SEO involves systematic implementation of several best practices, guidelines, and methods, right from the time of creating the website to maintaining it after its launch. Most search engines require that the content present on the website should be informative and original. They should not have been copied from elsewhere.
There are several SEO tools that can help in implementing SEO techniques to help garner visitor traffic. One such is the keyword planner, which enlists the most common search terms, queries related to the topic of your website. These keywords can be incorporated into your content for search engines to index your website under those topics.
The page speed tools check how fast page loads, measure its performance and many other factors. Using this one can improve the design of the website and check for the scope to improve.