Your staffing website may look amazing. But if you don’t get the right kinds of visitors, it won’t deliver the results you want.
How can you make sure your site gets found by your target employers and job seekers? In this 4-part series, I share ways to increase your staffing website’s ROI with great “promotion.” For the purposes of this discussion, the word “promotion” refers to anything you do to drive traffic to your website.
Related posts in this series:
Tip 1: Increase Traffic with Smart SEO
Search engine optimization (SEO) includes everything you are doing on your website, as well as externally, to drive people to your website.
The rules have changed.
Google changes their algorithms all the time. The way SEO works today is significantly different from the way it worked a couple of years ago (and even just last year).
It’s about content more than ever.
Right now, search engines reward sites with great content – especially those recognized as a leading authority for a specific topic – with higher search rankings.
Think about the geography, the industry and the areas of expertise that you want to be known for, such as temporary help for IT professionals in your marketplace, or career advancement opportunities for accounting and financial professionals in Southern California. Then, make sure your website is filled with that kind of content.
Write more posts.
When it comes to content, more is better. Encourage everybody on your team to add blog posts. Get every job on your website. The more content you add, the more you will show up in results for different searches.
Offer content and ideas that can’t be found elsewhere.
Content that engages, inspires and positions you as a thought leader in your area of expertise creates the most long-term value. But writing it yourself isn’t always easy. While it’s not permissible to copy-and-paste content from another site to your blog, it’s perfectly okay to link to it and talk about how valuable the topic is to your audience. Sometimes all you have to be is a brilliant reporter (which may be easier for you than being a brilliant writer).
Great Content = Great Website ROI
This Haley Marketing client used blogging as part of a comprehensive content marketing plan – and DOUBLED their web traffic.
Want more in-depth information on website SEO?
Check out our Lunch with Haley training for a deeper dive into the topic.
Tip 2: Increase Traffic with Intelligent PPC
If you can’t get to the top of Google results fast enough, buy your way there.
If you cannot rank for a specific search term in your market why not try buying some attention? Pay-per-click (PPC) is a simple way to buy keywords that people are searching for and get your brand right to the top of the search results for that page.
While it is fairly easy to get candidates to respond to paid advertising, it’s a little more challenging on the employer side. Think about the types of information prospects may search for, bearing in mind that they may not be searching for a staffing company or a recruiting firm in your market. Instead, they could be searching for the answer to an employment issue like:
- How do I hire?
- How do I manage the cost of employment?
- How do we deal with the changes in the Affordable Care Act?
Use relevant content in conjunction with pay-per-click to advertise to bring people to your website and engage with your ideas.
PPC is as (or more) important on social.
Pay-per-click advertising isn’t limited to search engines; it’s also available on social media. Platforms like Facebook, LinkedIn and Twitter have huge user bases and detailed information about their behaviors and preferences. This makes it easy to get your content in front of the right people, targeting by search terms, demographics, past behavior or even names in your ATS. Here are a few things smart staffing firms are doing:
- targeted promotion of blog posts to relevant audiences on Facebook;
- targeted promotion of job openings to potential candidates on Facebook;
- targeting past website visitors, based on the web pages they visited; and
- targeting people in an ATS to reactivate candidates or solicit referrals.
Up Next: Creating Repeat Site Visitors
Don’t want to wait for the post to publish? Get the Idea Club Whitepaper: Staffing Websites: Maximize ROI with Great Content and Promotion here.