We are authorities and experts within the resume space, and each piece of content we create needs to re-enforce this. Although we should always properly cite any sources in our content, wherever possible we’ll want to be the source, and back it up with data or research. Refrain from negative openings or writing. No duh and question statements.

• Poor example: “According to experts, it’s important to include a cover letter to be considered for a position”
• Fair example: “We recommend including a cover letter for any positions you seriously want to be considered for.”
• Good example: “In 2018, we surveyed 200 recruiting managers, and 80% of them responded that they’re less likely to consider an applicant without a cover letter.”

When we don’t have proprietary data (or it doesn’t make sense to be the expert) Including expert sources in our content can improve how trustworthy we seem, both to users and to bots.

• Don’t quote competitors, including:
  • Zety.com
  • ResumeGenius.com
  • Indeed.com
  • NovoResume.com
  • Monster.com
  • Resume.io
  • Jobscan.co
• Cite credible industry thought leaders
  • Industry associations
  • Research groups
  • Federal and state government (workforce, unemployment reports)
• Frequency
  When it comes to frequency of sourcing, there’s no hard and fast rule or limit, but our goal is to be an authority, adding our voice to the conversation while sourcing experts along the way. What we want to avoid is being a “hub” that links to other experts, regurgitating their opinions without adding our voice to the conversation.
• User Journey
  Where possible, we want to avoid interrupting the flow of the user while on the page, so we will default to explaining the source material within our content, instead of requiring the user to click off-site.
• Linking
  Our preferred approach is to add superscripts within the content, that anchor-link to a sources section at the bottom of the page, which lists sources in full. This helps to avoid interrupting the user flow. There may be instances where this doesn’t make sense, use your best judgement. Quote sources such as Forbes, New York Times, Wall Street Journal mentioning the title of the article and date published. Quote and link to research studies, white papers.

During our research, we use keywords as a way to better understand the questions and needs of users, but when writing content, we want to focus exclusively on the user. No keywords, no word count, just an honest attempt at fully addressing a question or need. In the poor and fair examples below, notice how we force all of the keywords together or repeat them unnecessarily.

(Keyword Example: “Free Microsoft Template Downloads”)

• Poor example: “We have Free Microsoft Template Downloads available for you to download and use in Microsoft Office.”
• Fair example: “If you’re looking for free Microsoft Template Downloads, check out our library below.”
• Good Example: “Here are a handful of free templates that we specifically designed to work within Microsoft Word. With these, you can easily edit and customize your resume.”

People don’t read how-to pages for entertainment. They need experts to provide knowledge and value that they don’t already have. So let’s avoid fluffy content that states the obvious, or speaks vaguely about a concept, and help educate and assist our readers with each sentence we write.

• Poor example: “It’s important to have a strong opening summary in order to stand out to recruiters.”
• Fair example: “Crafting a summary that focuses on action based statements instead of “I” statements can help recruiters see the value you bring to the table.”
• Good Example: “In order to stand out to recruiters, remove any “I” statements (which can subconsciously come across as self-centered) and focus instead on action-based accomplishments (which can help recruiters envision you accomplishing similar tasks in the role).”

One of the best ways to make content more thorough, authoritative, and helpful is to ask the question “why” 5 times (like a 5-year-old would). This will help you provide the reader with not only the high-level answer, but the context around why it’s the answer, or why it matters.

Poor example: “The functional resume focuses on skills relevant to the position which is handy.”

Fair example: “The functional resume is handy for people with a strong skill set, but an inconsistent work history.”

Good example: “The functional resume ensures that your skills are front and center when recruiters get your application. This emphasis can be helpful if you have an inconsistent work history but you feel confident that you’re qualified for the job.”

duct

1. Create a TOC when necessary – This is the guide for the reader. Only include the most valuable content. Remove sections that don’t belong in the TOC, such as “How It Works.”
2. Does the TOC make sense – Does each TOC make sense to someone coming in to the page cold. Is the page ordered correctly in terms of the most valuable content at the top.
3. TOC and H2s should match
4. Make the TOCs creative/compelling – They must be clear, answer search intent and encourage the reader to click on it. There is a balance here  – sometimes plain and to the point is best. We also need to consistent on sections you will find on all pages such as FAQs headers, and other important standing sections

Finally, consider – Would the page pass the “send to a friend” test – Would you send the page to a friend or relative interested in the topic or would you send them to a competitor page? If the answer is the latter – edit the content accordingly.