As a start-up recruitment agency, one of the first steps to success is getting your name out there and building brand awareness. A way that you can achieve this is by considering adding local SEO to your website.
Local SEO has become more and more prominent over the past few years due to Google’s rapid shift to champion local search results; the idea being that local search results will be more relevant to the user and more likely to provide the most useful answer. This is backed up by HubSpot’s survey which shows that, “76% of local search result in a phone call.”
The beneficial thing about local SEO is that, as a start-up recruitment agency, you can implement these simple tactics cost effectively and appear in the top search results for candidates and clients who are searching in your area. Effective local SEO can, therefore, drive more and higher quality traffic to your website. So, what is local SEO and why should it be a priority for you?
NB: Even if your primary target clients are international rather than local, a strong local SEO presence should be an important component of your online strategy because you still need to show Google where you are operating from.
What Is Local SEO For Recruitment Agencies?
In a nutshell, local SEO comprises of optimising your online presence for local searches in Google and other search engines. As long as Google can identify where the search is being performed from, whether that is through a registered IP address or on a mobile or tablet, the search results provided will give preference to local businesses. Therefore by sending strong signals to Google that your recruitment agency is operating from a particular location, you can improve the chances of your agency appearing higher up in local search results.
How Does Local SEO Work?
Here is a simple example: You own a start-up agency called LegalEx Recruiters based in Basingstoke and your primary target is to build a healthy client and candidate base within the surrounding area. With a new and optimised website, you employ local SEO tactics which clearly espouse to search engines that you are legal recruitment experts operating within Basingstoke.
LegalEx Recruiters are now more likely to appear in local searches not just for “Legal Recruiters Basingstoke” but will also compete for generic search terms such as “Recruitment Agency”. By implementing local SEO, LegalEx Recruiters can now compete with much larger agencies in the surrounding area.
Attracting local clients or candidates may not a key business goal for you, but as we’ve mentioned local SEO can still prove beneficial. By sending SEO signals to Google about the nature and location of your business, you should start to see your site boosted in rankings for relevant search terms in general.
What Are The Benefits Of Local SEO for Recruitment Agencies?
1. Less competition
By focusing on local SEO, you’ll be dealing with less competition – a stark comparison to national search, where you’re vying for the attention of your target audience along with every other recruitment agency in your specialist sectors. As a start-up agency, this may give you the head start you’ve been looking for.
Optimising your website for local search may reach a smaller population, but they will be more targeted and therefore higher quality searchers which should translate into more enquiries from both clients and candidates.
2. Save money
As a start-up with limited cash flow, implementing local SEO can be a more cost-effective way to spread the word about your recruitment agency. Once you have optimised your website for local searches, all you have to do is monitor, maintain and review – which will require minimal resources. The more time your website is optimised for local searches, the more high quality traffic your website should attract from local searches.
Google AdWords and online adverts may be a tempting alternative route to try but the expense is continuous and rarely sustainable for start-up recruitment agencies.
3. Gain more visibility
As a new or existing recruitment agency, one of your key challenges is gaining visibility, both online and offline. To create a buzz, you may be more inclined to try more traditional methods such as writing a press release, speaking at a local event or advertising in the local newspaper. While these can be successful, they often take a lot of time, considerable investment and there are no guarantees as to how successful they will be.
When local SEO is implemented correctly, it will provide you with more online visibility to your target audience and can be easily measured on Google Analytics.
How Do I Implement Local SEO?
It can be relatively straightforward to start implementing local SEO tactics, especially with the wealth of information online about the subject.
A particularly useful resource that you can use is the comprehensive Local SEO checklist from Moz. This will take you through the steps you need, from checking how easy it is for candidates or clients to find you right through to each individual criteria to ensure that you’re appearing in localised results.
SEO is a key building block of inbound marketing, but to be effective, it needs to be supported by a wider strategy. Find out how you can get started with inbound marketing by downloading our free eBook today.