RS-485 communication problems: How much can PCB layout contribute?

I'm interested in how much PCB layout affects the reliability of RS-485 communication in industrial applications.

When troubleshooting intermittent communication issues with a Modbus RTU device, it's easy to focus on baud rate, parity, termination resistors, or software timing. But could the PCB design itself also contribute to problems such as corrupted frames, CRC errors, or communication that works at short distances but becomes unreliable over longer cable runs?

For example, how important are the placement of termination and biasing resistors, routing of the differential A/B signals, grounding, and isolation between the RS-485 transceiver and the controller?

PCB design and manufacturing both play a role in building reliable hardware, which is an area covered by PCBCool as well. I'm interested in learning how engineers approach these design decisions in real industrial projects.

For those who have designed or debugged industrial RS-485 interfaces, which hardware or PCB layout issues would you check first? Are there any design guidelines you consistently follow?

I'd appreciate hearing your experiences and suggestions.
 
1. Lack of a 3rd wire signal ground

2. Common mode voltage problems due to varying ground potentials over a wide geographical dispersion of slave nodes is a persistent RS-485 problem which could be helped by isolating the drivers, but that's actually quite rare.
 
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