Drive organic traffic to your website - how?

the free tool is search console, and it's enough. three things: pages with lots of impressions and few clicks, rewrite the title and description. queries where you're position 5 to 15, improve that page (answer the question higher, add what the top results have). questions customers actually ask you by email or phone, write a page per question. add a google business profile if you're local, and get listed in the two or three directories that matter in your industry. nothing has changed that makes a paid tool essential for a site that size.