There are some serious SEO benefits to having a blog on your website. Just having a blog won’t increase your website’s search ranking, but with some TLC it can get your website seen – which is ultimately what you want right? To have candidates and clients alike viewing your website and falling in love with your content – positioning yourselves as the first company that springs to mind when they think about recruitment.
Without further ado here are 5 helpful tips on how to optimise your blog, improve SEO and meet the requirements of Google’s ranking algorithms.
Create Juicy Content
Write fresh, engaging and informative content. Your content should be so much more than your quarterly figures or a boasty post about how you’re the best recruitment agency in the world – no one is interested in your not-so-humble brag. When we read content we look for something that resonates with us, a connection or a familiarity. It can be something as simple as putting yourself in the candidates shoes and conveying the frustrations they might be feeling with their current job search or maybe from a hiring managers perspective who is utterly fed up of the current agency they’re using – use different perspectives to connect with your target audience.
Your target audience will be using a variety of keywords to find what they’re looking for, capitalise on this! But don’t make it spammy, search engines can easily tell when you’ve crammed keywords in to every sentence – it’s best to avoid this archaic practice because Google will punish you for it.
Make Your Blog Helpful
Longer blog posts tend to perform better. More so when it comes to holding your readers’ interest. Informative and helpful content will encourage visitors on your website to stay longer. It will also encourage them to visit on a regular basis (providing you keep your content up to date). Visitors are also much more likely to share helpful content – search engines will then index these pages more frequently – which in turn will make your website more visible.
If your content isn’t a good match for the search terms used the visitor will leave the page pretty quickly. This will tell the search engine that the information on this page is not relevant – you do not want that!
Use Long Tail Keywords
Long tail keywords are very specific keyword phrases. Using them in detailed blog posts is a fantastic way of increasing your website’s visibility. We typically search for things using more than four words – having these specific combinations of keywords in your blog will vastly improve your chances of having your website suggested as a good match for those search terms.
Imagine that you have a recruitment company that focuses mainly on the hospitality sector, you cover a wide variety of hospitality roles in different locations. You’ll be in competition with many other similar firms.
For example – you have a client who runs a catering business. This client is looking for a chef with a specific skill set – within commuting distance of Manchester. Writing a blog post about this latest role will combine a number of relevant search terms. It will include the Manchester location, specific skill sets and no doubt further keywords associated with the client’s business; the perfect combination.
Don’t overlook the opportunity to include internal links on your blog posts. These will link across various pages of your site. As an example you might write a blog post on the growth of the Hospitality sector. This post could link to a blog post on ‘How to start a career in hospitality’ or the jobs page.
When you find an article which links to another great article – you’re more likely to visit that website again. That website then becomes your go-to website for information on this topic. A high volume of content demonstrates to the reader the extent of your expertise in your specific sector – they are more likely to visit frequently and stay on the site longer if they have lots of relevant content to view.
The more backlinks you have the better! Why? If other websites are linking to your content – search engines view your site as being trustworthy and having authoritative expertise. Deliver high-quality content if you want other websites to link to your blog or website. For example, retained clients could include a link to you as their primary point of contact on their ‘hiring’ pages. Web pages with a high volume of backlinks typically have high organic search engine rankings. More backlinks = more visibility.
When it comes to having a blog on your website – the potential is limitless with a little bit of thought and effort.