“What should I be doing about SEO?”
We get asked this question a lot. It’s almost inevitably part of the discussion with any new prospect or client. It’s a reasonable question and one you’d reasonably expect anyone managing a digital project to ask. After all these people are not SEO experts, they’re expert recruiters, designers, PR people …or whatever other industry they come to us from.
So it’s a question we’re used to hearing, but here’s the interesting part – often we sense some unease behind the question – people feel they ought to be doing something about SEO, but aren’t sure what. They’ve been lead to believe they really need to think about SEO. True. They often been persuaded in the past to pay for (sometimes mysterious) monthly SEO services. Slightly greyer area.
“So SEO is important but I don’t need to pay for it?”
Possibly. Ten years ago SEO was something of a black art that responded well to the tweaks and adjustments a well-informed expert could make. Reverse Delta was amongst the people queuing up to offer SEO services to clients. Right now in 2015, our mantra is very much ‘Content is King’.
These days Google behaves less like an engine meticulously checking website code and a lot more like the rest of us — it’s looking for interesting, regularly updated content, built in a way that’s easily discoverable.
Two key points:
We already know what the search engines are interested in, so we build as much as we can into the core product. The sites are well-formed, keyword rich, with all the titles and tags in place from day one.
Another advantage of a job site is that the content is always growing. Once a job has been filled or expired, it can be archived rather than deleted. This means that Google never finds a dead link. Your candidates finding an old job can’t waste their time applying but instead are shown similar jobs they may like.
All this adds to up to an incredibly rich, ever-growing source of interesting content we know Google loves.
Something else clients say:
“I want to be number one on Google!”
Again, understandable, but this one is more tricky. There are lots of people all contesting the same spaces and only one Number One slot – some of those people you’re up against may also have deep pockets. A better metric is to be top part of the first page of results, for a search term you can really own.
For example, it’s a lot easier and a lot more relevant to rank highly for ‘PA recruitment Northampton’ than it is for ‘recruitment’. You could spend a lot excess time and energy chasing the latter …and you’d almost certainly be wasting your time. Pick the relevant keywords you want to be found on.
Your business undoubtedly has a niche. It’s a question of identifying that niche and owning that territory.