How to use this guide
Build a “keyword pack” for your role, then place keywords where you have proof.
- Pick the closest role below and copy 8–12 keywords that match the job post.
- Add 2–4 keywords to Summary (only if true).
- Add the rest to Skills and, most importantly, to Experience bullets with metrics.
Important: ATS keywords aren’t magic. They’re just search terms. If you use a keyword, make sure the resume also contains evidence (tools used, scope, outcomes).
Data Analyst / BI Analyst
Show analysis + dashboards + decision impact.
Tools & platforms (often in postings)
SQLMicrosoft ExcelTableauMicrosoft Power BIAlteryxApache SparkMicrosoft SQL ServerMySQLAmazon Redshift
Work keywords recruiters search
dashboardingdata visualizationreporting automationstakeholder reportingdata qualityETLdata modelingKPIsforecastingA/B testing
Proof-bullet verbs
analyzedbuiltautomatedmodeledvalidatedoptimizedforecasted
Don’t keyword-stuff
- List 15 tools you used once in a class.
- Drop “SQL” only in Skills—include it in a bullet with what you queried and the outcome.
- Use only acronyms. Include both once (example: “extract, transform, load (ETL)”).
Product Manager (PM)
Show roadmap judgment + cross-functional execution.
Core PM keywords
product strategyproduct roadmapprioritizationuser researchrequirementsPRDgo-to-market (GTM)product lifecyclestakeholder managementcross-functional collaboration
Execution keywords
AgileScrumbacklogMVPOKRsmetricsexperimentationlaunch
Proof-bullet verbs
definedprioritizedlaunchedalignedownedmeasurediterated
Don’t keyword-stuff
- Claim “Agile” without showing what you shipped and how you measured it.
- Use “stakeholder management” with no example (who + what trade-off + outcome).
- Write a generic summary—mirror the exact product area (B2B SaaS, consumer, platform, etc.).
Sales (AE / SDR / Sales Manager)
Show pipeline motion + quota outcomes + customer value.
Systems & tools
SalesforceCRMHubSpotpipelineforecastingterritory planningsales enablement
Revenue keywords
quota attainmentARRMRRACVupsellcross-sellrenewals
Proof-bullet verbs
closedgeneratedqualifiednegotiatedexpandedrenewed
Don’t keyword-stuff
- Use revenue acronyms without numbers (add at least one concrete metric).
- Say “CRM” without naming the one you used (Salesforce, HubSpot, etc.).
- List “negotiation” and “communication” only—sales roles need outcomes (pipeline, meetings, revenue).
Marketing (Growth / Digital / Performance)
Show channels + experiments + measurable outcomes.
Channel & platform keywords
Google AnalyticsGoogle AdsSEOcontent strategyemail marketingmarketing automationHubSpotMarketoWordPress
Measurement keywords
conversion rateCACLTVCTRCPLA/B testingattributionKPIs
Proof-bullet verbs
testedoptimizedgrewscaledsegmentedlaunchedanalyzed
Don’t keyword-stuff
- List every channel—pick the 2–3 channels most relevant to the role.
- Use “SEO” without mentioning what you improved (rankings, traffic, conversions).
- Hide analytics inside tools only—include the metric that moved.
Sources
- O*NET OnLine (U.S. Department of Labor): Business Intelligence Analysts — technology skills list (example tools: Tableau, Power BI, Spark, SQL). View source
- O*NET OnLine (U.S. Department of Labor): Sales Managers — technology skills list (CRM and sales/marketing tools). View source
- O*NET OnLine (U.S. Department of Labor): Marketing Managers — occupation summary and reported job titles (includes “Product Manager” as a reported title in this family). View source
- O*NET OnLine (U.S. Department of Labor): Search Marketing Strategists — technology skills list (Google Analytics, Google Ads, marketing automation). View source