Govig and AssociatesDIGITAL MARKETING ANALYSIS FOR A RECRUITMENT FIRM

Tiffany Thornton

Govig is a recruitment company located in Scottsdale AZ that would benefit from redesigning its digital marketing strategy

The Problems?

It currently does not rank for any of its most relevant keywords.

Its competitors seem to be growing at a faster rate.

And, it doesn’t seem to have any aspect of a digital marketing plan completely optimized.

Interest in specific executive recruitment searches has decreased over the past 10 years

Source: Google Trends

However, search volume for recruiting services in general has risen.

Term: “Recruitment”

Source: Google Trends

Compared to it’s major competitors, Govig has very low search volume.

Blue line is Govig’s search volume Source: Google Trends

This is due to Govig not having a particularly strong digital marketing strategy.

Grades

Crawlability:

Relevance:

Popularity:

Conversion:

B-A

B

C+

Govig’s Popularity is comparable to its competitors, yet it does not lead in any aspect, as shown below.

Company

Website

Total Backlinks

(Domain)

Total Linking

Root Domains

Linking C-Blocks

Domain Authority

Alexa

Global Rank

Govig.com 550 31 8 24 2,746,321

Richgroupusa.com 492 23 6 21 1,519,152

http://www.kleinhersh.com

1311 38 10 31 1,865,399

http://www.gogpac.com/ 504 33 9 26 3,606,871

Popularity Recommendations

A campaign based on gaining high-quality links from trusted domains will help Google index Govig’s website and give it more authority.

Source: Google.com

Govig struggles the most with its conversion optimization.

Govig’s homepage gives no indication about what the company does or how it can help potential clients.

Conversion Recommendations

Govig should redesign a homepage that clearly describes what the company does and how it can help potential customers.

If the site explains what the company does, the call to action buttons become more relevant.

Buttons become more understandable

Looking at crawlability, Govig has drastically different numbers of indexes when comparing Google and Bing

This shows that Govig has an issue with getting its pages indexed in Google.

Source: Google.com Source: Bing.com

Crawlability Recommendations

Govig.com lacks both HTML and XML sitemaps, so creating these sitemaps and then providing them to Google will help make the site more indexable.

Govig also has a number of 404 errors. It is recommended that Govig finds and fixes these broken links.

Govig ranked the highest in relevance.

Govig’s site contains unique content that is not overly-optimized to feel unnatural.

It optimizes its URLs by adding keywords in them.

And it has internal links as well as links out to only reputable sites.

However, Govig still has some things to work on regarding relevance

A majority of the site’s pages do not have title tags, meta descriptions or H1 tags.

But for those that do, they lack uniqueness and often copy each other.

This does not help for indexing the site, or making it findable to searc.hers

Recommendations

To rank higher organically, Govig should utilize relevant and unique title tags, meta descriptions and H1 tags.

The SWOT Analysis generally indicates how the company is positioned in the market

Strengths

The webpages look very professional

Some use of meta descriptions and H1 tags

 

Weaknesses

Page is poorly optimized for SEO

Homepage doesn’t explain what the company does

Opportunities

Growing Google trend for “recruitment”

Threats

Other recruitment agencies are growing throughout the country

Search volume for competitors is growing

SWOT Recommendations

Build upon strengths:

-Keep website updated and bug free to look professional

-Expand the use of meta descriptions and H1 tags

Fix weaknesses:

-Work to optimize page for organic SEO

-Redesign the homepage

SWOT Recommendations

Take Advantage of the opportunities:

-Keep watch on relevant keywords and optimize for the ones that continue to grow

Thwart threats:

-Keep watch on competitors and be aware of what they are doing

Overall, there are some easy to implement ideas that will help Govig’s digital marketing

1. Redesign portions of the website that are confusing to customers or don’t explain what is being offered very well.

2. Create sitemaps and send to Google to help index the pages of the site.

3. Fix broken links and add more title tags and meta descriptions to make organic listings more clear and relevant.

For More Information

All of the details about this digital marketing analysis would involve a plethora of slides. But, if you enjoyed what you just read, want any more information, or have any questions, feel free to contact Tiffany using the link below.

Thank You!

LinkedInhttps://www.linkedin.com/in/tiffanylthornton