It depends on the type of client you have. If your client has a business that is local to a specific geographic area (ex. hvac contractor in San Jose), the changes in Google Places may help him. As long as you set up a places page and still optimize his site like normally, there is a chance that...
You can try wordtracker. But, that will only work if you are willing to pay the set up cost. But, it links to your analytics and it can track your ppc as well as organic project(s). It also does continuous keyword discovery.
I think you need to start out with a better understanding of how seo works. Go to google and do a search for their "seo guide" or go over to seomoz, they have a pretty good seo guide for beginners.
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