Best Resume Advice Using Google SEO Methodology (2023)

What can Google’s search algorithm can teach us about writing a resume? Actually, quite a bit. Google is the best platform out there for putting the most relevant information in front of its users so they can access the information they need and make the most informed decisions possible. Obviously, there are parallels between someone searching on Google for information and someone searching for information on a resume. 

When it comes to writing a resume, the goal is to make it as easy as possible for the reader to find the information they need to determine whether you are a qualified candidate for the job. We can do this by applying some of the strategies used in search engine optimization (SEO) to your resume. Here are some tips that can help:

1. Avoid "Po-Going"

In the world of Google SEO, "pogoing" refers to when a reader clicks on a link, only to return to their original search query and click on a different result to find their answer. This tells Google that the reader didn't find what they were looking for on your site, and it can negatively impact your site's chances of showing up in similar search results in the future. This often happens when the writer of the site “buries the lead” or tries to put the best information at the bottom to keep the reader interested and reading. With our short attention spans these days, this approach no longer works. The reader will likely just give up and try another link to see if they can find the answer more quickly.

On a resume, "pogoing" can happen when key information is buried within bullets or saved until the end. The last thing you want is for someone to open your resume looking for specific experience only to return to their list of candidates to keep searching. To avoid this, put your most relevant and impressive information upfront, so the reader can quickly find what they need. Create a “highlight” section at the top if there are key parts of your career that you want someone to see right away. If you are in private equity and have been a part of several transactions, put those together at the top. Don’t bury this information or experience from 7 years ago that is relevant to what you’re doing now. Don’t assume someone will know where to look for critical information - put it right in front of them. 

It’s not about how long the reader stays on your resume, but rather how quickly they can find what they need and move on. I’d rather someone look at a resume for 10 seconds and get the information they need than someone has to read through a resume for 2 minutes to try to find key information. Likely, they won’t stay that long and will move on to the next candidate before they find what they are looking for. During a talent search, a pogo is a no-go. 

2. Combine and Use Number-led Bullets 

Searchers love content that starts with a number. It gives the readers a sense of certainty when they know what to expect from an article. For example, if an article starts with "7 Tips," readers know they can expect to get 7 tips when they click, so they are more likely to choose that article. This is because numbers are easy for our brains to understand and allows up to quickly assign value to what we are reading. Numbers don’t require much effort to read and interpret, so we tend to go down the path of least resistance. Knowing this, we recommend starting your achievement-based bullet points with numbers. Instead of saying “Increased market share by 47%...” say “47% market share increase in 2022”

When crafting your resume, try to extract data from your bullets and create an "achievement" section for each role, listing concise accomplishments that mostly start with numbers. This helps to create a "cause and effect" effect approach to your resume, making it easy for readers to tie the work you did with the outcomes/achievements based on that work.

3. Establish Credibility with Google's E-A-T Measure

Google's E-A-T (Expertise, Authority, Trust) measure is used to evaluate the credibility of a website or online content. On a resume, we are clearly demonstrating expertise, but how can you establish authority and trust? Don’t worry, it’s actually pretty easy to establish credibility by using a professional design that signals to the reader that you are polished and have put effort into crafting both the content and presentation of your resume. 

There is research to support the idea that professional design can impact credibility and trust. For example, a study published in the Journal of Business Communication found that a professional design can increase trust and credibility in the eyes of the audience (Karn & Karr, 2014). 

Another study published in the Journal of Technical Education and Training found that a professional design can impact the perceived authority of the presenter (Zare & Hidasi, 2015). The authors concluded that a professional design can "enhance the presenter's image and authority in the eyes of the audience."

4. The More Sections, the Better!

Sections within sections within sections. Why so many sections? 

There are a few reasons for this. First, by breaking your resume into lots of different sections, you are giving the reader the option to choose what is most important to them. Don’t assume you know what the reader wants to see - give them a variety of options and let them choose for themselves which is most important and which is okay to skip over completely. Text broken up by headers improves both reading comprehension and recall for readers. Use what works to let the person reviewing your resume spend the least amount of time looking at your resume while still getting the information they need to make a decision. 

Readers want options - in articles, books, presentations, resumes, and all other forms of communication, we want to be able to choose how to consume the information. A chapter sounds boring? Skip it. A PowerPoint slide has 3 paragraphs on it? No, thank you. A resume is 2 pages long with only two sections? Absolutely not.