When hearing people discuss the best way to “optimise” your website or job advert for “SEO” purposes, you may feel like you’re listening to someone speaking a make-believe language. Don’t panic! Your saviour is here! We have put together this handy guide, so that you can understand exactly what all of this means.
What is SEO?
Optimisation means “making the best or most effective use of a situation or resource”. SEO (Search Engine Optimisation) is where you ensure that your website or job advert gets the most organic traffic as possible on search engines such as Google.
The made-up language strikes again – organic traffic is people who naturally come across your website/advert, simply through their web search and your ranking on search engines. This is different from the kind of traffic that comes from paid advertising.
Why do we do it?
If a website is optimised enough to get a lot of organic traffic, it means you pay less for paid advertising, saving you money – so why wouldn’t you do it? The same goes for job advertisements, if your optimised advert attracts more and better candidates, just simply by making a couple of adjustments, it’s definitely worth making that slight change.
Also, while SEO seems like a made-up language at first, it’s not too hard to get your head around. This means that you can increase your website/advert traffic just by making a few simple changes.
Does it make a difference?
If you utilise SEO properly, you can see results in the amount of traffic you generate and the ranking of your website or advert on search engines. Whether this change is big or small, by focussing on the use of search engine optimisation you will eventually see a change. However, be patient, these changes are not always immediate and it is much more likely to be a gradual increase.
How do you do it?
Firstly, have some web analytics in place so that you can see what is and isn’t working for you in terms of optimisation. Then, if you define the key words that you want to rank for on search engines you can focus from the start on exactly what you want from the process.
Put effort into the title and meta description of every page of your website – your title is the most important thing when it comes to SEO ranking, and your meta description is important in enticing people to click on your site instead of the thousands of others.
Repeat your keywords enough times, but not too many – the right amount of time tends to be around 5 or 6 per page, otherwise search engines think that you are spamming key words for the sake of it.
While I’ve talked a lot about optimising websites, this also works for job adverts. If your advert is optimised – especially with keywords being repeated enough times, your advert should rank better on job boards. Make sure that your keywords include some industry specific terms that candidates are likely to be searching for, especially if you are looking for very specific skills.
Hopefully by now you can better understand what SEO is and how it can help with your website/recruitment process. Best of luck with using SEO and welcome to the club of the make-believe language!