SEO tools I recommend and personally use as part of my SEO work:
WordPress – The best CMS for most small businesses
Google Analytics – To track your website visitors and where they come from
Google My Business – Set up your business page and start getting reviews
Yoast SEO – SEO plugin for WordPress, set up your sitemap, meta descriptions etc.
Google Search Console – Submit your sitemap and get technical data
Tiny PNG – Compress images to reduce file size
KW Finder – Find and track keywords for your website (10 day free trial)
Social Profiles