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Few Points I wish to add to the above replies. 1. Target long tail keywords to rank faster in SERP 2. Use keywords in H1 Tag. 3. Use hypen ('-') in-between words in the url (something like, http://yourdomain.com/best-search-engine-optimization-techniques) 4. At least include one relevant image in every page and use …
These are the free tools I'm using everyday. 1. [Google keword planner](https://adwords.google.com/KeywordPlanner) (to discover potential keywords. It has a limitation that you cannot find search engine competition for that keyword 2. [Traffic Travis](http://www.traffictravis.com) (desktop version) to find the competition for the keywords. Both combined will do the trick
The End.