
One of the most common questions we’re asked when developing a careers website is: “Can you make sure it’s optimised for Google?” It’s a smart – and important – question, but not always a clear one. The short answer is yes: we’ll ensure your site is fully set up for indexing across all major search engines – not just Google, but also Bing, Yahoo UK, DuckDuckGo. That’s just a standard part of our process. But true optimisation is about more than ticking technical boxes. We need to understand: What exactly should your site be optimised for? Is it a specific job? A department? A key element of your employer brand? Maybe all three? Once we know, we can build an SEO strategy aligned to your goals.
Before we dive deeper, let’s step back and cover the fundamentals of Search Engine Optimisation (SEO) – and how search engines really work.
Back to basics
SEO is both an art and a science. At its core, it’s the process of enhancing a website’s visibility in search engine results for relevant queries. Effective SEO spans a wide range of efforts – from technical improvements to content strategy – all aimed at matching user intent and delivering a strong user experience.
How search engines work
Search engines like Google follow three key steps:
- Crawling: Bots scan the internet, collecting information from millions of web pages.
- Indexing: This information is stored and organised within a massive database.
- Ranking: When a user searches, algorithms select and order the most relevant pages to display.
For instance, a search for “Employer Brand Agency” prompts Google to sort through its index and display the results it deems most relevant to the user’s query and intent.
Organic traffic vs paid search
SEO primarily focuses on generating organic traffic – visitors who find your website through unpaid search listings. However, on most search results pages, you’ll also see paid advertisements – often listed at the top.
A few important distinctions:
- Search Engine Marketing (SEM): Encompasses both paid and organic strategies to appear in search results.
- Search Engine Optimisation (SEO): Specifically focuses on improving unpaid, organic visibility.
- Search Engine Advertising (SEA): Refers to paid ads targeted to specific keywords.
- Pay-Per-Click (PPC): A model where advertisers pay each time a user clicks on an advert.
Both SEO and PPC have their place. While PPC delivers immediate results (at a cost), SEO builds sustainable visibility over time. Ideally, a balanced approach incorporates both.
Why SEO matters
Companies invest significantly in SEO for a reason: it drives high-quality, sustainable results. To illustrate, Google processed approximately 8.3 billion searches daily in 2024 – a number that continues to grow exponentially. If you have a website, appearing in relevant search results is essential.
SEO captures real intent
Unlike social media, where brand messages compete for attention, search is intent-driven. Users are actively seeking information, solutions, or opportunities – and SEO connects you directly with that demand. This makes SEO a powerful inbound strategy: users come to you, already primed to engage.
SEO creates competitive advantage
Creating a website and leaving it at that simply won’t cut it. With new websites popping up left and right, getting noticed is becoming increasingly complex. But SEO can help your employer branding by:
- Enhancing visibility
- Building authority and credibility
- Increasing engagement
- Driving qualified traffic
- Strengthening employer brand loyalty
The three fundamentals of search engine optimisation
SEO is all about optimising your website to increase your online visibility. But what do we mean by that? What exactly should you be optimising? Well, there’s a lot you can do, and it can be divided up into three main areas.
Technical optimisation
Technical SEO ensures your website functions properly for both users and search engines. Key focus areas include:
- Fast page loading times
- Crawlability (making the right pages accessible to search engines)
- Eliminating dead links
- Website security (SSL certification)
- Implementing structured data
A fast, secure, well-structured site not only improves rankings but also provides a superior user experience – a key priority for search engines.
On-page optimisation
On-page SEO focuses on optimising the elements within your website itself. This includes:
- Creating high-quality, relevant content
- Smart keyword integration
- Demonstrating Experience, Expertise, Authority and Trustworthiness
- Building clear site structures and internal linking strategies
- Crafting effective URLs, meta titles, and alt text
On-page optimisation ensures your content is discoverable, relevant, and valuable — boosting both user engagement and search rankings.
Off-page optimisation
Off-page SEO focuses on building your site’s reputation across the wider internet. Key strategies include:
- Earning high-quality backlinks
- Content marketing
- Active engagement on social media platforms
High-quality backlinks act as endorsements of your content’s credibility, signalling trust to search engines and helping to improve rankings.
Platforms like LinkedIn, Glassdoor, Indeed, Facebook, Instagram, TikTok, and YouTube – along with major job boards – can all enhance your SEO performance.
Key search engine ranking factors
Search engines evaluate hundreds of factors when determining rankings. While the exact algorithms are proprietary, several key factors are consistently influential:
- Content quality, relevance, and usability
- Strength of internal and external linking
- Technical infrastructure (security, mobile optimisation, etc.)
- Overall user experience (site speed, ease of navigation, etc.)
- Brand reputation and online presence
Focusing on these fundamentals provides a strong foundation for sustainable SEO success.
So, where does that leave us today?
Search engines continue to improve their algorithms to improve their users’ experience. The focus points of SEO in 2025 are still high-quality, user-centric content, technical excellence (site speed, security, mobile compatibility) and a clear alignment with search intent. Search engines are working hard to better understand a user’s search intent and show that user the results that best fit their needs. Related to that, they continue to improve how information is presented in the search results, which can differ quite a bit per search intent.
Zero-click searches
Today, more searches are answered directly within search results – without users clicking through to a website. While this can reduce site traffic, being the source of these featured answers still strengthens brand visibility and authority.
Large Language Model (LLM) chatbots
Tools like ChatGPT, Gemini, and Claude are reshaping how users search for information. Search engines are also incorporating AI-driven overviews that synthesise information across sources to answer complex queries. This evolution means SEO strategies must focus not just on attracting clicks, but also on becoming trusted, high-authority sources that AI and search platforms reference.
Need a little help?
We’re here to help. Whether you’re launching a new careers site, aiming to improve your search visibility, or looking to ensure your brand is referenced across new AI-driven platforms, it all starts with one essential question: “What exactly do you want to be optimised for?” Once you can answer that, you’re already on the path to success. Let’s connect. After all, much of our best work has started with a cup of tea and a call.