I do my own SEO but I mostly use free SEO tools, even when I am using an SEO company like Semrush, I use the free service. That's because as a small website owner, I do not have a lot of money to pay for SEO tools. SInce I have no access to premium tools, I do not have in-depth data on my competitors and search algorithm, therefore, my SEO strategies do not deliver the desired result.