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What is SEO? Why’s it important?

Before using good SEO practices, most of our job traffic was from Indeed paid results. Today, most of our job traffic comes from Indeed organic traffic. (Hooray!)

Our goal is to drive the most job traffic from organic postings

Cost effective
Massive outreach opportunities/lead growth

How we write and promote open positions will be completely different based on recruitment matrix strategy

What is SEO?

Search Engine Optimization (SEO) is the process of improving the visibility/rank of a website in a search engine’s unpaid results listing – often referred to as “organic” results.

SEO is designed to increase both the quality and quantity of website traffic by understanding what people are searching for, which boosts your site’s ranking.

Search engines examples: Google, Yahoo, Bing, Indeed.

Why is SEO so important?

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SEO Checklist (The SEO 10)

Identify correct job title

Identify top key words�2-4 along with the job location

Identify your posting strategy�Guided by job matrix & promo strategies

Include a keyword rich introduction�Job Title, Employment Type, Location

Include a list(s) with bullet points

Job Responsibilities or Requirements

Use your keywords conversationally

Include specific title�Only specific information that denotes a unit or very specific shift type can be included.

Check keyword density�2-3% ratio

Check your word count

300 – 800

Refresh every 30 days

Remove internal acronym/speak. Focus on correct industry/market titles. Check seniority/speciality indicators.
What are the variety of words one would use to describe this job and its requirements? What would people be typing into Google to find this job? The 2–3 most clear AND universally known are your key words.
What is your stacking/posting/keyword strategy? (Is this an evergreen job? Are you revisiting because you can’t fill the role? Is this going to also be promoted?)
Simplify the title to something that is to-the-point, clear, and searchable. NO BONUS INFO.
Make sure to highlight the most important information first – don’t bury the lede!
Plug your keywords throughout your job description but make sure to not over-do it. It should sound like a human wrote it.
Most critical first. Include keywords where appropriate but this should be a statement of facts
Make it long enough to be thorough but short enough people will actually read it.
Highlight your keywords first – again, don’t bury the lede!
How is this performing? Do you need to repost? Do you need to try new keywords?

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Keyword Do’s and Don'ts

Think of the ideal candidate for the job, what they will be like, and what they will search for

Find any alternative/more specific job titles and use those as keywords

Always use location as a keyword, be specific

Check how your keywords are performing with Google Trends

DON’T

Make job titles too complex (Chief Creativity Officer, Happiness Manager, etc.)

Overuse keywords

Abbreviate job titles or other phrases

Overthink!

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Tips from Indeed

Job Titles:

Avoid job titles that read more like job descriptions
Avoid internal acronyms, reference numbers, and abbreviations
Never use exclamation points!!!!!!

Job Descriptions:

Should always answer the questions of:

What does this position entail?
What’s the company like?
Am I qualified for this job?

Give job seekers a sense of the organization’s style and culture
Specify education and certification requirements and desired years of experience

Salary Amounts and Numbers:

Always specify pay periods, and only use common ones (year, month, hour, day)
Include currency symbol
Separate decimals with a period, and no commas. Ex: 50000.50
Put a space before and after hyphens and slashes. Ex: $10 / hour, $10 - $15

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Write it for SEO!

URL: baptisthealth.com/careers/louisville/rnjobs/registerednurse-motherbaby-parttime

The location of keywords is essential – as it’s these locations that Google weighs keywords the most:

URL
In the Job Title (H1)
In the Intro
In the Sub-Headings (H2, H3...)
In Lists w/Bullet Points
Towards front of Sentence

Write for humans, optimize for Google.

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Job Description Template

Just as important as the keywords is the content:

Minimum of 300 words on the page, but not more than 800
Break up content with bullets, short paragraphs, no run-on sentences
Keep copy engaging, avoid “negative words” like “must, always, cannot, never, refuse, unable”, etc.

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Next Steps

Determine.

Review all current jobs/job descriptions

Select a few priority positions

Practice.

Practice following the SEO guidelines

Time yourself

Reach out if you need help

Rewrite.

Prioritize based on need

Include e-mail address

Establish a peer-to-peer review process

Publish.

Publish to ATS

Set reminders to review every 30 days