A practical guide to ensuring that your website and career site are fully optimised for Google so that you are getting the funnel of candidates that you deserve.

1. How to use Google effectively in the new age
of recruitment

2. OK we know the internet is still growing in
importance for recruiters and job hunters
Obviously there are lies, damn lies and statistics so*
84% of job hunters use the internet to find jobs
70% of job hunters submitted an application
online
61% researched companies
46% researched roles and industries
So reading between the lines on these stats people are net
savvy when it comes to finding a job – that means that
employers and recruiters need to be net savvy right
back.
* Source: 2008-09Australia Employment Search Report – Nielsen Online

3. 87% use classified sites
71% use the hiring
companies own site
62% use recruitment
agencies sites
25% use social networking
sites
So if job seekers are so net savvy how are they
finding the job of their dreams?
* Source: 2008-09Australia Employment Search Report – Nielsen Online

4. So how are job hunters getting to these sites in
the first place – they Google and lots!
Here is some interesting information
on searching for jobs*
• 8 times more job searches on Google a
month than unique browsers on Seek
• The level of job search traffic is growing
on Google
• Peoples searches are getting more
sophisticated (as people realise how to
use Google more effectively)
*These stats come courtesy of Google

5. The first page on Google is where it is at – after
that you’re an also ran
The research shows:
• 40% of the clicks following a Google search
go to the number 1 organically ranking
result
• About 12% go to the number 2 result
• About 10% goes to all the paid advertising
combined
Yet there is 10 times more money spent
on paid search engine marketing than
organic SEO optimisation!
Why? probably because paid advertising
is easy and understandable!
Below is a heat map showing where
people look on Google search results
– red is hot, blue cool

6. Take faith – search strings are getting longer so
your chances of page 1 results are higher
Seek 50% search for classified brands
Shell jobs
Jobs in Wellington
Sales manager
Jobs in marketing
34% search for locations
31% search for job titles
30% search for employer brands
26% search for industries
Here is what people are searching on jobs in Google
So if you’re
advertising on these
you’re covered
But how are you
tapping into all
these searches
*These stats come courtesy of Google

7. So we have produced a practical guide for
getting ahead on Google
Here’s what to do, some basic, some a little more rocket sciency
than others
1. Tell Google and the search engines what is
important about you
2. Get your jobs on your site
3. Populate the web with information
about your company and information
for people

8. 1. Show Google what’s important with meta
keywords, descriptions and more
Google and other search engines like well organised and easy to
understand content – wouldn’t you
So you need to:
1. Have title tags relevant to the content on
your pages
2. Have relevant meta keywords – these
are your classifications essentially
3. Write good meta descriptions – so
people understand why to click on
your site (they are your precise)
4. Show you are the author – not
some random web guy

9. 1. Show Google what’s important with meta
keywords, descriptions and more
It is easy to see what your site is doing around tags. In Internet
Explorer 8 just right click on your page and select ‘View Source’
And here is the SOURCE…
Make sure the source for
each page shows titles,
descriptions, keywords
and all are relevant

10. 1. Show Google what’s important with meta
keywords, descriptions and more
TITLE TAGS display at the top of the page on web browsers and are
also used to display what appears on Google – they are crucial
Title tag
Use words that
describe what you
do or need – like
“IT jobs”

11. 1. Show Google what’s important with meta
keywords, descriptions and more
META KEYWORDS are used to market and index your website to
Google and other big search engines:
• Have them on every page of your site
• Use words that are relevant to your requirements


12. 1. Show Google what’s important with meta
keywords, descriptions and more
Meta Descriptions display relevant information in search results
they are like your advert – what do yours say? Google yourself to
find out

Here are the results for a successful
New Zealand recruitment company
– not exactly great

13. 2. Get your jobs on your site – they are the
freshest content
So many recruiters and internal HR teams do not take the time to
put their jobs on their own sites – madness we say!
• Google search spiders love new content – jobs are new content – you
write ads for Seek and Trademe – so
put them on your site
• Link hot jobs and news to your home page
so it is constantly refreshing – its new content again
• Write your job titles so that they would be found
by Google – too many people use the same ads
on Seek as on their own sites. On Seek you
write to differentiate from the masses on
your site you write to be found on the web
SO  for “COMMERCIAL COST ACCOUNTANT”
AND  for “EXCITING BEANIE ROLE”

14. 2. Get your jobs on your site – they are the
freshest content
title Profession/industry locationtype
Make sure that
your jobs are
showing up in the
majority of search
types

15. 2. Get your jobs on your site – they are the
freshest content
THE INVISIBLE
JOBS:
Embedded i-
frames like Taleo
do not make
good SEO
content as they
are invisible to
search engines
Generic title with no SEO applied

16. 3. Populate the web with information about
your company
Having active social media site profiles can vastly help
your company as they:
• Present a consistent image to the world
• Help you connect with job seekers across a variety of
platforms
• Create good back links to your site (particularly where
they are linking to your content)

17. 3. Populate the web with information about
your company
Rip content out of your company and get it online
• Don’t be scared to make internal documents
external
• Get content out into the world – you might be
surprised what people like – it isn’t always what
you think

18. 3. Populate the web with information about
your company
Directory submission is important to generate traffic and links
back to your website - the more high ranking websites that have
you linked the better
• At a minimum link to DMOZ.org, yellow pages, NZ search and
finda
• Start blogging and linking your entries back to your site
• Good sites can have thousands of links

19. SOME MORE DO’S AND DON’TS FOR THE BABY
THAT IS YOUR WEBSITE

20. DO: make sure that people visit your site
regularly – better traffic better results
Are people easily re-
finding your website
Large margin for error on these methods
Bookmark
methods

21. DON’T: have a site where your URL is someone
else’s
The candidate might wonder who you are?
What happens if they
delete the end of the URL –
where do they end up (not
your site)

22. DO: get Google analytics installed on your site
so that you can track traffic
Google analytics tracks info on the people visiting your site showing:
• Visits – Displays the amount of visits that have come through on your site
• Bounce Rate (%) – Displays the amount of users who have left after seeing just 1 page. The lower the bounce rate, the
more content that is being read.
• Page Views – Displays the amount of page views, this is how many visitors have viewed each page. This isn’t the same as
Visits.
• Avg. Time on Site – Displays the average amount of time a user will spend browsing your website. The higher the better.
• Pages/Visit – Displays the average amount of pages that users go to when they visit your site.
• % New Visits – This displays the amount of new visitors to your site. The higher this is the better.
• Visitors Overview – This displays a graph that shows how many visitors you get throughout the week on a day-to-day
basis
• Map Overlay – This shows where the traffic is
coming from. You will mostly just see traffic
coming from New Zealand and a little bit
coming from overseas.
• Traffic Sources Overview – You can monitor
what medium you are getting traffic from.
It displays: Direct traffic, Search Engines
and Referring Sites.
• Content Overview – This displays the amount
of page views for each page that is
monitored by analytics.

23. DO CONTACT US IF YOU NEED CLARIFICATION
OR HELP WITH ANYTHING
Julianne Hughey Cambel Ferguson
julianne@jobx.co.nz cambel@jobx.co.nz
03 366 2397 03 366 2371