SEO – Organic Search

Search engines like Google, Yahoo and Bing are a primary source of highly-targeted web traffic. SEO is the practice of improving and promoting a website in order to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on the page to the way other sites link to a specific URL to the underlying website structure. SEO Strategy Highlights

Search programs at Citrix are focused on driving highly qualified visitors to, our global web properties and campaign microsites. Approximately 40% of our total site traffic comes from organic and paid search channels.

The SEO strategy is based on an understanding of what our users are searching for and what they expect to find when conducting those searches.

  • Keyword research: To understand how users are searching for our products and services, we perform extensive keyword research. We use a number of data points to identify terms and strategically select the keywords that will drive the most targeted traffic to the site. Note: We are limited in the number of terms we can effectively target on any given page of the site, so it’s critical that we focus our efforts on the most important terms.
  • Keyword mapping: After selecting our keyword terms, we map them to individual pages of the site. The keyword map aligns to both the implied search intent of the keyword as well as the customer journey, so users earlier in the buying cycle will land on pages with broader, education level content. Users who are later in the buying cycle will land on pages with more detailed product level information. Note: Mapping terms to individual pages helps us establish a single, authoritative source for the specific keyword and helps the search engines understand which page is the most relevant to the user’s specific search.
  • On-page optimization: Once the keyword map is established, we implement the keywords into the web page. This process involves developing unique, valuable content that builds relevance for the selected keywords. We also incorporate the term into several page components, including the meta tags, heading tags and internal links. Note: Creating unique and valuable content helps the search engines see our website as a good resource for users. It is also an effective way to ensure that users have a quality experience on our site.

How do we select keywords?

We use industry-standard keyword research tools to identify high-volume search terms that align with our products and solutions. Factors like user intent, competitive metrics and industry trends are also considered to ensure we select the most relevant terms.

Why are the rankings I see different from the monthly report data?

Search engine rankings constantly fluctuate and several factors can impact the search results that are provided for a given search. For example, search results can be personalized based on: search history, device type, language preferences, social connections, location and more.

I searched for XYZ and isn’t ranked, why?

The SEO strategy is focused on building search visibility across the most relevant, high-volume search terms. If you search for a term and don’t see the site ranked, it may be that we are not optimizing for that specific keyword. Alternatively, factors like search competition or result personalization may impact our search rankings.

What factors impact rankings?

Search engine algorithms are complex – for example, Google’s algorithm uses 200+ signals for ranking, and many of those signals have 50+ variations. Ranking factors also change over time as search engines continue to refine their algorithms. However, some primary ranking factors include: domain history/authority, content quality/relevance, site architecture, personalization, social signals and more.

How can we rank higher for a specific search?

The search engines strive to deliver the most relevant, useful results for a user’s search. In order to rank well for a given search query, our site needs to be recognized as a valuable, accurate resource that provides content that meets the user's needs. Creating high-value content that follows SEO best practices is the best way to rank higher for a specific search term.

How do we evaluate SEO success?

SEO success is measured by a combination of search rankings, organic traffic quantity, and organic traffic quality. KPIs such as bounce rate, time on site and pages/visit provide insight into user engagement so we can evaluate the effectiveness of our SEO strategy.