Unemployment and redundancy revisited

18 November 2008 at 0:34 Leave a comment

Robin Goad at Hitwise revisits searches for ‘redundancy’ following his first review in June, discussed by me here.

Goad notes a large increase in searches for ‘redundancy’ related terms and ‘unemployment’ related terms, but also a large increase in the range of distinct variations searched for.

Directgov is the destination for a large (and increasing*) proportion of these searches

“Over half the people searching for ‘redundancy’ (63.8%), ‘job seekers allowance’ (56.7%) and ‘unemployment benefit’ (55.1%) currently visit the government site Directgov. The five most popular employment search terms driving traffic to Directgov over the 4 weeks ending 8th November were ‘worktrain’, ‘job seekers allowance’, ‘income support’, redundancy’ and ‘job seekers allowance (sic)’.”

A search on Google for these terms gives the following results:

rank/term redundancy Job Seekers Allowance unemployment benefit
Sponsored Directgov Directgov
1st Directgov Jobcentreplus Working Rights
2nd Directgov Job Seekers Allowance Working Rights
3rd BERR Directgov DWP (PDF)
4th BERR DSDNI DWP (PDF)

The two Directgov sponsored lnks show the value of including sponsored results to help users navigate. Unemployment benefit is no longer an ‘official term’ and so the natural search results from the public sector are not particularly helpful. The sponsored link points users to a helpful hub page about help and support with looking for work.

*In the period ending in June 54.6% of searches for the basic term ‘redundancy’ went to Directgov.

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Entry filed under: search, seo. Tags: , .

Change.gov still not optimised Google Search-based Keyword Tool

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