I have already written about the importance of having a business blog if you are a recruitment firm. However, there are more steps that you need to consider after starting one, such as using the right keywords for recruitment blogs, and then applying them effectively. This can be difficult to get to grips with at first, however it is a crucial step in content writing to master, as without the correct keywords, your carefully crafted work risks being lost in the depths of Google! There are now a number of free tools online such as ‘Google Trends’ or ‘Answer The Public ’ to help you find out what is trending around your topic and what the relevant keywords are.
What are keywords?
When writing content, your ‘keyword’ or ‘key phrase’ is what sums up your topic. This is usually the query which readers enter into search engines or is very closely related to it. This can be a word, a phrase or even a question. Your effective use of the keyword, and the popularity of your content will determine how high up in the Google rankings you sit.
Which keywords work for recruitment blogs?
I recommend that you stay away from short keywords when possible. One-worded or two-worded terms are extremely competitive and also very vague. For example, ‘branch manager’ will bring up countless results from all around the globe and may be useless in connecting you to your target audience. Using niche, long-tail keywords, however, will help you get in front of the right people and will drastically increase your chances of being seen. To find out which specific keywords to use, and essentially what your subject matter should be, try asking yourself “What do our clients want to know?” or “What are my customers searching for?”.
Where, when and how to use keywords?
It is absolutely crucial to think of your keyword before you start writing. This will allow you to produce SEO effective work, plan your content strategically and stay on topic while writing.
Once you know which phrase you will use, there are three key places in your blog that they must appear in:
The first place is the title. I know how tempting it is to write a clever or witty headline, and how frustrating it is when you can’t go ahead with it because it doesn’t contain the keyword! But, unfortunately, sometimes you have to scrap your alliteration efforts or puns and spend some extra time thinking of something that contains the keyword, in an engaging way. This will certainly help your blog be picked up by search engines and will also entice readers to click-through.
The opening paragraph
The second place the keyword should appear is the opening paragraph. When writing for Search Engine Optimisation, this section should include your most important keyword or key phrase and ideally it should be in the first sentence. We know that when people are surfing the web, they are more likely to see the first few words of each paragraph, so don’t waste this opportunity to plug the keyword!
They keyword should also appear in a heading. As we know, a well written blog post should be divided so that it is easier to navigate and digest by the reader, but they also play an important role in improving Search Engine Optimisation. That’s because Google uses headings to gather the context of your page and analyse how relevant it is to the keyword and searcher’s inputs. However, don’t just try and cram your key phrase into the heading, and instead make sure that it reads well, is appropriate and looks natural.
Other than in these three areas mentioned, ensure that you are liberally using the keyword throughout your copy and in the meta details too. Don’t forget to switch it up and use paraphrased versions as well!
For more help with recruitment marketing and content writing, get in touch today.