Auditing websites to discover errors and warnings that could be holding the site back. Fixing the most obvious parts identified in the audit. Looking at the current keyword profile of the site, looking for pages that are nearing page 1 of results with promising volume, click through rate and searcher intent. Competitor benchmarking for specific industries and keywords. Auditing of backlink profile, looking for potential backlinks and setting up a backlink strategy for the most promising site. Looking at industry and keyword trends for content generation.