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Introduction

This page provides a report on the current state of the Search Engine Optimization (SEO) and Generative Engine Optimization (GEO) of the EURES portal.

Created by: Michael Kasarda
Version: 1.1
Date of audit: April 2026
Date last updated: 17 April 2026

Info

This report is a work in progress. Sections marked TO DO require further input, data access, or stakeholder alignment before they can be completed.

Contents

This report consists of the following chapters:

The purpose of the report

This report audits the SEO and GEO readiness of the EURES portal content. It assesses the content currently accessible on EURES against current SEO and GEO best practices, and identifies relevant keywords for each target audience group.

For each identified area of improvement, the report assigns two values:

  • Priority / urgency — how much impact this change is expected to have on search visibility and user experience.
  • Complexity / effort — how much development or editorial work is required to implement the change.

What is SEO and GEO and why is it important

Search Engine Optimization (SEO) is both a performance metric and a set of best practices that aims to improve a website's visibility, ranking, and discoverability in search engine results, such as Google.

Generative Engine Optimization (GEO) is a metric and a set of best practices focused on optimising content so it is accurately understood, selected, and cited in responses of AI-driven generative engines, such as ChatGPT or Google Gemini.

EURES has a high starting potential for good ranking as a source for search engine and generative engine responses, due to being hosted on europa.eu — a domain with high institutional authority and trustworthiness.

SEO and GEO:

  • Improve the site ranking and make it more likely to appear in search engine results.
  • Bring more organic (non-paid) visitors who are actively looking for EURES offers.
  • Improve the quality and relevance of the page's own internal search function.
  • Ensure proper technical functionality of the website.
  • Motivate the creation of new content that is genuinely useful for visitors.
  • Motivate frequent content updates, which also signals quality to search engines.
  • Incur no additional media cost compared to paid search, yet they can support the results of paid campaigns.

Note

The strategies that work for SEO and GEO almost always improve human readability and usability, too. SEO is not about tricking search engines — it is about making content clearer and more useful for real people.

Scope

This report covers the parts of EURES that the content team has direct access to via the EWPP content management system ("EWPP CMS").

In this version, the report covers the following pages:

Info

As I do not have yet access to the website analytics, I was not able to support the following findings with the usage data. My suggestion would be to in any case create a benchmark analytics report for future comparisons.

Info

For now, areas of improvement that would require significant changes to the EWPP requirement—such as modifying the website source code—were purpousefully left out. They may be included in the next version of the report, if requested.

Resources used

The following materials were considered in preparing this report:

  • The live EURES website (eures.europa.eu)
  • Websites of other agencies on the europa.eu domain
  • EU style guidelines
  • General SEO and GEO best practices

TO DO

  • Perform a thorough keyword analysis using a dedicated tool (e.g., Ahrefs, SEMrush, or Google Search Console) for each EURES target group.
  • Review community forums (Reddit r/expats, r/EuropeanUnion, Quora) for the real questions people ask about working in Europe — these are free keyword research insights.
  • Survey EURES Advisers about the most common questions they receive — these map directly to the highest-value content gaps.