Leverage Keywords that Support Your Job Title in the Job Description

Published: June 8, 2021

Online job-related searches can really impact the success of a job listing. With over 300 million job searches occurring monthly on Google alone, which is about a third of all Google searches, the majority of job search activity occurs online. However, getting a job posting in front of the right candidates can be a challenge for employers. For the job posting to be relevant to search engines, the best keyword phrases need to be utilized in both the job title and description.

Why the Right Keywords in the Job Description are Important

If you create a job description that you think is the perfect summary of the job you want to fill but only receive a few applicants, none of whom are qualified candidates for the position, the chances are good that the job description did not include keywords that targeted the best-suited job seekers.

Search engines only look for text, so a job description interspersed with relevant keywords is the best way to have the job posting appear in search results. Job titles are based on keywords so those that relate to the job seeker’s search will be shown first. The job description keywords should be used to support the job title. The goal when creating the posting should be: Will the job listing satisfy the intent of the job seeker if they search this phrase and land on my listing?

In addition to the job title, there should be 3-5 other related terms that are used in the job description that will increase the relevance of the posting to search engines. It is best to use the keywords sparingly because search engines will penalize you for re-using the same words.

What Information Should the Job Description Include?

Creating a job description that stands out from the crowd, yet accurately depicts the position is no easy feat. The information in the job description should be detailed enough that it answers the main questions that the job seeker might have about the position. Other than the job title and location, the job description should also include:

• Summary of the position and company
• List of job duties
• Required qualifications and skills
• Benefits and salary

Keywords should be worked into the description while still touching on all of these main points which will help job seekers determine if they are a fit for the job opening.

Tips for Creating a Searchable Job Description that Supports the Job Title

Research Keywords: There are many ways to search for keywords but choose the best words or phrases that are relevant to the position. A keyword research tool like Soolve can assist in determining the popularity of keywords. The best keywords are those that get a lot of searches but have low competition.

Be Specific: Keywords and phrases should be specific to the job opening in order to target the best pool of applicants. For example, instead of using a general term like Account Representative, the term Digital Advertising Account Representative is more specific. Use Industry Keywords: This is not the time for company-specific jargon. Instead, use keywords that are normal for the industry and that job seekers will understand. Don’t abbreviate titles as search engine’s algorithms rank non-abbreviations higher than abbreviations.

Keyword Density: Keyword density is the number of keywords divided by the total number of words in the description. The rule for keyword density for primary keywords should be between 2% and 3%. For secondary keywords, the keyword density should be between 1% and 2%.

Hyperlink Keywords: Using hyperlinks makes the job description more searchable. The hyperlink should link to the job description itself if possible. Hyperlinked keywords rank higher in search algorithms so if the page it is linked to also has the keyword, the job listing will appear higher in search engine listings.

The use of keywords in the job description can support the job title by getting it to the right target audience. Once the most effective job description has been created for your job opening, JobTarget can help position it so that the most qualified candidates see it.