Increasing Environmental Consulting Firm Job Applications by 164% with Search-Informed Content Strategy

At-a-Glance: Using Keyword Data to Drive More Job Applications

A California-based environmental consulting firm wanted to attract more qualified job applicants through its website. By analyzing organic search behavior, we discovered which search terms candidates were actually using. We optimized the careers section based on these insights, leading to a 164% year-over-year increase in clicks to job applications two years after launch.

The Challenge: Job Seekers Were Searching Differently Than the Firm Was Positioning Roles

The firm had positioned openings around “environmental consulting” language, but potential candidates were using broader and more common search terms like “environmental science jobs.” This mismatch between candidate language and site content limited visibility and made it difficult for job seekers to find and apply for open roles.

Our Approach: Turning Search Queries Into Site Architecture

To uncover where the disconnect was happening that was preventing job seekers from finding our clients site, we analyzed search behavior using SEMrush keyword research. The data showed that candidates weren’t searching for roles in “consulting” language at all. Instead, they relied on broader, candidate-friendly phrases that weren’t reflected in the site’s navigation or job content.

To tackle this search term misalignment we focused on:

• Analyzing organic search queries using SEMrush, GA4, and Looker.
• Identifying high-volume terms and content gaps.
• Restructuring the careers section with keyword-aligned URLs, titles, and content.

Impact: A New Keyword-Aligned Navigation Increased Applications by 164%

• +164% year-over-year growth in clicks to job applications (Jan–Sept 2023 vs. Jan–Sept 2022).
• Increased visibility for high-intent queries like environmental science job openings.
• More qualified traffic funneled directly into the application process.

Insight: Matching Candidate Language Unlocks Organic Growth

This worked because the site’s architecture and language reflected how candidates naturally searched. Instead of optimizing for internal terminology, the careers section prioritized the terms applicants actually use. That alignment with user behavior not only improved search visibility but also streamlined the path to applying.

Key Lesson: How Search-Informed Architecture Drives Qualified Traffic

Leveraging organic search queries in URL structures and information architecture can dramatically increase visibility and conversions. By listening to the language users bring to search, organizations can:

• Build navigation that resonates with real-world intent.
• Capture more qualified traffic directly from organic search.
• Turn keyword insights into long-term growth for recruitment and beyond.