How to Optimise Your Content for Google for Jobs

24 november 2020

In our most recent blog post about Google for Jobs, we focused on why you should use Google for Jobs and which technical changes you will need to make to be able to make use of Google for Jobs. Use our Vaqancies Google for Jobs guide to find out what information should be included in your job posts in order to rank in Google for Jobs -- including tips & tricks brought to you by our very own SEO specialist.

How to optimise for Google for Jobs?

Google uses more than 200 ranking factors to determine your position in the search results and Google’s algorithm determines the relevance of a vacancy for each search query and user. Since Google for Jobs uses a candidate-based approach, which we at Vaqancies applaud, there are several requirements to be taken into consideration for your vacancy to appear in the search results. It is necessary to include the following information:

  • Job title
  • Job description
  • Information about the organisation
  • Job location
  • Vacancy placement date

The ranking factors in Google for Jobs are related to how complete the job posting is, including a detailed role description, a salary bracket and the precise job location. Because Google knows that candidates do not apply for jobs that do not contain enough vital information, they will not rank your vacancy unless you provide the right information. Besides the standard information, Google also recommends that you include the following information in your vacancy:

  • Salary indication (min-max)
  • Fulltime or parttime employment
  • Vacancy ID: a unique vacancy number
  • Application deadline

When determining the job title and description, remember to speak the language of your candidates. Although your company culture and brand should reflect in the language you use, ask yourself which search terms a candidate would use to search for your vacancy. Instead of using vague terms such as ‘marketing guru’ or ‘SEO wizard’, use the more common ‘marketing manager’ instead. If you are not sure what vacancy terms would work best, Vaqancies recommends Google Trends, a great tool which can help you find the most searched for terms easily.

What other information is important?

Now that you have all the information on your vacancy page for Google to gather, you will need to send a signal to Google to access and retrieve information from your vacancy pages. Find out more about how to rank by using structured data in our previous blog post.

You may now have an attractive vacancy and branded career page that appears in the Google for Jobs search results. What you will see is that Google only shows a short introduction to the vacancy.

For this introduction, you should include your value proposition to attract candidates for the specific position at your company. You can do this by clearly stating your unique selling point to persuade viewers to click on your vacancy for more information. To read more about the importance of company culture and core values, visit our dedicated blog post.

Now that you have got the candidates attention, you want to be able to track the number of visits and applications of your job posts. To do this, link your website to Google Search Console to enable conversion-tracking of each job post and to debug any visibility problems. Additionally, connect Google Analytics to gather all this information and gain more insights into the performance of the job posts. Connecting and setting up these two tools will help you gain more insight into your organic traffic, for your job posts.

Vaqancies Tips & Tricks

Do not forget to think from the candidate’s perspective and use language accordingly. Include your value proposition to keep them engaged and let them know why they should work for you. Finally, to keep track of your hard work and performance, do not forget to use tools such as Google Search Console and Google Analytics. If you follow these tips and tricks, your job posts should be ranking better in no time.

Make sure you read our article on why you should use Google for Jobs and how to rank in order to be fully informed of all the requirements.

Further reading:

1. Why Use Google for Jobs & how to get your job posts ranking?
2. Find the perfect candidate by sharing your company culture, mission and vision
3. Vital information to include in your job description
4. 5 tips & tricks to improve your branded career page

Get Notified When We Launch...

And in the meantime, receive tips and tricks by signing up for our mailing list!

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.