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You should sign up for Google Analytics and Google Search Console to start. Those are free and it gives you data you can analyze about your website. 2 Free tools you could check out are Ubersuggest by Neil patel (even though he gets a bad rep) and SEOBook.com ‘s free keyword research tool (only US national data). If you have iPhone, SEOEdge is a keyword tracker for websites (It’s $12/year).