Have you ever thought that job recruiting has to do with digital marketing as well? If so, you need to have an SEO strategy because it also helps you collecting valuable CVs and building a brand. It’s been proven that 30% of Google searches are job-related, so you need the candidates to come across your website and find their desired job offer. In this article, I have some SEO tips for the job posting.
SEO Tips for job posting
- One job offer – one page
First of all, create one page for each job, because every job offer has to be different in real life so does your job advertisement too. In some cases, they may have the same role name in general, but surely the companies offer different benefits and require different responsibilities. Why one page per job? Because you need to highlight long-tail keywords (keyword phrases consist of 3 or more words) and to find the unique selling point of that role and put it in the Meta description with a call to action words at the end. Basically, you are selling job offers in order to get as many good application as you can get.
How can you differentiate the Meta title if you have more than one offer with the same role names? Add extensions to the job role! If you have 2 Java developer offers, add the company industry or size, or location as an extension of the role name. “Java developer – FinTech Enterprise Company” and the other one will be “Java Developer – Guildford” Trust me, you will notice the benefit of highlighting this additional information when you get the CVs as well. Extra tip: Add similar job offer links at the bottom of the page to ensure the applicants will stay on your website as long as they explore all your offers.
- Create job categories
You can optimize the category pages by adding 5-700 words content and all the links to the job offers that category includes. So you can write about what type of companies you are dealing with– their size, culture, the success of previous placements, giving some kind of trust to the candidates that you know your clients very well, and why employees like to work for them.
Google recommends that you should add structured data to job postings, and it also provides you with all the technical guidelines so you can do it successfully. There are many benefits to this feature as you have more interactive results, more applicants, and more people will find your job post. Structured data will directly integrate your job posts with Google. This is the best advantage of all! Google will work for you and list your job ads on top of the search engine, even if your website is new or not properly optimized and you do not deserve the first-page organic listing with your website just yet, your jobs will be visible and listed in the aggregated Google job offers. Do not miss this huge opportunity!
- Have your expired job post in your archive category
Never delete expired job post! A growing website is a good signal for Google. When a job expired, just write on that page: “this job expired” – and make sure there will be links to similar live jobs at the bottom, and candidates still can upload their CV to your database on that expired job post page.
You do not need to change the URL of the job when it expired, just remove it from the category listing, and move it to “Archive” category. Candidates – and Google – can see what kind of job offers you have had in the past. They can also make a decision easily if they want to subscribe for job notification emails, or they want to send their CV to you – with a hope that at some point you will have a very similar offer.
- Add the basic SEO elements
We already talked about the unique title and descriptions. So let’s see the other things you should take care of.
Sitemap: Refresh the sitemap each time you post a new job, so Google will immediately index it to its database and make it available for search.
H1 tags. Add H1 (only one) to the job post which will be the most important paragraph title, probably the job role name. Do not worry, the Meta title and H1 can be the same. However, while Meta title’s character is limited to 60 letters, you can write a bit longer H1 title.
SEO for recruitment agencies can be tricky, so you should take advice only from professionals due to the many things you need to consider. You need to check the keywords associated with the job you are offering. Find out if these keywords are popular enough in the searches and if they are competitive. Apply the results of keywords and phrases on your job post but be careful not to overdo it; otherwise, Google will give you a penalty. Add job structured data for Google listing with no errors in the code. Create an archive category for expired jobs and add the basic SEO elements for each job posts.
About the author:
Krisztina has a sound business background having founded a recruitment company in 2000 and managed the business with 15+ employees for 8 years. The business became one of the biggest Recruitment Agencies with a massive CV database and partnership of top clients. She optimised its website which won the most popular job site award in Central Europe.