The work of growing a site's presence in organic — that is, unpaid — search results. Unlike paid advertising, you don't pay Google for the click. You pay with time, expertise, and sometimes with money to the specialist who supplies that expertise.

The search results page — everything a person sees after typing a query: organic results, ads, maps, images, featured snippets and other blocks.

The process by which a search engine adds a page to its database (the index). Until a page is indexed it physically cannot appear in results, no matter how many keywords it contains.

A search bot working through a site: following links, reading page content and deciding what to do next — index it, skip it or queue it.

Google's crawler. It exists in mobile and desktop versions, and since 2019 Google has used mobile-first indexing — meaning it crawls and evaluates the mobile version of a site first.

How many pages a crawler is willing to fetch on your site in a given period. On small sites this is almost never a problem. From tens of thousands of URLs upward it becomes a real constraint that can keep important pages out of the index for a long time.

How a search engine decides the order of pages for a given query. Hundreds of factors are involved, from content relevance to load speed and domain authority.

What a person actually wants when they type a query. Four types are usually distinguished: informational ("what is ipv6"), navigational ("gmail login"), transactional ("buy nike running shoes") and commercial investigation ("best running shoes"). The same phrase can shift between types depending on context — and a page that doesn't match the intent will not rank, however technically clean it is.

Visitors who arrive from unpaid search results. This is the metric everything in SEO ultimately reports to.

A ready-made answer shown above the organic results, assembled from the content of a single page. Maximum visibility — but it often absorbs the click itself.

The "related questions" block with expandable answers. A good source of topics for subheadings and FAQ sections.

Extra links to internal pages that Google shows beneath a main result. Generated automatically from site structure and internal linking.

The news carousel in search results. Getting in requires freshness, a visible date, clear authorship and a trusted domain.

A query answered directly in the results — by a snippet, knowledge panel or AI summary — so the user never visits a site.

A uniquely identifiable object: a person, company, product or concept. Modern search works with relationships between entities, not only with word matching.

Google's database of entities and the relationships between them. It is what knowledge panels in the results are built from.

A schema.org property that links your entity to its profiles elsewhere — LinkedIn, X, Wikidata, Crunchbase. It helps Google confirm that all of them describe the same subject.

The tag that defines the page title shown in the browser tab and as the clickable headline in search results. One of the strongest on-page relevance signals.

<title>Technical SEO audit — SEROKUZE</title>

A short summary a search engine may (but need not) display under the headline. It barely affects position directly, but it strongly affects CTR — whether people click you or a competitor.

<meta name="description" content="Technical SEO audit for SaaS: crawling, indexing, Core Web Vitals, speed. A hands-on breakdown from a practising specialist.">

Heading tags that set the content hierarchy of a page. H1 is normally used once and states the main topic; H2–H6 are subheadings. For a search engine they map the structure; for a reader they are navigation.