Keyword Strategy: Optimising Without Stuffing

## The Keyword Paradox ATS systems rank you by how well your CV matches the job description. More matches equals a higher score. But stuff your CV with keywords, and you trigger spam detection. The goal is natural density, not artificial inflation. ## How ATS Keyword Matching Works When you upload your CV, the ATS: 1. **Extracts all text** from your document 2. **Tokenises** it into individual words and phrases 3. **Compares** against the job description keywords 4. **Scores** based on frequency and placement Keywords in headings and skills sections carry more weight than those buried in paragraphs. ## The "Mirror" Technique Read the job description. Identify repeating words and phrases. Mirror them in your CV—but only where true. **Job Description says:** "Experience managing cross-functional teams" **Your CV should say:** "Managed cross-functional teams of 12 across engineering and marketing" Not: "I have cross-functional team management experience in cross-functional settings." ## Where to Place Keywords **High-value locations:** 1. Skills section (most scanned) 2. Job titles (if accurate) 3. First line of each role description 4. Summary/Profile section **Low-value locations:** - Deep in paragraph text - Footer or header - Education section (unless relevant) ### ⚠️ The "About Us" Trap Never copy-paste the "About Us" text from the company website into your description. **Why?** Marketing copy ("We create synergetic solutions...") confuses the ATS. It dilutes your keyword density with fluff. **The Fix:** Rewrite their description in plain, factual English focused on *scale* (£ Revenue) and *sector* (SaaS/Logistics). ## The Spam Threshold Modern ATS systems detect keyword stuffing. Red flags include: - Same keyword appearing 10+ times - Keywords in white text (hidden) - Keyword density far exceeding the job description If flagged, your application may be automatically rejected or deprioritised. ## Pre-Flight Checklist Before submitting: - [ ] Have you read the job description and noted key terms? - [ ] Do those terms appear naturally in your CV? - [ ] Is each keyword used in context, not just listed? - [ ] Have you avoided repeating the same phrase excessively? - [ ] Is your Skills section clean and scannable? --- *For more on ATS compatibility, explore our [ATS Optimisation](/ats-optimization) insights.*