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This guide applying SEO technique to a typical recruitment website and is a high-level overview of many of the SEO techniques I have applied to the 40+ jobs sites I’ve worked on over the years.
When you’re starting out, there will always be a bigger, better-optimised jobs site that you aspire to compete with. Study those.
How big is mobile recruiting? Via Mobile Recruiting in 2018: Trends and Insights (Talentnow.com).
Create an optimised site structure.
Let’s take a look at those rules using some sitemap diagrams.
This otherwise excellent page is missing copy in a key area, which is probably stopping it from an easy page 1 ranking for “jobs in retail”.
Here’s an example: https://adremgroup.com/jobs/cinema-4d-visualiser-interior-designer-13350/
This is an important staple of the work we do with our clients, and we’ll get back to this point shortly.
But even when you do find an example of a category page in the search results, the copy is left a little lacking:
Implicit signals from your device such as location will influence the type of search results presented to you. This devices was located in London, and the search query was simply, “jobs”.
Ask: how have better sites been arranged?
In the final section of our guide, we’ll look at the huge opportunity that your advertiser brand names represent:
By adding a feature that “crosslinks” to other pages across the site, you can reduce the possibility of creating silos. I’ve added a few crosslinks on my jobs pages for illustrative purposes in green .
While the specific keyword targeting for a website should be planned carefully using proper research, a savvy site owner who already knows his market might get surprisingly far along the journey without.
The Guardian demonstrate a huge amount of awareness for mobile job searchers by providing integration with file sharing and sortage services: Dropbox, OneDrive and Google Drive. There’s also an accessible share to email button, should you wish to send that particular job to your email inbox.
The aHrefs toolset is similarly powerful.
I use Glassdoor in particular as they’ve had success with the fact that their audience rate employers online. Builtvisible scores very highly on Glassdoor, and as a result, displays this fact on the jobs page with a link to the site:
The candidate awareness journey – Source.
We call them keyword buckets .
You could also take a look at my career guide for SEOs. While that’s not a beginner’s guide, it does list all of the skills and resources you may need to develop your expertise, and therefore your career, in Search Engine Optimisation.
In some cases, simply having the keyword combination on your page can give you the ranking you need, though this is most likely for long-tail search queries of a low-competition nature, or emerging-market wording. Long-tail searches perfectly fit job seeker searches, and the ever more sophisticated job seekers are making longer and longer long-tail searches that can be up to nine words long. This happens most often when they use voice search on services like Siri and Alexa, etc. (Think sitting on your sofa and saying: “Alexa, find me a sales job in cyber software that is 50 miles from Derby.”)
Why is SEO so complicated; why can’t it just be easy?
If you fail to grasp the gist of our message, sure, we will lose a sale, but you will lose a great deal of money with vendors at the hands of their SEO snake oil pitch.
For example, your ‘about us’ page is likely going to target rankings for the kind of recruitment company you are, whereas a job post for a “Head Teacher for a special needs school in Truro” is clearly looking to attract headteachers looking for a job with these specific skills and background.
What is on-page SEO?
Long-tail SEO was one of the reasons why we invented automated job landing pages in 2005, and for mobile search linguistics, we offered dedicated mobile pages in 2007. Innovations ten years ahead of their time.
A website is obviously needed for SEO to take place, as you cannot rank a site that does not exist. However, genuine SEO experts will tell you that of the 200 to 400+ strategies published for what makes up SEO, about 15–20 of them are strictly related to your website and how it is made.
If they use three words or more, it is a long-tail keyword search. Examples would be ‘big data contract recruitment jobs in Liverpool’ or ‘SAP FD contracts jobs in Frankfurt’. Subject to the short or long tails you are trying to rank for, SEO can be as easy as falling off the proverbial log, or akin to the quest of Frodo in Lord of the Rings.
For your other pages like your ‘home’ and ‘about us’ page that you wish to be ranked for sales jobs or cyber recruitment, this is where the fun starts, and you will, in almost all cases, need off-page SEO assistance. This will get your site’s kudos with Google to the level where Google will want to rank your website higher than what is there now, or better than the 500–5000 others who are vying for the same rankings.
We can advise you on on-page SEO techniques, and that works in partnership with trusted vendors, who will back up our work on your on-page campaigns. Rather than attempt a ‘Jack of all trades’ approach, we deliver SEO via a collaboration of proven masters.
SEO is, at its heart, about finding the right words to achieve a result, and these other salespeople cannot even get the basic words to describe SEO right. Well, that is unless they are using the ‘snake oil’ salesperson bible, and then their claims are perfect!
What is off-page SEO?
Keep in mind that all you do with off-page can be countered by those you are trying to displace. So it can often be a fool’s errand to chase these rankings. We met a firm who had spent £120,000 over four years doing this with a very high-profile competitor of ours and got nowhere. Imagine if that £120k had been spent on other forms of proven marketing.
So there is the ugly truth: websites don’t have SEO. In the same way that a rugby player does not have sports and a truck driver does not have logistics…
RecruiterWEB: telling you the uncomfortable truth about SEO since 2004. Your website does not have SEO, and it is snake oil to say it does.
To write in long tails, you need to paint pictures and tell stories with your job advert content. Job seekers engage best with images and stories. In fact, a new recent study states ‘job branding’ (credit to Bill Borman) is the absolute way forward, as the job ad content is what converts the reader above almost all else. This fact will also keep a certain Mitch Sullivan tickled pink.
So there you have it.
Well, it can be easy, and subject to the goal of the page, you may well get instant and consistent rankings for your page/pages. For example, if you actually make a page for a head teacher job in Truro that needs a special needs background, then that combination of keywords on the page may get the job done.
So if a website does not have SEO, what does it have?
Our founder is an ex-recruiter and recruitment company owner. His passion for the recruitment industry is the best, and his aim when setting up our company was to provide recruitment website technology that would make recruiters money, as well as representing their brand online.
As a result, our technology was built to tick the proverbial 15–20 core requirements of a recruitment website for Google, etc. Then we set about explaining to our clients where they could make their wins with on-page and off-page SEO that covers, as we have stated, 90% of what is needed to make a site rank.