Anyone fancy a game of SEO Snakes and Ladders?

By Aleyx Perks

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In my last blog I discussed the importance of SEO (Search Engine Optimisation) to your recruitment brand. It’s now time to show you how all this is possible with some great tips to implement an SEO strategy.

To run through my top tips effectively I am going to use an analogy, everyone loves an analogy…

Getting to the top of Google is like playing a game of snakes and ladders; do the right thing and you will make it to the top of the board, do the wrong thing and down the snake you go, right to the pit!

Let’s play the game!

Snakes and Ladders

Select your keywords

If you read part one, you will already know the phrase you wish to rank for, if you didn’t, have a read now. It is very important to carry out keyword research before your start implementing an SEO strategy.

Use a keyword tool like Keyword Planner. Input your chosen search term to find out how often it is searched, the competition to rank for this search term and additional keyword ideas.

Keyword Research

The above search term is searched for 70 times per month with medium competition. This may seem low but remember it is a niche term, in one part of the country, and if you can catch a high percentage of people searching for this term then you are onto a win, imagine all the unique candidates you will attract.

Once you have decided upon the main search terms it is now time to do some work and move up the board.

There are three main components to ranking your website for your chosen search term: Content, links and traffic, all of which intertwine with each other.  

Recruitment SEO

Content

Content really is key when trying to rank your website for specific keywords. A blog is the perfect way to to do this, so if you don’t already have one, create a blog now.

If you already have a blog be sure to keep it updated. Having a blog which was last updated 3 months ago is futile. Up-to-date content signals to Google that your website is still in use and drives traffic to your website. If the content is of a high quality then people will link to it, signalling to Google your website is popular. Up the ladder you go.

How to do I create great content?

Creating great content for your recruitment brand is another blog post in itself, but see our summarised tips below.

Brainstorm

Round up your team and have a brainstorming session, discussing the points below:

As well as writing around the topics of your chosen keyword it is vital that you consider your audience,what they are interested in and what they want to read.

For example, if you are trying to rank for construction jobs in Yorkshire, and your audience enjoy reading about the constructin industry and are interested in the current job market then you should be writing blogs like:

The current job market in Construction, are there more jobs coming to market? Is Yorkshire seeing a rise in Construction jobs, and why may this be? How you find recruiting in this market, is there a talent shortage, if so, why?

All of these questions and ideas are subjects you know a lot about and topics which jobseekers are going to be intrigued to find out more.

Editorial Calendar

Now that you have decided upon your content you need to be sure that you update your blog regularly. Put together an editorial calendar for the next three months and decide who is writing what. This way everyone knows what needs to be written each week.

Warning: never copy content! There is no benefit to this and it can have a negative impact on your rankings when Google realises what you are up to. If you get to this stage and then copy content I’m afraid it’s time to move down the snake.

Promotion of content

Not only do you need to create content but you also need to promote it. It is pointless having a fantastic blog if no one knows about it.

The easiest way to promote your content is through your social media platforms such as: LinkedIn, Twitter, Facebook and GooglePlus. Be sure to share your content and jobs, but also converse with your audience because they are more likely to read your content if you are engaged – do this regularly and you move further up the board.

Warning: Using Social Media to simply shout ME, ME, ME is the best way to lose connections and followers, you are spamming their news feed and they don’t like it – down the snake you go.

Link Earning

Links are very important when it comes to SEO but make sure that they are relevant and genuine. Why? You get more Googlejuice with links from respected websites.

If you have good quality content on your website, you will find that others will link to this, pushing your website up through the rankings.

This can take a while before your content gets linked to, however there are other things you can do in the meantime – here’s a few ideas:

It will take time but once you have a earned a few quality links you will see your website rise through the rankings, well done, move up another ladder.

Warning: link farms are now a thing of the past. If you decide to pay an agency who claims to get you 100 links in a month at a very low price you will be penalised by Google, and your website will drop out of the search engines – it’s right down to the snake pit for you.

By following these tips for content creation and link earning you will start to see a lot more incoming traffic which will result in higher rankings.

There are no quick fixes when it comes to SEO, it takes work, nourishment and patience. Just make sure your keep moving up the ladders and avoid those nasty snakes. For any more advice on SEO or for some inpartial advice feel free to leave a comment or get in touch.  

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