Posted by Karen
on 05/21/09
In the competitive Applicant Tracking System market, RecruitGear Express was not achieving the visibilty that we wanted. Ranking well for such general keywords as"recruiting software", "hiring software" , and "applicant tracking system" seemed impossible, so we performed keyword research using Google's Keyword Tool to determine more specific keyword phrases that would be less competitive.
Four industries were targeted: Health Care, Hospitality, Retail and Seasonal/Temporary workers. A "landing page" was added to the site for each of the industries, with graphics and text customized to that industry.
As a result, RecruitGear Express now ranks:
- #1 on Google, Yahoo, MSN, and AOL for "online retail hiring software"
- #1 on Google, Yahoo, MSN, and AOL for "seasonal temporary hiring software"
- #1 on Google and Yahoo for "hospitality hiring software", #2 on MSN and AOL
- #4 on Google for "health care recruiting software", #1 on MSN, #8 on Yahoo
While the traffic for those keyword phrases may be lower, the visitors who do see RecruitGear Express are more likely to be looking for the exact service that the software provides. It's better to have a high conversion rate on a small group of visitors, than a low conversion rate on a large group. Your clickthroughs and bounce rate are now being factored into your quality score by Google, to be used on both organic search results and Adwords listings.
Your goal should be the same as the search engine's goal: to get the right visitors to the right place.
Subscribe