kursku SEO Fundamentals
Foundational principles for sustainable search visibility. This skill explains how search engines evaluate quality, not tactical shortcuts.
1. E-E-A-T (Quality Evaluation Framework)
E-E-A-T is not a direct ranking factor. It is a framework used by search engines to evaluate content quality, especially for sensitive or high-impact topics.
| Dimension | What It Represents | Common Signals |
|---|---|---|
| Experience | First-hand, real-world involvement | Original examples, lived experience, demonstrations |
| Expertise | Subject-matter competence | Credentials, depth, accuracy |
| Authoritativeness | Recognition by others | Mentions, citations, links |
| Trustworthiness | Reliability and safety | HTTPS, transparency, accuracy |
Pages competing in the same space are often differentiated by trust and experience, not keywords.
2. Core Web Vitals (Page Experience Signals)
Core Web Vitals measure how users experience a page, not whether it deserves to rank.
| Metric | Target | What It Reflects |
|---|---|---|
| LCP | < 2.5s | Loading performance |
| INP | < 200ms | Interactivity |
| CLS | < 0.1 | Visual stability |
Important context:
- CWV rarely override poor content
- They matter most when content quality is comparable
- Failing CWV can hold back otherwise good pages
3. Technical SEO Principles
Technical SEO ensures pages are accessible, understandable, and stable.
Crawl & Index Control
| Element | Purpose |
|---|---|
| XML sitemaps | Help discovery |
| robots.txt | Control crawl access |
| Canonical tags | Consolidate duplicates |
| HTTP status codes | Communicate page state |
| HTTPS | Security and trust |
Performance & Accessibility
| Factor | Why It Matters |
|---|---|
| Page speed | User satisfaction |
| Mobile-friendly design | Mobile-first indexing |
| Clean URLs | Crawl clarity |
| Semantic HTML | Accessibility & understanding |
4. Content SEO Principles
Page-Level Elements
| Element | Principle |
|---|---|
| Title tag | Clear topic + intent |
| Meta description | Click relevance, not ranking |
| H1 | Page’s primary subject |
| Headings | Logical structure |
| Alt text | Accessibility and context |
Content Quality Signals
| Dimension | What Search Engines Look For |
|---|---|
| Depth | Fully answers the query |
| Originality | Adds unique value |
| Accuracy | Factually correct |
| Clarity | Easy to understand |
| Usefulness | Satisfies intent |
5. Structured Data (Schema)
Structured data helps search engines understand meaning, not boost rankings directly.
| Type | Purpose |
|---|---|
| Article | Content classification |
| Organization | Entity identity |
| Person | Author information |
| FAQPage | Q&A clarity |
| Product | Commerce details |
| Review | Ratings context |
| BreadcrumbList | Site structure |
Schema enables eligibility for rich results but does not guarantee them.
6. AI-Assisted Content Principles
Search engines evaluate output quality, not authorship method.
Effective Use
- AI as a drafting or research assistant
- Human review for accuracy and clarity
- Original insights and synthesis
- Clear accountability
Risky Use
- Publishing unedited AI output
- Factual errors or hallucinations
- Thin or duplicated content
- Keyword-driven text with no value
7. Relative Importance of SEO Factors
There is no fixed ranking factor order. However, when competing pages are similar, importance tends to follow this pattern:
| Relative Weight | Factor |
|---|---|
| Highest | Content relevance & quality |
| High | Authority & trust signals |
| Medium | Page experience (CWV, UX) |
| Medium | Mobile optimization |
| Baseline | Technical accessibility |
Technical SEO enables ranking; content quality earns it.
8. Measurement & Evaluation
SEO fundamentals should be validated using multiple signals, not single metrics.
| Area | What to Observe |
|---|---|
| Visibility | Indexed pages, impressions |
| Engagement | Click-through, dwell time |
| Performance | CWV field data |
| Coverage | Indexing status |
| Authority | Mentions and links |
Key Principle: Sustainable SEO is built on useful content, technical clarity, and trust over time. There are no permanent shortcuts.
When to Use
This skill is applicable to execute the workflow or actions described in the overview.