What do you check first when you take over a client?

Always find something the last lot left behind. Last one I picked up had a phone number on half their listings that stopped working in 2023, nobody had noticed because the main ones were fine.

I go straight for the stuff thats out of their control now, old accounts, logins nobody has, anything set up on an email address that doesnt exist anymore.

Whats your first check?
as far as I can remember, the strange stuff usually turns up in things like old record nd forgotten account.
 
GA4 and conversion tracking are the most common issues in my experience.
 
usually compare the current results with what was done in the last campaign first.then i check for content gaps lost rankings backlink changes and any easy opportunities that may have missed
 
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