Google Trends - A good tool for understanding seasonal content. It also displays results in a more visual way but presents much simpler results than Keyword Planner. It shows interest in keywords and search queries, but doesn't give you the exact number of searches or your organic position. It is definitely worth having with Keyword Planner, but I wouldn't recommend only using Trends.
Optimization is not strictly for content; it’s important that you optimize your website as well. Your landing pages need to be user-friendly and straight to the point. If you want to secure as many registrations for your event as possible, for example, you need to make sure that your landing page drives users to that end result. This is where your unique selling proposition, a video or slideshow of images, the benefits of attending your meeting, client testimonials, and a solid call to action all come together.
Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.