The new SEO rules in the age of AI: How GPTs are changing the game for careers websites

Let’s be real—traditional SEO isn’t as effective as it used to be. Generative AI, led by GPTs such as ChatGPT, has completely changed how people search for information.  

Gone are the days when job seekers typed ‘marketing jobs London’ into a search bar. Now, they’re asking AI things like, ‘What’s it like to work in marketing at a company that supports remote work?’. The problem is, if your careers website isn’t answering these kinds of questions, you’re invisible. 

According to a recent survey by PwC, 40% of job seekers now rely on AI tools to aid in their job search, and this number is growing fast. Combine that with the fact that over 60% of searches are now conversational or question-based (per Google’s own data), and it’s clear: the way we attract talent online has shifted forever. 

This isn’t just an evolution, it’s a revolution—and it’s one you can’t afford to miss. In this blog, we explain how to reimagine your careers website content strategy for GPTs and make sure your brand doesn’t just survive this shift—but thrives in it. 

The new rules of search: Why GPTs are changing everything 

When job seekers ask questions, they don’t want to see a selection of broadly relevant keywords—they want answers. Real, detailed, honest answers—and GPTs are designed to give them exactly that.  

If your careers website content doesn’t align with this new, question-based approach, you risk being buried under competitors who get it. 

For example, a job seeker might ask: 

• ‘What’s the career progression like for software engineers at [Your Company]?’ 
• ‘Does [Your Company] support flexible working for parents?’ 
• ‘What’s the culture like at the London office of [Your Company]?’ 
• If you’re not creating content that answers these specific questions in detail, you won’t show up in AI-driven search results. Period. 

How to win: Align your content strategy with GPTs 

To stand out, you need to create content that directly answers the kinds of questions job seekers are asking. Here's how: 

1. Write to answer real queries, not for keywords 

Gone are the days of stuffing pages with generic keywords like ‘top marketing jobs’. Instead, craft content that answers specific, meaningful questions, such as: 

• ‘What’s it like to work as a marketing manager at [Your Company]?’ 
• ‘How does [Your Company] help employees develop new skills?’ 

Stat alert: Did you know that 70% of job seekers say they want employers to be transparent about career growth opportunities? (Source: LinkedIn Talent Trends Report) 

2. Prioritize high-value pages 

Focus your effort on the pages that matter most to job seekers, such as: 

• Job family pages: Highlight what each role entails, the types of personalities that thrive in this position, and how the role contributes to the company. 
• Team pages: Showcase team culture, achievements, and why it’s great group to be a part of. 
• Location pages: Include practical insights about office life, community involvement, and relocation support. 

Pro tip: Add ‘A Day in the Life’ sections to these high-value pages—it’s detailed content candidates love, and it helps GPTs deliver richer answers. 

3. Think like a human (because AI does) 

GPTs aren’t keyword robots. They process context, so your content needs to clearly outline exactly what each section is about. To do this easily and effectively, use conversational headings, such as: 

• ‘What does a day in the life of a software engineer at [Your Company] look like?’ 
• ‘How does [Your Company] support work-life balance?’ 

Start every section with clear, concise answers. Remember, GPTs are trained to prioritize clarity and relevance, so the simpler and more direct your content, the better. 

How Happydance makes this easy

Here’s the good news: you don’t have to do this alone. At Happydance, we’ve built tools to make this shift not just achievable, but simple.  

Our smart personalization tailors content to each visitor, ensuring they find answers relevant to their unique needs. The content grader helps you create pages optimized for GPT-readability, so your site is always AI-friendly. And our premium analytics dashboard gives you real-time insights into what’s working—and what’s not. 

Why this matters 

According to a study by SHRM, 78% of job seekers think the candidate experience reflects how much a company values its employees. If your careers website can’t meet their expectations during the search process, you’re sending the wrong message and could put them off applying for a role. 

So, here’s the question: Are you ready to adapt and thrive in the age of AI? Or will your careers website get lost in the noise? 

Stay ahead in the age of AI 

This shift isn’t going away—it’s accelerating. But with the right tools and strategies, you can stay ahead. Download our full ebook, ‘Optimizing your careers website for GPT visibility: The ultimate guide for talent acquisition leaders’, to learn how to future-proof your strategy and drive better results.