As a recruitment agency marketing manager, you already know the importance of search engine optimisation (SEO). After all, strong organic search visibility is critical for attracting top talent and connecting with potential clients. In fact, according to Search Engine Journal, 49% of marketers say organic search offers higher ROI than any other marketing channels.
But the SEO landscape is evolving - and that means you need to evolve with it. Why? Because AI assistants like ChatGPT, Alexa, and Siri continue to grow in popularity. So, if you're not prepared, then your organic traffic could take a massive dip, and lower search engine search volume would mean getting in front of less of your target audience.
As far as I’m concerned, AI-powered search, asking a question of generative AI tools like ChatGPT, Claude, Grok or whichever you favour, isn’t there yet. But that doesn’t mean you shouldn’t take it seriously, because these things move fast.
And while I’m not ready to swap these tools for Google yet (I’ll explain why in a moment), there are plenty of people out there who are.
So, why am I not yet one of them?
Because when I ask a question, and the answer it gives me has any stats or hard facts, and I try to verify those, I can’t find the original source anywhere. When I ask it to give me its sources, it names names, but I can't then find the reports referenced anywhere online.
And that is one of the issues with AI tools of the generative variety – hallucinations.
But I’m confident that this won’t always be the case. And if people (e.g. your target audience) are using these tools to search, you can’t afford to ignore them.
So, what is changing SEO wise?
These AI systems aren't just relying on keywords and search rankings. They're focused on understanding the user's intent in their search queries and serving up the most relevant, high-quality content. Which is great news for your recruitment agency - if you play your cards right.
So, what SEO strategies do you need to implement for AI search? And how do you ensure your recruitment agency's website and content continue to thrive?
- Optimise for semantic search
- Enhance the user experience
- Monitor and adapt to AI search trends
- Diversify your traffic sources
Optimise for semantic search
Let's start with the big one: semantic search content optimisation. AI search assistants are all about understanding the meaning and context behind a user's query, not just the specific words they use.
Because they aren't interested in serving up keyword-stuffed fluff - they want to present the most valuable, informative content that directly addresses the user's intent (as do search engines like Google, so semantic optimisation is a win on all fronts).
To excel in this new landscape, you need to optimise your content for semantic search - that means everything from your webpages, to your blog posts, to your job adverts. It means using natural language, focusing on topic relevance rather than just keywords, and structuring your information in a way that makes it easy for AI systems to understand.
To be clear we are still creating content for people, not for the algorithms or machine learning - it just has to be readable by both.
Which is why you'll want to throw in some schema markup to provide additional context, and make sure your website navigation and internal linking make sense from a user's perspective.
What is schema markup you ask?
Think of it as a secret language that helps search engines (and AI assistants) understand your website better.
For example, let's say you have a page about a job posting. Without schema markup, search engines might see it and think, "Oh, look. Words." But with schema markup, they'll understand, "This is a job posting for a senior software engineer in London, with a salary range of £60,000 to £80,000, requiring 5 years of experience."
So, why should you care?
Schema markup can help your content stand out in search results, potentially boosting your click-through rates. And in the world of AI-powered search, where understanding context is king, schema markup is like giving the AI a cheat sheet for your content.
And it's not as complicated as it sounds. You don't need to be a coding genius to implement schema markup. There are plenty of tools and plugins out there that can help you generate the right code for your content.
Remember, in the ever-evolving world of SEO, every little advantage counts.
Enhance the user experience
AI search also prioritises websites that offer a seamless, engaging user experience (UX).
How do you do that, you ask? Easy - make sure your recruitment agency's site is fast, mobile-friendly, and a breeze to navigate. And don't be afraid of interactive elements and multimedia. After all, AI assistants aren't just looking for the most relevant content, they're also assessing which websites provide the best overall UX.
Nail both the quality and the UX, and you'll be well on your way to dominating the AI-powered search results.
Monitor and adapt to AI search trends
I know what you're thinking, "The world of AI is changing at lightning speed! How on earth am I supposed to keep up?"
Valid concern. But the key is to stay on top of the latest developments. Closely monitor how major AI assistants are ranking content (hot tip: ask them directly). Pay attention to any shifts in their algorithms or focus areas, and how they understand search intent, and don't be afraid to adjust your SEO strategy accordingly.
This might involve trying out new content formats, refining your keyword targeting, or even rethinking your entire content strategy. The name of the game is agility - your SEO efforts need to change with user behaviours.
Diversify your traffic sources
While optimising for AI-based search is crucial, don't forget about the other avenues for driving traffic to your recruitment agency's website. Maintain a strong social media presence, leverage email marketing, and explore guest blogging opportunities to reach your audience through multiple channels.
Diversifying your traffic sources helps insulate your agency from fluctuations in any one area - whether that's AI-powered search, traditional search engines, or other digital marketing channels. Plus, it allows you to cast a wider net and create a more well-rounded online presence.
Adapt and thrive in the age of AI-powered search
For savvy recruitment agency marketers like yourself, this evolution in search means a chance to stand out and better serve your clients and candidates. I know, I know - SEO strategies for AI search sound like a lot of work. But the payoff in increased visibility, credibility, and lead generation can be substantial.
And while monitoring your Google rankings and website traffic will always be important, the rise of AI-powered search means these traditional SEO metrics may become less reliable indicators of your true marketing success. Instead, shift your focus to the metrics that really matter - like lead generation, client conversions, and other business-centric KPIs that showcase the bottom-line impact of your efforts.
So, don't let the AI revolution catch you off guard. Embrace it, adapt your AI and SEO strategy, and watch your recruitment agency soar above your competitors.
And if you need any help, that's what the BlueSky PR team are here for.
Author: Jennifer Wright
As BlueSky PR’s Head of Marketing, with almost 10 years’ prior experience in the recruitment industry, Jennifer writes articles and guest posts to inspire recruitment agencies to build their brands, improve their content, bring in more leads and generally make their lives easier.
