On page: what is on your actual website, like the keywords you use in your content, how you describe your images, speed of website, etc.
Off page: like backlinks, where you have other sites linking back to your webpage to improve your pages trust/authority so that google can promote it even higher.
Of course there are tools out there or you can build your own. But, Google is not stupid, so whatever you use, it better be carefully implemented and tested so that your site doesn't get delisted from Google. That's gonna be like a death setence..
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