Make sure search engines can read the site
The foundation is crawlability and indexing. Search engines must be able to reach your pages, your robots file must not block important content, and your sitemap should list the pages you want found. A page that cannot be crawled or indexed cannot rank or be cited, no matter how good it is.
It is worth confirming this directly in Search Console and Bing Webmaster Tools rather than assuming. Indexing problems are common and quietly cap everything else.
- Allow crawling of key pages
- Keep a current sitemap
- Confirm indexing in the consoles
