As for the free ones, SEOquake and SEObrowser are good ones.
Among the paid tools I'd recommend WebMeUp which is an online SEO platform. It lets you perform the whole range of SEO activities and educates you as well. I think it's important while you're a newbie - check their SEO guide for example http://webmeup.com/seo-guide/.
One more thing: if you're just starting out, WebMeUp lets you customize a pricing plan. You just select how many keywords/backlinks/competitors you want to track (not much at the beginning I guess) and get the reasonable price.
Moz is not bad but rather expensive for a beginner. They provide great on-page optimization and crawl reports. There's just one thing I don't like about Moz: the rankings are checked just once a week and they check just top 50 results. When I started SEOing my site, I got happy even about the slightest changes in rankings, for example from 'Not in top 200' to #75. I know there are a lot of fluctuations in Top 200 and such improvements can mean nothing but they're still positive and it's better to get a tool which lets you check rankings daily rather than weekly.
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