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He seems a little spammy tbh... and a little out of our price range. He also openly offers black hat services which seems a little bit brazen to me...

I should preface my response by saying i'm no expert! (I'm learning) Although i'll do my best to help.

If your client sells mostly locally, I would optimise for long tail, local keywords first... They'll be easier to optimise for and the traffic will be better qualified.

Have you checked search volumes for the search terms in your local area? If your client is based in Chicago say and wants to sell luxury carpets in the area, you should look up the search volumes for things like 'luxury carpets chicago', 'chicago luxury carpets', 'expensive carpets chicago', 'chicago luxury rugs' etc. (you can do the search volume searches here: https://adwords.google.com/o/KeywordTool .).

Once you know the long tail, local keyword combination that has the best search volume, optimise your page for that, and then do the on page grading. If there are multiple towns/cities in the radius that the business operates in, optimise for them as well on the page, or create a landing page separately for each keyword combination.

Moz DA for me. I use OSE after to check the quality of inbound links to the domain if necessary