A comment on the SeattleRecruiting blog led me to John Middlebrook, the Director of Web and Creative Design for Allegis Group (the parent of Teksystems). John has been very busy implementing a strong search component into the Allegis branding campaign, one that should be studied and copied. I first noticed the upswell of Teksystems presence about a month ago, and a search turned up this article and others in marketing journals.
It seems like a well-coordinated online marketing campaign, and no other public staffing firms are even close to having this kind of impact. Check out these articles in Direct Mag and MultiChannel Merchant on his strategy.
Organic improvement has occurred at different rates because the optimized sites were relaunched on different timetables; the Aerotek Web site was relaunched at the beginning of 2005, for example, while TEKsystems' new site went out at the end of last year. For that subsidiary, the company has bulked up its branded keywords from 16 to 79, and has increased its top-30 organic rankings 103%.
“We’re a company that does not really believe in the typical marketing venues,” says Middlebrook. “So I feel it’s important to beat our competitors online around non-branded terms. When you search for ‘staffing company’, you’ll see Aerotek at number one. When you put in ‘telecommunications jobs’, you’ll see TEKsystems number one.
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