Using Analytics to Drive SEO for Your Career Site
- posted in: Career Websites
Have you ever heard these comments before? “I know this is the most visited page on our career site, but I don’t think we really need it.” Or “it has the lowest number of hits, but I think it is still one of the most important pages we have on our career site.”
Even Google knows what we’re talking about:
Over the last week, SEO was a hot topic on Twitter—at least in the SEO world. In the spirit of Halloween, SEO horror stories from every corner of the globe boosted the trending hashtag #SEOhorrorstories. Tales of optimization gone awry and antiquated practices poured out from over a thousand tweets and were viewed more than seven million times.
SEO is an ever-changing landscape
Unless you are Google or Bing, no one really knows where SEO is going next—what counts for you or against you, how to properly boost your rankings or how to negate all your hard-earned results. It is an ever-changing landscape, and your strategy should be agile and ready for change. Where we were only a few years ago is already outdated and the acceptable optimizations for SEO algorithms are barely viable now.
Take for example, the impact of mobile in SEO. Google (and maybe others) now rewards mobile-friendly and mobile-responsive websites with better positioning—something that wasn’t even a consideration just a couple years ago. Which means that if your career site is mobile-friendly, you may have a leg up on your competitors when it comes to traffic.
How analytics can help your SEO efforts
What remains the same, throughout all this change, are the facts—analytics will point you in the right direction every time. It is hard to argue with the numbers when they objectively paint a picture of what is happening on your career site. What content is performing and what isn’t? Are candidates staying on the page long enough to read and invest in the content?
Why are analytics so important to SEO? Because if the content is not performing well, it could be a sign of poorly constructed content, misaligned content or site structure, overusage of unnatural keywords, or even worse. Reviewing the analytics behind your career site will help you obtain an accurate pulse on its performance , build a strong foundation from which to build your SEO efforts and, ultimately, better attract and connect with the right candidates for your organization.
At the end of the day, the most important thing to remember about SEO is that trying too hard to be optimized can do as much damage to your rankings as not doing anything at all. Be authentic to your employment brand and cultural messaging, back up your optimization with the hard facts of analytics, and you will find that you can easily adjust to new and upcoming requirements search engines add to their algorithms.