In a recent post from, the Talent Buzz, Kris Rzepkowski, commented on why Google doesn’t just take over the aggregators.
In my opinion, there are a couple of big reasons Google isn’t in the game, and might not be any time soon:
1. There isn’t enough money in our sector to worry about it. Yes, there is money, but it might not be that high of a priority in the over all Search Marketing Industry.
2. Google can’t easily get the jobs out of the career sites, mostly due to the ATS systems. Most ATS systems have the job content, and that content is not optimized for the web.
3. This is the biggest myth in HR SEO, individual job postings will almost NEVER get enough significant job seeker traffic to make a hire.
This is for several reasons:
First of all, Google ranks pages primarily based on an algorithm that gives higher search engine rankings based on several factors, including the “authority” of the page, and several “on-page” optimization factors. One of the key criteria to “authority”, is the number of quality backlinks to that web page.
Individual job postings don’t have enough backlinks to be considered authorities, and therefore don’t get highly ranked in the search engines.
Another major factor is the number of candidates searching for that specific job posting on the web. Yes, there are over 100 Million “job” related searches performed each month on Google, but the number of searches for a “truck driver in los angeles”, may have only 20 searches in a month. Even if you did get all of the 20 searches to click on your web page, which isn’t likely, you still only had 20 people view the site. Then, you still have to get them to apply to the job… another issue.
A good HR SEO strategy uses Keyword Research to find the right keywords to optimize for, and then builds web pages that will bring in candidates based on the keywords that candidates are already using to find jobs.
In this model, the individual job postings are NOT the primary factors on the web pages, instead, the keywords uncovered in the research are.