SEO for job boards: Do you optimize for search or AI?

Earlier today, I was joined by a couple of dozen leaders of job boards a/k/a recruitment marketplaces from around the world. About half chose to be on-camera and the others off. This was the 10th Job Board Leaders’ Roundtable meeting, hosted by College Recruiter job search site.

Each month, we meet by Zoom to chat informally, share best practices, and ask questions. Today, we discussed the importance of search engine optimization (SEO), with a focus on adapting to Google’s frequent algorithm updates and the increasing number of candidates looking for information on large language models (LLMs) such as ChatGPT. We closed by acknowledging the challenges of relying solely on organic search traffic and next month’s topic: alternative monetization strategies.

A big thanks to Louise Triance and Louise Grant of Job Boards Connect for their support and fantastic, in-person, semi-annual events, the next of which is a week from today in London.

Meeting summary generated by Zoom

Quick recap

The team discussed the importance of Search Engine Optimization (SEO) in the current digital landscape, with a focus on adapting to Google’s frequent algorithm updates and the increasing number of ads. They also explored the impact of generative AI on their industry, with a particular emphasis on the potential for AI to provide personalized recommendations and the need to look ahead and predict where AI is heading. Lastly, they considered the challenges of relying solely on organic search traffic for job boards and the potential for alternative monetization strategies.

Next steps

• Louise to organize the Job Boards Connect conference and awards event in London next week.

• Louise to collect questions for Indeed from attendees for the opening panel at the Job Boards Connect conference.

• Job board owners to consider optimizing their sites for Bing SEO to improve visibility in AI search results.

• Job board owners to evaluate the impact of AI-powered search on their traffic and consider strategies to adapt.

• Job board owners to explore alternative monetization strategies beyond job postings and resume searches for the next meeting.

• Attendees to prepare for discussion on alternative monetization strategies at the next meeting in one month.

• Ben Groves to represent the group at the Job Boards Connect conference in London.

Summary

SEO and Job Boards Discussion

In the 10th episode of the Job Board Leaders Roundtable, Steven Rothberg, the founder of College Recruiter, Job Search Site, led the discussion. The meeting was sponsored by Job Boards Connect, with Louise Grant and Louise Triance in attendance. The main topic of discussion was Search Engine Optimization (SEO), with participants sharing their thoughts on its importance and potential changes in approach. Ethan Bloomfield, a guest on a previous podcast, emphasized the significance of SEO, particularly in the context of Chat GPT and other LLMs. He suggested that SEO and AIO should merge as a concept, as he observed a high percentage of referrals coming from Chat GPT. The conversation ended with a discussion on the potential for job boards to outperform Indeed in SEO, given their better user experience.

SEO Growth and Search Ranking

Matt emphasized the importance of focusing on good content for SEO growth and search ranking, as organic search remains significant and AI search is likely to use similar signposts. Steven agreed, noting that while Chat GPT is important, Google remains the dominant search engine. Ben suggested that Chat GPT traffic might be more considered and of higher quality than generic search traffic.

AI and SEO Query Strategies

Ken discussed the distinction between informational and transactional queries in the context of AI and SEO. He emphasized that informational queries, such as resume writing, are drying up, while transactional queries, like job applications, are still relevant. Ken also highlighted the importance of editorial content in establishing authority in a space and suggested that resources should be directed accordingly. Steven and Greg contributed to the discussion, with Steven suggesting that community building and user education could be areas of focus.

AI’s Impact on SEO Strategies

Ken discussed the challenges of adapting to the rise of AI and its impact on search engine optimization (SEO). He noted that while AI has significantly changed the landscape, traditional SEO strategies can still be effective. However, he emphasized that the limited resources of clients make it difficult to prioritize AI-specific strategies. Steven and Ethan agreed with Ken’s points, with Ethan suggesting that optimizing for SEO could be beneficial for AI training. The team also discussed the importance of community and discussion boards in attracting traffic.

SEO Adaptation in Digital Landscape

Mike discussed the importance of search engine optimization (SEO) in the current digital landscape, emphasizing the need to adapt to Google’s frequent algorithm updates and the increasing number of ads. He highlighted the significance of technical SEO and the need to focus on making websites visible despite these changes. Ethan shared his observation about the increasing trend of AI results in traffic data, suggesting that this trend will continue to shape how we think about SEO. Ken agreed with Ethan’s point, noting that the desire for these tools will be tempered when users realize their true purpose.

Generative AI’s Impact on Industry

Ken, Steven, Matt, and Ethan discussed the impact of generative AI on their industry. They agreed that while AI may not currently be a significant factor in their day-to-day operations, it could become a major player in the future. Matt suggested that the real risk is AI taking job seekers directly to employers’ pages, bypassing job boards. Ethan disagreed, arguing that the industry should follow the money and that AI could become a major competitor. He suggested that the industry should be proactive and not wait for others to make deals with AI platforms.

AI Systems in Job Searches

Jim discussed the challenges of using AI systems for job searches, emphasizing the need for users to experiment and understand how these systems work. He highlighted the importance of considering the quality of job listings and the potential for AI systems to be influenced by monetization strategies. Ken added that trust in AI systems is crucial, as users may not always want to rely on them for all tasks. The team agreed that the cyclical nature of the internet, with users seeking dedicated platforms for specific tasks, is a factor to consider in the development and use of AI systems.

Google vs Amazon: User Trust and Referral Traffic

Ken and Jim discussed the trust users have in Google and how it has changed over time. They also talked about how users might prefer to use Amazon for certain tasks, like shopping, over Google. Jim suggested that smaller models could be trained for niche sites, which could drive real referral traffic. Frank asked about the difference between optimizing for Bing and Google, and Ken and Steven suggested that while there may be slight differences, the main focus should be on building a site helpful to the user. Ethan emphasized the importance of Gen AI in his daily life and how he uses it for information and knowledge, rather than Google.

AI’s Future in Job Boards

Matt and Ken discussed the future of AI in the job board world, focusing on the potential for AI to provide personalized recommendations rather than just search results. They considered the possibility of AI playing a more active role in decision-making, such as suggesting job opportunities or travel options. Matt emphasized the need to look ahead and predict where AI is heading, rather than focusing on its current state. Ken added that the interface for AI could evolve, potentially becoming more integrated into daily life, such as through voice assistants.

AI’s Impact on Job Boards

Ken discusses the potential future of job boards and talent marketing in light of AI advancements. He suggests that while AI might change how job postings are distributed, there will likely always be a need for talent marketing. The group also considers the impact of free traffic from sources like Google on job board sustainability, with Steven proposing that many job boards rely on this “subsidy” to remain viable. Mike agrees and mentions the idea of forming a coalition of small niche job boards to collectively address traffic challenges.

Job Board Monetization Strategies

In the meeting, Ken discussed the challenges of relying solely on organic search traffic for job boards. He suggested that investing in brand awareness and PR could be a more sustainable strategy. Jim humorously proposed Ken starting a PR firm. Steven ended the conversation by expressing confidence in the industry’s adaptability and announced the next meeting’s topic: alternative monetization strategies.