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What is SEO?

What is search engine optimisation (SEO) and why is it important to Quilter?

SEO is the process of optimising the content on our websites to ensure that when people search for Quilter 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 customers and advisers call them.

What is a page title?

The page title is used to tell search engines exactly what that page on your website is about. This is the clickable headline that is displayed in search results, and needs to concisely and accurately summarise the content found on the page.

Page titles are arguably the most important on-page ranking factor, as search engines use them to establish what information the website contains; they can directly influence your website’s ranking in search results.

What is metadata?

Websites 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.

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.

Search engine results page example

What is technical SEO?

Technical SEO refers to the process of optimising websites for the crawling and indexing phase. With technical SEO, you can help search engines access, crawl, interpret and index your website without any problems.

Technical SEO actually has nothing to do with the content on our websites. It is, in fact, the heart of optimising the infrastructure of the sites.