Search engine optimisation is part of search engine marketing (SEM) and refers to on-going improvements made to a website in respect of relevant search terms (keywords) for generic search engines such as Google or Bing. The aim is to improve the website's long-term ranking.
Search engines evaluate the contents and relevance of websites using algorithms. The criteria used to evaluate a website are known as ranking factors. Web pages are positioned in search engine results based on these criteria - ideally in first place. Factors that have a positive influence on ranking include pages that are optimised for mobile devices, are user-friendly and have good quality content.
Since the majority of applicants now use search engines such as Google for their job searches – and this trend is increasing - appropriate measures need to be taken for search engine optimisation in recruitment. For example, in respect of external job postings and the company's own career website.
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