Marketing in the online recruitment sector is set to intensify as the market is likely to undergo a rationalisation, an industry guru has said.

Damon Lightley, an account director at Site Visibility, wrote in e-consultancy.com that keyword searches and analytics will become more critical.

According to him, pay per click (PPC) advertising is worth £55 million of the £102 million spent by the UK recruitment sector.

However, this is driving up the cost per click (CPC) for job related search phrases, Mr Lightley claimed, making marketers re-think their “online awareness driving and customer acquisition strategies”.

“With over 1,100 job boards competing for search engine positions I expect to see more marketers rationalising PPC spend and committing more budget to natural search engine optimisation,” wrote Mr Lightley.

“Improving key phrase ROI will also become even more critical, as will investing in a robust web analytics solution to help measure results and evolve the keyword strategy.”

As the internet becomes more interactive with “Web 2.0”, coupled with competition for search engine rankings and between CPC and PPC, Mr Lightley expects the market to mature and become more sophisticated soon.ADNFCR-8000151-ID-17913125-ADNFCR

Related Topics: General Marketing