SEO Strategy, Applying Keyword SEO to Your CV or ResumeJanuary 10, 2009parisReading time: You are undoubtedly qualified, but your resume sits in digital stack among hundreds, facing two critical hurdles before it can succeed in securing you an interview: first, the notorious database filter; next, the scrutinizing eyes of a bullet-and-keyword-scanning HR manager.Like optimizing a web page for competitive, page-one search engine ranking for a particular set of keywords, pushing your resume past the robots and the HR eyeballs and into the interview pile depends largely on how well the resumeâ€™s keyword phrases match those used in the desired job description.These all-important keywords fall into two broad groups: Keyword qualifiers will get your resume over the first, automated hurdleâ€”synonymous with ranking within the first 2-3 pages of a search engineâ€™s results, where it stands a low chance of discovery. But keyword differentiators catapult your CV onto the first page of results, significantly increasing your chances of winning the searcherâ€™s click and thus securing you a precious interview slot.Thankfully, the keyword research is already done for you; all the important keywords are present in the job description. Your challenge is to mine the keyword nuggets from the job description and weave them seamlessly into your resume.As and example, letâ€™s identify, segment and analyze keyword qualifiers and differentiators from the below job description for an SEO Product Manager:Key Areas of Responsibility:Generate and collect project ideasDefine product strategy for own products based on engagement with business stakeholders (predominantly the global SEO team)Manage a range of projects according to company strategy and business prioritiesPrioritize projects for developmentSupport the SEO team to institutionalize SEO knowledge and best practice throughout the business, especially Product and technology teams, through having external awareness and a passion for the areaCreate and verify business models to evaluate project business impactDevelop and validate global business requirements with colleagues in other parts of the business for the software development teamContribute to strategic planning as needed Successful candidates will have the ability to:Manage multiple projects from inception through completionCommunicate with multiple teams and different culturesOperate in a fast moving environmentQuickly adjust work to accommodate new business priorities (both within SEO and wider)Produce high quality business requirements documentationDeliver tangible results as a product manager, project manager and business analyst within own projectsDeliver an effective, efficient, highly visible and transparent SEO product portfolio which has the engagement of all stakeholdersCreate high quality business modelsLearn and understand new businesses quicklyUnderstand technology capabilities and limitationsGenerate trust and credibility with key business and development stakeholdersTake proactive ownership and leadership of projects and deliverablesMake portfolio and project trade-off decisions with the support and engagement of stakeholdersMeaningfully contribute to the companyâ€™s long-term product and technology strategyWork through ambiguity and complexity to deliver results through own initiativeIdentify, recommend and implement business improvement initiatives Education, Experience & Qualifications:Bachelor degree or equivalent expectedMBA preferredTravel industry / tour operator technology experience preferred and online commerce experience a plusSEO knowledge or experience is a must haveExpert understanding of site structure, linking, copy and content challenges and how they need to be tuned to maximise return from natural searchProven experience scoping and delivering search optimisation product strategies with a complex dynamic e-commerce websiteExcellent oral/written communication skills.Highly numerate, analytical and able to demonstrate strong attention to detail First, the typical buzzwords such as leadership, teams, strategy and communication I consider neither keyword qualifiers nor differentiators; they appear in the vast majority of resumes and are therefore unlikely filters at either stage.Keyword QualifiersSEOâ€”clearly the most important keyword; stated in job title, throughout the description, and a â€œmust haveâ€ in the qualifications section. Notice the acronym is only once substituted with â€˜search optimisation,â€™ so make sure to promote â€˜SEOâ€™ in your resume, and use the British spelling of â€˜optimisationâ€™ if you write out the term. Other supporting keywords might include â€˜pay-per-clickâ€™ (PPC) or â€˜search engine marketingâ€™ (SEM).Project/product managerâ€”also in the job title, repeated many times in description, likely a must find for automated scanners.Bachelorâ€™s degreeâ€”stated as first job requirement. Keyword DifferentiatorsNow that your resume has made the first cut for â€˜SEO Product Manager,â€™ it may rank within 50-100 competing for roughly 10 interview slots. In the next phase, we consider keywords emphasized in the job description that are likely to score a nod of approval from an HR manager when she finds them in your resumeâ€¦Business + requirements / models / impactâ€”as most SEOâ€™s know, quantifiable results are often elusive; the use of these phrases in consecutive bullets indicates the companyâ€™s quest for measurable results; a replicable, well-defined process; and a long-term business case proving a positive return on time and cash. Your resume will find favor with your reader if you demonstrate an appreciation of this concept through use of these phrases, even in reference to related experience.ReturnÂâ€”closely related to the keywords above, this refers to return on investment (ROI)–the end goal of any serious search engine-based marketing strategy; use of the full term and/or acronym along with a percentage should impress the reader.E-commerce (also clumsily referred to as online commerce)â€”either you have experience here, or you donâ€™t. But be sure to include the keyword, if applicable.Travel industryâ€”same as above; combined with â€˜e-commerceâ€™ is ideal, if you have it.Fast movingâ€”the use of this quasi-buzzword shows that the company considers its work environment as fast-paced (though who would concede a slow-paced work atmosphere)? While search bots are unlikely to screen for this or related keywords, the author of the job description and/or hiring manager likely considers it a unique quality of the company.Copy and contentâ€”a bit of industry jargon and somewhat repetitive, this refers generally to all written text on the website; too specific for the auto-screenerâ€™s list but will certainly demonstrate industry knowledge to the reader.Priority/prioritizeâ€”the term is used twice within the opening 4 bullets; surely your past experience required you to prioritize, so donâ€™t leave this keyword out.Different culturesâ€”this term invites several others like global, international, multinational, etc., indicating a desire for international experience and/or exposure to foreign cultures. Since the job requirement uses â€˜cultures,â€™ best to match it exactly.PassionÂâ€”something of an â€˜X-factorâ€™ thatâ€™s likely to come out mostly in an interview. But itâ€™s in the job description for a reason, and dropping it into your resume should be easy enough. You can also reference â€˜passionâ€™ for a hobby or activity in your personal life.Stakeholdersâ€”appears four times, which a keen SEO might ironically flag as â€˜keyword stuffingâ€™. Regardless, the repetition indicates importance. Stakeholders exist everywhere, so seek an opportunity to insert this keyword in your resume once or twice.Initiativeâ€”repeated twice in final two bullets of â€˜Abilitiesâ€™ section, first with â€˜ownâ€™ and next with â€˜business improvement.â€™ Linking â€˜initiativeâ€™ with â€˜business + improvement/requirements/modelâ€™ from above could work well here.Keyword differentiating nuggets are sure to pay dividends when sprinkled smartly into your resume story. Because most competing resumes are unlikely to reach for this degree of customization, yours will shine like a gem and fulfill its sole purposeâ€”to get you the interview.