This guide explains how to write and update website content to improve ranking on search engines like Google. SEO writing means using the right keywords, creating helpful content, and organising it with a clear structure. Good SEO helps more people find your website and brings visitors who are interested in your content.
SEO can be thought of as having two key aspects:
1. Technical SEO
This is about how your website is built and how search engines read it. For recruitment sites, it means making sure your jobs can be easily indexed, pages load quickly, and roles are set up in a way that works well with Google for Jobs. Wave looks after this side, ensuring your job listings are structured properly so they can appear in search results and reach more candidates.
2. On-page SEO
This is about the content on your website, such as job descriptions, sector pages, articles and internal links between pages. As this content comes from your knowledge of industries you recruit for, it sits best with your team. Keeping it clear, relevant, and up to date helps attract the right candidates and improves how your website performs in search.
1. Review page performance before editing
Before changing the content on a page, check how the page is currently performing.
If a page already receives a lot of traffic, especially from organic search, avoid making large changes to the content. Major changes could affect the page’s rankings.
Use tools such as Google Analytics to check:
- Page views
- Traffic sources (organic, paid, referral, etc.)
- Time spent on the page
- Engagement rate
If important pages such as job listings, sector pages, client and candidate pages, or your contact page have low views or low engagement, they should be reviewed and updated with more relevant keywords and clearer content to improve their performance.
2. Consider creating a new landing page
If you want to target a business-related keyword but don’t want to change your existing pages, you can create a new landing page instead.
This works well when:
For example, you can add new job category pages with a clear heading that includes keywords, a short introductory paragraph, and a list of jobs in that category.
Below is the example of a new job category page targeting 'Travel Recruitment'
3. Focus on keywords
Each page should target one main keyword.
Example:
“beauty recruitment agency” (approx. 110 monthly searches)
You can also include related keywords and variations, but the page should focus mainly on one search term.
Place the keyword in important areas.
Search engines pay attention to certain parts of a page.
Try to include the main keyword in the following places:
- The main heading (H1)
- The first paragraph
- The page title (visible on the search results)
- The meta description
- Image alt text
- The URL (if possible)
This helps search engines understand what the page is about.
Avoid keyword stuffing
Do not repeat the keyword too many times. This can harm readability and may affect rankings.
Mention the keyword naturally 3–4 times in the content. You can also use:
- synonyms
- related phrases
- natural variations
The content should always read naturally for users.
4. Use internal linking
Internal linking is when you create links from one page on your website to another page on the same website.
Pages that receive more internal links are considered more important by search engines.
Anchor text is the clickable text in a link. Include keywords naturally to help search engines understand the topic.
Example: Instead of saying “Click here,” use: “cyber security jobs” linking to the relevant page.
If you have a page about “Cyber Security Recruitment Agency,” other relevant pages (like a blog post) could link to it using the phrase “cyber security recruitment agency”. This signals to search engines that the page is important for that topic.
5. Write for people first
Good SEO content should always be written for users, not only for search engines.
Make sure your content:
- answers the visitor’s question
- is easy to read
- provides useful information
- clearly explains your services
Search engines reward helpful and high-quality content.
6. Keep content clear and easy to read
Structure the content so it is easy to scan.
Use:
- short paragraphs
- subheadings (H2, H3)
- bullet points
- clear language
This improves user experience and helps visitors find information quickly.
7. Optimise images
Images can also help with SEO.
Make sure to:
- use descriptive file names
- add alt text that describes the image
- include the keyword where relevant
Optimised images can also appear in image search results.
8. Be careful with AI-generated content
AI tools can help create content, but they should not be used without editing.
Always:
- review the text
- personalise it
- check the facts
- adjust the tone to match your brand
Search engines may reduce rankings if large amounts of low-quality AI content are published without editing.
9. Use the correct language for your audience
If your audience is based in the UK, write in British English rather than American English.
For example:
- organisation (not organization)
- colour (not color)
- optimise (not optimize)
This helps the content feel more natural to your audience.
10. Write customised page titles and meta descriptions
The page title and meta description are often the first things people see in search results.
Make sure they:
- include the main keyword
- clearly describe the page
- encourage people to click
Keep them short and clear.
11. Keep URLs simple
Good URLs are short and easy to understand.
Example:
Avoid:
- long URLs
- unnecessary words
- numbers or symbols
12. Keep your website updated with new content
Search engines prefer websites that are regularly updated.
Make sure all your jobs are posted on your website so the content stays fresh and relevant. Regularly adding new job listings helps keep pages active and improves visibility in search results.
Writing new articles or blog posts can also help by adding useful information for visitors and creating more opportunities to rank for relevant keywords.
