with a mail app, and worse, risk losing all your email when the app breaks or your computer dies?

Gmail has many useful features, such as the ability to filter messages using labels and filters which enable messages to skip the inbox or drop into specific folders for easy archiving.

Additionally, you can import other POP email addresses into Gmail, making it easy to manage your ‘work email from your mobile phone, or home computer.

You can also easily send email from your branded email addresses through the Gmail interface. Which is really handy.

The great thing here is that your email is all in the cloud, not on your laptop, clogging it up and making it go slow.

How many times have you lost all your past emails because your laptop broke or your email software broke? That will never happen with Gmail.

Why use Gmail though? There are other email packages.

The use of your Gmail email address just makes things simple.  Having to log in and out of multiple different accounts can be time-consuming and confusing, worse, it can lead to mistakes.

Try to use ONE Gmail account associated with all of the above tools.

Something like ‘, this Gmail account can be used as the universal sign-in for all the tools,  making life so much simpler, especially when you need to connect one app to another.

No matter which application you need to check, ad spend or which keywords brought visitors to your website, you can use the same account to access them all.

*If you have a large business with the need for multiple Gmail accounts, we advise you look at Gsuite

It’s not rocket science
There are many reasons why a company might have many logins for their Google apps.  We see huge amounts of businesses with their analytics, Google Ads, email and Google My Business etc all under different logins and to be frank, It’s a nightmare to manage.

Google Drive

Google Drive

Google Drive or Docs as it was formerly known, is a great set of free to use applications.  It’s like your standard office software, but FREE!

Google gives you 15 gigabytes of storage for free to use on files such as documents and Sheets. If you need more you can buy it for a small monthly fee.  You can share documents via email or by granting collaborative access to other members of your team.

I’ve lost count of the number of times people say to me  “I’ll send the files..have you got Word”, or “Have you got Excel?

The answer is no, I don’t have either, I don’t need them

Microsoft Office apps obviously have their merits, but the vast majority of their functions can be carried out by other FREE applications.

Google Docs and Google Sheets are, in my opinion, every bit as good as the Microsoft counterparts.

Granted, there are differences, but there are also hundreds of tutorials online showing you how to effectively use the apps.

Why Unify Your Google Apps?
Most days I export CSV files from Google Ads or Analytics right into a Google Sheet. Then export the results out as a PDF and email it using Gmail.

Of course all that’s made much easier if you’re using a unified login.

Google Analytics

Google AnalyticsGoogle Analytics is, in my opinion, the most powerful free tool that you can use to monitor your website performance.

Analytics lets you collect data about your audience such as:

  • Demographics – Learn more about your audience, including their location and language and whether they had visited your site before.
  • Devices Used – Find out what browsers, operating systems, and networks your visitors are using to view your website.
  • Mobile devices – Want to gauge the effectiveness of your website for mobile users? GA gives you the opportunity to see what devices they use and whether they leave quickly, engage, enquire or buy from you via a mobile device?
  • Traffic Sources – Analyse what websites, keywords, search engines, and other referrers send traffic to your website.
  • Social Media Traffic – See what social networks send you traffic. The reports will help you to increase engagement across all your platforms.
  • Top pages – Learn which pages are your top entry and exit pages. This will help you tailor your content towards what your audience is looking for.
  • Conversion Tracking – Set up goals in Google Analytics to find out which visitors complete conversions such as purchasing a product or signing up for a mailing list.

Why Unify?
Google Analytics integrates well with Adwords, Search Console and Tag manager as well as a few others. It really is the necessary Google app.

Google Tag Manager

Google Tag ManagerGoogle Tag Manager is one of those applications that you never even knew you needed until you use it.

I blame Google for this because they have never really adequately engaged with the general business community to demonstrate this app or how easy it is to set up and use.

It seems complicated at first, but really it isn’t. I think it would benefit from in-app,  step by step prompts to help novice users get the best from it but, truly, it opens up a world of possibilities for tracking data.

I use it to track website visitors, phone call clicks, email clicks, form submissions, file downloads and more. I’d urge any company who sells online, particularly ecommerce businesses to find out more about GTM.

Why Unify?
Tag manager gives you extra options with your analytics data allowing business owners to track website interactions without the need to be a coder.

Search Console (Formerly Webmaster Tools)

Search ConsoleGoogle Search Console is another app that many website owners have never heard of. It used to be called ‘Webmaster tools’.

Google Search Console helps you, monitor, maintain, and troubleshoot your site’s presence in Google Search results.  This app helps you understand and improve how Google sees your website.  It’s not the same as analytics, but there is some crossover.

Search Console offers tools and reports on:

  • Provides crawl information
  • Informs you of indexing problems and lets you request re-indexing of new or updated content.
  • Search traffic data for your site, showing which search queries show your site and when searchers click through to your site for those queries.
  • Shows you a selection of sites that link to your website..which can be useful, but not comprehensive.
  • Troubleshoot issues for mobile usability, and other Search features.

Why Unify?
Verify your link to the business through Analytics or Tag manager, and send date from GSC directly to analytics too.

Google My Business

Google My BusinessGoogle My Business is a free tool that lets you manage how your business appears on Google Search and Maps. GMB allows you to add and update information about your business.

This information shows on the right-hand side of the SERPS and also in the local pack


GMB allows you to:

– Place a map marker and address
– Gather reviews your business may have had.
– Show photographs and video of your premises
– List your opening hours
– List your social media accounts
– make mini posts highlighting blogs, products and events that appear on the search results

Google My Business  - Local Pack
Local Pack example

Why Unify?
Having quick easy access to your GMB helps you keep on top of the first impression people get when they type the name of your business into Google.

Google Ads

Google AdsGoogle Ads (formerly Adwords) are a great way to raise visibility for your website or event quickly.

If you’re not getting enough traction with organic search traffic, adding paid search campaigns using Google Ad can help. Bear in mind the benefits can be temporary because when the budget runs out, so does the traffic.

Create campaigns, segment them into groups and test multiple ad versions.

target ads using the right keywords and you could gain a considerable amount of qualified traffic. that said, if you build the campaigns wrong, you will waste a lot of money.

Reasons to unify AdWords. You can connect your Google Ads to Google Analytics, and Google Tag Manager. You can import conversion settings from Analytics, into Adwords and vice versa, for clearer data sharing.

Need Help Unifying your Google Tools?

If you need help to unify your Google tools Get in touch today. We can assist you to really make the most of your Google marketing tools. 

What can Peak District SEO do for your business?

Find out how our SEO services could improve your business. Simply complete the form below and we will arrange a time for a call. We think friendly chats are better than long, confusing and technical emails.

Find out more about our website audits here.