Website age
Current page rank and traffic rank
Current search engine rankings for the shortlisted keywords
Total number of back links (as seen on Google Webmaster Tools, login required)
Bad neighborhood Check (make sure the site doesnt link to questionable sites.)
Total number of HTML errors as seen on GWT. [Title tags, description, keywords issues]
Check if social media profiles exist, make a note of fans and followers.
Pre-Optimization
