The Key To Keywords: Be Easy To Find Not Easy To Forget


When writing your resume or LinkedIn profile to propel your career, you might be led to believe that keywords are the most important element or the key ingredient.

They are not. They are important, but not the most important element. They are like the crust for a cherry pie. You need the crust to hold it all together, but the most important part is the cherries. In this analogy, your value is the cherries.

I am not a foodie or food snob so I cannot get into the intricacies of pie crust. All I know is it cannot be too dry, too thick or too bland. It should enhance, not overtake or distract from, the pie filling.

The point of keywords is primarily to help you get found in a search. This is the easy to be found part. When they are forced into your profile or resume without purpose it makes you easy to forget.

The key to the perfect crust, or use of keywords, is the right blend of three things:

  1. Generic & Specific keywords
  2. Context
  3. Saturation

General and Specific Keywords

Do your due diligence before deciding on keywords. Research open positions, job descriptions, expectations and LinkedIn profiles of individuals in the role you desire. Leverage tools like to get a visual word cloud and take your own notes. If you are staying within the same industry or position, capitalize on your expertise to add words to that list.

Use acronyms if staying industry specific and expand the abbreviated form to cover any form of search criteria by the hiring organization for relevant keywords. Determine if there are acronyms that are not necessary to spell out.

For example, if I were writing my resume for my time in the financial industry, I would use both AML and Anti-Money Laundering within my resume. However, when detailing my licenses, I would simply write FINRA Series 7, 9, 10, 63, 65, 26, Life & Health, Property & Casualty and not spell out Financial Industry Regulatory Authority.

The case for general keywords is made for search purposes. When searching for a candidate, some searches are performed with a broader net of title or keywords and more selective of other categories to hone in on candidates. Others are performed with a specific title or set of keywords in mind.

For example, if looking for someone in sales, a recruiter may choose to use “Sales” instead of “Sales Representative” because any title with the word “Representative” would appear in their results. They can leverage other categories like location, years of experience and other factors to make a more robust, relevant list.

If your title is specific, for example Account Executive Northwest Territory you would want to use more general keywords in the description of your position to hit the keyword buttons. These might include account management, product development, business development, consultative sales, sales, sales cycle management, marketing, marketing management, analysis, channel or territory management.

Use a blend of generic and specific keywords to be found by any type of search performed.


It used to be when ATS (Applicant Tracking Systems) were first put into place they simply counted the number of times a specific word appeared within the resume. People got creative – they drowned their resume with those words, even using white font in the margins to bump up the numbers.

These systems are smarter today, they not only identify words, they can identify context. They can now tell the difference between performing a certain skill for six years and haven taken a class on this skill six years ago.

This is where context is important. If you leverage keywords naturally in demonstrating your value, they will appease both the computer ATS and the human eye that will read your resume next.

Use keywords to demonstrate.

This is how you will accomplish the not easy to forget part.

Your value is not your title or your job duties. No one cares what you were hired to do, they care what you did.

To communicate your value think about who you worked with, how you worked with them, what you did and how they benefited. Translate this to a bullet point interjecting keywords to elaborate and strengthen your story. Position your accomplishments around the keywords.

This is talking the talk to demonstrate you walked the walk.


You can overdo it with keywords. It will make your resume cumbersome and lacking direction. Your job is to demonstrate to the reader that you are the ideal candidate to solve their problem. Using a double crust will dilute the taste of the pie filling and be the center of attention instead of the cherries.

A long list of keywords without context is meaningless. It can communicate that you know the keywords but not the industry, position or value that you possess or is required.

My son played football, I spent years in the stands watching him and look forward to doing so again. Yet to this day I have no idea about positions, offense or defense strategies. I can throw out a boatload of football words but it does not mean that I can tell you if the team is running a man-to-man or zone defense.

Use keywords to enhance, not dilute, your message and value.

The purpose of keywords is twofold: to be found from a search and to demonstrate and support your value. Using the right keywords, in the right context in the right amount will accomplish both these goals.



As the Founder and Principle of Career Polish, Inc., a national career coaching and practice firm, I am an Executive Brand Strategist, Resume Writer and Career Coach. I work with individual clients, companies, leadership and teams to identify, strengthen and effectively communicate their brand, engagement, commitment and most importantly – their value – by learning and leveraging LinkedIn, resumes, networking, communication, relationship management, presence and influence.
I help people get from where they are in their jobs to where they want to be in their careers.

Click here – – to find out more about how we can help you.

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How & Where to Best Use Keywords for LinkedIn Profile SEO

LinkedIn Profile Keyword SEO

Optimizing a LinkedIn profile is critical for job seekers. But what if you are perfectly content in the position that you have, what is the benefit for you?

The benefit is the “what if”.

What if you were offered an opportunity to more of what you love, for more money, maybe in a desired part of the country? What if you were asked to serve as a consultant or expert on an intriguing project?

You may not be looking for these things, but wouldn’t it be nice if they came to you?

Recruiters are looking for the best talent, they do not limit themselves to only the truly available candidates – they look for passive candidates. They leverage LinkedIn because it can provide results quickly and effectively.

According to The Undercover Recruiter, 97% of all HR and staffing professionals are using LinkedIn in their recruiting efforts.

The question then becomes – how can I be found?


The right keywords in your profile, using them often and to your advantage.

What Are Keywords?

These are the words that are important in finding that which we search. If you are looking for a certain position, the words you use to search that are relevant for the position are keywords. They are buzzwords, jargon and industry language. It is how the industry or companies describe the job, profession or duties.

Keywords are critical in Search Engine Optimization to filter through search engines, social networks (LinkedIn) and applicant tracking systems (ATS) and resume databases.

Where Should Keywords Be Used?

The most effective sections in LinkedIn to use keywords are:

  • Headline
  • Summary
  • Job Titles in Experience
  • Experience
  • Recommendations
  • Skills

It has been suggested that extra weighting is given in LinkedIn search algorithm for keywords in the Headline, Experience Job Title and Skills sections.

Before we get to how to best use the keywords, let’s get a foundation of what they are and how to find them.

What Keywords Should Be Used?

The keywords that you use will depend upon your industry, job, experience, qualifications and where you want to go in that next level.

Keywords are also how you describe what you do.

In January of 2015, many articles published lists of the top 10 buzzwords for 2014, which was a variation of the following:

Motivated, Passionate, Creative, Extensive Experience, Responsible, Strategic, Track Record, Driven, Organized/Organizational, Effective, Expert, Innovative

Soon we will be getting the lists of what was overused in 2015. Although somewhat helpful, these lists tell you about the previous year, not forecasting for this year and what to use now.

I think there is a bit of subjectivity in the lists. If organizational is in your title or instrumental in the value you provide – use it. If you are a recognized expert, then say it. Yes, many people may overuse the term expert; however, if you demonstrate it in your context then you are perfectly fine using the word ‘expert’.

Determining the Right Keywords

There are several sources for mining effective keywords.

Talk It Out

You are a great resource that you might be discounting. Try this exercise – sit down in front of a computer and type out a conversation that you would have with someone unfamiliar with your job. Describe to them what you do and how you do it. Include people or groups that you work with and how you work with them.

From this ‘conversation’ you can mine several possibilities.

Search For That Job

Do a search on your own or previous job. Pay attention to titles, products, services, job responsibilities, certifications or degrees listed in the requirements or responsibilities.

Job boards are a great resource to mine for keywords. is a very robust job board and easy to navigate. It also has other tools on the website that can be helpful – more on that in a bit.

Scope Out Your Competition

Do a search on LinkedIn for those doing the job you are doing or the job you want to be doing and mine their profile.

The top searches will have certain items in common; pay attention to not only the words, but how they are used.

Power Your Research

Once you have blocks of text, now is the time to synchronize your research and condense it to the most effective keywords.

Copy and paste the text from your internal conversation, competition and job boards into a word cloud application. is a phenomenal site that takes the information you paste and creates a visual word cloud highlighting the most important and often used words.

Below is a screen shot of a word cloud from a project manager position found on

Get Geeky With It

You can take your search one step further on and see how certain keywords are trending.

Go to
– Type in the terms you want to compare; use quotes around the words and separate with a comma
– Click on Find Trends
– The graph will show historical information on how those words have been used in job postings, how they are trending and how popular they are recently.

Below is a screen shot comparing Information Technology with IT, as an example.

How to Use Those Keywords

Remember, these keywords are impactful in describing your brand and the value that you add to an organization, team and clients.


This prime real estate has 120 characters to benefit from – use it to your advantage. Go beyond your title and company and utilize keywords that make an impact for you, your brand and your value.

Instead of “Information Technology Director, ZBC Company

What about: “IT Director Leading Global Enterprise Growth Strategies – Improves Quality – Strengthens Productivity & Efficiencies

That packs a little more of a punch!

Summary & Experience

Use those keywords to tell not only what you do, but how you do it.

The summary is not the place to list your current job as a series of job duties; it should tell your story. Your experience section should follow suit – do not list a bullet point list of what you were hired to do; tell the reader what you did.

If you were involved in a Six Sigma project and it had an impact, let the reader know. Simply stating ‘Six’ Sigma is not enough. It is putting keywords into your profile, true, but it is not painting a picture.

Instead, try: “Instrumental in implementing Lean Six Sigma processes that significantly improved processes resulting in a 46% decrease in costs for xyz.”

Reflect back on the top LinkedIn profiles of your peers or of those holding the position you seek to get an idea of how to communicate your value.

Job Titles in Experience

Your job title must match up on your profile to what is used on your resume and what the company listed; however, you have 100 characters to expand on that to create a more complete, and impactful, picture.

Financial Analyst


Financial Analyst – Asset Management, Market Analysis, Trend Forecasting, Profit & Loss, Auditing

And that is 97 characters.


When requesting recommendations, forgo the boilerplate template that is provided and create a personalized message. Use keywords when asking for a recommendation to encourage the responder to do the same.

“Joe, as you and I worked together at KDI Company and you are familiar with my skills in trend forecasting, corporate auditing and asset management, I would greatly appreciate if you would write a recommendation for me that I could post on my LinkedIn profile.”

You have not only politely asked for a recommendation, you have given a road map of what you want to highlight!


Select from the skills provided by LinkedIn ones that best support you, your value and your brand.  Remember, the right key words in your skills section have been said to have extra weighting in the LinkedIn search algorithm.

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