Enhance Media suggests Google may be considering an entry into recruitment
The search team at Enhance Media has questioned whether Google has prioritised its algorithm to test the water for an entry into recruitment.
It states that this shake-up in recruitment-related search engine results is around an increase in the search term ‘Jobs Near Me’. From the graph below it is possible to see that from the beginning of 2015, the number of searches for this particular term slowly started to rise, then experienced exponential growth during 2016.
Whilst the number of searches doesn’t necessarily effect the Google algorithm, Enhance Media states that is can’t have been the only company to notice the trend and it says that often increases in search terms are triggered by improvements in results, which is something Google has direct control over.
Also, recruitment is not alone. According to Google data from March 2016, search queries containing a location qualifier such as “nearby” or “near me” have doubled in the past year, with 80% of those searches coming from mobile devices. Whether or not Google is planning on entering the recruitment space, the increase in popularity of these search terms shows that localisation will be critical in SEO for recruitment.
Enhance Media states that companies need to ensure their jobs are appearing high in the search results for the locations where they are based. Not implementing local SEO will mean candidates find other jobs during their searches, even when they are specifically seeking your roles. Its search team recommends capitalising on the increase in ‘Jobs Near Me’ search terms by:
1. Implementing Job Posting Schema
2. Ensuring that every job listing is enhanced with this schema.
The benefits of doing these two things are:
1. Increased traffic: Job Schema is a clear way to differentiate job listings from the rest of the results served by search engines. When your listings have the added rich snippets features they will stand out on the search results page by displaying useful additional information. This will help to increase the clicks your search listings receive, increasing overall traffic to your site.
2. More relevant traffic: By adding extra information to the search result in Google you present the jobseeker with all the information they need at a glance. This will improve content relevancy which in turn means you will get better quality candidates to your careers site and job listings.
3. Increased brand influence: By being an early adopter of this feature, you visibly demonstrate to candidates you are dedicated to providing a valuable recruitment experience.