Rank tracking tools like Semrush and Ahrefs can cost £100–£400 per month. For many small businesses and solo operators, that cost is hard to justify in the early stages of SEO. The good news: Google Search Console provides ranking data that covers most tracking needs at zero cost — and a few additional free tools fill the remaining gaps.
What does Google Search Console tell you about your rankings?
Search Console's Performance report is the most accurate and comprehensive free rank tracking tool available. It shows:
- Average position for every query your site has appeared for in the past 16 months
- Clicks and impressions showing which ranking positions actually drive traffic
- CTR by position revealing whether your rankings are earning appropriate clicks
- Position trends over time by comparing date ranges
To use it as a rank tracker: go to Performance → Queries, add a filter for a specific keyword, then compare two date ranges (last 28 days vs previous 28 days) to see if your position has improved, declined, or held steady.
What are the limitations of Search Console for rank tracking?
Search Console shows average position across all search variations, devices, and locations — not a single definitive position. It does not show rankings for keywords you have zero impressions for (queries you do not appear for at all). It also does not show your competitors' rankings. For a competitive intelligence picture and tracking of keywords you are not yet ranking for, a paid tool is genuinely more capable. But for monitoring your existing rankings and tracking progress, Search Console is sufficient for most sites.
How do you manually check a ranking position for free?
To check where you rank for a specific keyword without Search Console data:
- Open a private/incognito browser window — this removes personalisation from results
- Ensure your VPN is off if you want to check your local country results
- Search the keyword and manually count to your result
- Note: results vary by location, device, and search history — manual checks give a single snapshot, not an average
For checking a handful of keywords occasionally, manual checking is fine. For tracking dozens of keywords regularly, it becomes time-consuming.
What free rank tracking tools exist beyond Search Console?
- Google Search Console Insights — available through Search Console, provides a more visual, accessible view of your top queries and content performance trends
- Bing Webmaster Tools — free Bing equivalent of Search Console, provides ranking data for Bing search results. Increasingly relevant as Bing powers ChatGPT Search.
- SERPRobot free tier — provides a limited number of free daily rank checks for specified keywords
- Moz Free Rank Checker — Moz allows a small number of free rank checks per month
- Ubersuggest free tier — Neil Patel's tool provides limited free rank tracking
How do you set up a simple free ranking monitoring system?
- Identify your 10–20 most important target keywords
- In Search Console, create a saved filter for each keyword in the Queries view
- Every month, note the average position for each keyword and record it in a spreadsheet
- Compare month-over-month — improvements signal positive progress, declines signal pages needing attention
- For new keywords you are not yet ranking for, manually check quarterly in incognito mode
This 20-minute monthly routine gives you adequate ranking visibility without any paid tools.
Summary
- Google Search Console tracks average ranking position for every query your site appears for — completely free
- Use the Performance → Queries report with date comparisons to monitor position trends
- For manual spot checks, use an incognito browser window with VPN off
- Bing Webmaster Tools provides equivalent free tracking for Bing/ChatGPT Search
- A simple monthly spreadsheet of your top 20 keywords tracked in Search Console replaces most paid rank tracking needs
Continue reading: What is a backlink audit and how do you do one?