Keywords are not either seen or read by the search engine in the same way we see or read them. To a search engine a keyword is just a string of characters. Using something like @#$#&) or 73639 or keyword is the same to a search engine.

 A computer looks for records that match the words typed, not the ideas represented by the words. It will not read the word rather it will try to match the string of characters together in its listing of indexed terms. To understand this is crucial to understanding the results returned by the engine.

Do keywords matter?
As important as keywords are, this is the area that is most often overlooked by recruiters. We normally highlight the words in the job description and start writing them in a string to create queries. The search usually does not yield good results and you go on to another search engine, directory or database. There are a lot of ways to improve your search results without having to resort to the use of Boolean operators or advanced field commands.

Different types of candidates
Some of your candidates may be methodical and logical - they may break down the technical environment where they are, in terms of process, others would be more inclined to write in more technical terms to demonstrate high proficiency. Others may be aware of search engine techniques and fill their profiles with a huge list of technical terms to draw the attention of the search engines and therefore more traffic to their profiles; Whilst others may be more emotional and relational in their approach, and would be more concerned with the experience and the results: best-performing, highest achievement, fastest time etc...

Having said this, it is important to realize that just as people may write their profiles with different motivations, they also may have diverse levels of understanding as to how the search engines work. They may write in a style that shows that they are unaware of how search engines are utilized and not grow in their volume of traffic.  Others may write the ideal and informative profile, but without utilizing web techniques to draw you to the profile they too do not receive the desired traffic volume.  Then there are a few who would be savvy enough to not only write a well written profile but to place it on the web in a way that it would be easily found.

Where do we begin?
In order for us to find anyone on the web we need to uncover what their purpose was for placing their information on the web. We need to know as much as we can about our potential candidates, and use keywords that reveal the precise information. Search engines, hiring managers and prospective candidates all describe things in different ways. The words you use in your search may be very different from the words your prospective candidates use. For example, if I were looking for an Oracle DBA, using the keywords "Oracle DBA" I would miss a large number of promising candidates. Yes, some might use DBA on their profiles but some would not.  A large number of candidates would actually write it all out as "Database Administrator".  Also, what if the candidate had been given a different title by the company he works at, maybe he is "Head Geek", or Database SME, or Database Consultant.

Before you select keywords, start by considering your potential candidates motivations and intent. What are they trying to accomplish by having their information on the web? Who are they presenting it to? Use these questions to start a list of keywords to research.

BIOGRAPHY

Moises Lopez is an Internet Research/Sourcing professional. He is a distinguished writer and trainer in Advanced Sourcing techniques with more than a decade of innovation and leadership in talent acquisition, both working within corporate and consulting environments in recruiting organizations. Having created sourcing strategies, he has also successfully established three sourcing/internet research teams and is skilled at developing targeted sourcing plans and building and managing successful sourcing initiatives.  

Moises stumbled into the recruiting industry almost by accident. Little did he know that it would be a lucrative and rewarding life-long career. His passion for sourcing has driven him to mentoring, training, and helping others share the same success.

 Mr. Lopez began his career in recruitment in 1992 and has devoted the last 5 years to developing and training sourcing teams. His background includes sourcing and recruiting in a variety of industries including Healthcare, Aerospace & Aircraft Engineering, Oil & Gas, DOD, and Information Technologies. A Sourcer to the core Moises thrives on the challenges of finding top talent. 

Moises can be found at his site www.sourcingcorner.com