I recently tried Searchmetrics for SEO tracking and keyword analysis.

At around £60 per month their paid for accounts are not for small businesses or single websites but aimed more at SEO companies and larger businesses who need to track multiple sites, including competitors.

However for us smaller businesses and sole traders there is a free option that allows an in depth analysis of a single domain.

According to Searchmetrics: you can look up the SEO Visibility and Social Visibility of one domain at a time plus limited views of KPIs such as organic, paid and universal keyword results and competitors.

What I found handy was to have these all in one place, rather than using different tools from around the web

The free account is probably all a sole trader really needs to start off: Searchmetrics Essentials – try for free!