Does your staffing or recruiting firm need to boost visibility? Do you want to build your reputation and drive qualified inbound leads? An effective search engine optimization (SEO) strategy can help! If you missed part 1 of this series on keyword rankings, website traffic and search engine visitor behavior, check it out along with the below strategies!
4. Conversions from SEO traffic. More traffic to your website is great, but who really cares if none of that traffic is converting! With Google Analytics you can look at the key conversion pages on your website – like your job application, contact us form, quote request and more. Look closely at the pages within your website that are “conversion” pages, and then check to make sure your organic search engine traffic is leading there.
5. Google Search Console. Installing Google Search Console code on your website will allow you look at key metrics to determine your SEO health. Here are some key metrics you should consider:
- Crawl Errors – This will let you know if there are any code issues or other errors that are preventing search engines from indexing your site content.
- Search Appearance – This lets you test things like structured data (markup coding), accelerated mobile pages and more. These tools will help you identify areas on your site that can be improved.
- Google Index – This will show you how many pages on your site are indexed by Google (and even have a chance to show up in search results). Ideally, we want to see an upward trend in total pages on your site being indexed. If you don’t see an upward trend, start adding high-quality content to your website to enhance your website’s visibility and improve search presence.
- Crawl Reports – This set of tools will show you how Google views your site. It will identify issues with sitemaps, crawl errors, robot files and more.
- Search Traffic – Perhaps one of the most valuable datasets, this area will show you how many times your website showed up in search queries, what pages show up and how many clicks you earned. An effective SEO strategist uses this data to determine opportunities for improved search rank and ways to improve the click-through rate (i.e., getting more people to click on your website when it does show up in search results).
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6. Inbound links. So far, we have talked mostly about on-page SEO elements (things you control on your site). But off-page elements also play a role. The most important off-page elements are inbound links. You can use Google Search Console to look at this (we also use the paid tools SEMrush and Ahrefs to analyze this). Overall, you want to see an upward trend in reputable websites that link back to your site. If you see a flat or declining trend in inbound links, you should start by evaluating your site content. If you invest in high-quality content like blogs, articles, whitepapers, infographics, video, etc., more sites will link back to your website and you’ll improve your site’s trust and relevancy scores. This can go a long way in improving search visibility.
7. Constant updates. As you can see there are a lot of elements that go into determining whether your SEO strategy needs to be updated. The simple truth of the matter is your SEO strategy should never be static. Google, Bing and the other search engines are always evolving, and your strategy needs to evolve too. The moment you stop evaluating and adjusting your strategy is the moment your competitors have the chance to leap-frog you. An effective SEO strategy is continually evolving with changes in search algorithms, market conditions, competitive analysis and more.
