In full disclosure, I am not an expert in search engine optimization. (We leave that to Dan.) However, for as long as I can remember, I am a numbers person. (My dad told me I used to read the baseball statistics in newspapers when I was four.)
Being a numbers person, it’s easy to see I have a love for anything data-driven, and Google Analytics provides an overload of data and numbers.
Working with one of my clients, NRI Staffing, their website traffic was decreasing over an extended period of time:
Having worked with them for a number of years, our relationship had developed to a point where they trusted the Haley Marketing Group with our recommendations on what we felt would work to reverse that trend.
NRI Staffing’s website was designed and optimized in the second half of 2012, which is five years ago. Think about it – do you search for the same things now that you did five years ago? (Let’s also not ignore the change in the staffing industry in the second half of 2015 when finding skilled candidates became more difficult! Everything changes quickly in the digital world. Search engine optimization is no exception, as SEO is a process and not an event.
So what did we do for NRI Staffing? This is where it gets a little nerdy:
- Analyzed the current website
- Conducted updated keyword research
- Implemented those keywords throughout the website
- Set up Accelerated Mobile Pages (AMP)
- Ensure Google Location pages were created and optimized for each location
- Implement Cloudflare
- Analyze/fix backlinks
Here were the results:
Overall Traffic Increasing (the arrow shows when the SEO was changed)
Organic Traffic Increasing (the arrow shows when the SEO was changed)
2nd Quarter 2017 vs. 1st Quarter 2017
As I said at the beginning, I’m not an SEO expert. But I am pretty good with numbers. In seeing the long-term drop in website traffic for NRI Staffing (which was a combination of SEO, job market changes, fewer candidates looking for jobs, etc.), I knew we had to address something to reverse that trend. Updated SEO proved to be the answer.
With search engine optimization becoming more and more of a competitive area, analyzing the SEO of your staffing agency website should be high on your list. If your SEO is from a number of years ago, now is the time to evaluate it. Job seekers aren’t using the same terms they used in 2013 that they are using in 2017.
So why should your website be optimized that way?