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The Importance of Keywords in Your CV
Page Overview:
At Aaron Wallis Sales Recruitment, we ensure your CV gets noticed by teaching you how to include keywords smartly and strategically. This page explains how modern software rates candidate strength based on keyword density. For instance, if you're in technical or media sales, incorporating terms like "technical sales," "media sales," or common role titles can improve your visibility to recruiters and ATS systems. We guide you to use synonyms (e.g., "NAM" for National Account Manager) and suggest crafting a concise "Core Skills" section featuring relevant sales terms to boost keyword density without compromising on grammar or context.
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Modern software determines the strength of a candidate based on the keyword density (or amount of keywords) contained within a CV. Therefore, subtly, and in context, drop appropriate keywords into your CV. For instance, if you are in a 'technical sales' place, the words' technical', 'sales' and 'technical sales' are used throughout your CV. However, remember it must be subtle and in context so that it isn't cluttered and preposterous – many employers still place a very high value on the correct use of grammar!
Refining your CV is just one important part of the wider job search; you may want to see our Job Search Preparation Guide.
You must use common job titles, as these are what recruiters/hirers commonly use to find you. You may have been 'Area Support & Development Manager' in your last role but more commonly that would be a 'Regional Manager'; a 'Business Enabling Consultant' would be a 'Sales Executive', etc. Use synonyms of your job title within your CV, i.e. if you were a National Account Manager try and use the term NAM somewhere within your role description and responsibilities.
Incorporating keywords
It may sound strange, but you need to look at your CV from the other side of the interview table. For instance, if you work in publishing or advertising sales, the most common search term people will use to find you is 'media sales'. You should therefore include the word media, and ideally the exact string' media sales', somewhere within your CV.
It is common for an IT programmer or Web Developer to commence their CV with a table of skills (they've known of the importance of keywords within CVs for a long time!) Do the same, as it gives you 'carte blanche' to list a whole set of keywords in context. This tool can be seen in practice below:
Core Skills include:
Business Planning and Research
New Business Development
Sales Training
Sales Presentations
Event Management
Relationship Management
Sales and Marketing Management
Pre-Sales
Technical Selling and Solution Sales
Account Management, including Managing Key Accounts
Public Speaking and Corporate Presentations
Bids, Tenders and Writing Winning Proposals
Communication and Public Relations
This also allows you to use the words' manager', 'management', and 'managing', and has high keyword density for core skills such as 'sales', 'marketing', and 'account management', etc. Making a list of all of the sales training that you have received is another good way to get the keywords legitimately loaded into your CV (in context), and could also utilise key industry terminology. If you are familiar with the art of Search Engine Optimisation (SEO), then this approach will not be alien to you. For the rest of us, it is a skill we need to acquire to ensure that our CV hits the 'top of the pile'.
Date published: 3rd August 2025
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About the author
Sophie Jones
Sophie is an Associate Director at Aaron Wallis, and her main focus is to help clients find the best sales talent while ensuring that candidates secure the best professional fit. Sophie doesn't just fill vacancies; she strives to understand her clients' business goals, and she identifies candidates who will not only excel in the role but also contribute to the company's long-term success. Maintaining open communication is crucial, and Sophie ensures that clients are well-informed throughout the recruitment process, addressing any concerns and ensuring that expectations are met. She's a trusted advisor, and her ability to build bridges, solve problems, and advocate for success makes her an invaluable asset in the World of sales recruitment.
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