Has it happened that your HR website is no longer on top of SERPs as it was before? Well, the reason for the drop in rankings can be due to many reasons such as, Google penalty, on-page SEO problems and being outranked by competitor websites. You do not need to worry much about it as you can still manage these changes and get back your rankings. However, recovering your organic search traffic is not easy as you need to first ensure what caused the problem and accordingly make changes.
Check for Changes in Google Algorithm
Every search engine updates their algorithm from time to time. Google wants to ensure it remains as the top search engine in the world. Therefore, to provide quality results that better reflect user habits and to enhance user experience, they roll out new algorithm updates. Some of the recent updates include the Penguin update which was launched in April 2012 and the Panda update launched in February 2011. These updates are a combination of all the smaller updates rolled out on a daily basis. On an average, there is at least one update every day. This means you need to be aware of these minor changes and optimize your HR website wherever a change is required. You can get this information through SEO blogs or articles on websites such as Search Engine Watch, Search Engine Land, and MozCast to name a few. Quite often these changes occur frequently and it can be tough to keep track regularly. Therefore, it is better to have a dedicated SEO person to look after your website or contract an SEO specialist firm to look after your SEO efforts.
If your rank has been down due to changes in the algorithm, look at the elements that Google is penalizing you for and also why the change was made. Read their recommendations and follow what they say to avoid penalties. Your website can recover its rankings by following the new changes or at least prevent any further penalties in the future.
Competitor’s Website Outranked Yours
If your competitor has made significant efforts in optimizing his HR website, then it can hamper your ranking. However, it is usually a slight drop in ranking. To check if your competitor has outranked you, keep an eye on your competitor’s website. If your competitor’s website used to rank below yours and now they are above, then there is a high possibility that it is due to their SEO efforts. Just like your competitor was able to outrank you, you need to do the same to recover back your ranking that is, optimize your HR website more effectively. Create content that is SEO friendly and more relevant to your target audience. Moreover, use the right keyword for your content. For example, if users look for “training needs” instead of “training and development needs”, then you need to alter your content. Adding “training needs” becomes a relevant keyword phrase over the other. To help you with keywords ideas, there are multiple keywords tools that are available over the web. Some of them include Keyword Discovery, Keyword.io and WordStream.
Apart from keywords, you need to focus on link building, alt tag for images, clear any technical problems and many other elements that can be enhanced. Additionally, keep a track on what your competitors are doing and what changes they’re inculcating in their content. If they are steadily moving up the ranking, then you need to observe, understand and adapt those changes in your HR website as well. Tools such as Versionista and WayBack Machine help to find changes in your competitor’s websites. Once you identify the areas where you need to improve, make those changes to retain your position. Do not stop if you’ve retained your position and constantly optimize your HR website to stay ahead of your competitors.
Losing inbound links on a regular basis can bring your rank way below. Use tools like Cognitive SEO Explorer, Majestic or Ahrefs to identify any lost links. Check these lost links separately. If webmasters removed those links that means they were not natural links and so it is better that you do not try to get them back as Google will penalize you and lower your ranking again. If there are links that you lost from others, then you need to figure out what links you lost and how can you regain them. In case you know the owner of the website who provided the link, then reach out and convince him to link back again. Also, if you updated your HR website, then there is a possibility of losing links. Request the site owner to replace the links once again. If you cannot regain them, then it’s best that you replace them.
Modified Your HR Webpages
If you have modified or altered content for your affected pages, then Google may not consider those webpages to be relevant to the search query or target keyword as before. Hence, your ranking gets affected. Some of the things you need to consider when modifying your webpages include the following:
URL Address (which should not be changed).
Target keyword if it has been removed from page title or headers.
The number of times you’ve used the keyword in new content.
Check if Google can read all the content on your HR webpages by looking at Google’s cache and entering your domain name.
Check if Google can access your HR website. For this purpose, use Google Search Console that gives server and crawler reports.
In case, you cannot use the old URL address, then it should have 301 redirecting to the new URL. If Google is unable to read your content, then you need to sort this issue by contacting your web development team.
On-Page SEO Issues
On-page SEO issues can have a huge impact on your rankings. Imagine a situation where a user visits your HR website and webpage does not load or takes a long time to do so. The user will certainly switch to competitor’s website and if you have a large traffic visiting your website, then it can reduce your traffic drastically. Upon seeing this switch, Google will rank your competitor’s website higher than yours. All your efforts of optimizing your website can take a serious hit and so on-page SEO issues are a big concern. To identify this problem, check your website on Google Webmaster Tools (GWT). Once you’ve registered your domain with GWT, it will give you a report or notification of any broken links or bad internal linking. The HTML improvements feature in GWT detects any problem with tags. Moreover, PageSpeed Insights provides information on problems you may have with your website and suggests how to fix them. In case your website has been hacked, it will notify you about it as well. Hence, it is recommended that you track your website by using GWT and if there is any problem with your HR website, it will notify you immediately.
Internal links are links that are present on your website’s pages that link users to other webpages within your website. You need to check whether there were any changes made to those links that were linked to affected webpages. Ensure that those links are available and still working. Some common internal links include navigation, related webpages, and hyperlinked texts in your content. Changes made to internal links by adding or removing them can affect the link equity flow through your website. Google may view this as a drawback and hence, lower your rank on SERPs.
Ask your team whether anyone among them has made changes to these links. If this has been the reason for a drop in rank, then identify how many internal links have been removed that linked to your affected pages. Use Screaming Frog or other website crawlers on both old and new version of your HR website to compare the number of internal links. Accordingly, fix those changes and add links where you can control your content to prevent the same problem in the future.
Change in Your Server Setting
A minor change on your server’s configuration can affect your website’s rank. Google’s algorithm measures the value of your webpages based on click through rate from SERPs and the duration a visitors stays on your webpage. Now, due to change in your server setting some elements such as the performance of backend and frontend of your website, popups, ads, user experience, and others can affect your rank. If the server setting is the reason, you should consider enhancing your website performance by modifying those setting so that you retrieve your lost rank.
Identifying what caused the problem will help you in recovering your organic search traffic and your rank. Furthermore, constantly work on optimizing your HR website. There is always an SEO tactic you can execute or refine and it will help to push your website much higher than before. Be a step ahead of others by keeping an eye on Google updates and also on your competitors. In case you need support to push your website higher on SERPs and avoid any SEO mistakes, then contact a professional digital marketing firm.
Though he said this way back in 1996, today, it seems more relevant than ever before. Companies across different industries are involved in creating quality and relevant content, and then distributing it with the help of different media. With content marketing, you increase brand visibility, enhance your brand image, generate more leads, increases traffic to your website, and also helps you build authority and credibility to name a few. If you want to avail these benefits, then content for recruitment website or HR services firm becomes important. Here’s what HR firms need to do for content marketing.
The first step is to create your content marketing strategy. Choose what kinds of candidates you are targeting, whether it is for CXO level, middle-level or lower-level management. For each target group, you need to choose different types of content and channels. For example, a person looking for a top-level job will not search on Facebook or Twitter. Here, LinkedIn becomes the ideal channel to post your job details. Similarly, for middle to lower-level employees, you can include Facebook and Google AdWords too. When it comes to developing content, it will vary for different target groups. For instance, top-level candidates will expect statistical data and graphical representation in your content. Likewise, you can have a simplified or casual content for others.
If you are focusing on other business that requires HR services such as employee engagement, compliance management or recruitment services, then you need to provide content that makes you look like an expert. This is because corporate clients expect professionals to manage their HR services and so you need to establish yourself as an expert HR agency. Once you have selected your audience and channels to promote, you need to decide how you will promote them. Also, you need to consider whether in the future you may use social media or Google AdWords to advertise your HR services.
There are different types of content you can select for your HR business. They include images, videos, infographics, blogs and others. A combination of different types of content will help you get more engagement. In fact, the more content you have the more you can share on various social media channels. Keep in mind the consistency of your content creation and delivery. It shouldn’t be like you post content on social media once in a blue moon or most of it in a single day. Plan your schedule for a month in advance and also use social media channels to reach out to maximum people.
Create content that is relevant to your audience such as providing “tips” and “best practices.” For example, “7 tips to reduce your attrition rate” or “best practices for recruitment.” Your content should add value to readers and at the same time, should demonstrate your knowledge and skills that corporate clients may be looking for. Blogs are the best way to show your expertise knowledge on a regular basis. Current HR trends and HR expert’s opinions are some topics that you can consider. Maintain proper formatting and structure for your blog posts. Use bullet points to communicate information in brief and conclude your article with some actionable steps that your readers can perform. The actionable steps can be anything from commenting on your posts, sharing your content, subscribing to your HR newsletter, to availing your HR services. For candidates, it can be signing with your HR firm and submitting their CVs.
Know What’s Happening in HR
It is very important to know what are the latest developments taking place in HR. Even though you are an HR company and you may have the best HR professionals, it is always better to know what others are doing. This helps you to not only create content but also respond to people’s comments and questions. Start by reading HR blogs such as the HR Capitalist, the Evil HR Lady, the Chief Happiness Officer Blog and others. Moreover, it will help you identify content that your audience will like. Furthermore, you can put your own content in some of the most influential blogs or websites in your industry by guest posting as this is one of the best ways to reach to your audience and enhance your HR brand image.
Another way to discover what’s happening in your industry is to carry out research. When you carry out research, it will not only help you gain some vital information but you can use this information in your content as well. If the information is based on intensive research and provides valuable insights, then you fetch positive reviews for your content. Additionally, such content is shared more often and thus, you get more traffic on your HR website. Keep yourself updated and also check out what your competitors are doing. Accordingly, analyze and consult your HR professionals whether you want to make changes in your content marketing strategy.
Promoting on Social Media
Social media channels are the best ways to get more exposure to your content. When you post valuable and useful content, your followers will engage by liking, commenting or sharing it. As a result, your followers’ follower can see your content and your reach expands. For HR firms, LinkedIn is one of the common channels to target working professionals. Nevertheless, Twitter and Facebook are other channels that are equally significant. Use HR related hashtags and specific days of the year to get more engagement (like for Workers Day on May 1st, post content related to working professionals), have a complete social media profile/page and join social HR groups. If you develop video content on a regular basis, then a YouTube channel is another beneficial option for you. Videos relating to expert opinions, how to tackle interview questions, employee engagement programs, and training and development tips can be created.
Additionally, today 92% of companies use social media for recruitment purpose. Therefore, apart from promoting content, your recruitment process can be enhanced through social media. One benefit of using social media is that you can track your performance with the help of in-built analytics tools. This helps you understand what is going right for you, which content gets you more engagement and impressions. Accordingly, you can make modifications to your current plan and enhance your content creation strategy on social media. For instance, if you find that image posts are gaining high interaction, then you should focus on providing more images.
Apart from monitoring your performance on social media, track your performance with the help of Google Analytics. Google Analytics gives details regarding the traffic that comes to your HR website. It also provides an analysis of where the traffic is coming from, the demographics, their interest, geo-location and other useful insights. This data can be used to analyze and figure out how you can enhance your content marketing in future. For example, if your posts, related to training and development, gets more engagement, then have more posts related to this topic. Moreover, you can have HR experts or experts in different industries have a say on the need for training and development in organizations at various levels. Thus, by monitoring your performance, you build an effective content marketing for your HR brand.
When you develop content for recruitment website or an HR company, consider the above-mentioned points. Indeed, content marketing for HR firms requires a high degree of expertise knowledge and systematic strategy formulation. If you’ve never done anything like this before or require any help, it is suggested that you take help of an expert content marketing firm. The expert firm will help you get more clients and an increased ROI from content marketing for your HR business.
SEO Tools for HR & Employment Agencies
There are numerous optimizing tools that focus on independent elements of SEO. This includes keywords, images, internal or external links, URL, sitemaps, and HTML headers to name a few. Some of these tools also provide a comprehensive analysis of multiple elements on your website such as Google Webmaster Tools. It is important to know that there are two types of SEO tools namely, on-page tools and off-page tools.
As the name suggests, on-page SEO tools are used to optimize individual pages on your HR website and off-page tools are concerned with activities outside your website. In this article, we will look at some on-page SEO techniques to optimize your HR website. For this purpose, here are 10 on-page SEO tools for your HR website.
Although keyword research is an off-page activity, the placement of these keywords in your content is an on-page activity. Therefore, in order to get you the right keywords, you need to know about the tools that provide you with keyword ideas. Keywords play an important role in your SEO rank and so Wordstream Free Keyword Tool provides you with keyword ideas from a large database of unique searches. It’s impossible to think of SEO without keywords and hence, Wordstream can be an effective SEO tool to develop content with focused keywords for your HR website. In fact, it has some features that outperform the paid alternative keyword tools as well.
This is another keyword research tool that uses Google Autocomplete and generates long-tail keywords. Since it uses long tail keywords, it helps you to optimize different webpages for each long tail search queries. For example, if clients search for “training and development for top level management” or “compliance services for financial firm”, then you can create separate web pages and fit in these desired keywords accordingly. As a result, when your clients use these long tail keywords, and search engines will display your HR webpages as they have more relevant keywords and content. With Keyword Tool.io, you can generate more than 750 keywords in any language.
UberSuggest extracts key phrases and recommends keywords. When you visit the UberSuggest’s website, it has a short video that teaches you the basic features of using UberSuggest. This tool is useful if you want to take a look at keywords from a phrase. It allows you to find out the keywords of the possible phrase that your prospects might use as a search query. Moreover, you can copy them all at once to use in your Google Keywords Planner based on different segmentation.
With URI Valet, you can check server headers. It also allows you to view the total number of HTTP requests, download time, internal and external links, and object details together with verifying server headers. URI Valet combines more than 10 structural tools to help you see everything in a single glance. Furthermore, it also lists all internal and external links and validates them.
Your website’s load time is critical to get visitors to stay on your website for a longer time. If your HR website takes time to load, then you are sure to lose out on potential clients and candidates. In order to rectify this problem, you can use Pingdom. Pingdom is a website speed test tool that provides different on-page optimization report of your HR website. You just need to type your URL and Pingdom will give you a detailed report. It also analyzes and identifies the elements affecting your website speed. Lastly, this tool also provides a performance grade, and other recommendations to improve your website speed. So this is a must-have tool for on-page optimization of your HR website.
This is a freeware tool with which you can create robots.txt files easily. When you have robots.txt files, it allows a smooth movement of crawlers to scan your HR website and helps in good search engine ranking. You can quickly generate robot.txt with this tool. The search engines spiders can crawl your HR webpages by default when you use this tool. However, if you do not want them to crawl certain webpages, then all you need to do it exclude them. When search engine spiders can easily crawl your website, it enhances the chances of your website getting a good rank on SERPs.
There are many robots.txt testing tools including one from Google Webmaster Tools. The robots.txt testing tool analyzes the syntax of a robot.txt file to check whether its format is valid or if it has any errors. Furthermore, this tool will tell you if any robots.txt file on your HR website is blocking Googlebots (robots by Google’s search engine) from crawling any file. If you use Google Webmaster Tools, you can test your files by logging into your account and entering your site name. Then you need to select robots.txt Tester tool from the Crawl section. The tool will then give you the number of syntax warnings or any logic errors below the text editor. It is a good practice to use this tool so that your HR content is easily crawled and in the process improve your SERPs ranking.
When it comes to your HR content, most of the services provided will be similar to competitors. The services may include training and development, recruitment, compliance management, employee engagement activities and others. Even though the services will be similar, you cannot copy the same content as your competitors. You should have unique content for your audience or else Google will penalize you for duplicate content. Hence, to check your content is not the same as others, use Copyscape. It is a plagiarism checker that finds out if there are any unauthorized copies of your content over the web. To use this tool, type the URL and click on “Go”. The results will be displayed if there are any copies. Moreover, Copyscape helps in detecting any broken links so that crawlers can index your webpages smoothly. You can scan each HR webpages one by one and verify that your content is 100% genuine and original.
Webpage indexing is a critical element so that your content can be easily found when someone searches for your HR services. XML Sitemaps are instrumental in indexing your webpages. It helps in placing the number of pages in Google Search engine in a structured manner and helps you get it quickly when you search for those webpages. With XML Sitemap Generators, you can create “web-type” XML sitemap and URL-list files. Creating a sitemap ensures Google knows about all your webpages on your HR website. As a result, it becomes easy to navigate and discover them by Google’s normal crawling. Follow these steps to create a sitemap for your HR page.
Open XML Sitemaps.com and your website URL. You will also be asked to fill in some details.
Click on the “Start” button. Your HR website will be crawled and the tool will show you the number of pages, XML file content, and broken links.
There will be a link to download the sitemap file. Click on the link and download the file.
Place the file into the domain root folder of your site.
As the name suggests, this tool will inspect your sitemaps to identify if there are any errors. To check if your XML sitemap is working properly, follow these two steps.
Enter your XML Sitemap address and click on the Validate button. It will check if all the links are working properly.
You will get the option of downloading the validated XML Sitemap. Download it and ping all search engines.
Through sitemaps, you can make the map to reach different keywords in your HR website. Hence, you need to check and make regular modifications. Using XML Sitemap Inspector tool enables you to make better indexing of your HR webpages.
Now that you are aware of these on-page SEO techniques, use them to optimize your HR website. These are only a few on-page tools mentioned here. Depending on what parts of your website need to be optimized, there are different SEO tools available for you. Some of them are free SEO tools while others are available at a premium based on their features. However, it is always recommended that you take the help of a specialized SEO firm that can take care of optimizing your HR website for better results. The results can be in the form of improved rank on SERPs, increase traffic to your website or both. So do not delay and get your HR website optimized immediately to improve your business in the digital world.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.
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