Search engine optimization improves a site’s ranking in search engine results for keywords that are important to the company’s business.
Google Search Console is a webmaster’s tool, which tells you which keywords visitors used to find organic search results for your site (the visitor searched on Google), how many impressions you received for each keyword, and what your site’s clickthrough rate was for those keywords.
Content is the critical thing in SEO. You should invest time for choosing the right keywords. When you know the keywords, whereby your customers are looking for products and services, you need to write this equivalent content.
SEO audit includes a fundamental review of the website, which clearly shows e.g. status of SEO, potential technical issues, and opportunity.
It is typical to start technical SEO with editing titles and meta descriptions. Another thing are indexing, XML site map, redirects, broken links, usability, loading time etc.