Many staffing firms are happy to see a nice spike in website traffic.
After all, if you get more people to your website you should get more applications. You should see more online form submissions. You should get more interest from employers. Right?
Well, that all depends on whether you attract the RIGHT people from the RIGHT places.
Local and regional staffing firms should pay close attention to where their website traffic is coming from. Let’s say you’re a regional staffing firm with five offices throughout Western Pennsylvania. What good is traffic from India going to provide? What good is a huge increase in traffic from the Western U.S., if you don’t do business there?
Unfortunately, just looking at top level statistics like overall website traffic could lead to a false sense of security. So what should you do? Dig deeper…
How can I tell where my website traffic is coming from?
Luckily, you don’t have to guess where traffic is coming from. If you have Google Analytics installed on your website you can tell! To see what areas of the world people are accessing your site from, just follow these steps:
- Log into your Google Analytics account and view your website analytics.
- Change the date range so that you’re looking at more than just one month of data (I prefer 6+ months).
- In the left-hand column under Audience>Geo, select the option for Location:
- By default, Google will show you a world map but directly under that map, you can drill down to specific countries and cities.
Once you’ve followed these steps, here are a few key things to look for:
- Ensure your traffic locations match your business mix.
- Identify top performing offices/locations.
- Look for changes in traffic volume over time.
- Identify marketing trends, SEO trends, content trends that may be leading to higher/lower volumes of traffic from key locations.
Marketing Analytics for Staffing and Recruiting Agencies
Want more tips on how to determine if your marketing is performing well for your staffing or recruiting agency? Be sure to watch our recent webinar that walks through how to measure the most important marketing metrics for staffing agencies: