Get More Candidate Visitors to your Job Posting and Career Pages | SEO for ATS

Summary

In this 'Everything Recruiting' episode, the host outlines three strategies to boost job listings on Google. They discuss the importance of understanding what job seekers search for on Google, changes in how job postings interact with Google search, and the impact of Google's 'snack pack' equivalent for jobs. The host also introduces a tool to test job listings for errors in structured data and emphasizes the role of keywords in job descriptions. Lastly, they demonstrate using SEO tools like SEMrush to analyze and optimize job postings for better visibility.

Takeaways

• 🔍 Understand that people's search queries on Google directly reflect their needs and interests.
• 📈 Recognize that Google has updated its algorithm to better serve job postings based on user location and preferences.
• 📌 Note the importance of structured data and job posting details like address and salary information for Google to rank them higher.
• 💡 Consider investing in ads to get your job postings ranked higher until your SEO is optimized.
• 🚀 Utilize tools like Google's Structured Data Testing Tool to check for errors in your job listings and improve them.
• 🛠️ Amend your job postings by adding missing details such as zip code, street address, and salary information.
• 🔑 Focus on using the right keywords in job descriptions to attract the right candidates and improve SEO.
• 🔍 Use SEO tools like SEMrush to analyze keyword popularity and competition for better job posting visibility.
• 🔎 Look at competitors' job postings to understand what keywords and strategies are working for them.
• 📈 Learn from SEO best practices and competitor analysis to improve your own job postings and drive more traffic.

Q & A

What is the main focus of the video script?

The main focus of the video script is to teach viewers how to improve the ranking of their job listings on Google.

What is the significance of understanding what people search for on Google?

Understanding what people search for on Google provides insight into their needs and thoughts, which is crucial for attracting the right candidates to job listings.

What is the 'snack pack' in the context of Google search?

The 'snack pack' refers to the top search results that Google provides, which are driven by user reviews and are designed to give users relevant data quickly.

How has Google changed the way job postings interact with search?

Google has introduced a feature similar to the snack pack for job postings, which displays job listings with details like full-time status, salary ranges, and location based on the user's area.

Why is it important to post jobs correctly on Google?

Posting jobs correctly ensures that they appear in the top search results, which can significantly increase traffic to the listings. Incorrect posting may result in missing out on potential candidates.

What tool does the speaker recommend to check job listings for errors?

The speaker recommends using a tool from Google that checks job listings using structured data testing to identify and fix errors.

What are some of the common errors that might prevent a job listing from ranking high on Google?

Common errors include missing address details, lack of structured job titles, and absence of salary information.

Why is it beneficial to use SEO tools like SEMrush?

SEO tools like SEMrush help analyze keyword popularity and competition, providing insights into which keywords can help job listings rank higher in search results.

How can the speaker's method help a recruiter or business owner?

By understanding and applying SEO strategies, recruiters and business owners can improve the visibility of their job listings, attract more applicants, and potentially reduce reliance on job boards.

What is the role of structured data in job listings?

Structured data helps Google understand the content of job listings better, which can improve their ranking in search results. It includes information like job title, location, and salary.

What does the speaker suggest doing to compete with top-ranked job listings?

The speaker suggests using tools like SEMrush and SEOquake to analyze the top-ranked job listings, understand their keywords, and emulate their strategies to improve one's own job listings.

Outlines

00:00

🔍 Boosting Job Listings in Google Search

The speaker begins by introducing the topic of improving job listing rankings on Google. They emphasize the importance of understanding what people search for on Google, as it reflects their needs and thoughts. The speaker discusses how Google's changes to job postings affect visibility, mentioning the 'snack pack' feature that provides immediate, location-based results driven by user reviews. They explain the difference between paid ads and organic results, and the impact of Google's new job-specific features on job listing visibility. The speaker stresses the necessity of correct job posting formatting, including structured data such as addresses and job titles, to appear in Google's search results. They introduce a tool from Google that checks for errors in job listings, demonstrating its use with a dummy job post. The speaker concludes by highlighting the importance of including accurate location and salary information to improve job listing rankings.

05:04

📈 Analyzing Competitors for SEO Success

In the second paragraph, the speaker focuses on the strategy of analyzing competitors to improve one's own job listings' SEO. They suggest using SEMrush, a keyword analysis tool, to understand which terms are driving traffic to competitors' job postings. The speaker demonstrates how to use SEMrush to identify popular search terms and their search volumes, providing insights into what keywords can help boost job listings. They also mention the use of a Chrome extension called SEOquake to analyze a competitor's landing page, revealing the keywords that contribute to its high ranking. The speaker encourages thinking like an SEO consultant or a small business owner to optimize job postings for better visibility and traffic. The paragraph ends with a call to action for viewers to engage with the content and look forward to the next episode.

Keywords

💡Job Listings

Job listings refer to the advertisements or postings that describe job openings and provide information about the positions to potential candidates. In the video, the focus is on optimizing these listings to rank higher in Google search results, thereby increasing visibility and attracting more applicants. The script mentions strategies such as using the correct address and structured job titles to improve their ranking.

💡Google Search

Google Search is the process of looking for information on the internet using the Google search engine. The video discusses how understanding what people search for on Google can provide insights into their needs and how job listings can be optimized to appear higher in these search results. For instance, the script talks about how Google's algorithm considers location and user reviews to provide relevant job listings.

💡Snack Pack

The 'Snack Pack' is a term used in SEO to describe the top search results that Google displays, which are often rich results with additional information like reviews and ratings. In the context of the video, it is noted that Google has adapted this concept for job postings, showing immediate, relevant job information such as salary ranges and job locations.

💡Structured Data

Structured data is a way of formatting website content so that search engines can understand it more easily. It involves using specific schema markup to define the meaning and context of the data. The video script uses the example of a job listing, where having structured data like a job title, address, and salary can help the listing appear in Google's 'Snack Pack' for jobs.

💡SEO (Search Engine Optimization)

SEO is the practice of optimizing websites and content to rank higher in search engine results, thereby increasing organic (non-paid) traffic. The video provides tips on SEO for job listings, such as using the right keywords and structured data to improve their visibility on Google.

💡Keywords

Keywords are the words or phrases that people type into search engines when looking for something. In the video, the presenter discusses the importance of using the right keywords in job descriptions to attract the right candidates. It also mentions using tools like SEMrush to analyze keyword popularity and competition.

💡SEMrush

SEMrush is an online tool used for SEO and online marketing, offering services like keyword research, site audit, and competitor analysis. The video script shows how SEMrush can be used to analyze keywords related to job postings, providing insights into search volume and helping to optimize job listings for better visibility.

💡Competitor Analysis

Competitor analysis involves studying what your competitors are doing to succeed and using that information to improve your own strategies. In the video, the presenter suggests using SEMrush's 'SeoQuake' Chrome extension to analyze a competitor's job listing page, looking at the keywords and traffic to understand how they rank high in search results.

💡Traffic

In the context of the video, 'traffic' refers to the number of visitors to a website or job listing. The presenter emphasizes the importance of driving traffic to job listings by optimizing them for search engines, as more traffic can lead to a larger pool of applicants.

💡Schema Markup

Schema markup is a form of microdata that helps search engines understand the content of a web page. In the video, it is mentioned as a crucial element for job listings to be recognized correctly by Google's algorithm, which can then display the listing in the 'Snack Pack' with relevant information like job location and salary.

💡Search Engine Results Page (SERP)

SERP refers to the page displayed by a search engine in response to a query. The video discusses the different sections of a SERP, such as ads and organic results, and how job listings can be optimized to appear in these sections, especially in the 'Snack Pack' equivalent for jobs.

Highlights

Teaching how to get job listings ranked higher in Google

People's Google searches reveal their needs and thoughts

Google's changes in job postings' interaction with search

Introduction of the 'snack pack' in job search results

Importance of location and user reviews in job search results

The impact of Google's changes on job postings

The significance of structured data for job postings

How to use Google's tool to check job listings for errors

The necessity of correct address and structured job title

The importance of salary information in job postings

Using SEMrush for keyword analysis in job descriptions

The value of understanding competitor's SEO strategies

How to use SEMrush's Chrome extension, SEOquake

Analyzing competitor's landing pages for SEO insights

The role of keywords in job descriptions for SEO

Strategies to rank higher in job search results

The importance of thinking like an SEO consultant

Encouragement to engage with the content and ask questions

Transcripts

in this episode of everything recruiting

I'm going to teach you how to get your

job listings ranked higher in Google and

three steps let's get started what

people search in Google is a direct

insight into what they want and what

they're thinking

so then candidates also think

competition number two Google has made

some changes in the way job postings

interact with Google search you're

probably used to seeing what's called

here the snack pack in the SEO world and

this is Google's attempt to try to give

you relevant data that that you need

right at your fingertips so it knows

where I'm at it already knows my

location and it's gonna give me these

restaurants and this is mostly driven by

user reviews and so that is one thing so

now you've got your natural results here

or called organic results well recently

Google changed and came out with

something like this for job so if I was

looking for nursing jobs in Vegas and I

didn't really have to type in Vegas it

knows where I'm at it's good to

understand the search results page so

the top for our ads meaning anyone can

be here which I always suggest once

you've got your keywords go ahead and

spend a little money and get ranked here

until you get your search engine in your

postings right second is this here which

is the equivalent of that snack pack for

jobs so now Google says hey we're gonna

start giving people what they want we're

gonna start giving them whether it's

full time salary ranges and we're gonna

know that these jobs are in your area so

they're doing the same thing that the

snack pack did for shopping for jobs and

this had a huge impact and still does

have a huge impact because if you are

not posting your jobs correctly it will

not get here in other words if you're

not putting

if you don't have the right address if

you don't have a structured name a

structured job title Google is not gonna

like it

and you're gonna be missing out on a lot

of traffic so I'm gonna put a link here

in the post e because they've got a tool

here that will actually I'm gonna use

this link here I just posted this job

and I'm gonna use my site as a dummy

test so it's gonna it's gonna check this

link using the structured data test that

Google likes and it's got a check for

errors now I know it's gonna find some

errors because I left some things out

I've got four warnings this is just the

code of your page or your 80s page but

here I've got four warnings and it tells

me here it looks at my job description

and it tells me I don't have the correct

zip code I don't have a street address

and I don't have these salary

information so this is a real cool way

to check your own job listings right

this is just a no-brainer and you can

fix those by going into your 80s and

changing the the parameters in your job

okay so that's that's the second thing

now a third thing I want to cover is is

since a lot of us are sorcerer's and

we're always looking at keywords we

don't really think about the keywords

that we use in job descriptions so let's

go back to that nursing job in Vegas you

know should we put our end do we put a

nursing how do I get my company up here

up front because as you know if you know

but indeed owns this space and this is

what's made them this is their number

one secret sauce is indeed figured out

several years ago how to rank higher so

I want to show you a couple of SEO tools

that you can use one of them is SEM rush

this is a free account but you can do

some some keyword analysis

so I'm gonna go back here and give it D

sorry guys

I'm gonna go back here and give SEM rush

the same parameters that we did and

while that's queued up I'm gonna also

show you another competitor I put in

nursing jobs in Vegas and it tells me

how many individuals or I guess how many

times people are searching for that a

month so 720 times and it breaks it down

right here so nursing jobs Las Vegas is

being searched for in Las Vegas area or

United States 720 times compared to

nursing jobs Las Vegas new grad or

nursing jobs Las Vegas Nevada so that

gives you some really good insight here

as to what words are ranking to get your

job up here in the top part okay second

of all you can actually I would go to my

competitor right so if I want to be

number one eventually I would go to

whoever is there now and SEM SEM has a

chrome called se quake and I can

actually so this is the page the landing

page that was ranked number one and I

want to know a little bit about that so

I can start copying what they're doing

so here's the page I click on this

little bad boy and it gives me the

amount of traffic they're getting four

hundred and three million visits on this

one page and if I go to page info look

at this it gives me all those keywords

that's getting them ranked and it breaks

it down into all these words so if

you're a sorcerer you could appreciate

this but also if you are in charge of

getting more traffic to your your job

postings you can do a lot on your own by

thinking like a search engine

optimization consultant or thinking like

a small business and thinking I want to

get my jobs

listen up here so I hope that makes

sense I love this stuff and make some

comments and I'll see you in the next

episode thanks

[Music]