Well, if you’re sports uber agency IMG a lot of these people ARE your recruiting strategy. For the rest of us who use search engine marketing or optimization to drive traffic to fill jobs they’re the coat tails that we want to hitch a ride on.
In an article published today on MediaPost’s SearchInsider author Bob Heyman, Chief Search Officer at MediaSmith suggests that combining your current keywords buys with current hot keyword searches can bring a significant lift to your results. Right now, The FIFA World Cup is hot on Google and Yahoo! and if you have an angle to legitimately connect Soccer with an online recruitment campaign then you could also use your SEM to make a bigger splash. How about a theme where you’re filling out your all-star team?
Here are a couple of relevant excerpts from Bob’s story.
“SAVVY SEARCH MARKETERS KNOW THAT while you cannot always grow the number of searches for your best performing keywords, it is often possible to hitch your search marketing star to keywords tied to events or personalities that are getting a high volume of searches. Such an opportunity exists right now for those who can capitalize on the mania for World Cup Soccer.”
“ Marketers can exploit this traffic by buying World Cup-related search words. Besides the event itself, searches have spiked on such stars as Ronaldinho, Steven Gerrard, Peter Crouch (known for his robot dance) and David Beckham. Even in the soccer-apathetic U.S., there was a surge of searches on Mia Hamm.”