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Stand OUT | Stay TOP of mind | Sell MORE

STaffing WEbSiTE OPTiMizaTiOn 101

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Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to your website from search engines like Google, Yahoo!, MSN, and hundreds of others.

What is SEO?

Get fOUnDGet RanKEDGet TRaffiC

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What is SEO?

Why should I care?• 53,280

Approximate number of searches each month on Google for “Temporary Staffing”

• 220,000 Approximate number of searches each month on Google for “Staffing Services” and “Staffing Agencies”

• 715,000 Approximate number of searches each month on Google for “Employment Agency” and “Employment Agencies”

• 151,000,000 Approximate number of searches each month on Google for “Jobs”

People are searching for the services you offer. This guide will help you develop a plan to ensure people find your site, before your competitor’s.

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Keywords

What are keywords?

Keywords, or search strings, consist of a descriptive word or group of words that people use when searching the Internet for information. Search strings can be general (staffing) or more specific (IT Staffing Firms in San Diego).

First thing’s first…

select the right keywords!

Before you can optimize your website, you must figure out the right keywords for your business.

To start, ask yourself these questions:

• What kind of staffing or recruitment do you do?

Examples: healthcare, technology, clerical, light industrial, etc.

• What geographic area do you serve (and more importantly, how do people refer to it)?

Examples: New York, Upstate New York, Western New York, Buffalo New York, etc.

• Is your main goal to drive candidate traffic or client and prospect traffic?

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Keywords

How do you know if you have

the perfect collection of keywords?

Unfortunately there isn’t a simple formula. But here are a few tips:

1. Pick popular keywords. Make sure people are searching for the keywords you’ve selected. Google offers a free tool you can start with: https://adwords.google.com/select/KeywordToolExternal

2. Pickrelevantkeywords. Talk with your clients and employees to find out what words they use when searching for your services.

3.Makesureyoucancompete. Unless you can match the budget and resources of CareerBuilder and Monster, you probably won’t rank #1 on the keyword “jobs”. However, by choosing more specific keywords (Ex. Administrative Assistant Jobs in Racine, CA), you may be able to compete.

The WRONG Way.

Watch out for these common pitfalls when choosing keywords:

1. Choosing broad keywords. Instead of terms like “staffing” and “jobs,” use more specific search strings. Don’t try to compete with Monster and CareerBuilder on the general terms – you won’t win!

2. Focusingononlythemostpopular. The most popular keywords also have a lot of competition. By mixing in more specific keywords that have a bit less traffic, you will have a better chance of ranking higher – faster.

3. Beingeverythingtoeveryone. Don’t try to optimize your site for every keyword under the sun. Narrow down your list of keywords and focus first on the most important and relevant keywords for your business. The more specific you are, the more effective your site will be.

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Meta Data

I’ve got my list of keywords…

now what?

Now that you have a refined list of keywords, you need to incorporate those keywords into your meta data.

Meta…WHO?Meta data is hidden code in your website that helps search engines determine what information your website provides. It sounds really technical (and it is), but we’ll try our best to translate the “geek speak!”

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Meta Data

Here are the three main elements of

meta data you should start with:

1. Page Title Tags. In the top left corner of your web browser, you will see a page title. This tells both users and search engines the topic of a webpage. For most staffing firm websites, this is just the company name. However, you can update this to include keywords unique to your firm (but try to stay under a total of 8-9 words).

2.Keywords. This is where your list of keywords is placed. Be sure to rank this list in order of importance and keep it between 15-25 words. The search engine takes this list into account when reviewing your website.

3. PageDescription. When your site appears in search rankings, this tells the search engine – and the person doing the search – what your site is about.

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Content

Back in the old days (you know, the late 90’s) simply updating your meta data and stuffing it with keywords was enough to get pretty decent rankings.

Well,timeshavechanged.

With search engines getting much smarter now,

content is king.

In order to rank high – and stay there – your site needs to have relevant and timely content. Oh, it also has to be written in a way that appeals to both the human reader – and the search engine.

RigHT! WROng!

Keywords Selected n n

Meta Data Updated n n

Sit back and wait for the traffic to roll in n n

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Content

Killer copy for search engines

and humans.

• Startwithastrongheadline. Tell the reader (and the search engine) what that particular webpage is about.

• Beconversational. Write copy that is easy to read.

• Stayfocused. Write copy around the central theme of your webpage.

• Includekeywords. Use language that users may use when searching for the services you offer. BUT, don’t overdo it. Avoid inserting keywords aimed at search engines that prove to be annoying or don’t make sense to your readers.

• Avoidduplication. Don’t use the same content page after page…try to make each page a little different.

• Createlinks. Include anchor text links in your copy that a user can click on to go to another place on your website (try to incorporate keywords into these links).

• Makeupdates…lotsofthem! Perhaps most importantly, make frequent updates to keep your content fresh and relevant for humans and search engines.

The more valuable content you have on your website, the higher your ranking. Write localized articles to help job seekers find jobs in your area. Discuss ways local companies can overcome business challenges. And be sure to mix in keywords throughout that content!

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implementation

“If you build it, they will come.”

but why wait?

The major search engines will eventually find your site – but it may take weeks or months. An aggressive submission plan will dramatically speed up the process and help you get results sooner.

Submit your site to the major search engines.

The major search engines (Google, Yahoo!, MSN), allow you to submit your website URL along with a short description for free. Take advantage of these free submissions. Also, Yahoo! and Google both have local business directories – make sure your company information is listed.

Hereareafewgoodstartingpointsforsubmissions:

• Google: http://www.google.com/submityourcontent/index.html

• Yahoo!: http://search.yahoo.com/info/submit.html

• MSN: http://search.msn.com.sg/docs/submit.aspx

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implementation

“ Hey look kids, there’s Big Ben, and there’s Parliament!”

Just like stubborn Chevy Chase in European Vacation, a search engine isn’t going to stop and say, “Hey I’m lost, can you give me directions?”

The search engine may find some pages in your website easily, while others will remain hidden, unless you provide directions.

That’s where a site map comes in…

A site map is a page that shows how your website is structured, and offers links to every page on your website. An effective site map will help users and search engine robots (spiders) find all the important pages on your site. Google also prefers a specific format of sitemap called an XML map.

If you don’t have one,

add it!

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analysis

How do I know if my SEO strategy

is working?

Just look at the numbers! There are a variety of website traffic tools available to help you gauge the return on your SEO investment.

We suggest installing

google analytics

Why? Two big reasons:

1. Price. The software is fREE (but you do have to know how to add it to your HTML code).

2.Versatility. It is one of the most comprehensive analysis tools available.

google analytics will show you:

• How people find your website

• How long people stay on your website

• How many new vs. return visitors you have

• What keywords people used to find your website

• What other sites refer traffic to your website

• And much more…

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What else should i be doing?

This guide offers a basic intro to Search Engine Optimization (SEO). But, what you’ve read so far is just the starting point. Here are a few other things to consider when developing or enhancing your SEO strategy:

1. Create more inbound links The more respected websites that link to you, the higher your rankings will be. You can increase inbound links by making sure all outside job postings link back to your site, asking associations you belong to for links back to your website, and submitting staffing and workforce articles to free article directories.

2.Lookatwhatyourcompetitorsaredoing Try searching on the specific keywords you have selected and see where you rank in relation to your competitors. If your competitors are ranked higher, take time to evaluate their website. Look at their meta data, analyze their copy, and review the content they have on their website. Then define areas in which you can improve.

3.ExploreSocialMedia Consider joining networks like LinkedIn, Facebook, Twitter, etc. Join industry related groups and share links to helpful posts and advice on your website. While this won’t directly impact your SEO rankings, it will drive more traffic to your website, which is another factor search engines consider when determining a site’s ranking.

4.UpdateYourContent Remember that Content is King. You need a plan in place to continually update your site with relevant content. A great and simple way to do this is through a blog or other type of content management system.

5.CallHaleyMarketingGroup We specialize in SEO specifically for the staffing industry. We will help you develop a strong and targeted SEO strategy including necessary copywriting and content development, website programming, and search engine submissions.

Simply contact us at 888-696-2900 – we’ll be happy to answer any questions you might have and discuss an SEO plan appropriate for your firm.

Want to see where you rank compared to your competitors? Contact us today for a free SEO Competition Analysis.

Clickheretoreceive moreinformation.

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about Haley Marketing groupAt Haley Marketing, we are staffing industry specialists. We offer a range of services to satisfy the marketing needs and fit the budgets of all kinds of staffing firms.

We founded our company with a simple mission: to make great marketing more affordable. Whether you’re looking for an effective way to stand out from the competition or you just need a new website or brochure, we can provide it.

Our services include: • Directmail

• E-newsletters&Emailmarketing

• Websitedesign

• Websitecontent

• Integratedstaffingcampaigns

• Marketingstrategy

• Creativeservices

Solutions to the staffing industry’s challenges.

Prices YOU can afford.FOR mORE INFORmaTION, call US TOdaY.

1-888-696-2900www.haleymarketing.com