When performing any kind of website audit, you'll want to evaluate some of the critical page factors that search engine spiders tend to view as more important than other areas of your site.
These critical factors are:
- Page titles
- Headers (anything in an H tag)
- Image alt tags
- Meta tags
- Meta description
You want to be sure that all of these page factors are optimized around your group of target keyword phrases. Pay particular attention to your title tags, which is arguably the most important area of your website for SEO.
Be careful that you don't over optimize or stuff these areas with keywords. This tactic will result in search engine penalties, and your site won't place well.