06-Jun-2012
Google tells You How Your Recruitment Content Should Be
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Radley Green
Google tells You How Your Recruitment Content Should Be
It's all about the context, context, context, it's not about the meta tag huh, a, huh say everybody jump to the left... Ok enough with the Jessie J.
Language you gotta luv it (got to love it)
The great part about language is that the same words can have different meanings, but that means so can the same keywords, which occasionally produces some problems with Google's search results.
Did I say some? I meant to say millions. If you have ever looked for SAP Consultants, it amazingly, still, 20 years from when I first looked, will still predominantly show you many results for tree surgeons, even though you were actually looking for an IT consultant.
In the past, search engines looked for the words that were used in the query. Now the meaning and the intention also plays a role, which is the problem those clever egg-heads over at Google have been trying to crack.
Google needs you to tidy up your act, so it can clean up its organic results. Though I dare say it won't be handing out refunds to Saw Sharpeners who used pay-per-click ads and got some unwelcome premium rate clicks from trainee recruiters sent on a humorous wild goose chase for a new SAP module as part of their initiation (in my day it was a long stand).
Enter context stage left
Google needs to see that your website is relevant, its pages are relevant and in fact all your on page content and even off page content is relevant contextually speaking. If you want to get high rankings for the keyword "construction jobs Scotland", then it is no longer enough to simply have that keyword on your web page.
There are several things that you can do to improve the position of your page, they are:
- A single page should be as closely related to a single aspect of the keyword as possible.
- The more targeted your page is to that aspect, the more likely it is that it will be chosen for the results.
- To make your website relevant to a topic, it helps if you have multiple pages that deal with different aspects of the topic. For example, one page on your site could be about the definition 'how to gain work in construction in Scotland', other pages could be about the kinds of roles, employers, recruitment channels, etc. there are for construction jobs in the sector or things like relevant employment news, etc. All original content of course.
Eloquence
If the keyword looks like a target nailed to a cross then your page will get downgraded and may even get bumped entirely. The dawn of the Charles Dickens web 2.0 is firmly upon us. So brush up on your marketing speak, your product speak, your service speak and make it natural, eloquent, entertaining and more than the sum of its parts. It isn't easy but with enough practise you'll have it nailed in no time. Though you could always just hire a very good recruitment content provider.
For the sake of googlebot
This is a content piece on Recruitment SEO with a theatrical overtone!
Author: Darren Revell
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