The changing nature of search engine optimisation has meant that the ways candidates broadly search for job opportunities have moved from a single word query to fuller, more conversational questions, often posed to voice assistants and AI chatbots and LLMs. Keywords still play a role, but increasingly, success hinges on choosing natural-language phrases and selecting the right signals that mirror real-life conversations. This is also part of a far broader communications trend, but essentially, the agencies that can embrace this new model and candidate-centric approach will ensure their content is more visible for the terms applicants are searching for, rather than vanishing beneath thousands of generic results. With this in mind, what do marketers need to know about SEO keywords for recruitment blogs in 2026?
What are keywords?
Essentially, when writing content, the ‘keyword’ or ‘keyphrase’ is the core focus of the blog and is usually the query that readers enter into search engines, or is very closely related to it. It can be a word, but increasingly, preferences are moving towards fuller, more detailed search terms. The alignment between the content, key phrase and the topics being searched for by target audiences then determines the popularity and visibility of the content. There is something of an elaborate dance between marketers and SEO platforms in finding patterns that work, but nailing search terms is the single most effective way of improving rankings and subsequently visibility.
SEO keywords for recruitment blogs
The best approach, unless there is a remarkably niche keyword, is to utilise longer search terms. Using broader keywords such as ‘UK jobs’ or ‘job interview tips’ will mean the content is competing with literally millions of others and therefore has little to no chance of cutting through the noise. In contrast, a more selective and detailed term, for example, ‘software consultancy roles in Hertfordshire’, has a much higher chance of ranking well, and therefore being more visible. All marketers should question the last time they ventured past page one of Google or comparable search platforms to recognise the importance of getting these search terms correct.
There are tools available to aid this process and identify the right search terms, such as Answer the Public or SEMRush, but another effective way is simply to question – or ask consultants – ‘what do our clients want to know?’ or ‘what are my customers searching for?’.
Using SEO keywords effectively
Once the phrase or term has been agreed there are three key places in which it must appear:
The first is the title. While it can be tempting to try and write a witty headline, it’s most effective to develop a strapline that features the keyword but in an engaging way. That means parking the alliteration efforts or snappy puns, and spending additional time developing a headline that will both position the blog effectively, and encourage readers to click through.
The second is the opening paragraph, which should include the most important keyword or phrase, ideally within the first or second sentence. We all recognise that modern consumers are time-short, and browsers show the initial lines of most content, so it’s critical not to waste this opportunity.
The final place that SEO terms should be used is in the subheadings. At least one header should include the most important keyword or phrase; these not only boost findability but also make the content easier to navigate and digest by readers. Google and other search engines use these terms to gather broader context about the page and its focus in order to index it effectively. However, there is again an art to this, and cramming in search terms into every possible heading will only affect readability, which in turn has an impact on SEO. As those new to this subset of marketing might be beginning to realise, search engine optimisation can quickly get complicated.
Outside of these specific areas, it’s also worth sprinkling use of keywords, phrases and sub-terms throughout the copy, with the aforementioned planning tools making this a more straightforward task. The next step is to see if the hard work has borne fruit, and keep an eye on the Google results page, or its dedicated analytics functionality, although other tracking tools are of course available.
As with so many other specialisms, the best way to develop SEO expertise is to practice, test and iterate, and identify what works and what doesn’t for the individual brand in question. It should also be remembered that marketers up and down the land are all trying to achieve the same goals, and for recruitment agencies in broad industries like technology, professionals could be up against thousands of others, all aiming for the prime real estate of the first page of Google. This means that it's impossible to be ranked number one for everything, but by prioritising their core key phrases and aligning activity with wider strategies, marketers can boost their visibility of their overall brand.
Are you looking to develop a new SEO strategy for 2026? Get in touch with our team today.
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