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YES
data is crazy important - not just your own but also your competitors.
(edit: get keyword ideas, volume of searches, competitor pages, content, backlink sources, tracking rankings the whole lot)
ive used the big ones moz, sem rush, ahrefs.
personally ahrefs is the only one ive stuck with for 5+ years, they are adding some really powersul features, their data is the most robust in my experience and its just full of great opportunities.
Now, in terms of is it worth it that you ahve to ask yourself; if youre just getting started, search console (free from google) and a free account on ahrefs which will give you some ideas is a good place to sxtart.
then you take a $7 7 day trial on ahrefs. get as much data as you can do something with it. Now you can decide if its worth spending the full amount.
with ahrefs the lowest pricing plan is not worthwhile IMO - because you dont get to see the top 100positions that a site ranks from in keywords. meaning you can potentially miss out on a fuckton of keyword opportunity. so if its worth it, can you justify $179/month, if you have clients its easy to do so, of if your revenue is enough then also easy. but if youre just starting maybe not - so, you can always take a nother $7 trial on a new email address as much as you need on demand.
anyway thats my 2cents
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