How to get job seekers to your recruitment website via Google, Bing, Yahoo, etc.

How to get job seekers to your recruitment website via Google, Bing, Yahoo, etc.


Step 1 – Belief


The first step is belief; belief is key to getting web promotion to work for you. If you don’t believe, then you will fall into the obvious trap of assuming that Job Boards or services like Indeed have it eown up. The simple truth is they don’t – but while you think they do, you don’t compete, and so they don’t get any competition.


Now imagine you applied that to your other forms of marketing – would not you cold call in case another recruiter had called? Would you not fill out tender applications for preferred supplier status if you knew a competitor was going to be on the list?


We could go on, but I think you get the point. If you don’t compete, you can’t win the rankings battle. There are some recruitment website vendors who say you can’t compete, and those are the vendors who don’t know how to compete. They are best avoided at all costs.


Step 2 – Understand there is quite a bit of ‘Snake Oil’ when it comes to recruitment websites.

Your website is not SEO. If I had £1 for every time a competitor had told a recruiter, made a podcast, told a delegate at a conference or event and/or listed on their website that their products have SEO, or SEO inbuilt, I’d have more money that Bill Gates. But it is the biggest missell I have ever heard in our industry.

The truth is websites do not have SEO, because SEO is not one thing, it is many things – and a website can’t therefore perform SEO all by itself. What your website can do is be made in a way that search engines like, or set as guidelines for websites to be worked with.


This will involve ways of presenting the code of the website, the content of the website, the images on the website, the speed the website reacts to user input due to server speed or code performance tuning, and simple things like the size of the image file for your pictures.


Step 3 – Learn to write your content to suit the needs of search engines and the target user.


Again, too many people think that SEO is about putting keywords on your web page and you are done. Keywords must be present, yes, but they need to be placed in a natural way. Simply placing the keywords on the page can now do more harm than good. So what are our top tips for keywords?


Distribute your keywords throughout your site. If you have to make a special page for a specific subject, the SEO industry calls these landing pages, and they are crucial to getting some content ranked. Avoid the trap of not wanting to have a content-driven website; content is the source of what a search engine uses to rank a page. Low content and content with little value to the reader are more likely to do you harm than good.


If you can’t produce the content, then look to outsource the task; having a quality blog written for your site can be very cost-effective.


Step 4 – Your job content really, really, really does matter.


Job content has to do a number of jobs. The primary job it has to perform is to convince the right kind of candidate to apply for your jobs, as we all know.


Thereafter, if we are talking web promotion then the job also has to tell Google, Bing Yahoo, etc. what your job pages may contain for job seekers. For that, you need to consider how job seekers actually search for jobs and on what devices.


Since 2007, a change has been taking place in how people search on the web and use search engines. The change is best described as searching for “exact match searches” to what they want (the SEO industry calls these “Long tails”, but we try to avoid that jargon as it creates barriers).


“Exact match searches” in recruitment terms come about for two reasons.


Firstly those who have run the more generic searches like “Travel jobs” do not find what they want, or more likely these search results never change, and as they have not found work yet from those sites they are forced to widen their search.


Secondly, because the youth of 2007 are now decision-makers in many cases and/or grew up with computing, search engines, YouTube, and the like, to that extent they are very web savvy and it is natural for them to search using “rxact match searches” as their default way of searching.

“Exact match searches” would look like some of the following:

“customer relations jobs in travel London”*


“travel sales jobs in Birmingham”*


These kinds of searches are, for the most part, not challenged for by recruiters because their value is rarely explained to them.


However, when we have targeted these kinds of search terms for recruiters, they have led to consistent sales for our clients in the range of £200,000 to £1.5M net fee income per client, per year.


Step 5 – Other content helps you rank as well.



Step 6 – If you have done everything right and you are now not ranking, then you are going to need a bit of help from Off-Page SEO.


Off Page SEO gains you higher authority and trust – but why is it needed?


On the basis that your On-Page work is well done, you still have to compete with others who may have similar or competing content. In this instance, search engines will then look to secondary factors about your site’s authority and trust. A site with the same content but higher authority and/or trust will rank higher than you.


Off-Page SEO is rarely done by the client, it is a specialist task that requires a full-time workload to achieve. SEO firms have those staff and supply them at a cost far cheaper than you could hire your own.



Social Media for SEO impact


SEO experts are divided on the effects of Social Media on SEO; some say rankings are improved causation, some say it is correlation.


We say it is causation; based upon what we have seen from our own efforts, we think the impact that Social has is clear.


Firstly, it passes you qualified visitors who are likely to engage with your content.


Secondly, search engines have an on/off love affair with social sites: some they consider to be able to pass your site authority and trust, and some they don’t. Twitter is thought to pass authority and trust, Facebook is thought to pass none, as Facebook keeps changing its policy on what it lets a search engine index.