As a new or established recruitment agency, one of your ongoing business objectives is building or increasing your agency’s online brand within the market. A powerful way to achieve this is by implementing local SEO strategies into your website to help you rank higher in local search results.
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 is that local search delivers more relevant information to users based on their physical location, ultimately offering more customers accurate and useful results. According to HubSpot, “76% of local searches result in a phone call.”
For recruitment agencies, local SEO can be implemented using cost-effective local SEO tools and simple tactics that help increase local rankings. When done well, this can drive more business and bring top talent and clients directly to your services. So, what exactly is local SEO and why is local SEO important for your agency?
NB: Even if your target clients and candidates span nationally, building a strong local search presence is still vital. It helps search engines like Google understand where you’re operating from, ensuring your business information is clear and accurate.
What are software integrations?
In short, local SEO means optimising your online presence to appear in local search results on Google and other search engines like Bing Places or Apple Maps. As long as the platform can identify the user’s location – through IP address, mobile data, or GPS – your business can appear in relevant local pack listings.
By optimising for local SEO, you’re sending strong signals to Google, such as your business name, address, phone number (NAP citations) and your Google Business Profile. These help Google pinpoint your local area, increasing your visibility in organic search results.
How Does Local SEO Work?
Let’s take a simple example: You run a recruitment agency called LegalEx Recruiters based in Birmingham, UK, focusing on the legal sector. By performing local keyword research and updating your Google Business Profile, LegalEx Recruiters clearly communicate their business location to Google.
Now, when someone searches for “Legal Recruitment Agencies in Birmingham” or even just “Legal Recruitment Agencies,” your local SEO efforts help your business appear in the local pack, google maps and high in the blue links of search results.
Even if your goal is to attract talent or clients nationally, optimising your local business profile and using local SEO tools ensures your agency benefits from increased local rankings and higher rankings in general.
Benefits Of Local SEO for Recruitment Agencies
Less Competition, More Quality Leads
Local SEO narrows your competition to agencies operating within your local area, allowing you to reach a more targeted audience. These leads are more likely to convert because they’re searching for local services. It’s an important ranking factor when trying to stand out from national competitors on job boards or social media profiles.
Save Money
Implementing local SEO is a free tool in many ways. Once your site is optimised and listed on popular directories (like Yellow Pages, Bing Places, and Google), your maintenance costs are low compared to ongoing Google Ads. And unlike paid ads, the impact of local SEO grows over time, especially when you manage your listings and gain more reviews or leave reviews.
Gain More Visibility
For local businesses – including recruitment agencies – increased visibility through google maps, local search and business directories creates a strong competitive advantage. Rather than spending heavily on events or print ads, your agency can get noticed online where your audience is actively searching.
How To Implement Local SEO
Implementing local SEO doesn’t require deep technical skills – just a smart approach and the right local SEO tools. Here are a few ways to get started:
Google Business Profile: Set up and optimise your listing with accurate business information, holiday hours, and photos. This helps Google understand and show your business correctly.
Local Keyword Research: Use a keyword planner to discover how people in your local area search for recruitment services.
NAP Citations: Ensure your business name, address and phone number are consistent across all business directories and job boards.
Google Search Console: Monitor your site’s performance and identify any lost links or technical issues.
Encourage Reviews: More reviews from candidates and clients increase trust and improve your ranking factors.
Optimise Content: Use local keywords in your content to reflect your location, niche and services.
Link Building: Gain links from other local businesses, blogs or company culture pieces that help build authority.
Why You Should Have Local SEO
Don’t forget to track your success using tools like Google Search Console, Google Analytics or other SEO platforms.
Local SEO is not just for restaurants and plumbers – it’s a vital strategy for any recruitment agency looking to attract more candidates and clients. By focusing on your local area, improving your local rankings and managing your Google Business Profile, you’ll create a sustainable pipeline of visibility, credibility, and more business.
Whether you’re looking to post jobs, improve the candidate experience or streamline the hiring process with an applicant tracking system, none of that matters if your target audience can’t find you.
Ready to learn more? Download our free tool – an eBook on how to get started with inbound marketing for recruitment agencies today.
