Shifting Brand power into Non-Branded SEO dominance
Context
JobTeaser is the leading European platform for the orientation and recruitment of young talent, with a strong presence in over 800 higher education institutions. Despite a solid authority score and an important global traffic, analysis revealed that acquisition was overly dependent on “Brand” queries. The challenge for ESV Digital was to activate semantic and technical SEO levers to capture highly competitive “non-branded” search intent and support B2B growth among recruiters.
Objectives
-
-
Diversify Traffic Sources: Reduce dependence on the “JobTeaser” keyword by positioning pillar pages for high-volume generic terms (e.g., Recruitment, Recruitment Platform).
-
Strengthen “Business” Page Authority: Increase the specific authority score of strategic pages to close the gap with direct competitors.
-
Optimize B2B Conversion: Capture qualified leads through untapped semantic niches, specifically around recruitment by contract type (interns, apprentices) and specific job roles.
-
Achievements
- Semantic Architecture Overhaul (Hn): Structural optimization of pillar pages, particularly the “Recruiters” page, by injecting target queries into header tags to improve crawlability and relevance for Google’s bots.
- Semantic Siloing & Internal Linking: A deep reorganization of the blog (Gen Z Lab) to create expert content silos. Implementation of strategic internal linking to transfer “SEO juice” from articles to solution pages (TalentMatch, TalentConnect, etc.) using optimized anchor text.
- “Quick Wins” Strategy by Job Role: Creation of specific “Recruit + job title” landing pages (e.g., Recruiting a Communication Assistant) to capture decision-makers with immediate and qualified needs—a differentiating strategy not yet exploited by competitors.
- Authority Building Campaign (Netlinking): Launch of a backlink acquisition plan from high-authority domains to boost JobTeaser’s credibility on high-difficulty SEO queries.