Error 1: Keyword-Stuffing
What worked for classic SEO in the 2000s is harmful for GEO. AI systems detect excessive keyword repetition and devalue the content. Better: Write naturally and precisely.
Error 2: Outdated information
If benefits from 2022 are still on the site, the AI downgrades the trustworthiness of the source. Update your careers page at least quarterly. Otherwise, you risk AI systems spreading outdated or incorrect information about you.
Error 3: Lack of structure
Deserts of text without headings are difficult for AI to evaluate. Structure clearly with H2, H3 and lists. AI systems are strongly based on the HTML structure.
Error 4: Outsourced application portals
If job offers can only be found on the careers page and not on the company’s main page, AI systems lack context. Many career sites are technically difficult to access because they are embedded in complex applicant management systems.
Error 5: Vague statements
“We offer attractive salaries” doesn’t help anyone. Better: “Starting salary from 55,000 euros, performance-related bonuses of up to 15 percent.” The more precise and concrete, the more quotable for AI.
Error 6: Lack of mobile optimization
Many AI requests come from mobile devices. Slow, non-responsive pages are rated lower by AI systems. The loading time should be less than two seconds.
Error 7: Playing SEO off against GEO
Both disciplines complement each other. If you do GEO but neglect SEO, you will lose organic traffic. GEO is not a replacement for SEO, but rather a supplement. The most successful companies operate both in parallel.
The core of all errors
AI systems prefer precise, structured, up-to-date information. Anyone who remains vague will not be quoted. Those who are specific have a good chance of being visible. This applies not only to GEO, but also to the human visitors to the career site. Concrete information creates trust – for applicants as well as for AI systems.
Sven Frost is responsible for HR tech, which includes the areas of digitalization, HR software, time and access, SAP and outsourcing. He also writes about recruiting and employer branding. He continues to be responsible for the editorial planning of various special human resources publications.
