The document provides an SEO keyword research and analysis for EnterpriseCarshare.com. The author analyzes keywords related to business fleet vehicles and chooses "Fleet Vehicle" as the optimal keyword. They recommend changes to the website's title tag, meta description, and adding alt text to images to better optimize the page for the chosen keyword. Analyzing metrics like search volume, trends, and potential traffic, the author determines "Fleet Vehicle" would drive the most visitors to the site.

1. Abby Lewey
Spring 2019
Jacquie Lamer
April 6, 2019
SEO Keyword Research & Analysis for EnterpriseCarshare.ccom
The keywords/phrase I think will drive the most traffic: Fleet Vehicle
The page I’ll be optimizing:
https://www.enterprisecarshare.com/us/en/programs/business.html
Content Focus for Keyphrase Optimization:
The content that I decided to focus on was the business page on EnterpriseCarshare.com.
The contents focus on my chosen page is Carshare for Business which has many interests for the
visitors to look for such as fleet size reduction, cost reduction, business benefits, and even the
custom programs that the business holds. I believe that the content on this page will drive the
most traffic due to the fact that this page has many sources that a visitor can search for and find
the most accurate material they may need using search volume. The search volume indicates how
often something is searched. For example, a visitor may look up something that is searched many
times over a span of time increasing the trend or ranking of the keyword. Comparing, Zipcar to
Enterprise Carshare, Zipcar’s business page seems to look similar to Enterprise Carshare. As
shown in the screenshots below, you can see that Enterprise Carshare (first screenshot) and
Zipcar (second screenshot) have the same format types. The second screenshots have the same
format, although there is different material such as benefits, and how the company works.

2. These two websites both have people on the front cover that are both on the phone which
renders that they may be calling the service which portrays sort of like an ad. Pictures are
something that can help build traffic to the website and lead visitors to be more curious when
entering the website, but also the information that a visitor may be looking for. Although, they
do have different information as also shown in the screenshots. Further down in the paper are
some similar content such as a brief description overview of the website, “How does the
business work?”, “Business benefits and more which are paraphrased or reworded.
Keyphrases Considered:
The top three phrases are the content that I feel will drive the most traffic:
1. Vehicle Write Off for Business 2018
2. Fleet Lease
3. Fleet Vehicle
Phrase 1: Vehicle Write Off for Business 2018
Monthly Volume: 880

3. General Search Trend: Up
Phrase 2: Fleet Lease
Monthly Volume: 590
General Search Trend: Steady
Phrase 3: Fleet Vehicle
Monthly Volume: 1,900
General Search Trend: Steady
I used SEMRUSH Magic Tool in order to narrow my choices down to three pages. The
first thing I did was get on my account to SEMRUSH which was created on my first assignment.
I hovered my mouse on the navigation tool on the left side and clicked on SEMRUSH Magic
tool. I began my queries by running multiple keywords that I thought would best fit my page.
Some of the queries that I ran were “Fleet Lease, Business Rates, Company Vehicle, Business
Fleet, Fleet Vehicles, Business Tax, , Business Benefits, and Business Reduction.” However, As I
was searching, I ran into some issues with some trend rates that decreased or dropped drastically,
and volume that barely reached the 200’s in some (Business tax, Business Benefits, and Business
reduction were low). Furthermore, I found my top three keyphrases that were Fleet Vehicle,
Fleet Lease and Vehicle Write Off for Business for 2018. I saw that out of the phrases I searched
for, Fleet Vehicle had the largest volume of 1,900 with a constant trend which caught my eye.
The traffic that went to Fleet Vehicle as well as the other two keyphrases that I chose had some
good volume as well as the trends. These phrases relate to my topic in a way that I can
understand and search for EnterpriseCarshare.com. I believe they relate due to the fact that the

4. information on the fleet is an important part of the Enterprise business website that most people
would look for, which draws the traffic to the website.
Google Trends Analysis:
This screenshot below is a photo of the three keywords that I chose to do, used in Google
Trends. In the first screenshot below, Vehicle Write Off for Business 2018 is the blue at the very
bottom. Unfortunately, it is a dead subject. The reason behind the dead subject is that this is a
Long tail keyword which are not very competitive and don’t drive as much traffic. However, On
SEMRUSH, there was a volume of 880 with the trend peaking in an upward position meaning
that this keyword in fact had traffic in a steady way which was a very interesting approach. The
volume level of this keyphrase was shocking with how specific the wording was.
Moving on to Fleet Lease which is in red, show a volatile trend compared to SEMRUSH
which showed a steady trend. However, as we could see in the screenshot, the red is not only
volatile, but the red line drops off at the end of the chart which shows the disinterest and lack of
activity of visitors searching for this keyword. Moving onto the Fleet Vehicle in yellow, we can
see that this part of the chart is doing particularly well. We can see that is also an unstable trend,
but as the time goes on. The end of the chart peaks back in the upward position. Comparing the
Fleet Vehicle to SEMRUSH, the information is quite accurate. For example, in the chart the

5. volume is quite high which a great thing to have is. The higher volume is the amount of people
are visiting your site.
Keyword Ranking Analysis:
Keywords EnterpriseCarshare.com Zipcar.com
Vehicle Write off for
business 2018
N/A N/A
Fleet Lease N/A N/A
Fleet Vehicle N/A N/A
After comparing charts between EnterpriseCarshare.com and Zipcar.com, there were no
rankings on either one of the reports for my three rankings. As said in class, low rankings or ones
that don’t quite rank are okay.

6. Potential Traffic:
Monthly Search
Volume
Number of
Additional
Monthly Visits
if Ranked No.1
Current
Average
Monthly
Traffic
Potential
Monthly
Traffic
Vehicle Write
Off for Business
2018
880 264 135,777 136,041
Fleet Lease 590 177 135,777 135,954
Fleet Vehicle 1,900 570 135,777 136,347
Reviewing the chart above, it shows the monthly search volume, number of monthly
visits, current average monthly traffic and potential monthly traffic. I found that Fleet Vehicle
has the highest amount of volume, monthly search volume and even the highest amount of traffic
compared to Fleet Lease, and Vehicle Write off for Business 2018. This chart shows that Fleet
vehicle has the highest amount of traffic which is what we are looking for in this part of the
paper.
Ultimate Keyphrase Choice: “Keyphrase”
The final keyphrase that I chose to use is Fleet Vehicle. This keyphrase/ keyword has
been researched and entered into as 135,777 time monthly which is the highest out of the rest of
my keywords. This topic relates to Enterprise for the fact that a fleet vehicle is the most
important thing that a visitor would look for on the business side of EnterpriseCarshare.com.

7. Fleet vehicles are groups of vehicles owned or lease by a business, or organization. It’s pretty
obvious, that searching for a fleet vehicle in the business tab of Enterprise would be the way to
go. The more this keyword was used, the more volume and trend went up and was being
discovered while comparing the sites in SEMRUSH, Google trends, and the analysis driving the
most traffic to the website.
HTML: Implementation of Keyphrase Choice
1. Title Tags
Current Tags:
<title>Car Sharing and Car Rental for Business- Enterprise
CarShare</title>
<title>Car Sharing for Business | Zipcar</title>
Recommended New Title Tag for EnterpriseCarshare.com:
<title> Enterprise Car Rental Business. </title>
Explanation:
The title tag is an HTML element that describes the title of a webpage. Title tags are
displayed on SERPS, or search engine results pages as a headline that is often clicked to give a
result. These are important when using SEO, Usability and Share tools in social media, browser
tabs, and bookmark titles. The Title tag is important because a title tag lets the viewers know
what they’re looking for. For example, if I were to search for “Zappos high heels for women.” I
would want something that is as close to exact. Something that isn’t a misleading headline.

8. Below is a screenshot that shows how my chosen page appears in a SERP vs screenshot
two which shows the SERP of ZipCar’s business page. The arrow in red is point to the
title/headline for the search in the screenshots below. Moving along, I have found a few
differences and similarities. I have noticed that Enterprise does not have an ad at the very top,
although, if I type “Enterprise Carshare business” the chosen site that I picked shows up first
(Without the ad of course like shown in the screenshot.) The title tag for Enterprise seems
straight to the point, stating that this is a business car rental program that allows companies of
any size to access their program. However I found that Zipcar Car sharing for business is an
appropriate title as well. Comparing the sites to each other, Enterprise didn’t have an Ad like
Zipcar did, however Enterprise Carshare was still number one on the SERP as shown in the first
screenshot that is zoomed in. For Zipcar, Even with the Ad, Zipcar is also number one on the
page which leads me to believe these websites have been great competing sites to compare to.

9. Moving on, I recommended a new tag to draw a sense of purpose the assignment. I
recommended the new title tag because I felt like the tag would really help increase the amount
of traffic to the website. The more detailed the title, but to the point, the more viewers may be
interested in what the website has to offer in my opinion. Using the title, “Enterprise Car Sharing
business” is descriptive and to the point, so if someone happens to search for car rentals, this
may be one of the first few searches to pop up depending on the ranking of the website.
2. Description Meta Tag
Current Meta Tags:
<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."/>
<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=” A car rental program for all sized businesses that
offer business rental programs designed to meet your specific needs for transportation
while saving time and money ”>
Explanation:
The description tag is so important to a visitor or someone using SERP. The Meta tag
plays a role in advertising copy meaning that words are copied typically from the website

10. to make a description. This meta tag draws readers to a website from a SERP, meaning
that this part of the website is a very visible and important of search marketing and
driving traffic to your website. Making a readable, and detailed description using
keywords, can improve the CTR (Click-through rate) for a webpage as well.
According to the screenshot for my chosen page, you can see that the red arrow is pointed
to the description below.
Comparingthe sites, bothsitesare a rental company,sothe formatseemsprettysimilar.However,
Lookingat Enterprise andZipcar’sscreenshots,Enterpriseseemstohave lessinformationaboutthe
business.Although it’sshortandtothe point. I foundthat these twowebsitescame upaftergoogling

11. “Zipcar” “enterprise”and“business”Accordingtothe description,itseemslike enterprise’sdescription
was notas eye-catchingasZipcarsso I recommendedtochange the descriptionto,“=” A car rental
program forall sizedbusinessesthatofferbusinessrentalprogramsdesignedtomeetyourspecific
needsfortransportationwhilesavingtime and money”.Ibelieve thatthe recommendationchangesare
a useful tool formychosenkeyphrase because the descriptionmaybe more eye-catchingtoviewers
searchingforthese specifickeyphrasesorwordswhichwill draw evenmore trafficandhopefullyraise
trendsto the chosenwebsite aswell.
3. Image ALT Text (NOT REQUIRED TO DO BUT CANEARN UP TO 5 EXTRA POINTS)
The picture above is a picture of the Enterprise Carshare van which is used for custom
programs. These programs include options for dedication vehicles with the model and make
selected by the customer, customizable billings and reporting options, co-branding opportunities

12. and more. Enterprise Carshare’s team located in Chicago worked with a company known as Zero
percent to develop a transportation model for the company.
EnterpriseCarshare.com Image Tag Details:
Image file name = “Myfile=open/Content/dam/ccw/business/zero-percent.jpg”
As for the alt text, there wasn’t any that I could see in the Inspect or page source.
Recommendation to Improve EnterpriseCarshare.com image name and ALT Text:
As shown in the screen shots above highlighted in yellow, I found the image source as well as
the file name. However, the alt text was not visible. Below is my recommendation for the alt and
image name.
Image name recommendation =”Enterprise’s company van.jpg”
Alt text = “Enterprise Carshare business van”

13. Explanation:
Furthermore, I would recommend to add an alt tag to describe the picture above instead
of just having a photo with no alt tag to describe the content of the photo for visitors that cannot
see the photo in their browsers. Applying an alt tag for search engines can make a positive
impact on the SEO rankings as well. I recommended the keyphrases above in order to draw more
traffic to my website. With an alt text, and a name that’s short but to the point, I may be able to
draw attention to visitors and hopefully the ranking as well as trend/ volume of my site will
increase.