A lot of agency owners think that investing in a new website is enough. Build it and the candidates will come flooding in.
But if it was that easy, everyone would rank number one.
Don’t underestimate the importance of a well-optimised website and the more that you understand about the process, the more successful your campaign will be.
With an incredible 73% of job searches starting on Google, it’s critical that we get your website optimised and ready to perform.
Firstly, you want to start with keyword research, finding out what search terms people are actually using to look for the services that you provide. You’ll need a generic set or trophy term, such as accountancy jobs or recruitment agency Hertfordshire, for example.With an incredible 73% of job searches starting on Google, it's critical that we get your website optimised and ready to perform. Click To Tweet
But you should also look at what search terms are relevant for all of the different sectors that you work in and build up a group of related search terms.
There’re a few tools that you can use for this. The best one to start with is Google’s own keyword planner. This will give you an indication of the number of times these terms are searched for plus also how competitive they are.
The Long Tail Strategy
We often talk about building a long tail keyword strategy, and what this means is building up content based around keywords that are a longer search term.
The search traffic on these longer terms is gonna be less than the trophy terms, but they are more likely to convert.
Not only that, you have a better chance of ranking for them.
Optimising Your Content
Once you have your keywords organised and agreed you can start to plan to optimise the content around these keywords.
When it comes to optimising your website in general, there’re a couple of hundred things that you really need to be looking at.
Ideally, your agency or developer will hand over a fully optimised website ready for you to build on. But the basics are optimising your content, adding in meta data, and optimising your images.
Don’t duplicate any of your content, especially not the metadata. And when it comes to optimising the text-based content of the site itself, don’t overly worry about keywords, write for the users first.
The job category pages and subcategory pages are the perfect places to optimise your site for long tail keywords talking about the areas that you specialise in.
The job pages themselves are a critical aspect in optimising your overall site and making sure that they get indexed and included in Google search results.
If you want a step-by-step guide on how you can get your jobs ranked independently in Google search results, you can check our other video which is linked at the end.
The last couple of things you want to focus on is security and speed. Google loves both.
For security make sure your website is running on an SSL certificate, and for page speed, Google provides its page insights tool, which gives helpful tips and advice on how to optimise your site.
Once you got these basic optimisations in place, the job is halfway there.
All you need now is a content marketing and outreach strategy to build your link profile.
If only I was someone doing helpful how-to videos about all this kind of stuff….