SEO for Job Postings: How to Get Your Open Roles in Front of the Right Candidates

In a competitive hiring landscape, simply posting a job opening isn’t enough. If your listing doesn’t show up in search results, whether on Google or within job boards like Indeed or LinkedIn, it might as well not exist. That’s where SEO for job postings comes in.

Search engine optimization (SEO) isn’t just for marketing teams anymore. By applying basic SEO principles to your job ads, you can dramatically increase visibility, attract more qualified candidates, and reduce time-to-hire.

Why SEO Matters in Recruitment

Today’s candidates start their job search the same way they shop, read news, or learn: on Google. According to LinkedIn, 73% of job seekers begin their job search with a search engine. That means your job postings need to be optimized for how and where people are searching.

Whether you're using an ATS, posting on your careers page, or advertising on third-party platforms, SEO can help amplify your reach and bring better-fit candidates to your doorstep.

1. Start with the Right Job Title

Search engines (and job seekers) rely heavily on job titles to understand the role. Resist the urge to get creative or branded — “Software Ninja” or “Customer Happiness Hero” won’t help your ranking.

Best Practices:

• Use common, searchable titles like “Marketing Manager” or “Data Analyst”

• Avoid jargon or internal terminology

• Keep it short (3–5 words max)

2. Include Keywords Naturally

Identify the keywords candidates are likely to search — and weave them into your posting without keyword stuffing.

Where to use keywords:

• In the job title (H1)

• In the first 100 words

• In section headers (H2/H3)

• In responsibilities, qualifications, and skills

Examples:

• If you're hiring for a “Full Stack Developer,” mention related skills like “React,” “Node.js,” and “AWS” if they’re part of the job.

3. Write a Clear, Compelling Meta Description

When a job post shows up in search results, the meta description is what users see underneath the title. Think of it as your ad copy.

Tips:

• Keep it under 160 characters

• Summarize the opportunity and location

• Use a call to action (“Apply today!” or “Join our growing team in Toronto.”)

4. Optimize for Google for Jobs

Google scrapes and displays job postings in a special “Google for Jobs” interface. To be eligible:

• Use structured data (JobPosting schema markup)

• Include required fields: title, location, date posted, job description, employment type

• Keep salary, location, and company name visible

If you're using a major ATS (like Workday, Lever, or Greenhouse), it may already support this — but double-check.

5. Make It Mobile-Friendly

More than 60% of job seekers search on mobile devices. Ensure:

• Your careers page is mobile-optimized

• Text is easy to read

• Application process is short and responsive

A clunky mobile experience can lead to high drop-off rates — even before they click “Apply.”

6. Link to Related Roles and Pages

Internal linking improves SEO and helps candidates discover more opportunities. For example:

• “Interested in similar roles? Check out our Sales openings.”

• Link to your About page, benefits, or culture blog

This also increases time on site and sends positive signals to search engines.

7. Refresh and Repost Strategically

Google favors fresh content. If a job has been open for a while:

• Update the posting date

• Add new content or details

• Repost after 30 days to improve visibility

Just avoid reposting too frequently — it can be seen as spammy.

8. Track and Improve

Use tools like:

• Google Search Console to monitor clicks and impressions

• Google Analytics to track job page behavior

• UTM parameters to see which channels drive the most traffic

Test variations in title, keywords, and layout to see what performs best.

Final Thoughts

Optimizing your job postings for search engines isn’t optional anymore — it’s a competitive advantage. By making just a few tweaks to your job titles, content, and page structure, you’ll increase your reach, attract better candidates, and ultimately fill roles faster.

The best part? It’s not just about algorithms — it’s about creating a better experience for the people you want to hire.