One freelancer shares their experience of signing up with one of Europe’s largest freelance platforms but says the application process can be biased for those not proficient in Search Engine Optimisation
The freelance platform Malt, is for the most part considered a promising alternative for freelancers to traditional recruitment, yet it’s facing some scrutiny over its Search Engine Optimisation (SEO) approach to connecting freelancers with potential clients. With recruiters holding the reins in the matching process, freelancers are left navigating an opaque system, often with little to no direction.
One freelance project manager, Charlotte Kelly, who initially shared her positive experience with Malt in a LinkedIn post, has recently expressed reservations about the platform’s effectiveness for candidates. She has highlighted the lack of transparency and the feeling of being adrift in an SEO-driven maze. Despite generating interest from 33 new signups at the time of writing, the shine is wearing off, leaving her questioning the true potential of Malt bringing her viable project opportunities.
Charlotte explains that many users are not contacted by recruiters, leading to frustration and disillusionment. The prevailing belief is that Malt’s algorithm prioritises profiles that are meticulously optimised for search, effectively turning the application process into a guessing game.
The Freelance Informer asked Charlotte when the penny dropped and she realised the platform required candidates to have a considerable amount of SEO experience to grab recruiters’ attention and how she has got on since signing up on Malt’s platform.
“I only realised when a fellow freelancer contacted me that Malt is heavily SEO-focussed,” she says. “I understood already that most of these sites are because I’ve worked in SEO for 6 years so I knew I had to apply as many tags as possible and utilise the bio to also introduce many keywords.”
If you are not an SEO-wiz like Charlotte? What do you do?
Charlotte says, “To identify keywords relating to your skill set, the easiest way to get a shortlist is to use ChatGPT and prompt it to list out the most appropriate SEO keywords relating to your role. Then you can weave these into your bio as naturally as possible.”
Here’s a breakdown of how to optimise your freelance profile using SEO principles to attract the attention of recruiters
Identify Relevant Keywords:
- Brainstorm terms recruiters might use when searching for freelancers in your field (e.g., “freelance web developer,” “content writer for hire”).
- Use keyword research tools (e.g., ChatGPT, Gemini, Google Keyword Planner, Ahrefs, SEMrush) to discover related keywords and their search volumes.
- Consider long-tail keywords (more specific phrases with lower competition) to target niche opportunities.
- Incorporate Keywords Strategically:
- Profile Title: Include your primary keyword (e.g., “Experienced Freelance Web Developer | SEO Specialist”).
- Skills Section: List skills relevant to your field and sprinkle in keywords naturally.
- About Me: Craft a compelling description highlighting your expertise and experience, using keywords contextually.
- Project Descriptions: Showcase your past work using relevant keywords to describe your role and achievements.
Optimise Your Profile:
- Profile Completeness: Fill out all sections of your profile to boost its visibility in platform searches.
- Clear and Concise Language: Use simple language and avoid jargon to ensure recruiters understand your skills and services.
- Highlight Your Unique Value Proposition: Explain what sets you apart from other freelancers in your field. If you can provide statistics on any project successes add these to stand out.
- Showcase Your Expertise: Feature your best work and highlight successful projects.
- Include Testimonials: Positive feedback from past clients builds credibility and trust.
Engage with the platform and the freelancer community:
- Stay active: Regularly update your profile and submit proposals for relevant projects.
- Participate in the freelancer community: Join discussions on Freelance Informer posts, offer insights, and network with other freelancers and potential clients.
- Seek recommendations: Request recommendations from past clients and colleagues to further enhance your profile.
Track your progress:
- Monitor your profile views: Use the platform’s analytics to track how many people are viewing your profile.
- Pay attention to proposal success rate: Analyse which proposals are getting accepted and refine your approach based on your findings.
- Additional tips:
- Create a strong portfolio: A well-curated portfolio showcasing your best work is essential for impressing recruiters.
- Use high-quality images: Professional headshots and project images create a positive first impression.
- Proofread carefully: Errors and typos can make you appear unprofessional.
- Stay up-to-date: Keep your skills and knowledge current to remain competitive in the freelance marketplace.
By implementing these SEO strategies, you might increase the visibility of your freelance profile and attract the attention of recruiters actively seeking top talent in your field.
So, how does Malt rate so far?
Charlotte, who has been a marketing project manager for 13 years, is only interested in fully freelance roles, outside of IR35, so as many freelancers know this too can limit opportunities, even on freelance-focused platforms. “Because there is no visibility of available opportunities, I don’t expect to check Malt regularly,” she says. If I am offered an opportunity or shortlisted, I expect to receive an email, so outside of that, there is nothing for me to do on Malt except wait… Which isn’t the most thrilling of experiences.”
SEO-enabled platforms: are they all that candidate-friendly?
The reliance on SEO raises concerns about the fairness and inclusivity of the recruitment process. It puts individuals who are less familiar with SEO techniques at a disadvantage, potentially excluding talented freelancers who simply don’t have the time or resources to play the SEO game.
Moreover, this approach risks alienating candidates who value clear communication and transparency. The lack of direct engagement with recruiters and the emphasis on SEO can create a sense of detachment and disengagement, ultimately discouraging freelancers from using a platform.
To address these concerns, Malt and other SEO-enabled platforms could prioritise transparency and streamline the application process and in the process be more candidate-friendly. This could involve:
- Providing Clear Guidelines: Offering freelancers specific guidance on how to optimise their profiles and increase their visibility to recruiters.
- Facilitating Direct Communication: Creating opportunities for freelancers to directly engage with recruiters, fostering a sense of connection and collaboration.
- Reducing Reliance on SEO: Exploring alternative matching algorithms that consider a broader range of factors beyond keywords.
Ultimately, the success of freelance platforms hinges on their ability to foster trust and create a positive user experience. By adopting a more transparent and inclusive approach, Malt can reclaim its position as a valuable resource for both freelancers and recruiters.
Is the SEO-driven recruitment model the future? Or is it a passing trend that will ultimately give way to more human-centric approaches? Only time will tell. But one thing is clear: transparency and open communication are key to building a sustainable and thriving freelance ecosystem.
