author(s)
Nektarios Makrydakis

abstract
This research paper presenting a comprehensive review of search engine optimization and synthesis of academic contributions. Focused on theoretical framework and conducting a meta-analysis of SEO ranking factors, the study consolidate existing knowledge and identify patterns that define effective strategies for optimizing website on search engines. Methodology was based on literature review and meta-analysis. This research categorize and create a model of SEO factors, contributing to a deeper understanding of the interconnected nature of SEO elements. The synthesis of academic researches identifies commonalities, disparities and gaps in existing theory. The aim is to gather all SEO factors that have been used to date from research and affect ranking of websites on search engine results pages in a solid new theory framework the 6 O’s SEO mix. Main findings is that SEO factors for website ranking are dozens which belong on categories of on-page, off-page, on-site technical, optimized user experience, online content and organic local SEO factors. Moreover find out that within new 6 O’s SEO mix there are factors that are known and adopted by the majority of researchers, others less known or of lesser or neutral effectiveness. In addition there are not only positive SEO factors but also negatives that rank lower websites on search engine result pages.