The top 3 I believe are AHREFS, SEMRush, and Majestic.
Google Keyword Planner is good as well, since you're getting the numbers straight from the source, but a recent change made it so that you need an account with a decent amount of spend to get accurate numbers, otherwise you just get...
SEO Split testing could refer to a couple of things.
The first could be SERP CTR split testing, which would involve changing the page title and description and tracking the CTR between each variation, finding the specific verbiage that results in the most clicks from your current rank. Though...
There are two possible explanations for why your impressions are going down:
1) You removed content from your website and your no longer being shown for the related keywords
2) You were already ranking low, and some new competitors appeared and finally pushed you off past rank 99
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