Why 90% of UN Keywords Are Non-Branded Yet Still Under-Optimized

90% of the keywords the United Nations ranks for do not have the word "united nation" in them, but why are they still under-optimized?.. This might be the most unexpected SEO example you’ll hear today: the United Nations. They actually have an enormous amount of high-quality content and, in many ways, they’re doing SEO very well. But they’re also making a major mistake, internal linking. A lot of their links use empty anchors, which means Google has very little context to understand what the linked pages are about. Anchor text matters because it helps search engines interpret relevance and topic focus, and without it, you’re leaving ranking potential on the table. Another challenge they face is content cannibalization. When you publish massive amounts of content without clear structure and differentiation, multiple pages can end up competing for the same keywords. Instead of strengthening rankings, they dilute them. This is a common issue for large organizations with great content but no tightly controlled SEO architecture behind it. So are they still winning? Absolutely. They get around 1.7 million organic visitors per month from ranking for roughly 270,000 keywords. More importantly, 90% of that traffic is non-branded, meaning users aren’t searching for “United Nations” or “UN”, they’re discovering them through topics. That’s real SEO power. Google clearly trusts them too, ranking their pages in about 48% of AI Overviews across their keywords. If you want help building that kind of SEO leverage for your business, check the link in my bio to see my four monthly SEO plans. #SEO #DigitalMarketing