Playbook · B2B software
SEO & AI search playbook for HR tech
HR people search for documents before they search for software. They need a job description, an offer letter, a leave policy or the notice period in a given country today, and the tool that helped them find it gets remembered when budget arrives.
That makes HR tech one of the few B2B categories where a template library can be the main acquisition engine. The catch is that many HR questions are about employment law, which changes by country and state, so accuracy and review dates matter more than volume.
Updated By the LaunchRanked team5 sources checked
Searches to plan around
Query patterns and the intent behind them. We don’t quote search volumes: check your own Search Console for the ones you already appear for.
“[role] job description template”
Task, right nowHiring managers want something to copy and edit. A page with a usable template and a note on what to adapt beats an essay about hiring.
“notice period in [country]”, “[leave type] rules [state]”
Compliance lookupAnswers differ by jurisdiction and change over time. Pages need a source and a reviewed date, or they turn into liabilities.
“how to run [performance review / onboarding] for remote team”
Process learningA how-to that ends with the checklist your product automates is a natural bridge to a trial.
“best HRIS for [company size]”, “[incumbent] alternatives”
ShortlistingBuyers filter by headcount and country coverage first. Say both plainly on your own pages.
“employer of record [country]”, “payroll in [country]”
ExpansionCommon for global payroll and EOR tools. Only publish pages for countries you actually cover.
Page families that work
Template library
/templates/job-descriptions/backend-engineer
Each template needs its own content: role-specific responsibilities, what to change for seniority, a downloadable file. A title swap on a generic template won't stay indexed.
Country or state guides
/guides/employment/germany
Only for jurisdictions you support, each with cited sources, the date it was last reviewed and who reviewed it.
HR glossary
/glossary/garden-leave
Short, accurate definitions that link to the template or guide where the term matters. Useful for assistants looking for a definition to quote.
Comparison pages
/compare/you-vs-incumbent
HR buyers compare coverage (countries, headcount limits, payroll support). Tables make that easy to check.
Risky page types
Every country × every topic
Pages for countries you don't serve, with text generated from a template, are thin at best and wrong at worst. Employment rules are the kind of topic where Google gives more weight to trust signals.
Job posting markup on pages that aren't job postings
Google's job posting guidelines say the markup belongs only on the page for a single job, not on templates or listing pages. Putting it on a job description template is a misuse.
Technical pitfalls
Template pages that are just a download gate
If the template text sits behind an email form, Google sees an empty page. Put the full template in the HTML and offer the file download as the extra.
Legal guides with no review date
Show who reviewed the guide and when. Update the date only when the content changes, and keep a short changelog so readers can see what moved.
Customer career pages on your domain
If you host careers pages for customers, decide whether they live on your domain. If they do, each job page needs correct markup and must be expired when the job closes, or Google may take manual action.
How AI assistants answer questions in this category
Assistants get a lot of HR questions that are really drafting jobs (“write a job description for a senior designer”) and answer those without citing anyone. The questions that do lead to citations are the factual ones: statutory leave, notice periods, payroll deadlines, and “which HR tool for a 50-person company in two countries”. For those, assistants with search pull pages that state the rule, the jurisdiction and a source.
What tends to earn a citation
- One jurisdiction per page, with the rule stated in the first paragraph and a link to the official source.
- A visible “last reviewed” date and a named reviewer, so the page can be trusted on a topic where mistakes hurt people.
- Coverage facts on your own site (countries, headcount limits, payroll support) in text an assistant can quote when it builds a shortlist.
Check whether the AI crawlers you want can reach your site with our AI crawler checker.
Where links come from
HR communities and associations
People-ops Slack groups, newsletters and local HR associations share good templates. Offer your library free, without a gate, and ask to be included in their resource lists.
Partner marketplaces
Payroll, ATS and HRIS tools run integration marketplaces. A listing there is relevant and brings in buyers already in the category.
SaaS directories
HR tools fit general SaaS directories and review sites, where buyers filter by company size.
Directory lists that fit HR tech
- SaaS directories
- Software review sites
- Startup directories
- Where to submit: B2B SaaS
- Where to submit: B2B software review sites
- All directories
Each directory is checked on its own site: price, link type and review process. We never sell links.
A 90-day plan
Days 1–30
Pick the lane
- List the 30 templates or guides your customers ask support for most.
- Decide which countries or states you can cover accurately and who reviews them.
- Set up Search Console and a simple review-date field in your CMS.
Days 31–60
Ship the first library
- Publish 15–20 templates with full text in the HTML and a real download.
- Publish guides for the jurisdictions you serve, each with official sources.
- Link every template to the product feature that automates it.
Days 61–90
Expand what works
- Check which templates get impressions and add related ones in that cluster.
- Add comparison pages for the two incumbents buyers mention on calls.
- Set a quarterly review for every legal guide.
What to watch in Search Console
The Performance report gives clicks, impressions, CTR and average position by query, page, country, device and date. Traffic from Google's AI features is counted there too, under the Web search type (Google).
- Impressions by template cluster
- Group template URLs by folder in the Performance report. Expand the clusters Google already shows, not the ones you guessed.
- Queries containing a country or state name
- Tells you which jurisdictions people expect you to cover, and where a guide is missing.
- Trial or signup starts from template pages
- Templates can pull a lot of traffic that never converts. Watch this in analytics to decide how far to expand the library.
Frequently asked questions
Can we use AI to write employment law guides?
You can use it to draft, but a person who knows that jurisdiction must check every claim against an official source before publishing. Google's guidance on AI content asks for accuracy, especially when content is generated automatically.
Should templates be gated behind an email?
Keep the full template readable on the page and offer the file or an editable copy as the extra. A gated page has nothing for Google to index.
Can we add JobPosting markup to our job description templates?
No. Google's guidelines limit it to pages for a single, real job opening. Templates are not job postings.
How many country pages should we publish?
Only for countries you support and can keep accurate. A smaller set of reviewed pages is safer than a large set nobody maintains.
Sources
Checked on September 23, 2026. Search patterns and page advice are our own judgement from running this playbook; we don’t quote search volumes or third-party statistics.