Recruitment SEO Step 3: Off-page SEO a Recruiter's Guide
Please note this post was written by Darren Revell, our founder, who has severe dyslexia. While he has used Grammarly, Word and Chrome spellchecks, they don't all agree, so please respect our intent in providing this advice, if not the grammatical accuracy. Advice which has stood the test of the past 20 years and counting.
So, On-Page SEO is about your website and its content; Off-Page SEO is used to rank that content by Google. Therefore, Off-Page SEO is essential to all SEO campaigns and where the real money is spent when running an SEO campaign. It is also why we say your website does not have SEO because SEO is more than just about what the website does or has. It is about using Off-Page SEO to get what it does or has ranked.
With the trillions of pages of content that exist on the World Wide Web, Google can't only index pages based upon their On-Page SEO settings; they need other factors to measure, and this is where Off-Page SEO comes into play. The following Off-Page SEO strategies or activities form the basics for Off-Page SEO.
Link Building: One of the most important aspects of Off-Page SEO is building high-quality backlinks. These are links from other websites to your site. Focus on acquiring links from authoritative and relevant sources. Quality matters more than quantity. Google then reads these links and considers them a vote for your website and its content. You can gain links to send users to your home page and all other critical pages like your job search page, niche sector landing pages, etc.
The votes from these links build your site's trust and authority score with Google and the more significant that becomes, the higher your chances for your content ranking where you need it to.
Social Media Presence: Establish and maintain a strong presence on popular social media platforms like Facebook, Twitter, LinkedIn, and Instagram. Share your content, engage with your audience, and use social media signals to contribute to your website's authority.
This is also about links, but more so it is about sending know audiences to crucial pages of your website. The more times you can get a defined from, say, LinkedIn that follows you to your website, the higher the chance you have of converting the users you need.
Social Bookmarking: Submit your content to social bookmarking websites like Reddit, Digg, and StumbleUpon. This can help increase visibility and drive traffic to your site. This can be seen as a bit of a waste of time these days, but it's still on the list as it gives you another set of links, albeit it is one of diminishing values.
Guest Blogging: Write high-quality guest posts for reputable websites in your industry. Guest blogging provides exposure to new audiences and allows you to earn valuable backlinks to your site. This is again about getting links back to your website and a potential new audience.
Influencer Outreach: Connect with influencers and thought leaders in your industry. Building relationships with influencers can lead to collaboration opportunities, mentions, and shares that positively impact your website's visibility. This is again about getting links back to your website and a potential new audience.
Online Reviews: Encourage satisfied customers to leave positive reviews on review sites relevant to your industry. Positive reviews can enhance your online reputation and influence potential customers. This is again about getting links back to your website and a potential new audience.
Local SEO: Optimise your website for local search if your business has a local presence. This includes creating and optimising a Google My Business profile, obtaining local citations, and encouraging customer reviews. This is again about gettting links back to your website.
Q&A Participation: Engage in online forums and question-and-answer platforms like Quora. Provide helpful answers to questions in your niche and include links to your relevant content where appropriate. This is again about getting links back to your website and a potential new audience.
Content Marketing: Create high-quality, shareable content that naturally attracts links. Infographics, videos, and comprehensive guides are examples of content that tends to perform well in attracting links.
Brand Mentions: Monitor online mentions of your brand and respond appropriately. Even without a link, brand mentions can contribute to your online reputation. You can use tools like Google Alerts to stay informed.
Community Engagement: Participate in online communities and forums related to your industry. Contribute valuable insights and build relationships with community members. This can lead to natural mentions and links.
Podcast Appearances: If applicable to your niche, consider guest appearances on podcasts. Podcasts often have dedicated audiences, and being featured can expose your brand to new listeners.
Video Marketing: Leverage video content on platforms like YouTube. Optimise video titles, descriptions, and tags with relevant keywords. Videos can attract a diverse audience and improve your website's visibility.
Press Releases: Occasionally, issue press releases for significant events or announcements related to your business. Press releases can be distributed through online PR services to reach a broader audience.
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