You could write the most thoughtful, equity-driven, culture-rich job description ever created but if no one sees it? It’s just beautiful noise in an empty room.
In 2025, 70% of job seekers start their search on Google not job boards. And the vast majority never go past page one. That means if your job post isn’t search-engine-optimized, you’re missing out on the talent you actually want.
Most companies still treat job ads like posters. But smart teams treat them like top-of-funnel marketing content with SEO baked in.
Keep reading to find out:
- How to make your JDs rank higher on Google
- How to write for humans and algorithms
- And how to attract the right applicants, not just more of them
So your roles get found by the people meant for them.
The Keyword Research No One Talks About
SEO doesn’t start with writing. It starts with listening. You need to know what your ideal candidates are typing into Google when they’re ready to switch jobs, explore growth, or find remote roles.
Start With Long-Tail Keywords
Instead of just “marketing manager,” aim for:
- “remote marketing manager jobs in Nigeria”
- “marketing lead roles in fintech Lagos”
- “entry-level social media jobs hybrid Toronto”
These phrases are more specific, less competitive, and better aligned with search intent meaning higher click-through and better-fit candidates.
Underrated Tools for Keyword Mining:
- Google Autocomplete: Type in your job title and see what pops up.
- People Also Ask section: A goldmine of real search behavior.
- Google Trends: Compare “growth marketing lead” vs “performance marketer” over time.
- AnswerThePublic: Get natural-language questions like “what’s the best remote job in Canada for junior devs?”
Look at competitor listings and see how their titles and tags are phrased. Then improve on them.
Crafting Job Titles and Meta Descriptions that Rank AND Convert
Your job title isn’t just for your site or HRMS it’s also your headline on Google. That’s what candidates see first. So treat it like a headline, not an internal code.
Rules for Writing SEO-Smart Job Titles:
- Keep it under 60 characters
- Use keywords people actually search for
- Avoid cute language like “growth hacker” unless it’s part of a known trend
- Add location or remote/hybrid tags (e.g., “Product Designer (Remote, Nigeria/Canada)”)
Meta Descriptions (a huge missed opportunity)
This little 155-character snippet below your link on Google? That’s your first pitch.
Instead of:
“We’re looking for a self-starter to join our team.”
Try:
“Join our remote-first design team building Afrocentric solutions. Open to candidates in Nigeria & Canada. Apply now.”
It gives:
- Purpose
- Location
- Culture
- A reason to click.
📎 Helpful Link: Moz’s Beginner Guide to Meta Descriptions
Optimizing URL and On-Page Structure for Visibility
Many companies bury their job posts deep within career portals or Applicant Tracking Systems (ATS) that aren’t crawlable by Google.
That’s an SEO red flag.
Fix It with Smart Structure:
- URLs: Use short, clean, keyword-infused URLs like
anutio.com/jobs/marketing-manager-remote-canada - Headers: Use clear H1 for job title, H2 for “Responsibilities,” “Who You Are,” “Why Join Us,” etc.
This helps both readers and search engines understand your structure. - Alt Text for Images: Yes, your job post banner or office pic should have descriptive alt text like
"Anutio team in Lagos coworking hub"— this makes your post discoverable in image search results too.
Schema tip: Use Google’s JobPosting Structured Data to enhance how your job appears in search (e.g., with salary, location, posting date).
Structured Data & Google for Jobs Integration
Here’s the secret sauce most companies ignore.
If your job listings don’t include structured data, they won’t appear in Google for Jobs — that prime real estate above all other search results.
What You Need:
Add JobPosting schema markup to your job page. This is a little bit of code that tells Google:
- Job title
- Posting and expiration date
- Location (or if it’s remote)
- Salary (yes, this helps CTR)
- Hiring organization
- Application URL
You don’t need a dev team to do this — tools like Merkle’s Schema Generator can help.
Google’s crawler prioritizes fresh listings — so update the job post every 5–7 days to stay visible.
Platform Strategy – Where You Post Matters (A Lot)
Your posting platform matters just as much as your JD content. Why? Domain authority.
High-Authority Job Boards:
They already rank high on Google, so listing here gives your JD a backlink boost and discoverability in organic search.
Don’t Ignore Niche Boards:
- Tech: Stack Overflow Jobs
- Nonprofits: Devex
- Remote: We Work Remotely
Include location-specific boards (e.g., Jobberman for Nigeria, Jobbank for Canada) to capture geo-targeted traffic and keywords.
Optimize for Mobile & Social Sharing
More than 65% of job seekers now browse and apply via their phones.
Mobile-First Tips:
- Use short paragraphs and bulleted lists (2–3 lines max).
- Avoid dense intros — get to the title, pay, location, and growth path quickly.
- Use clear CTA buttons: “Apply Now,” “See Team Culture,” etc.
Social Sharing Tips:
- Write “social headlines” for each JD (different from the H1): “We’re hiring our first Growth PM in Lagos (hybrid). Build fast. Learn faster.”
- Include a branded visual or office photo to boost shares.
- Add Twitter Cards and Open Graph tags to control how links appear when shared.
📎 Learn how to customize Twitter cards here.
Tracking What’s Working (and What’s Not)
You can’t improve what you don’t measure.
Track These KPIs:
- Impressions: Are people finding your job? (Check Google Search Console)
- CTR (Click-Through Rate): Is your headline driving clicks?
- Conversion Rate: Are visitors applying or bouncing?
- Time on Page: Do they actually read the listing?
Use tools like:
- UTM links to track traffic by platform
- Google Analytics Events for “Apply Now” clicks
- Hotjar or Microsoft Clarity to watch how candidates interact with your job page
If bounce rate is high, try rewriting your meta description or first 2 paragraphs — they’re probably not aligned with search intent.
Bonus: Use Video & Voice Search to Win the Future
Video Job Descriptions:
Video job posts get 800% more engagement than text-only listings.
Try a 60-second founder intro, or a team member describing “a day in the role.”
- Add closed captions + transcripts for SEO
- Host on YouTube (which ranks high on Google) and embed in your post
- Add schema for VideoObject and JobPosting
Voice Search:
More candidates are asking Siri or Google Assistant things like:
“What are the best remote marketing jobs in Canada right now?”
Use conversational phrasing in meta and headers:
“Looking for a role where you can work remotely in marketing? Here’s what we’ve got.”
Voice search = lower competition + higher intent = quality leads.
Treat Your Job Ads Like Landing Pages
Hiring isn’t just recruiting, it’s content marketing, SEO, CRO, and UX all in one.
When you optimize your job descriptions:
- You increase discoverability
- You attract better-aligned applicants
- You reduce time-to-hire and wasted interviews
In 2025, visibility is strategy.
