Posted On Monday, February 8, 2021
Author: David Armitage (Technical Director)
As discussed in other parts of this series, building a website consisting of well structured, easy to navigate content based around focus keywords or phrases is an important cornerstone to any onsite SEO effort. Fortunately for recruiters, this aspect of SEO can be automated on a large scale, very easily, with minimal work, thanks to the nature of job boards.
One of the enormous advantages of having your recruitment website built by an industry specialist like us and not just a general website builder is that the site will come built in a way where, by properly integrating with your ATS, most of this content will be auto generated by the CMS (Content Management System) so that search engines can traverse, understand and index your website with ease.
Now imagine you are a Melbourne based, medical staff recruiter who services the whole state. You have a brand new website with an empty job board integrated with your ATS and you want to post a new job. For this example we’ll pretend we want to advertise a ‘Paediatric Speech Pathologist Job’ in Ballarat. We set the job category as ‘Pediatric’ and then input ‘Ballarat’ as the location before pushing to the website. The CMS will not only go and create the individual job posting page using the job title in the page title, but can also now create a listing page for ‘Pediatric Jobs in Victoria’, ‘Medical Jobs in Ballarat’, ‘Pediatric Jobs in Ballarat’, ‘Paediatric Speech Pathologist Jobs in Victoria’ and so on...
Job falls under more than one category as is often the case? Awesome, that just means more automatically generated, highly organised and easy to navigate content to impress search engines with!
So, through merely posting just one job from your ATS, a properly built website can automatically generate many listing pages, all with highly focused keywords that are super relevant to your agency and optimised in a way that search engines absolutely lap up.
This can all be set up and customised by the developer using a chosen format deemed to work best. Like the following examples…
<job title> | Jobs in <location>, Victoria | <company name>
<job category> Jobs in <location>, Victoria | <company name>
Of course, it is important to keep in mind the length limitations of the page title tag before it gets cut off on results pages when picking the formatting. While the GoogleBots can theoretically read an excessively long page title, it should always be written with the intent of a human reading it, as explained in our article about title and description optimisation. Do remember though, that this method of formatting automatically generated content can also be applied to your page description, which allows for considerable more characters.
This automation will not only deal with your metadata like page title and description but will also introduce heading tags and links into the content, containing your focus keywords. Further assisting search engines to understand, navigate and love your site.
Of course, there will be situations where it may be a good idea to manually add content. For example, you may want some further text added to the category pages so that you may reinforce your focus keywords and include secondary keywords and phrases. In a few cases, it may also be beneficial to manually write the description tag of a listing page. In this case, to save time if wanting both, it is definitely worth considering taking a snippet of your additional page text and using that for some or all of the description tag.
Now try to imagine if you wanted to reap the massive benefits of such a well structured website but were just using a standard WordPress or Wix set up. You would have to go and manually create and optimise all these listing pages before adding the job link to all the pages yourself. It would quickly become a lofty task to keep everything up to date and in order. Not a good or effective use of anyone’s (on the clock) time! If this is you, then don’t hesitate to give us a shout for some tips on how to better manage this.