The uraeus depicts a cobra rearing upright with its hood flared, positioned frontally rather than in profile β a posture directly modelled on how a real cobra rises to strike when threatened. In Egyptian royal iconography it is placed centrally on the brow, at the front of the pharaoh's crown or headdress, positioned exactly where the ruler's forehead meets whatever crown they wore, whether the nemes headcloth, the double crown (pschent) or the war crown (khepresh).
This placement is deliberate rather than decorative convention: the cobra is oriented to face outward from the wearer's forehead, perpetually ready to strike at anyone who approached the pharaoh as a threat.