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Hi, To answer your query, I myself use:

Quick check of competitors with the SEObook toolbar for Firefox. That’s a free download from SEObook.

A comprehensive DiY SEO program called Upcity (Upcity.com) that’s $39 p/m US for small business. I have had rankings improvement from following their process step-by-painful-step. You can have a VA do it for you if you are time poor. There is no way you could remember all of the aspects that they cover, however in Australia I substitute some of their directories with ours (truelocal not yelp).

Also, don’t forget to set yourself apart on an aspect that is not price based, e.g. service turnaround time, reliability, support, in-depth knowledge or qualifications, and local testimonies. Please PM me for more help.
– Jennifer