A user clicks your link in a Google search, instantly they know the job is not of interest to them, they click the back button and return to Google to resume searching within a second or two. Google now knows that your webpage was not relevant to this person’s search. Google wants to do its job better every time, or people will stop using it. If you are not relevant to people who click your listing, then Google will move you down the ranks and move others who are applicable up.
To be successful with SEO when promoting job roles on your recruitment agency website; it’s essential to focus on intent and relevancy. The goal is not to attract every single person on the internet. The goal is to attract the right people, who will be suited to this role and will take action.
We use Yoast SEO is to optimise WordPress websites for SEO. The free version is great and I’d highly recommend it but there are a ton of similar tools out there. The main to note is that this post will focus on the SEO meta title tag and meta description so once you can edit those for an individual page you’re good to go!
Yoast gives you a preview of how your page will when it appears in Google search listings and allows you to edit the meta title and description. Look at this preview like your advertisement to someone. Make it stand out but make sure that the content gives people enough information for them to know what to expect when they click the link. They should be able to say “this looks like a job I’d be interested in”. You want to spark enough interest for people to want to find out more. Don’t put in the same as every other job post out there — make it unique to this opportunity. As a recruiter, you may have tons of jobs to list for various roles, locations and sectors but this one job is all a person may look at it, and it needs to have the vital information they need to make a decision. People generally do not change jobs because they are 100% happy with their current position — so offer them something better, something interesting, exciting and something that they can connect with.
Choose a unique meta page title tag
A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content.Moz
For your title tag use a keyphrase that you want an individual job page to rank for on search engines. E.G. If someone typed that
The initial thoughts are usually to try appeal to as broad an audience as possible. The downfall of this when it comes to gaining traction on search engines is that they want the most relevant results first — they want the most specific results first.
If we have a role for Accounts Payable and use the broad keyphrase ‘accounts payable’ as your focus keyphrase, you will compete against approx 132,000,000 results on Google.
“We may dream of the mass market, but the mass market doesn’t dream of us. Almost no one visits your restaurant, almost no one buys your bestselling book, almost no one watches the Tonight Show.”Seth Godin – Almost no one
If we look at making our keyphrase more specific by factoring in location and sector for this role (‘accounts payable job public sector in Dublin 2’) we will have a much more relevant keyphrase. Also, you now compete against approx. 1,1130,000 results — it’s still a lot of results, but it is 100 times smaller than using the board keyphrase, so your page is 100 times more specific already.
If a person typed in ‘accounts payable job public sector in Dublin 2’, they would be showing clear intent for what they seek. If this is what you offer as role then this person has found precisely what they are looking for — which means they are happy, Google has done its job, and your SEO rank may improve.
Followup with strong job meta descriptions
SEO meta descriptions are your ad copy. You have already got a relevant title to draw interest — now you want the description to give a little more insight into the role and help people understand if it’s worth clicking to find out more.
Some companies want to challenge employees and continuously strive for better or faster or another metric. Others want to make sure that the ethos and mission of everyone is a good match. Likewise, some candidates are looking to be challenged; others are looking for a culture fit. Make sure you use your description to project the type of person or company.
It is better to have someone read a helpful description and not click through than it is to have an explanation that is vague or tricks someone into clicking. You want someone to click your listing and stay on your site, not return to Google within a few seconds — alerting Google that your page is not relevant.
Make the role shine by aligning it with what the candidate may hope to get from such a position or highlight the type of company and culture they can expect to find.