Employer Branding and SEO: Keyword Clusters for Career Pages

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Keyword clusters are playing an increasingly important role in SEO for career pages and are therefore also relevant in recruiting: How do they develop and how do you effectively use keyword clusters in HR marketing?

Employer Branding and SEO: Keyword Clusters for Career Pages Employer Branding and SEO: Keyword Clusters for Career Pages

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Keyword Clusters in SEO for Career Pages - create appropriate content


Keywords or keywords are the words that users type as search terms in search engines like Google or Bing. Based on these the success or failure of the web project. Finally they are relevant to whether a website is found on the World Wide Web.

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If the texts or contents there are optimized for the relevant keyword groups, the so-called keyword clusters, more visitors find their way onto the website and can become interested parties or paying customers. Search engine optimization and finding the right keywords is therefore a strategy that pays off. This strategy is becoming increasingly relevant in HR and SEO for career pages.

These types of keywords are differentiated


There is no longer just one type of keyword. Depending on Target and use Different types of keywords are distinguished.

Depending on the search intent, these form the already mentioned keyword clusters. In terms of HR and career pages, it can cover a variety of search patterns, from pure information to specific information on specific items, to the completion of one Casting.

1. Generic keywords


You understand them general keywords and search termsthat many people are looking for on the web. They include words such as: shoes, pants, T-shirt and many others. But also job titles or job titles count here. Generic keywords have in common that they can not be derived from a specific target.

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The intention of generic keyword searches is very difficult to estimate. For example, if you enter "HR Manager" in the field of the search engine, you can search for job advertisements, the area of ​​responsibility, the required qualifications or the salary. Because of their general nature, generic keywords are also seen as the entry point to the conversion funnel. This is the decision or purchase process for a particular term.

2. Information-oriented keywords


This type of keyword is associated with a more precise search intention. They describe the targeted search for information, The goal behind the search query is to gather information about a specific topic. In the above example are information oriented keywords

  • HR Manager job ads
  • HR Manager tasks
  • HR Manager required qualifications
  • HR manager salary

In addition, the so-called W-questions are also among the information-oriented keywords. You can even create your own keyword cluster. In addition, they give useful clues, what information users are looking for and how a text can be built on a specific topic. This type of keyword serves to alert the user to their own offer. The goal is to get the user into their own conversion funnel and use their own offers at the end of the process.

3. Transactional keywords


As the name implies, the keywords of this keyword cluster are targeted to one Transaction or conversion from. A conversion does not necessarily have to be a classic purchase. Sending a contact form or application documents can also be a conversion.

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In the context of the above example, a transactional keyword would be HR "Manager Submit Application" or more specific "HR Manager Application Company XY". The user has already learned about this topic in this keyword cluster. The search intent is clearly geared to the transaction. The user is already inside the conversion funnel.

4. Navigation-oriented keywords


The user knows exactly what he is looking for and just wants to know how to get there. This keyword group serves as a kind of navigation aid, An example is "Application Portal Company XY".

5. Keyword clusters gain in importance


Keyword clusters are made up of different keywords, each one for the other corresponding topic and the corresponding search intention become. Since search engines have already grouped the individual search terms into phrases and thus formed sentence fragments, these are becoming increasingly important. The same applies if a user starts a search by voice command. The algorithms of the search engines try to recognize a connection from the word groups entered by voice or keyboard and tune the search result accordingly.

There are also keyword clusters the decision process or the conversion funnel from. The starting point is generic and information-oriented keywords. They alert the user to their own offer and provide users with the information they are looking for. In the next step of the decision-making process, transaction-oriented keywords play an important role. The user is already informed and is now looking to complete the transaction, purchase it, send a contact form or submit application documents. At all stages of this process, navigational keywords can guide the user to the right destination.

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Use keyword clusters for research


If the keywords match the topic and the search intent, it will become a keyword cluster. Anyone who takes the trouble to work out relevant and relevant keywords needs some time and effort for the research, but is rewarded with valuable traffic and visitors. First, the question is in the room: What interests the user around the topic and what he would like to know. In summary, how is his search intention, If this is answered with relevant content, it stays longer on its own website. This has positive effects on the user signals. This, among other things, uses Google to evaluate a website. Appropriate content and keyword clusters thus have a positive influence on the evaluation of the own website by search engines like Google.

In addition, the already mentioned W-questions are a good one in this point Starting point for topic research and structuring, If corresponding passages, questions or keywords are distinguished by structured data, Google uses these passages and displays them directly in the search as a so-called Featured Snippet. The idea behind clustering is simple: instead of optimizing content for a single keyword, you'll be using advanced and synonymous keywords at the same time. The more diverse the choice of words in content, the more relevant Google classifies the page and raises this higher.

Keyword clusters are clear


If keyword groups are used to create content, they can be easily tracked and at the same time they are sorted according to topics. With appropriate tools they can be monitored: At a glance you can see how visible is the corresponding theme of the web page in the network, For example, if you want to improve the position of your own website on Google for the keyword "HR Manager," it makes little sense to create specific content for "HR Manager Tasks" and "HR Manager Salary."

It makes more sense to create content in which these keywords are used as keyword clusters, ie: There are several keywords from the cluster in the content. This covers various search intentions within a text. Unfortunately, it's not enough just to put all the keywords together: they have to fit in their variations, complement each other and at the same time offer the customer something interesting. In addition, the text must be well structured and structured in order to fulfill the search intention of the user. A clear table of contents, appropriate headlines or jump labels within the text are very helpful here.

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Simply clusters using the silo method


The right keyword groups can be easily created: To a main keyword - in the above case the HR Manager - can derive more keywords. Covering the information-oriented or transaction-oriented keywords and thus located deeper in the conversion funnel. The Keyword groups belong together semantically and are recognized by Google as well.

The silo method works quite simply: At the top is the main keyword and in the level below the individual specific keywords. Also for these there may be other special keywords, which in turn are collected below and finally tagged in the content. The search engines evaluate which inputs users make and thus close the context.

The success is quickly visible


If you start looking at keyword clusters, you'll quickly realize that longer texts can easily accommodate more keywords from the keyword groups without the reader being annoyed by the multitude of keywords.

Even if a little practice is needed at the beginning, it often does not take long before the combination options are better utilized. The bigger the routine becomes in clustering, the easier it will be to optimize the content. Google rewards the effort with a significantly better ranking - and this in turn translates into higher traffic.

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  1. Hannes

    Good article! Clustering as a method has opened up completely new possibilities for me.

    • Simone Janson

      Thank you for your comment!

  2. Holger Prieske

    Holger Priske
    Since somehow the process is missing, how to approach the keywords - which are searched for. Google has, but will not publish them and the intention of the search is only implicitly derivable.

    So what's the use of knowing how to use keyword clusters if you do not know the keyword clusters?

    For search functions within the own website this is meaningful and logical, only that is again no SEO, because with "Search Enginge" usually not the self-operated search engine is meant

    • Simone Janson

      Hello Mr. Prieske,
      Thank you. But you can certainly research the keywords ...

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