One of the inescapable realities of the digital marketing industry is that SEO tools are expensive. The annual five-figure investment is a necessary expense for agencies, but most small businesses will not be able to justify the on-going cost. The good news is that even professional search engine optimization vendors use a number of free-to-use SEO tools in their daily work.
It may sound weird coming from a company whose flagship service is SEO, but search engine optimization is not the magic key to success in business. In some instances, the organic channel may not even the best digital channel for brands to focus on. A sound integrated marketing campaign will have a greater impact on organic search growth than what companies would achieve from following any SEO guide.