As you may know, the first place a typical job seeker goes online isn’t a job board . . . it’s Google. With the new Google for Jobs (which Clinch customers benefit from automatically), if you follow Google’s Guide, your actual Job Postings may appear.
But what about your Career Site Landing Pages? There are somewhere between 100-300 million career based queries (depending on who you believe) on Google and not all are job based, so it makes sense to get your landing page content to appear more often, right?
Most recently, a recruiting manager showed me a Landing Page for a targeted job function. They wanted to improve visitor rates and we got into a lengthy SEO (search engine optimization) discussion. The manager was pretty jazzed, so I thought it might be helpful to share what we talked about . . .
The definition of SEO is the “art of manipulating” search engine results. That’s all it is.
SEO is an art because it’s a constantly changing landscape. There are a lot of search engines, but Google is so far ahead that there’s rarely a need to be concerned with Bing or DuckDuckGo. To make it difficult to manipulate the results, Google changes their SEO formula up to 600 times a year. Their strategy is to get the average website to fork over “Pay Per Click” cash instead of figuring it out or hiring an expensive SEO expert, and Google’s billions attest to the success of this approach.
The days of popping several key search terms on a site may be long gone, but don’t lose hope; there are some simple steps you can take that may help.
Let’s go back to the Landing Page example. As someone involved with TA Tech, I’m focused more on web development than sourcing, but to me, Landing Pages seem underutilized and can be a terrific way to build a prospect network.
The Importance of PageRank
To get your page to show up higher on search results, you need to create a higher “PageRank.” There are two things that Google evaluates mostly as they rank your page for a search query. The first is the “back links” you have, and the second is how your page is optimized.
Clinch customers benefit from landing pages that are automatically optimized for search, but even if you’re not using this platform to enhance your recruitment marketing efforts, there are some things you can do to improve your PageRank. For example, including headers and sub-headers that feature key search terms that a job seeker might use to find your page. Be sure to include the key search term that someone will use to find your page (a specific phrase is even better if there is one . . . something like “knock, knock jokes” instead of “Old Fashioned Humor”).
With back links, the goal is convincing other career based websites to include a link to your web page. This is referred to as “link juice” and the more back links the more juice you’ll have. More importantly, authoritative and popular sites are the ones to get links from, as Google ranks their link juice higher. Getting TLNT, ERE, Careerealism or similar quality sites to link to your page will certainly increase your page rank.
Obviously, it isn’t easy to get the most popular and authoritative TA sites to link back. I advised my Landing Page friend to create and rank a list of the 100 or so sites in her genre (MOZ and Ahrefs both rank sites by domain [URL] and page authority), and see if she knew any of the site owners. With 100 sites, there will be plenty of bloggers on her list who may be more approachable than a big association or company. Also, if she was to share their content and link to their site, they would be more apt to link back (quid pro quo). The bottom line is to get as many as you can from the highest ranked sites.
There are other links easier to get that can also improve search engine results. Linking back from any major social site (Facebook, Instagram, Twitter, Pinterest, LinkedIn, etc.) also enhances page rank (asking your friends to do the same from their social feeds helps too). In addition, over time continuously refresh your content on the page, and share it. The more you can be seen on your page as an authority of the subject matter, the more link juice you will get and the higher your SEO rank will grow. Picking different bloggers to target for links each month is the idea as you grow your Prospect Network. This is starting to sound like sourcing…and it is…but instead of sourcing prospects, you’re sourcing authoritative and quality links!
There is no reason that a TA Leader can’t manage SEO for a Landing Page, Job Post, Blog Post or any career page and improve the page rank for it. What do you think, is this something you can tackle? Let’s hear your thoughts…
(For extra credit: load Google Analytics for your Landing Page and track your visitors, page views and include a form or “call to action” element and track click through rates on how successful it is. Or, consider a recruitment marketing platform that can do all of the above for you!)