SEO for job roles is different than regular pages on a recruitment agency website. The fact that there are usually a lot of roles with similar or identical titles means you need a process in place to differentiate each job page for people and search engines.
This article is the fourth in our recruitment agency SEO series. Today we’ll cover page URLs for job roles on your recruitment website, and how to best optimise them for SEO performance to make sure you rank well on Google.
Other articles in this series cover:
SEO optimised URLs should follow these guidelines:
- Easy to read
1. Create unique URLs for each job page
It’s likely that you often recruit for the same type of roles. This means your website jobs board may have many roles with the same title as each other.
WordPress doesn’t allow you to have the same address or URL for any two pages. Every page URL must be unique.
So for example, if you were recruiting for a marketing executive, well, your URL would be https://yourwebsite.com/jobs/marketing-executive.
Now, imagine you have another role in a few days for a marketing executive.
If you went into WordPress and done the same thing, and just typed in marketing executive, WordPress would create a new URL, which is https://yourwebsite.com/jobs/marketing-executive-1. Now that’s okay, but it’s doesn’t help Google to understand the difference between each URL.
We’ve built a lot of recruitment agency website job boards, which has given us insights into how agencies manage their application process and job roles. The most successful way we’ve found for simple yet effective job role URLs is to use the job reference. Most recruitment agencies use a CRM or have some identifier for each job role.
So for example, if we had the same two marketing executive roles, and the first one had a reference of 123, and the second reference of 345, well, then your actual URL would be https://yourwebsite.com/jobs/marketing-executive-123. So, the second job would be https://yourwebsite.com/jobs/marketing-executive-345.
2. Enhance URLs to be specific and relevant for that role
Google tailors its search results for individuals and uses their location as part of this process. A person searching Google in Cork will see different results than someone typing the same search in Dublin.
“Nearly one-third of all mobile searches are location-based queries. (The SEM Post, 2016)”
You could be recruiting for two marketing executive job roles. One may be based in Dublin and the other in Cork. Also, the position could be based in the pharmaceutical sector or IT.
Help Google identify your jobs roles before their crawl bots even land on your website by including details like location and sector.
Instead of just having https://yourwebsite.com/jobs/marketing-executive-123, it’s far better to have https://yourwebsite.com/jobs/marketing-executive-dublin-pharma-123.
The longer, more specific URL will help Google to show the most relevant results.
Factoring in your SEO key phrase within the URL can also help your search rankings.
3. Make URLs easy to read
The structure of your URLs should be easy to read for both people and search engines.
Each URL should give a clear idea about the information expected on that page.
Edit URLs with Yoast SEO
Once you have a process in place, it’s straightforward to rinse and repeat. We always recommend using the Yoast SEO plugin. Yoast has a feature which allows you to edit what’s called the slug of the URL, which is the end of the URL.
I’ve included an image so you can see a standard job role with the title of marketing executive.
The second image shows a more optimised job role, which includes the title, location, sector, and reference.
Redirect deleted jobs to another page
Once a job role has been filled it is no longer worthwhile having on your website. Instead of only deleting the job page, it is more beneficial to SEO, and anyone who may click an old link to a deleted job page, to reduced traffic to another page on your site such as the jobs index page or a relevant job category page.
Yoast SEO Premium can help you create page redirects for deleted pages.