Getting your resume noticed by recruiters can be challenging, especially when companies use an Applicant Tracking System (ATS) to screen applications.
An ATS scans resumes for relevant skills, job titles, qualifications, experience, and industry-specific keywords before a recruiter reviews them. A well-designed resume can still be rejected if it doesn't contain the keywords the employer is looking for.
The good news is that you can improve your chances by strategically adding relevant keywords to your resume.
Here are 15 important resume keyword categories and examples that can help make your resume more ATS-friendly.
What Is an ATS?
An Applicant Tracking System (ATS) is software used by employers and recruiters to collect, organize, filter, and rank job applications.
When you submit a resume online, the ATS may scan it for specific information such as:
- Job titles
- Technical skills
- Soft skills
- Certifications
- Educational qualifications
- Years of experience
- Industry terminology
- Software and tools
- Job-specific keywords
For example, if a company is hiring a Digital Marketing Manager and the job description frequently mentions "SEO," "Google Ads," "content marketing," and "Google Analytics," your resume should naturally include relevant skills that genuinely match your experience.
15 Resume Keywords to Consider
1. Job-Specific Skills
The most important keywords are usually the skills directly mentioned in the job description.
Examples include:
- SEO
- Digital Marketing
- Project Management
- Data Analysis
- Financial Analysis
- Sales Management
- Customer Relationship Management
- Software Development
Tip: Always customize your resume according to the specific position you're applying for.
2. Technical Skills
Technical skills are particularly important for technology, engineering, finance, marketing, and data-related positions.
Examples:
- Python
- Java
- SQL
- Laravel
- React
- Excel
- Power BI
- Salesforce
- Google Analytics
Instead of simply writing "computer skills," mention the actual tools and technologies you know.
3. Leadership
If you're applying for a managerial or senior position, leadership-related keywords can strengthen your resume.
Examples include:
- Leadership
- Team Management
- Strategic Planning
- Decision-Making
- Team Building
- Stakeholder Management
- Performance Management
Use these terms only when they accurately describe your professional experience.
4. Communication
Communication skills are valuable across almost every industry.
Relevant keywords include:
- Verbal Communication
- Written Communication
- Presentation Skills
- Client Communication
- Negotiation
- Collaboration
- Interpersonal Skills
Whenever possible, demonstrate these skills through achievements rather than simply listing them.
5. Project Management
For project-related positions, employers often search for specific project management terminology.
Useful keywords include:
- Project Management
- Project Planning
- Project Coordination
- Agile
- Scrum
- Risk Management
- Resource Allocation
- Project Delivery
- Timeline Management
For example:
Weak:
"Managed different projects."
Better:
"Managed multiple client projects using Agile project management methodologies."
6. Problem-Solving
Problem-solving is a valuable keyword for many professional roles.
Examples include:
- Problem-Solving
- Critical Thinking
- Troubleshooting
- Root Cause Analysis
- Process Improvement
- Analytical Thinking
- Decision-Making
Try to connect these keywords to measurable accomplishments.
7. Customer Service
Customer-facing positions often require specific customer service terminology.
Examples:
- Customer Service
- Customer Support
- Client Relationship Management
- Customer Retention
- Customer Satisfaction
- Complaint Resolution
- Client Engagement
For example:
"Improved customer retention through proactive client engagement and issue resolution."
8. Sales
Sales professionals should include keywords that reflect their actual sales experience.
Examples:
- Lead Generation
- Business Development
- Sales Strategy
- Account Management
- Client Acquisition
- Sales Pipeline
- Negotiation
- Revenue Growth
- Customer Acquisition
Whenever possible, add numbers to demonstrate results.
Example:
"Generated 35% year-over-year revenue growth through targeted B2B lead-generation campaigns."
9. Data Analysis
Data-related keywords are increasingly important across industries.
Examples:
- Data Analysis
- Data Visualization
- Reporting
- Business Intelligence
- Data Interpretation
- SQL
- Excel
- Power BI
- Tableau
If you're applying for an analyst position, make sure your resume reflects both your analytical abilities and the tools you use.
10. Digital Marketing
For marketing positions, relevant digital marketing keywords can improve your resume's relevance.
Examples:
- SEO
- Local SEO
- SEM
- Google Ads
- Social Media Marketing
- Content Marketing
- Email Marketing
- Google Analytics
- Conversion Rate Optimization
- Lead Generation
Don't simply add every marketing keyword. Use the terms that genuinely match your experience.
11. Industry-Specific Terminology
Every industry has its own vocabulary.
For example:
Healthcare:
- Patient Care
- Healthcare Administration
- Clinical Documentation
Finance:
- Financial Modeling
- Risk Analysis
- Financial Reporting
IT:
- Software Development
- API Integration
- Cloud Computing
- Database Management
Marketing:
- SEO
- PPC
- Content Strategy
- Marketing Analytics
Using the terminology commonly found in your target industry can make your resume more relevant to both ATS software and recruiters.
12. Certifications
Certifications can be important ATS keywords when they're relevant to the position.
Examples:
- PMP
- AWS Certified
- Google Ads Certification
- Google Analytics Certification
- Microsoft Certified
- Scrum Master
- CompTIA
Always write the full certification name where appropriate and include the abbreviation if it is commonly used.
13. Action Verbs
Strong action verbs make your resume more compelling while helping communicate your responsibilities and achievements.
Examples include:
- Managed
- Developed
- Led
- Implemented
- Increased
- Reduced
- Generated
- Optimized
- Improved
- Coordinated
- Created
- Delivered
For example:
Weak:
"Responsible for managing marketing campaigns."
Better:
"Managed and optimized digital marketing campaigns that increased qualified leads by 28%."
14. Measurable Achievement Keywords
ATS optimization isn't only about keywords. Recruiters also want evidence of your impact.
Include measurable results such as:
- Increased revenue by 25%
- Reduced costs by 15%
- Improved conversion rate by 30%
- Managed a team of 12 employees
- Generated 500+ qualified leads
- Reduced processing time by 40%
Numbers help transform generic responsibilities into compelling achievements.
15. Job Title Keywords
Your target job title can be one of the most important keywords on your resume.
For example, if you're applying for:
Digital Marketing Manager
relevant terminology may include:
- Digital Marketing Manager
- Marketing Strategy
- SEO
- PPC
- Content Marketing
- Lead Generation
- Campaign Management
- Marketing Analytics
However, never change your actual previous job title to something inaccurate simply to match a job posting.
Instead, you can clarify your role where appropriate.
How to Find the Right ATS Keywords
The easiest way to identify relevant keywords is to carefully analyze the job description.
Look for words that appear repeatedly in sections such as:
- Required Skills
- Qualifications
- Responsibilities
- Preferred Skills
- Experience
- Technical Requirements
For example, if a job description says:
"Seeking a Digital Marketing Specialist with experience in SEO, Google Ads, content marketing, Google Analytics, and lead generation."
Important keywords may include:
Digital Marketing Specialist, SEO, Google Ads, Content Marketing, Google Analytics, Lead Generation.
If you genuinely have these skills, incorporate them naturally into your resume.
Where Should You Put ATS Keywords?
Don't place all your keywords in one "Skills" section.
Distribute relevant keywords naturally throughout your resume.
Professional Summary
Example:
"Digital Marketing Specialist with 5+ years of experience in SEO, Google Ads, content marketing, lead generation, and marketing analytics."
Skills Section
Include relevant technical and professional skills in a clearly structured section.
Work Experience
Show how you used those skills.
Example:
"Developed SEO strategies that increased organic traffic by 45% within 12 months."
Certifications
Include relevant certifications using their official names.
Avoid Keyword Stuffing
Adding hundreds of keywords to your resume isn't an effective ATS strategy.
For example, avoid writing:
"SEO, SEO Marketing, SEO Expert, SEO Strategy, SEO Specialist, SEO Services, SEO Optimization..."
This looks unnatural and may hurt your resume with human recruiters.
Instead, use keywords naturally within meaningful statements.
Better:
"Developed and implemented SEO strategies that increased organic search traffic by 45%."
Use Both Acronyms and Full Terms
Some ATS systems may search for either the abbreviation or the complete term.
Where appropriate, include both.
Examples:
- Search Engine Optimization (SEO)
- Applicant Tracking System (ATS)
- Customer Relationship Management (CRM)
- Pay-Per-Click (PPC)
- Key Performance Indicators (KPIs)
After introducing the full term, you can generally use the abbreviation throughout the rest of the resume.
Keep Your Resume ATS-Friendly
Keywords are only one part of ATS optimization.
Follow these additional practices:
- Use a clean and simple layout.
- Use standard section headings.
- Avoid excessive graphics.
- Avoid putting important information inside images.
- Use readable fonts.
- Don't hide keywords using white text.
- Use consistent formatting.
- Check spelling carefully.
- Use the job description to customize your resume.
- Save the resume in the file format requested by the employer.
Final Thoughts
Getting past ATS filters isn't about filling your resume with as many keywords as possible. It's about matching your genuine skills and experience with the requirements of the position.
Start by analyzing the job description, identify the most important keywords, and naturally incorporate them into your professional summary, skills, work experience, and certifications.
A strong ATS-friendly resume should satisfy both sides of the hiring process: the ATS that scans your application and the recruiter who ultimately reads it.
The best approach is simple:
Relevant Keywords + Clear Formatting + Genuine Skills + Measurable Achievements = Stronger ATS-Friendly Resume
Before submitting your next application, compare your resume with the job description and make sure the most important qualifications you actually possess are clearly represented.