What is search engine optimisation (SEO) and why is it important to Hays?
SEO is the process of optimising the content on our websites to ensure that when people search for Hays and our services online, they can find us. This content then helps increase the number of visitors to our websites by improving our ranking in search engine results.
Its important to invest time and money SEO because 93% of online experiences begin with a search engine and 75% of people will not go past page one of a search results page.
If we can succeed at optimising our web page content, which helps inform search engines that we have a dedicated product, service or page for every user search, with conversion potential that matches the user search phrase, then we stand a great chance at ranking highly in search engine result pages (SERPs).
What are keywords?
Keywords are relevant words or phrases that define what our website content is about. They form part of a web page’s metadata and help search engines match a page to with an appropriate search query. All of our keywords need to be relevant, informative content. Essentially, we need to call things the same as our candidates and clients call them.
What is metadata?
Website metadata consists of a page title and meta description for every page. These provide search engines like Google with important information about the content and purpose of each individual page on our websites and help them determine whether our website is relevant enough to display in search results. Meta-data' is data that describes other data. In the context of websites, the 'other data' being described is the webpage content, the meta-data is: the topic of the content, the industry it relates to, who the intended audience is, a description of what you would find on the page, what thumbnail image to use next to hyperlinks to this page when the URL is pasted on social media etc...
The meta description is a snippet of up to about 155 -160 characters which summarises a page’s content. Search engines show the meta description in search results, mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO.
What is technical SEO?
Technical SEO refers to the process of optimising websites for the search engines crawling and indexing phase. With technical SEO, you can help search engines access, crawl, interpret and index your website without any problems.
Technical SEO has nothing to do with the content on our websites. It is, in fact, the heart of optimising the infrastructure of the sites.
