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?

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For more on ATS compatibility, explore our ATS Optimisation insights.