Yes, completely free with no usage limits, no sign-up, and no credit card. The tool runs entirely in your browser — your data is fetched directly from Google's APIs and never touches any server. It was built by HB Freelance as a resource for the SEO community. There is no paid tier, no premium upsell, and no advertising.

Your data never leaves your browser. The tool uses Google's OAuth to authenticate directly with the Search Console and Analytics APIs — the data is fetched, processed, and displayed entirely on your device. No data is sent to any server, no cookies are set for tracking, and nothing is stored after you close the tab. You can verify this by checking the Network tab in your browser's developer tools — the only API calls go to googleapis.com.

The site-level KPIs (Impressions, Clicks, CTR, Average Position) use undimensioned API data and should match GSC closely. However, the brand vs non-brand breakdown will show lower totals because Google anonymises a portion of low-volume queries for privacy — these appear in the site-wide total but are excluded from query-level data. This is a Google API limitation, not a bug. Additionally, GSC data is logged in Pacific Time and can lag by 2–3 days, so the most recent dates may have incomplete data.

Brand queries are searches that include your brand name (e.g. "nike running shoes"), while non-brand queries don't (e.g. "best running shoes"). The split between these two tells you how dependent your organic traffic is on brand awareness vs discovery through SEO. A site with 80% branded traffic is highly dependent on existing brand recognition — if brand awareness drops, organic traffic drops with it. A healthy site typically has 40–60%+ non-brand traffic, indicating strong SEO-driven discovery. The tool uses regex patterns to classify queries, with optional fuzzy matching to catch common misspellings of your brand name.

The Optimise Hub contains five dedicated SEO workflows: Striking Distance Keywords finds non-brand queries ranking in positions 4–20 with high impressions — these are your quickest wins. Keyword Cannibalization detects when multiple pages compete for the same query and shows a URL overlap matrix. CTR Benchmarks compares your actual click-through rates against industry averages by position. Emerging & Decaying Topics identifies queries gaining or losing momentum. Priority Actions scores and ranks all findings by potential traffic impact so you know where to focus first.

No — GA4 is completely optional. The tool works fully with just Google Search Console. However, connecting GA4 adds an Analytics tab with sessions, engagement rate, conversions, and revenue data filtered to organic traffic. It also enables the blended landing page table that joins GSC search metrics (clicks, impressions, position) with GA4 conversion data (sessions, engagement, revenue) for each URL. GA4 uses a separate authentication step and can use a different Google account from your GSC sign-in.

This tool focuses specifically on analysing your own first-party search data from Google Search Console and GA4 — it doesn't crawl other websites, track competitors, or estimate third-party metrics. Paid SEO platforms are excellent for competitive research, backlink analysis, and keyword difficulty scores. Organic Trends complements those by providing the brand/non-brand intelligence, cannibalization detection, CTR benchmarking, and GSC+GA4 blending that most platforms don't offer — and it's free with no usage limits.

Yes. After signing in, the property dropdown shows all Search Console properties your Google account has access to. You can switch between them freely. Use the "Saved Configs" feature to save brand term presets for each website — this stores your property URL, brand terms, and threshold settings in your browser's local storage so you can quickly switch between client or site configurations without re-typing anything.

Keyword cannibalization happens when multiple pages on your site compete for the same search query, splitting clicks and confusing Google about which page to rank. The tool detects this by fetching page-level data for your top non-brand queries and identifying cases where more than one URL receives impressions for the same keyword. It shows a query-to-page overlap matrix with each URL's position and click share, so you can see exactly which pages are competing and decide whether to consolidate, differentiate, or canonical redirect.

It depends on the size of your site. Small sites (under 10K queries) typically complete in 15–30 seconds. Large ecommerce sites with hundreds of thousands of queries may take 2–5 minutes as the tool paginates through the Search Console API. A progress bar shows the fetch status in real time. The tool fetches 16 months of monthly query data concurrently (3 months at a time) to minimise wait time while respecting Google's API rate limits.