We SEOs like our tools. Each one is instrumental in uncovering aspects of a site we might not have thought about or trawl information that would take years to do manually. One of the best tools, however, is often underutilised: Google itself.
Google has the advantage of not only being free but storing exactly which of your site’s URLs (and competitors) are indexed. With a little persuasion, SERPs reveal all of their knowledge to execute tasks such as competitor research, content analysis and technical auditing.