Background
A B2B background screening and employment verification provider partnered with our SEO agency to grow organic visibility and generate more qualified leads from HR teams, recruitment agencies, and compliance departments. The company delivers services such as criminal record checks, education and employment verification, identity checks, and global sanctions screening for mid sized and enterprise employers. The goal was to turn the website into a primary acquisition channel for organisations searching for reliable, compliant background checks and pre employment screening solutions.
Starting Point
At the start of the engagement, the website had a solid technical base but lacked depth around high intent keywords and buyer questions. Key challenges included:
Service pages that briefly described products but did not answer detailed questions around turnaround time, coverage, and compliance standards.
Limited content addressing specific industries such as healthcare, finance, technology, and gig economy platforms that have unique screening requirements.
Blog content that focused on general HR topics rather than targeted search queries like what is background screening, how to run employment checks, or global criminal record checks.
Few comparison or solution pages explaining why a dedicated screening partner is more effective than in house checks or basic database searches.
Meta titles and descriptions that repeated similar phrases and did not fully utilise high value keywords such as pre employment screening, candidate vetting, and background check services.
SEO Strategy for Background Screening Niche
We designed an SEO strategy focused on three priorities: matching how HR teams search for screening partners, showcasing compliance and data security, and capturing long tail questions about specific checks and processes.
Build out in depth service pages for each core offering, including criminal checks, right to work checks, credit checks, education verification, employment history verification, and sanctions screening.
Create sector specific landing pages for industries with strict regulatory requirements, highlighting how screening packages are tailored to each use case.
Develop a content hub around background screening education, covering topics such as legal considerations, consent, candidate experience, and international checks.
Introduce comparison and solution pages that explain the difference between manual checks, basic online searches, and fully managed screening solutions.
Refine on page SEO elements by mapping each URL to defined primary and secondary keywords and rewriting titles, headings, and meta descriptions accordingly.
Implementation Highlights
Execution centred on turning the website into a trusted knowledge base for background screening while removing friction for visitors who were ready to speak to sales or request a proposal.
Expanded key service pages with sections covering process steps, compliance frameworks, turnaround times, and example report outputs.
Added industry specific pages and case study style content demonstrating how screening supports risk management in finance, healthcare, education, and staffing.
Published guides and FAQs answering recurring search queries about candidate consent, data protection regulations, and cross border checks.
Improved internal linking between informational guides and high intent pages such as book a demo, request pricing, and build a screening package.
Implemented consistent calls to action, including contact forms, downloadable resources, and newsletter sign ups for HR compliance updates.
Performance Snapshot (Last 6 Months)
Google Search Console data from the most recent six month period illustrates the impact of the content and on page optimisation work on organic visibility and engagement.
With an average position inside the first page of results and a click through rate close to ten percent, the site now attracts steady traffic from employers researching background screening processes and partners.
Impact on Lead Generation and Sales Pipeline
More inbound enquiries from HR managers and talent acquisition teams requesting quotes and implementation timelines.
Higher quality leads where prospects arrive after reading educational content and already understand the value of comprehensive screening.
Increased engagement with downloadable resources and demo request forms, feeding the sales pipeline with better informed decision makers.
The website has evolved from a simple service overview into a trusted resource for organisations looking to reduce hiring risk and stay compliant with employment regulations.
Key Lessons for Background Screening Providers
Prospective clients search for clear answers about process, compliance, and turnaround times; detailed service pages and FAQs are essential.
Industry specific content helps demonstrate that screening programmes can be tailored to different regulatory environments and risk profiles.
Educational hubs around legal and procedural topics build trust and authority in a space where compliance is critical.
Strong internal linking from informational content to high intent pages converts research traffic into tangible sales opportunities.
Call to Action
If you operate a background screening or employment verification business and want to attract more qualified B2B leads through organic search, a focused SEO strategy can position your website as both a compliance resource and a lead generation engine. Contact our team for a tailored review of your current search performance and opportunities.
Contact Our Team