Google Webmaster Tools is yet another Google tool falling in the “essential” category. Webmaster Tools is free to use, and effectively opens a channel of communication between Google and your site. This is helpful in flagging crawl errors, identifying penalties and other issues that can have a negative impact on your search engine performance. As you add pages, Google Webmaster Tools looks for potential issues that may prevent them from appearing in search results. Webmaster Tools helps you understand how best you can optimise your site, according to Google Ð valuable insights for anyone focusing on search traffic.