If you hear the term "SEO" and immediately think this concept is over your head, you really shouldn't! While there are many advanced ways to improve your SEO (Search Engine Optimization) in truck driver recruitment, we are going to give you a couple of short, straightforward tips that you can easily understand and apply.
To successfully recruit truck drivers, SEO must be a heavy component in your recruitment advertising strategy. Let's talk about it.
We all know that high search engine rankings translate into higher visitor and conversion numbers, which makes every recruiter happy – especially with the tough truck driver shortage. To drive search engine visibility and attract more interested visitors to your website, we suggest using website metadata to your advantage.
First, let’s define metadata. Metadata describes the characteristics of large pieces of information so that both people and search engines can understand what to do with that information. These short descriptions help both search engines and users determine the relevance of a web page.
All in all, it expresses the title and purpose of a page. This is where you come in... by including relevant key terms in your page title and meta description, you're significantly improving your SEO.
- Page Title - The page title can influence your rankings in search engines based on keyword relevance.
- Meta Description - The description displays details in the search engine results pages that entice a user to click (or not click).
Once you decide on your keywords and how you want to be found in search results, then you can begin to incorporate this SEO practice. But where do you do that? It's actually included when creating your web page in your content management system (CMS). Simply put: the platform where your site is managed; i.e. WordPress.
Now that we've covered the two main areas in improving SEO to recruit drivers--page title and meta description--let's cover best practices for both.
1. Page Title Best Practices
The page title tag provides a brief summary of the content on a page. The title appears as the bold anchor text of the link in search results, and therefore, should be a clear indication of what the page contains. This will help you attract qualified traffic to your website.
An optimal page title:
- Is unique for every page
- Contains no more than 70 characters including spaces
- Includes relevant keywords
2. Meta Description Best Practices
The meta description tag gives you (just a bit) more room to describe the content on a page. It can be found under the page title and URL on a search results page.
An optimal meta description:
- Is unique for every page
- Contains no more than 155 characters including spaces
- Includes relevant keywords but does not merely repeat the title
Tip: Include a call-to-action (CTA) to send users to your page and add value. How can you convince them your page has what they want? Keywords matter but you also want to separate your page from competing search results, and encourage people to click. Have a strong CTA like “Register for our free webinar…” so prospective drivers can take action on your site.
Using your CMS, you can make sure that every page you create adheres to basic SEO best practices. You should:
- Create page titles containing up to 70 characters of keyword-relevant text that clearly summarizes the content on the page
- Create meta descriptions containing up to 155 characters with an actionable description of the content on the page
Questions or thoughts about these best SEO practices in truck driver recruitment? The Hightower Agency is happy to schedule a free consultation. We're a full-service ad agency, and we've been doing this for 25 years. Hightower is proud to be one of the top recruitment advertising agencies in the trucking industry!