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Why financial services candidates can’t find your blog

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You’ve put hours and hours into your finance company’s blog, and yet traffic is at a standstill. You’re trying to use blogging to attract job candidates, but it just doesn’t seem to be working.

Sound familiar?

Many finance companies know a blog can be great for recruiting both active job seekers and career managers (often referred to as passive candidates), but if it’s buried in the search engine results pages (SERPs), it’s unlikely candidates will see it.

There are some common reasons why financial services candidates can’t find your blog, but this post will show you how to use search engine optimization (SEO) techniques to improve your blog’s visibility.

Your content isn’t in demand

This is the most important element of a well-executed blog, which is why we’ll start here. There are a few questions you should ask yourself when creating a blog post:

  • Has this topic already been discussed by hundreds of other sources?
    • In other words, can you add anything to the discussion that candidates haven’t already read elsewhere?
  • Have I discussed the subject clearly and thoroughly?
    • When a candidate finishes the article, they should have a firm grasp on the topic.
  • Is the subject too broad or too narrow?
    • If a topic is too broad, your post is likely to get buried in the SERPs, but if it’s too narrow, it’s unlikely candidates are searching for information on it.
  • Is the subject relevant to the needs of financial services candidates?
    • Put yourself in the shoes of your audience and think about what questions candidates might be asking. Then, create blog posts that provide the answers to these questions.

PRO TIP: Even with helpful, highly relevant content, your search ranking can suffer if your blog is only updated every couple of months.

You’re using the wrong (or too few) keywords

While Google’s search algorithm now favors content quality over the actual number of keywords a page contains, including keywords is still critical.

Consider the types of phrases financial services candidates might use when searching—for example, “tips for finance resumes” or “how to interview for a position in finance.” You can also target career managers with keywords about the finance industry that aren’t necessarily related to job hunting, such as “financial services news” or “trends in finance.”

Incorporate these keywords into your headlines, copy and metadata. But be sure you don’t use them excessively (a ploy referred to as “keyword stuffing”) because Google frowns upon this tactic.

You’re not taking advantage of social media

If you’re not using social media, you’re missing out on a valuable way to boost your reach. Including social sharing buttons on each blog post makes it easy for readers to share your content with their social networks, helping to increase visibility. Promoting new blog posts on your social media pages (including LinkedIn, Twitter and Facebook) can also help increase traffic.

Your goal should be to create content that is interesting enough to financial services candidates that they want to share it with others. Their endorsement builds social proof for your blog, which means even more candidates will share your content. This can have a snowball effect:

  • Your brand becomes a trusted resource
  • Your website authority increases
  • Your search ranking improves

You have too few inbound links

An inbound link is a link to your site from another website. When industry publications and other finance companies link to your blog, it provides additional avenues to your posts and introduces your content to a larger audience with relevant interests.

One option is to write guest blogs for financial news sites (for example, Investopedia and Modest Money) and include a link back to your blog. If a site doesn’t allow guest blogging, you can ask if they’d be willing to link to your blog as a resource in one of their articles.

PRO TIP: The number of inbound links isn’t necessarily as important as the quality of the link sources. A few inbound links from reputable authorities are better than dozens of links from lower-quality websites.

In addition to the tips above, it’s crucial to stay current on new SEO strategies and algorithm updates. And finally, ensure your blog abides by Google’s Webmaster Guidelines to avoid being penalized. A blog filled with interesting and relevant content is a great recruiting tool—just make sure financial services candidates can find it.

Want more tips about recruiting in the financial industry? Contact us here to learn how we can help.

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