How ZipRecruiter Does Marketing (They Have 7M Active Monthly Users!)

Today we are going to talk about how ZipRecruiter does marketing, but before we do, don't forget to subscribe, whatever platform you're coming from, if you want to grow faster professionally and well through personal means too. All right. ZipRecruiter is a SaaS company, a software as a service company that basically will help you either find a job or it can help you place your job ads online. And, um, I've used them in the past. I mean, we use some different stuff now, but ZipRecruiter is a solid company and they're based in Santa Monica. They're a Los Angeles company. And you don't see many Los Angeles SaaS companies nowadays or like, you know, ones that are growing really quickly. So ZipRecruiter is great. So the first thing I'm going to call out here is we're going to take a look at their SEO side of things. All right, so now we are looking at ZipRecruiter's Ahrefs. Uh, we're looking at, uh, we're using Ahrefs, that's SEO tool, and we can see that they rank for 6.3 million keywords. So traffic value is $10.4 million. If they're to pay Google for that, they would be paying Google $10.4 million a month. That's $120 million a year. It's a lot of money. Apparently they spend $1 million a month roughly on paid ads and their domain rating is very, very strong. They have 17,000 referring domains, 86 domain rating out of 100. That is extremely, extremely strong. If I click on the keywords that they rank for, also their brand's very strong too, 919,000 visits per month. So key thing when it comes to SEO, You have strong branding, you have a lot of links coming to your site, you have a lot of pages, you're basically indestructible. All right, so they rank number 5 for keywords like jobs near me, 1.2 million, right? People want to make money. People need to take care of their bills. Job search, work from home jobs, part-time jobs near me. They are seen as an authority by Google because of their strong brand, because of their strong domain authority. And just from an SEO perspective, I don't even need to look further right now. I can tell you 19 out of 20, 19 out of 20 because everything's strong across the board. What I want to do next is take a look at the content. You know, for them, I mean, Their content is basically, a lot of it's user generated because if I'm looking to publish a job, I'm publishing content out there and then basically all they need to do is categorize it and basically put them into nice organized kind of subfolders throughout the site. So if I publish like a digital marketer job, they can just put me into the marketing job section and then there's just more content being refreshed every single time. Google likes to see that and it becomes easier to rank for, right? So their content, a lot of it is user generated. Also known as user-generated content. As we come down here, you know, the taxonomy is very important. When you look at a site like this, if you click on browse jobs over here, I can browse jobs by letter. So let's start, let's say I start with A over here. I go to advertising copywriter. These are all advertising copywriter jobs. Let's say we do it in California and let's say I do it in, God, I don't know, Chito, but you can see I'm going pretty deep here, right? These are all the advertising jobs in Chito. And if I guarantee you, like if I were to search advertising copywriter jobs in Chito right here where he says 104 advertising copywriter jobs in Chito, I guarantee you, I will bet you a lot of money right now, this is going to pop number 1 and I haven't searched this yet. So we are now looking at Google advertising copywriter jobs in Chino, California, and you can see for number 1, 2, it's Indeed. So you should have bet me on this one. Too bad you didn't bet me. And number 3 and 4 are ZipRecruiter. So these are copywriter jobs. There's 2 of them in here. Um, they're not ranking for that exact kind of keyword, but at least they have a 3 and 4 position, right? So, and it's not even for this page. So They're trying to localize a lot of the, the rate because a lot of people, like when you're searching, you only want to work in your area. It's not like you want to work somewhere else, right? So it makes sense. They know their customer, they know how they behave, and they're creating user-generated content to kind of move around that, right? And it's not only that, like looking at it down here, they actually do have a blog too. If we click on the blog, they spend time on that. The Future of Work Report. That's great. Like any employer wants to see the future of work. Type of thing, or employees too, right? And they have recent blog posts. So they spend money on that because it makes sense because these types of people, they want to get better, they want to find a job, and they also want to know how to find amazing talent too. So it's kind of a two-sided attack that they have here, right? You can call it a marketplace if you want. So from a content perspective, I'm going to go ahead and give them an 18 out of 20. I think, um, you know, maybe they could do better from a social perspective, but when it comes to SEO and content, You know, they're pretty solid across the board. So 18 out of 20 on that one. And when it comes to general marketing, I think again, we come down to this Future of Work report. That's general marketing. That's something where you're spending a lot of time, money, money and effort on it. Um, general marketing too, like they spend on podcast ads. I hear them on podcasts. They spend on TV ads too. Um, I think I might've seen them on a billboard before too. So general marketing, they're pretty strong. So, From a general marketing perspective, I'm going to give them an 18 out of 20. And now if we look at how they're performing from a CRO perspective, earlier you saw that when I hit this page over here, there was a little email opt-in at the bottom and there's also an email opt-in at the top over here. So they know what they're doing. They know emails are very important to them. And you know, as we come down here, let's say I wanted to post a job over here. That's kind of the call to action because they want you to pay money, right? So post a job. How many employees do you have? Okay, post a job for free. Great, right? Who doesn't— like, that's frictionless. That takes away the onus on me as an owner. There's a little chat button over here too. That's great. How many employees do I have? I don't know, let's just say like, I don't know, 21 to 50. Post jobs for free. Okay, I love this, right? They will collect your name, your email, and you'll create a password. And then at that point, they have your information, and then you'll get started, and then they could keep marketing to you over and over, right? Like, Hey, you haven't posted a job. When's the last time you posted a job? Can you post a job again? Right? So this is great. I mean, you know, this page is very well optimized. Look at all these badges. AT&T, Marriott, Volkswagen. You can call them too. There's a lot of different things that you can do here from a CRO perspective. It's great, right? So I'm going to give them an 18 out of 20 when it comes to CRO. Now the final thing we want to look at is what they're doing from a paid advertising perspective. So I'm going to come back to Ahrefs over here. And we're gonna look at what they're spending money on because it looks like they're spending about a million bucks a month. So they are spending on jobs near me. Okay. ZipRecruiter, they're defending their own name, hiring near me. So these are all keywords that they rank for, but I can tell you this, these keywords, you know damn well they convert for it because they've invested money from an SEO standpoint and they're also paying for it too, which means those keywords perform really well. Um, so they're only bidding on keywords that perform well for them and they're defending their brand. So I love that. I mean, it's not like they're just trying to hit everything across the board. They're going for high converting keywords and yet they're able to spend so much money every single month. All right, so you can see in the top right corner over here, PPC, they're spending $1 million a month. Now we go over to Adbeat over here and on Adbeat, unfortunately Adbeat is actually not pulling anything up. Maybe they're spending all on search. And so, here's the thing, there's an opportunity there. If they're spending all on search, maybe they've tried other channels, maybe they just don't work, I don't know. When I think about, oh, okay, well, they're spending on podcast ads, you can't really track that. Billboards, you can't really track that. They're spending on TV too, it's not really gonna be picked up here. And they're spending on Google Ads, right? But, what's to say they can't spend on YouTube? What's to say they can't spend on display? Even to retarget people too. So I think there's an opportunity that's being missed there. And I think overall, I mean, from a paid ad standpoint, they're doing pretty well. Um, but because I don't see any reports being pulled up here, uh, on the Adbeat side of things, I'm gonna give them a 17 out of 20 because I think there's some opportunity being left on the table. All right, so the final score for them is 90 out of 100. All right, so let me know what you think about this. Do you agree? Do you disagree? Do you think there's some things that they could actually be doing better from a marketing standpoint? Drop it in the comments below. 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