When it comes to SEO, many people make the mistake of spending thousands on PPC campaigns before realising that an integrated campaign that combines organic with paid search delivers the strongest results.
Given that most people will click on the non-sponsored listings before the sponsored ads, it’s worth starting with optimising organic search.
It’s critical therefore for recruiters to look at their search engine optimisation techniques and build an effective content portfolio on their websites.
This should be spread out over months – ideally years – as this is a key factor that Google evaluates when looking at your site. Think of content as an investment; it’s something that you have to constantly add to to ensure that it works to its best ability and performs for your business.
Get your content right
An effective content strategy must centre on creating, publishing and distributing content for your target audience, the goal of which being to attract new customers.
It should answer people’s needs rather than deliver simple facts. Think about the common questions that your target audience are asking and aim to produce material that will help them overcome these problems.
Precise keyword research is critical as it will determine which search terms your target audience use. There are many tools available to help with this – some are free, some are expensive and include in-depth technical detail.
Google’s free Keyword Planner is a great tool to help build a list of keywords to be used in a campaign for SEO and content.
Once you’ve found the keywords that your target audience is searching for, the next step is to create a solid piece of content. It’s important to shape and research the piece you want to write so it delivers the results you are setting out to achieve.
It’s worth putting in the effort to utilise all the keywords you have identified until you have full coverage; it’s this that will help optimise your website.
Analysing the results of your content
Without understanding what types of content and topics work best to generate new leads that convert into customers you won’t be able to understand the results and optimise your strategy accordingly.
Set yourself a calendar prompt to check every month on the keywords using the keyword research method above. Effective analysis will improve the efficiency of your campaign and help deliver more traffic – and more leads.
For more tips and advice on optimising your website, download our free Ebook.
Article by Neil Pickstone, Co-Founder of Volcanic
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