In this war for talent, it is essential for HR and Marketing roles to integrate. Given the importance of SEO in hiring, many marketers have been faced with writing content for their website. However, they only have the slightest idea of how to get going.
Search engine optimisation (SEO) makes your website easier for search engines a�� and in turn candidates or clients a�� to find. More visitors to your website means more eyes on your agencya��s jobs resulting in more placements. The easier it is to find your website, the less reliant your company needs to be on job boards and other paid advertising. Cost efficiency provides an incentive for recruitment marketers to grasp basic SEO concepts.
Following which, consider the keywords that people would search for to find each page and break it down with a different search term for each page of the site.
Figuring out what active candidates are searching for is quite simple. Ita��s almost always <role> jobs <location>. If youa��re recruiting engineers for Singapore, begin with a�?engineering jobs in Singaporea�?.
If youa��re looking to dive a little deeper, Googlea��s own Keyword Planner will give you an idea of how many monthly searches any given word or phrase gets. Ita��ll also suggest similar words and phrases to help you decide which to target.
What is the keywords field in my Content Management System (CMS) for?
Search engines used to use the meta-keywords tag, but these days they know what your keywords are by scanning the content instead. So ita��s no longer necessary to use the keywords tag. If you do want to use it though, make sure to stick to only one or two keywords per page a�� some search engines will actually penalise your site if you stuff it up with too many.
How long should my content be?
There is no right or wrong answer here a�� as long as it gets the message across.
It also depends on the type of page youa��re writing too. About 200 words should suffice for a homepage, 800 for a news article or blog post.
From an SEO perspective, the three things that matter most are quality, originality and relevancy.
Where do my page titles go and what should they be?
Besides your actual content, the page title is the most important part of the page for SEO. Youa��ll see it on search results here:
…and at the top of your browser when youa��re looking at the page.
They can be about 70 characters long before being cut off with ellipses. This is the place to whip out those keywords from your plan.
Got a page spotlighting all your project management jobs with a particular client? Try something like a�?Project Management Jobs in Dublin | ClientNamea�?.
Whata��s the purpose of a page description for?
Your content management system should ask you for a page description or a�?meta descriptiona�?. Herea��s where that shows up on a search page:
It wona��t have a huge impact on how the search engines rate your page but if you make it compelling, it will make a huge difference to which potential candidates or clients will (or wona��t) choose your website and click through over the other 20 or so on the search results page.
Youa��ve got roughly 150 characters to work with, including spaces. If your page description is longer, nothing will break – ita��ll just be cut off with ellipses like the page title.
When I upload an image, it asks me to provide a�?alt texta�?. What is this?
Alt text (or alternative text) is there to tell search engines whata��s in your picture. This does factor into SEO, so ita��s generally best not to leave it blank. Keep it short and simple a�� it doesna��t need to be creative, only to describe whata��s there.
So, say youa��ve got a picture of an oil rig on your website: a�?oil riga�? would work just fine as your alt text. Does what it says on the tin. Search engines are going to notice that your image is oil-related, which contributes to an overall understanding that this page is about oil and gas jobs.
Whata��s my ranking on Google?
There is no universal ranking.
Google uses all sorts of personal factors to show you the most relevant search results: your location, your search history, and the demographic it thinks you belong to and so on.
So, my #1 search result for a�?marketing jobs in Londona�? may well be different from yours, and candidatesa�� results may be different again.