ESD PCB Protection tips: https://www.electronics-notes.com/articles/constructional_techniques/electrostatic-discharge/esd-circuit-design-guidelines.php
Remove circuit loops - loops can get unwanted currents arising from induction unwanted current spikes (and hence voltages) can be induced into any loops
Reduce line lengths - this reduces the radiated energy that is received and will result in lower electrostatic discharge to be lower
Avoid running sensitive tracks to the extremity of the board - pickup of static discharges are more likely to happen on extremities of the board
Reduce parasitic inductance around protection circuits - ESD protection usually works better around low inductance