Resume SEO: How To Use Keywords For The Best Results

Keywords are specific words or short phrases that are used by a recruiter or hiring manager to source a qualified job candidate in a resume database. In the past, the popular keywords were verbs such as manage, coordinate, supervise, oversee, etc. While these keywords should be used in the description of your job duties, they are not used in resume database searches; rather, nouns or noun phrases are used for searching purposes. Software or certification are the most common keywords (e.g., PhotoShop, MCSE, BaseCamp, InDesign, Lotus Notes, A+, MatLab, PRO II etc.) A resume without keywords place strategically on it will either not become part of the search findings of a particular search or, if it does, will receive a lower ranking when compared to other resumes. In other words, a resume without keywords is virtually an invisible resume to the recruiter's attention.

The power of resume keywords is not a simple mathematical formula. In other words, the number of keywords is not the primary driver of resume database visibility. Packing a resume with tons of keywords will not necessarily get you better results than a resume with few keywords. Rather, it is how the keywords are (1) strategically placed within the resume and (2) how the resume and profile information is entered into the job board's candidate database which determines the ranking, visibility and type of recruiter response you receive. In addition, recruiters have become wise to the clever techniques that job candidates use to place keywords on their resumes. So, after a resume is selected by a recruiter, she will determine the depth of use of the keywords, which will influence if she passes your resume onto her client -- the employer.

Keywords that are placed within the job duty narratives or accomplishments section are more powerful than those keywords placed in a list at the top of a resume, typically in the summary of qualifications section. Recruiters know that anyone can find a list of keywords and put them on a resume. But it is the candidates who really use these keyword skills will place them deeper in the resume and demonstrate (1) how they used the keyword skills and (2) the hands-on results they obtained with these keyword skills. Of course, this is not a rule that says do not list your keyword skills in your career summary section. Rather, it is a guideline that demonstrates the depth and competence of those keyword skills.

Here are a few examples of how keyword skills were used in job duty narratives that demonstrate a depth of knowledge, skills and abilities:

• Chemical Engineer: Used PRO II, a process engineer simulation system, to design the cracking and quenching section process flow diagram and to run simulations.
• Information Technology: Initially, an Apache tomcat was used as web server, which led to the critical problem of large size documents not uploading properly. My solution was to change the web server from Apache tomcat to IIS webserver. Result: Uploads of single documents (1 Gb) are accomplished without issue. Project completed successfully under budget.
• Military: OPERATIONAL READINESS / LOGISTICS: Led the detachment on a 1,200-mile convoy in support of a joint mass casualty exercise without any incident. 

Placing keywords in a resume does not necessarily mean all you need to do is upload your resume to a job board and wait for the recruiter calls to roll in. Rather, the resume needs to be entered and the profile completed such that your keywords will be accessible during database searches.

The primary place for resume keywords is the "Resume Name" or "Job Title" field of the resume database. Do not name your resume by your legal name. Rather, use the job title followed by comma separated keyword skills. Some resume database give you up to 128 characters for naming or titling. Use all of them! Here's an example of how a Job Title field was entered such that it received many recruiter inquiries:

• Integrated Marketing Specialist with website project management, HTML, Illustrator, PhotoShop, Dreamweaver exp.

To get the best results from your resume's keywords, always think in terms of what the employer needs and how you can fulfill those needs. To accomplish this challenge, go back to the job ad. Read it a couple of times. Look for keywords. Use a yellow highlighter to note unique, detailed terms or short phrases. These are the important keyword skills the employer wants. Place the ones you possess on your resume at strategic points. For those you do not have, take a course to fill in your skill gaps.