Essential SEO Tips for Recruiters to Boost their Hiring Efforts

Let’s shed light on them.

TOFU (Top of the Funnel)

Top of the funnel is often termed an awareness stage. In this stage, potential customers are looking for information.

According to Semrush, below types of content work best for the ToFu stage:

• “How-to” guide - 72%
• Landing page - 35%
• Infographic - 28%
• Checklist - 27%
• White paper -26%
• Video tutorials - 23%

MOFU (Middle Of the Funnel)

Consideration, or the interested stage. Here, in this stage, potential customers are viewing your website and reading reviews.

Considering the results from the same Semrush study, the following types of MoFu content works best when attracting traffic. Here’s the list:

• “How-to” guide - 44%
• Product overview - 40%
• Case study - 34%
• Webinar - 31%
• Success story - 30%

BOFU (Bottom Of the Funnel)

Bottom of the funnel is also considered as the Intent and conversional stage. Buyers are ready to make a purchasing decision.

The top performing content types for this stage include:

• Success stories
• Customer reviews
• Product overview

Furthermore, email is one of the most effective approaches to nurture your lead into conversions at this stage.

How to draft content that attracts candidates?

Let’s see how!

Awareness-focused content

Awareness content is focused on answering queries. Adhering to opportunities related to your targeted audience, like “engineering jobs”, all the words associated with awareness-based questions like what, where, who, etc., are answered with content focused on answering questions.

And, to create insightful content, you can use Answer The Public to find out which keywords are trending or most relevant to your readers. You have to enter a keyword into the search bar, and it will give you all the questions that are asked related to the search query, classified into “who”, “where”, “are”, “will”, “why”, “what”, “can”, “how”, “which” and “when”. All these words are related to awareness-based questions.

The users are searching for informative content that will answer their doubts and queries. Though they may not be ready to start searching for a job, they might be at a later stage, so hang on tight.

After all, awareness content is a great option to attain backlinks from an SEO perspective. But that doesn’t mean other businesses will automatically link to your respective job page; and as the job page is not focused on informative content it doesn’t provide any value to an average reader. However, crafting helpful or unique content can result in achieving great links that improve your overall ranking at a quicker pace. But remember, SEO isn’t a quick win; you’ll have to play the long game.

Consideration-focused content

In the consideration stage, users would have already done their homework and sought informative content to help them decide. And the best possible way to make sure you craft consideration-focused content is by considering all the popular industries your recruitment agency covers and creating a page where the content is customised to what you have to offer.

Remember, your home page ranks for broad keywords along with your main offerings. Let's understand this with an example - Your homepage may be ranking for "finance hiring agency", but other pages may rank for associate recruitment or accounting recruitment consultant.

So, to stay in line with the engineering keyword, consideration content should be:

• A category page titled - "Piping Engineering Jobs."
• A category page titled - "Engineering recruitment agency in NL.'

Intent-focused content

Here, users know what they want. So, they come to your tailored pages that give them specific and valuable information surrounding the searches. And, now at the intent stage, they’re all about to contact you, register their resume or sign up.

So, in simple terms, staying in line with the trade is crucial.

What next?

Tiny-miny on-page SEO changes

When it all comes down to enticing Google, on-page aspects can be easy, as well as quick tricks for your content and website layout that help you boost your page online presence in the SERP (Search Engine Result Page).

Title and heading tags, meta-description, internal links, image alt-attributes, and keyword management are elements of on-page SEO that can act as a boon in improving user experience and driving traffic to your website.

All these elements act as indicators for Google to understand your website content, making it easy to rank in the relevant search queries. Though the core of SEO is to appeal to Google, any changes made should be taken considering your target audience.

Here are some pocketed secrets from industry experts to help you get started.

H1 Title tags

As the name suggests, this is the title that will appear on the Google result page.

So, it’s essential to keep in mind that each page of your website should have only one H1 tag that should be within 70 characters with primary keywords included.

Internal linking

Placing internal linking and keywords in the first 200 words is a tried and tested approach.

After all, the first 200 words are an ideal place to integrate links for other helpful website pages. Internal linking is a straightforward approach to boost the ranking of several different website pages by presenting to Google their importance. This is another chance to use your keywords wisely by including them in the hyperlink text and keeping them relevant to the page you are linking to.

💡Tip: Keep links to a maximum of 2-3 as it helps in keeping their value.

Meta-description

Meta-description of a page is a comprehensive summary (155 characters maximum) that presents and publicises your website's services or products to visitors. And, to capture your audience's interest by enticing the reason behind their search, the meta description is another place where your primary keywords come into the bigger picture.

Keywords

As already discussed, keywords need to be customised and cleverly placed to improve the search engine optimisation of your website, so don’t just cut them out. There are several places where you can strategically place them smartly - the first 200 words of content, title and headings, meta-description, image-all-text, and much more.

Again, for Google, all these attributes are indicators of what a page is about, so keywords hold more dominance here.

Images

Optimising your website from an SEO perspective can come from things as simple as the file name, all text, and even the description of the images you have on your site’s pages. So, adding keywords to these attributes shows Google image importance and the text relevancy to it.

Lastly, remember Rome was not built in a day!

The best part is that your SEO efforts now will pay off in the long run, and the earlier you start making strides in your SEO strategy, the quicker you will facilitate the recruitment process.

And, what you want is to be where your candidates are. And Google is the first step for many candidates in their job search. So, having a website that bridges the gap between you and your purple squirrel is easily visible with the right SEO techniques. You can also integrate them into your marketing activities that nurture your relationship, like marketing campaigns, emailers etc.

All in all, you’ll start reaping the benefits of now-made SEO efforts in disguise of traffic increase with higher conversions. Start now!