Several SEO tools which have proven to be very useful

Before any SEO/SEM strategy is formed, I must understand exactly how the client’s website is doing in the search engine results. Oftentimes, the client doesn’t know how or what to do to improve their organic search ranking. Understanding the search algorithms that Google uses is proving to be a very lucrative industry.
Several tools have proven useful as a starting point:
A website which provides analysis based on domains, keywords, destination URLs and ad copies. I use this website as a way of evaluating competitors’ websites and what organic and paid keywords they use. This tool can be used for both local (ie. Canada) and international searches. Users must sign up and pay to get full access to all information, however it provides a good starting point.
 Sn evaluation of a website based on  paid and organic keywords. The tool gives an estimated paid ad budget, as well as the traffic value, clicks per day and examples of ads. This tool is less helpful for countries outside of the U.S. or U.K., and only provides detailed information when the website in question has a higher amount of traffic. Another service provided by SEO Research, which allows users to compare and contrast 2 websites (3 if the user has a paid subscription). This is handy when evaluating the overlap between 2 websites and their ads, organic keywords and budget.
Backlink Check: One of the ways search engines determine the relevancy of a particular website to a keyword/phrase is by the number of relevant websites linking to the client’s. This tool analyses all websites which link to the website in question, and provides clickable links. I like to use this to evaluate who I’ve provided links to, and then see who has reciprocated!
Google Adwords Keyword Tools: the best tool for determining a list of applicable and useful keywords to add to a Google Adwords campaign or use as the basis of an organic campaign. Recommended keywords can be generated from a list of keywords, a website or a category, and then filtered based on location, language and devices. These results can then be exported to Excel and analyzed further. It does take some patience and many of the recommended keywords won’t be as focused and applicable, however it is a quick way to get a large number of prospective phrases and words.