Category: Search Engine Optimisation (SEO)

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Google is stealing your data! But here’s what you can do about it

By Dave Haygarth   February 25, 2020  

There’s no doubt about it, data is one of the most valuable commodities in the world - the Economist announced in 2017 that it is now more valuable than oil.  And who is dealing with the largest amount of data in the world - yes, search engine giant Google.

Google is fully in our lives now - according to Hubspot, over 92% of searches are conducted on Google.  Google is built on all Android operating systems and we think that Google Assist will continue its massive growth and be huge. Google is here and it’s here to stay.  We wanted to talk a bit more about Google for Jobs and what it means for recruiters.

Reverse Delta’s Operations Director, Dave Haygarth gives his thoughts in this blog post about the opportunity Google for Jobs will provide for recruiters and what the implications are for the wider industry.
So, what does this mean for recruiters?
Like it or not, this is how things are going for jobs now. There’s not a lot we can do about the big blue box coming up when we search for things. It’s happening in a range of industries though, such as retail, airlines, hotels.  It’s not personal to recruitment, Google is simply capitalising on the worth of people’s data. We may not like it, so we just need to play along or you won’t be able to play at all!
Will you still need a recruitment agency website?
Absolutely? As a recruiter, you will need to be able to receive the application and manage the candidate through the recruitment process. Your recruitment agency website is so much more than a repository for promoting jobs.

Plus, in order to put your job visible in Google for Jobs, you need to post it on a website first. Luckily, Reverse Delta’s award winning website design platform, FXRecruiter, automatically makes your jobs visible in Google for Jobs, so it’s one less thing to worry about - write a brilliant job description on your recruitment agency website and it’ll look (and work) great on Google…and if you don’t put the jobs on your recruitment agency website, your competitors will be doing and they will get all the applications, not you!
Will Google disrupt the recruitment industry?
Well, it is a case of wait and see, but my theory is that the job boards are more likely to be under a bigger threat. We know that sites like CV Library have done a massive project to analyse the data they currently have so that they can put more sophisticated algorithms together that follow people through a logical career journey, so fingers crossed, this investment and superior logic applied within a niche will ensure their success continues and competition remains in the marketplace.

There is also a potential threat to LinkedIn, although the social networking tools that they have developed should mean their user-base will remain loyal.  It’s unlikely that Google will go back in this direction after their well-documented attempts to grow a social network through the ill-fated Google Plus. But, what they did (and continue to do) by integrating search into our lives so easily, is actually going to give them much better results than another social platform. 
Where will job-seekers apply for roles in the future?
Moving forward, Google for Jobs is a transition piece right now. In a dystopian future, it’s feasible that you (the recruiter) may not control where people apply. Google could develop an “Apply on Google” option which will keep people on Google, and their data would sit outside of your website.  Gone are their chances to visit your site and follow your own carefully crafted calls to action - to make the candidate yours and bring them into your brand and experience.

This could mean that retaining the user on Google will ultimately be the name of the game (for Google).  However, if your agency has a good reputation, I would hazard a more optimistic guess that most candidates would opt to apply for a role via your website, rather than Google.  Given the growing concerns about how voice assistants are listening and stealing our data, this is a real opportunity to show that your recruitment agency is a better place to apply for a job and to get that more personal touch - your expertise.
How does my FXRecruiter website work with Google for Jobs?
When you post a job to your recruitment agency website using FXRecruiter, they will automatically be as Google-friendly as possible (they are built with Google for Jobs schema microformat if you REALLY want to know).

Given our extensive SEO knowledge which is baked into FXRecruiter, you can be assured that job titles and keywords are placed in to our code exactly where Google is looking for them.  Plus, the built-in jobs archive provides a massive “vault” of previous roles which will help you to perform well in Google. Basically, an expired job may come up in a search, but the candidate will be automatically directed to a similar role that is still live.  
Is there anything else my recruitment agency website can do to help me get results?
I’d definitely recommend making sure your sitemap is up to date as this tells Google all about your website, so that it’s easy for the robots to crawl through your site and rank it.

And, there is so much data that you can get from Google so make sure you’re checking out your stats. Google’s Search Console will help you to track the amount of clicks and views your postings are getting and make sure it’s running correctly!

If you want more information about the brilliant SEO capabilities in the FXRecruiter platform, get in touch with one of our SEO tech experts on 08000 199737 or sales@reversedelta.com.

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How to optimise your recruitment agency website for voice search

By Rachel Allen   February 25, 2020  

Following on from our recent blog post about Google for Jobs, we wanted to explore the idea of Google and the impact it has on the recruitment sector a little more.

Voice recognition is growing fast as the technology gets more sophisticated. Here are a few stats to back this up:

78% of millennials use a mobile device to search for jobs now and other demographics are following closely behind. 
By the end of 2020, it’s estimated that 50% of all searches will be voice-activated
Also, the market is reportedly worth $150 million globally

So you can see, voice-activated searches are massively on the rise, so if recruitment agencies want to ensure they are attracting active candidates for roles, it’s a good idea to optimise your recruitment agency website to make sure you’re coming up in the growing number of voice-activated searches. Content marketing and making sure you’ve got a good basis for SEO (Search Engine Optimisation) within your recruitment agency website will be critical if your recruitment agency is going to perform well in voice-activated search.
Back to basics - understand your customer
This sounds really obvious, but it’s worth making sure that you REALLY understand your audience’s pain points and address them in your job posts and blog content. Attention spans are short, so you need to make sure you’re writing your content in a very clever way to make sure it appears in their search earlier, as it will get your website more traffic.
Use long-tail keywords
We don’t want to go too far into the tech elements of SEO (it’s very complex), but in simple terms, you can write ‘long tail’ or ‘short tail’ keywords in order to help people search for your content.

Long tail keywords: “How can I find a digital marketing job in Central London?”

Short tail keywords: “Marketing job London.”

You can see here that the long tail version is more of a question and it uses How at the beginning, which is another good tip to make sure your jobs and content perform well in voice activated searches.

The short tail version is much briefer and more along the lines of how somebody would type a search into a search engine. Research shows that people ask their device question in the long tail format, so it’s wise to make sure your web copy and job descriptions reflect this. Write your job descriptions to include “how, what, why and when” if you can, but not as the opening sentence. Also build landing pages for popular job searches, that aim to answer questions. Want to know more about the ‘Question’ schema? Talk to us. 
Location, location, location
We’ve touched on this already, but for your job ad to be successful, it needs to have an accurate location included so that you maximise your position on Google.
Make the most of the inbuilt SEO of your site
We’ve written countless articles on how to present jobs well for search engines, and writing well-formed descriptions and job titles following simple rules is an area worth investing your time in.  
What is the impact for recruitment agencies?
We’re inclined to say that voice search is unlikely to replace text search, but it’s worth making sure that you’re optimising the opportunity.

Voice activated search has become a fast growing trend and there is the potential that the upward trend could go downwards at some point. So, our advice would be to keep a watching brief on it, utilise voice activated search if you can, but don’t forget going back to basics by following some of the tips in this blog.

We’d also say that some of the voice activated software can bring about results that are dubious in terms of quality.  Our team had a bit of fun recently playing around with different devices and seeing what came up:
Dave Bancroft - Managing Director
Dave asked Siri (on Mac OS) to “Find me a project manager job in London.”

Siri didn’t find any matching positions.

He also asked Siri to find a project manager vacancy in London. Again, he didn’t get any matches.

Dave also asked Alexa Dot (via iOS App):

Find me a project manager job in London

“Bong” - nothing

Find me an IT recruitment agency in London

Alexa reads these out on the Dot, and displays them in the app.  Misheard as “ITV”. Results are poor!
Dave Haygarth - Operations Director
Dave tested Google Assistant via the Android app. His results varied:

“Find me a job in marketing in Blackburn” got good results as a job type and a location was included, but the results showed up trainee, executive and manager level roles.

His next search was “Find me a job in Digital Marketing” which was more specific, but wouldn’t be useful unless you were looking nationally.

“Find me a job” was a very vague search and resulted in Ad based posts only.

Are you using voice-activated search in your recruitment agency? What results are you finding? We’d love to hear from you - put your comments in the blog and we can do a follow up with some insight from the sector.

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Make sure your recruitment website gets you more clients in 2020

By Peter Morrow   January 23, 2020  

We've written a blog about how your recruitment website can help your business to grow in 2020, with a very strong focus on ways to reach and attract your candidates. Your recruitment website is also a brilliant business development tool. We’ve got 9 ways that your recruitment website can help start more conversations with potential clients.

Do you answer your client’s questions?

The client wants to know how you can add value to their business, so make sure your content is focussed on their problems and how you can solve them. By default, talking about your clients will give you lots of sector-specific keywords, which will help your website to perform well on search engines.

Can your client find the information they need easily?

Putting some thought into the design of your recruitment website will make sure you are getting the right message to your client easily. The aim of a website is to allow a client to find out enough about you to make them want to get in touch with you. Don’t go in to so much detail that they switch off! A clear design with a sitemap for your clients is a great way to start. Make sure you answer their questions and provide clear links (and articles/blog posts) so that you can explain key issues in more detail.

Play your blog content to attract clients.

Be consistent by offering value-adding blogs that are topical and relevant to your target audience. If you’re lucky enough to be a creative writer or have someone on the team who can do this then create a process, otherwise delegate it externally. Reverse Delta now offers content marketing and social media packages designed for recruiters and this is a great way of making sure you put content out regularly. Every time you think of a good blog, record it and be clear what the key message is. Create a pipeline of future blogs and aim to have 3 to 6 months of ideas for articles to be written.

Link your blog to your social media.

And make sure you ask your colleagues to do the same. The audience is potentially free, and if your content is good, you’re being of value to the reader. Great!

Support a struggling sector.

If you have a sector that’s struggling to gain traction amongst your many stronger specialisms on your main website then it might be worth breaking it out into its own website and gain the benefit of building the right content and links around it. A pecialist website will perform best for Google and it will improve your reputation and your brand. Our FXRecruiter software can allow you to operate two or more websites under a single CMS, so it’s easy to manage but will perform better.

Offer to showcase your client’s brand.

A recruitment microsite will support you with your client’s recruitment campaign as you can direct candidats to a separate, branded microsite just for their jobs, which could be a great selling point for you as an agency. Managed entirely within FXRecruiter, client microsites equip you to create powerful and engaging jobs websites focused on your client with total control over set-up and editing, adding logos, video, images and other content.

Show them your candidates!

Offer clients a look at your talent through a talent board. Showcase your candidates to your clients with anonymous profiles and beat your competitors to fill their vacancies.

Put the control in your client’s hands.

Equip clients to post new jobs and manage live ones, search candidates, create new candidate alerts and review applications, by having a client portal. Offer employers with in-house recruitment teams an added-value service, while keeping your internal costs low.

 

If you want to talk to one of the Reverse Delta experts about improving your website to help you reach more candidates in 2020, contact our team at sales@reversedelta.com or call on 08000 199 737.

 

Peter Morrow is Commercial Director for Reverse Delta. Follow Peter on LinkedIn or email peter.morrow@reversedelta.com.

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Improving your recruitment website for business growth in 2020

By Peter Morrow   January 21, 2020  

For all recruiters, getting the word out there about how you add value to your clients and showcasing your amazing jobs are the biggest priorities for your recruitment agency website. In a highly competitive market, how do you entice new clients and job seekers to your site, over your competition’s? In this blog post, we explore 8 brilliant ways that you can get your recruitment website ready for business growth in 2020 giving your consultants a pipeline full of candidates!
Write quality job adverts.
This is a sure-fire way to get more applicants! Invest in coaching and training to get the desired quality standard of job advert content.
Are you advertising all your jobs?
It surprises me that one of the most common topics with recruiters is “how do I ensure my consultants are publishing every job?” Even if the consultant has an ideal candidate to put forward for interview, every job that you publish will attract more traffic to your website, which of course means more registrations, applications and more placements! Working with your consultants to explain the importance of all roles going on the site is crucial – it will give them more potential candidates to work with on other roles and support your site’s SEO efforts.
Are your adverts Google for Jobs compliant? 
To see if your job adverts are compliant to Google for Jobs schema microformat, check a job page URL here.
Auto SEO for job adverts.
Google likes URLs that humans can read simply without lots of characters. If your job urls are full of characters and difficult for humans to read, then your roles might not be performing as well as they might if you had a new Google for Jobs’-friendly website. Our FXRecruiter software automatically inserts job titles and keywords in the URL for your job advert.
Personalised job notifications.
Offer your job-seekers one-click sign-up for multiple notifications matched to their personalised searches. This makes it easier to engage with your candidates and potential candidates and shows your clients that you’re serious about nurturing ongoing relationships.
Are you offering value to your candidates?
Offer helpful/useful content for your job seekers. Attract candidates to your website with blog & content marketing that is relevant to them such as “preparing for a job interview” or sector relevant content such as “what skills do you need for a career in finance” or by location “what’s it like moving abroad to work”. Our FXRecruiter software can advertise the most relevant jobs to the job seeker on content pages and help you convert more traffic to placements.
Reach candidates with engaging videos.
Video is an increasingly popular format and is set to grow in 2020. Get more shares across social media and drive even more candidates to your website by using video content. FXRecruiter has video job adverts capability which will help you to share jobs on social media, meaning your roles reach more people.
Support your SEO with a niche landing page.
A landing page on your website can attract more candidates if you fill the content with niche keywords. A recruitment campaign landing page can be monitored and tweaked quickly and easily through your recruitment website content management system. This gives you complete control of your campaigns – no need to speak to your web designer every time you need to start a new campaign!

 

If you missed it, I wrote this blog post about creating a recruitment website and these tips are still relevant today 10 tips on creating a recruitment website in 2019. And we’ve also written a blog post about improving your recruitment website to attract more clients.

If you want to talk to one of the Reverse Delta experts about improving your website to help you reach more candidates in 2020, contact our team at sales@reversedelta.com or call on 08000 199 737.

Peter Morrow is Commercial Director for Reverse Delta. Follow Peter on LinkedIn or email peter.morrow@reversedelta.com.

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Google for Jobs being investigated by EU over anti-competition allegation

By Peter Morrow   August 29, 2019  
Google in trouble for using its market dominance to promote its own search tools ahead of established job aggregation sites. A complaint made by twenty three jobs-search sites at the beginning of August has asked the European Commission to temporarily order Google to stop anti-competitive behaviour, while it investigates the issue.Since its launch, numerous complaints from rivals have alleged anti-competitive behaviour, deliberately pushing them down the search ranking, increasing their costs, stealing users and ultimately affecting their profits.Alternative views suggest that Google has brought competition back to the job advertising market and the benefit of recruiters seeing better matching of job seekers to jobs.Google for Jobs - launched in 2018 in the UK - places a widget at the top of searches, that filters and saves vacancies aggregated from many sources. For businesses to have their jobs advertised on Google for Jobs, they must present the job details using ‘schema microformat’ on their website for Googlebot to read them. While many job-search sites charge recruiters for advertising their jobs, Google does not ...although competitors point out that after the opening shot to gain dominance in the job market, it may start charging for advertising to create a revenue stream.Savvy recruiters have seen an opportunity to cut costs (a competitive advantage) and reduce their spend with job search sites while ensuring their recruitment websites are compliant with the Google schema.Google for jobs image Fall out There are indicators that some competitors have seen a decline in traffic. Recruit Holdings (owner of Indeed) has lowered its forecasted sales for 2019/20, while traffic has declined 5% since 2016. Steps taken by the company include boosting advertising.While Monster has seen an increase in traffic by conforming to Google for Jobs requirements. Steps taken by the company include asking recruiters to improve the content on their job postings to generate more clicks. Our guidance here.Google has been under pressure from the EU and other regulators for anti-competitive practices before. The EU has previously fined Google a total of £7.64bn, in similar anti-trust cases.The EU has spoken to Google before about its job search tool and the company stated it had made changes, linking directly to job offers available on a single site and offering direct links to third-party job sites.Despite the threat of large fines, Google for Jobs is here to stay!If you’re interested in having a website that works with Google for Jobs, call one of our experts on 08000 199737 or email sales@reversedelta.com.More here: https://www.bbc.co.uk/news/technology-49483655 https://www.reuters.com/article/us-eu-google-antitrust/eus-vestager-checking-to-see-if-google-favors-own-job-search-tool-idUSKCN1VH133
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The secrets of SEO success – to conclude

By Peter Morrow   March 14, 2019  

In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.

Most recently we talked about punctuation, here we conclude…

We know you’re busy and we all love to remember a few golden rules. These are the golden rules to writing good SEO safe copy, as we at Reverse Delta see them.

Content is king
Content is not for you – it’s for the end user – give them what they want!
Around 300 words for blogs and news, while for job descriptions between 500 and 2000 words
Keywords for page titles, keywords in headings, keywords in links.
Use pages for discreet content items
Remind yourself about plain English rules from time to time – it’s easy to forget sometimes.

If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.

Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com

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The secrets of SEO success – technical and syntax considerations

By Peter Morrow   March 13, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about layout, here we explain why you need to get punctuation right…The search engines read and store website content in particular ways and there are some basic rules to adhere to.PluralsDon’t worry too much about how the search engines read plurals. They don’t. They see “Job” to be pretty much the same as “Jobs”.Offline updatesIt’s often good to write the bulk of your text in a simple text editor (like Windows ‘notepad’) to concentrate firmly on the message, rather than presentation. Draft content should just be text anyway. Finessing and formatting should be done within your site’s content management system itself (if you have one) – this includes building links and using header tags.You should avoid using ‘intelligent’ word processors to prepare your text off-line. Microsoft Word, for example, can auto correct some things that shouldn’t be auto corrected for the web! For example, “The Designer’s Manual” is not the same as “The Designer‘s Manual”. Look carefully at the quotation marks and the apostrophe. Search engines understand the apostrophe symbol ’ but don’t read the similar symbol ‘. It sounds picky, but there might be an important keyword to you with an apostrophe in it.Hyphens and underscoresSearch engines understand hyphens and usually view them as spaces-between-words. There is evidence that using/not-using them will generate high relevant match, but not exact.  Search engines find underscores harder_to_understand and try to read them as one word – avoid using underscores.Next article we’ll remind you of the key things things to consider for SEO success…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
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The secrets of SEO success – the right size, layout & place

By Peter Morrow   March 12, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about the importance of keeping it plain, here we explain layout…On the web, we’ve all got an incredibly short attention span.On your site’s front page it is essential to have good body content of at least 200 words. Search engines use hierarchy on your site so if you put all the best bits further ‘down’ your pages, you’re missing a trick.Split long paragraphs up into simple two or three sentence paragraphs. Make use of sub headers above each paragraph (using h2, h3 tags, etc). Header tags are seen to define a page’s content to a search engine, so they’re of much more value than the body of your text.Different browsers interpret the Header tags in different ways. The format for them is always the same though:This is the HeaderThere are several different preset sizes for header text using tags. They range from H1, to H6. You should use them to highlight your chosen keywords, and try to avoid fluff words – remember, you are writing for people.Read on: Header tags are there to help you – w3schools are a great resource with simple guide to how these work http://www.w3schools.com/tags/tag_hn.aspUse of bold to emphasize words – makes it both easier to read and there is evidence that emboldened words are given a higher relevance weighting by search engines.Next article we’ll talk more about punctuation…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com
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The secrets of SEO success – keeping it plain

By Peter Morrow   March 11, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about page titles, here we discuss the importance of keeping it plain...No-one likes drivel. We won’t name or shame anyone here, but there is a great deal of it about. If your content’s not relevant to your readers, they won’t entertain reading it, but even if it is relevant, they can still be put off reading it if it’s not easy to read. Some simple rules:Use short sentences – it’s obvious. People get tangled up in long ones! Use active verbs – not terms like “two designers were recruited” – just things like “we recruited two designers” Careful with jargon – okay, some terms are appropriate for the reader, but always think carefully who that reader is. Be direct – don’t mess about with “If you’re interested, why not telephone us for further information on how to obtain a quote”, when “Phone for a quote” will do. Try not to use nominalisations – nominalisations are abstract nouns made from verbs. (Okay, so that doesn’t sound like plain English). I used one in this rule. I should have said ‘Try not to nominalise”. Use things like “The project is complete” rather than, “The project has reached completion” Use lists – on a web page, lists break up content with all-important white space. They also help make tricky, long sentences easier to read. Research has shown people do not read vast amounts of text on websites – bite size chunks will do. Structure your website so that you introduce larger pieces of text with a short paragraph and a “more >” link so that only those who wish to read it (or print it) will see all of it. Use ‘we’ and ‘you’ – not ‘our customers’ or ‘the company’, etc. Don’t be afraid to repeat yourself – if it helps you get your point across, and it’s not too annoying to the reader, then you can use repetition. Keyword repetition is not optional, but essential! (see relevant keywords).Read on: The Plain English campaign has an excellent series of guides on writing Plain English. http://www.plainenglish.co.uk/free-guides.html  Next article we’ll talk more about page layout…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector. Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
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The secrets of SEO success – using page titles

By Peter Morrow   March 8, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about relevance, here we discuss the use of page titles...Keep your page title under 60 characters. Any characters over 60 will be missing on the search results and there is good evidence that page titles this threshold have significantly less clicks. For example, if you’re a recruitment agency with a job board, don’t use the title ‘Jobs’ for all of your jobs pages. Make all of your jobs in your database have their own page, and make those pages have their own (keyword rich) title. “Permanent Graphic Designer vacancy in Wandsworth, London” is full to bursting point with keywords, makes good sense and is only 56 characters or 50 not counting the spaces. Don’t necessarily waste this title space using non-keywords such as your company name (unless of course it is a brand name that people are searching for), or common web words like ‘About’. Use things like “About our Design Jobs”.Using headingsKeyword-rich, naturally. Make use of sub headers above each paragraph (using h1, h2, h3 tags, etc – see below). Header tags are seen to define a page’s content to a search engine, so they’re of much more search engine value than the body of your text.Using linksLike headings, links have more ‘value’ to search engine results, so use keywords in your link to link to pages rich in those keywords. “Click here” is next to useless to take you to your shop page on an e-commerce site. “Shop” is better, “Buy toy Batman cars in the UK’s only specialist Batman memorabilia shop” is even better as anchor text, if that’s what you think people might be searching on. It also helps the search engines understand what the page on the end of that link is about.Keyword innovationOnce you start thinking in a SEO way, you’ll soon become savvy about how to get results in. Some people even use deliberate misspelling, which sounds like a sin in a writing guide, but could help double up keywords – but be careful where you use them. An example might be in a commonly misspelt word – like occasionally using “Chauffer” on your site as well as “Chauffeur”. Be careful with this technique… you don’t want to sound daft!Spelling differencesBritish and American English have many examples of words spelt slightly differently. Ie the word ‘colour’ in British English is spelt ‘color’ in American English. This is a complex area to get right, but use this simple rule to help you - decide who and where your target market is located and use the appropriate spelling. Next article we’ll talk more about page keeping it plain…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com 
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The secrets of SEO success – relevant keywords

By Peter Morrow   March 7, 2019  
In this article I aim to explain the importance of content for SEO and the basics of writing in SEO language so you can get it working for you and your business.Most recently we talked about Keywords, here we explain why being relevant is important...Sorry if I’m repeating myself but content is so important. They won’t come to you if you use bland, general keywords. For example, Google currently [February 2019] returns the following search engine results for these searches:These are all massive numbers (thanks Google for Jobs!) but you can see the point we’re making - more specific search queries give fewer results.Not many people might search on “SW17 South London Graphic Design Jobs”, but if you’re in the SW17 postcode area, it’s worth putting that into your keywords and your body text as well as “Wandsworth”.Longer keyword phrases often mean higher intent. For example, “design jobs” is window shopping or browsing type search – it may be considering a career change – but someone searching for “SW17 South London Graphic Design Jobs” most likely has a high intent to “buy” (or in this case find a new job). With this longer keyword phrase, you’d get less visits from the search engines, but more chance of conversion into business.Break into bite size chunksWhen the phrases get too long, it is often best to break them up. Search engines don’t pay attention to standard punctuation marks or line breaks. They read right through full stops, semi-colons, hyphens, commas without hesitation. That means you have a lot more flexibility than you might think.For example, if the key phrase you wanted to use was “design and architecture recruitment London”, it might be cumbersome or even impossible to make this readable in a normal body of text. By breaking it up with some punctuation, it can sound perfectly natural.“…our website hosts the very latest design and architecture jobs. London’s got so much to offer talented designers…”How special are you?As well as geographical constraints where they affect your work, you should pick keywords that people will search that enable your business to stand out. If there are any niches you occupy, make sure you write it down and keep writing it down! Don’t try to compete with basic keywords on their own – you won’t get on top of Google’s search results for a search like “Jobs”, but you might get nearer for niche searches like “Architecture Jobs in Wandsworth”.Next article we’ll talk more about page titles…If all of this sounds too complicated or time consuming, we work closely with Distinctly, an SEO agency with considerable experience in the recruitment sector.Interested in an SEO compliant recruitment website? Please contact me at sales@reversedelta.com or call +44 (0)8000 199 737 or for more information visit https://reversedelta.com