A Recruiter’s Guide to SEO in 2019
Did you know that tens of thousands of candidates search Google for jobs every month? And people are 71.3% more likely to click on the organic results than the paid ads. That's why SEO should be part of your marketing strategy in 2019!
Wait, what’s SEO?
SEO (or Search Engine Optimisation) is essentially the act of doing what you can to appear high in the search results for terms you want to rank for. There are two major factors that decide whether you’ll appear high: relevancy and authority.
Relevancy is primarily decided by content that contains keywords relating to the topic. For example, a washing machine repair company will want to be talking about washing machines in their copy so search engines know that’s their niche.
Authority is primarily decided by backlinks. Search engines see a link from one site to another as a seal of approval - you wouldn’t generally link to a site that you don’t trust, after all. Sites like Google and Yahoo only want to be sending their users to websites they think are trustworthy, and this is why link building is such an important element of SEO.
Why should recruitment companies care?
Because you’re reaching people after they search for a related term, it means they’re already interested in what you can provide.
For an idea of the number of searches that are occurring per month, we typed “marketing jobs” into the SEO tool Ahrefs - an invaluable asset for people interested in search data. It produced the following:
This means that every month, in the United Kingdom alone, there are on average 7.6k searches for “marketing jobs”, 4k searches for “digital marketing jobs” and so on.
So, what can you do to start ranking high for in terms of relevance to your industry? You need to create content that draws in relevant backlinks and traffic, and there are three types of content you can do that with.
This content is focused on providing answers for the questions people are asking. This is traditionally nearer to the beginning of the conversion process. Answer The Public is a great free tool where you can enter a keyword - let’s stick with “marketing jobs” - and it will present you with questions that people are often searching for.
With this information, you can write content that answers the questions you know people are asking. They might not be ready to use your company yet, but getting them at this early stage is still valuable.
At this stage, you can assume that candidates are fairly informed on what they’re searching about and are considering taking it a step further. However, they may not be willing to take action yet, so you need to support their intrigue. To do this, you need to provide pages detailing the industries that you cover and how your business works. This means that you wouldn’t be creating article-style content for backlinks, but instead informative service pages that talk about what you can provide the readers you hope to attract.
For example, some pages you might want to consider would be:
- A category page titled “Digital marketing jobs in Manchester”
- A category page titled “Social media marketing roles in Liverpool”
- A category page titled “B2B marketing positions in York”
Once people find these pages, if they’re created correctly, then the searcher will be provided with enough information that they feel comfortable taking the final step.
This is the stage of the process that you really want to capitalise on, because it’s when people are the closest they’ll be to converting. Converting, in this case, is contacting you, signing up or filling out a job application.
Examples of these could be:
- A branded search like: “Connections Recruitment phone number”
- A branded search like: “email address for Innova Search”
- A branded search like: “Advocate Group contact form”
This section is a little easier because all you really need is a contact page that is simple to read and easy to act on. Things like making phone numbers clickable so you can call them straight away, or hyperlinking email addresses so they take the user to straight to a blank email to that address, go a long way.
This is a condensed version of our Ultimate SEO Guide for Recruiters which gives you a more comprehensive look at what your strategy should look like and details of how we boosted Careermap's organic search traffic by over 150%.
Head of Partnerships & Communications at the Add Media Group