Search Engine Optimisation is a minefield of ideas and processes to navigate through, especially if you’re unsure on how to get the most out of SEO.  But could individual optimisation be a route towards a better SEO future?

It’s not something tangible, you can’t hold SEO or study it. It’s a process that is constantly revised and rewritten and even the experts have to keep up-to-date with the changes that come from SEO, so for those in the recruitment agency business, it’s doubly tough to stay top in such a competitive environment.

What is Individual Optimisation?

One way of achieving the most out of SEO is through individual optimisation. This is a term that focuses on the individual or company that produces and publishes the content, tweaking it in such a way that it prioritises certain terms and words that appeal to the target audience of the website.

It contrasts the more natural SEO method that other recruitment agencies may use, which doesn’t take into consideration the audience they want to attract. This often results in views from candidates or clients who didn’t want to stumble upon the site, causing them to immediately leave.

Individual optimisation brings the people looking for an item or service directly to an individual or company that’s selling or providing it. Something that natural SEO can sometimes struggle to achieve.

What is Natural Optimisation?

Natural optimisation is the process where pages are generically optimised. They pull pieces of information from the content – some of which may not even be relevant to the audience you’re trying to attract – and automatically handles it within places; such as the meta description and the meta title of pages, both of which are crucial elements in securing authority from Google and other search engines for ranking purposes.

By having website pages naturally create SEO, it takes control out of the user’s hands. Creating a case where the content that you’ve spent hours to create, won’t reach the correct target market because you don’t have full control of your search engine optimisation. Before you know it, a crafted piece that states the advantages of your product is coming up top of Google searches for people who simply aren’t interested.

In any line of business, selling to the correct audience is vital, if you’re not targeting the correct market, you won’t sell. This is why not having a handle of your SEO is a mistake that could see recruitment agencies let willing clients and candidates go to competitors, without even realising they exist.

Individual vs Natural

There are wildly different stats on just how much effect a business ranked first on a Google search is compared to being second. We’ve looked and seen statistics ranging from a 33% difference to 80% of the total search traffic going to the number one ranked site. While the discrepancy in the figures are certainly related to the type of industry and products people are searching for, one thing is clear: the number one position in Google will receive the most visits by a significant margin.

So, if reaching number one is so important for a business to not only generate visitors and sales, but also to survive, why would recruitment agencies leave it to a more natural SEO strategy?

As previously mentioned, by tailoring the individual optimisation of each page of a website, recruitment agencies can target the candidates and clients that they want to attract. Rather than hoping for them to drop, recruitment agencies can actively create a situation where they are near the top of the Google tree, actively seeking the clients and candidates that they want to.

Why is Individual Optimisation the Better Option?

The advantage with individual optimisation is that it offers legitimate search results for the end user. After identifying the search terms that potential candidates and clients would use, you’re not only helping yourself, but also helping Google with the legitimacy of the results a user receives, making your recruitment agency website an authority on that specific search term.

For recruitment agencies, individual optimisation means that you have total control over not only the content you create, but also who you target. So creating page to attract, for example, people who want to apply for shoe designer jobs, will mean that you will receive specific candidates who want to apply for this type of role and clients who want to advertise positions for this exact role. This allows you to directly attract the candidates and clients that you’re after, rather than draw people to your site who are looking for ‘designer shoes’, who would have no interest in your services and will immediately hit the back button.


While natural optimisation may be the easier option, it doesn’t fulfil the potential that a well-run recruitment agency website may have. By spending the time and researching the correct key terms and words that your target audience will use gives you the edge over more natural and low effort SEO methods.

Want more information?

We’ve already covered some general SEO tips for Recruitment Agencies and this is the first in our series that will look deeper into the type of SEO you need to get ahead. At Strategies, we offer individual optimisation services and can tailor websites to help them fulfil their SEO potential, ensuring that your hard work doesn’t go to waste.

For more information, contact us today and speak to one of the team to find out how we can help with your SEO troubles.