Keyword SNAPSHOT �SEO Dept.- Jose Serrano�Columbia Business School

SEM Rush Domain Overview

• Organic traffic is more than 10 times Paid Search traffic
• KW for Paid Search can definitely be improved but through very selective KW
• Mobile search is a significant amount to be overlooked

Hertz Keyword Rankings

• CPC for HERTZ is at a median where everything below the hertz keyword value is a positive action
• Keyword selection for more generic terms will open new traffic (Keyword association)

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5 strategic keywords to keep

• The five keywords below provide for the most amount search volume

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• Five keywords provide the most traffic

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• Not necessarily the highest CPC either

5 strategic Keyword Quick Wins

• Keywords in the next level of search volume range but if you see closely not choosing keywords that have a different call to action than renting a car (hertz stock = could be voided)
• Biding for keywords that have a must call to action such as hertz “airport”
• Linking these keywords to a call to action at the airport (coupon landing pages at the airport only)
• Backlinking Hertz to all the airports (White Hat Links) and others
• Concentrating on Keywords that also have some traffic and that are more generic terms

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5 strategic Keyword Long Terms Targets

• Review the KW positions as they have somewhat the same above 30K distribution
• Review your competition KW
• Rely more on organic search as Hertz is already a branded name
• Rely on KW that necessarily do not have the Hertz word

Recommendations for next quarter

• Keywords for Hertz can always be perfected in detailed analysis
• Focus on the mobile app keywords, user friendly app, and call to action
• Rely on the organic search advantage that Hertz branded image provides
• Continue with Backlinks across same industry provider/clients that will

persist with organic search increase rank

• Create new keywords for the separate business units Hertz may want to

develop such as rented car sales inventory