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I will suggest you to manually analyze the website and to use tool too to know what all things need to be changed.
Manually you need to check:-
Content Optimization, Keyword Density, Proper Title Tag, Use of H1 tag, Interlinking, Proper Meta Tags
Analytic code is placed properly or not, Using Webmaster tool, Use of Robots.txt and sitemap file,
Using Schema files.
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