SEO Case Study: How a Recruitment Firm Increased Candidate Leads by 225%
On February 5, 2025, a recruitment firm in Edison, New Jersey partnered with Goforaeo because their website was not generating enough steady candidate applications from organic search. They were spending on job boards and paid ads, but Google rankings were weak for local staffing searches. This case study explains the SEO work we delivered month by month and how it translated into tracked candidate leads.
For privacy, the firm is referenced as Edison Talent Partners, but the campaign structure and reporting style reflect real execution. The work ran from February 2025 through October 2025 and focused on Edison plus nearby commuter areas. Leads were counted only when they were real candidate actions, not vanity metrics.
Client Snapshot: Who They Are and What They Recruit For
Edison Talent Partners is a staffing and recruitment firm serving Edison and the surrounding Middlesex County area. Their placements include admin roles, light industrial positions, and a few niche categories like IT support and accounting. Many candidates searching in this area want quick hiring and clear next steps.
The website had content, but it did not match how job seekers search. Important pages were thin, job content was inconsistent, and the apply experience was not smooth. As a result, the firm missed out on local candidates who were ready to apply immediately.
Timeframe and Location: When and Where the SEO Happened
This campaign ran from February 2025 to October 2025, with reporting at the end of each month. The primary SEO location focus was Edison, NJ, with additional visibility tracked in nearby areas like Woodbridge, Metuchen, Iselin, and Piscataway. We treated it as local SEO plus organic SEO because candidates use both map results and regular search.
We tracked actions that show real intent, not just clicks. Candidate leads included apply form submissions, resume uploads, contact forms, and tracked calls. We also monitored spam and irrelevant submissions so the reporting stayed honest.
Baseline Metrics: February 2025 Before Proof
In February 2025, we confirmed tracking accuracy and recorded the baseline. This step is important because recruitment websites often miscount apply clicks or miss CV uploads. We cleaned tracking first so the before vs after comparison stayed fair.
Baseline metrics in February 2025:
- Candidate leads from organic: 40 per month
- Organic sessions: 2,450 per month
- Top 10 keyword rankings: 22
- Apply flow conversion rate: 1.1%
- Google Business Profile actions: 260 per month
Tools Used: What Powered the SEO and Reporting
We kept tools practical so execution stayed consistent. Each tool had a clear role, either to measure performance or to improve the site. Reporting came from Google sources first, then SEO tools for research and audits.
Tools used:
- Google Search Console: queries, impressions, page level performance, indexing
- Google Analytics 4: organic sessions, engagement, conversion paths
- Google Tag Manager: event tracking for apply clicks, forms, CV uploads, click to call
- Looker Studio: monthly dashboards and trend reporting
- Screaming Frog: crawl audits, broken links, metadata checks, duplicate content review
- Ahrefs: keyword research, competitor gap analysis, backlink monitoring
- PageSpeed Insights and Lighthouse: speed checks and Core Web Vitals fixes
- Call tracking and lead tagging: separating real candidate leads from spam
Strategy Overview: What We Changed and Why It Worked
This was not a blog only approach. Recruitment SEO works best when job pages are structured, local trust is strong, and the apply path is clear. We also focused on stable pages that can rank consistently, instead of pages that expire or change too often.
The strategy had five parts:
- Technical cleanup: crawl issues, speed fixes, index clutter reduction
- Local relevance: Edison focused service pages, Google Business Profile improvements
- Job page structure: consistent formatting, role categories, handling expired jobs properly
- Candidate focused content: simple help pages and FAQs that reduce hesitation
- Conversion improvements: smoother apply flow and clearer next steps
Month by Month Work and Results: February 2025 to October 2025
SEO growth usually starts slow, then picks up once pages mature and rankings stabilize. That pattern showed up here. Each month includes what we shipped and the lead and traffic movement at month end.
February 2025: Tracking fixes and technical foundation
We started on February 5, 2025 by fixing tracking issues and removing early technical blockers. Some apply actions were not being recorded correctly, which made results look smaller than reality. We also cleaned broken paths so users and Google could move through the site properly.
Work completed:
- Fixed tracking for apply submissions, CV uploads, and click to call
- Cleaned broken links and duplicate page versions
- Improved index clarity for thin and outdated pages
End of month results:
- Candidate leads: 40
- Organic sessions: 2,450
- Top 10 keywords: 22
March 2025: Service pages rebuilt for Edison searches
In March, we rebuilt key service pages so they matched real searches like staffing agency, temp jobs, recruiters, and location intent. We also improved internal linking so candidates could move from service pages into the right apply path. The goal was to make entry pages clearer and more useful.
Work completed:
- Rewrote service page content with natural Edison relevance
- Updated titles and descriptions for higher click intent
- Added clearer calls to action across landing pages
End of month results:
- Candidate leads: 46
- Organic sessions: 2,780
- Top 10 keywords: 31
April 2025: Job content structure and category pages
April focused on job pages, because recruitment SEO often fails when job URLs are messy or inconsistent. We created stable job category pages that can rank long term, then cleaned the structure of individual job listings. We also made sure expired jobs did not create index clutter.
Work completed:
- Built job category pages for main role groups
- Standardized job listing page format and headings
- Improved handling for expired jobs to prevent thin pages
End of month results:
- Candidate leads: 55
- Organic sessions: 3,260
- Top 10 keywords: 48
May 2025: Local SEO and Google Business Profile improvements
In May, we strengthened local trust signals. Candidates often pick firms that look active and real, and Google Business Profile visibility can drive calls quickly. We improved the profile content, added updates, and aligned business information across listings.
Work completed:
- Updated Google Business Profile services, description, and media
- Added regular GBP posts tied to current hiring and support
- Cleaned inconsistent citations to strengthen local confidence
End of month results:
- Candidate leads: 67
- Organic sessions: 3,920
- Top 10 keywords: 63
- GBP actions: 340
June 2025: Candidate focused content and FAQs
In June, we created content that candidates actually look for. This was not generic career advice. It was practical information that reduces hesitation, answers common questions, and encourages people to apply. We also added FAQs based on real Search Console queries.
Work completed:
- Published job seeker help pages focused on hiring steps and expectations
- Added FAQs across key pages using real query language
- Improved internal linking from content pages into job categories
End of month results:
- Candidate leads: 78
- Organic sessions: 4,520
- Top 10 keywords: 81
July 2025: Apply flow improvements and spam control
By July, traffic was higher, but we wanted more visitors to complete applications. We simplified the apply experience, clarified next steps, and added trust sections so candidates felt comfortable submitting details. We also tightened spam filtering and tracking rules.
Work completed:
- Improved apply page layout and reduced confusion in the steps
- Added “what happens after you apply” sections in key locations
- Added basic filtering rules to reduce spam submissions
End of month results:
- Candidate leads: 92
- Organic sessions: 5,150
- Apply conversion rate: 1.8%
August 2025: Push pages from mid positions into top results
In August, we targeted pages already showing impressions but not yet winning top rankings. These are the fastest wins when done correctly. We improved page openings, role details, and relevance signals based on Search Console query data.
Work completed:
- Optimized pages ranking in positions 5 to 15
- Expanded role specific sections on job category pages
- Strengthened internal links pointing to the pages that convert best
End of month results:
- Candidate leads: 108
- Organic sessions: 5,820
- Top 10 keywords: 112
September 2025: Trust signals and authority support
In September, we increased trust signals on the site. Candidates apply more when the firm feels real, local, and responsive. We added credibility content and earned a small set of relevant local mentions that supported authority without chasing random links.
Work completed:
- Improved About, contact trust sections, and recruiter credibility points
- Added proof of active hiring and response process clarity
- Earned a few relevant local links and listings
End of month results:
- Candidate leads: 121
- Organic sessions: 6,260
- Top 10 keywords: 131
October 2025: Stabilize rankings and scale what worked
In October, we focused on keeping the lead flow consistent. We merged overlapping pages so the site did not compete with itself, refreshed high performing job categories, and improved speed again after months of content growth. This helped keep rankings stable and protected the gains.
Work completed:
- Merged overlapping content and reduced index clutter
- Refreshed top job category pages with updated sections
- Improved speed on key landing pages
End of month results:
- Candidate leads: 130
- Organic sessions: 6,650
- Apply conversion rate: 2.1%
- Top 10 keywords: 138
Before vs After Proof: The Candidate Lead Increase
This is the clean comparison using the same tracking system from start to finish. In February 2025, organic candidate leads were 40 per month. In October 2025, organic candidate leads were 130 per month.
Before vs after proof:
- February 2025: 40 candidate leads per month
- October 2025: 130 candidate leads per month
- Increase: 225%
Support metrics that explain why this happened:
- Organic sessions: 2,450 to 6,650
- Top 10 keyword rankings: 22 to 138
- Apply conversion rate: 1.1% to 2.1%
- GBP actions: 260 to 340
Why the 225% Growth Happened: The Real Drivers
This was driven by structure and clarity, not shortcuts. The biggest shift came from building stable job category pages and improving how job listings were handled, which helped Google understand the site and helped candidates find the right path faster. Local trust also improved because the Edison relevance was clear across the site and Google Business Profile, which increased calls and direct actions.
Conversion improvements played a major role too. When candidates understand what happens next and the apply process is simple, more of them finish the application. That is why lead growth kept climbing even in months where traffic growth was smaller than earlier months.
Challenges We Handled During the Campaign
Recruitment SEO always has real world challenges, so we built around them instead of ignoring them. Spam applications increased as visibility increased, so we improved filters and ensured reporting counted real candidate actions. Some job listings expired quickly, so we used category pages and proper handling for expired roles to avoid index clutter.
We also saw that candidates often search on mobile. That is why speed and page clarity were treated as ongoing tasks, not a one time fix. This kept the apply conversion rate rising over time.
What You Can Copy From This Case Study
If you want similar results for a recruitment firm, the process below is a strong starting point. It keeps SEO simple, local, and focused on leads.
Steps you can copy:
- Fix tracking first: forms, CV uploads, calls, and apply actions
- Build strong local service pages for city based intent
- Create job category pages that stay live and can rank long term
- Keep job listings structured and avoid index clutter from expired posts
- Improve the apply flow and explain next steps clearly
Final Summary
From February 2025 through October 2025, Goforaeo helped a recruitment firm in Edison, New Jersey increase organic candidate leads from 40 to 130 per month, proving a 225% lift through consistent SEO execution. The work combined technical cleanup, local SEO improvements, job structure fixes, candidate focused content, and conversion upgrades.
The result was steady lead growth supported by more rankings, more qualified traffic, and a better apply experience. Most importantly, the increase came from candidates who were ready to apply, not random visitors who never take action.