This document outlines the key elements of an SEO audit for discovery and planning purposes. It discusses gathering information about the client and property background, including prior SEO efforts and technical changes. It also involves touring the site to understand content areas. For site redesigns or migrations, the audit should determine the launch timeline, acquire wireframes, and plan for QA. When diagnosing traffic drops or penalties, the audit checks historical data and investigates prior link building and SEO efforts. The overall goals are to be clear on the audit purpose and gather relevant background details and timelines.