Recruitment SEO: Googoe Index Saturaton

Imagine the following scenario:

First in Google for your keyword!
Your web site has one page, and the site is with that page linked first for your main keyword. One would say this is the search engine optimisation done very well. The site is first for its keyword. What else can one ask for?

First in Google for all your keywords!
When will realise there are multiple keywords your site need to be first for in Google searches. One page will not make it easily. You will create one page for each keyword. It usually starts with the page for ‘Clients’ and ‘Job Seekers’. You will optimise each of those pages to get on top of Google searches for your search keyword of search phrase. Most recruitment agencies would naturally want to be ranked on top for a phrase “Recruitment Agency” – to attract Clients. Then there are similar keywords targeted to Job Seekers like “Jobs in IT”, or whatever your agency specialises in. If you get first for those search keywords – have you done your SEO good? Of course, you are first in Google for all your main keywords.

Highly ranked in Google for every single one of your jobs, pages and blog posts (and having tons of them!)
In this scenario you are not really first for search phrases like the usual hot one “Recruitment Agency”. Instead all your jobs are on top or close to the top for ANY relevant keyword to that job. You cannot really define what keywords you are highly ranked for, since it depends on what jobs you have advertised on your site at that time.

If you don’t have jobs in a particular industry, or for some reason they don’t rank as well as your competition, you write blogs about those industries. In essence what you are doing is you are creating more content and publishing it on more pages on your web site. Those new pages then start ranking for the keywords you are writing about. What you are doing is you are saturation Google index and the Google search results pages with your entries. This enables you to capture traffic for any search phrase you are interested. Your web site becomes an inbound marketing platform that is quite simple to use. Need some Java developers? Just write about the Java development on your site. Get that content in Google index, and anyone searching for Java Development will see your site listed in the Google search results. If you write interesting articles and they are nicely presented in the search results – anyone looking for a Java development will come to your site!

This is what I call Google Saturation. It is a process of submitting the content on your web site to Google, for various search phrases you are interested in. Notice the difference between the top two scenarios. We don’t have the ”Main Keyword(s)” we want to rank for on top of the search engines.

The table below show the Google Saturation of 29 recruitment agency web sites and www.JobsBlog.ie as a marker. The number next to each web site shows the total number of pages Google has from each web site.

Note that this table is the first on in this Recruitment SEO series that show really drastic differences between the 29 randomly chosen recruitment agency web sites.

URL Google Index
http://www.cpl.ie  496000
http://www.morganmckinley.ie  291000
http://www.hays.ie  184000
http://www.eolas.ie  10700
http://www.collinsmcnicholas.ie  7580
http://www.icds.ie  6980
http://www.brightwater.ie  5680
http://www.peoplegroup.ie  5490
http://www.rftgroup.ie  4810
http://www.Vantage.ie  4660
http://www.jobsblog.ie  4430
http://www.frsrecruitment.com  2390
http://www.hrm.ie  783
http://www.qedrecruitment.ie  610
http://www.careerwise.ie  602
http://www.Stelfox.ie  601
http://www.recruitmentplus.ie  533
http://www.3qrecruitment.ie  528
http://www.EdenRecruitment.ie  471
http://www.accountancysolutions.ie  446
http://www.MatrixRecruitment.ie  302
http://www.gempool.ie  190
http://www.Recruiters.ie  189
http://www.placeme.ie  145
http://www.hudson.ie  138
http://www.harmonics.ie  100
http://www.Brompton.ie  62
http://www.enterprisepeople.ie  37
http://www.solasconsulting.ie  5
http://www.Sigmar.ie  n/f

 

By looking at your web site visitors logs in a program like Google Analytics you will notice that even linked first for your most important keyword it still delivers traffic that is a very small percentage of your total visitors traffic from Google for all the other keywords combined. If you have a high Google Saturation – meaning hundreds thousands of pages featured in the Google search results, the traffic for your main 10 most important keywords brings less than 1% of your total traffic! And as such, the ranking for one individual keyword becomes irrelevant to the overall traffic of the whole site. If you want to make a success in capturing the largest possible amount of the free traffic, this is definitely the route to go. Think big! THINK BIG!

Google Saturation is one of the key factors of SEO. It is also the most often ignored one.

Recruitment SEO: Links are the currency on the web!

Search engine optimisation is in essence a huge amount of statistical analysis and a lot of trials and errors. There is not book about it, since by the time it gets printed it is completely outdated. There are two SEO Rules:

Content is King
Links are the currency on the web

Nothing else matters as much to your web site ranking as the content you have on your site and the links from other web sites to your site. If you get those two things right – your will get the free traffic from the search engines. Relevant traffic – people searching for what your web site text copy is about.

We looked at the Google PR, MozRank and Alexa rank of the 29 recruitment agencies. Today we will look at the links towards those 29 web sites. The numbers next to each recruitment agency web site show the total number of links found on the web pointing to each domain. The more links to it – the more search engines ‘Like’ the domain, and hence show it’s web pages higher in the search engine results.

This site JobsBlog.ie is within them again as a tracker for performance.

URL

SEOmoz Link Count

www.hays.ie 117643
www.cpl.ie 59629
www.morganmckinley.ie 34688
www.eolas.ie 8333
www.brightwater.ie 6766
www.jobsblog.ie 6552
www.peoplegroup.ie 4235
www.hudson.ie 3357
www.careerwise.ie 2689
www.3qrecruitment.ie 1707
www.Sigmar.ie 1630
www.hrm.ie 1453
www.EdenRecruitment.ie 766
www.rftgroup.ie 580
www.collinsmcnicholas.ie 578
www.icds.ie 539
www.frsrecruitment.com 491
www.qedrecruitment.ie 358
www.accountancysolutions.ie 318
www.Recruiters.ie 305
www.gempool.ie 189
www.Stelfox.ie 187
www.recruitmentplus.ie 177
www.Vantage.ie 149
www.harmonics.ie 141
www.solasconsulting.ie 110
www.MatrixRecruitment.ie 92
www.placeme.ie 25
www.enterprisepeople.ie 23
www.Brompton.ie 12

Any surprises above?

Irish Social Media Recruitment Conference


When you put one of the best speakers on the recruitment topic Peter Costgrove, into one of the best venues Science Gallery in Trinity College, you get what you got yesterday – probably the best Irish Recruitment Social Media Event so far. And as we all know there is plenty of them lately. Everyone who doesn’t have anything better to do, all of the suddenly become some kind of self proclaimed Social Media expert! Hey even I get invited to talk on such Irish Recruiters and what not conferences. The difference is – when you hear it from Peter once,… your next few events, you will leave early! Peter just raises the standard of presentations very, very high. And that is not all. He is besides being probably one of the best recruitment managers, a very nice person to talk to. So a package hard to beat actually.

If you compare Peter Costgrove to most of other speakers on the Social Media in Recruitment topic, Peter is the only one who will clearly say what he just doesn’t get. There is no hiding. No gray areas. Most if not all others I have heard in the last years talk about the Social Media in recruitment and sourcing process very vaguely actually. All are swimming on the surface, that make you wonder, if they actually know much about what they are talking about (ehm,… me included!). Peter just dives in. Straight to Boolean Search live example. Off to Facebook, LinkedIn specific searches… no beating around the bush. Nosedive in the sourcing for search engines and social media sites.

That sets Peter apart. Next round is in January. (you are not taking my seat!)

What is also different is that it is free. Not like the Irish Recruiters events or other Social Media gurus, who make money on you there.

SEO for job advertisment?

Is Search Engine Optimization important for advertising your jobs on the job boards? Should you optimize every single job post? Isn’t optimization of job post on a job board actually only ‘Keyword Stuffing’, since you do not control any other page element?

Short answer:

Yes SEO is extremely important when publishing a job on a job board. Yes, you can only play with text, s0 make sure you do it well!

Why SEO-in a individual job post?

It will attract searches composed of number of words (‘Long Tail Search’) that describe the desired position. In general a job seeker that searches for ‘Jobs’ is on average of less ‘Quality Applicant’ than someone searching for ‘IT Project Manager Dublin South’.

By optimising the job specification for the search engines – the quality of the applicants raise dramatically. I have done tests with a number of my clients in publishing the two versions of the same role. One the way they would ‘Normally’ write it and the other highly optimised for the most used search words combined in search phrases constructed from:

  • Job location
  • Job title or role name
  • Job Location
  • Skills required or technologies used
  • Qualifications required or desired

The result is that the majority of candidates interviewed came from a version of the job advertised that was optimised for the search engines. The majority of the applications would tend to come from a day to 3 – 4 days after the publishing of the role. The overall quality of the applications would tend to go down as times goes by after that.