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Saramin 透過投資搜尋引擎最佳化 (SEO)，將自然搜尋流量提高 2 倍
發布日期：2020 年 4 月 8 日
挑戰
Saramin 是韓國最大的求職平台之一，提供徵人啟事建議、公司和薪酬相關資訊，並透過 AI 技術提供面試和獵人頭服務。使用者造訪 Saramin 網站的目的不只是尋找及應徵工作，也包括獲取各種求職相關資訊，並透過優質的 AI 服務準備面試。
2015 年時，Saramin 在 Google Search Console 上註冊了自己的網站。在第一年，他們將重心放在檢查檢索錯誤並修正問題，確保 Googlebot 能檢索自己的網站並正確建立索引。雖然這是一項簡單的工作，不過仍讓自然流量提升了 15%，同時也讓 Saramin 認為加碼投資搜尋引擎最佳化 (SEO) 能帶來更豐碩的成果。
解決方法
Saramin 的行銷人員和網站擁有者開始更嚴格地遵循搜尋引擎最佳化 (SEO) 指南和 Search Console 指南，並且推動更多變革，目標是要改造網站，更容易讓 Google 搜尋解讀。Saramin 的第一項工作便是移除充斥著多餘無益關鍵字的 meta 標記。他們運用標準網址並移除重複的內容，同時探索 Search Gallery，從 JobPosting、導覽標記和預估薪酬著手，陸續導入適用的結構化資料。
剛開始研究 SEO 時，不僅要學習所有新的技術詞彙，還必須處理以往沒接觸過的新問題，這對 Saramin 的行銷團隊來說是一大挑戰。因此，他們詳讀 Google 搜尋開發人員指南和說明中心文章，從中找到問題的解答，這些資源持續為他們遇到的問題提供最新資訊。
此外，他們也在改善網站的過程中利用了 Google 提供的各種工具。
Saramin 的 SEO 計畫主導人，SEO 經理 Tae Sung 表示：「我們利用結構化資料測試工具檢查網址，輕易找出了結構化資料的錯誤並加以處理。行動裝置相容性測試、AMP 測試和 PageSpeed Insights 等其他工具也為我們提供了寶貴的深入分析，有助於推動各項改進措施，並協助我們打造更優質的使用者體驗。」
成果
看著 Search Console 涵蓋率圖中的紅色錯誤，在接下來的幾個月逐漸轉變成綠色的有效項目，Saramin 明白公司正確實朝著既定目標邁進。逐步推動的各項變革開始收到成效，而流量也持續以更驚人的速度增加。在 2019 年 9 月的徵才高峰期，流量整整比前一年多出一倍。
102%
2019 年徵才期間，來自 Google 搜尋的自然流量與去年同期相比的成長幅度
Tae Sung 指出：「我們十分樂見流量增加，不過更令人興奮的是，流量品質也連帶提升了。不僅新註冊的使用者人數增加 93%，轉換率也提升 9%。我們相信，這表示使用者對 Saramin 的最佳化作業相當滿意。」
93%
來自 Google 搜尋自然流量的新會員註冊人數增加幅度
9%
Google 搜尋自然流量所促成的轉換率與去年同期相比的增幅
Saramin 持續投注更多心力，期望達成搜尋引擎最佳化 (SEO) 的各項目標，同時也期待導入更多 Google 提供的技術和功能，協助使用者更瞭解他們的內容。Tae Sung 對未來的工作充滿熱情，他說：「我們的故事才正要開始。」
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[null,null,[],[[["\u003cp\u003eSaramin, a Korean job platform, doubled its organic search traffic by implementing SEO best practices.\u003c/p\u003e\n"],["\u003cp\u003eThe company focused on improving site structure, removing unnecessary meta tags, and implementing structured data.\u003c/p\u003e\n"],["\u003cp\u003eThese efforts led to a 93% increase in new sign-ups and a 9% increase in conversion rates.\u003c/p\u003e\n"],["\u003cp\u003eSaramin's success demonstrates the significant impact of SEO on driving traffic and achieving business goals.\u003c/p\u003e\n"],["\u003cp\u003eThe company remains committed to further SEO enhancements for continued growth and user satisfaction.\u003c/p\u003e\n"]]],["Saramin, a Korean job platform, significantly improved its SEO after registering on Google Search Console in 2015. They focused on fixing crawling errors, which initially increased organic traffic by 15%. Subsequently, they followed SEO and Search Console guidelines, removing unnecessary meta tags and duplicate content, and used canonical URLs. They implemented structured data, utilized Google's testing tools, and thoroughly studied Google's developer guides and help center. These efforts doubled their organic traffic during the peak 2019 hiring season and increased new user sign-ups by 93%, with a 9% conversion rate increase.\n"],null,["# SEO Investment Case Study | Google Search Central\n\nSaramin increased organic Search traffic 2x by investing in SEO\n===============================================================\n\nPublished on April 8, 2020\n\nChallenge\n---------\n\n\n[Saramin](https://www.saramin.co.kr/), one of the largest job\nplatforms in Korea, offers job posting recommendations, company and salary information,\nAI-based interviews, and AI-based headhunting services. People come to the Saramin site not\nonly to look for jobs and submit applications, but to also gain a variety of information\nrelated to job searches and receive high-quality AI-based services for interview preparation.\n\n\nIn 2015, Saramin registered their site on Google Search Console. In the first year, they\nfocused on checking crawling errors and fixed issues to ensure that the Googlebot is crawling\nthe site for proper indexing. The task was simple but still resulted in a 15% increase in\nthe organic traffic, and Saramin thought more investment in SEO can bring greater success. \n15~%~\n\nIncrease in the organic traffic\n\nSolution\n--------\n\n\nThe marketers and website owners at Saramin started following the\n[SEO](/search/docs/fundamentals/seo-starter-guide) and\n[Search Console guidelines](/search/docs/advanced/guidelines/overview)\nmore closely and implemented more changes. The goal was to make changes to the site so that\nGoogle Search would better understand it. The first task involved removing `meta` tags that were\ncluttered with unnecessary and unhelpful keywords. They used canonical URLs and removed\nduplicate content. They explored [the search\ngallery](/search/docs/appearance/structured-data/search-gallery) and applied applicable structured data, starting with\n[`JobPosting`](/search/docs/appearance/structured-data/job-posting),\n[Breadcrumb](/search/docs/appearance/structured-data/breadcrumb), and\n[Estimated salary](/search/docs/appearance/structured-data/estimated-salary).\n\n\nWhen Saramin's marketing team first started looking into SEO, it was a challenge to learn all\nthe technical terms and tackle issues that were new to them. So they thoroughly studied the\nGoogle Search [developer's guide](/search/docs/fundamentals/get-started-developers) and\n[Help Center\narticles](https://support.google.com/webmasters) and found answers to their problems. These resources continue to provide\nup-to-date information for issues that they run into.\n\n\nIn addition, they used various Google tools offered as they worked on improving their site.\n\"Errors on our structured data are dealt with by checking URLs on the\n[Structured\nData Testing Tool](https://search.google.com/structured-data/testing-tool/u/0/). Other tools like [Mobile Friendly Test](https://search.google.com/test/mobile-friendly), [AMP Test](https://search.google.com/test/amp), and\n[PageSpeed Insight](https://pagespeed.web.dev/) provide us valuable insights for\nmaking improvements and helping us offer a better experience for our users,\" said Moon Tae\nSung, Saramin's SEO Manager who led the SEO initiative at Saramin.\n\nResults\n-------\n\n\nOver the course of the next few months, Saramin saw the red-colored errors on the Search\nConsole's Coverage graph gradually turning valid green, and they knew they were headed in the\nright direction. The incremental changes reached a tipping point and the traffic continued to\nrise at a more dramatic speed. In the peak hiring season of September 2019, traffic doubled\nfrom the previous year. \n102~%~\n\nIncrease Year-Over-Year (YOY) in organic traffic from Google Search during the hiring season\nin 2019\n\n\n\"We are very happy about the traffic increase, but what's more exciting is it also accompanied\nimprovement in the quality of the traffic. We saw a 93% increase in the number of new sign\nups and a 9% increase on the conversion. We believe this means Saramin's optimization work was\nfound delightful by our users,\" said Tae Sung. \n93~%~\n\nIncrease in new member sign-ups from organic traffic from Google Search \n9~%~\n\nIncrease YOY in conversion rate from organic traffic from Google Search\n\n\nSaramin continues to invest in achieving their SEO goals; they look forward to implementing\nmore technologies and features from Google that will help their users understand their\ncontent better. Tae Sung is enthusiastic about their work ahead and said, \"This is only the\nbeginning of our story.\""]]
