Navigating SEO and GEO for recruitment agencies 

Visibility has become increasingly pivotal to the success of recruitment agencies operating in the UK. When the industry was dominated by print, footfall, and phone calls, visibility meant a good high street address, a trusted name in the trade press, and consultants with strong networks, but today, it’s won or lost in digital spaces. Candidates begin their journeys online, not on noticeboards, and employers research partners before they ever take a call. Therefore, if a recruitment agency cannot be found at the moment when intent is highest, it will be quietly bypassed by its competitors that have tuned their digital presence to how people actually search.

That used to mean search engine optimisation (SEO) in a narrow sense, and selecting the right keywords, structuring pages in a way that helped crawlers recognise relevance, and earning authority through reputable mentions and links. These tactics remain essential, but SEO has evolved a tremendous amount, and even the definition of ‘search’ is changing.

There is one major factor driving change; the rise of AI. Large language models such as ChatGPT, CoPilot, DALL-E, Perplexity and more have forced the introduction of Generative Engine Optimisation (GEO), and consequently, agencies must now ensure they are discoverable not only in Google’s blue links but also in the answers generated by AI platforms.

In fact, according to industry analysis, Google’s AI Overviews now appear in around 30% of searches, leading to 60% finishing without a click, and these tools handle tens of millions of queries daily. As a result, if an agency is not being cited or referenced in those generative answers, it is almost certainly missing out on a growing share of candidate and client attention.

Broadly speaking, the way people seek information is also shifting, from typing queries into a search box to asking questions of systems that generate ‘fuller’ answers. In practice, a growing proportion of discovery is now based on models that read, synthesise, and reply, and while doubts remain about its quality, as well as the societal, ethical and climatic impact caused by its adoption remains up for debate, there’s no doubt that artificial intelligence is on the rise.

All agencies are now competing for this AI-search real estate, which is where GEO enters the picture. If a brand or its content is not the source that these systems find, understand, and trust, its presence will be absent from the answers that candidates and clients consume.

However, balance is important and audiences – particularly in the UK - are sensitive to tone and substance. They expect clarity, they value brevity where appropriate, and they reward depth when it is genuinely helpful, and, crucially, they dislike content that feels manipulative or vague. Therefore, marketers who write for the web with generic promises and thin pages struggle to be found in traditional search results and are less likely to be referenced in generated answers. On the other hand, agencies that write clearly, provide verifiable detail, and maintain consistency across their site and profiles are far more discoverable in both forms of search.

We have reviewed some of the key SEO and GEO principles for recruitment agencies and highlighted tips for how marketers can capitalise on their potential.  

Search engine optimisation in recruitment begins with intent - and intent in this sector is unusually transparent as candidates and clients tend to type exactly what they mean. A job seeker, for example, will often search using job titles, locations, salary ranges, contract types, and sector descriptors. An employer looking for a partner might add ‘recruitment agency’ or ‘headhunter’ to the discipline and the city or county in which they operate.

Therefore, if a site’s architecture, blogs, job postings, and service pages fail to reflect the language and structure of those queries, the initial discovery becomes harder, and confidence quickly declines. However, this is challenging; all agencies are competing for similar search terms, and there is only limited space to occupy. Most users venture past the first page on Google and other platforms; as a result, securing a spot here is critical.

A core focus, and perhaps one of the most pivotal in boosting both SEO and GEO rankings, is the blog, resources or insights section. This is where agencies can build authority by publishing material that answers real questions. In recruitment, that typically includes salary guides, interview and CV advice, sector commentary, and updates on employment practice. It can be shaped, crafted and recycled in multiple different ways, and use either externally available data, or the insights and information that all consultants will hold, many of them unknowingly.

Modern search engines are more attuned to cynical attempts to game the system, and therefore developing unique, insightful and well-written content is a key way of achieving effective rankings. Equally, the most effective SEO strategies incorporate written content combined with other types, including video and audio, as this represents the best opportunity to boost scores. However, this can be a challenging and time-consuming task, not least because - on top of the production stages - all content requires clear indexing, and should include transcripts, descriptive titles and timestamped chapters, while podcasts should lean on question-style headings and long-tail phrases to improve voice-search discoverability. A homogeneous approach doesn’t work here, and treating each media asset as a standalone, optimised page will benefit SEO outcomes.

Another key aspect to consider, and where this alignment either succeeds or fails, is the types of job specifications being shared and uploaded on the website. To be successful in achieving a good search ranking, titles must mirror what the market calls the role, not what an internal system prefers. If the common term is “Senior Project Manager”, using “Project Delivery Lead” may satisfy an internal framework, but it will reduce visibility externally. Location also needs to be explicit. It should reflect UK geography in terms that candidates recognise - whether that is a city such as Manchester, Leeds, or Glasgow, a county such as Hertfordshire or Surrey, or a sub‑region such as the Thames Valley or West Midlands. Salary bands, where appropriate to publish, should be clear and realistic; candidates decide whether to click or apply based on whether a role is workable for their lives. Contract terms, whether permanent, fixed‑term, or day‑rate contracts, should be stated without abbreviations or euphemism. Above all, the essentials should appear immediately: title, location, salary, contract type, a summary, and a clear route to apply. Long introductions and abstract claims are counterproductive as candidates want facts first, then details that help them decide.

An additional core focus for any marketer is the ‘about us’ or services page. Too many agency sites reduce these to a heading, a few paragraphs of generic copy and a ‘contact us’ form, and a terrifying number outsource this work to AI, which erodes any character or unique appeal almost instantly.

These types of approaches waste one of the most valuable page types on the site. A strong ‘about us’ or services page should read like a concise answer to a buyer’s first questions: what roles are filled, and at what levels? Which sub‑sectors are genuinely understood? Where does the agency operate with on‑the‑ground consultants? What outcomes have been delivered that can be stated succinctly? A technology specialist, for example, should be broken down into families - software engineering, data, product, cloud, cyber - so clients understand the full scope of services, and that they are picked up by search engines. Equally, a healthcare practice should differentiate between NHS and private, clinical and non‑clinical. The copy should be straight and specific, and both headings and sub‑headings should contain the terms buyers use, so search engines can understand topical relevance. Internal links should interconnect and lead to current jobs, consultant profiles, related insights, and blog content. A page with a similar structure earns rankings for the right queries and converts because the information is genuinely useful, and because it encourages users to remain on the website because of the ‘sticky’ nature of the content.

When it comes to search terms, modern algorithms now reward longer, more detailed key phrases, evidence of real-world impact, seamless mobile experiences, and clear content structures. However, the keywords and phrases are by far the most valuable single element, and researching the right ones is therefore an essential part of effective SEO. There are tools and programmes to aid with this activity, but equally, speaking to consultants and members of the team to better understand audiences can also help too.

Authority remains another central pillar of SEO fundamentals. Search engines infer trust not only from the content on a site but also from which other sites reference and link back to it. In recruitment, those references are most effectively earned through PR, when articles are cited by trade press or professional communities, when the agency is listed in reputable directories, and when organisations, associations, or partners link back to its pages.

These signals should be the natural by‑product of genuine activity such as contributing to sector debates, publishing well‑structured guides, participating in recognised events, and maintaining accurate, complete profiles. On the other hand, pursuing links that have no relevance to the market is counterproductive, and it should be remembered that the media and search ecosystem is increasingly sensitive to quality; links from weak sites or manufactured schemes rarely help and often cause harm.

Consistency is also key. Many agencies will have a flurry of uploading content and then tail off. Not only does this impact SEO and overall visibility, but an outdated website doesn’t send positive messages to either candidates or clients.

Similarly, mistakes have an impact and confuse readers, and undermine the efficacy of SEO activity. While seemingly minor, every office name and address should appear identically across the website, Google profiles, social channels, and major directories. Sector descriptions must align across service pages, LinkedIn, and pitch decks, and consultant biographies should reflect their actual specialisms and current roles. In SEO, the chain is only as strong as its weakest link, and when all information is consistent, search engines can corroborate who the agency is and what it does more effectively.

Finally, page design should be taken into account, and marketers are encouraged to design pages for how readers consume information, including short paragraphs, clear sub‑headings, ample white space, and calls‑to‑action that are confident without being aggressive. At its best, SEO is respectful and subtle, making it easy for someone to find what they came for and to take the next step without friction.

Some activities will require input from other parts of the business, including IT. Technical quality in both SEO is often overlooked, but it provides a foundation that underpins everything else, and ultimately determines whether a site is usable for candidates and credible to search engines. An agency could have the best content in the world, but if the platform is slow and lags, then users won’t engage with it.

Speed is usually the first thing people notice. Job listings can be heavy, pulling data from an ATS, loading filters, and rendering multiple roles at once, and if the page drags, candidates won’t wait. Agencies that pay attention to the basics, such as compressing images, streamlining scripts, caching feeds, and paginating sensibly, create a smoother experience. Testing on real devices and everyday networks, not just office Wi‑Fi, is what reveals how the site really performs in reality.

Mobile experience is just as critical. More and more candidates apply on their phones, so the design has to respect how people actually use them with buttons that are easy to tap, clear text without zooming, and content flowing in a logical order. Pop‑ups and interstitials, whilst useful tools in some cases, tend to break concentration. Even forms can make or break usability; shorter, progressive forms that let someone register interest quickly and finish later almost always reduce drop‑off.

Structured data may sound technical, but it has a real impact. Marked‑up job postings and blogs will appear in richer search results, and, similarly, FAQs that are properly structured can be pulled directly into answers. Breadcrumbs help both users and search engines understand how the site fits together, and while this all takes effort, it pays back in visibility and usability.

Accessibility sits alongside all of this. A site that can be navigated by keyboard, read by screen readers, and understood through clear labelling is open to more people. Colour contrast, alt text, and transcripts for essential video content aren’t extras but part of inclusive design and in practice, they make the site easier for everyone, which improves engagement and, indirectly, search performance.

Content strategies for SEO and GEO 

Above all else, content remains the most enduring way for a recruitment agency to demonstrate expertise before a single conversation takes place, and to improve the chances of ranking effectively in both organic and AI-generated search results. Multiple different content types can be utilised within agency strategies:

Blogs

A well‑maintained blog is still one of the most effective platforms for recruiters to showcase authority, particularly as recruitment is not only a people business but also an information business. Clients and candidates alike are constantly searching for insight on what’s happening in their sector, how salaries are shifting, which skills are in demand, and where the best opportunities lie, amongst much more.

A blog provides the perfect opportunity to be the voice that answers those questions. Developed effectively, it moves an agency from being seen as just another supplier to being recognised as a trusted partner. The most effective blogs showcase the real knowledge of consultants, highlight lived experience, and provide commentary that feels authentic rather than manufactured.

Consistency is critical. As we have outlined, too many firms launch with enthusiasm, publish a flurry of posts, and then fall silent, which does far more harm than good. A content calendar that spans at least three months, covering themes relevant to both clients and candidates, helps maintain rhythm. Variety matters too: written articles, video explainers, audio snippets, and case studies all have a place. Ultimately, consultants often sit on goldmines of insight that never make it into the public domain simply because no one asked them to share it, and a structured blog or content programme unlocks that knowledge.

Salary guides and white papers

Alongside blogs, salary guides, white papers and industry reports remain the archetypal evergreen content. When constructed with care, they become reference points for both candidates and clients, often bookmarked, shared, and cited.

Both groups will always value clear thinking on industry trends, salaries, hiring processes, assessment design, onboarding, and retention, amongst many other topics. This has multiple benefits, not just in terms of boosting rankings and improving perceptions, but also in lead generation and much more.

Topical briefings

Recruitment is shaped by policy and economic signals, so topical briefings should be part of the mix. For example, when a change in employment law arrives, a short, clear explanation of what it means for hiring in the relevant sectors is invaluable. When vacancy levels shift or particular skills surge in demand, agencies that explain why and outline the implications for candidates and employers provide real value.

Employer brand content

Employer brand content also has a role, but it must be honest and authentic. Consultant profiles should explain backgrounds, sectors, and approaches to candidate care, and audiences value ‘warts and all’ stories which demonstrate how the agency handles challenges, not just celebrate wins. Photos and videos should look like the real people, offices, and communities that make up the firm, not stock catalogues. Essentially, content that’s ‘real’ is far more persuasive than glossy generalities.

However, content only delivers value when it is seen and while search will bring readers over time, owned channels such as newsletters and LinkedIn amplify reach immediately. Therefore, publishing with a steady cadence is more effective than bursts of activity followed by silence. Consultants should also be encouraged to share content with their networks, although not indiscriminately, as this will disengage those it isn’t tailored to.

GEO sensitivity

Finally, content planning should be GEO‑sensitive. The question to ask is simple: is this the sort of page a generative system would trust? Does it answer a question plainly? Is the information current and stated without hedging? Is the format legible, with clear headings, tables where appropriate, and questions paired with answers? Is the language helpful rather than promotional? Is the agency’s identity clear and consistent across all channels?

When the answer is yes, the content is more likely to be included in the generated answer and represents the simplest way to plan for GEO without chasing tricks or gimmicks.

Measurement prevents teams from guessing and hoping for the best. In SEO and GEO, what matters most is measuring the signals that connect directly to outcomes, and while vanity metrics may look impressive on a dashboard, they rarely guide the next step.

For all content, agency marketers should monitor where visitors arrive from and their behaviour and movements around the site. The points where candidates drop out are just as revealing as those where they convert, and fixing those moments of friction can have an immediate impact. When reviewed with experience, the information often tells its own story: visits, reading behaviour, contact starts, and completed enquiries all show whether the content is doing its job. If certain sections are consistently ignored, they should be rewritten or removed. Equally, other metrics such as entrances, time on page, and the paths that lead readers to jobs or contact routes reveal which pieces are pulling their weight. The articles that bring people back again and again deserve nurturing with updates, expansions, or related guides.

For GEO, the discipline is simpler but no less important. Agencies cannot control whether their content is included in generative answers, but they can test. By asking neutral, sensible questions about their sectors and regions, they can see which types of content are being surfaced and that knowledge then feeds editorial planning. As platforms begin to offer more transparent referral data, those signals can be incorporated into reporting without becoming an obsession, but the goal is always the same: to produce genuinely useful material. It should be remembered that inclusion should be the consequence of quality, not the target that distorts it.

These habits make a site resilient and create better experiences for candidates and clients, while sending stronger signals to both search engines and generative systems. Over time, the discipline of measurement, reporting, and iteration builds visibility and trust.

All businesses are more likely to succeed when they are visible, easy to find, easy to trust and easy to engage with, and this is particularly critical in recruitment. SEO and GEO are the disciplines that make those conditions more likely, but cannot be seen as tricks or shortcuts, but as practices of writing, structuring, and maintaining a site so that it serves people first and remains legible to machines.

When all content mirrors the way candidates actually search, when blogs and resources are finely tuned, when practice pages state plainly what the agency does and where, when local and consultant pages demonstrate presence and expertise, when the site is fast, accessible, and secure, and when content answers real questions in clear UK English, discovery improves. And when those same pages remain current, consistent, and genuinely helpful, they are far more likely to be included in the AI-generated answers that increasingly shape how decisions are made.

The work is rarely glamorous and can be time-consuming, but it compounds. Over a few months, once invisible pages begin to rank for the queries that matter and in the longer term, the organisation will rank higher for broader terms, searched for by more users.

In parallel, the answers people receive from generative systems start to draw on this material precisely because it is the kind of content that can be trusted, which acts as the quiet, underlying engine of growth. This is based on consistency and doesn’t rely on a single campaign or a single platform, but on the discipline to build and maintain assets that respect the audience and make the agency legible.

Agencies must decide their targets and aspirations, along with the standards they will enforce and align teams so that the site reflects reality, not aspiration. They should then write in a way that their candidates and clients recognise as helpful, maintain consistency across every representation, and measure what matters before acting on what they learn. When visibility is treated as an operating rhythm rather than a periodic push, SEO and GEO become compounding assets, supporting consultants, strengthening the brand, and driving outcomes.