A complete audit covers the technical layer (crawlability, indexing, speed, structured data, duplicates), the content (which queries the site answers and which it misses, thin pages, intent mismatches), and the off-site side (links, mentions, local profile). It ends with a prioritised list of actions, each with its expected effect and effort.
Since 2024 a serious audit also checks the site's readiness for AI answers: are the AI crawlers allowed, is the text served in the HTML, do the pages state facts an assistant can quote. On SeoGeoMap, "SEO audit" is a speciality an expert can declare, and the guide on choosing an agency says what to expect from one.