net, ranking every page on every site, and using the results to route those searching to the most suitable destination.
SEO was born out of the human instinct for competition. If I have a website that is only as good as my competitors (or maybe not even as good), then I want more traffic than my site deserves. I want to find a way of optimising my website, to make it appear more important, popular and relevant than it really is. That way, I'll have a competitive advantage, and get more potential customers coming to my site.
From the very beginning a distinction was made between the correct way to do this (White Hat) and the sneaky way to do this (Black Hat). Black Hat was viewed as cheating and underhand, pretending your site was something that it is not. Conversely, White Hat was, and is, viewed as merely ensuring that Google, and other search engines, are fully aware of every single piece of content on your site, and arranging your site in a way that made it easily indexable and searchable. This way you're not tricking people, you are simply making the very most of what you have, and putting your website in the very best light.
OK, so now everyone is SEO-ing their site, to a greater or lesser extent. Does this now mean that every site in the first page of Google is there on merit, or have some really clever guys tricked Google into indexing there site as better than it truly is? Can we really then trust Google to get it right?
Of course you can bypass this lottery, and buy your way onto Google's first page os search results, by buying Adwords, for the search terms you'd like to be found under. Of course there's no guarantee here either. Google displays these ads according to which one generates the most revenue, whether you've bid the most per click or not. So an ad costing half your bid, but three times as popular (by number of clicks) will appear higher than yours. Aren't Google clever.
In the recruitment sector, it is nigh on impossible to compete with the big job boards, and have my site appear high in the search results. Which leads me to secondary search engines. As the name suggests, these are services which are one step down the food chain, and conduits through which you can generate traffic by borrowing some of their SEO.
1Job.co.uk was the first, and remains the leading Job Search Engine in the UK. Indexing over 350,000 vacancy ads from most of the UK's major job boards ensures that 1Job has a huge database of continually changing relevant content, which Google loves, and ensures that it is well featured for almost every search for jobs in the UK. There is no need for the lottery of bidding either. Every vacancy has as much prominence as each other, meaning that each job should get as many click throughs as ones from Monster, for example.
This is no panacea, but it does simplify the online recruitment sector for both candidates and advertisers, by providing a dedicated search engine for jobs.
SEO must never be ignored, and every new website should follow the basic rules. However, in the recruitment space, there is no need to get hung up on your website's daily ranking, if you can generate targeted candidate traffic in a much more effective and efficient manner.…