Helping search engines understand and rank your pages through clean, meaningful markup.
Search engines read your HTML to work out what a page is about, so the fundamentals live in the markup: a unique and descriptive <title>, a meta description that often becomes the snippet in results, a logical heading hierarchy with a single clear h1, semantic elements, descriptive link text and meaningful alt text on images. A canonical link tag tells crawlers which URL is the preferred version when similar content appears at several addresses.
Beyond basics, structured data (commonly JSON-LD using schema.org vocabulary) enables rich results, and Open Graph and Twitter Card meta tags control how links look when shared. A well-known gotcha is that content rendered only by client-side JavaScript can be harder for crawlers to index, which is why server-side rendering or pre-rendering is often used for SEO-critical pages. The meta keywords tag, by contrast, is ignored by major search engines today.
What you'll walk away knowing