SEO Tips for Recruitment Agencies: 2025 Playbook

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Most agencies struggle to rank past job boards, duplicate and expired listings clog their site, and clients cannot find them locally. Fix that with an 80/20, 30‑day plan: set up Google for Jobs, publish sector-plus-location pages, add JobPosting schema, and clean up duplicates and expired jobs, so candidates and employers land on you first. This is supported by 2025 realities: over 70% of job seekers start on Google, the Google for Jobs box sits above organic results, and “job application” searches have doubled year over year. Do the small set of tasks that move the needle.

You get a copy-paste toolkit, practical checklists, and quick technical fixes. Follow these steps. Track your results by a metric that matters, applications and inquiries, not just rankings.

Your 80/20 Kickstart: Quick Wins to Ship Today

These are the 20% of actions that drive 80% of your results. Do these first.

  1. Add JobPosting Schema: Put it on every single live job page. Include title, description, location (or remote status), salary, and the validThrough date ^(1).
  2. Get into Google for Jobs: Push your jobs directly to Google. Use your new schema and the Indexing API, or have your Applicant Tracking System (ATS) handle the feed ^(2).
  3. Publish Sector + Location Pages: Create landing pages for your core business, like “IT Recruitment Agency in Manchester.” Load them with unique proof, client FAQs, and a simple lead form ^(3).
  4. Fix Duplicates & Expired Jobs: Stop confusing Google. Use canonical tags or 301 redirects for duplicates. For expired jobs, remove the schema and set an unavailable_after header ^(4).
  5. Optimize Google Business Profile (GBP): Claim a GBP for each office. Add your services, fill out the description, and post weekly updates to stay active.

The 30-Day Recruitment SEO Action Plan

A week-by-week sprint to build your foundation and get results.

Week 1 , Technical Foundation & Google for Jobs

Get your house in order. This week is about making sure Google can find and understand your jobs.

  1. Get on Google’s Radar: Verify your site in Google Search Console. Upload an XML sitemap that includes your jobs, location pages, and service pages. Use the <lastmod> tag for jobs to show freshness.
  2. Ensure Crawlability: Check your robots.txt file to make sure you are not blocking Googlebot from your job pages. Ensure your entire site uses HTTPS.
  3. Deploy JobPosting Schema: Add the JobPosting JSON-LD code to all active job detail pages. Use Google’s Rich Results Test to validate it and fix any errors ^(1).
  4. Set Expiration Dates: Use the validThrough property for every job. The moment a job expires, your system should automatically remove its schema.
  5. Use the Indexing API: This tells Google instantly when a job is added, updated, or removed. Connect to it directly with developer help, via a plugin, or check if your ATS supports it ^(1).

Week 2 , Winning Locally with GBP & Reviews

This week, you appear on your local map. Stop being invisible to clients in your backyard.

  1. Claim Your GBP: Get a Google Business Profile for every physical office. Set your primary category to “Employment agency” or “Recruiter.” Add secondary categories for your niches.
  2. Detail Your Services: Add every service you offer (e.g., “IT Recruitment,” “Executive Search”). Write short descriptions and include your target sectors and cities.
  3. Nail Your NAP: Your Name, Address, and Phone number (NAP) must be identical across your website footer, GBP, and major business directories. Consistency builds trust with Google.
  4. Get Reviews: Ask every successfully placed candidate and every satisfied client for a review. Automate requests to send an email or SMS immediately after a positive interaction.
  5. Reply to All Reviews: Respond to all reviews within 24-48 hours. Thank positive reviewers. For negative reviews, acknowledge the issue, apologize, and invite an offline conversation.

Week 3 , On-Page SEO & Internal Linking

Make your pages easy for both Google and humans to read.

  1. Structure Your Job Ads: Use one H1 tag with the exact job title. Use H2s for “Requirements,” “Salary & Benefits,” “Location,” and “How to Apply.” No jargon.
  2. Write Better Metas: Create a clear meta title: Job Title – City – Key Benefit. Write a meta description that includes a benefit and a call-to-action (CTA).
  3. Build Internal Links: Every job page should link back to its main sector page and location page. Also, link to a few related jobs using descriptive anchor text like “View more marketing jobs in London”.
  4. Add a “Why Us” Block: On your sector and location pages, add a short section with 3 bullet points on your key wins (e.g., time-to-hire, placement success rate) and a clear CTA.

Week 4 , Cleanup, Speed & Measurement

Finalize the setup and start tracking what matters.

  1. Handle Expired Jobs: Redirect expired job URLs to the most relevant live page, like its category (/jobs/marketing/) or a similar role. If there is no good match, let it return a 404 or 410 error. Just do not leave it active ^(4).
  2. Scrub Schema from Old Jobs: On any expired job pages you must keep live, remove the JobPosting schema. Add an unavailable_after header tag or a noindex tag.
  3. Fix Page Speed: Your site needs to load in under 3 seconds. Compress images, minify CSS/JS, and enable server caching. Use Google’s PageSpeed Insights to find bottlenecks.
  4. Track Key KPIs: Set up tracking for job applications from organic search, employer inquiry form submissions, and phone calls. Focus on conversions.

Google for Jobs Setup (End‑to‑End)

Google for Jobs is a major job source, and you need to be on it ^(2). Here is how.

  1. Choose Your Path: You have three options:
    • ATS Feed: Many Applicant Tracking Systems (like Bullhorn or Greenhouse) integrate directly. This is easy but gives you less control.
    • Syndication: Post to a major job board that Google trusts. This is also easy but adds a middleman.
    • Custom Schema + Indexing API: The best option. You add the schema yourself and use the API to ping Google directly for total control and the fastest updates ^(1).
PathEase of UseControlKey Consideration
ATS FeedHighLowEasy setup, but you have less control over the data and update speed.
SyndicationHighLowSimple way to get listed, but adds a third-party between you and Google.
Custom Schema + Indexing APILow (Technical)HighOffers total control and the fastest updates, which is the best option for performance.
  1. Mark Up Single Job Pages Only: JobPosting schema belongs only on pages with one job, not on category or list pages. The content on the page (title, salary, description) must exactly match the content in the schema.
  2. Handle Remote Roles Correctly: For remote jobs, set jobLocationType: "TELECOMMUTE". Then, use applicantLocationRequirements to specify which country or region the candidate must be in (e.g., “GB”) ^(1).
  3. Implement the Indexing API for Instant Updates: This is a technical task but critical for keeping job listings fresh.
    • Prerequisites: Your developer will need to verify domain ownership in Google Search Console, create a Google Cloud project, enable the Indexing API, and create a service account with a JSON key file.
    • Grant Access: The service account must be added as an “Owner” in your Google Search Console.
    • Execution: Use backend code to send an HTTP POST request to https://indexing.googleapis.com/v3/urlNotifications:publish each time a job is posted (URL_UPDATED) or filled (URL_DELETED). This tells Google to re-crawl the page immediately.
  4. Validate Your Schema: Before you do anything else, run at least 10 of your job URLs through Google’s Rich Results Test. Fix every error and warning.

Template , JobPosting JSON‑LD

Paste this into the <head> of your single job pages, updating the placeholder values.

{
  "@context": "https://schema.org",
  "@type": "JobPosting",
  "title": "Senior Java Developer",
  "description": "<p>Plain-English summary of the role. Add 5–7 bullet points for responsibilities and 5–7 for requirements. Avoid fluff.</p>",
  "datePosted": "2025-01-10",
  "validThrough": "2025-02-10T23:59",
  "employmentType": "FULL_TIME",
  "hiringOrganization": {
    "@type": "Organization",
    "name": "Acme Recruitment",
    "sameAs": "https://www.example.com",
    "logo": "https://www.example.com/logo.png"
  },
  "jobLocation": {
    "@type": "Place",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Leeds",
      "addressRegion": "West Yorkshire",
      "addressCountry": "GB"
    }
  },
  "jobLocationType": "TELECOMMUTE",
  "applicantLocationRequirements": {
    "@type": "Country",
    "name": "GB"
  },
  "baseSalary": {
    "@type": "MonetaryAmount",
    "currency": "GBP",
    "value": { "@type": "QuantitativeValue", "minValue": 55000, "maxValue": 70000, "unitText": "YEAR" }
  }
}

Sector + Location Page Framework (Rank + Convert)

These pages are for attracting clients, not candidates. They target high-value, long-tail keywords like “finance recruitment agency Birmingham” ^(3).

  1. Target Long-Tail Keywords: Do not just chase “recruitment agency.” Own your niche and city. Clients often search for curated lists of the best recruitment agencies for marketers or other specialists, so being visible for these specific queries is crucial.
  2. Write a Tight Intro: In one sentence, state who you place, at what seniority, and your typical time-to-fill. End with a CTA.
  3. Show Concrete Proof: Add specific, verifiable proof that resonates with clients.
    • Performance Metrics: “Average time-to-hire in London: 21 days,” or “94% 6-month retention rate for tech placements.”
    • Mini Case Studies: Present before-and-after results, such as “Client X saw a 65% boost in engineering team productivity after we filled three senior roles.”
    • Local Testimonials: Include quotes from local clients with their name, title, and company.
    • Local Authority: Mention partnerships with local institutions or list bios of your local team members.
  4. List Sample Roles: Show the types of roles you fill, including typical salary bands.
  5. Explain “How We Work”: Outline your process in 4 simple steps. Use one sentence per step.
  6. Make Contact Easy: Add a short form (name, email, role needed), your phone number, and your office address with an embedded Google Map.

Fix Duplicates and Expired Jobs Fast

Duplicate and old content harms your SEO. Here is the technical fix.

  1. Canonicalize Duplicates: If a job appears on multiple URLs (e.g., from tracking parameters), use a canonical tag in the <head> of the duplicate pages to point to the main version.
    • Code: <link rel="canonical" href="https://youragency.com/jobs/preferred-job-url" />
    • Tools: Use plugins like Yoast SEO for WordPress or audit with tools like Screaming Frog.
  2. 301 Redirect Legacy URLs: Permanently redirect old or alternative URLs to the current, canonical version. This passes link equity and prevents user confusion.
    • Apache (.htaccess): RedirectMatch 301 /old-job-url/ /new-job-url/
    • NGINX (config file): rewrite ^/old-job-page$ https://youragency.com/new-job-url permanent;
  3. Manage Expired Job Pages: Instruct Google to remove expired jobs from search results.
    • HTTP Header (Best for Backend Control): Have your server add X-Robots-Tag: unavailable_after: 25 Jun 2025 23:59:00 GMT to the page’s header response.
    • Meta Tag (Easier implementation): Add <meta name="googlebot" content="unavailable_after: 25-Jun-2025 23:59:00 UTC"> to the page <head>.
    • Crucially: Also remove the JobPosting schema from the page. Then, redirect the URL to a relevant category page.

Winning Clients with Your Google Business Profile

A well-optimized GBP is a client magnet.

  1. Set Your Categories Correctly:
    • For General Agencies: Use “Employment agency” as your primary category. Add secondary categories like “Temporary staffing agency” or “Permanent placement agency.”
    • For Niche Recruiters: Use “Recruiter” or “Employment agency” as primary. Secondary categories should be specific, such as “Executive recruiter,” “Technology recruiter,” or “Healthcare recruiter.”
Agency TypePrimary CategoryExample Secondary Categories
General AgenciesEmployment agencyTemporary staffing agency, Permanent placement agency
Niche RecruitersRecruiter or Employment agencyExecutive recruiter, Technology recruiter, Healthcare recruiter
  1. Add Detailed Services: List each service. For “IT Recruitment,” describe it as “Sourcing senior software developers and DevOps engineers for tech firms in London and Manchester.” Be specific.
  2. Write a Strong Business Description: You have 750 characters. Include your sectors, cities, proof points (like time-to-fill), and a CTA.
  3. Get and Manage Reviews:
    • Acquisition: Ask for reviews via personalized SMS or email right after a successful placement or positive client meeting. Include a direct link to your GBP review page.
    • Response: Reply to every review within 48 hours. Thank positive reviewers by name. For negative ones, reply publicly to apologize and take the conversation offline to resolve the issue.
  4. Post Weekly: Share job roundups, market updates, or client testimonials. Include a CTA. If you are short on images, your logo works.

Measure What Moves the Needle

Stop tracking vanity metrics. While SEO is a long-term investment, a complete recruitment marketing strategy often includes paid digital marketing to supplement organic efforts. Fundamentally, focus on what makes you money.

  1. Track Conversions: Monitor organic job applications, employer form-fills, and inbound calls.
  2. Monitor “Money” Keywords: Keep an eye on your rankings for 10-20 high-intent keywords (e.g., “tech recruitment agency london”).
  3. Watch Click-Through Rate (CTR): In Search Console, find pages with high impressions but low CTR. Rewrite their titles and descriptions.
  4. Compare Page Performance: Measure the conversion rate of different page types: job pages vs. sector pages vs. location pages.
KPIToolTarget/Notes
Organic Job ApplicationsGA4 + Form TrackingUp and to the right; annotate changes
Employer InquiriesGA4 + CRMTrack weekly count and lead quality
CTR for Top 20 QueriesGoogle Search ConsoleImprove via title/description tests
Sector+City RankingsSemrush/AhrefsAim for Top 3 for priority terms
Page Speed (Mobile)PageSpeed Insights<3-second load; pass Core Web Vitals

Final Checklist

  • Add JobPosting schema to 100% of live jobs and validate.
  • Connect the Indexing API and automate updates.
  • Publish your top 5 sector + location pages with real proof and CTAs.
  • Canonicalize or redirect all duplicates; set unavailable_after on expired jobs.
  • Claim and fully optimize your Google Business Profiles. Post weekly.
  • Track applications and inquiries. Fix low-CTR pages first.
  • Get your mobile page speed under 3 seconds and pass Core Web Vitals.

FAQs

1. What are the 3 C’s of SEO?
The three C’s are Content, Code, and Credibility. Content is the quality information on your pages. Code refers to the technical side, like schema and site speed. Credibility is your authority, built through backlinks, reviews, and brand signals.

2. What is SEO in recruitment?
It’s a strategy to attract two different audiences: job candidates searching for roles and client companies searching for hiring partners. It requires a dual-funnel approach with separate content and keywords for each audience ^(5).

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3. What are the 3 Ps of recruitment?
The three Ps of recruitment are typically People, Process, and Platform. People are the candidates and your recruiters. Process is your workflow for sourcing, vetting, and placing talent. Platform is the technology you use, like your ATS and website.

4. What are the 4 pillars of SEO?
The four pillars are Technical SEO (site health, speed, crawlability), On-Page SEO (content, keywords, metas), Off-Page SEO (backlinks, reviews, brand mentions), and Content Strategy (creating valuable, relevant information that attracts your target audience).

References

^(1) https://developers.google.com/search/docs/appearance/structured-data/job-posting
^(2) https://www.joveo.com/google-for-jobs-the-ultimate-guide/
^(3) https://searchengineland.com/guide/location-pages-seo
^(4) https://www.recsitedesign.com/blog/articles/best-practices-when-dealing-with-expired-jobs-on-your-job-board/
^(5) https://www.imarkinfotech.com/why-seo-for-staffing-agencies-requires-a-different-playbook-than-other-businesses/

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