Many websites fall down on the job on SEO without even knowing it.
Your site must be easy to navigate not only for visitors but also for the search engines’ bots that crawl the site. These robots must be able to find pages in order to be added to a search engine’s index, which affects ranking.
Security must also be of the utmost importance. Facebook’s data breach that affected almost 50 million users, the hacking of Marriott’s database, and Reddit’s announcement that user data was accessed by hackers are merely a few of the many examples of organizations affected by data security issues this past year.