How to perfect On-Page SEO for your recruitment website’s static pages?
So On-Page SEO is about the content you place on your recruitment website in the myriad of places that content can be tuned to help search engines like Google understand your page.
An overview of items on a website that can have On-Page SEO tuning is as follows:
- Page URLs
- Page titles
- H1, 2, 3, etc. tags
- Page body text
- Image descriptions
- Readable PDF downloads
- Rich media files like video
- Internal page links
- Key outbound links
- Mobile-friendly design
- Page speeds
- Keyword distribution
For more on this read this blog from backlinko (https://backlinko.com/on-page-seo). This list is not exhaustive, and more detail can be gained on this from your SEO partner. In our case, we partner with Digital Clicks, but for now, I will try to simplify this subject further for recruiters as follows:
Different kinds of pages need different kinds of On-Page SEO – Static Pages
Say what? Yes, different kinds of pages need different kinds of On-Page, and for that matter Off-Page, SEO strategy, another clear reason why I keep saying your recruitment website does not have SEO and anyone who tells you it does is a liar. The website accounts for about 10% of your overall SEO strategy; 90% of your SEO strategy is based in Off-Page and On-Page SEO.
So let’s drill down on what I am saying. If you are a recruiter and you have a recruitment website, you are likely to have a site map, maybe something like home, looking to hire, looking for work, jobs, about us, services, contact us, blog, etc., as your main navigation pages (tier 1 pages). Of course, you can also have many subpages and the like. Most of these tier 1 pages we can say are brochure-style pages, save for jobs and blogs.
A brochure page is going to have fairly static content, where you may explain your company, its history, its services, and the like, and that content might not change for 2, 3, 5, 10 years. The best way to deal with content on these kinds of pages is to make sure you mention your keywords, but also to spread the range of complementary words that describe what you do.
For argument’s sake, you can write “Acme Recruiters are Cyber Security recruiters”, and in other parts of the text you can say things like “as headhunters, we have a network of established source sites to generate future talent matches from”. Post the Google Hummingbird update, Google is looking for the depth of content that explains what you do, how people can benefit, etc. So the clear goal with static pages is an eloquent pitch about what you want the page to describe and to whom, in as much detail as you can.
Writing this descriptive content well and eloquently will keep the reader and Google happy, but if the page is trying to rank in a highly competed-for space, it’s still going to need some Off-page SEO help. To get some clarity on what SEO is for recruiters, you can also read this page of our website: https://www.recruiterweb.co.uk/websites-for-recruiters/recruiters-and-seo/.
Different kinds of pages need different kinds of On-Page SEO – Job Pages
With job pages, you can take a different approach from static-style brochure pages. This is because your job pages can be tuned to match what are called Long Tail style searches.
We cover this on the page mentioned above, but in simple terms, job pages are about optimising for keyword combinations job seekers use. Long Tail refers to where the search they make is 3-plus words long, like “IT recruitment jobs in Covent Garden” or “Key stage 2 teaching assistant jobs in Newcastle”.
You can relate, I am sure quite easily, to where this content can be placed on your job form, and then in the body of the text you need to add an eloquent and diverse pitch for what this job is, using a wide range of connected or sympathetic keywords. This, we mentioned above, sits well with Google Hummingbird, so the “Key stage 2 teaching assistant jobs in Newcastle” role would do well to have words which described the school, class sizes, attainment levels, teaching styles, etc. These connected keywords help to build up authority with search engines that this page has given an in-depth explanation to the reader.
However, keep in mind that, as SEO is not one thing, a very badly written job advert on a high-authority website will still rank well. For example, “Key stage 2 teaching assistant jobs in Newcastle” followed by a job description text that said simply “My client is looking for a Key stage 2 teaching assistant in Newcastle with a minimum of 3 years experience. Pay will be in line with the local area.”
Wordy McWordy from Wordville we are not and don’t want to be.
Sound advice, Darren, to have decent content. but I hear some say: won’t that make for a wall of words, and isn’t modern website design about minimal text and lots of well-chosen design? So it is clear you have to tick both the user experience box and the search engines’ need for you to clarify the page for its indexing algorithms.
However, it is clear that if you want Google and others to deliver up this page in searches Google users make, then you will have to play ball with Google’s 200-300 core needs of a site and its pages. Once at the races, I suggest trusting the visitor will read as much as they want and not obsessing too much over whether you have too much text.
In terms of ticking other boxes, you can have links on this page to your case studies, testimonials, blogs and advice pages on the subject you are covering here. One big tip I’d give you is that on pages like your testimonial pages, it is useful to have the testimonial provider’s own words, but there’s no harm in your then adding terms like:
“We used a contingency database search, backed up by some headhunting in the tier one investment banks, to find the cyber expert for back-office systems Acme bank needed. The search covered 30 banks, where we presented a short list of 5…”.
So flesh out what you did for the employer or what you did for the candidate to find them work, etc. No harm at all in having in your static page design places for the Google bot to find your latest jobs.
If you need help with copy, I recommend Robert Woodford at The Marketing Junction. Robert and his team are award-winning writers/marketers in the Recruitment space.
Can content be video?
100% yes, no reason at all not to use video, and if that makes it easier for you to make engaging content do so, but keep in mind you will need a smattering of well-chosen words to support the video on the page.
Please note I am Dyslexic, and in my form, I am blind to grammar, and sometimes I get my fors and fours, etc. backwards. I am not stupid – in fact, my IQ and EQ are both quite high. Please keep that in mind when you read my posts. Thanks.