The Poodle Predictor tool at http://gritechnologies.com/tools/spider.go looks at your webpages like the search engines. It's very useful because, as gene02 pointed out, they don't see alot of the eye candy on a webpage that makes it look pretty. This tool, combined with some basic SEO knowlege will do alot to improve your search rankings.

In terms of SEO knowledge, start with "SEO for DUMMIES".

In terms of SEO software, I've found SEO-Elite to be indespensable. Its a little pricey but worth it.

Like you say, some of these SEO tools are completly full of crap. I provide SEO services and I can honestly say that the most successful method of building links is manual. I had a look at just some of the websites that my site would be submitted through the submission tool and a couple were dog food stores and I saw no signs of links.

Becareful of cheap solutions like these, make sure you do your research and get some referals.

Fraser Pogue