The chances are that you rely on paid traffic to get candidates from point A to point B.
Point A being where the candidate starts.
Point B being your Careers site or Job Advert.
Paid traffic can be paid social advertising on LinkedIn, Facebook, Twitter, Instagram, Snapchat etc; paid for job board advertising on GlassDoor, Indeed, CV Library etc; or paid for Google Adwords.
This traffic is easy to get and can provide immediate results but it can come along with a hefty price tag (which is why you should buy your media through someone with better buying power.... like, erm, TMP!)
What you should be doing alongside this reactive approach to the immediate demand is being more proactive with the needs of the future. This can come with increasing the amount of organic traffic that you get from Google.
Organic traffic comes about from a candidate performing a search in Google and then clicking on one of the organic (non-paid) results. Organic traffic is the most sought after traffic because it is something that money can't buy. It provides a better click through and conversion rate than you find with paid traffic.
The problem with organic traffic — well I say problem, but I think it's the best part of organic traffic — is that it won't happen overnight. You need to plan the keyword strategy and put effort into creating content that people want to read.
There's a tonne of great advice in this article around the type of content you need to be creating. The key guideline is content that has strong E-A-T: Expertise, Authoritativeness, and Trustworthiness (everything has to be an acronym).
The best advice is summed up with this:
"We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward."
If you're interested in how you can grow your organic traffic on your site then get in touch, we can talk more about it over a coffee.
Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as “core updates.” They’re designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers. These core updates may also affect Google Discover.