Keyword research is fundamental to having a successful business online. If you are Michael Page, Adecco, Marks and Spencer, John Lewis or Macy’s in the US, your brand is so strong that people just search for you by name. Mere mortals like you and I down on planet earth, don’t always have that luxury.


Anyone that talks to me knows at some point it will come up in conversation about whether they should look at keywords for their website. Keywords are one part of the equation. In addition,  if you want to get found online you will also need to consider great content, good authority links and social signals and interaction. Keywords are a great starting point.


Let’s use an example close to my own heart. Imagine I was looking for a sales and marketing position. I am likely to sit in front of a PC and head to Google and LinkedIn and add in the phrase, “sales and marketing job”. So in the spirit of research that is exactly what I have just done. Google keeps a record of how many times people do this. There are many forms of the words that people might type. That could be role, career, position or job. For the record, when you add the monthly searches for both the  sales and marketing job and jobs derivation the total searches goes to 6500 searches a month in the UK alone. Start adding in all the other words and phrases and you will see the opportunity.


First of all let’s explore some of the benefits of keyword research that might not be as obvious:

1. Your potential Client or Candidates can find you for the product or services you are offering

2. You can build a relationship through interacting  with your audience

3. You can brand yourself as an expert in your recruitment niche or sector

4. You can start to build your authority website

5. It is one of the key ways that Google sends people to your website

6. It stops time wasters- Keywords will attract the clients you can serve best


If that is not enough to inspire you I don’t know what is. What saddens me is that  some people write content for their website. The truth is they write an Article or blog post that never gets seen, why? Because they have not added keywords in all the right places .


Current website software and coding today makes it easy to add the relevant keywords to your website and everything you write. We advise clients to use a CMS (content managed system) for their website platform. The two most popular are WordPress and Joomla.


So how does it all work?


Imagine a huge filing cabinet stuffed with content, yours being some of it. In front of a computer somewhere is someone looking for a new position  in other words they are using keywords to find you.


So they tap a string or words into the search bar. Likely to be Google if they live in the UK or the Western world. Along comes Mr. Controller (aka Google) looking for where it can find the content that said surfer is looking for. First thing is they match up the keywords the surfer used and where those keywords are online. They look for other things as well like links and good content. First though are keywords.


That is basically it. Yes of course there is more to it when it comes to the structure of your pages and how they all interlink. In honesty that is best left to an SEO consultant who understands recruitment to carry out. As a start this is where you need to begin.


You can have a look on the Google keyword tool to give you a good start about what basic keyword searches people are making. You can then use this information in the blog posts and articles you write. Here are a few examples for you, for simplicity I have taken a broad keyword. We have clients in both the recruitment and management sectors so I don’t want to reveal theirs! So here you go with one we don’t have and a popular subject.


Keyword: Women’s Shoes

“Women’s Shoes: What Are The 7 Must Have Styles for 2013”

“Women’s Shoes Don’t Have to Be High to Look Stylish”

“Women’s Shoes Best Buys For Summer”

“What Women’s Shoes Say About Their Style”


Do you see how it works? If your website is set up to have a number of keywords around this topic you will get your pages to appear. To get your appetite going I have listed the search volumes for the top searches around this subject in the UK each month. The cost is how much people pay to advertise through Google. A quick glance and I have got at least a dozen titles I could use that would get people to my webpages.


womens shoes




cheap womens shoes




womens shoes sale




A different example and one I am sure at least 50% of the population can relate too. The key point about today’s blog post is, whatever your recruitment marketing plans are think about how you will get your website found and draw people to your site. It is the cornerstone of your inbound marketing and in the current climate can work wonders for you.





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About the Author:

Denise Oyston
Denise Oyston is the CEO of Super Fast Recruitment, who specialise in helping recruitment and staffing organisations globally to attract candidates, clients and talent, through their online training programmes and service delivery. Denise has 27 years’ experience in sales and marketing and is a ghost writer for many well-known names in the recruitment sector and with her business partner, Sharon Newey, is the creator of Dominate Your Sector. This is the premier marketing training programme for business owners and their marketers.