100 Million Job-Related Searches on Google in June!
For months (and years) I’ve wondered what the number of monthly
searches was for job-related keywords on Google. I always knew it
was a big number, but I was shocked to see it was over 100 million
searches just in June — with June being the “dog days” of recruiting
and job searching. The average month is more around 124 million
Historically, the search engines haven’t shared numbers on how
many specific keyword searches there were for targeted keywords, but
recently Google has changed its external keyword research tool to
show us the search numbers for the previous month and the average
number of searches for exact keywords. This helps to shed light on
exactly how much job- and career-related search activity is
happening monthly on Google.
Anyone can access this free tool at Google by typing in this URL
to view how many people are searching for jobs in your locations
and/or hiring need areas:
Some interesting facts, which you can validate using the tool above:
TOP CAREER AREAS: (Monthly)
Sales jobs - 2.2 million searches
Customer services jobs - 1 million searches
Administrative jobs - 823,000 searches
Accounting jobs - 673,000 searches
Human Resource jobs - 673,000 searches
Nursing jobs - 673,000 searches
Finance jobs - 368,000 searches
Legal jobs - 301,000 searches
TOP LOCATIONS: (Monthly)
Georgia jobs - 2.7 million searches
Illinois jobs - 2.2 million searches
Arizona jobs - 1.5 million searches
Massachusetts jobs - 1.5 million searches
Michigan jobs - 1.5 million searches
New Jersey jobs - 1.5 million
Jobs In Chicago - 823,000 searches
Dallas Jobs - 673,000 searches
San Diego jobs - 550,000 searches
After you play with this Google keyword
research tool, you’ll see how huge the opportunity is for employers
who optimize their career site and job content, so that you can
drive these Google users directly to your career site.
corporate career sites look very snazzy and are designed for employer
those efforts can in many cases hurt your chances at getting your career site optimized. By using
flash animations, pop up windows, pull down selections, and frames,
you could be making your site very cool for users to experience, but
at the same time making it so that nobody will find your cool site
to visit in the first place.
Try it yourself. Try to Google one of your own job titles and see
if you can find your job online.
Unfortunately, search engine optimization is a difficult game,
and it’s not helped by most of the ATS players out there, who never
built their platforms for marketing purposes, only to manage the
Most employers’ job content is hidden behind a keyword search
engine which is great for a candidate who knows what they’re looking
for. Google does not, and therefore won’t execute the keyword
search, thereby never seeing your job content.
Even if Google did find your job content online, in many cases
the basics of optimization aren’t followed by most ATS systems,
which means the job titles, locations, zip codes, and other
important content components aren’t put into the key areas of each
job (titles, headers, meta tags, filename, etc.), which would be
necessary to achieve any level of search engine placement. There are
dozens of other aspects to optimization that need to be executed in
addition to these, but we’ll save those for another day.
Another problem with getting your career site found by Google
(using job content only) is that jobs go on and off your career site
on a daily basis, which makes it difficult for you to get a higher
placement ranking with the search engines using job content which is
Employers would be better off developing “talent landing pages,”
which are job profiles for their key hiring need areas that stay
online constantly (whether you have open jobs in that category or
not), so that Google can always find that page, and that the content
within it holds your currently open jobs matching that job profile.
If you’re a smaller employer, then you might be able to do this
with HTML pages (talk to your webmaster) that you create and put
online for a few of your locations and job titles.
However, enterprise clients with hiring needs in multiple
locations and categories will need to seek an alternative. First,
try a solution that can interface with your ATS system and
automatically pull the open jobs into these pages. Second, the
solution will then route candidates back to your ATS system when
they want to apply.
This provides candidates with the best possible experience and
gets you highly placed in the search engine rankings on Google and
other search engines. (By the way, this is a similar strategy to how
job boards do their search engine marketing, but rarely do we see
employers using the same tactics in their interactive marketing).
In summary, innovative employers (or those looking to go beyond
using job boards to do online recruiting) will learn how to compete
for these candidates at their first search for jobs on Google, and
drive them directly to their career site using either search engine
optimization, or search engine marketing to cut recruiting costs
Now’s the time to get started. Fall is coming faster than you
think, and you’ll need to get started today in order to get on
Google’s first page of search results if you hope to be there by
September or October.