Staffing SEO 101: Drive more prospect and candidate traffic to your website by following this step-by-step guide to search engine optimization.

1. Stand OUT | Stay TOP of mind | Sell MORE
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2. What is SEO?
Search Engine Optimization (SEO)
is the process of improving the volume
and quality of traffic to your website
from search engines like Google,
Yahoo!, MSN, and hundreds of others.
Get fOUnD
Get RanKED
Get TRaffiC
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3. What is SEO?
Why should I care?
• 53,280
Approximate number of searches each month
on Google for “Temporary Staffing”
• 220,000
Approximate number of searches each month
on Google for “Staffing Services” and “Staffing Agencies”
• 715,000
Approximate number of searches each month
on Google for “Employment Agency” and “Employment Agencies”
• 151,000,000
Approximate number of searches each month
on Google for “Jobs”
People are searching for the services you offer.
This guide will help you develop a plan to ensure
people find your site, before your competitor’s.
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4. Keywords
First thing’s first…
select the right keywords! What are keywords?
Keywords, or search strings,
consist of a descriptive word or
Before you can optimize your website, you must
figure out the right keywords for your business.
group of words that people use
when searching the Internet for
information. Search strings can be
To start, ask yourself these questions:
general (staffing) or more specific
• What kind of staffing or recruitment
(IT Staffing Firms in San Diego).
do you do?
Examples:
healthcare, technology, clerical, light industrial, etc.
• What geographic area do you serve
(and more importantly, how do people refer to it)?
Examples:
New York, Upstate New York,
Western New York, Buffalo New York, etc.
• Is your main goal to drive candidate
traffic or client and prospect traffic?
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5. Keywords
How do you know if you have
the perfect collection The
of keywords? WRONG Way.
Unfortunately there isn’t a simple formula. Watch out for these common pitfalls
But here are a few tips: when choosing keywords:
1. Pick popular keywords. 1. Choosing broad keywords.
Make sure people are searching for the keywords you’ve Instead of terms like “staffing” and “jobs,” use more
selected. Google offers a free tool you can start with: specific search strings. Don’t try to compete with Monster
https://adwords.google.com/select/KeywordToolExternal and CareerBuilder on the general terms – you won’t win!
2. Pick relevant keywords. 2. Focusing on only the most popular.
Talk with your clients and employees to find out what The most popular keywords also have a lot of
words they use when searching for your services. competition. By mixing in more specific keywords that
have a bit less traffic, you will have a better chance of
3. Make sure you can compete.
ranking higher – faster.
Unless you can match the budget and resources of
CareerBuilder and Monster, you probably won’t rank 3. Being everything to everyone.
#1 on the keyword “jobs”. However, by choosing more Don’t try to optimize your site for every keyword
specific keywords (Ex. Administrative Assistant Jobs in under the sun. Narrow down your list of keywords and
Racine, CA), you may be able to compete. focus first on the most important and relevant keywords
for your business. The more specific you are, the more
effective your site will be.
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6. Meta Data
I’ve got my list of keywords…
now what?
Now that you have a refined list of keywords, you need
to incorporate those keywords into your meta data.
Meta…WHO?
Meta data is hidden code in your website that helps
search engines determine what information your website
provides. It sounds really technical (and it is), but we’ll
try our best to translate the “geek speak!”
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7. Meta Data
Here are the three main elements of
meta data you should
start with:
1. Page Title Tags.
In the top left corner of your web browser, you will see
a page title. This tells both users and search engines the
topic of a webpage. For most staffing firm websites, this
is just the company name. However, you can update this
to include keywords unique to your firm (but try to stay
under a total of 8-9 words).
2. Keywords.
This is where your list of keywords is placed. Be sure to
rank this list in order of importance and keep it between
15-25 words. The search engine takes this list into
account when reviewing your website.
3. Page Description.
When your site appears in search rankings, this tells the
search engine – and the person doing the search – what
your site is about.
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8. Content
RigHT! WROng!
Keywords Selected
n n
Meta Data Updated
n n
Sit back and wait for
the traffic to roll in n n
Back in the old days (you know, the late 90’s)
simply updating your meta data and stuffing
it with keywords was enough to get pretty
decent rankings.
Well, times have changed.
In order to rank high – and stay there –
With search engines your site needs to have relevant and timely
getting much smarter now, content. Oh, it also has to be written in
content is king.
a way that appeals to both the human
reader – and the search engine.
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9. Content
Killer copy for search engines
and humans.
• Start with a strong headline. • Avoid duplication.
Tell the reader (and the search engine) Don’t use the same content page after
what that particular webpage is about. page…try to make each page a little different.
• Be conversational. • Create links.
Write copy that is easy to read. Include anchor text links in your copy that
a user can click on to go to another place
• Stay focused.
on your website (try to incorporate keywords
Write copy around the central theme
into these links).
of your webpage.
• Make updates…lots of them!
• Include keywords.
Perhaps most importantly, make frequent
Use language that users may use
updates to keep your content fresh and
when searching for the services you offer.
relevant for humans and search engines.
BUT, don’t overdo it. Avoid inserting
keywords aimed at search engines that
prove to be annoying or don’t make sense
to your readers.
The more valuable content you have on your website,
the higher your ranking. Write localized articles to help
job seekers find jobs in your area. Discuss ways local
companies can overcome business challenges. And be
sure to mix in keywords throughout that content!
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10. implementation
“If you build it, they will come.”
but why wait?
The major search engines will eventually find your site – but it
may take weeks or months. An aggressive submission plan will
dramatically speed up the process and help you get results sooner.
Submit your site to the major search engines.
The major search engines (Google, Yahoo!, MSN), allow you to
submit your website URL along with a short description for free.
Take advantage of these free submissions. Also, Yahoo! and Google
both have local business directories – make sure your company
information is listed.
Here are a few good starting points for submissions:
• Google:
http://www.google.com/submityourcontent/index.html
• Yahoo!:
http://search.yahoo.com/info/submit.html
• MSN:
http://search.msn.com.sg/docs/submit.aspx
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11. implementation
“Hey look kids, there’s Big Ben,
and there’s Parliament!”
Just like stubborn Chevy Chase in European Vacation,
a search engine isn’t going to stop and say, “Hey I’m
lost, can you give me directions?”
The search engine may find some pages in your
website easily, while others will remain hidden,
unless you provide directions.
That’s where a site map comes in…
A site map is a page that shows how your website
is structured, and offers links to every page on your
website. An effective site map will help users and
search engine robots (spiders) find all the important
pages on your site. Google also prefers a specific
format of sitemap called an XML map.
If you don’t have one,
add it!
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12. analysis
How do I know if my SEO strategy
is working?
Just look at the numbers! There are a variety of website
traffic tools available to help you gauge the return on
your SEO investment.
We suggest installing
google analytics
Why? Two big reasons:
1. Price.
The software is fREE (but you do have
google analytics will show you:
to know how to add it to your HTML code).
• How people find your website
2. Versatility.
It is one of the most comprehensive • How long people stay on your website
analysis tools available.
• How many new vs. return visitors you have
• What keywords people used to find your website
• What other sites refer traffic to your website
• And much more…
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13. What else should i be doing?
This guide offers a basic intro to Search Engine Optimization (SEO). But,
what you’ve read so far is just the starting point. Here are a few other
Want to see where you rank compared
things to consider when developing or enhancing your SEO strategy:
to your competitors? Contact us today
for a free SEO Competition Analysis.
1. Create more inbound links
The more respected websites that link to you, the higher your
Click here to receive
rankings will be. You can increase inbound links by making sure more information.
all outside job postings link back to your site, asking associations
you belong to for links back to your website, and submitting
staffing and workforce articles to free article directories.
4. Update Your Content
2. Look at what your competitors are doing
Remember that Content is King. You need a plan in
Try searching on the specific keywords you have selected and
place to continually update your site with relevant
see where you rank in relation to your competitors. If your
content. A great and simple way to do this is through
competitors are ranked higher, take time to evaluate their website.
a blog or other type of content management system.
Look at their meta data, analyze their copy, and review the
content they have on their website. Then define areas in which
you can improve.
5. Call Haley Marketing Group
We specialize in SEO specifically for the staffing
industry. We will help you develop a strong and
3. Explore Social Media
targeted SEO strategy including necessary copywriting
Consider joining networks like LinkedIn, Facebook, Twitter, etc.
and content development, website programming, and
Join industry related groups and share links to helpful posts
search engine submissions.
and advice on your website. While this won’t directly impact
your SEO rankings, it will drive more traffic to your website, Simply contact us at 888-696-2900 – we’ll be happy
which is another factor search engines consider when to answer any questions you might have and discuss an
determining a site’s ranking. SEO plan appropriate for your firm.
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14. about Haley Marketing group
At Haley Marketing, we are staffing industry specialists. We offer a range of services
to satisfy the marketing needs and fit the budgets of all kinds of staffing firms.
We founded our company with a simple mission: to make great marketing more affordable.
Whether you’re looking for an effective way to stand out from the competition or you just
need a new website or brochure, we can provide it.
Our services include:
• Direct mail
• E-newsletters & Email marketing
• Website design
• Website content
• Integrated staffing campaigns
• Marketing strategy
• Creative services
Solutions to the staffing industry’s challenges.
Prices YOU can afford.
FOR mORE INFORmaTION, call US TOdaY.
1-888-696-2900
www.haleymarketing.com
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