1. Trent Spinner
Web Pub
April 6, 2019
SEO Keyword Research & Analysis for EnterpriseCarshare.com
The keywords/phrase I think will drive the most traffic:
The page I’ll be optimizing:
https://www.enterprisecarshare.com/us/en/programs/government.html
Content Focus for Keyphrase Optimization:
The page that I will be optimizing for Enterprise Carshare is the government page. The
reason I chose this page is because of the lack of government pages located on car sharing
competitor’s websites including places like Zipcar and Turo. Focusing on traffic from military
and government officials would allow for an increase in potential visitors and increase revenue
as a whole. The page includes important information about how the government can use car
sharing and the discounts that can be given for those officials. This site page allows for a
stronger presence in variety to the website and with that comes new cliental to the page. In the
latest metrics there are over two million United States government employees (governing.com),
in that group many of
them search for discounts
from a variety of
different services. The
screenshot from
SEMrush.com indicates
that fact, the average
monthly search for the key
2. Trent Spinner
Web Pub
April 6, 2019
term military discounts is 12,100. This term builds on the government page as it indicates there needs to
be more spread on what key terms bring visitors to the webpage. Ithica car shares is the closet
resembliance to the government page, in their why car share page. The reason is because it discusses
government agencies and what they can get out of car sharing.
Keyphrases Considered:
Phrase 1: Military discount car rental
Monthly Volume: 6,600
General Search Trend: Volatile
Phrase 2: Military car rental
Monthly Volume: 1,600
General Search Trend: Increase
3. Trent Spinner
Web Pub
April 6, 2019
(The screenshot from SEMrush.com indicates that the top results on the page from my quarry is
military discount car rental and military car rental.)
Phrase 3: Car sharing
Monthly Volume: 12,100
General Search Trend: Increase
When I decided to focus on the government page, I figured that I needed to focus on the
aspects that would make a government worker visit the page. Since the military takes up a vast
majority of government workers it was obvious to include aspects of the military in the key term
searches. I found that two of the most searched terms within military quarries dealing
specifically with cars was “military discount car rental” and “military car rental” both these
terms would fit accordingly on the government page. Before I found either of these terms I
4. Trent Spinner
Web Pub
April 6, 2019
searched for things on government including, “government employee car rental,” “government
employee discount car rental” and “government car share,” none of which entered into the
thousands when looking at the average search rate per month. So when I thought about the
amount of people this search would bring in, I thought it would be useless to optimize the
website for anything less than a thousand views. The key phrase, “car sharing” was included in
the quarries because of the importance to focus on one term that is periodically throughout the
website already. Each one of the quarries also had good numbers as it goes for trends. Both
“military discount car rental” and “car sharing” have a positive trend, while “military car rental”
has a volatile trend. All of these trends fit the factor that my three key terms would bring more
traffic to the website and continue to increase the amount of traffic over a large span of time.
Google Trends Analysis:
5. Trent Spinner
Web Pub
April 6, 2019
When I first glanced at the graph, I noticed that the SEMrush data on “military discount
car rental” and “military car rental” were switched. After looking at Google Trends I figured that
it would be safe to say that the keyphrase “military car rental” is more effective than previously
expected. Other than aspect I found that “car sharing” and “military car rental” are both
increasing at a significant rate and seems like it will increase over a span of time in the future.
“Car sharing” is the leader in increasing data tendencies and that seems standard as the idea of
car sharing becomes more popular and becomes more convenient for people. The same idea goes
for “military car rental” as the car sharing business grows, so does the consumer intake including
the military.
Keyword Ranking Analysis:
EnterpriseCarshare.com www.ithacacarshare.org
Military discount
car rental
N/A N/A
Military car rental 83 N/A
Car sharing 28 54
Due to the lack of government pages on car sharing websites the Ithaca car share
webpage that mentioned government car shares was put in the comparison. For that fact Ithaca
car share does not have many of the matching key terms that I used for the Enterprise Carshare
government page.
This chart provides me with more insight on my decision to choose my key word as the
chart says “military car rental” is the 83 ranked on Enterprise Carshare and “Car sharing” is the
6. Trent Spinner
Web Pub
April 6, 2019
28 phrase. After examining the chart, I favor the “military car rental” phrase to help optimize the
website. The reason is when running a quarry on different pages of the website “car sharing”
ranges from 28 to top five according to searchenginereports.net. So after that fact, “military car
rental” becomes the obvious pick to grow the website audience, especially being ranked 83.
Potential Traffic:
Monthly
Search
Volume
Number of
Additional
Monthly Visits if
Ranked No. 1
Current
Average
Monthly
Traffic
Potential Monthly
Traffic Range
Military discount
car rental
6,600 1,980
167,000
168,980
Military car rental 1,600 480 167,480
Car sharing 12,100 3,630 170,630
In the potential traffic data table, I found that the key term “car sharing” would bring the
most traffic to the page compared to the other two terms. As I stated above though, due to “car
sharing” being a popular term on other parts of the website, it would end up not bringing as
much traffic as that of “military car rental.” The table above is not accurate in the regard that
Google Trends said “military car rental” had more searches then “military discount car rental.”
For this fact I am judging the actual amounts by Google Trends in saying that “military car
rental” would bring the most traffic to the overall website.
7. Trent Spinner
Web Pub
April 6, 2019
Ultimate Keyphrase Choice: Military Car Rental
I chose “Military car rental” as my ideal phrase due to the amount of variety the phrase
includes and the increase in search volume from Google Trends. When looking through the
information it would seem that “car sharing” is the ideal phrase to drive traffic, but with this
specific page type, it is better to use a government oriented phrase. As well “car sharing” is
ranked higher in other locations in the website, so to have two pages optimized for the phrase
“car sharing” is not helpful to grow the overarching user amount. So when I looked through the
key phrase, “military car rental” I found that with the amount of searches from SEMrush and the
Google Trend made it an ideal phrase to use. As well it gives a broader audience as car sharing
can be important to military life as a whole. To go along with that analysis, the keyphrase is set
to continue growth in search volume according to Google Trends, so it made it a great phrase to
grow future user clicks.
HTML: Implementation of Keyphrase Choice
1. Title Tags
Current Tags:
EnterpriseCarshare.com Title Tag for the Government page:
<title>Car Sharing and Car Rental for Government- Enterprise CarShare</title>
Ithacacarshare.org Title Tag for the Why Carshare page:
<title>Why Carshare? | Ithaca Carshare</title>
Recommended New Title Tag for EnterpriseCarshare.com
<title>Car Sharing and Government/Military Car Rental- Enterprise CarShare</title>
8. Trent Spinner
Web Pub
April 6, 2019
Explanation:
In the Periodic Table of SEO Success Factors the title tag receives one of the biggest
boosts to the optimization of the website. So with my key term being “military car rental” it
is important to update the title in order to get the search engine results that I would need to
increase page viewership. So I decided to make a slight change to the title name to include
my key word to make sure that if someone was searching that key word they would be led to
our website. Outside of that as I examined our competing website there wasn’t much overlap
as their page is primarily built to introduce people to the idea of car sharing. Due to the
inability to find a government specific site on the opposing website there isn’t much ability to
compare the two. The fact is both sites will reach different demographics, but if someone in
the government or military was searching for car sharing specifically for their functions they
would be led to the Enterprise Carshare website. So the adaption of the title is important to
that fact and helps grow the overall audience of Enterprise Carshare.
2. Description Meta Tag
Current Meta Tags:
EnterpriseCarshare.com Meta Description Tag for Government page:
<<div class="intro"><p style="text-align: center;"><span class="p-body">Our
government car sharing programs help a variety of government agencies and organizations
reduce their fleet costs and meet sustainability goals. Plus it’s a great employee perk and cuts
emissions in the community.</span></p>
This is the specific title shown in the SERP
9. Trent Spinner
Web Pub
April 6, 2019
Ithacacarshare.org Meta Description Tag for Why Carshare page:
div class="textwidget"><p>Ithaca Carshare is a local nonprofit with the mission of
enhancing community access to transportation while reducing negative environmental and
economic impacts of car use. We are invested in staying in touch with the
community’s interests and needs.</p>
Recommended New Meta Tags for EnterpriseCarshare.com
<<div class=”intro”><p style=”text-align: center”><span class=”p-body”>Our government
car sharing programs help a variety of government agencies like military car rentals to reduce
their fleet costs and meet sustainability goals. Plus it gives military members and government
employees perks and helps cut emissions in the community. </span></p>
Explanation:
This Meta tag is not as important as the title, but it still plays a big part in the SEO tactics
and how Google reads the page. This is one of the second biggest things, because this is a
secondary identity for the website in the search engine. It provides an understanding of what
the websites content is and what is broadcasted to the users as well. So putting my key word
into the description of the website was crucial to helping optimize it and get the best rank
possible. The current tag mentioned military life and government agencies, so it was a great
start already to the description. I made a few changes to it though as I added more info on the
This is how the
description shows up
on the SERP
10. Trent Spinner
Web Pub
April 6, 2019
“military car rentals” to give Google the key word once again to use in the search. By using
the key words once again it gives Google multiple chances to sort the webpage to the
appropriate keyphrase and eventually gain traffic for the website. As well I added more info
on government car sharing to hit all sides of the web page identity.
3. Image ALT Text
EnterpriseCarshare.com Image Tag Details:
Image file name = <img src="/content/dam/ccw/images/CarShare_Government.jpg"
class="img-responsive">
Alt text = N/A
Recommendation to Improve EnterpriseCarshare.com image name and ALT Text:
Image file name= <img
src="/content/dam/ccw/images/CarShare_Government/Military_Car_Rental.jpg" class="img-
responsive">
Alt text = <img alt=”Car in front of a building, Military car rental, government car rentals>
11. Trent Spinner
Web Pub
April 6, 2019
Explanation:
Alt tags are important to SEO, because they give Google yet another chance to recognize
your webpage by putting the key phrase within the main images on the page. Alt tags are used to
give a caption with an image on the website and it helps identify key phrases to Google. The Alt
tag is also important for the fact that they give people that are visually impaired a chance to read
your image and understand what is happening. This will also give another chance to improve the
quality of the website, which gives Google a chance to give the webpage a higher ranking then
before.
12. Trent Spinner
Web Pub
April 6, 2019
Citation:
Enterprise Carshare. (n.d.). Car Share for Government. Retrieved from
https://www.enterprisecarshare.com/us/en/programs/government.html
Google. (n.d.). Google Trends. Retrieved from https://trends.google.com/trends/?geo=US
Governing. (n.d.). Federal Employees By State. Retrieved from
https://www.governing.com/gov-data/federal-employees-workforce-numbers-by-
state.html
Ithaca Carshare. (n.d.). How & Why. Retrieved from
https://www.ithacacarshare.org/how/
Keyword Rank Checker | Best Free Keyword Position Checker Tool. (n.d.). Retrieved
from https://searchenginereports.net/
SEM Rush. (n.d.). Retrieved from https://www.semrush.com/analytics/seomagic/start/
