As part of our new series of blogs about search engine optimization for recruitment firms (and our free ebook), we wanted to delve into several critical components to your SEO and content strategy.
Monitoring results and fine-tuning your SEO strategy is critical for its success
This is particularly true in the face of the constantly changing and ever more sophisticated algorithms that govern search rankings.
No SEO campaign will deliver results overnight. Think in the longer term and start to monitor your SEO success over months rather than weeks. Our reference guide gives you some of the key metrics - other than candidate conversion - that you should capture, analyse and feedback in to your strategy.
Look at your organic traffic
The best place to start is to look at your organic traffic, which means visitors that have landed on your recruitment website without actually typing in the URL. Visitor engagement is also a key metric, as it shows the depth to which a user goes after they arrive at your website. Factors such as the number of pages viewed, drop off rates, and which pages they visit are good indications of the journey you've created.
Improvements to your content quickly become obvious - if a case study or a whitepaper on a particular subject are particularly popular, continue the theme. On the flip side, if a content piece or web page are getting no views, this is great opportunity to ask why and determine what corrections you should make.
Is your content relevant and accessible?
The time a visitor spends on your website is another good metric to monitor as an indicator of engagement - and a good way to judge whether you’re hitting the mark in having relevant and accessible content that your visitors want to read. And don’t forget to look at your traffic from social media - often a great source of candidate traffic.