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Google for Jobs is coming. Prepare for it: boost your SEO

Written by Vicky Jessop on 05 Jan 18
Google for Jobs is coming. Prepare for it: boost your SEO
The recruitment sphere has been abuzz for the past few months with news about Google’s plans. Of course, its largest project is Google for Jobs: the widget that pops up above Google’s Organic Search results, which collates vacancies from around the internet, recruitment agencies and careers sites, into one place for candidates to browse at their leisure.

Google for Jobs represents an unprecedented opportunity for careers and recruitment websites. Google is prioritising ranking these sites above job boards such as Indeed- who, indeed, has refused Google access to its vacancies- so a well-designed, well-constructed recruitment website is of more importance than ever.

Given the overwhelming popularity of Google, employers and agencies alike need to optimise their websitea for Google’s bots, and boost their SEO if they want to compete in the changing recruitment market.

Here’s how to make sure you make the most of Google for Jobs.

Meta-Data

When you’re designing a website, or publishing a piece of content, you can find the Metadata section of your page in the space between the <head> tags. This piece of HTML code tells Google’s bots what’s on that page, and provides a reference for them to work with when it comes to categorising search data. 

Many people neglect to fill in the Metadata section when creating pages or publishing content, but it’s an invaluable way of boosting your visibility; by including keywords and a succinct description of the market you operate in along with the content of the page, Google will pick up information from your page more easily- and even boost your rankings for certain phrases, if they’re included in the Metadata section. That being said, it’s important to note that Google doesn’t explicitly rely on Meta-data to rank your website: if it matches with the content on the page, it will help boost your SEO rankings; if the two don’t tally, then it may negatively affect your SEO.

Though it’s not the only way of boosting your SEO rankings, it’s certainly a useful tool in doing so- especially given that Google's Organic Results will be pushed further down the search results page, so even if you've worked hard at getting to position seven or eight, you'll be further down, and less likely to be clicked on, than you are currently.

With this new format being implemented, it's highly likely that Organic Search traffic from aggregators like Indeed will drop; as a result, getting your Meta data correct will maximise your chances of showing up higher on Google's Organic Results, and more prominently on Google for Jobs; you'll therefore be able to maximise your conversions. 

A simplified website structure

If you want to get noticed by Google, it’s of utmost importance that you index all of the pages on your website. You need search engines to keep re-indexing your site if you want to keep ranking for relevant search results, and if you want to make it easy for Google’s bots to crawl your page and pick out relevant information- or, indeed, the job vacancies that will eventually show up on Google for Jobs. 

For this, you need to make sure your website is easily crawlable. One way to do this is to create a sitemap on your website, which lists each page on your site and tells Google whenever a new one has been added. One other way of building visibility is by creating inbound and external links to and from your site, which helps place you in a wider network, and raises the possibility that Google will crawl your page.

Write good copy

Writing good copy won’t just attract and engage viewers and potential job applicants; it will also boost your SEO ratings. By publishing fresh content that’s relevant to the audience you’re targeting, you’ll not only get more traffic (which, in turn, will boost your ratings), but, by including keywords that are relevant to phrases you want to rank for, Google will be more likely to categorise your website as trustworthy.

It’s a positive circle: the more traffic you receive, the higher you’ll appear on Google’s Organic Results- or on Google for Jobs. And Content Marketing is a key part of that process.

Talk to the experts

At 4MAT, we build websites that are designed to thrive in the changing recruitment market, and rank highly whether on Google’s Organic Search or in Google for Jobs. Have a look at some of the work we’ve done in our Portfolio, or take a look at our industry insights in our blog.


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