All Google and Bing products for SEO in 2026

Google Search Console is Google's free dashboard for website owners. It provides the official Google data on a site's organic search performance: number of impressions, clicks, average position, click-through rate, keywords driving traffic. It also allows you to submit a sitemap, request URL indexing, detect crawl errors, check mobile compatibility and report security issues. It is the mandatory basic tool for any site that wants to be tracked in Google. Pulsar integration: 1-click OAuth connection that synchronises queries, clicks, impressions and pages daily into the dashboard.

Google Analytics 4 is the 4th version of Google's analytics tool, launched in October 2020 and made mandatory in July 2023 (replacing Universal Analytics). It measures visitor behaviour on a site or app: number of users, sessions, duration, journeys, conversions, acquisition sources (organic, paid, social, email, direct). GA4 uses an event-based model (vs sessions/pageviews in UA) and includes built-in machine learning for predictions. Pulsar integration: OAuth connection that aggregates users, sessions, conversions, sources and top-viewed pages into the dashboard.

Google Ads is Google's advertising platform. It allows you to deliver ads on Google search results (Search Ads), the Display Network (partner sites), YouTube (Video Ads), Gmail, Discover, and in apps. Dominant model: cost-per-click (CPC) or cost-per-thousand-impressions (CPM) bidding. Google Ads is the most profitable tool in the world for acquiring targeted traffic in B2B and e-commerce, with CPCs ranging from EUR 0.30 to EUR 50+ depending on industry competition. Pulsar integration: tracking all Google Ads KPIs (impressions, clicks, conversions, ROAS, cost) in the dashboard, cross-referenced with other channels.

Google Business Profile (renamed in 2021, formerly Google My Business) is the free business listing that appears in Google Maps and local search results (the "Local Pack"). It contains business name, address, hours, photos, customer reviews, posts, services, products, and allows customers to book, call or get directions in one click. It is the pillar of local SEO: a business without an optimised GBP listing is invisible on geo-located searches. Pulsar integration: tracking of views, searches, clicks, calls, direction requests and reviews directly in the dashboard.

Google Tag Manager is a free tool that lets you manage all tags (tracking scripts, pixels, beacons) on a website from a single interface, without modifying the code. Instead of placing a GA4 tag, a Meta pixel, a Hotjar script and a LinkedIn tag directly in the HTML, you install a single GTM beacon and configure the tags from the panel. Handy for marketers who want to deploy trackers quickly without depending on a developer. It is also essential for tracking custom events (conversions, clicks, scrolls).

Google Keyword Planner is the free keyword research tool integrated into Google Ads. It provides approximate monthly search volume, competition level (low, medium, high), indicative CPC bids and related keyword suggestions. It is the official source of Google volumes, although since 2020 the exact figures have been replaced by ranges for small-budget Ads accounts. Remains the reference tool to validate keyword research hypotheses, often used alongside Ahrefs, SEMrush or SE Ranking.

Google Trends is a free tool that shows the popularity evolution of a query over time, on Google Search, YouTube, Google Shopping or Google Images. You can compare up to 5 terms simultaneously, filter by country, period and category. Useful for detecting seasonal trends, emerging topics, anticipating demand peaks and choosing the angle of editorial content. Data is normalised (0-100) and not absolute, so useful for comparing trends but not for raw volumes.

Google Looker Studio (renamed in October 2022, formerly Google Data Studio) is a free visualisation and reporting tool. It allows you to create custom dashboards by connecting data sources (GA4, GSC, Ads, Sheets, BigQuery, etc.). Very flexible and powerful for technical users, but requires several hours of setup per dashboard and does not natively cover non-Google sources (Meta, LinkedIn) which require paid third-party connectors (Funnel.io, Supermetrics).

Google Search is Google's main search engine, launched in 1998. It indexes about 50 billion web pages and handles roughly 8.5 billion queries per day (2026). Ranking uses over 200 signals (content quality, backlinks, user experience, search intent, etc.) constantly adjusted by updates (quarterly Core Updates, spam updates, helpful content). In 2026, Google still holds about 78% global market share on commercial queries (vs 92% in 2022), eroded by the rise of LLMs.

Google AI Overviews is Google's generative AI answer that displays at the top of certain SERPs, generally rolled out in 2024 (formerly called Search Generative Experience or SGE in beta). It summarises an answer in a few paragraphs drawing on several web sources. SEO impact: on queries where AI Overview triggers, position-1 CTR drops by 32% on average (SISTRIX study, 2026). In June 2026, AI Overview appears on roughly 12.4% of French SERPs, in constant growth. Pulsar integration: automatic detection of SERPs with AI Overview for your tracked keywords.

Google Gemini is Google's LLM (Large Language Model), launched in March 2023 under the name Bard then renamed Gemini in February 2024. It exists in Gemini Nano (mobile), Pro (general) and Ultra (high performance) versions. Accessible via gemini.google.com for free, integrated into Google Workspace, and used by AI Overview in the backend. It is one of the 3 main LLMs alongside ChatGPT (OpenAI) and Claude (Anthropic). Pulsar integration: weekly tracking of your brand's citation rate in Gemini responses for target prompts.

Google Discover is the personalised news feed that appears on the Google app home screen and below the search bar on Chrome mobile. It surfaces content without an explicit search, based on history, interests and location. A major traffic source for media sites and content with a strong visual component (large images, catchy headlines). Can generate massive traffic spikes (100,000+ views per article) if Google decides to push a piece of content.

The Google Knowledge Graph is Google's structured knowledge base, launched in 2012. It powers the "Knowledge Panels" (the information cards on the right of results), direct answers ("How old is X?"), and feeds Gemini and AI Overviews. Built from Wikipedia, Wikidata, and structured sources (Schema.org). For a brand, appearing in the Knowledge Graph requires a compliant Wikipedia page, Organization structured data on the site, and editorial presence on third-party sources.

Google News is Google's news aggregator, launched in 2002. It indexes authorised media sites (via Google News Publisher Center) and presents articles grouped by topic. Important traffic source for media and editorial sites. Indexing in Google News requires an inclusion request + a site with regular journalistic content, identified authors, and a clear editorial structure. From 2025, Google News also integrates AI-generated summaries.

Google Merchant Center is the platform dedicated to e-commerce stores that wish to broadcast their products in Google Shopping and Google Ads product ads. You submit a product feed (CSV or XML) with title, description, price, availability, images. Essential for e-commerce sites that want to appear on the "Shopping" and "Buy" tabs. Since 2024, free listings allow organic exposure without ad budget.

YouTube is the video platform acquired by Google in 2006. With 2.7 billion monthly users (2026), it is the 2nd-largest search engine in the world after Google Search. YouTube SEO: optimised titles, rich descriptions, relevant tags, attractive thumbnails, watch time, engagement rate. YouTube shares its recommendation algorithm with Google. Pulsar integration: tracking of channel KPIs (subscribers, views, engagement) and per-video performance in the dashboard.

Google Maps is Google's mapping service, launched in 2005. It indexes over 200 million physical establishments via Google Business Profile. For local SEO, it is the main interface where customers find and choose a business. Local ranking criteria: relevance (keywords in the GBP listing), distance (user geolocation), prominence (number and quality of reviews, seniority).

PageSpeed Insights is Google's free web performance analysis tool. It assesses page loading speed on mobile and desktop, gives a score of 0 to 100, and lists the optimisations to perform (image compression, CSS/JS minification, lazy loading, etc.). Uses the "Core Web Vitals" as key metrics: LCP (Largest Contentful Paint), FID/INP (Interaction to Next Paint), CLS (Cumulative Layout Shift). These metrics are direct SEO ranking signals since 2021.

Google Lighthouse is the automated audit tool built into Chrome DevTools. It assesses 5 dimensions: Performance, Accessibility, Best Practices, SEO and PWA. More comprehensive than PageSpeed Insights (which only assesses performance), it is used by developers and technical SEOs to identify structural problems on a page. Generates an exportable HTML/JSON report, integrable in CI/CD for continuous monitoring.

Google Search Central (renamed in 2021, formerly Google Webmaster Central) is Google's official documentation portal for SEOs and webmasters. You find the official documentation (guidelines, best practices), Core Update announcements, the Search Central blog, the Search Central Live YouTube videos, and official help. Absolute reference source for everything related to Google SEO: if information contradicts Search Central, Search Central wins.