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I'm trying to nail down why a site would be consistently showing a search visibility of 1-2% whilst similar competitors are in 20-30s. There are no site errors reported. Sitemap, robot.txt, meta titles & descriptions, key word presence, alt attributes, load times, canonicals, etc all check out as fine. Backlinks profile is healthier than competitors'. Yet even searching for our main product the result links to an obscure blog page rather than our main site, despite the presence of identical and similar keywords on our homepage, in our title, h1 tags, web address... Site content and design seem subjectively good and at the very least matches better performing competitor site's. Does anyone know of any less visible reason as to why a site would be tanking so badly in search rankings? Have checked using other SEO tools and they all report the same as Moz.

Just wanted to confirm, if we have multiple similar pages, with all of their canonicals pointing towards the prime page, does it impact SEO rankings at all if the non-canonical pages were missing alt text from their images, or shared duplicate or multiple H1 tags? Basic SEO page construction stuff? I know some will hurt user CTR but wanted to make sure that SEO crawlers don't care about them even if indexed.