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We were able to expand the number of keywords, and now, instead of 500 keywords, we've opted for 10,000 now.
Gavin Chiu
Vice President SEO at Encyclopedia Britannica
Case study
Encyclopedia Britannica transformed its SEO program by scaling from 500 to 10,000 tracked keywords with Keyword.com, enabling the team to identify and refresh underperforming content at enterprise scale.
Encyclopedia Britannica is one of the world's most trusted knowledge brands, first published in 1768. After transitioning to a fully digital model in 2012, the organisation has focused on building a strong organic search presence to reach readers across the globe. Today, SEO is central to its digital strategy.
The Encyclopedia Britannica SEO team was limited to tracking just 500 keywords at a time with their previous tools. For a site with thousands of articles spanning every topic imaginable, this was a significant constraint. With such a small tracking window, the team had no visibility into the vast majority of their content. They couldn't identify which articles were underperforming, which keywords had dropped, or where content updates would have the most impact.
Keyword.com gave Encyclopedia Britannica the capacity to scale its keyword tracking to 10,000 keywords — a 20x increase over what was previously possible. The enterprise-grade platform made it straightforward to onboard large volumes of keywords without friction. With this expanded visibility, the team could finally monitor performance across a representative sample of their content library and build a data-driven content update workflow.
With 10,000 keywords now tracked, the Encyclopedia Britannica SEO team gained a far more complete picture of their organic search performance. They could identify articles that had slipped in rankings and prioritize content refreshes accordingly. This transformed their approach from reactive to proactive — instead of guessing where to focus, they had concrete data to guide editorial decisions. The expanded tracking capability became the foundation of a more effective, scalable SEO program.
We were able to expand the number of keywords, and now, instead of 500 keywords, we've opted for 10,000 now.
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