Google Search Console is a Free google's tool which is used to improve SEO of websites.
Google Analytics is another free tool used to get info about users visited on the website
Keywords are the foundation of SEO. Keywords are the Phrases that users use to find info on the search engines
This tool is used to find the best keywords for the website and this is the source of keywords ideas.
Optimize the content by using On-Page SEO factors. e.g. Title, Description, URL, and H1 tag.