Do keyword research at the start of the project. If you're on a tight budget, use the free versions of Keyword Discovery or WordTracker, both of which also have more powerful paid versions.
Google PageSpeed Insights.
Moz Local Listing Score.
Keywordtool.io.
Google Analytics.
Google Webmaster Tools + Bing Webmaster Tools.
Open Site Explorer.
Google Keyword Planner.
Google.com in an Incognito Window.