Guide to Writing a Search Engine Optimised (SEO) Job Advert
Creating an SEO-friendly job advert ensures that your listing ranks higher on search engines like Google and s1jobs/jobs24, reaching more potential candidates. Follow these steps to optimise your job adverts:
1. Use a Clear and Specific Job Title
- Be Specific: Avoid creative titles like "Sales Guru" or "Customer Genie." Use widely-recognised titles like "Sales Manager" or "Digital Marketing Specialist."
- Include Keywords: Identify the primary keywords candidates search for, such as "Software Engineer" or "Content Writer."
- Avoid Job Title Questions: Don't ask questions like "Are you looking to move into sales?" , use job titles which describe the role, e.g. "Trainee Sales Executive"
- Try to avoid Using Company Level Codes: Using job grades e.g. Senior Grade 3 Maintenance Technician is best avoided unless its essential or well known within your industry. Use job titles such as "Maintenance Technician"
2. Incorporate Keywords Naturally
- Research Keywords: Use tools like Google Keyword Planner or job board searches to find relevant terms for your industry that a candidate may search for.
- Add Keywords in Key Sections:
Job Description: Mention important terms 2-3 times naturally in the description.
Job Location: Include the city or remote option, as location-based searches are common.
3. Repeat the Job Title in the Description
Repeating the job title throughout the job description improves your advert’s SEO by signalling relevance to search engines. However, you need to do this naturally to avoid keyword stuffing.
- Placement: Include the job title:
- In the opening paragraph. For example, "We are looking for a passionate Marketing Manager to join our team in Edinburgh."
- In the responsibilities section. For instance, "As the Marketing Manager, you will oversee digital campaigns and lead the marketing team."
- In the conclusion or call-to-action. E.g., "If you’re ready to take on the challenge of being our next Marketing Manager, apply today!"
- Natural Placement: Use the job title around 3-5 times, but always ensure it reads smoothly. Overuse can lead to a poor user experience and search engine penalties.
4. Write a Detailed Job Description
- Be Descriptive: Include the roles, responsibilities, required skills, qualifications, and experience.
- Bullet Points: Use bullet points to break down information for better readability.
- Keep it Engaging: Focus on the benefits of working at your company, such as perks, growth opportunities, and culture.
5. Include Location and Salary Information
- Optimise for Local Searches: If the role is location-based, mention the city, region, or remote option in the title and description.
- Add Salary Details: Where applicable, include salary ranges to improve transparency and attract more applicants.
6. Include a Clear Call-to-Action (CTA)
- Encourage Applications: End the job advert with a clear call-to-action like "Apply Now" or "Submit Your CV."
- Link to Application: Ensure the application process is easy to follow with a direct link.
7. Update Regularly
- Keep it Fresh: Regularly update job postings to maintain visibility on job boards and search engines.
- Refresh & Re-post: When you post the same job regularly ensure to keep the job description fresh by updating sections within the job description.
By following these SEO best practices, including repeating the job title naturally, you can improve your job advert's visibility, attract more qualified candidates, and ultimately fill the position faster.