Google Analytics can be a very powerful tool for recruiters that helps them understand exactly what is working and what isn’t on their website – if they know how to use it.
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Video transcript
When you talk to most people about their websites, almost everybody has heard of Google Analytics, but almost nobody knows how to use it to grow their recruiting business.
It is a real shame because it is a hugely powerful tool when you know what you are doing. In this video, I’m going to walk you through three insights you can look for in your own Google Analytics account. The third one is my absolute favorite as it can be a real game-changer for some recruiters.
Let’s get started by learning how to track your results.
If you are investing time and money into a specific marketing channel, it would make sense that you would want to check how it is performing. However, you would be absolutely shocked at the number of recruiting and staffing agencies that simply have no clue. To track your results, click “Acquisition”, then “All Traffic”, and then “Channels”. Look for the channel that you have been working on, and then go from there. For example, if you spent a lot of time on your SEO, click Organic Search, and check out the chart that loads. If you see something like this, congratulate yourself on a job well done.
Is your traffic legit?
We have noticed that some recruiters get a weekly email sent to them by Google Analytics, and get very excited when they see a traffic spike, assuming that something they are doing is working. But is this actually what is going on?
Sometimes, it is not always what it seems. One place we like to look is “Referral Traffic”. From our list of channels, click “Referral”, and check out which sites are sending, or in other words, referring traffic to you. If you see a bunch of nonsense like this, it means that you are not getting actual referral traffic, but what is called “Referral spam”.
The reason behind why this happens is a bit complicated, but all you need to know is that real people are not coming to your site. To keep your data clean, you will need to add a filter, and you can find instructions for how to do that in the description below.
Yelp is a very powerful tool, and for that reason, this is easily my favorite tip.
Many people use Yelp when looking for a good restaurant, but did you know that people use it to find recruiters too?
To see if people are finding your business through Yelp, click “Social” from your list of channels, and check out the results. Hopefully, you will already see “Yelp” there, and a chart that looks like this. It is from a real staffing agency that gets about one new lead each week from Yelp alone.
If you do not see Yelp on your list, or there is a much smaller trickle of new users coming to your site from Yelp, you need to work on your Yelp page, a topic we are going to address in our next video. For now, thanks for watching.
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