Staffing Firm SEO and SEM: Back to the Basics
What is SEO and SEM? Why is it so important? Everyone should have SEO/SEM in their digital marketing strategy, but if you’re not utilizing it correctly, it won’t have any impact on your business. SEO/SEM are designed to have a positive impact on your staffing firm’s website traffic. Here’s what you need to know.
Search Engine Optimization (SEO)
We should all know what SEO is, but if you don’t, it’s a method used to increase your website’s positions on search engine results pages. This includes Google, Yahoo, Bing, etc. Developing an SEO strategy for your staffing firm is very important if you want your website to be seen by others. The truth is, if you’re staffing firm’s website is not ranking well on search engines, it’s not positively affecting your business. For example, if someone searches “staffing firms boston”, they will likely click on the first links they see on the first couple of pages. If your staffing firm is on page 10, the fact is, no one is seeing it. If you have a good ranking on search engines, it can have an incredible impact on your business.
So, I guess the next question is, how can you increase your website’s SEO? Well, the answer is simple. There are a range of modern tools to use to drive your SEO. Some tools we recommend you use include Google Search Console, Google Analytics, Google Schema, and Yoast SEO. These tools track your website’s performance, giving you the information you need to increase SEO results. Google Search Console is a web service that allows you to check indexing status and optimize the visibility of your website, ultimately allowing you to monitor your sites appearance in search results. This tool also gives you the option to find and fix technical errors as well as submit sitemaps.
Another tool that helps you monitor website traffic is Google Analytics. This is another modern SEO tool that we highly recommend you set up for your staffing firm’s website if you have not already. Like I said, Google Analytics is used to track website traffic and allows you to analyze the visitors in great detail. This tool provides data that your business uses to drive SEO performance. You can also boost your website’s SEO by using a tool called Google Schema. Schema is something you put on your website to improve the way search engines read the pages on your website. Lastly, comparison SEO tools, including SEMrush and Moz, are also used to increase SEO results by comparing your search engine results with competing companies.
Improving your SEO starts with the back-end of your website. For each in page in your website, you are able to add multiple elements to drive your search engine rankings. Adding alt tags, image alt attributes, meta descriptions, and meta tags to each page of your website drives your SEO in the direction it needs to be in. In addition, using the modern SEO tools previously listed helps you ensure that you have pages being indexed, which is the process of adding your web pages to Google search. It’s also important to remember your sitemaps and to make sure they are always working and up-to-date. This is another feature that informs search engines about the pages within your website.
To make all of this happen on the back-end of your website, use an SEO plugin like Yoast SEO. This WordPress plugin allows you to become an SEO professional when it comes to managing your website. Yoast SEO gives you the basic SEO features that ensures your website is featured in search engines.
SEO is not strictly for the back-end of your website. Front-end SEO is visible to everyone who visits your staffing firm’s website. The biggest part of front-end SEO are the keywords. I cannot stress enough how important keywords are. When creating your SEO strategy, create a list of keywords for your website and implement them accordingly. A specific keyword should have 3-5 mentions per page. It’s important not to repeat the same keyword on different pages within your website as it decreases your SEO results. Another front-end tactic is to place links within your website. This should include linking other pages within your website, called internal links, and links to other websites, called outbound links. These are just more tactics that drive your SEO efforts.
Search Engine Marketing (SEM)
At this point, we should all know what SEO is, but what about SEM? Search Engine Marketing (SEM) is the promotion of your website through paid advertising. It’s yet another series of tasks that allows for your staffing firm’s website to appear in search engine results. There are many keys to generating quality SEM, including:
- Defining and targeting your audience
- Restricting to your geographical area
- Building strong calls-to-action
- Creating landing pages for tracking
- A/B testing your ads
- Google Analytics workflows
If all of these are put into effect within your paid advertisements, you will gain the attention of not only your target audience for organic traffic to your website, but also search engines to highly rank your site.
SEO and SEM are a huge part of a digital marketing strategy and must be utilized to increase your website traffic. If your staffing firm needs assistance with SEO, SEM, and your overall digital marketing strategy, feel free to reach out to us. Good luck out there.
About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.