SEMrush

SEMrush is a great tool for keyword research/tracking, competitor analysis and much more. When it comes to good ‘ole unpaid SEO and SERP ranking, I like to think it puts the “organ” in the word “organic”: if you want a healthy content and marketing body, you’ll want this vital organ and someone who knows what its purpose is.

(and they have free courses/certifications, so it’s extremely user friendly and fun to learn and use.)