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Search engine rankings can make or break your staffing or recruiting firm’s online visibility.
But with constant algorithm updates, competitor activity, and evolving search behaviors, how can you improve rankings in a way that delivers measurable results?
The answer: focus on impact and intent.
From keyword selection to content optimization, this Q&A will help you understand how to focus on impact and intent to drive meaningful results.
Q: Why should we prioritize keywords where we already rank (but below position 5) rather than going after competitors’ keywords?
The reason we focus on low-ranking but existing keywords is that Google already considers your site relevant for them.
This means:
- It’s a high-impact, low-effort strategy.
- Optimizing these keywords can quickly improve rankings and drive more traffic.
- You’re building on existing authority rather than starting from scratch.
If you go after competitor-ranked keywords where your site doesn’t rank at all, it requires significantly more effort, time, and investment. However, a blended approach — where you optimize both your existing low-ranking keywords and strategically target competitor keywords — can be effective if you have the resources to scale (e.g., a larger SEO package).
Q: Shouldn’t we be more concerned about rankings below position three, not just position five?
While ranking in the top three is ideal — since positions #1, #2, and #3 get around 40%, 30%, and 20% of clicks, respectively — SEO rankings fluctuate constantly due to factors like:
- Algorithm updates
- Competitor changes
- Shifting user behavior
If we only focused on keywords ranking below position three, we’d miss opportunities where a quick optimization could move a page from positions 5-10 into the top three. That’s why we take a broader approach and track rankings over time, restoring keywords that may have dropped out of the top five.
Q: What makes certain blog posts rank higher than others?
Some of your blogs rank well because they:
- Cover related subtopics comprehensively. Think about Google’s “People also ask” feature. If you answer multiple high-intent questions within one blog post, Google sees your page as a one-stop shop for answers.
- Align with search intent. The content clearly answers what users are looking for, rather than just stuffing keywords.
- Are optimized for semantic search. They use natural language, making them more useful to readers and search engines alike.
- Face low keyword competition. They focus on niche topics where ranking is easier.
Q: What key features help a blog rank higher?
The best-performing blogs tend to have:
- Clear headings and subheadings for easy readability.
- 2+ internal links and 2+ external links to boost authority.
- Meta titles, descriptions, and alt text properly set up.
- Longer content (1,000-1,500 words) that fully answers search queries.
- Straightforward, fluff-free information. Some shorter blogs rank well because they provide direct, to-the-point answers (e.g., salary data blogs).
For example: one of your blogs about hotel general manager salaries ranks #13 despite being only 400 words long — but because it’s from 2013, the outdated data keeps it from ranking higher. Updating it with current salary trends and fresh external links could push it into the top results.
Q: What’s the best way to improve rankings in the long run?
- Optimize low-hanging fruit first (existing keywords ranking 5-10).
- Use a blended approach — balance short-term wins with long-term keyword expansion.
- Refresh older content to stay relevant.
- Structure blogs effectively with clear subheadings and comprehensive answers.
- Focus on intent rather than just keywords — ensure your content answers the user’s real question.
By taking a strategic, data-driven approach, your staffing or recruiting firm can consistently improve its search rankings and attract more qualified leads through organic search.
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SEO isn’t just about chasing rankings. It’s about meeting user intent, delivering value, and optimizing strategically for long-term success. By focusing on impactful improvements, your firm can rank higher in search without wasting resources on low-return efforts.
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The post How Can My Staffing or Recruiting Firm Rank Higher in Search? Focus on Impact and Intent appeared first on Haley Marketing Group.
