Before you select the best SEO tool for yourself, you'll have to evaluate your SEO needs. If you're just starting out, it may be better to opt for a tool that's simple and easy to get started with and has beginner-friendly tutorials. But if you're a seasoned digital marketer, then an advanced tool will serve you better.
You'll want to consider the size of your business. New website owners will have different needs from small and midsized businesses and large businesses. If you have many people collaborating with the SEO tools, then a tool with solid collaboration options will be ideal.
Look out for the user interface and dashboard as well. If the data's not presented in an easy-to-consume way, then you may miss out on key insights and lose time.
Lastly, you need to consider your budget and pick a tool accordingly.