Essential Google search operators for SEO
| Operator | What it does | Example |
|---|---|---|
site: | Limits results to one domain or subfolder | site:example.com/blog |
-site: | Excludes a domain | "brand name" -site:brand.com |
intitle: | Word must appear in the title | intitle:"write for us" |
inurl: | Word must appear in the URL | inurl:resources plumbing |
filetype: | Finds a specific file type | filetype:pdf "seo checklist" |
"quotes" | Exact phrase match | "technical SEO audit" |
Practical uses
- Link building: find resource pages, guest post opportunities and unlinked brand mentions.
- Technical checks: spot indexed staging subdomains, parameter URLs or old PDFs that should not be in the index.
- Content research: see how much a competitor has published on a topic, or find forum threads that reveal real customer questions.
- Competitor analysis: list a rival’s landing pages for a service or location.
site: counts are rough estimates, not an index report. Use Search Console’s Pages report for an accurate picture of what Google has indexed on your own site.