Optimising for ‘Google for Jobs’VTurner
What is it?
Google recently launched their new Job search function in the US which will shake up the world of online recruitment and Search Engine Optimisation for recruitment.
When searching for a job, instead of Google showing normal organic listings or Paid ads first, now Google will present you with what it thinks are the best jobs for you and your search query. It is not yet live in the UK, however optimising for this upcoming update is a good idea if you are either a jobsite or you have multiple jobs in your careers section. Otherwise you will see your hard-earned ranking place pushed down the page by this new Google insert.
There will be filters on Google’s results page that include variables such as salary, full/part time and commute time. They have an advantage over other job boards in that they know where you are when searching for jobs by tracking your device IP location.
Google already delivers localised results, just search ‘engineering jobs near me’, and Google will show results near your current location. Now they will be able to deliver an insert showing local relevant jobs, meaning you don’t need to click to a website.
To optimise for this and to be included in Google’s database of jobs, there are various steps that you need to take (recommended directly by Google):
- Ensure that your job pages are not blocked by a robots.txt file or robots meta tags.
- Make sure that your host load settings allow for frequent crawls (i.e. not set to limited in Search Console).
- The interesting bit: Add Job Listing Structured Data to your job pages. This is how Google will understand the job posting. You can see that there’s the option to add a lot of detail when marking up your jobs. Filling out as many data variables as possible will mean that Google is more likely to be able to match your job with more searches. Google don’t want you to add structured data mark-up listing pages with multiple jobs, just the actual job posts themselves. Use the structured data test in Search Console to make sure code is added correctly.
- Submit sitemaps regularly to keep Google up to date on your open positions. It should include a <lastmod> date for each listing.
- Once the job is closed for applications, don’t annoy Google by letting it show your expired roles. The job needs to be hidden from Google either by removing it from your sitemap, removing the Job Listing Structured Data from the page, adding a noindex meta tag to the page, or by removing the page entirely.
Google say that you will soon be able to start measuring your Google for Jobs performance (clicks and impressions) via the Search Analytics report in Google Search Console.
In theory, this should be a positive update for job seekers who should be presented with more suitable job opportunities. Jobsites and recruitment websites – you need to make sure that you jump through Google’s hoops if you want your jobs to be picked up on results pages. If your jobs are also on job aggregators such as LinkedIn or Indeed, they could also appear via their feed.
Any jobsite or company posting job vacancies should ensure that they also prep their pages so that they can appear in Google for jobs, or else see their visits rapidly decline.
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