The document discusses how search engine algorithms have changed, requiring companies to adopt new SEO strategies. It outlines tips for companies to increase their SEO visibility in this new landscape ("SEO 3.0") including optimizing social media presence, local listings, website content/images, and claiming profiles on sites like Google+. The key is taking a holistic approach across online platforms to provide engaging, shareable content for users.

2. What We’ll Cover
• We’ll touch quickly on a few SEO fundamentals
• Recent changes in how search engines evaluate websites
• Discuss what these changes mean to companies & their SEO
strategies
• Tips in increase your SEO 3.0 visibility.

4. SEO vs. Paid Results

7. Most SEO Products Follow the Same Strategy

8. So Far, This Approach Has Been Successful
Company results are able
to compete with the ‘big
boys’
BUT…..
The latest search engine
updates have changed the
SEO game

9. Google’s Latest Updates - “The Panda Updates”
Filter designed to identify what Google believes
to be ‘low quality websites’ & decrease their
visibility online.
 Unique vs. duplicate content
 Was the site designed solely for SEO
 Does the site provide valuable content that is
updated frequently?
 Uses visitor behavior data to determine quality
Google also announced additional signals they pay
attention to including………

10. Universal Search – Distribute Your Assets
• Search engines display more
than web results
• Not new – but much more
important. Google rewards
sites that distribute their
brand assets.
• Under utilized in recruitment
• SEO is out – DAO is in

11. Social Search Signals
POLL: Does Your Company Block Social Sites?
• Google now factors social signals (tweets,
likes, +1s) into how they rank sites.
• Content created/shared by people in your
social circle, will likely appear in search
results.
• Who you are matters! Authoritative people
lend their authority to pages they share.
• Social media participation is extremely
valuable – blocking access means missing a
HUGE opportunity.

12. Quick Note About URL Shorteners
Using URL shorteners like bit.ly and tiny URL are not a problem
in terms of SEO. Google will give you credit and pass on
authority.
However the platform may have their own rules. Twitter
puts ‘no follow’ tags on all outgoing links which prevents page
rank from passing.
**Don’t worry about whether a link is passing authority.
Shared content encourages links from other sources

13. Do You Have a Local Listing?
• Targets a specific geographic
area. Also works for company
name searches.
• Appear above the SEO results,
can include images, videos &
links.
• Each location can have a page.

14. Visitor Interaction Impacts SEO Performance
Visitor behavior impacts SEO visibility –
Pay attention to your analytics. User
experience &
engagement
» Time on site just got a
» Return visitors whole lot
» Number of pages viewed more
» Bounce Rate important
Note: Don’t rely on reports from vendors – It’s your
data, go directly to the source.

15. Easy Ways to Improve Visibility in a 3.0 World
LinkedIn – Edit website ‘other’ links to link to your
company. Be sure to use keywords!
Example:
***If I was a recruiter for Hirecast Consulting. I might use the
following keywords in my link: Minnesota IT Recruiter or Find IT
Jobs

16. Add Google +1 Button To Your Website
• Let visitors recommend your content on
to their social circle.
• Each +1 is a vote for your page
• Super Easy! Start Here -
www.google.com/webmasters/+1/button

17. Build Your Twitter Authority
Tweeted content by profiles with
authority are much more valuable.
Authority Factors
• Number of followers
• Authority of followers
• Regularity of updates
• Profile age
• Follower to following ratio
• Amount of re-tweets
• Authority of accounts re-tweeting

18. Keep Your Website Content Fresh
Search engines reward sites that
have fresh content. Analytics can
give you ideas.
• Interactive elements – polls
• industry news, events
• Employee profiles
• Add a blog and link it to your
main website.
Blogs are great for getting your
jobs SEO visibility!!

19. Every Website Has Images – Optimize Them!
Google Images drives a surprising amount of traffic to your site, yet it’s often
overlooked.
• Architecture - All Images should go in an image directory
• File Names - Descriptive and contain keywords where it makes sense, it helps search
engines understand what the image is about.
• Image Alt Text - Good alt text would include the words used in the file name. Text
should describe the image and be no longer then a few words.
Example:
Image File Name: dairy-queen-employee-volunteers.jpg
Alt Text: dairy queen employees volunteered their time packing food.

20. Claim Your Local Listings – It’s FREE!
Google - google.com/places
Bing - bing.com/local
Yahoo - local.yahoo.com
Process
• Go to the link above
• Fill your listing w/content – be sure to add a link to your careers site.
• Verify the listing. A post card is sent to the business address.
• Use the pin number to confirm and publish your listing.
Video Help - http://www.youtube.com/watch?v=1Ttx9BGV1is

21. Image SEO - Flickr Optimization
Flickr is a powerful SEO tool as the
results are heavily indexed.
• Image assets can be optimized
around employment/work culture
searches.
• Upload: create a descriptive title,
provide tags, a description that
includes a link to your website
• Join related groups, add relevant
contacts and comment on other
users images.

22. HOT NEWS: Google Plus Pages Went Live
Claim a profile to interact with and engage their
customers and fans.
Own more results. Pages are already showing up in the
results.
Notes From My Test Drive
1) Personal G+ account required to set up a business page.
2) Can’t add people into your circles until they have added you.
3) You can't +1 anything as a business page.
4) Multiple business pages are allowed.
Sign Up Here - www.google.com/+/business/get-started.html

23. SEO 3.0 Requires a More Holistic Approach
• Everything you do on the web can impact
your SEO.
• Provide content in multiple formats that
resonates with candidates is key.
• Don’t let people overly complicate SEO.
Create a content rich, user-friendly website.
If it works well for people, it will work for
Google.

24. Thank You!