If you are one of many that asks what actually is SEO? Or you have some understanding but want to know why you should care about SEO in your recruitment business? You have come to the right place. As a recruiter and recruitment business owner, there are lots of things that you’re “supposed” to include as part of your marketing and revenue-building strategies – and one of those things is search engine optimization, or SEO. Now, whether we like it or not, this is not a “nice to have” element to focus on. It’s a “have to have.” Full stop.
Why? Your future customers and brand advocates have to find your company if they’re eventually going to do business with you – that’s just common sense. And if you don’t appear on the first or (if you’re lucky) the second pages of their search results, that’s just not going to happen.
Important SEO Statistics:
- 75% of people never scroll past the first page of search engines.
- Search engines drive 93% of all website traffic.
- In 2018, more than 51% of content consumption was driven by organic search.
- The first position on Google’s desktop search results has a 34.36% click-through rate, and most people choose one of the top three results.
- 80% of Google’s users ignore its ads.
- 47% of consumers view 3-5 pieces of content created by a company before talking to a salesman from that company.
In short, you need to appear at the top of search results – and people have to love what they see once they actually click on you. That all comes down to powerful and comprehensive SEO.
Unfortunately, however, just because it’s important doesn’t mean that it’s easy or straightforward to accomplish. On the contrary, improving SEO organically takes time, knowledge, and consistency – all of which can sound tough for businesses that want to see results now.
But it’s important, and it’s one of the most effective, cost-efficient, and long-lasting strategies you’ll ever employ.
Here’s everything you need to know about how to build an effective, straightforward, and revenue-building SEO strategy today.
The Fundamentals: Basic Concepts of SEO
Most people are looking for goods, services, products, information, etc., on search engines (when was the last time you didn’t search for something using Google?). So you have to create content and a website that encourages those search engines to find you and think highly of you.
And that’s done using SEO.
At its most fundamental, SEO is everything that goes into increasing the quantity and quality of traffic to your site by improving your organic search engine results. In other words, it’s how you earn as many eyes and clicks as possible.
Now let’s break this down a little bit more:
- Quality: You want high-quality traffic to your site – aka people that are actually going to convert and make a purchase.
- Quantity: It’s better to get 50 high-quality views than 5 – duh.
- Organic: Like we said, 80% of Google’s users ignore its ads, so you want to work on earning your results fast.
And it’s really the best form of marketing out there. As soon as you stop cold calling, the leads stops. As soon as you stop paid ads, the traffic goes away. SEO is evergreen, and the work you put in will help your business forever.
SEO Terms and Ideas to Familiarize Yourself With
So how exactly do you improve your business’ ranking? The short version: by creating thorough, relevant, and interesting content – and drawing attention to that content on a well-organized, easy-to-understand site (both for your audience and for the search engines).
The long version – well, let’s dive in:
To start, we’re going to go over the terms and concepts – now, don’t get glazy-eyed on us, because this is all important to understand when we get to the how in the next section.
The biggest idea for you to familiarize yourself with when it comes to content is your keywords and keyword research.
Keywords are essentially what people type in when they’re looking for your business, product, or service. Say, for example, that you’re going on vacation to Miami and you want to find some fun water activities while you’re there. You would probably type in things like “best water activities company in Miami” “water sports rental in Miami” or even “best beach for water-sports in Miami,” right? As a company, then, those are the terms that you want to appear for.
And you’ll notice that these searches are long – which is great for you. You want to use and rank for long-tail keywords (multiple words) rather than short keywords. They’re more specific, there’s less competition, and you’re more likely to rank and find qualified visitors. The companies that pop up in the above example would not appear for “water activities” right? Well, the same goes for you. So you have to choose long, specific phrases accordingly.
Once again, the goal is to sprinkle these keywords throughout all your content in a way that’s natural and using the language that your audience is actually using (more on the where and the how below).
Next, there’s the idea of pillar content.
This is how you add a method to the madness. See, in the old days, people just saturated their pages with as many keywords as possible in order to rank – and it worked for a time. But then Google got smarter. Now they rank based on searcher’s intent. That way, keyword-rich, content-poor sites won’t end up on the first page of search engines, and people will instead find what they’re actually looking for. For you, that just means making a site that’s readable, easy-to-navigate, and clear.
That’s where pillar content can help.
Here’s the idea: we know that just throwing individual keywords into your blogs or landing pages isn’t going to effectively improve your SEO or increase your rankings – and Google will actually ding you and flag your website as spam if you try it.
Now, pillar content, on the other hand, will actually help you.
The main concept here is simple: Pick central “pillar” topics that are important to your business, and use your blogs and keywords to internally link and drive traffic to that pillar content. It’s essentially propping up a key topic with supporting information, thereby unifying the most important themes of the site and strengthening key messages.
The scattered, SEO-poor language, then, is suddenly readable and ranking.
Ok, so you get the idea of having set keywords and centralized content to organize it all get people seeing it. But that content doesn’t just have to go on your website pages and in your blog. You also have to put it in places like:
- Title tag: This is the text that appears in search engine results (the title and short blurb below). It’s not only what draws people in, but also how search engines read you and find you. So don’t skip this part.
- URL: you want a unique, static, and obvious URL – and no place on your site should take more than 4 clicks to get to.
- Alt text: This is the text linked to your photos, and it also should not be skipped.
- Also, as we mentioned, remember your inbound and outbound links.
On social media, job posts, and anywhere else that’s linked to your business. It all counts.
Optimizing Your Website For Search Traffic & Lead Generation.
Now, let’s tie this all back into recruiting and your own business and website. The first thing you have to do? Optimize your website to increase the number of inbound leads. The better your website, the more leads you’ll receive – and the less costly, less effective outbound marketing (like cold calls and cold emails) you’ll have to perform. So you can measure your optimization efforts and ensure you create a “Lead Generating Machine” start with our FREE Website SEO Audit Tool, we will audit your recruitment website, send you a report and our full ebook “Understanding SEO And How You Can Turn It Into Revenue For Your Recruitment Business” which guides your through the “how” of website optimization. Just click the button below and provide us a few details and we will conduct your site audit and send you the SEO ebook to your inbox. ⬇