Test the chain in order, because each link produces a different symptom and the fixes are unrelated.
1. Is it a data cable? This is the single most common cause and the most infuriating. A large fraction of USB cables sold with devices are charge-only — power and no data lines. The board lights up, so it looks alive, and the computer never sees it. Try a cable you know carries data before anything else.
2. Does the operating system see a device at all? Look in device manager with the board plugged and unplugged. If nothing appears or disappears, it is cable, port or board power. If something appears with a warning marker, it is a driver.
3. Is there a driver for the USB-to-serial chip? Many boards use a third-party bridge chip rather than native USB, and Windows does not always ship a driver. This is what produces the port simply not existing. Install the driver for the specific chip on your board.
4. Does a port appear, and is the right one selected? Ports get renumbered between plugs.
5. Does upload succeed? Only now is it about timing, bootloaders and settings.