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Design of homepage, blog posts, service pages, overall site branding.

Technical issues like thin pages & indexability that will prevent/limit organic growth. 

The platform that the site is build on.  (Squarespace,wix,wordpress,etc)

Domain age, website’s authority, website’s profile.

The type of site (service-based/local/international/affiliate/publishing/saas/etc).

Organic market potential of market/niche.