Job Title

I still seem to come across so many job descriptions on websites that appear to have been written for newspaper job ads. ‘Attractive’ headlines or calls to action may attract the eye in a newspaper, but the words are of no use to someone searching.

Make the job title simple and to the point.

• Use keywords that people might search for in the job title
• Don’t ‘waste’ words
• Describe – don’t ‘attract’
• Forget humour – keep it plain and businesslike
• Keep it to about one line (8 – 10 words, generally)

So – a good job title would be:
“Senior Mechanical Engineer for Rail Company in South Yorkshire, Permanent”

and a dreadful one would be:

“Are you a fast-mover who likes to keep on the rails?” … you get my point.  Think ‘keywords’ Which candidate would possibly be searching for a ‘fast mover’ etc etc.

Job Description

The description should always start with a brief summary paragraph. Think about having 30 seconds to get all the info possible across to a candidate. Use words they would use.

• Business area
• Role type
• Summary of tasks
• Level / seniority

Remember that the first 160 characters of opening paragraph is likely to be (or at least should be) the meta description.  This has keyword value in Google and other search engines, so get keywords in early.

Things you can use without ruining your SEO

• If you need to attract people to certain words, then use bold (or better, <strong> tags) – if needs be.  Search engines pay little or no attention to whether something is bold (depending on who you listen to) but the human eye can’t help but pick up on certain attractive words.
• Don’t be afraid of a bit of repetition – over-describe the role if needs be
• Qualifications can also be great keywords in some circumstances – list them in the job
• Use the word job.  It’s a job description.
• Location, location, location.  Say where it is.  People need to know.  They might be travelling to it.

… and things you shouldn’t use

• Precious few people search for ‘role’ or ‘vacancy’.  It’s a waste of a word in SEO terms. If you’re going to use it, use it sparingly.
• “My Client has an opening for” etc etc.  It’s obvious that they’re your client.  Waste of words.
• Humour, sarcasm etc.  Not good, waste of words, sets a bad tone.
• “Headline speak”  or “Questions” - Your site  is giving information out to people.  It’s plain patronising to says things like “Do you fancy a change of direction?” and it’s off-putting.

The template for a good job description

Job Title – round about ten words, keyword-rich

Introduction

• Describe role, location, employer-type, and anything else pertinent.
• Keywords in first 160 characters.

Full description

• about candidate requirements
• experience
• employer type
• job tasks
• area, hours of work, etc

Working details

• Conditions / pay
• Holidays if appropriate

‘About’ the application

• Closing date if appropriate
• Further contact info if appropriate
• Excluded applicants

Anything else about the job

• What will happen after application
• Other allowances if appropriate
• permanent or part time, etc
• Headline allowances, remuneration, and other attractive things in the package

I posted this earlier today on the Reverse Delta blog but thought it worth posting here… though I guess I’m preaching to the converted here if you’re reading a blog about Recruitment SEO!

Visually, your site needs to do the job well, and we must accept that one of the big tools in ‘grabbing’ people is animated, (usually Flash) graphics in some way. There’s no avoiding it… things that ‘move’ tend to work. (Within reason – we’ve all been to sites that are way, way too annoying before!).

The problem is, of course, that Flash is effectively a graphical interface – the words or messages in Flash are not indexed by Google or any search engines. They’re ‘empty’ words as far as SEO goes. So does that mean you should be avoiding Flash for your new recruitment website? Well… not really, but you do need to get the balance right.

As this article describes very well, there is a balance to be struck. On one extreme, you could go all out with Flash for that mega cool graphical interface, then try your best to optimise, or (at the other end of the spectrum) go for a more traditional text website but throw in the odd smidgen of Flash to lift things.  The latter is a significantly better route for SEO if you can make your brand work around the concept of organic SEO.  There is a lot that can be done by small bits of dynamic, ‘moving’ content without going for a wholly flash-based solution.  If you do go down the flash route, prepare yourself for some pretty poor organic search traffic.

“We believe that if we can break those [cost barriers] down, it may stimulate an employer to hire now instead of waiting six months,” said Jason Kerr, founder of QuietAgent, the technology developer behind the website.

The site, (at UnitedWeWork.org), won’t compete directly with online job board giants CareerBuilder and Monster – job seekers don’t search and apply for specific positions; rather they complete a standard résumé. It’s an interesting experiment in the US where unemployment is currently 10%.

With so many big firms putting their weight behind the new board, it’ll be interesting to see the level to which (if at all) traditional job boards are hit in the US.

It’s so simple and there are a few sites / providers out there with vested interests giving people all manner of complex advice about how to automatically display your jobs on Twitter.

It’s so simple to do and I feel the overpowering urge to tell you how before someone else tells you a more complex way.

1. Get the URL of your jobs RSS feed no RSS feed? Get a new recruitment website!
2. Create the Twitter account that you want to use (five minutes’ job!) to display the jobs
3. Login to that Twitter account
4. Go to pingvine.com or twitterfeed.com and submit the RSS feed (i.e., paste it in), and authenticate it.
5. Bingo… one more channel to get your jobs to the world – using the world’s fastest-growing search engine – Twitter.

Oh… and don’t forget the bit that people so often miss out on… PRMOTE YOUR CHANNELS – make sure people know they can digest your content in whatever way suits them.

SEO is generally considered more ‘worthy’ by us SEO types. It’s doing something ‘healthy’ to the text elements of your website to help serve your users. But it’s good to remind ourselves from time to time that in some cases, paying more directly for those clicks through to your site is of equal or more value for money.

A recent study for NMA showed that 55% of companies surveyed intend to increase natural search budgets and just under half (45%) will up paid search investment this year as they look for measurable ROI in difficult economic times. The annual UK Search Engine Marketing Benchmark Report, which surveyed 800 client companies, agencies and search consultants, found large numbers were continuing to increase spend on organic search. 48% of them reported better returns on natural search (optimisation) campaigns and 43% claim greater ROI on paid search (pay-per-click).

Life of your investment

SEO is a better long-term investment.  Put simply, when the SEO person has gone away, finished what they’re doing – for a while or for good, then the work that they should have done on the site will still bring rewards int he longer term.  That’s the beauty of optimising for the organic rankings.

Is should come as no surprise tro you that if you pay for every click that comes through to your website, you can turn that on or off at the push of a button (or a few clicks on an account page).  This is good if PPC is not working for you, or if your circumstances change; if your recruitment business moves into or out of a certain sector.   But the benefits tend to stop the moment you press the ‘off’ button.

Immediate Returns

Inversely, when you need immediate returns; visitors to your site right now, then PPC is the obvious way to go.  For a brand new website there is no way (for most budgets) that anyone could get you right up there in Google for anything other than the most niche search terms.  Organic just takes time.  It’s about growth, which is one reason that it’s called organic!

The Long Tail… again

I keep going on about the long tail but I can’t over-egg this one.  If your site has lots of good textual content then you are more likely to capture ‘less frequent’ and more specific search terms.  Those terms are from searchers who generally know what they are looking for, and hence have a higher conversion rate.  Example: Someone searching for ‘Marketing Jobs’ is a candidate just browsing.  Someone typing “Marketing Account Manager Jobs in South London” into Google knows damn well what they’re looking for and is far more likely to take action when they get to your site.

There is not really a way of capturing Long Tail search through PPC alone – the two notions don’t work together.  For good Long Tail traffic you need good weighty relevant textual content.

There’s no substitute for good architecture

A short word about why SEO more is worthy in my opinion.  SEO gets you into good habits.  You become aware of a website that is easily spidered (crawled and ‘read’ by the search engines) and that it contains the (textual) content matching people’s expectations.  Whilst PPC can bring you traffic in for any keyword you want (if you’ve got the budget), it need not match those visitor expectations when they click through to it.  I could pay £20,000 per month to get traffic to this site for the phrase ‘iphone’ and expect a good click-through rate.  But the traffic would leave the site immediately once it got here.  A well SEO’d site should never really do that.  Content should match expectation.

Summary

So… just to put it into basic sound bites…

ORGANIC SEO

Pros

Long term investment

Capture “Long Tail” traffic

Forms good habits

Content matches visitor expectations

Cons

These things take time

Slow Return on Investment

Slower to adapt to change

PAY PER CLICK

Pros

Instant – so good for new sites

Adaptable

Easily cancelled / suspended

Top of the page

Need not match your content

Cons

Visitor expectations may not match content

Benefits end when the budget ends

Brings no long term benefit

Popular words can be VERY pricey.

As we all know (surely!) a link to your site is generally a very good thing.  A link with good anchor text is generally even better.  This is because Google et al will understand what is at the end of that link to be summarized by the context of the anchor text.  (“Click here for Marketing Jobs” is good “Click here for Marketing Jobs” is not)

So… lesson 1… it makes sense, if possible, when you’re leaving a comment on a blog, try to get a keyword into the ‘Name’ field… as this is the anchor text of the link to your site (see above). “But wait, Dave…” I hear… “Don’t all blogs use the “nofollow” attribute, meaning that any link I leave on a blog will be useless?”

Let me clear that one up.  “No, no, no, no, no… you’ve got it all wrong”. The table below will explain why, but to summarise it in simple terms: a link to your website is followed on blogs (by most search engines) as long as the page linking to (generally this would be your homepage) had previously been indexed by that search engine. In short, nofollows ARE followed. A link to your site is a vote. Use yours well.

Google insight was launched recently and is proving to be a great indicator of what people search for if you learn to use it wisely.

The graph shows how we can put the example in the opening paragraph to bed…  People search for jobs.

But it doesn’t end there… Google Insight gives you some massive powers to get under the search results. For example; you may want to target people in Leicester if it’s ‘Jobs in Retail’ search traffic you’re after, whereas more Brentford People search for “retail recruitment” (see below, taken from the ‘Download CVS option on the Google Insight search shown above.

Don’t get me wrong – no-one’s about to oust Google from the top spot, but search patterns show that when people find a site that delivers the content they’re after, they go to that site. I’ll give you an example.

I’m a cyclist, and love to spend all my hard-earned on things for bikes. At first, when I was getting used to shopping online, I went to Google and searched for what I was after. Simple pattern – people do it. But then, after a while, I found that only two websites from the Google results suited me – and they way I wanted to shop. Now, it’s very rare that I Google for bike stuff – I’ve been brought in to the brand by Wiggle and Chainreactioncycles. These are “my” new search engines. Job done for those two companies.

Back to recruitment… using that example. How many candidates search for “London Marketing Jobs” every week on Google? I’m not sure ( I wish I had that level of insight!) but what I do know is that all of the results on the first page are sites with their own job search engine… www.utalkmarketing.com – www.brandrepublic.com – www.regananddean.co.uk – www.marketingweek.co.uk – www.londonjobs.co.uk etc. You can probably see where I’m heading with this. The point is, when a candidate finds a site that delivers the search results that they want, will they move to that site’s brand and away from Google?

So what can we learn from this?

1. Let’s not get carried away – and remember that Google’s own guidelines on optimisation are healthy as standalone advice.  A good page structure and page meta are helpful in all sorts of ways – not just getting to the top in Google
2. Make sure your job search works well for people.  You’d be surprised how many internal site searches don’t deliver what people need or expect.
3. Use Aggregators.  It stands to reason that these services -
   1job.co.uk,
   trovit.co.uk,
   indeed.co.uk,
   workcircle.co.uk,
   indeed.co.uk
   … all carry lots of might – and candidates are more likely to use them as their job search engine
4. Be innovative.  Putting your jobs on Facebook?  Tweeting your jobs on Twitter?  Why not?  It’s minimal effort and these are two big search channels.
5. You may only get a few chances to grab that candidate in Google, so do keyword research and get some relevant jobs and other content on your site.

I have seen sites come up very high in the rankings with longer title tags, so I would venture to say that Google doesn’t give demerits for title tags longer than 68 characters, though I would be wary of creating title tags much longer than 80 or 90 characters.

My own Title tag basics for Recruitment websites:

1. Jobs pages:
   • Get the word ‘Job’ in early- that’s what the page is about, first and foremost.
   • Job Title
   • Location
   • Sector or Discipline
2. Avoid repetition like the plague.  There is good eveidence that Google will treat this as keyword spamming.  Essentially, it is!
3. Read Google’s own guidelines.   If your jobs site has good jobs on it for people searching in Google, then Google are also here to help your candidates find jobs on your site, believe it or not.