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2022 SEO Recruiting Strategy Tips Part 3: Research, Google EAT, and UX

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We’ve got even more SEO recruiting strategy tips coming your way! This third post in the series discusses how to incorporate your research, how to apply Google EAT, and why you should consider user experience metrics.

Missed the previous posts in the series? Check out the other installments here:

2022 SEO Recruiting Strategy Tips Part 1: The Fundamentals and Search Intent

2022 SEO Recruiting Strategy Tips Part 2: AI, Trends, and Keywords

Put your research to work.

Once you’ve done your research, capitalize on search trends by becoming a trusted source of great information for job seekers – and incorporate semantic search best-practices to ensure that content gets found:

  • Add web pages dedicated to relevant topics.
  • Add blog posts and other educational resources on these topics.
  • Re-optimize and refresh your existing content to include new search terms (thread these keywords throughout your content, subheads, and metadata).

Apply Google EAT to your content.

Google uses an acronym called EAT to determine how well your content should rank. As you create new content, make sure it fulfills these three aspects of what Google considers to be rank-worthy content:

  • Are you writing great content that answers people’s search queries?
  • Are you an authority on the topic? Do you cover a variety of related issues? Are others sharing your content?
  • How reputable are your brand and domain? How long are people dwelling on your site? Are others sharing and linking to your content?

Consider user experience.

Google pays attention to what users do when they arrive on your site. If people bounce (defined below), Google assumes it’s because they didn’t find what they needed – and you’ll be penalized.

These user-experience metrics matter to Google and will directly impact your SEO:

  • Click-Through Rate (CTR). The percentage of people who clicked on your website when it appeared in search results.
  • Dwell Time. The length of time that people spend on your site.
  • Bounce Rate. The percentage of people who leave your site after visiting only one page.

So, once people enter your website from a search engine query, they need to have a great experience consuming your content and interacting with the elements of your site (e.g., forms, buttons).

To improve SEO – and ultimately drive more targeted traffic and conversions – pay attention to these aspects of job seeker UX:

  • Pay attention to page structure. Ensure visitors can easily find what they’re looking for and take action (CTAs should be clear and visible). Make it simple for job seekers to:
    • Search jobs
    • Apply to jobs
    • Submit a resume without having to attach it to a job
    • Contact you
    • Download .pdfs
  • Make sure every page has a single purpose. Provide Google with the clarity and context it needs to properly index and rank your pages. If you have multiple offices and provide staffing in a range of specializations:
    • Dedicate specialty pages for each area of specialization (e.g., administrative, manufacturing, professional, supply chain, IT).
    • Dedicate location pages that focus on capturing traffic from people searching for staffing firms in your geographic area.

Up Next: 2022 SEO Recruiting Strategy Tips Part 4: Maintenance, Analysis, and Content

Why should you commit to ongoing maintenance? Why perform competitive analyses and embrace long form content? We have the answers and more in our next post! Don’t want to wait? Check out the full article here!

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