One of the essential tools to making yourself stand out from the crowd and getting those all-important applications in is SEO, or Search Engine Optimisation. At its heart, SEO is the practice of improving your website to make it more visible on search engines. Google rank their searches based on a number of criteria such as how many ‘trustworthy’ links are in your website, having the right keywords in your content, and whether it’s been recirculated on social media.
Given that Google gets over 3.5 billion searches a day it’s something you need to be on top of.
Putting Search Engine Optimisation at the heart of your recruitment marketing strategy therefore means that everything you do will be centered around making your website as visible as possible, which is the ultimate aim of any resourcing team.
If you want to make the most of your careers website’s SEO potential then there are some basics you need to get right first. There are two sides to any SEO strategy, and first comes the onsite factors. These are changes you can make to your website every month such as content, site structure and HTML. Page titles, descriptions and meta data are all basic things you can test to see what works best. Secondly, there are offsite factors. These are external to your website and relate to the trustworthiness and reputation of your organization, social media signals, and the links back to your website.
You can find out more about all these factors on Search Engine Land who have put together a handy Periodic Table of factors to consider.
Content marketing is a vital part of your SEO, as well as a valuable resource for job seekers. The content that you write can include everything from company culture to jobseeker advice, but it should also be relevant to the sector that you’re working within, and be updated regularly to increase your chances of being seen on Google. It should also include a smattering of keywords that are relevant to phrases you want to rank for, as well as links to trustworthy external and internal pages.
The best thing you can do, though, is make it engaging; especially as one way you’re guaranteed to increase your SEO and traffic is if other people are reading and sharing your work.
Your careers website
Given that a large part of a site’s visibility on Google is based upon how many key words are present on a site, and on the interlinking of content, it is easy to write content tailored to address and increase the visibility of your job posting, or website, which also has the side-effect of strengthening your brand and your brand visibility. Many job aggregators like Indeed will also often automatically pull information from a careers website if it is configured in an SEO-friendly way, and compile them into ‘organic listings’, further increasing the traffic that you will receive online, and your application rate.
SEO is essential for any careers website. The gains you make through using it, though slow to start with, will last for years into future, generating more traffic for years to come. In short, when looking to build a market-leading careers website, it all starts with SEO