Like Recruitment SEM, anyone can have a crack at Recruitment SEO. That doesn’t mean it will work. To point you in the right direction, here are some of the common mistakes we see:
On Page SEO
1. Google indexes the site as a whole – So many people think Google looks at your whole site in one crawl but actually Google looks at each page separately and assigns PageRank(TM) to each page individually. This means that just because your home page has a PageRank(TM) of 5 doesn’t mean any of your other pages are well ranked by Google. Some of your pages may not be indexed at all so it’s always worth checking.
2. Optimising your site around a couple of keywords works best – As Google does index each page individually take advantage of this fact to optimise each individual page for different keywords. So many people will use the same basic Title tag for each page when they should be researching what all their important keywords are and then carefully inserting different words into the Meta tags and content for each page. This way your site as a whole will come up for more search terms.
3. Being Inconsistent with Ad Copy – Ensure that if you put an important keyword in your content a number of times that you also have that keyword in the subfolder or subdomain part of your URL, in your Title tag and in your Meta description tag. Google will use all these factors to assess what keywords that page should be displayed against, so by having your important keywords in all the important places will increase the possibility of that page being shown against that keyword.
4. Using the Meta Keyword tag works – Most site owners will put all their important keywords into the Meta keyword tag within the page’s source code. Google originally used this tag to ensure it was displaying your pages against the right keywords. Its algorithm is now far more advanced and Google now looks at this Meta tag as spammy as any keywords can be entered into it. For these reasons Google no longer uses the tag as part of their search algorithm and so there is no point wasting time on it, just leave it blank.
Off Page SEO
We have a guide to back linking that you can find here which explains in more detail what you should be looking for when choosing the sites to add links too but here is a couple of mistakes many owners make when creating back links to their pages.
1. All paid links are good – Just because you pay for a link on a site does not mean it will benefit your PageRank(TM). Many paid link sites are seen to be spammy by Google and if you pay for a link on the site your site may be punished by Google and you could lose PageRank(TM). It will be more beneficial to spend more for 1 link on a big well known directory like Yahoo directory than lots of links on smaller more obscure link directories.
2. Lots of links are good – Google is clever enough to understand that if a small site suddenly gains hundreds of back links in a short period of time that these links were not created naturally and it may ignore these links gaining you no benefit. The general rule is to create links consistently but not in such large numbers that Google would be suspicious. If an SEO company promises you thousands of back links in a short period of time, they don’t know what they’re doing. That could end up causing your site a lot of harm.
3. Big, popular sites are better – So many web site owners will spend a lot of time creating links on big free web sites like Twitter, Facebook and Expedia. What most people don’t know is that having links on these sites will not benefit your ranking with Google. We are great advocates of these site’s, but use them to better connect with your audience and not just for SEO. The reason we say this is that these site’s insert a bit of code called "nofollow" that instructs Google that any hyperlink on that page should not influence the link target’s ranking in the search engine’s index. In simple terms, you’ll gain no SEO benefit from having your link on these sites.