Jobiqo Pulse: Mastering Ongoing SEO & Content Creation for Job Boards

Insights from Jobiqo Pulse with Simon Borum, Dajana Doskoc & Barbara Steinkeller

In the May 2025 edition of Jobiqo Pulse, SEO and content experts from Jobiqo and Studio ADDDD joined forces to present a comprehensive guide for job board operators looking to sustainably grow their organic traffic. Hosted by Barbara Steinkeller (COO, Jobiqo), presented by Simon Borum (Customer Success Analyst, Jobiqo) and Dajana Doskoc (CEO, Studio ADDDD), the session focused on two key areas: building a solid SEO foundation and crafting content that drives traffic and engagement.

🔍 Part 1: SEO Strategy, Monitoring & Goal Setting

This section focused on demystifying how Google views and ranks job boards, and how operators can optimize for visibility.

Why should you invest in Search Engine Optimization (SEO)?

Organic traffic drives ~20% of traffic across Jobiqo-powered sites. But with increasing competition and evolving algorithms, it’s not enough to “just be indexed.” The focus must shift to relevance, usefulness, and trustworthiness for your users to be found.

How Google works (and how to influence it)

Google crawls, indexes and ranks pages of your website. You can influence and optimize each of these three stages to a certain extent:

1. Crawling: Ensure fast, structured, and accessible content (via sitemaps, indexing API, internal linking).
   
2. Indexing: Improve with unique, high-quality content and readable, structured formats.
   
3. Ranking: Influence via EEAT (Experience, Expertise, Authoritativeness, Trustworthiness), Google4Jobs schema,  link-building, and job posting structure.
   

Sharpening your SEO strategy

Search engine optimization and content creation often seems to be complex and high effort. We recommend breaking it down in segments and defining actionable goals and metrics to track your progress.

1. Segment your site in meaningful ways (e.g. job search pages vs. blog vs. job postings).
   
2. Create specific SEO goals for each segment.
   
3. Use Google Search Console and Looker Studio to track impressions, clicks, CTR, and average position.
   
4. Focus on performance by content type and keyword dimension (short-tail vs. long-tail, branded vs. non-branded).

We shared some examples during the webinar for testing hypotheses in clearly defined segments:

• Increase long-tail keyword traffic to blog pages by 30%.
  
• Grow the share of traffic from job search pages to 25%.
  
• Improve job posting quality by setting content minimums and tracking impression/click ratios.

✍️ Part 2: Content Creation, Optimization & User Relevance

In the second half, Dajana Doskoc explored how content creation remains essential—even (and especially) in the era of AI-enhanced search. The key: start with user needs and search intent.

Why SEO & content go hand in hand

Good content isn’t just about keywords—it’s about matching user expectations, answering real questions, and providing value. Job boards must think of themselves not only as listing platforms but as content platforms for discovery.

Understand your dual audience

As a job board, you are speaking to two audiences: job seekers and employers. Both have their own needs and goals when using your platform:

• Job Seekers: Want clarity, confidence, and actionable help (e.g. CV tips, interview guides, salary info).
  
• Employers: Seek visibility and employer branding (e.g. company profiles, hiring insights).

Building your content ecosystem

You can cater to the needs of both audiences – just remind yourself why and how your content is relevant for their day-to-day work and life. Some formats and ideas are listed below:

• Blog articles: Seasonal + evergreen articles, industry trends, interviews.
  
• Landing pages: Optimized by job title + location, employment type, and company.
  
• Guides & tools: CV templates, salary calculators, downloadable assets.
  
• Content structure matters: Use scannable formats, keyword-rich headings, clear calls to action, internal crosslinks, and EEAT compliance.
  

Keyword strategy

For higher visibility, combine short-tail (broad) and long-tail (specific) keywords. Use tools like Ahrefs, Semrush, and GSC for keyword and competitor analysis, and balance search volume with intent. Think beyond listings—what else are job seekers and employers searching for?

Takeaways

High-quality, user-centered content is critical to building long-term visibility. SEO success is cumulative—it requires strategic planning, ongoing refinement, and a commitment to consistency.

 

➡️ Save our best practice examples and boost your SEO and content on your job board: