Getting your website ready for Google for Jobs is the perfect joint venture between HR and IT. If you work in one of both departments within an organization, make sure to connect with the right colleagues to increase your chance of success.
Google for Jobs is a rich snippet. This means that having the right structured data implemented on your website is critical for your job pages to appear in the Google for Jobs search result.
If you do not have the possibility to integrate job posting structured data on your website, you can still choose to post your job listing on a third-party job site that’s eligible for Google for Jobs. If you choose the right job board, your vacancy might still appear there too.
This should be a last resort though, since we noticed that Google prefers job postings from regular websites to postings from job boards. If your organization posts new job openings frequently, you’ll certainly benefit from investing in making your own jobs website Google-proof.
Here’s how you can do that.
Step 1: Make sure that Google can crawl your website
You can verify the crawlability of your website by checking if it is indexed in the search results by typing ‘site:thenameofyourwebsite.com’ in the Google search bar. If you don’t see any of your pages in Google, you will want to get that fixed before going on.
Additionally, check your robots.txt file to see if your site is not blocking bots.
Step 2: Add the required information to your job page
Before adding structured data markup to your job page, ensure that the following required information is appears on it:
- The publication date of the original job post
- The job title, for example: “Digital marketeer” or “Web developer”. This is not to be confused with the page title
- The full description of the job. Spend enough time making your job description search engine optimization (SEO) proof by using best practices. Treat your job page as any other page you’d like to rank high in the search results
- The name of the company that has the vacancy open
- The physical location where the employee will work, such as the business location, office, or worksite
- If your job posting has an expiration date you should mention the “valid through” date of the post
There are some additional recommended properties that you might want to add to your job page like salary and industry. They are not required for your page to appear in the enhanced search results, but adding as much relevant information as possible will help you rank higher and connect your listing to more job searchers.
Step 3: Add job posting structured data
Now that you’ve added the required information to your job page, it is time to get technical.
In order to rank in Google for Jobs, it’s important to add the according schema markup.
Google’s preferred structured data type is JSON-LD. Below you’ll find an example of a JSON-LD code which will get our job posting to appear in the Jobs widget:
Notice we are adding the job location too, as regionality is a big factor for Google to connect your listing with the searcher:
Adding the baseSalary property is not required, but we are adding it because it will unlock an extra comparison feature in the job search widget.
Five extra Google for Jobs optimization tips
Now that you know how to get your website up and running for Google for Jobs, it’ll be important to maximize the visibility of your job listings.
As with all aspects of ranking your business in Google Search, the goal is to be in the top three results. This is where your pages will get the most traffic and your business reaches high visibility.
As you can see, this is no different with Google for Jobs.
To help you reach these top three Google for Jobs results, here are some extra tips:
1. Make the job description SEO-proof
With Google for Jobs you are mainly judged on the quality of the vacancy text. Job posts are often overlooked when it comes to SEO, but applying SEO best practices to your job posting is just as important as optimizing any other page you want to rank high in the search results. Google is measuring the engagement metrics that users show on your job postings. Write captive and engaging content and make your job post easy to scan.
2. Maximize locality signals
The local aspect of job searches is very important. Job seekers often use location queries (for example: “digital marketing jobs Ghent”). Moreover, Google is using the user’s exact location to show job posts close to their location. Adding your full location in the job content, or even in the title, along with the schema markup ‘jobLocation’ will improve your job posting’s visibility.
3. Remove your job posting
This might seem odd and counter-intuitive, but removing your vacancy once it’s filled in is one of the most important yet overlooked elements in Google for Jobs optimization. Google explicitly states that when they come across a vacancy that is no longer open, this might result in a manual action (yes that is a Google penalty!). You can avoid this by adequately removing your page or adding a ‘validThrough’ property.
4. Debug errors in you structured data job postings
Detect inconsistencies in your page’s structured data by validating your code using the Structured Data Testing Tool and the Rich Result Test. Remember that what you add in your structured data, should also be visible on your page.
5. Unlock some cool features by adding extra details
Adding the field ‘employmentType’ will unlock an employment type batch.
If you add the base salary markup for the job, Google will use that to compare it with the industry average. Are you a well-paying employer? Be sure to add the range of monetary amount the job will pay.
Get ahead of the curve
Google for Jobs is transforming digital recruitment, and it’s one of the biggest advancements in the recruiting industry. As a business and job website you have the opportunity to get discovered in Google’s job search experience attracting more, and motivated applicants. Even if Google for Jobs isn’t available in your country yet, it is a good idea to prepare your website for the snippet. It gets you ahead of the curve, and sets you up for a big leap in your business’s digital recruitment development.