Originally Posted by MightyRhode
I use a tool called Website Auditor from Link Assistant. It's a great application for auditing .. it generates the information that you want.
Website Auditor is indeed a great tool for auditing a site. It gives you a good perspective on the overall optimization both on the site and on a per-page basis.
On-page factors I look for are link structure, keyword density, important tags (title, h1, strong, em, etc.).
Off-page you should be looking for the backlinks already built for the website. Check them out thoroughly as some may do more harm than good.