You don’t need to pay to make a difference in SEO. You can maintain SEO and be highlighted on the search pages just by following the steps above by yourself. However, sometimes you need some tools to build up your page to proper for SEO such as sitemaps, building links, anchor texts, or defining the keywords of your content. You can get the benefit of free tools online or free application tools. Also, Google is providing services for several categories that aid SEO. If you want to take your website or content to another level feel free to use paid tools or applications.