SEO – the art of search engine optimization ensures that a web page is displayed in the results when a user searches for a certain keyword or keyword phrase.
The major search engines have constantly evolving algorithms that dictate the order of the lists, and in order to be able to rank high there are some rules to follow.
Adopting an SEO strategy and choosing keywords for writing job advertisements is essential if you want to improve the positioning of professional opportunities on the web and obtain higher redemption in terms of applications.
The recruiter who has to write a job advertisement cannot today exempt himself from knowing the SEO logic, to improve the visibility of job opportunities to be published online.
SEO, acronym for Search Engine Optimization, encompasses all those activities that allow us to improve the positioning of an online content on search engines: just as marketing experts exploit the SEO potential to improve the indexing of the contents they manage, so even those involved in recruiting in the digital age must know and exploit the SEO levers to increase the visibility of job advertisements
Place a site on Google and other engines to make it more visible 
If we are asking Google to find all the results related to a keyword we can first see those that the engines have judged most relevant precisely in relation to the words we have asked them to search for.
The first result that the engines offer (after the advertisements, always connected in some way to our search) is obviously the best positioned one.
It is clear that, as search engines and habits have evolved, people expect that the first result offered contains all the information they were looking for.
So it is equally evident that the result that occupies the first position on search engines is, in general, the most clicked. But how do you achieve this important – and profitable! – location? With a series of practices that take the name of SEO “Search Engine Optimization”, or the optimization of a website and its contents so that the engine is able to evaluate them “worthy” of the first position.
The advantages of positioning on search engines
People tend to click more on the first result that the search engine returns.
And they do it because they have learned to trust the choices that search engines like Google make when they decide to rank a web page first.
This means that our site will be perceived as the best for that specific topic.
To give an example, if our company deals with “maintenance of green areas” and, for this search keyword, the company’s website is among the top positions, it will be perceived as one of the top exponents of the category.
Those who surf the net have learned for years to “trust” what the engines offer and this trust is transmitted to the sites that occupy the predominant positions within a results page. In other words, therefore, users who are looking for the service we offer will be more encouraged to click on our pages and to contact us.
So the fundamental advantages of a high ranking on search engines are two: greater visibility and a vast certificate of trust by web users.
THE KEYWORDS OR KEY WORDS
On what basis does Google match content and user? Definitely a strategic role plays the keywords, ie the keywords. Using and inserting the keywords in the appropriate places will allow the user to find our job advertisement more easily. Here is where the keywords should be positioned to optimize our offer:
In the page url In the title and subtitles (H1, H2, H3, etc …)
- In a bulleted list (choice appreciated by Google for indexing)
- In the introduction (at least in the first 100 words of the text)
- In the image, by optimizing the file name (for example “professional-opportunity-telephone-consultants.jpg”)
- In the first part of the individual sentences
- In the title-tags and meta-tag-description
THE GOLDEN RULES FOR AN SEO-FRIENDLY JOB ANNOUNCEMENT
- Take the time to choose the most appropriate keywords;
- Build the most effective title for your job posting using keywords;
- Enter the keywords in the subtitles, in the meta-titles and in the meta-description;
- Remember that words like “job”, “job posting”, “job offer and“ career opportunity ”are potential keywords to use;
- Use a bulleted list in the job posting;
- Check the keyword density in the job ad (at least 2-3%)
- Articulate the text of your job offer well, using an adequate number of words (no less than 300-400 words)
- Enter important information at the beginning and keywords at the beginning of the sentence
- Insert external links, for example to employer branding content, where candidates can collect other information about the company
- Make sure your job posting is easy to share!
But how do you position a site correctly?
First of all, a site must be designed to be usable and therefore must revolve around users.
The usability of a page is a critical factor, which can make the difference between a website visited and appreciated and one that is ignored.
The choice of menus, clarity in navigation and / or purchase operations, the structure of the pages are aspects of fundamental importance.
It must therefore be prepared and developed by referring to some specific technical characteristics (in this regard, a recent Google Update sheds light on some of them) and its contents must absolutely be written to be usable by readers.
So, to get the top positions on Google and keep them, you need to know how to write texts designed for the reader and at the same time use SEO copywriting techniques to ensure that they are optimized for search engines: SEO and quality content, in fact, are linked double thread and are both sides of the same coin.