Keyword research is one of the fundamentals of successful SEO (Search Engine Optimization) and SEM (Search Engine Marketing or Pay Per Click) campaigns. Proper keywords help web pages rank higher with search engines, which assists marketers in better attracting customers.

Job seekers also can benefit from this practice. By uncovering those keywords that are most relevant to your desired hiring companies and including them in all your communications and content (e.g. resume, online profile, personal blog and online chats), you will greatly enhance your chances of being hired.

Choosing the right keywords is all about identifying whom your target audience is, what their expectations are in finding you and what words they will input into search engines to find you. It is not about what you think are the best keywords. Instead, it is about what your target audience will actually be using. Therefore, you need to penetrate the minds of the searcher (e.g. hiring company) to uncover what keywords they will likely choose in their process of finding you.

“Unfortunately, most people guess at what keywords they should be known for, which leads to them not being found,” says keyword expert Ron Jones, president of Symetri (http://www.symetri.com) during our recent interview. “Instead you should research what key terms people may be using to find you and then design your content (e.g. personal blog) around those keywords. This will enhance your ability to make a connection between the searcher (e.g. hiring company) and yourself.”

There are many tools one can use to determine optimum keywords for your target audience. They include free tools such as Google Keyword Tool (https://adwords.google.com). They also include paid tools include WordStream (http://www.wordstream.com), Keyword Discovery (http://www.keyworddiscovery.com) and Wordtracker (http://www.wordtracker.com). Even if you cannot afford the paid tools, most will allow you some free usage.

Having the proper keywords in your content can also be invaluable during your social media discussions. “Commenting in forums and engaging in conversations is a good practice especially if your comments are related to your expertise and you include the appropriate keywords. Then people will start viewing you as an authority in your niche,” shares Mr. Jones.

Another related practice and emerging field is posting personal videos on YouTube. By providing engaging content, hiring companies are likely to seek you out. The caveat is you need to apply keyword research to ensure that your videos have the proper Meta tags and are related to your areas of expertise. Also include keyword phrases that describe what your content is all about.

In summary you should perform keyword research to identify what key terms hiring companies might be using to discover you and then design your content around those keywords. This will enhance your ability to make a connection between yourself and the searcher (i.e. the hiring company). The key is identifying those keywords that you want to be known for and make sure to include those in all your communications including online comments, blogging and your resume.

The BLS said that the unemployment rate was unchanged at 9.7% in February with 36,000 non-farm payroll jobs lost. Construction and IT were the big losers. Construction in particular lost 64,000 and has lost 1.9 million jobs since the recession started in December 2007. IT lost 18,000 in February and has lost 297,000 since December 2007. Temporary help was the big winner adding 48,000 in February. Health care also continued to trend upward.

Unfortunately, 8.4 million people lost their jobs during the recession that started in December, 2007. In 2009 alone 4.1 million lost their jobs! How bad is it? Employers would need to add 400,000 net new jobs per month for the next 3 years to fully recover from the effects of this recession! Unfortunately, that’s not projected to happen. For example, the president’s first official economic report projects employers adding only 95,000 jobs a month this year. Then adding about 190,000 jobs per month in 2011 and 251,000 a month in 2012. At that rate, unemployment won’t reach 5% this decade!

Newspaper and online help wanted ads only show as little as 20% of the available openings. Many hidden job openings are filled through employee referrals. That is why I recommend networking to uncover a job. I recommend two types of networking: a) actual and b) virtual (e.g. using social media sites like LinkedIn).

My mantra remains, “Think Small” as in small businesses, which have created 64% of the net new jobs in the last 15 years! Unfortunately, start-ups continue to struggle due to a lack of funding. More needs to be done to provide SBA loans, which continue to be only 1% of the overall money lent to small companies!

Numerous top economists say that almost 25% of the 8.4 million jobs eliminated, over the last 2 years as part of the recession, will not be coming back! Most are being replaced by automation or a shift in production to countries like China. The most optimistic economic projections only forecast the U.S. adding only about 133,000 jobs a month over the next year. This is contrasted by the 400,000 net new jobs per month needed continuously for a three-year period to reduce the unemployment rate to single digits!

That’s why you shouldn’t overlook temporary positions. Please go to http://www.strategicsearch.com/interview-preparation-tips/index.php and click on 9TH (below) to view my recently released 9th Commandment of Interview Preparation video for more details.

Did you know that one of the biggest trends in industry is temp-to-perm conversions? This means that an employer will first hire you on a temporary or contract basis, then try you out on the job to judge your employment skills and then later hire you into the job on a full-time basis once you have proven yourself. This is a form of interviewing that many job candidates do not even consider. Companies engage in this practice due to the high cost of firing someone and not wanting to make an employment blunder. Therefore, do not overlook temporary employment; it may lead to a full-time employment situation.

In viewing the 2010 winter Olympics I am intrigued by the level of dedication and preparation all athletes engage in. Though there are only 3 official winners (i.e. gold, silver and bronze medals for each event), all offer their greatest efforts for the minuscule chance to win. Theirs is a very high-risk, low-reward job seeking process whereby interview preparation is often very austere. Though there are many side benefits to all participants, the main job offer is the chance to stand on the podium with one of the three medals.

For example, one of the most successful job seekers was skier Bode Miller. Unfortunately, he toiled in interview preparation for three Olympics before finally achieving the ultimate prize, gold at Vancouver. His past two employment attempts netted him only two silvers in Salt Lake City in 2002 and nothing at Turin, Italy in 2006. Many other job seekers were a lot less fortunate including Nodar Kumaritashvili, the 21 year-old Georgian who died in interview preparation (i.e. a Luge trial run).

Fortunately, the traditional employment process is not as high-risk or low-reward as the Olympics. Though we are in the worst job market in over 25 years, there are still many more opportunities to “win a medal” than for those participants in the 2010 winter Olympics. Many companies are recruiting temporary employment, which is the first sign of actual staffing after a recession. Employers first fill temporary jobs because they do not want to risk hiring then laying off a recent employee. Often these temporary jobs lead to permanent employment in a practice, known in the recruiting field, as temporary-to-permanent conversions. This is where an employer often hires someone part-time, tries him or her out for a few months, and then converts him or her to a full-time employment once they prove themselves.

Therefore, I recommend undertaking an Olympic effort in these tough employment times. Like the Olympians who toil in obscurity for many years before gaining a small chance at employment greatness, you too should ramp up your interview and job seeking efforts to achieve your employment medal. For example, do not overlook temporary positions because they may often lead to full time employment. Contact as many temporary recruiters as you can and offer your services. Please go to:

http://www.americanstaffing.net/jobseekers/find_company.cfm

to uncover appropriate temporary agencies for your staffing needs.

I realize that many of you may feel that a temporary position is beneath you. However, it is often when you least expect it that you can win employment gold!

I was reminded this morning that loosing weight and keeping it off is a very tedious process. I have fought a propensity towards obesity my whole life. Recently, I am winning the battle! It is due to a lot of hard work including meticulously filling out daily food logs with all calorie, protein and fiber intakes. Additionally, I need to record all exercise for the day. This takes a lot of work, which I often do not enjoy.

The same is true for performing well on your interviews and ultimately landing your next job. I recommend a similar process for job seekers including logging all daily activities and results. Many feel that they are very productive during the day. However, there is often a disconnect between work and outcomes. Working hard does not equate to results. Instead you need to plan and work smart.

One suggestion is to keep a daily log that includes:

1. A list of viable contacts in your field.

2. Contacts you have reached.

3. Networking events for that day.

4. Networking events that you attended that day.

5. Number of people you have met and shared your background with.

6. Analysis of your efforts including: a) results and b) areas for improvement.

As you noticed I did not mention resumes sent! This is because resumes do not get you hired. Instead, they often get you screened out. Therefore, I recommend networking as a more viable strategy.

There are two types of networking: 1) traditional and 2) the new, electronic networking. Traditional networking includes: a) telling everyone you know that you are looking for a job including friends and family and b) business networking including joining associations in your field and meeting key decision makers. A valuable tool to help you network is the 30-second elevator pitch. During this pitch, you want to quickly and concisely share three things: 1) Who you are? 2) What you are looking for? And 3) Your 2-3 greatest strengths that set you apart from others in your field. You should practice this repeatedly in the mirror, in a tape recorder or on videotape until you perfect it. Then share it with everyone you know and meet.

The second type is electronic networking. This is using social media sites such as LinkedIn, Twitter and Facebook to exponentially ramp you your network. These sites can be used to uncover jobs, additional information about the company and hiring manager you wish to work for and future networking events. You should also share a form of your 30-second elevator pitch with those you meet. Also, start discussions to uncover key people who can help you.

Whichever networking method you choose, it is important to log your daily results. As I mentioned previously, there is a big difference between working hard (e.g. sending out 100+ resumes per day) and working smart (e.g. meeting a key decision maker at a networking event or online on Twitter who sets up an interview for you). Working smart by networking and meeting key decision makers is the preferred method to land your next interview and ultimately your next job. Remember, there is no simple fix in today’s 9.7% national unemployment!

Please go to http://www.strategicsearch.com/interview-preparation-tips/index.php and click on 8th (below the screen) to view this month’s interviewing tip, which is positive mental attitude.

Positive mental attitude (PMA) is particularly important if you have been fired or laid off. This is because a negative attitude, which many suffer after such a depressing employment setback, can poison your future interviews and decrease your chances of landing your next job.

Did you know that there are a lot of inexpensive ways to improve your attitude? For example, you can:

1. Take a mini vacation to rejuvenate yourself.

2. Get a massage to help you relax

3. Repeatedly chant a positive mantra such as, “

Every day and in every way I am getting better, better and better!”

Whatever method you choose, it is important to bring a positive mental attitude to your interviews. This will set the best tone for your interviews and increase your chances of landing your next job.

What is your opinion of President Obama’s first state of the union speech? I thought it was long on delivery, but very short on substance and tactics. I will begin with positives and then move into negatives.

Because I am a member of one of Toastmaster’s most advanced speaking groups, I am very critical of any speech’s nuances. As a result, I am a very difficult grader. However, in President Obama’s case, I rated his style and delivery an “A” because: a) he was very poised before, during and after the speech b) his navy blue suit, white shirt, red tie and U.S. flag lapel pin delivered a maximum impact consistent with the American flag over his shoulder c) he was very articulate with a very strong, uplifting, inspirational and confident tone throughout (e.g. “again we are tested and again we must answer history’s call”) d) he employed good vocal variety e) he had excellent eye contact with the entire room constantly moving his head from side to side as if speaking to everyone individually f) he used a lot of timely pauses to emphasize points g) there were a lot of good hand gestures and non-verbal communication to match his verbal communication h) he offered a lot of examples to support his assertions i) he often employed humor to evoke positive responses from the audience (e.g. “we all hated the bank bailout”) j) he added a lot of memorable one liners (e.g. “I do not accept 2nd place for the United States of America”) to evoke many positive applauses from the audience and k) he ended with a very strong and memorable statement, “We don’t quit, I don’t quit.”

He also began his speech with a strong statement about employment; “jobs need to be our number one focus in 2010.” Furthermore, 2/3’s of his speech was devoted to the economy. This is important because most polls show that jobs and the economy are of paramount importance to most voters. This contrasted with such topics as health care and closing Guantanamo Bay, which have preoccupied the Administration up until now.

Unfortunately, there were a lot of items both that he shared and didn’t mention that are cause for concern. They include:

1. His language and tone was defiant continuing to cling onto his three main goals, which will distract him from a jobs creation focus. He was like a gun fighter emphasizing that he is in this gunfight to win. Furthermore, he stated and implied that his agenda has not changed and he is going to continue to pursue health care, education and energy reform. All are commendable goals, but in a time of crisis and limited resources, one needs to focus all of their attention and political capital on the most important concern of voters, creating jobs. Once this is fixed, the other items will be easier to address.

2. I question his numbers. For example, he claimed to have saved 2 million jobs. Before the speech, the administration had been trumpeting that their stimulus plan has saved or created 640,329 jobs at http://www.recovery.gov With three straight months of 10%+ unemployment, which is the first time that has occurred since June, 1983, added to figures from the Economic Policy Institute at http://www.epi.org/publications/entry/jobs_crisis_fact_sheet/ which show 17.3% of those working that are underemployed (i.e. 1 in 6), I seriously question those numbers. Where’s the proof Mr. President?

3. He continues to blame others. For example, he repeatedly blamed former President Bush for his ills. One year into his administration with a majority of both houses of Congress in his favor why is he still blaming the past administration? Furthermore, he took an unprecedented swipe at the Supreme Court in the front row. Wake up and smell the coffee President Obama, you own this problem now!

4. There are huge contradictions between what he stated and what his actions will be. For example, he talked about providing incentives to small businesses, but there was little talk about freeing them up from all the bureaucratic red tape that he has added in his one year in office. Furthermore, his mantra continues to be: the federal government is going to solve this problem. This will interfere with that process of jobs creation. Also, he talked about spending an additional $82 to 115 billion dollar on jobs creation. Wasn’t the $787 billion he already spent enough? This is going to further plunge this country into debt! Lastly, instead of what President Bill Clinton did when he was in trouble in 1995 by: a) adding a more centrist adviser in David Gergen and b) moving to the center to gain Republican’s support, President Obama has added another far left advisor to his already extreme left leaning team in David Plouffe. This signals more of the same!

5. He has the wrong people trying to solve America’s problems. For example, Arne Duncan, who had only limited success as Chicago’s school superintendent, is heading up his educational reform plan. Instead, we need more creative minds who can generate revolutionary ideas in our time of crisis. For example, 46% of all U.S. PhD’s are foreign born according to the most recent figures by the U.S. Energy Department’s Oak Ridge Institute for Science and Education. If we wish to truly improve technology then we need to vastly improve our math, science and educational training in this country. In the process we need to convince more students to enter the fields of R&D, chemistry, engineering and technology. To do so we need to vastly improve the educational process to make such training fun and effective.

6. Too little, too late. If he had been focused on small business creation at the beginning of his administration, this problem may not be so dire today. Instead, he spent $787 Billion on bailouts of the banks, Big 3 automakers and other new society programs, which sapped his energy and America’s resources.

In closing, I see no reason to change my one-year grade of F for this administration. Therefore, I stick by what I mentioned on WGN Radio on Saturday, January 23rd and WGN TV on Monday, January 25th. Please go to http://www.strategicsearch.com/media.php to view both appearances.

We just passed the one-year mark for President Obama’s administration. The key question is are we better or worse off with respect to the jobs market as a result of his efforts? I believe the answer is clearly: we are worse off! December marked the third straight month of 10%+ national unemployment. The last time that occurred was June of 1983, when we had ten straight months of 10%+ unemployment.

Along those lines, several follow up questions to you are:

1. Are you seeing a lot of improvement in the jobs market?

2. Are jobs more plentiful?

3. Are you gaining a lot more interviews?

Please let me know.

A recent survey by outplacement firm Challenger, Gray & Christmas (CG&C) showed that 16% of respondents felt that their job searches will take more than one year. The survey was conducted among approximately 500 callers during their 24th annual two-day free job search advice call-in held December 28 and 29.  According to the callers surveyed by Challenger, the hardest part of the job search is obtaining interviews.

Also shared by the CG&C survey were:

1. The overall confidence among job-seeking callers was much lower than a year ago.  Only 12.4 percent felt they would be able to find a job in one to three months, down from 27 percent in 2008.  The percentage of callers who thought it would take four to seven months to find employment dropped from 31 percent to 12.2 percent.  The 15.5 percent who felt the job search would take more than 12 months far out numbered the 5.5 percent who were than pessimistic a year ago.

2. Along with the lack of optimism, there was a considerable amount of uncertainty.  Forty-eight percent of callers this year were unsure about how long their job search might take, compared to 25 percent in 2008.

3. Many job seekers who have experienced prolonged unemployment.  In fact, the median length of joblessness among callers was approximately one year.  Nationally, the median length of unemployment stood at 20.5 weeks as of December, according to government data.  That is the longest duration of joblessness in Bureau of Labor Statistics data going back to 1967.

4. Statistics show that there are four million workers hired each month, but there are about 15 million people vying for those openings.

5. Nearly 50% of the callers surveyed said they would take a position for less pay.  This may expand the number of potential opportunities, but job seekers should also consider expanding their searches to include a wider variety of industries or look in different parts of the country.

Unfortunately, this all points to a systemic problem that I have experienced. That is most job seekers are approaching their job search the wrong way. They may send a lot of resumes both blindly and even to ads, but they have not come to realize the mantra that I espouse, “resumes don’t get you hired, you do!” What I mean by that is a resume most times will only get you screened out. Instead I recommend networking to land your next job. Please go to http://www.strategicsearch.com/interview-preparation-tips/index.php and click on both #2 and #3 for more details. The essence of what I teach in those two videos is to not just work hard, but work smart! That includes finding creative ways to meet key decision makers during your networking process in order to generate interviews. Please watch and digest both videos, which will provide a lot of helpful tips to assisting you in landing your next interview.

Though the December unemployment rate from BLS (Bureau of Labor Statistics) remained unchanged at 10%, there is some hope. For example, last week I met with the VP of Sales & Marketing and Director of Human Resources from one of my clients for a brain storming session. They also agreed to invite one of their top distributors. The main purpose was to further crystallize job specifications for one of their key marketing positions. However, this process also offered a lot of insights into what you as a job seeker can do to further streamline your job-hunting process. Several useful tips are:

1. Network to uncover hidden job opportunities. Companies are starting to recruit again. This position is not listed in the help wanted sections of either newspapers or online job boards. Therefore, you need to either: a) join associations in your field to meet key decision makers or b) leverage social media sites, such as Twitter and LinkedIn, into mass networking opportunities to uncover hidden jobs.

2. You should also utilize social media sites for business intelligence, researching a prospective job lead and uncovering key trends. By determining the hiring company’s precise needs, you can focus on those key accomplishments in your background that would be of most benefit. This can help you stand out versus your competition for a given job.

3. You need to “think outside the box.” If you approach your job search like everyone else, you will be perceived like everyone else. Instead, you need to uncover creative ways to meet a company’s current or future needs. Don’t just focus on what their stated plans and goals are. Be creative and determine what could be need that they may not even have considered. This may lead to them creating a job for you!

4. Adopting an MI-6 approach to interviewing. This means to identify and attack the six most critical tasks every day. The distributor shared that he has codified this into an electronic checklist for his salesmen. This causes them to work more efficiently. This is important to adopt for your employment process because many candidates work very hard, but do not work smart. Instead, by identifying your six most important tasks every day, you will focus on the optimum tasks to land your next job.

In conclusion, the job landscape is still cloudy. However, by being creative and networking, you may be able to create a job for yourself.