The order to do it in
Add your domain. Free to correct until your first paid scan, so do not worry about getting it perfect immediately.
Choose your questions. Write questions from your business, then add anything specific your customers actually ask.
Add your location. If you serve a city or region, say so. Local questions get city variants and unlock the local technical checks.
Name two or three competitors. This is what turns “you were not mentioned” into “they were mentioned instead, and here is why”.
Check the estimate, then run the scan. You will see exactly what it costs before anything is spent.
Work the Fix Pack top down. It is ordered by how much each fix moves your score against how long it takes. The first item is usually a two-minute change.
Run your included verification re-scan once the fixes are live, and see what moved.