Google Tag Manager and SEO

A website that loads faster and is easier to maintain? One way to achieve that is with Google Tag Manager. What is Google Tag Manager and how exactly do you use it? We explain it to you on this page.

What is Google Tag Manager?

Google Tag Manager is a management system for adding code to a website. Adding codes to all pages of a website and then managing them is possible for anyone through Google Tag Manager.(1)

Google Tag Manager is often used to put tags from Google Analytics into the website, for example. The advantage of this is that you do not have to be able to program and at the same time you can easily manage many tags.

Using Google Tag Manager

The Google Tag Manager is one of Google’s tools to make using and maintaining a website easier. You install this tool in the HTML of a website, after which it is possible to add and manage code. This may sound complicated, but it is easy to use even for website owners without programming knowledge.

The benefits of Google Tag Manager are great: for example, it is easy to add codes to improve your website. Adding Google Analytics and other tags is also possible with Tag Manager. This makes your website load a lot faster because there are no more loose tags.

The impact of Google Tag Manager on SEO

Google Tag Manager potentially impacts the SEO of a website or page. It allows you to add certain codes that improve the functioning of your website. This makes it easier for users to make use of your website and in addition, it is also possible to gain better insight into certain processes yourself, allowing you to make improvements related to SEO.

Reading on about Google Analytics and SEO?

Reading on about Google Analytics and SEO? From my experience, I am happy to tell you more about it. See the links below for all my articles on this subject.

The influence of Google Tag Manager on SEO

I use Google Tag Manager (GTM) as part of the SEO strategy. GTM allows me to manage different types of tags on my website without having to change the code. This makes it easier to add tracking codes for Google Analytics or other tools, for example. It allows me to better measure and optimize the performance of my website.

Google Tag Manager by itself will not affect SEO. It’s mostly about what you do with the tool that can affect SEO. Consider improving website measurability. Data around keywords where the selection of these keywords can become optimal is mega interesting for example.

My advice

I recommend checking out what Google Tag Manager might mean for your website. And if you don’t have time for this yourself or prefer to outsource it to a professional, it is always possible to hire them. With this, you will achieve the best results without having to be busy with this yourself. This certainly offers advantages!


  1. About Google Tag Manager | Google for Developers. (s.d.). Google For Developers.
Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 75 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 3 April 2024. The last update of this article was on 17 May 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.