SEO/SEM More Than Just Hype

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A presentation that explains the basic of SEO and SEM and how it is applied to recruiting.

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SEO / SEM : More Than Just Hype : 

SEO / SEM : More Than Just Hype Nicole BodemDirector, Search Marketing - Arbita

Poll : 

Poll Search Engine Optimization (SEO) Search Engine Marketing (SEM) Do you Currently Use SEO/SEM Strategies to increase your talent pool? Just hype?

Why Does This Matter to Me? : 

Why Does This Matter to Me? Recruiters & Marketers are not that different. Both are trying to “find” people Recruiters use keywords every day to find candidates Candidates use keywords to find jobs The way to leverage this candidate traffic is through search

What is Search Engine Optimization? : 

What is Search Engine Optimization?

What is Search Engine Marketing? : 

What is Search Engine Marketing?

What is Better – SEO or SEM? : 

What is Better – SEO or SEM? Each channel has its pros & cons Heat Map – represents where users click SEO = 75% SEM = 25%

Things to know about SEM : 

Things to know about SEM Bidding isn’t Everything – Google wants to make $$ Google Quality Score partially determines how much you’ll pay Considerations are: Click-through rate (CTR) Relevancy of your landing page Relevancy of your ad copy

Example of a Good PPC Advertisement : 

Example of a Good PPC Advertisement Search –Minnesota .Net Developer Job Most of the terms we searched for are in the ad Terms are bolded As a user, I get a sense of relevancy

What Comes After the Click? : 

What Comes After the Click?

Example of a Not so Great PPC Ad : 

Example of a Not so Great PPC Ad

SEM Best Practices To Consider : 

SEM Best Practices To Consider Be Specific Include call to action Don’t forget negative keywords Avoid home page if possible Use short keyword lists

Advanced SEM/PPC Tip : 

Advanced SEM/PPC Tip Include keyword in ad using DKI – Dynamic Keyword Insertion. Acts as a “search & replace” feature Learn more here - http://adwords.google.com/support

SEM (PPC) Works Well For…. : 

SEM (PPC) Works Well For…. Filling Immediate Needs – Results Are Immediate Filling Candidate Pipeline for Future Needs Not so well for… Using PPC for “purple squirrels” may not be cost effective Not a difficult tool – the challenge is time to do it RIGHT

Let’s Talk Search Engine Optimization (SEO) : 

Let’s Talk Search Engine Optimization (SEO) Leverage candidate traffic from search engines. Optimize job content & career sites. Challenges with Career Sites: Flash Movie (unable to highlight text) Popup Windows (No Address Bar) Frames (No Address Bar, Separate window that scrolls) Dynamic URL’s (= ? & % + $ cgi-bin .cgi) Lack of Meta Data -------------------------------

Things You Can Do Today : 

Things You Can Do Today Did you know that often your ATS prevents you from search engine visibility? Label Your Careers Section “Careers” or “Jobs” Display Careers button prominently on home page main navigation, not footer. Add unique title tags for each page

SEO Tip – Get Job Feed From ATS : 

SEO Tip – Get Job Feed From ATS Ask your ATS for a Job Feed

Optimize Your Job Titles : 

Optimize Your Job Titles Content written for the company, not to attract candidates through Search Engines. Use job titles that make sense to candidates Remember….The job title is a candidates first impression

Rework the Job Description : 

Rework the Job Description Formatting matters, break up large paragraphs of content with headers & bullet points Repeat your job title a few times within the content to build relevancy Add City, State and Abbrev. (San Jose, California – CA) Add info that matters to candidates (daily workday) Add a keywords section at the bottom which includes additional relevant terms and geographies EXAMPLE ER Nurse Job Keywords: emergency nurse job, emergency medicine nurse, ER nursing job, ER nurse career

SEO Works Well For.. : 

SEO Works Well For.. If you needed to fill a spot yesterday, SEO won’t help much. Invest for future needs – long term investment.

Pros & Cons Comparison : 

Pros & Cons Comparison Pros of SEO Results trusted More clicks You don’t pay for each click More cost effective Used in other marketing channels Cons of SEO Results not guaranteed Longer ramp up period Website changes required Keyword targeting limited Pros of SEM (PPC) Immediate results Very few website changes required Unlimited keywords Precise geo-targeting Cons of SEM Rankings disappear when $$ stop Expensive Click fraud issues Results not as trusted

5 Ways to Track Success : 

5 Ways to Track Success Success cannot be evaluated if you cannot track How many applicants were driven to the site via search marketing channels? How many applicants were driven to a specific job posting? How many of those applicants applied? What percentage of the applicants that applied were hired? CPA or cost per applicant

Rankings Are Old School : 

Rankings Are Old School What About Ranking?

Introducing Personalized Search : 

Introducing Personalized Search Results modified based on past history, bookmarks, personal homepage & RSS content (only effects first 10 results) What will a search on BEATLES return? A car, the band or the bug???

How will personalized search impact SEO/SEM : 

How will personalized search impact SEO/SEM Not much if already concentrating on relevancy, search-engine friendly sites & user generated content. Understanding target audience & user engagement more critical then ever Optimize for personal search users Concentrate on Site stickiness – the longer a person stays the better Quality content (blogging) Add to Google buttons (RSS & Bookmarks) Video Social networking components

Conclusion : 

Conclusion SEO/SEM are tactics used to drive traffic to your ad/website and job. Without good candidate experience, campaigns will never reach their full potential. Bad Candidate Experience Career Site & Communications Biggest Complaints Unable to find job they were interested in Lack of content on the career site (culture, benefits, diversity, why work here) Lot’s of information but not organized well 404 error messages Resume black hole of death Lack of follow up at various stages (especially after interview)

Slide 26: 

People Matter

Slide 27: 

Thank You! nbodem@Arbita.net 612-278-0000

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