Technique Content Popularity Some tools/info to start: https://gtmetrix.com/ (no speed no glory) https://ahrefs.com/blog/seo-silo-structure/ (siloing works good for...

This might help:https://ahrefs.com/blog/hreflang-tags/

Oh like spot the issues? Like content? Or more structure problems with the website?

When I was working at the seo company I just need to focus on the some major issues before audit that was manual research for me to do that and get the some ideas would b...

Do keyword research for that particular location and optimize the content for better results. In this case, local SEO can help you. Optimize your website for local SEO.

They make for a bad user experience – When users click on links and reach dead-end 404 errors, they get frustrated and may never return. They devalue your SEO efforts – B...

Well for google the content mean more than the High DA/DR or PA of a website. If your website has a high matrix but the content is very low quality then google will never...

Are you internally linking correctly? no1 competitor probably has hidden back links.

It is always better to have less but extremely high quality links. The first guy probably has extremely high quality PBN, guest post or niche edit links. He probably also...

If your return policy has damaged customer confidence then this could translate into results. But generally it shouldn't affect your SEO.