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Google's Impact on Search Engine Optimisation for Jobs

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This presentation looks at understanding general SEO trends and the impact of Google in the jobs space.

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Google's Impact on Search Engine Optimisation for Jobs

  1. 1. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE’S IMPACT ON SEARCH ENGINE OPTIMISATION FOR JOBS. 12th July 2017
  2. 2. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. nathan.perrott@aia.co.uk linkedin.com/in/nathanperrott @Nathan_Perrott patrick.welch@aia.co.uk linkedin.com/in/welchpatr @PadraigWelch NATHAN PERROTT DIRECTOR OF DIGITAL STRATEGY PATRICK WELCH DIGITAL STRATEGIST
  3. 3. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. • General SEO trends update • Google in the jobs space • Q&A TODAY
  4. 4. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. WHAT IS SEARCH ENGINE OPTIMISATION? THE ART AND SCIENCE OF SURFACING YOUR BRAND’S CONTENT IN THE ORGANIC (NON-PAID) SEARCH ENGINE RESULTS.
  5. 5. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. THE ROLE OF SEARCH ENGINES IS TO PROVIDE ANSWERS TO USERS’ QUERIES.
  6. 6. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GENERAL SEO TRENDS
  7. 7. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES – END OF 10 RESULTS ON A PAGE
  8. 8. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES – END OF 10 RESULTS ON A PAGE
  9. 9. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES – NO MORE SIDE ADS/MORE SUBTLE ADS PREVIOUS TO 2016 SINCE 2016
  10. 10. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES - SNIPPETS
  11. 11. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES - SNIPPETS
  12. 12. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES - SNIPPETS
  13. 13. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE UPDATES - SNIPPETS
  14. 14. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. SEO ISN’T JUST ABOUT GOOGLE.
  15. 15. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. SEO ISN’T JUST ABOUT GOOGLE OK, this is Google.
  16. 16. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. LENGTH OF SEARCH QUERIES IN 2016 Source: https://www.statista.com
  17. 17. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. LENGTH OF SEARCH QUERIES IN 2016 Source: https://www.statista.com
  18. 18. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE & JOBS
  19. 19. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. 1. GOOGLE FOR JOBS What: Individual job listings Where: Google.com When: Now live in the US. Europe launch date: TBC. Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties.
  20. 20. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. 2. GOOGLE CLOUD JOBS API Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. What: Job search algorithm Where: Career sites When: Currently in Beta
  21. 21. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. 3. GOOGLE HIRE Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. What: Recruiter tools Where: Via licensed login When: Current experiment (Alpha testing)
  22. 22. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE FOR JOBS
  23. 23. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  24. 24. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  25. 25. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  26. 26. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  27. 27. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  28. 28. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  29. 29. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  30. 30. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  31. 31. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  32. 32. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
  33. 33. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. GOOGLE FOR JOBS
  34. 34. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. As part of their overall “Google for Jobs’ initiative, Google officially released new job search functionality through Google.com on 20th June 2017. Currently only available in the US, users may now see job listings directly within search results when they perform job-related searches on Google.com. • There are three jobs shown on the first page of the results, linking out to a deeper list. • Clicking on a job shows the job description (on Google itself), and often includes links to reviews on sites such as Glassdoor, Indeed, and Kununu. • The call to action takes the user to the job on the source that it was indexed from. • Not all searches return the ‘Jobs box’ – longer (more terms) and global searches often do not. JOB SEARCH ON GOOGLE: BASIC INFORMATION Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. WHAT IS IT?
  35. 35. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. SEARCH RESULT BREAKDOWN Title (from Schema markup) Organization (from Schema markup) datePosted (from Schema markup) Logo (matches Knowledge Graph logo) addressLocality, addressRegion (from Schema markup) EmploymentType (from Schema markup)
  36. 36. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. Before going live, Google partnered with a number of 3rd party job sites in order to ensure their release would be populated with a large quantity of jobs from a number of sources. • These sites include, but aren’t limited to, Glassdoor, LinkedIn, DirectEmployers, Monster, CareerBuilder, etc. Google also indexes jobs from other places across the web, including AIA’s TalentBrew, niche job sites, and more. At launch Google also released technical specifications for companies that would like to include their jobs within the ‘Google for Jobs’ search results. • AIA’s TalentBrew is fully compliant. • The exact algorithm used to rank the jobs is unknown. • Current results include a variety of different sources, dependent on the search query. • Early testing does not appear to show one specific destination consistently ranked above others. JOB SEARCH ON GOOGLE: BASIC INFORMATION HOW JOBS ARE INDEXED & RANKED Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties.
  37. 37. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. It’s too early to tell. The assumption across the industry is that by Google dedicating valuable real estate to individual jobs, the media landscape will change in terms of origin of traffic to jobs and ROI based on this new functionality. While this may be true, it is much too early to tell who will see a rise in effectiveness and who will see a drop. The jobs chosen by Google, and where they are chosen from, are varied with no clear apparent pattern. Google is very much still in a testing phase and their algorithm will likely change constantly as they fine-tune the technology. EFFECT ON JOB BOARDS & AGGREGATORS? Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. WHAT’S THE IMPACT? CareerBuilder Company Jobs Site Google PPC
  38. 38. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. Job boards (including LinkedIn, Glassdoor, and CareerBuilder) are currently appearing in the Google job search results; however there is no clear preferential treatment given to one over another. Indeed has clearly lost prime real estate on Google’s search results page, but they also have gained exposure via Reviews on the job description page of Google – and coupled with their additional channels for traffic driving, it is too early to quantify any effect. Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. JOB BOARDS & AGGREGATORS EFFECT ON JOB BOARDS & AGGREGATORS? Indeed CareerBuilder CareerBuilder GlassDoor
  39. 39. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. Like the job boards, the possible impact to SEO is not yet known. Keep in mind that the real estate now occupied by the Google search results was usually not owned by corporate sites prior to the Google launch (the job aggregators usually dominated the first several results). In addition, corporate sites still appear to rank for brand searches (sometimes even above the new Google Jobs box) and longer searches (more detailed searches with more terms). Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. IMPACT OF SEO ON CORPORATE SITES EMPLOYERS’ CAREERS / JOBS SITES PetSmart’s TalentBrew powered Career Site
  40. 40. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. • There is no cost from Google to appear in the search results. • PPC ads from Google are still available and can appear above the search results for specific keywords Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. COST COST & RECOMMENDATIONS Google PPC
  41. 41. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. • Allow data to dictate any shift in strategy. AIA can assist in measuring any shift in traffic origination – both for your company and in aggregate – to help guide future media buying decisions. • Ensure your jobs placed on your corporate site are compliant with documentation released by Google. If you are a TalentBrew customer, AIA has confirmed your jobs follow the required guidelines. • Consider allowing additional data points be placed on your jobs from your ATS. This includes, if you are not already adding, street address of the job, salary information, etc. Google will look at multiple signals when determining who to rank. Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. WHAT SHOULD YOU DO? RECOMMENDATIONS
  42. 42. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. • It is expected that Google will continue to refine their algorithm and experience over time. Change is expected. AIA will measure and identify you of trends and shifts in trends. • Google’s history has always been to do what is best for their users and providing the best content available to make their decision. Content and usability will win. Information in this presentation is considered proprietary and confidential. Not to be shared with outside parties. FINAL THOUGHTS COST & RECOMMENDATIONS
  43. 43. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. OUR EARLY FINDINGS
  44. 44. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. OUR EARLY FINDINGS 2 Large US Retailers, Year Over Year
  45. 45. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. OUR EARLY FINDINGS Large Delivery Company, YTD Restaurant Chain, YTD
  46. 46. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. SUMMARY
  47. 47. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. SUMMARY Ensure the structure of your vacancy pages adheres to Google’s current developer guidelines by deploying the relevant schemas. You may need to use a piece of middleware to help with indexation and optimisation of your jobs, particularly if using an older type of ATS. Measure traffic, applications and hires from job boards and organic search to see what impact this is having on your overall recruitment marketing channel effectiveness. 1 2 3
  48. 48. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. Attraction & Engagement, Brand Activation, Tracking & Optimisation. aia.co.uk Technology to optimise your candidate experience and job vacancies. TalentBrew.co.uk Insights & thought leadership on talent attraction & employer brand. EmployerBrand.com WANT TO STAY AHEAD OF THE CURVE?
  49. 49. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential. THANK YOU. If you have any questions about this presentation, or would like to discuss your talent attraction strategy, please email nathan.perrott@aia.co.uk or call +44 (0)20 3375 4137.

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