- GA4/Analytics - this is a tool I use to analyse user behaviour and how users are navigating around a site. Which pages are they landing on and clicking through to before they convert, for example (behaviour flow). Can be installed via adding tracking code to a site.
- Screaming Frog (up to 500 URLs) - this is used for website crawling and is developing to become more comprehensive all of the time. Get an overview of your site's data and structure.
- Google Search Console - as an SEO, I use this tool more than any other. It provides raw search data, revealing how well pages are performing organically and for which search queries. It's a goldmine, even if the data is limited.
- Answer the public
- Google Trends
- Google's Keyword Planner
- Ahrefs (if you have Search Console access)
- Elements of SEMrush
- Elements of Moz
- Ubersuggest
These are subject to change and some may no longer offer free trials