Use to determine current state of site activity and usage.

Use to determine how site is ranking and competitors using the same or similar keywords.

Use to see how competitors are ranking and what tactics they are using.

https://analytics.moz.com/pro/keyword-explorer/

Use to see what sites are linking to your site and how valuable those links are.

https://ahrefs.com/backlink-checker | https://www.openlinkprofiler.org/

Use to determine needs for claiming  or modifying key business properties such as Google My Business and other social properties.

Use to determine key features and updates that can be made to improve the website. This addresses usability, page structure and content needs.

Use to determine needs for upgrades or maintenance to any software or server.