Search engine optimisation (yep, that SEO thing again). Mysterious? A bit. Important? Definitely. It’s the not-so-secret sauce that helps your careers site show up when someone searches “marketing jobs in Bristol” or “best places to work in fintech.” And guess what? It’s not just about stuffing keywords into a page anymore.
Whether you’re managing a full-blown careers hub or just want your job postings to be easier to find, this blog will walk you through the basics (and some juicy extras) to boost your visibility, attract the right candidates, and outsmart the algorithms. Even the AI-powered ones. Let’s dive in.
Start with a reality check
Do a quick Google search for pretty much any job title. Who’s at the top? Indeed. LinkedIn. Job boards with million-dollar budgets and armies of SEO experts. But don’t be discouraged. You’re not trying to outrank Indeed. You’re trying to be the best result for the right candidate. Think niche, long-tail searches like “entry-level shoe design jobs in Manchester.” That’s where you can win.
Be mobile-first (because your candidates are)
More than half of your traffic will come from mobile devices. Google knows this, and it cares. A lot. If your site loads slowly or looks clunky on mobile, you’ll be penalised in rankings. So make sure your pages are slick, quick, and mobile-friendly. Start with Google’s PageSpeed Insights for a quick health check.
Speed = Experience = Better rankings
Speaking of speed, nobody wants to wait for your site to load. Candidates will disappear. Google will sulk. SEO will suffer. Compress those image files, cut out unnecessary code, and host on a decent server. According to research, nearly half of users expect pages to load in under two seconds. Make sure yours does.
Get on board with Google for Jobs
Want a shortcut to more job views? Make your job listings Google for Jobs friendly. That means using structured data (schema markup) so Google can read your job info and include it in its job search box. Clients who’ve done this have seen traffic spike by up to 60%. Free traffic. Real candidates. Want help? Well, we wrote a paper around this, so download a copy and ask your tech team to add the right tags. No brainer.
Write you job ads for humans (not robots)
It’s easy to just paste in a job description and call it a day. But resist! Write your job ads like you’re trying to excite someone about the opportunity (because you are). A human tone is better for both your audience and search engines. Google’s algorithms favour natural, readable content that sounds real, not robotic.
Ditch the funky job titles
We get it, “People Wizard” sounds fun. But no one is searching for it. If your job title doesn’t match what candidates are typing into Google, your listing won’t show up. Keep it clear and searchable: “HR Manager,” not “Culture Ninja.” By all means go bananas later on in the job description.
Think beyond the job title. Use keywords smartly
Start with the basics (job title, location), then think: what would someone actually type into Google? “Digital marketing job Leeds,” “remote graphic design role,” “graduate software engineer London.” Use those phrases in your headings, subheadings and meta descriptions to boost relevance.
Optimise for voice search
People don’t talk the same way they type. Instead of typing “accounting jobs,” they’ll say, “show me accounting jobs near me.” That’s voice search. And it’s rising fast. Add natural, question-based phrasing to your copy and FAQs, and make sure location details are crystal clear.
Make the most of images and videos
Don’t just chuck in any old stock photo. Name your images properly (e.g., data-analyst-team-london.jpg), and use alt text that describes what’s happening.
Bonus tip: Videos rock for SEO. They increase time on page and boost click-throughs. Think “day-in-the-life” clips, culture tours, or behind-the-scenes interviews.
FAQs: your secret SEO weapon
Remember how AI tools like ChatGPT are becoming a new kind of search engine? Well, guess what. They love FAQs. One founder added FAQ schema to a few pages and started appearing in ChatGPT answers within 48 hours. That’s lightning fast by SEO standards. Use FAQs to answer questions like:
- “What’s the interview process like at [company]?”
- “Can I apply for multiple roles?”
- “Do you offer remote jobs?”
Use structured data (FAQ schema) so both Google and AI tools can pick them up.
Share vacancies on your socials
Social shares don’t just drive traffic. They also influence search rankings. LinkedIn, Facebook, Twitter (X), and even TikTok can boost the visibility of your careers content. Encourage employees to share job openings and blog posts with their networks. It helps with reach and brand authenticity.
Build killer landing pages
Think of your site as a collection of landing pages, not just one homepage. Create dedicated pages for job categories, locations, or career paths (“Tech jobs in Glasgow,” “Early Careers at [Company]”). These focused pages help with both user experience and SEO.
Blogging isn’t dead
In fact, it’s more alive than ever. You’re reading this one for example! A good blog can answer candidate questions, boost keyword rankings, and drive traffic to your vacancies. Think “Top tips for interviewing at [Company],” or “5 reasons our grads love working here.” Bonus: link to relevant jobs at the bottom of every post.
AI is changing the game
Here’s what you need to know right now:
Search engines are smarter than ever. Google’s BERT and RankBrain updates mean that search engines understand context. It’s not just about keywords anymore. It’s about meaning. So your careers content should focus on the intent behind what people are searching. Tip: Don’t just optimise for “Careers at [Company]”. Try “How to apply for a job at [Company]” or “Is [Company] a good place to work?”
Personalised job recommendations. AI can dynamically tailor job suggestions based on browsing history or location. Use tools that personalise listings based on what the user has looked at before. This gives candidates a smoother experience and boosts your engagement.
AI-driven local SEO. Hiring in Manchester? Or for remote roles in Wales? AI now gives much more weight to local searches. Optimise your site for geo-specific queries like “customer support jobs in Birmingham.”
And here what to plan for in the near future
Chatbots for careers sites. Expect AI-powered chatbots to become standard. They answer candidate FAQs, guide people through applications, and even capture data in real time. This makes the experience faster, friendlier, and more efficient for job seekers.
SEO for AI search tools (Bing!) Tools like ChatGPT use Bing’s search index. So, if you’re only optimising for Google, you might be missing a chunk of AI-driven search traffic. Here’s how to show up in AI answers:
- Add FAQ schema (structured data).
- Focus on long-tail, high-intent keywords.
- Create topic clusters: blog posts, guides, and landing pages that all link together.
- Post on Reddit, Quora, and Medium (AI models love those sources).
- Monitor where your brand is being mentioned in AI tools like ChatGPT.
Ready to see how you measure up?
If you’re wondering how your current site stacks up, we’ve got you. Our Careers Website Audit benchmarks your site against best practices for content, structure, speed, mobile performance, and of course, SEO. We’ll tell you what’s working, what’s not, and where to improve. All within 48 hours. Want one? Just drop us a line and we’ll take it from there.
In short
You don’t need to be an SEO wizard to make big improvements. Think like your ideal candidate, write like a human, and keep the experience simple, fast, and relevant.With AI playing a bigger role in how people search, now’s the perfect time to experiment, tweak, and stand out.
For further information
If you feel that you’d like some help, support or even a little chat around your careers website and SEO, just drop me a line. After all, much of our best work has started with a cup of tea, a biscuit and a Zoom call.
