This SEO research paper challenged me to find different keyphrases that would optimize a specific page on Enterprise CarShare.com

1. Makenzi Turley
SEO Keyword Research & Analysis for EnterpriseCarShare.com
The keywords/phrase I think will drive the most traffic:
“car service”
The page I’ll be optimizing:
enterprisecarshare.com/us/en/programs/business.html
Content Focus for Keyphrase Optimization:
I decided to focus on the business aspect of the website. I think this page is overlooked
and a lot of businesses are missing the opportunity to save money on company cars. I think by
making “car service” more accessible to business professionals on SERPs, Enterprise Car Share
will pull in more traffic if the key phrase “car service” was optimized.
Each keyphrase that I have chosen is important to the specific business page. A visitor
who is looking for a different way to handle company cars, looking to reduce their businesses
mileage reimbursement or simply want a new car service for their business then they would
come to the right website. When I think of the phrase “car service” I think of it from a business
standpoint that companies may use a specific car service when they travel, or need a way of
transportation while at work. Instead of letting employees drive their own cars and reimbursing
them for the mileage they used, it would just be easier to use Enterprise Carshare and not a lot of
businesses realize that that is an option for them. By using these keyphrases to drive traffic to the
page visitors will find exactly what they need or even discover the option in general.

2. Keyphrases Considered:
The keyphrases that I think would drive traffic to Enterprise Carshare include: company
car, mileage reimbursement and car service. I decided that these phrases would be the best to
optimize this page not only because they stuck out to me the most, but because their volume and
difficulty were higher than the other phrases that I had searched.
When I used the tools SEM Rush and Google Trends to test my findings, I found that
these words were by far the best ones that I had previously searched like, fleet of vehicles,
transportation model and business benefits. I decided to shy away from the other words because
the volume of each phrase was very low in comparison. Another big reason I decided to go with
these words was simply because I was trying to find keywords that optimize the business page on
the website I tried to stay away from generic words such as car share. I wanted to find words that
relate to the business aspect of the page rather than the website as a whole.
Phrase 1: company car
Monthly Volume: 880
General Search Trend: Steady
Phrase 2: car service
Monthly Volume: 40,500
General Search Trend: Volatile

3. Phrase 3: Mileage reimbursement
Monthly Volume: 12,100
General Search Trend: Volatile
I used SEMrush’s keyword magic tool by typing in each word that I thought would be
beneficial to optimize. I then analyzed the amount of volume each word gets from users. Once I
looked at these numbers I went down the list from there. I looked at the keyword difficulty index
which gave me an idea of how hard it would be to outrank other competitors. These categories
are important because it gives us a better idea of which keywords would work better in on search
engine result pages.
Google Trends Analysis:

4. This Google Trends screenshot gives you a better idea of which keywords are better than
others. As you can tell, car service trends much higher than company car and mileage
reimbursement.
Keyword Ranking Analysis:
EnterpriseCarShare.com ZipCar.com
company car N/A N/A
car service N/A N/A
mileage reimbursement N/A N/A
I was disappointed with these results for all three keywords. However, I do understand
that I am trying to optimize a fairly unknown page in which I am trying to change. I think that
these words are still good to try and optimize simply because they are clearly related to the
business page. The visitor would find the specific page if the content is what they were looking
for. These words are specifically for the actual business page, so it makes sense that the business
page is not ranked among other pages. The good news is, our competitor ZipCar is also not
ranked.
Potential Traffic:
Monthly
Search
Volume
Number of
Additional
Monthly Visits
if Ranked No. 1
Current
Average
Monthly
Traffic
Potential
Monthly
Traffic
company car 880 264 162,264
car service 40,500 12,150 162,000 174,150
mileage reimbursement 12,100 3,630 165,630
Potential traffic is an extremely important factor to finding the appropriate keywords and
phrases. The monthly search volume is the number found on SEMrush that gives you an idea as

5. to how many times the keyphrase was searched. If the page is ranked number one in SERPs it
will have 30% additional monthly visit rate than usual. I found the current average monthly
traffic number from SEMrush. Since the site gave us the current average monthly traffic you
would then just add 162,000 to the number of additional monthly visits if ranked number one to
find the potential monthly traffic variable.
Ultimate Keyphrase Choice: “car service”
I chose “mileage reimbursement” solely on the fact that it had a volume rate of 12,100 on
SEMrush, while I chose “company car” based on my findings in Google Analytics. The reason I
decided to focus on the phrase “car service” was because both SEMrush and Google Analytics
had high results on both websites.
HTML: Implementation of Keyphrase Choice
1. Title Tags
Current Tags:
EnterpriseCarShare.com Title Tag for Car Share for Businesses:
<title>Car Sharing and Car Rental for Business- Enterprise CarShare</title>
ZipCar.com Title Tag for How Zipcar for Business Works:
<title>Car Sharing for Business | Zipcar</title>
Recommended New Title Tag for EnterpriseCarshare.com:
<title>A New Kind of Car Service - Car Sharing for Business - Enterprise
CarShare </title>

6. Explanation:
Title tags are important because the title is the first thing a visitor sees on the SERP. There
are multiple other places that the title tag can be found. The browser tab is another good example
as to why the title tag is important. The browser tab at the top of the page tells you what page
you are on. The title can also be found on the bookmark saved on one’s computer. The title is
also found on social share tools as well. If someone were to share the page on Facebook the title
would be what was displayed under the post so the reader knows what page they will be directed
to.
The title tag does include some important words like “Enterprise CarShare”, “Car Sharing”
and “Business.” However, I do think having a creative title like the one I recommended would be
beneficial because it sticks out among other titles.
When it comes to ZipCar, I think that their title is extremely boring. I think this because it
uses the words are bland and they do not stick out as much as a creative title would. It is very
simple.
2. Description Meta Tag
Current Meta Tags:
EnterpriseCarShare.com Title Tag for Car Share for Businesses:
<meta name="description" content="Join the Enterprise CarShare program to
reduce your fleet cost and offer employee access to cars they need to get
things done."/>

7. ZipCar.com Title Tag for How Zipcar for Business Works:
<meta name="description" content="Zipcar is the world’s largest car sharing
and car club service. Sign your company up for Zipcar for Business. Get
access to cars parked where you live and work. Reserve and drive by the hour
or day."/>
Recommended New Meta Tags for EnterpriseCarshare.com:
<meta name="description" content="Check out car service options at Enterprise
CarShare for your business needs."/>
Explanation:
The meta tag is important because it is the description of the page. It basically gives the
visitor a brief preview of what the page will display once it is clicked on. It is important to have a
good description so people are able to understand what the page holds. It is also important to
make it brief considering there is only a certain amount of space before the description is cut off.
As you can see, the meta tag that is seen on Google SERP is not the same meta tag that is
listed within the page source view of the website. The meta tag that was created by Enterprise
CarShare has errors in it. “Join the Enterprise CarShare program to reduce your fleet cost and
offer employee access to cars they need to get things done,” this meta tag could be better. Google
thought that content within the website would be a better fit for what is displayed on the SERP.
I think my recommended changes makes more sense than the current meta tag. I think
this because it reads better. I included car service because I personally think the keyword will
help drive traffic to the business page.
slideshare.net/MakenziTurley