It really depends on what you need from your tools. There are loads of great SEO tools out there from Majestic SEO to Ahrefs, Screaming Frog, Moz and more. Some of these tools offer free reports and tracking, and that might be all you need. It you’re after more detailed data, analysis and guidance then a paid tool is generally better. Searching for keywords and competitor analysis is often a paid feature. What do you want? Start there and go shopping. We love these SEO tools.