Upwork works like a search engine. (like Google)

When a client needs help, they type in exactly what they are looking for — and Upwork shows them profiles that match.

Clients don't search for "freelancer" or "hard worker." They search for exactly what they need — and Upwork shows them profiles that use those same words.

Upwork Search

If your profile does not use the right words, the right clients will never find you — even if you are exactly what they need.

Where to use keywords

Put your most important keywords in these places:

• Your headline — this is the most important spot
• First 2 lines of your bio — this is what shows up in search previews
• Throughout your bio — repeat naturally 2–3 times, never forced
• Portfolio titles and descriptions — clients and search both read these
• Specialized Profiles — Upwork prioritizes these in search results

How to find the right keywords

1. Go to the Upwork search bar