How to Write an SEO-Friendly Job Description?

By Alexandra Rumiantseva

Nowadays, recruiters, HRs, and talent acquisition experts have access to a wider pool of candidates in the job market than ever. But the internet is a lot like being in a crowded bar with everyone shouting at the same time. Trying to find that particular gem of an employee who fits perfectly into your organization can be more overwhelming than many think. 

It’s just so easy to get drowned in all the noise. But no need to throw in the towel! At least, not yet! Have you heard of SEO for job descriptions? Basically, a job description that applies search engine optimization principles will have better fighting chances compared to one created without any type of SEO. Sounds good? Then, keep reading, because, in this guide, we will explore why and how you should create an SEO optimized job description. 

SEO for Job Descriptions: Is Optimization Important for Recruitment?

Knowing how to incorporate SEO for job descriptions is crucial for any company that wants to find the right candidate. Today, at any time, you can go online and type in any job position. You will likely find tons of similar-looking postings, sometimes within the same location. 

As a recruiter, you know that you are in a race with other companies to find the best fit for your team. You need someone with the right education, experience, and values that align with your company's work culture. With a few strategic SEO tricks, you can:

• Reach a wider pool of qualified candidates. Your optimized job posting will be easy to find and will land on the first page of search results. You don’t have to be a detective to see what’s in it for you. More qualified people will be able to find it and reach out to you. 

• Get faster results. It can happen that regular recruitment ads that do not leverage SEO can take months to bring the results. But when your job posting is optimized, it usually gets filled faster. Why does it work? You are using targeted keywords that attract those looking for specific roles. And since time is money, the time saved (sometimes, weeks or even months) can also translate into your profits.

• Simplify the hiring process. This works for both the recruiters and applicants. You don’t have to wade through applications from mismatched people. At the same time, applicants are able to get the exact information they need. This makes it easier for everyone to have a better overall experience with the recruitment process.

4 Steps to SEO-Optimized Job Description: How Can the Right Candidates Find You?

Trying to find the employee of your dreams will require many skills from marketing to sales. Chances are that you always first draw up a plan that ensures your content will catch the attention of your target market. Why should your approach to creating job descriptions be any different? Exactly! There is no reason for that! So, why not follow a thought-out strategy for your recruiting then? Start with these simple steps:

#1 Use Keywords in Titles and Descriptions

Using keywords for job descriptions is a clever way to get qualified job seekers to your posting. To find the right keywords, you have to put yourself in the shoes of the person looking for that specific position. What words do you think they use while searching online? It’s always best to also use SEO software to get more accurate data on relevant keywords and terms, as well as related phrases. 

When you find some relevant keywords, take a simple Excel spreadsheet, which is one of the most affordable tools to keep track of the keywords you need for each job position. Then, make sure to: 

• Use the keywords in your job titles and description, but don't overdo (three to four in the entire listing is enough);

• Apply proper headers throughout your copy (H1, H2, H3). 

• Add relevant details in the title (“remote” or “on-site,” salary range, “part-time” or “full-time,” etc.). 

Source: Indeed

• Use bullets to highlight the most important details, like skills needed, benefits, working hours, rate/salary, etc. This way, it’s easy to scan through the text;

• Avoid abbreviations, especially the ones that you’re using inside the company only;

• Include the location in the job description, preferably right below the title. Search engines love it when you do this. If the position is remote, specify this. But you can still add the location of your HQ, for example.

#2 Be Specific With the List of Job Responsibilities

Source: ZipRecruiter

It may be a surprise, but not every applicant knows exactly what a specific role entails. Besides, every company can have different requirements for the same position. So, it’s best to clearly state what you expect from the employee. Potential candidates can also use this information to understand whether they’re a good fit and if they are interested at all. Imagine how much time a clear role description can save everyone. 

And one more thing – are you sure your text is not stuffed with industry jargon and company slang? Avoid that and be always straightforward and transparent. Plus, write the requirements as a list since this is a much more SEO-friendly format and looks better than a wall of text. If you are using an AI-driven applicant tracking system, you can automate most tasks like this. For example, writing SEO-compliant job descriptions, sending emails, scheduling interviews, etc.

#3 Make Use of Local SEO for Job Posting

There’s more to the use of SEO for job posting beyond just using the right keywords and making sure the content is properly formatted. If you have an onsite or hybrid position (i.e., the one that requires a weekly appearance or two at the office), then clearly, you will need to leverage local SEO. Thus, applicants from nearby locations will notice you. What else can you do?

• Add the specific location of the neighborhood in the body/description; who knows, the right talent might be just around the corner (literally).
• Structure all the information data so that both job seekers and search engines can understand what you mean easily. By applying all these recommendations, your job listing will pop up higher in search results (like in the image below).

 Source: Google

• Make sure your brand image has good quality, is compressed, and optimized with an alt text (if applicable).
• Link to other pages on your website or, if posting is on third-party sites, link to your website to enrich your backlink profile.

How does it help? All these things make sure that the job listing appears in local search results. Plus, backlinking positively impacts your domain authority and the overall SEO health of your site.

Besides, if you’re mostly using your own website for job posting, make sure your domain authority (DA) is high enough to rank well. To get there you might need to pay more attention to doing on-site (e.g., page speed, security, etc.) and off-site (e.g., guest posting, review platforms, etc.) SEO and using marketing techniques.

#4 Optimize Your Company’s Description

Source: Glassdoor

When do you think most candidates learn about you for the first time? Right, during the job hunt. To make them create a good impression about you, have a straightforward description on the career page or third-party recruitment site if you use one. You should explain to people who you are and what you do. Make them engaged by telling them about your core values and mission to help applicants understand what your company culture is all about. Including a sentence about your history won’t hurt either. 

Besides, to make sure search engines love your company description as well, add relevant keywords for your industry or niche. For example “data,” “data analysis,” and “business automation” for a business in the data analytics niche.

Conclusion

Using SEO for job posting and recruitment is the norm nowadays rather than the exception. Moreover, it is a necessity. It gives you more opportunities to attract better employees who can become a valuable part of your company. By using targeted keywords, optimized images, and SEO-friendly copy, your recruitment process will definitely become a more rewarding experience.

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