Utilising SEO and PPC to find engaged audiences.
Finding Engaged Audiences.
Finding the perfect candidate can be difficult in what is an ever-changing online landscape. The drive to ensure recruitment marketing efforts stay digitally relevant to reach the right audience at the right time will remain a vital part of successful recruitment campaigns.
Online users can be separated in to active and passive users, which in the context of a recruitment push, would be a group of people actively searching for the type of job you are advertising, and a group who may display online behaviour/express interests that indicate they could be interested if they were to be engaged with online through targeted advertising.
For the purposes of this article, we will focus on active users, those who are job hunting and looking for that opportunity you may be offering. Presenting yourself to these users, ahead of competition, is the key to obtaining their applications and potentially their services.
The SEO Solution.
When it comes to these active users, the key is to target high volume search traffic for companies and candidates looking for a recruitment agency, with these terms being less competitive. For example, identifying phrases such as “IT recruitment agency” that may come through the algorithm as being highly searched terms. Tailoring content to include the most searched terms is key to obtaining some kind of spotlight within a user’s google search, and consequently a successful SEO campaign.
When it comes to creating this SEO driven website, we use what is known as the “Three Pillars”. These being:
- Technical. A site needs to be easily readable by search engines and deliver a positive user experience through sufficient operation and web performance. This means making your website easy to navigate, with strong CTA’s.
- Content. Onsite content must contain keywords you have identified as being particularly popular searches online. Long form engaging content is most effective for being able to include as many keywords as possible, while keeping user interest once onsite.
- Backlinks. These act as votes of confidence from one site to another. The more votes of confidence your website receives the more rankings it will attain. Leading on industry innovation and obtaining sector publications are powerful ways of building online presence in your field.
Overall, SEO is best suited to long term organic growth, whereby inclusion of keywords, high quality website content and a user-friendly interface, leads to long term organic growth and consistent user traffic. It differs from PPC in that there is no direct platform advertising, delivered by 3rd parties. It is very much your own content, which, when done well from an SEO perspective, leads to an independent and successful marketing operation.
The PPC approach.
PPC is all about instant traffic and paying for your place among the feeds of your audience’s online platforms.
Handling over 2+ trillion searches per year, Google allows you to reach people looking for solutions that you have the answers for. Through a paid service, Google will allow you to implement a highly targeted search strategy to reach potential job searchers across Google. This will allow you to drive search traffic through to key job application pages where the user will be able to take that final action.
Other sites such as Bing or Ecosia should be utilised as part of the campaign, to cast a net over the users who are not reachable through a Google based approach. Bing Ads reach 6.3million searchers that are not reached with GoogleAdwords. As for Ecosia, it averages more than 98 million views per month with a predicted steady 3% growth every month. A key benefit to Ecosia is that almost 60% of their users are between 18-34 years old meaning you can target a younger audience for 20% of the cost of Google PPC.
The SEO/PPC Relationship.
SEO and PPC take different approaches to the same goal. This is obtaining website traffic, engagement and conversion from your desired demographic. Incorporating both into a recruitment marketing strategy is vital to meeting both short term and long term goals. A company that is capable of utilising both avenues is one capable of delivering immediate results, while growing organically long term and becoming an independent hub of user engagement.
Get in touch today to learn how we can help you with your digital strategies.