As a digital marketing expert specializing in SEO and SEM, I've dedicated countless hours to analyzing and enhancing websites' performance. Recently, I took a deep dive into an IT recruitment website to uncover its SEO strategy's strengths and weaknesses. Here's a detailed breakdown of my findings and my strategic plan to boost its search engine rankings and overall online presence.
Analyzing the Current SEO Landscape
I began my assessment by reviewing the website's current SEO setup and comparing it to the top competitors in the IT recruitment industry. It quickly became evident that minimal SEO work was done on the site. This realization was disheartening, as I expected more robust optimization efforts given the industry's competitive nature.
I examined the top 10 competitors, focusing on their page count, blog activity, backlink profiles, traffic, and keyword rankings. The top three competitors provided a clear picture of the direction we should have been heading. They had well-structured pages, high-quality backlinks, and targeted content that attracted significant organic traffic.
Identifying Technical SEO Issues
One of the most glaring issues I discovered was the poor technical SEO. There were numerous duplicate titles, headings, meta descriptions, and missing or broken H1 tags. On the homepage alone, H2 tags were misused, likely because the designer wanted certain text to stand out visually. However, this misuse of H2 tags undermines the page's SEO potential since these tags should contain primary keywords.
Fixing these basic technical issues is essential. Properly structured H1 and H2 tags are critical for search engines to understand the content hierarchy and relevance.
Content and Keyword Optimization
Content is king in SEO, and the current website needs more optimized content. The first step is to build pages around the main keyword, such as "IT recruitment," and create geo-targeted pages like "IT Recruitment Sydney" and "IT Recruitment Brisbane." This approach will help capture local search traffic and improve visibility in specific markets.
Additionally, the website needs more SEO-optimized service pages. Surprisingly, the existing SEO campaign overlooked this fundamental aspect, which is crucial for ranking and attracting the right audience.
Backlink Strategy
A significant part of any SEO campaign is building high-quality backlinks. Unfortunately, the backlinks the website has received are of low quality and possibly sourced from platforms like Fiverr. High-quality backlinks from reputable websites are vital for improving domain authority and search engine rankings. It's time to invest in acquiring quality backlinks through content marketing and outreach.
Analyzing Competitor Strategies
Understanding competitors' strategies is crucial to outperforming them. I looked at their page structures, service pages, and content. For instance, clicks.com.au, one of the top competitors, has a robust content strategy with well-optimized pages that have aged well over time despite some old content beginning to lose relevance.
By analyzing these competitors, we can identify keyword gaps and traffic opportunities. To compete effectively, we need to create similar or better-structured content.
Implementing Local SEO
Local SEO is another critical area for improvement. Creating and optimizing geo-targeted pages will help capture local search traffic. These pages should be optimized for specific cities and include localized content and keywords.
Leveraging Google Ads
Given the current state of the SEO campaign and the urgency for results, I recommend pausing the SEO efforts and focusing on Google Ads for immediate lead generation. Creating targeted landing pages for key terms and running ads can provide quicker results. This approach will help build trust with stakeholders and provide a proof of concept while we work on the long-term SEO strategy.
Building High-Quality Content
Publishing high-quality blog posts regularly is essential for staying relevant and engaging with the audience. Content should address industry trends, job market insights, and career advice. This will attract potential clients and position the website as an authoritative source in the IT recruitment industry.
Tracking and Analytics
Finally, it is crucial to track and analyze the performance of our SEO and SEM efforts. Tools like Google Analytics and SEMrush will help monitor traffic, rankings, and conversions. This data-driven approach will allow us to refine our strategies and ensure continuous improvement.
Conclusion
Improving the SEO of this IT recruitment website requires a multifaceted approach, addressing technical issues, content optimization, backlink quality, and local SEO. Implementing these strategies can significantly enhance the website's search engine performance and drive more targeted traffic.
Let's connect for a quick call to discuss this strategy and tailor it to our needs. This approach addresses immediate SEO issues and sets a solid foundation for sustainable growth and improved rankings in the competitive IT recruitment industry.
I'm excited to see the positive results that these changes will bring. Talk soon!
