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Google Search Data Reveals Top Trending Careers

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Google Search Data Reveals Top Trending Careers


A report from Google looks into search data to discover what careers people are pursuing following a record number of resignations over the past year.

The report begins by highlighting that the “Great Resignation” isn’t limited to USA.

Based on searches for “how to leave your job,” the top countries participating in this movement include (in order):

  1. Philippines
  2. South Africa
  3. USA
  4. Australia
  5. UK

In an effort to learn what workers are planning to do next, Google analyzed searches around the phrase “how to become,” such as “how to become an SEO.”

Screenshot from trends.google.com, February 2022.

That’s just an example, as SEO isn’t among the top 10 career paths.

Though that may be good news for people currently in the field, as they won’t suddenly be competing with an influx of aspiring search professionals.

The top career paths people are turning to are more traditional, in fields such as real estate, skilled trades, and public services.

Here are some highlights from Google’s report.

Top 10 Jobs People Want According To Google Search Data

The most-searched “how to become” jobs — from January 2021-January 2022 — include:

  1. Real estate agent
  2. Flight attendant
  3. Notary
  4. Therapist
  5. Pilot
  6. Firefighter
  7. Personal trainer
  8. Psychiatrist
  9. Physical therapist
  10. Electrician

Digging deeper into the data, Google pulled out regional trends within the United States:

“People in the South and Midwest were interested in becoming a notary (with the exception of several Appalachian states). Large portions of the Northeast, Northern Midwest and Western U.S. were interested in real estate careers.

Notably, only two states’ most-searched jobs did not include notary, real estate agent, electrician or pilot: New Mexico, where people were most interested in becoming a flight attendant, and Montana, where people sought information about personal training over any other profession.”

In addition to analyzing data for “how to become” search queries, Google also looked at the training program people are searching for to advance their skills.

Top Trending Professional Certifications & Training Programs

These are the top trending professional certifications and training programs in the United States, based on search data from January 2021-January 2022:

  1. Google data analytics professional certificate
  2. NCMA certification
  3. Child development associate certification
  4. Eyelash technician training program
  5. Electrician training program
  6. Real estate training program
  7. Barber training program

SEO Tips For Employers

Are you seeking candidates for positions in any of these top trending fields?

You can make it easier for people to find opportunities by utilizing structured data for job postings.

Google Search Data Reveals Top Trending CareersScreenshot from blog.google/products/search, February 2022.

Can candidates apply for the job directly on your website?

If you offer a short a straightforward application process, you can make your job postings stand out even more.

In addition to the standard structured data for job postings, you can use a special type of markup specifically for postings that offer easy online applications.

Is the job remote? There’s specific structured data for that too.

Use job posting structured data with caution, however, because Google has strict rules around it.

For example, if you’re no longer seeking candidates for a position, then you have to remove the job posting markup or your site could get a penalty.


Source: Google

Featured Image: Screenshot from blog.google/products/search, February 2022. 





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Are Breadcrumbs A Google Ranking Factor?

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Are Breadcrumbs A Google Ranking Factor?

Google defines “breadcrumbs” as navigation that indicates the page’s position in the site hierarchy.

When you hear the term “breadcrumbs,” Hansel and Gretel might come to mind. In the old fairy tale, the main characters leave behind a trail of breadcrumbs to avoid getting lost in the forest.

Similarly, breadcrumbs are helpful for users as they drill down into your site hierarchy.

A website can display a “breadcrumb” trail of internal site navigation so that a user can easily find their way back through the website’s structure.

Screenshot from NASA.gov, June 2022Are Breadcrumbs A Google Ranking Factor?

So, we know that breadcrumbs are helpful for users and that Google always tells us to focus on the user experience. Does that mean breadcrumbs are a ranking factor?

[Deep Dive:] The Complete Guide To Google Ranking Factors

The Claim: Breadcrumbs As A Ranking Factor

In 2009 Google announced that search results would begin displaying site hierarchies.

This was an effort to show users the location (thus providing context) of a page on the website.

Below is an example of what Google search results looked like in 2009 before and after this monumental change.

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?Screenshot from search, Google, June 2022Are Breadcrumbs A Google Ranking Factor?

Given that Google is tight-lipped on what exactly ranking factors are (for a good reason), the search community relies on what is accessible to better understand how search works.

This includes a medley of what we can see in the search engine result pages, patents, official documentation, and what Google representatives say.

Google changed how search results were displayed and wrote, “By analyzing site breadcrumbs, we’ve been able to improve the search snippet for a small percentage of search results, and we hope to expand in the future.”

Search marketers listened and asked the question: Are breadcrumbs a ranking factor?

The Evidence: Breadcrumbs As A Ranking Factor

Search engines try to make sense of your website by analyzing how the text is organized into main topics and subtopics.

Breadcrumbs reinforce the hierarchical arrangement of pages on a website and how those pages are related.

Google developer docs explain that using breadcrumb markup in a webpage’s body helps categorize the information from the page in search results.

Because a webpage ranks for more than just one keyword, users often will arrive at a page from multiple different types of search queries.

Each of these unique search queries returns the same webpage. But, thanks to breadcrumb markup, the content can be categorized within the search query context.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

In January 2009, Google filed a U.S. Patent Application titled Visualizing Site Structure and Enabling Site Navigation for a Search Result or Linked Page.

The patent may suggest that Google could include breadcrumbs in search results even if a website doesn’t use them.

However, the patent also explains how this could make it easier for Google to understand a website’s structure and include that information in search results.

The patent has since been listed as “abandoned.” Could that be a clue that Google has abandoned using breadcrumbs in this fashion?

[Recommended Read:] Google Ranking Factors: Fact or Fiction

Breadcrumbs Pass Pagerank

In reply to a question on Twitter about breadcrumbs, Gary Illyes, Google webmaster trend analyst, said, “We like them. We treat them as normal links in, e.g., PageRank computation.”

Are Breadcrumbs A Google Ranking Factor?Screenshot from Twitter, June 2022Are Breadcrumbs A Google Ranking Factor?

PageRank (PR) is a link analysis algorithm used by Google to rank webpages in their search engine results.

While it doesn’t have as much impact as it used to, Google still uses PageRank, among many other factors, to rank results.

Google Search Console Warning

There is a Warning in GSC featured guides under breadcrumbs for manual actions against websites that misuse structured data guidelines.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

Most manual actions address attempts to manipulate Google’s search index.

If breadcrumb markup were not part of Google’s search index, it would not likely be at risk of manual actions for spammers abusing it.

Not only is Google serious about not wanting people to manipulate breadcrumbs, but they are also invested in website owners implementing breadcrumbs properly.

Check out Google Search Console’s tweet below, from September 2019.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Twitter, June 2022Are Breadcrumbs A Google Ranking Factor?

GSC updated its interface to show users where there were errors in search enhancements, including breadcrumbs.

That same weekend GSC started emailing accounts with breadcrumb structured data errors on their sites – and they’re still doing this three years later.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

If breadcrumbs were not important to Google, why would they spend time and resources to educate website owners on proper implementation and send notices when there were errors?

[Discover:] More Google Ranking Factor Insights

Our Verdict: Breadcrumbs Are Kind Of A Ranking Factor

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?

 

Breadcrumbs are inadvertently a ranking factor.

A ranking factor is a set of criteria that search engines use to evaluate web pages and put them in the order you see in search results.

Does Google use breadcrumbs to evaluate web pages?

Yes, Google documentation supports the theory that breadcrumbs are used to evaluate webpages.

And a representative confirmed that breadcrumbs are considered normal links in Google’s link analysis algorithm, PageRank.

The weight given to those links is unknown.

Does that mean that adding breadcrumb markup will propel your page to the top of search results or that you’re doomed to never reach page one by not having them?

Of course not; the Google algorithm is far too complex for that.


Featured Image: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]

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