Staying relevant in an ever-changing market is all about getting your jobs optimised by Google.It's not just important in terms of visibility, but in appearing on the Google's largest venture into the recruitment sphere to date: Google for Jobs.As 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, it's certainly shaking up the recruitment industry.Google for Jobs represents an unprecedented opportunity for careers 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 website is of more importance than ever. Given the overwhelming popularity of Google, employers and agencies alike need to optimise their websites 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.
Integrate your ATS
A careers website that's correctly integrated with your ATS has the potential to revolutionise your visibility online. If you use an ATS, your jobs will be hosted on a separate site to your careers website; effectively, this means that they're hidden from Google and won’t show up on any search engine results pages. A good careers website can integrate with your ATS and give Google access to your jobs, sending traffic straight to your website. If it’s configured correctly, some job aggregators- such as Google- will even pull the information from your site and show it on theirs- for free.
Not only this, but a good ATS integration can actually speed up application times- and therefore conversion rates- by as much as 42%.
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 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.
What else is Google doing? Find out in our collection of articles and videos.
Our Smart Careers Website Guide, Attrax, will let you perform a seamless integration with your ATS, creating a stellar user experience and boosting your visibility on Google to boot.
Find out more here.