SEO/Keyword research & analysis assignment

1. Maddy Zeller
Introduction to Web Publishing
April 9, 2019
SEO Keywords Research & Analysis for EnterpriseCarshare.com
The keywords/phrase I think will drive the most traffic: “24 hour car rental”
The page I’ll be optimizing: https://www.enterprisecarshare.com/us/en/what-is-carshare.html
Content Focus for Key phrase Optimization:
After debating on which page of the entire Enterprise CarShare website I wanted to focus
on optimizing, I decided to focus on the What is Enterprise CarShare? Page,
https://www.enterprisecarshare.com/us/en/what-is-carshare.html. This specific page is a
general information page that plays several roles. The page contains all the typical information
needed in order to get an overall idea on what exactly Enterprise CarShare is. The page also acts
as a segway for users to navigate where they need to go to next after figuring out what
Enterprise Car Share is. Due to the fact that this exact page contains a lot of information, and
isn’t the typical FAQ page, I think it is the perfect candidate to optimize in order to drive more
traffic to the website. For example, if a potential user searches for any type of information about
Enterprise CarShare, their search wouldn’t have to be too specific in order to reach this page
because it covers so much information. Although it isn’t the home page, I find that this page can
be looked at as a great entry page.
As for the competing website, ZipCar.com, they have a similar page referred to as the
Why car sharing? Page. This page contains a great amount of general information about
ZipCar.com as well.
Key phrases Considered:
Phrase 1: Car share near me
Monthly Volume: 260
General Search Trend: Volatile
Phrase 2: Hourly car rental
Monthly Volume: 2,400
General Search Trend: Volatile
Phrase 3: 24 hour car rental
Monthly Volume: 4,400

2. General Search Trend: Volatile
To narrow my choice of phrases down to the three listed key phrases, I used an online
resource, SEMrush.com. Through SEMrush I used a tool known as the Keyword Magic Tool, this
tool allows users to access specific metrics on millions of keywords that other users have
searched online. This allowed me to observe what keywords are being searched the most
amount of times on a monthly basis across the internet. While searching for specific keywords,
the KeyWord Magic Tool calculates the volume, which is the number of searches that
keyword/phrase has per month. This is crucial information to know when it comes to optimizing
a page of a website because if you want to use a specific phrase, you want to know that it is
already being searched frequently, otherwise, it would be irrelevant to introduce a key phrase to
your website if no one is searching for it. One of my guidelines for narrowing my choices was to
find keywords/phrases that had a volume above 500. I believe that 500 monthly searches and
above would be a good place to start, unless it was on the up rise of an increasing trend.
Left: A screenshot of
SEMRush.com’s Keyword
Magic Tool displaying the
metrics of the three key
phrases I chose to focus on.

3. Google Trends Analysis:
After narrowing my searches down to three key phrases by using the SEMrush Keyword
Magic Tool, I used another online resource, Google Trends, to analyze the trends of those
specific phrases. Google Trends is a website by stemmed from Google’s own research and
analytics. It analyzes the queries searched and displays the popularity of that specific query
over a specific amount of time. A color-coded graph is used to display the information
produced, making it user friendly and easy to analyze the data. For my search, I compared the
three key phrases I previously mentioned and chose to display the information over the last five
years. The data shown above dictates that “24 hour car rental” has had the overall highest
popularity over the last five years. At the far-right side of the chart there is a dotted line that
represents a predicted trend, meaning google predicts that the red line (hourly car rental) will
spike highly in popularity in the future. Based on my observation, a prediction is not always a
guarantee. This is why I decided to focus on “24 hour car rental” as my final key phrase. It has a
constant higher popularity rate compared to the other phrases and is shown to continue that
trend in the future.
The trends that are calculated through Google Trends are very similar to the trends

4. displayed on SEMRush’s Keyword Magic Tool, but it is important to use the information found
through Google Trends because those metrics come straight from Google, which covers roughly
90% of the searches online. This gives a better and more accurate representation.
Keyword Ranking Analysis:
EnterpriseCarshare.com ZipCar.com
24 hour car rental N/A 31
hourly car rental 9 3
car share near me 2 1
To compare the Search Engines Results Pages (SERP) between EnterpriseCarshare.com
and its competitor, ZipCar.com, I used the online resource tool, SearchEngineReports.net. This
tool allows users to observe where a specific website ranks on a SERP of a specific search. For
example, as shown above in the chart it shows that when users search, “hourly car rental”,
ZipCar.com is ranked 3rd
while EnterpriseCarshare.com is ranked 9th
on a search result. From my
observation a user is more likely to click on ZipCar.com’s link rather than
EnterpriseCarshare.com’s link because it is known that the websites ranked 1st
-3rd
are the most
clicked on links. This is where the factor of optimization comes into play because the goal is to
drive more traffic to EnterpriseCarshare.com, and the easiest way to do that is to rank high on
Google. My goal is to focus on the key phrase, “24 hour car rental.” Although that rank is
unavailable, meaning it’s not ranked at all, I believe that through a great amount of
optimization, it can successfully be ranked high immediately. The traffic that other websites are
receiving through that key phrase is roughly 4,500 monthly visits. That’s why I believe that with
the introduction of that key phrase will be highly beneficial to not only the What is Enterprise
CarShare? Page, but to EnterpriseCarshare.com as a whole.
Left: A chart containing data
found through
SearchEngineReports.net
demonstrating the ranking of each
key phrase from both competing
websites.

5. Potential Traffic:
Monthly
Search Volume
Number of
Additional Monthly
Additional Visits if
Ranked No.1
Current
Average
Monthly
Traffic
Potential
Monthly Traffic
Range
24 hour car rental 4,400 1,320
162,000
163,230
hourly car rental
2,400
720
162,000
162,720
car share near me 260 78
162,000
162,078
In the chart above, it shows the amount of traffic that EnterpriseCarShare.com could
potentially gain if adding the listed key phrases, if ranked number one in that SERP. It is clearly
shown that the most beneficial key phrase to add would be, “24 hour car rental” which is why I
chose that specific key phrase as my focus. Although the monthly volume is 4,400, on average
the number one ranked link only receives 30% of that traffic, known as a click through rate. In
this case, 30% of that monthly volume for “24 hour car rental” would be 1,320. Although a 30%
click through rate may seem small, that extra 1,320 visitors is a large jump for an average
monthly volume, and it would be nothing less than beneficial.
Ultimate Key phrase Choice: “24 hour car rental”
Using the logic and data I have collected through multiple research outlets I decided to
focus on the key phrase, “24 hour car rental” with an emphasis focusing that key phrase on the
page, “What is Enterprise CarShare?” I believe that this specific key phrase can increase traffic
to the “What is Enterprise CarShare?” page and the overall website. Referring back to the
Keyword Ranking Analysis chart, it shows that the key phrase, “24 hour car rental” isn’t ranked
Above: A chart demonstrating the potential amount of traffic EnterpriseCarShare.com could gain from
adding each specific key phrase to the website.

6. at all for EnterpriseCarshare.com. At first, I thought that since this key phrase isn’t ranked, I
should look for another key phrase to optimize, aiming for a key phrase ranked between 40-50.
After some thought and further research, I referred back to the data found through SEMrush’s
Keyword Magic Tool where it stated that the volume of that key phrase is 4,400. I couldn’t pass
that up. Although our website isn’t ranked yet, I believe it will be with the introduction of this
key phrase. Also, looking at the “N/A” ranking at an optimistic point of view, I thought to
myself, “It can only go up from here.” With the goal of being ranked first on that specific SERP,
we could potentially gain an extra 1,320 visitors to that, “What is Enterprise CarShare?” page.
This leads to my idea of why I believe this page is the perfect candidate for optimization. I think
this page is ideal to create a domino effect, ultimately resulting in a visitor becoming a
customer, or member of Enterprise CarShare. Although the main goal is to drive more traffic,
the “cherry on top” would be to flip that traffic into new customers. Once a visitor clicks on our
link - that is hopefully ranked highly – it will bring them to the “What is Enterprise CarShare?”
page. Stated before, this is a general information page. Here a visitor can see the information
they are looking for, that Enterprise CarShare offers 24 hour car rentals, but can also see the
other appealing factors that makes Enterprise CarShare stand out from your typical car rental
company. This information can gain attention from that visitor and ultimately flip them into a
customer, rather than just a visitor.
HTML: Implementation of Key Phrase Choice:
1. Title Tags
Current Tags:
EnterpriseCarshare.com Title Tag for What is Enterprise CarShare?:
<title>See How Enterprise CarShare Works</title>
ZipCar.com Title Tag for Why Car Sharing? :
<title> The Benefits of Car Sharing | Zipcar/>
Recommended Title Tag:
<title> Your New Form of 24 Hour Transportation | Enterprise CarShare
</title>

7. Explanation:
I chose to create this title tag because I wanted to embrace the fact that the car share
industry is still relatively new and not everyone knows about it or how it works. I think this title
tag can easily spike a visitor’s interest and be intrigued to learn more. Including the word “new”
in the title tag is important because people are always looking for the “new” thing in every type
of industry. I also believe that including the word “your” makes it personal and enticing.
Including the key phrase, “24 hour car rental” is important for optimizing the page of the
website. In this case, I think leaving off the “car rental” is okay to do, due to the fact that “24
hour car rental” would be included in the meta description tag directly below it. I believe that if
I were to use the full phrase in both places, Google would flag the title tag and meta tag for
“stuffing” and penalize the link as a whole. Finally, adding the pipe symbol, “|” makes the link
look clean, professional and most importantly, clickable. Although the current title tag entices
visitors to see how Enterprise CarShare works, I think it is lacking the concept of understanding
that the phrase, “carshare” can be confusing to those who have never heard of it. Since
Enterprise has an established rental company, visitors may not think that there is another
branch of rental services through Enterprise.
2. Description Meta Tag
Current Meta Tags:
EnterpriseCarshare.com Meta Description Tag for What is Enterprise CarShare?:
<meta name="description" content="Enterprise CarShare is an
automated way to rent a vehicle by the hour, the day, or overnight."/>
Above: This is the current title tag for Enterprise CarShare’s “What is Enterprise CarShare?”
page.

8. ZipCar.com Meta Description Tag for Why Car Sharing?:
<meta name="description" content="Learn more about the benefits of
car sharing in your city. Zipcar is the world’s largest car sharing and car
club service. We are an alternative to traditional car rental and car
ownership." />
Recommended New Meta Tags for EnterpriseCarshare.com:
<meta name=”description” content = “Enterprise CarShare is a 24 hour
rental company that makes it easy to rent, drive and return any hour of
any day.”>
Explanation:
A meta description tag is a snippet used to give a general summary of a web page’s
content. They are 160 characters maximum and are located under the link that appears on a
SERP. They allow potential visitors what the page is about before clicking on the link. The
current tag is a decent tag to let visitors know what is on the “What is Enterprise CarShare?”
page before clicking on the actual link. These are great to entice potential visitors to click on a
specific link.
As I was researching, I used Google to search for the specific web page, “What is
Enterprise CarShare?” by copying and pasting the exact URL in the search bar. I found that the
number one ranked link is the page I was looking for, but the meta tag was not the exact tag
located in the Page Source of the “What is Enterprise CarShare?” page. As shown in the screen
shot above, the meta description tag that Google generated for that page doesn’t match what
the intended description. This typically means that Google doesn’t “like” the meta description
tag the website page initially intended to display, so it makes its own based on random snippets
pulled from the page content. Although this flaw isn’t necessarily huge, it can definitely play a
Above: This is the current meta description tag for Enterprise CarShare’s “What is Enterprise
CarShare?” page.

9. role in driving a potential visitor away due to the fact that the meta description tag not
matching the necessities for that visitor or attracting his/her attention. This alone showed me
that the meta description tag for this page is already unsuccessful because it isn’t even being
used.
There were multiple factors I took into consideration when it came to creating a new
meta description tag. My first thought was to create a tag that could suffice multiple needs. In
the tag I created it is stated that Enterprise CarShare is an “easy”, “rental company” and
available at “any time of any day.” I believe that these terms can easily gain attention from
potential visitors. I made sure to include “rental company” rather than just “car/ride share”
because potential visitors who may be unaware of this type of rental service may find those
terms confusing and look for another link to click that sounds more familiar.
Another factor I considered was to use the intended key phrase once and not “stuff” the
key phrase to avoid penalties from Google’s ranking. “Stuffing” is a SEO factor that means
excessively using the same words in order to gain Google’s attention in hopes for a higher rank.
This, however, does the opposite and penalizes a website that “stuffs” keywords/phrases which
results in a lower rank and Google won’t send traffic to that site. In order to avoid stuffing but
still reinforce the fact that Enterprise CarShare is available 24 hours a day, I made sure to
include “any hour of any day.”
The last major factor I used to help create the meta description tag was to use to word,
“easy.” This was important to me because I know that everyone in the market for practically
anything is looking for services that are quick and easy. Making it known that Enterprise
CarShare prides itself in their easily available service is a big role when it comes to gaining
traffic.