Content, good technical SEO and the odd backlink.... If you're smashing out wordpress blog posts also remember that page rank sculpting is beneficial (a lot of content otherwise gets pushed down)
I use:
-searchmetrics
-SEMRush
-AHREFs
Basically AHREFs and SEMRush are probably the best tools with the largest index. If you're broke and want to see what a competitor is optimised for and the site is pretty small, just run a screaming frog crawl pull out their H1s and titles. Then split out...
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