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JobCentral SEO Webinar
 

JobCentral SEO Webinar

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JobCentral SEO Webinar presented to DirectEmployers Association members on November 19, 2008 explaining the benefits of two new SEO products for promoting our member\'s jobs and career web sites.

JobCentral SEO Webinar presented to DirectEmployers Association members on November 19, 2008 explaining the benefits of two new SEO products for promoting our member\'s jobs and career web sites.

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    JobCentral SEO Webinar JobCentral SEO Webinar Presentation Transcript

    • Search Engine Optimization JobCentral Job Optimizer JobCentral Source Optimizer Rick Wehrle Director Product Development DirectEmployers Association
    • Mission Statement To provide a cost-effective national employment system that improves labor market efficiency and reflects our nation’s diverse workforce.
    • Rick Wehrle • Put OCC, the first Internet employment site, online in April 1993 • During tenure at Monster Worldwide – Worked on job search engine, related job titles, career advertising network, and SEO of Jobs.com – Managed Analytics team mining resumes, jobs, and applications for career paths and supply/demand • And now – Director Product Development for DirectEmployers Association
    • Outline • 3Rs of SEO – Real, Relevant, and Readable • JobCentral SEO Products – Job Optimizer – Source Optimizer • Closing thoughts – Metrics – 80/20
    • 3Rs of SEO • Real – Do the right thing  Be real • Relevant – Expose concepts to create context  Link well • Readable – Spiders do not search  They crawl
    • 3Rs of SEO: #3 Readable • Spiders do not search  They crawl – Follow technical best practices • Optimize structure of the HTML page (titles, headings, lists) – Browse by links are readable • Browse by pages reveal content behind job search form fields • Browse by occupation • Browse by location • Browse by occupation and location • Browse by location and occupation
    • 3Rs of SEO: #2 Relevant • Expose concepts to create context  Link well – Expose existing relationships and hierarchies • Location hierarchy: country  state  city • Related job titles: Sales Representative  Account Executive – Follow journalism best practices • Inverted pyramid  Important relevant information first • Use common terms and language, then repeat important concepts and phrases using synonyms and industry jargon • Avoid standalone acronyms and abbreviations
    • 3Rs of SEO: #1 Real • Do the right thing  Be real • Your jobs are real and relevant to the right candidates • Your branded domain is real and trusted • Clicks and Bounce Rate • Clicks: the Call-To-Action (CTA) of the page title and snippet, plus the brand trust and previous user experience of the URL will influence the number of clicks on the link in the search engine results page (SERP) • Bounce Rate: relevant content and user experience on the resulting landing page will influence whether or not the user stays or leaves
    • 3Rs of SEO: Which link would you click? • Which is more likely to have the treasure behind the door? – http://www.ibm.jobs/ – http://www.ibm.com/employment – http://www.ibm-jobs.com/ – http://jobs.ibm.com/ – http://ibm.jobs.com/ – http://www.jobcentral.com/e-IBM-jobs.asp – http://www.simplyhired.com/a/jobs/list/c-IBM – http://www.indeed.com/q-IBM-jobs.html – http://jobsearch.monster.com/IBM-Corporation/get-jobs-6.aspx – http://careerbuilder.com/Jobs/Company/C35HS63JFYJMQWZHFH/IBM-Jobs/ • Which links look more like SPAM? Which links do you trust? Which links are more likely to land on pages with banner ads of mortgage rate quote dancers?
    • 3Rs of SEO: Show Up, Then Impress • After getting onto the first page of search results, the next most important step is to be relevant and real, so that your jobs stay on the first page • Relevant – Call-To-Action (CTA) of the page title and snippet • Real – Users must be able to immediately trust the link – Brand name of the domain in the URL matters – Users are getting better at spotting fakes
    • JobCentral SEO Products • JobCentral Job Optimizer – SEO of member jobs on JobCentral • Automated build of browse jobs interface – Single facets: country, state, city, occupation – Facet combinations: occupation in city, occupation in state • Webmaster tools for sitemaps – Submitting new jobs daily to major search engines • Custom text in relevant areas – Page title, job title, words in path – Job reference (career vs opportunity vs job)
    • JobCentral SEO Products • JobCentral Source Optimizer – Members own branded domain (the source) • Example: jobs.brandeddomain.com – Benefit • Strategic – Compound trust and rank of branded domain • Tactical – Sitelinks push other results down – Multiple results on Search Engine Results Page
    • JobCentral SEO Products Sitelinks Multiple Results JobCentral Job Optimizer
    • 3,570 pages indexed Page titles and snippets are the same for every URL May be considered duplicate content by search engine spiders
    • 15,100 pages indexed Unique and descriptive page titles and snippets for every URL Call-to-action improved No duplicate content
    • Closing thoughts: Metrics JobCentral Organic Search Brand Keyword (Segment) Non-brand Keyword (Segment) Job Optimizer Nov 2008 Jan 2008 Launched Source: Google Analytics profile for JobCentral
    • Closing thoughts: Metrics Organic Upstream October 2008 Organic Paid Search Organic % Paid % of Site Upstream Upstream Upstream of Search Search 48% 1% 49% 98% 2% SimplyHired 29% 2% 32% 92% 8% Indeed 15% 2% 16% 90% 10% JobCentral 14% 3% 16% 82% 18% SnagAJob 14% 6% 19% 71% 29% Monster 13% 0% 13% 98% 2% CareerBuilder 11% 0% 12% 98% 2% HotJobs Sources: • Search Upstream from Hitwise Top Search Engines Clickstream report for month of October 2008 • Organic and Paid % of Search from Hitwise Paid Organic Breakdown Search Terms report for 4 weeks ending on November 1, 2008 • Organic and Paid Upstream calculated by multiplying Search Upstream by respective Organic and Paid % of Search
    • Closing thoughts: 80/20 Manual High Level of Effort Automated Low Return on Investment
    • Questions Rick Wehrle Director Product Development DirectEmployers Association rick@jobcentral.org http://www.linkedin.com/in/wehrle