If you are an experienced SEO executive or manager, you should be able to answer this question easily! You can discuss the obvious faults, such as utilising the wrong keywords (which can happen in a variety of ways), failing to keep up with Google’s updates, failing to optimise for mobile, disregarding analytics, and so on, but you can also highlight those that are unique to your experience.
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Not optimizing for mobile is a common issue. I’ve seen cases where websites are built using Bootstrap (which is responsive by default) but then strip out all the mobile CSS, effectively making the site desktop-only. Businesses often think “mobile isn’t important for us” until they face the consequences.
Another issue is having thousands of duplicate pages in Magento due to a simple checkbox not being checked, or similar problems in WordPress, like improper use of canonicals and indexing issues with index.php.
Also, no robots.txt or sitemaps can create problems. In my current job, the site isn’t responsive because the company didn’t want to invest in it. Now, they’re completely rewriting the site after blocking all CSS and JS in robots.txt. Once I removed the block, site traffic tripled because Google could then index the content-heavy product pages.
A beginner’s query SEO: When you state that every product page has a lot of JavaScript, what does that mean? In what way should my website use JavaScript?