Royal College of Nursing recruitment site achieves Search Engine success with Zen Web Solutions
The Challenge
RCN Publishing is the division of the Royal College of Nursing that is responsible for the publications and journals of the organisation, as well as managing the associated recruitment Web site.
The company believed that the Internet was a heavily used research resource for those looking for careers in nursing. They had a database-driven Web site www.rcnbulletinjobs.co.uk which required a search engine specialist to ensure that the site would be prominently placed in front of its market audience.
Given that there was already a strong level of competition from well-established Web sites providing online nursing job searches, it was vitally important to the success of the RCN site investment that it was listed prominently on Google, MSN/Live Search, Yahoo! and the other popular search engines.
The Solution
RCN Publishing was referred to Zen Web Solutions (ZWS) who researched and subsequently concluded that the Internet was a prominent resource for those looking for careers in nursing.
The ZWS Search Engine Optimisation team then worked on improving the Web site’s rankings. The site was optimised and promoted for several very popular and competitive terms such as "nursing jobs" and "online nursing jobs" to ensure the maximum amount of traffic.
ZWS therefore ensured that www.rcnbulletinjobs.co.uk was listed prominently on Google, MSN/Live Search, Yahoo! and the other popular search engines.
The Benefits
Optimisation and search engine promotion of this Web site means that several top 3 positions have already been gained in search results for key phrases relating to the business. These positions are indicative only of progress achieved thus far – a further range of high positions is expected in future as the Web site evolves.
When results are achieved (see below), ZWS study the Web site statistics available, so that it is possible to see which pages are proving most popular, which phrases people are using to find the Web site, and also to identify any areas of site abandonment. This means that www.rcnbulletinjobs.co.uk has been established as, and will continue to be a primary nursing recruitment resource.
Google.co.uk (all the web)*
- 4th for "Nursing jobs"
- 1st for "Nursing jobs site"
- 6th for "Nursing jobs online"
- 10th for "NHS jobs online"
Google.co.uk (UK only)*
- 5th for "Nursing jobs online"
- 4th for "nursing jobs"
- 6th for "Nursing jobs online"
- 10th for "NHS jobs online"
MSN.co.uk*
- 1st for "nursing jobs"
- 1st for "nursing jobs search"
- 3rd for "nursing jobs online"
- 3rd for "nursing jobs site"
- 8th for "nursing careers"
- 1st for "RCN bulletin"
Nathan West, Marketing, RCN Publishing, commented;
rcnbulletinjobs.co.uk was launched in April 2006 and required Search Engine Optimisation. As the online nursing recruitment sector is very competitive, it was imperative that we were recognised in the natural search listings as quickly as possible. ZWS were very constructive in their suggestions and practical in their approach. This in turn has provided us with very good natural search rankings for our first year. We are particularly pleased with our ranking on Google for our top key words. As ZWS was recommended by our web design team, we were quite confident that we would receive great service. This has been proved the case, so much so, that we have enlisted them again for our second year of SEO.
* SEO results are examples of positions achieved at time of writing 03/04/07
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