SEO has grown leaps and bounds from its nascent days in the mid-2000s. One of the great things are the free tools that are available to builders. For instance, a census app is perfect for knowing your local clientele and the questions they answered on the 2010 census. True it is slightly outdated, but it will be better come 2020. Another great one is a spreadsheet app, allowing you document competitors to cross compare data and see the effect down the road.
Read more: Free Local SEO Tools That Belong in Your Kit