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SEO marketing is essentially optimising your website to rank within search engines such as Google. It does this via the keywords you have on your site amongst others.
The term 'keyword' most commonly refers to the words people use when they search. A keyword can be a single word or a phrase.
There are many tools available, such as Google’s free Keyword Planner, which can help build a list of keywords to be used in a campaign for SEO and content. Take a look at your own website and consider which words Google believes you rank for by logging into the adwords area. If you’ve never used this before, then this tool is highly effective in both driving free or paid for traffic (pay per click) to your site.
Once you’ve built your list of keywords, you can start to target their position by producing content written with them in mind. Renew and review these every month - it may seem like a chore but it’s well worth the effort. These keywords are the bedrock of your content strategy.
The next step is to build your SEO reputation. Establish which keywords have good volume, but are not too competitive. Ideally, you want to target a keyword that has a relatively low search volume as opposed to keywords that are very popular which although it can be difficult in recruitment, can pay off a lot.
For example, there are usually more than twice as many searches for ‘oil and gas jobs’ versus ‘oil and gas careers’, so focusing your effort on the most popular search is probably not worth your time as you’ll struggle to score high in the rankings. Choosing a keyword that has a lower volume of traffic will help you achieve a better ranking for this word. The more keywords you rank for, the higher your site’s reputation becomes, which then means that you have a better chance of ranking for the associated higher keywords.
One of the things that's great about the Volcanic platform is the inbuilt SEO mechanisms at your disposal, especially when it comes to the positioning and placement of your target keywords.
For instance, H1 tags. This a single headline is crucial for a web page; we automatically generate this field for you. By contrast, you have the option to add H2 subheadings and place target keyword copy there as well to frame your content. Furthermore, your Volcanic website will have hosts of images and designs that Google's algorithm is dying to catch. With each image on your Volcanic website, you can place a unique (but relevant) alt tag that tells Google what the image is about and - by extension - improves the searchability of the web page it's located on.
Lastly but not least, we've developed functionality strictly for recruiters that delivers SEO benefits in terms of the URL structure. Be sure to get in touch to see how our SEO structure can benefit your recruitment website.
To learn more about keyword targeting and all aspects of SEO, please download our free Recruiter's Guide to SEO.