Everything the site needs, in the order it should be done: technical, content, links, competitors. Not a list of fifty items without priority, but a roadmap where every item says why now.
Full technical audit — crawling, internal linking, broken links, index coverage. Every blocker becomes a ticket a developer can pull into a sprint.
Keyword research and cluster map — Ahrefs, Semrush. One cluster to one URL, with intent and distance to revenue.
Competitor analysis — 5 to 7 real SERP rivals per cluster: content gap, link gap, share of voice.
Internal linking and page weight — internal PageRank, orphan pages, click depth against the three-click rule.
External analysis — donors, anchors, disavow, and brand mentions of three kinds: linked, unlinked, implied.
Content plan for 12 months — a brief per new page, plus the pages one push away from page one.
Link-building plan — anchor distribution, target publications, realistic placement velocity per month.
Prioritised roadmap — what to fix this month, this quarter, and what we deliberately skip.
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