The following Google tools are not “SEO tools” exactly, just tools that I use regularly for SEO purposes
Google Mobile Friendly Test (includes page speed)
Since mobile friendliness is the new standard, make sure your website is all green here. Fix any error and follow every suggestion when SEO’ing your website.
This is for those who are a little more advanced in SEO and want to start adding Schema markup to their webpages.
And my out of the box suggestion, Google Trends.
I always check google trends to see if I’m missing any up and coming phrases or popular variations of my client’s keyword phrases.
Lightly edited July 8, 2017