For companies, almost nothing is more important than finding good employees. Here you can find out how to use the right SEO tactics to advance your career pages.
Good search engine optimization aims to be found by potential candidates and to make page content findable for search engines. However, good SEO alone is often not enough to be successful in recruiting.
Here you first have to understand where your target group is on the Internet. This is also where organic search engine optimization comes into play. The so-called “online word-of-mouth propaganda” via social media, be it via retweets, likes, comments or links, is having an increasingly large impact on website traffic. In order to reach suitable and qualified applicants, a company must maintain contact with them and establish a good employer image. More and more job seekers are using mobile devices and apps to search for jobs. Therefore, you should optimize your career website for mobile devices.
Young people in particular are more mobile and want to be reached through a variety of channels in times of a shortage of skilled workers. Just as users welcome a high level of security on a site, it is important to optimize the loading speed for mobile devices. There are two crucial aspects that play a huge role in website optimization. Google welcomes security by making HTTPS websites more prominent. According to statistics from Google (January 2017), long loading times generate a high bounce rate. 53 percent of users leave a page when a mobile page takes longer than three seconds to load. Google reacts here with the introduction of standardized, faster, mobile-friendly AMP pages.
The lightning-fast mobile pages
An investment in usability
More than 50 percent of users expect the loading times to be almost identical or only slightly higher when using the smartphone on the move. Loading times that are too long turn into a clear competitive disadvantage. AMP technology accommodates this because it tries to significantly reduce the loading times of mobile websites. A career page created in AMP format loads up to four times faster than standard websites and uses significantly less data. The design options at AMP with regard to page structure and user friendliness are, however, still a little limited in the development phase and very text-based.
The main purpose of the AMP strategy is to continuously improve the user experience on mobile websites. However, since it is still in the early stages, its potential can only be guessed at to become one of the most important ranking factors in the SEO area for Google in the future. Google itself presents the fast AMP in the mobile search results above the regular SERPs and marks them with a lightning bolt.
Google offers its own search engine for jobs
In the USA, Google has already established its first job search engine “Google for Jobs”. It is probably only a matter of time before it is also possible to search for job advertisements directly via Google in Germany. This will then no longer take place via job exchanges and job portals, as was previously the case, but the job advertisements will be distributed quickly and, above all, via Google itself in a mobile-optimized manner.
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Thanks to the prominent placement in the results of Google search, even unknown companies will attract more attention in the target groups. In addition to the job description, the company logo, ratings and reviews are included in the job advertisements. Google expects a higher number of motivated applicants from this. The new user experience enables applicants to filter searches based on specific criteria – e.g. B. the location or the job title. In this way, suitable candidates can be approached who are already looking for a specific job. Those who switch early already have a great advantage in the competition for the target group of mainly young specialists and managers.
Make your career website fit
A website should meet certain access requirements in order to be found and indexed by Google. There has been a standardized website structure since 2011, which was defined by seo companies in delhi in order to ensure quality standards. In addition, certain technical guidelines as well as content-editorial requirements for job advertisements must be adhered to.
With the jobPosting Object you can optimize your job postings in a search engine-friendly way and be prepared when “Google for Jobs” goes online soon in Germany.
On schema.org you will find the said guidelines – including the tags such as jobLocation, hiringOrganization etc., which your code must contain. There are also certain tags that Google recommends to integrate into your job advertisement, e.g. information on salary or type of employment (baseSalary, employmentType)
Google also needs information about the status of the job advertisement. You have to integrate this into your site via a sitemap. You can then use the Google Structured Data Testing Tool to test your optimized website for structured data.
When structuring your website, always think of the applicant, who has to find their way around. The website should also be easy and clear to navigate, but it must also contain individual pages that are dedicated to the core areas of the company. The reason for this is to provide Google with pages that give detailed explanations for each specific area of your business. For example, if you only have a single page for all subject areas, there is a good chance that each area will only be briefly mentioned once and that other synonyms and information may not be included. If so, you may not be getting enough traffic – and potential applicants will not be able to get enough information about you.
Looking for keywords
Before creating content for a page, you should also choose one or two keywords or phrases that you think users are likely to be looking for. Then edit the page title, description and content. Stick to one or two keywords per page and try to use a narrow range on your website to capture a wider variety of searches. Focus on key terms that are relevant to your target audience.
You can use the Google AdWords Keyword Planner to determine relevant keywords for your company. Google AdWords gives you a good insight into how often users have searched for certain keywords. You can also use the Google Keyword Planner to check the monthly search volume and thus optimize your keyword list. Keyword timings are compared with the help of GoogleTrends. Once you’ve found your relevant keywords, carefully embed them on your website. The most important key terms must be found on the home page. In addition, you should make sure not only to include them in the body text, but also to make sure that you include them in the page titles and headings. It is also a good idea to conduct a competition analysis. Simply check the websites and keywords of the competitors in the same range of topics. Maybe there is still potential here.
Content is king – a real added value
In the long term, the exciting question is how to differentiate yourself from the competition in the SERPs. So today it is no longer primarily a matter of simply placing a job advertisement and hoping for suitable candidates. It takes a little more to attract qualified professionals. In the battle for the best candidates, the most important thing is to create high-quality content and individual added value. Regularly updated content takes the most effort, but it plays an important role. Google especially likes websites that regularly produce new content. It’s also about backlinks. The higher the quality of the links on the page, the higher the rank. This also explains, in part, why some older sites have higher Google rankings.