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

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. 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. 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. 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. 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. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
GENERAL SEO TRENDS

7. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES – END OF 10 RESULTS ON A PAGE

8. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES – END OF 10 RESULTS ON A PAGE

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. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES - SNIPPETS

11. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES - SNIPPETS

12. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES - SNIPPETS

13. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
GOOGLE UPDATES - SNIPPETS

14. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
SEO ISN’T JUST ABOUT GOOGLE.

15. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
SEO ISN’T JUST ABOUT GOOGLE
OK, this is Google.

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. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
LENGTH OF SEARCH QUERIES IN 2016
Source: https://www.statista.com

18. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
GOOGLE & JOBS

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. 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. 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. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
GOOGLE FOR JOBS

23. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

24. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

25. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

26. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

27. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

28. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

29. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

30. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

31. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

32. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.

33. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
GOOGLE FOR JOBS

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. 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. 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. 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. 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. 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. 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. 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. 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. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
OUR EARLY FINDINGS

44. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
OUR EARLY FINDINGS
2 Large US Retailers, Year Over Year

45. BUILD YOUR TALENT Information in this presentation is considered proprietary and confidential.
OUR EARLY FINDINGS
Large Delivery Company, YTD Restaurant Chain, YTD

46. BUILD YOUR TALENT
Information in this presentation is considered proprietary and confidential.
SUMMARY

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. 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. 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.