Optimization is Still a Hot Topic: Why Homegrown Matters More

In a previous blog post, we discussed the importance of avoiding optimization gimmicks that can sink your SEO efforts—particularly when it comes to your career site and job postings. Purchasing search engine optimization services often happens at the expense of investing time and effort into better architected sites that rely on organic search to boost rankings. So why take time to revisit this subject? Because we’ve found that clients and prospects alike still find this topic just as puzzling and complex as they did last year.

Optimization alternatives

What are your choices when it comes to search engine optimization? The first choice many companies may turn to or think of is purchasing vendor SEO management services. With the time required to develop and manage an ongoing SEO strategy internally, many organizations believe an SEO firm will deliver better results. But this view is often short-lived. Companies that rely on pay per click (PPC) only may see immediate results in driving site traffic, but fail to build a long-term organic strategy that makes a lasting impact for their business.

The second option—which I continually discuss with and recommend to clients—is the importance of building homegrown SEO over purchased. Homegrown search engine optimization places emphasis on creating great content, optimizing your HTML and site architecture. It takes time, hard-work and ongoing investment in managing your homegrown efforts. But trust me, it’s worth it. I often advise clients that purchasing SEO from a vendor can result in partnerships that come and go and lose traction in the market. But owning and creating a homegrown process yourself—and focusing on longevity and quality—means you’ll be rewarded in the long run.

According to a recent online Forbes article titled, “7 Reasons Why Your Business Should Invest In SEO”:

Investing in organic SEO is more important now than ever before, despite the current difficulty everyone finds themselves facing regarding the lack of organic keyword data and traffic. Your business definitely needs to have an SEO strategy in place if you are interested in succeeding in terms of online marketing; it remains one of the single most important components of any organization’s branding efforts and online presence (Olenski, 2014).

Optimizing for the candidate experience

From a recruitment and candidate attraction standpoint, it’s essential that you remain diligent in making site pages user-friendly for search engines and candidates alike. Understand search terms and keyword trends over time. Know what is trending in candidate searches and use this information in your homegrown optimization efforts to make sure you are targeting the same terms your candidates are using. Make sure your efforts in SEO allow for opportunities to alter and enhance performance, usability and experience of your career site.

While pursuing a homegrown optimization strategy may seem daunting—especially when it comes to your career site and job postings—know that the investment is worth it and pays dividends in building a long-term strategy that will make your company attractive to candidates and search engines alike.