When possible, work with a SEO company to generate an audit. You can do the work yourself after they provide a roadmap, but get an audit on things first. If they don’t perform an advanced audit of just where you are and where you are in relationship to your competition, you need to find a new SEO company, and that’s where Big Red SEO comes in.
https://www.bigredseo.com/advanced-seo-audits-whats-involved/