But how do you get those links? The entire process is called Link Building and means getting out there to the digital world and making sure other websites link to your website. It is a process that can take a significant amount of time, so we’ve put together some link building strategies that will help doing it the quicker way:
Creating blog posts or other content
In recruitment industry, both candidates and clients are usually looking for more information that just the jobs available or services you offer. Doing some keyword research and then creating relevant blog posts on topics that attract the most traffic, industry guides, or even creating a creative contact page will increase your digital assets that can be linked from other websites. Going out there and promoting it through social media or potentially approaching some key opinion leaders in a specific industry will create those well needed links and will strongly support your other link building strategies too.
Creating meaningful link building campaigns
Sometimes just getting some links are not going to be good enough to get those high rankings (forget random website directories), so you’ll have to be creative. For example, creating some infographics on current recruitment trends or building other content assets than a blog post might be a way to go. Promoting that content and also potentially reaching out to bloggers to get some ‘link juice’ has so far worked wonders for a few businesses we worked with.
Getting quality links
Back in the old days links from any website would count so naughty agencies would submit their websites to random directories to get up the ranking ladder quicker. Doing so would probably do more damage these days so looking for more reputable websites to link to would be a better strategy. To name a few reputable websites: government, universities and other educational institutions, international organisations, popular and reputable news sites, etc.
Varying anchor text
Using the same anchor text (e.g. recruitment news, recruitment) in your content to rank for those keywords over and over again will not look natural. The trick is constant change: for example, use text that is not a direct match to those keywords, different URL’s, brands or different spellings of those keywords.
Using your brand as an anchor text
Your brand is the most natural anchor, so using it 80-90% of the time might do the trick big time.
Using anchor text that makes sense
A phrase ‘best recruitment agency London’ doesn’t really make sense on its own even if it is a very popular search term. Making it look more natural will help clever search engines to define the purpose of your website a bit more.
Varied link types
A combination of links coming from, for example, career bloggers, key industry leaders, university websites, and news websites or certain directories should be the way to go. It doesn’t have to be the ones mentioned above, but the trick is to keep those links diversified. The more, the merrier!
Taking advantage of seasonal trends
If you noticed some seasonal trends during your recruitment practise, it would make sense to make the best use of it. For example, if your candidates are starting to look for new job opportunities in January, you’ll see some career bloggers talking about it in December. Jumping on the bandwagon and reaching out to them with your unique blog posts on CV writing or industry trends and headlines for the upcoming jobs should get some attention.
Different length of content where the links are placed
If you collaborate with other bloggers, companies, or organisations to place your blog posts on their websites, it would be a good idea to have different versions of those posts with varying lengths. The same length will create a pattern that looks too suspicious for search engines.
It’s not always about metrics
Naturally, you’d like to your content published and website linked with big players in the field (websites that get a lot of traffic) to get as much link power as possible. But sometimes websites that are new and doesn’t have that authority yet might also be a good idea for many other reasons. The only aspect to avoid is going extreme and only linking with websites that are very high and low quality and nothing in the middle – again it will look too suspicious.
Bringing the Social Media gods to the mix
Encourage everyone to share content, some publications and important company updates to keep it lively. Linking back to the content will give it some strong social signals which search engines like (even though they officially say they don’t).
Managing link building volume expectations
Remember the days when you started in recruitment industry – things were a bit slow at the very beginning because you needed to introduce yourself to new clients, find new candidates and basically let everyone know that your recruitment shop is open for business. You’ve built a reputation over time and here you are now when people know exactly who you are. The same principle should be applied to digital world – links are like your reputation and expecting millions of them overnight would be rather unrealistic. If it does happen, search engines will flag link building exercise as something suspicious and you don’t want that.
Linking your own content
It might be a case that you’ve written a wonderful timeless post about career tips for executives a while ago and it was quite popular and got linked well at a time. In fact, building value to those links and passing it through without building huge amounts of links all pointing to the site, might be a very beneficial exercise to show quality in your recruitment niche.
Link building strategies using other types of content
Infographics or some other original content is fun and not only for obvious reasons. First, they are a natural reason to get a few links, because it shares information that is broader and not necessarily brand specific (search engines know that). Also, once the infographic is out there on social media or gets mentioned somewhere, they tend to get a few shares or get republished a lot more than standard content. Voila!