SEARCH ENGINE OPTIMIZATION AS A TOOL IN MODERN DIGITAL MARKETING WORLD

report on SEARCH ENGINE OPTIMIZATION AS A
TOOL IN MODERN DIGITAL MARKETING WORLD

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A Project Report submitted in partial fulfilment for the degree of
Bachelor of Business Administration
on
the Topic
SEARCH ENGINE OPTIMIZATION AS A
TOOL IN MODERN DIGITAL MARKETING WORLD

Presented by: submitted to:
1. M . Venkata Sai
2. Ch likitha Brijlal Mallik
3. V. Vivek Vardhan
4. SP Praneeth


Bachelor of business administration
Centurion university of technology and management
Paralakhemundi, Gajapati, Odisha-761200

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DECLARATION

I M . Venkata Sai undersigned hereby declare that the project titled “SEARCH
ENGINE OPTIMIZATION AS A TOOL IN MODERN DIGITAL MARKETING
WORLD” submitted in partial fulfilment for the award of Bachelor of business
administration Of Centurion university of technology and management
This is a bonafide record of work done by me under the guidance of Brijlal
Mallik Ast. Professor, Centurion University of Technology and Management, I
also declare that this report has not previously formed the basic for the award of
any degree, diploma, or similar title of any university/ Institute.



Signature
Date M . Venkata Sai
190209120018

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CERTIFICATE

This is to certify that the report titled “SEARCH ENGINE OPTIMIZATION
AS A TOOL IN MODERN DIGITAL MARKETING WORLD ”
being submitted by M . Venkata Sai (190209120018) in partial fulfilment of the
requirements for the award of the Degree of Bachelor of Business
Administration, is a Bonafide record of the project work done by M . Venkata
sai of Centurion University of Technology and management, paralakhemundi,
gajapathi dist. (Odisha).


work done by; Bachelor of business Administration
M . Venkata sai SOM, CUTM, Paralakhemundi

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ACKNOWLEDGEMENT

First and foremost, I would like to thank my faculty guide, Prof Brijlal Mallik.,
for allowing me to undergo this project report under his guidance and
supervision. It gave me an opportunity to participate and learn about the various
aspects of SEO

I would also like to show my sincere gratitude & appreciation to my family and
friends. Their willingness to motivate me contributed tremendously to the
project. I would also like to thank them for guiding me with some examples that
related to the topic of the project.

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EXECUTIVE SUMMARY

This summary should cover everything of the project, all points of the project
report shall be covered in this section, such as significance of the study,
objectives, hypothesis, research methodology, data collection analysis,
interpretation, findings and recommendations. In nut shell, executive summary
should be a snap shot of the entire project work.
An SEO Report should outline the overall SEO performance of any given
website. These reports are perfect new business drivers for marketing agencies
as they can provide value up-front to a prospective client. An SEO Report can
also be used on a recurring basis (monthly is the most common frequency) to
showcase the improvement in SEO performance overtime to clients or your
boss. Additionally,

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TABLE OF CONTENTS
Sl No. Topics Page No
1 INTRODUCTION 1-3
2 A Brief History Of SEO 4-6
3 About Marketing 6-8
4
Traditional Marketing vs. Digital Marketing
9
5 Comparison Chart
10-15
6 About SEO Copywriting 15-16
7 About Black and White hat SEO 16-18
8 The 6 Basic Components of a Strong SEO Strategy 18-19
9 A Survey of SEO Research 19-20
10
Types of SEO
21-24
11 Relationship with Google 24-25
12 As marketing strategy 26
13 Scope of SEO 27
14 SWOT Analysis 27
15 Strengths 28
16 Weaknesses 28
17 Opportunities 28
18 Threats 29
19 Objective 29
20 Limitations 29
21 Literature Review 30
22 Conclusion 31
23 References 31-32

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INTRODUCTION

About Search Engine Optimisation
SEO stands for Search Engine Optimisation. It is the process of getting traffic from the free,
organic, editorial, or natural search results on the search engines. Simply put, it’s the name
given to the activity that attempts to improve search engine rankings. In many respects, it's
simply quality control for websites.

How does SEO work?


Search engines such as Google and Bing use bots to crawl pages on the web, going from site
to site, collecting information about those pages and putting them in an index. Think of the
index like a giant library where a librarian can pull up a book (or a web page) to help you find
exactly what you’re looking for at the time.

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Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors
or signals, to determine the order pages should appear in the search results for a given query.
In our library analogy, the librarian has read every single book in the library and can tell you
exactly which one will have the answers to your questions.
Our SEO success factors can be considered proxies for aspects of the user experience. It’s
how search bots estimate exactly how well a website or web page can give the searcher what
they’re searching for.
Unlike paid search ads, you can’t pay search engines to get higher organic search rankings,
which means SEO experts have to put in the work. That’s where we come in.
Our Periodic Table of SEO Factors organises the factors into six main categories and weights
each based on its overall importance to SEO. For example, content quality and keyword
research are key factors of content optimisation, and crawl-ability and speed are important
site architecture factors.
The newly updated SEO Periodic Table also includes a list of Toxins that detract from SEO
best practices. These are shortcuts or tricks that may have been sufficient to guarantee a high
ranking back in the day when the engines’ methods were much less sophisticated. And, they
might even work for a short time now — at least until you’re caught.

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Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people conduct trillions of searches
every year, often with commercial intent to find information about products and services.
Search is often the primary source of digital traffic for brands and complements other
marketing channels. Greater visibility and ranking higher in search results than your
competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more
direct answers and information that is more likely to keep users on the results page instead of
driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase
visibility and provide users more information about your company directly in the results.

A Brief History of SEO

SEO, as we all know, is a vast, constantly-evolving field of digital marketing that strengthens
the brand voice, and boosts website traffic and ROI (return on investment). Its inexpensive
yet highly effectual nature has led to its increased use by search marketing professionals who
are up to speed with the latest happenings in the field. However, seldom does one wonder
about how it all began. Although there is no concrete literature pointing to a specific time
when SEO first came into existence, most industry experts believe that it all started in 1991.
We have come a long way since, with huge, swanky websites crowding the internet and
clamoring for attention from users. Add to this the ever-changing ways of search engines and
the result is a quantum shift in the way online search works. This in turn has led to the
evolution of search engine optimization (SEO) techniques over the years. If you have forever
been curious about what search marketing experts did differently back in the day, read on for
a quick trip down the SEO memory lane.

The Birth of the Internet

The number of internet users has skyrocketed in the past few years and is increasing every
single day. Users are constantly searching for all the information they need through various

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devices, and search engines are pulling out all the stops to provide them with the most
relevant, contextual results. But have you ever wondered when and how it all began? Remote
computers could connect over basic telephone lines with the AT&T commercial modem that
was launched in 1958. This was the most nascent form of the internet, with the term ‘internet’
being coined much later in December 1974.
Search Engines

With time came a barrage of online information that needed to be organized and indexed in
an efficient way so that its retrieval was uncomplicated and useful. Although Dr. Vannevar
Bush, the Office of Scientific Research and Development’s director in the USA, had
conceptualized a directory or database for the world’s data in 1945, it was not until 1990 that
the first search engine, Archie, was invented by Alan Emtage. It was born out of a school
project and indexed FTP (File Transfer Protocol) files based on text.

History of SEO & How It has Evolved


The evolution of Google gave rise to changes in tactics used by SEO experts around the
world to achieve high search rankings.
The following are the most landmark moments in the history of SEO:
1. In 1997, the manager of the Jefferson Star ship, a popular rock music band, was not too
thrilled that their official website was not ranking on the first SERP. This was when the term
‘search engine optimization’ was supposedly coined. Alternatively, it is believed that John
Audette, the founder of MMG (Multi-Media Marketing Group), while meeting with Danny

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Sullivan to convince him to join his company, first used the term. The latter conceived the
idea of Search Engine Watch, an SEO news-provider and trend-spotter. A decade later, he
founded the very well-known publication, Search Engine Land, after walking away
from Search Engine Watch.
2. 1998 witnessed the birth of Goto.com, which allowed website owners to bid on the space
above the organic search results that were generated by Inktomi. These paid search and
sponsored links were also shown adjacent to and below the organic search results. Yahoo
finally absorbed Goto.com. This was also the year that MSN entered the search arena with
MSN Search.
3. In 1999, the first official search marketing event was conducted as part of the Search Engine
Strategies (SES) conference.
4. Google took over YouTube in 2006 for billions of dollars. The latter is highly popular with
users with more than a billion of them overall. This led to SEO experts delving deep into
video optimization techniques and brands using the video-streaming platform to their
advantage to create a strong online voice. Google Webmaster Tools (now called the Google
Search Console) and Google Analytics were also launched in the same year, introducing web
publishers to a whole new world of possibilities. With them, they could view the search
keywords for which their sites ranked highly, errors in crawling or inclusion, user session
length, bounce rate and so much more.
5. In 2000, Google AdWords was launched. This was also a time when webmasters around the
world grew accustomed to the ‘Google Dance’, a period in which the search engine would
release major updates to its indexing algorithm, leading to many shakeups in search rankings.
6. In 2003, Google took over Blogger.com and started dishing out contextual Google AdWords
ads on various publisher websites through its new service, Google AdSense. Although it
shaped the blogger revolution of the early 2000s, this plan of action was not a fool-proof one
as many websites with mediocre and sometimes even plagiarised content started
mushrooming overnight just to garner AdSense revenue.
7. In 2004, local search and personalization became major trends, with search results bearing a
geographic intent. Users’ previous search patterns and history coupled with their interests
allowed Google to custom-make the SERP for every individual, meaning that two users
would not see the same search results even if they had entered the same search query.
8. In 2005, no-follow tags, meant to push back spammy linking, were invented as a means to
better shape PageRank.

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9. 2007 saw the birth of Google’s universal search wherein, instead of just plain, blue search
results on the SERP, other fascinating features like news, images and videos were also
included.
10. Google Instant was introduced in 2010 – it offered users relevant search query suggestions
whenever they would type into the search bar. This was also when Google made it known
that the speed of a website was a crucial ranking determinant.
11. Google’s Knowledge Graph was unveiled in 2012, resulting in a major step forward in
understanding search intent. Here, the internet’s billions of websites can serve as Google’s
knowledge database from which it draws the most relevant information in the form of
knowledge carousels, boxes, etc.
12. A new Google algorithm update, the Hummingbird, was introduced in 2013 with an intent to
redefine natural language or conversational search for mobile devices. This has been hailed
as the biggest update to Google’s search algorithm since 2001.
13. In 2015, the number of mobile-only searchers eclipsed the number of desktop-only users.
This was mainly due to the steady climb in mobile phone users who used their smart devices
to retrieve useful information while on the move. The availability of robust wireless service
providers was another added plus for such people. Thus, Google found it crucial to introduce
a search algorithm update that would be mobile-friendly. In the same year, Google
acknowledged that RankBrain was a major component of its main search algorithm. It is
interesting to note here that this was perhaps the beginning of the AI (Artificial Intelligence)
phase for Google as RankBrain uses Machine Learning to understand how it can provide the
most relevant search results to user queries.
14. In 2016, Google launched the AMP (Accelerated Mobile Pages) which instantaneously
loaded content. AMPs have been extensively used by media houses.

About Marketing

Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
Professionals who work in a corporation's marketing and promotion departments seek to get
the attention of key potential audiences through advertising. Promotions are targeted to

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certain audiences and may involve celebrity endorsements, catchy phrases or slogans,
memorable packaging or graphic designs and overall media exposure.
Understanding Marketing

Marketing as a discipline involves all the actions a company undertakes to draw in customers
and maintain relationships with them. Networking with potential or past clients is part of the
work too, and may include writing thank you emails, playing golf with prospective clients,
returning calls and emails quickly, and meeting with clients for coffee or a meal.
At its most basic level, marketing seeks to match a company's products and services to
customers who want access to those products. Matching products to customers ultimately
ensure profitability.
Product, price, place, and promotion are the Four Ps of marketing. The Four Ps collectively
make up the essential mix a company needs to market a product or service. Neil Borden
popularized the idea of the marketing mix and the concept of the Four Ps in the 1950s.
Product

Product refers to an item or items the business plans to offer to customers. The product
should seek to fulfil an absence in the market, or fulfil consumer demand for a greater
amount of a product already available. Before they can prepare an appropriate campaign,
marketers need to understand what product is being sold, how it stands out from its
competitors, whether the product can also be paired with a secondary product or product line,
and whether there are substitute products in the market.
Price

Price refers to how much the company will sell the product for. When establishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace and
whether their proposed price point is sufficient to represent a reasonable alternative for
consumers.

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Place

Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product placement
does it get? When it's sold online, what kind of digital product placement does it get?
Promotion

Promotion, the fourth P, is the integrated marketing communications campaign. Promotion
includes a variety of activities such as advertising, selling, sales promotions, public relations,
direct marketing, sponsorship, and guerrilla marketing.
Promotions vary depending on what stage of the product life cycle the product is in.
Marketers understand that consumers associate a product’s price and distribution with its
quality, and they take this into account when devising the overall marketing strategy.

What Are the Goals of Marketing?

An important goal of marketing is propelling a company’s growth. This can be seen through
attracting and retaining new customers.
Companies may apply a number of different marketing strategies to achieve these goals. For
instance, matching products with customers' needs could involve personalization, prediction,
and essentially knowing the right problem to solve.
Another strategy is creating value through the customer experience. This is demonstrated
through efforts to elevate customer satisfaction and remove any difficulties with the product
or service.

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Difference Between Traditional Marketing and Digital Marketing


Traditional Marketing is when the marketing activities are undertaken in a conventional
fashion, i.e. by way of newspaper, television radio and magazine. As against, digital
marketing is when we use the online platform to promote the products and services of our
company.
Marketing involves those activities which assist the company in promoting the offerings and
converting the prospects into leads. In today’s scenario, marketing has completely changed its
form, i.e. from physical to digital. So, it is not wrong to say that an average individual comes
across thousands of ads in a single day, no matter the mode traditional or digital.
Now coming to our topic of discussion, traditional marketing differs from digital marketing
in a number of ways, and one such difference between the two is that in traditional marketing
the reach is local, whereas digital marketing is known for its global reach, i.e. the ads that
have been placed on the internet can be seen by people belonging to all walks of life and
that’s the power of digitalization.

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Comparison Chart

BASIS FOR
COMPARISON
TRADITIONAL
MARKETING
DIGITAL MARKETING
Meaning Traditional Marketing refers to
the marketing that uses traditional
channels or media, for the
purpose of marketing
communication.
Digital Marketing implies the
marketing of products and services
via digital channels, such as the
internet, smartphone, display ads,
and other digital medium.
Nature Static Dynamic
Conversion Slow Comparatively fast
Engagement Low Comparatively high
Return on Investment Cannot be measured easily. Can be measured easily.
Effectiveness and
expensiveness
Less effective more expensive Less expensive more effective
Tracking Not possible Possible
Targeting Standardized Customized
Tweaking Not possible once the ad is
placed.
Can be performed anytime, even
after the ad is placed.

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BASIS FOR
COMPARISON
TRADITIONAL
MARKETING
DIGITAL MARKETING
Reach Local Global
Results Delayed results Quick and real-time results
Interruptions Consumers cannot skip the ads, as
they are bound to see them.
Allows the consumers to avoid or
skip the ads which do not interest
them.
Communication One-way Communication Two-way Communication

Definition of Traditional Marketing

Traditional Marketing means the marketing of goods and services using those platforms,
channels and techniques that involve one -way communication tool, instead of two-way flow.
It integrates different forms of advertising which are easily recognizable yet expensive.
In finer terms, traditional marketing is the typical form of marketing which helps to reach the
customer via offline advertising modes, like television, newspapers, magazines, posters,
banners, radio, hoardings, etc.
Traditional Marketing is mainly concerned with reaching a wide range of audience and
competing by numbers. This means that the larger the number of people watching or going
through the ad, the higher will be the leads that you attract.

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Why Traditional Marketing?
The reasons why traditional marketing is preferred are:



 Easy Connectivity with the target audience: Advertisements can be placed on the local
news dailies and channels of the concerned geographical area to target the prospective
customers easily.
 Save hard copies: Customers can save the hard copies of the ads placed in the newspaper or
magazine, which they are interested in, so as to refer them when they wish to buy that
product or service. They can also share those copies with their friends, relatives and
acquaintances, who require that product.

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 Easily recognizable: People are quite accustomed to the conventional ads, as they are being
used for a long time and so they understand and recognize it easily.
 High Reach: Traditional marketing channels have a large customer base, and so a single ad
can reach millions of customers of the area in just one circulation. Further, people living in
those areas where there is no internet access or there is a lack of network connectivity can
also be reached through this medium.
Definition of Digital Marketing
Basically, digital marketing is the fundamental term that includes each and every online
marketing effort. In digital marketing, companies make use of all the digital channels to reach
the existing and potential customers. The channels may include Google search, social media,
email, websites, so on and so forth. Further, the most important technology, upon which
digital marketing relies is ‘Internet ‘.
Nowadays, there are a number of digital marketing agencies which helps companies connect
with their target audience, convert leads into customers and retain the customers by building
strong relationships.
1. Use of tools like Email, website, Smart Television and wireless media.
2. Focuses on building and maintaining a relationship with the customers through
electronic communication channels.
3. Concerned with gaining new customers through digital communication.
What makes Digital Marketing a powerful tool?
In digital marketing, the market is an even playing field. This means that a start-up company
will have the same opportunities as an established enterprise have. And that is why the
company that actually performs well usually wins the race.

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Why Digital Marketing?

 Highly Cost-effective: Small scale business or start up with minimum capital investment can
find a better and budget-friendly channel to promote their products and services.
 Levels the playing field: Digital Marketing evens the playing field for all, i.e. it provides
equal and similar opportunities to all the enterprises be it a multinational corporation or a
start-up company, to attract the targeted customers.
 Connect with customers via powerful content: On the internet, content is regarded as king,
that can influence your audience right away if you have the powerful content.
 Increases conversions: The rate of incoming traffic converted into the customers often
determines the success of digital marketing.
 Higher revenue generation: When customer engagement and conversion is higher, it will
reap higher profits for your business. And so, the businesses can expand both domestically
and internationally.
 Creating brand awareness: Digital marketing helps the firm in creating brand awareness
among customers, by keeping them updated about the new products, offers, discounts, etc.
 Realise Higher ROI: When the company reaps higher revenue at low costs, it will ultimately
help in reaping a better return on investment.
Forms of Traditional Marketing

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Forms of Digital Marketing



About SEO Copywriting

Copywriting is the art and science of creating content that prompts the reader/end-user to
either buy a product, subscribe to a list, take a test drive, or take some other action that will
improve you. Appeal to the end-user (customers, clients, prospects, readers, etc.),
Copywriting is salesmanship, says Bruce Bendinger. His definition of copywriting will make
you smile:
Who drives a user to take action? A copywriter does. A copywriter is a skilled professional
who writes copy for advertisements, promotions, and customer engagement. In the marketing
world, they’re often referred to as “creative.” An SEO copywriter tailors this to online
content.

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A copywriter is someone who understands people, knows what his audience likes and
chooses the words that will appeal to them. The headline, words, phrases, sentences and
paragraphs used in the content have to persuade and cause readers to take a specific action.
An SEO copywriter also understand how Google feels about certain words and phrases,
especially long tail phrases.


About Black and White hat SEO

There are two types of SEO
1. Black hat SEO
2. White hat SEO

Black Hat SEO:

Black hat SEO refers to a set of practices that are used to increases a site or page’s rank in
search engines through means that violate the search engines’ terms of service. The term
“black hat” originated in Western movies to distinguish the “bad guys” from the “good
guys,” who wore white hats (see white hat SEO). Recently, it’s used more commonly to

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describe computer hackers, virus creators, and those who perform unethical actions with
computers.
For Example: Content Automation, Doorway Pages, Hidden Text or Links, Keyword
Stuffing, Reporting a Competitor (or Negative SEO), etc.

White Hat SEO:

White Hat SEO refers that work within search engines terms of service to improve a site’s
search engine results page (SERP) rankings while maintaining the integrity of your website
and staying within the search engines’ terms of service.
For Example: Offering quality content and services, Fast site loading times and mobile-
friendliness, Using descriptive, keyword-rich meta tags, Making your site easy to navigate,
etc.

White hat versus black hat techniques

SEO techniques can be classified into two broad categories: techniques that search engine
companies recommend as part of good design ("white hat"), and those techniques of which
search engines do not approve ("black hat"). The search engines attempt to minimise the
effect of the latter, among them spamdexing. Industry commentators have classified these
methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.
White hats tend to produce results that last a long time, whereas black hats anticipate that
their sites may eventually be banned either temporarily or permanently once the search
engines discover what they are doing.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and
involves no deception. As the search engine guidelines are not written as a series of rules or
commandments, this is an important distinction to note. White hat SEO is not just about
following guidelines but is about ensuring that the content a search engine indexes and
subsequently ranks is the same content a user will see. White hat advice is generally summed

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up as creating content for users, not for search engines, and then making that content easily
accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from
its intended purpose. White hat SEO is in many ways similar to web development that
promotes accessibility, although the two are not identical.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search
engines, or involve deception.

The 6 Basic Components of a Strong SEO Strategy

1. Keywords: - Keyword research is the first step to a successful SEO strategy. Those
successful with SEO understand what people are searching for when discovering their
business in a search engine. These are the keywords they use to drive targeted traffic to their
products. Start brainstorming potential keywords, and see how the competition looks by using
Google AdWords Keyword Tool. If you notice that some keywords are too competitive in
your niche, go with long-tail keywords (between two and five words) which will be easier for
you to rank. The longer the keyword, the less competition you will have for that phrase in the
engines.
2. Meta tags: - Meta tags still play a vital role in SEO. If you type any keyword into a search
engine, you’ll see how that keyword is reflected in the title for that page. Google looks at
your page title as a signal of relevance for that keyword. The same holds true for the
description of that page. (Don't worry about the keyword title tag -- Google has publicly said
that it doesn't pay attention to that tag, since it has been abused by webmasters and all those
trying to rank for certain keywords.)
3. Content: - It's true, content is king. Search engines have stated that creating quality content is
the best way to not only rank for keywords, but also create positive user experiences. It will
also go a long way with making sure you’re educating your consumer, and being an authority
in your niche will leads to boosts in sales.
4. Backlinks: - If content is king, then backlinks are queen. Remember, it's not about which site
has the most links, but who has the most quality links pointing back to their website. Build
back links by submitting monthly or bi-monthly press releases on any exciting company, and
contacting popular blogs in your niche to see how you can work together to get a back link
from their website. Create the best possible product site you can, so people talking about the

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products you sell will link back. Try creating graphics or newsworthy content that will
influence bloggers and news websites to link that content.
5. Social media:- The algorithms have truly changed since social media first emerged. Many
content websites are community-oriented -- Dig began allowing users to vote which stories
make the front page, and YouTube factors views and user ratings into their front page
rankings. Therefore, e-commerce stores must establish a strong social media presence on sites
like Facebook, Instagram, Twitter, etc. These social media sites send search engines signals
of influence and authority.
6. Product images:- If you think images don't play a role, think again. When many consumers
search for products in the search engines, not only are they looking at the "Web" results, but
they're also looking at the "images" results. If you have quality images of that product on
your site -- and the files' names contain relevant keywords -- these images will rank well in
search engines. This avenue will drive a lot of traffic to your site, as potential customers will
click on that image to find your store.

A Survey of SEO Research

Eye tracking studies have shown that searchers scan a search results page from top to bottom
and left to right (for left to right languages), looking for a relevant result. Placement at or near
the top of the rankings therefore increases the number of searchers who will visit a site.
However, more search engine referrals does not guarantee more sales. SEO is not necessarily
an appropriate strategy for every website, and other Internet market ing strategies can be
much more effective, depending on the site operator's goals.
A successful Internet marketing campaign may drive organic traffic to web pages, but it also
may involve the use of paid advertising on search engines and other pages, building high
quality web pages to engage and persuade, addressing technical issues that may keep search
engines from crawling and indexing those sites, setting up analytics programs to enable site
owners to measure their successes, and improving a site's conversion rate.
SEO may generate a return on investment. However, search engines are not paid for organic
search traffic, their algorithms change, and there are no guarantees of continued referrals.
(Some trading sites such as eBay can be a special case for this, it will announce how and
when the ranking algorithm will change a few months before changing the algorithm)Due to

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this lack of guarantees and certainty, a business that relies heavily on search engine traffic
can suffer major losses if the search engines stop sending visitors.
It is considered wise business practice for website operators to liberate themselves from
dependence on search engine traffic. A top-ranked SEO blog Seomoz.org has suggested,
"Search marketers, in a twist of irony, receive a very small share of their traffic from search
engines." Instead, their main sources of traffic are links from other websites. Optimization
techniques are highly tuned to the dominant search engines in the target market. The search
engines' market shares vary from market to market, as does competition. In 2003, Danny
Sullivan stated that Google represented about 75% of all searches. In markets outside the
United States, Google's share is often larger, and Google remains the dominant search engine
worldwide as of 2007. As of 2006, Google had an 85-90% market share in Germany. While
there were hundreds of SEO firms in the US at that time, there were only about five in
Germany.
As of June 2008, the market share of Google in the UK was close to 90% according to Hit
wise. That market share is achieved in a number of countries. As of 2009, there are only a
few large markets where Google is not the leading search engine. In most cases, when
Google is not leading in a given market, it is lagging behind a local player. Successful search
optimization for international markets may require professional translation of web pages,
registration of a domain name with a top level domain in the target market, and web hosting
that provides a local IP address. Otherwise, the fundamental elements of search optimized ion
are essentially the same, regardless of language.

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Types of SEO

On Page SEO:

On-page SEO is a technique that is used for optimising individual web pages in order to rank
higher and earn more relevant traffic in search engines. In search engine optimisation, like
Google, yahoo, bing on-page optimisation refers to a factor that has an effect on your website
and web pages listing in the natural search results.

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Off Page SEO:
Off-page optimisation refers to technique that can be used to improve the position of a
website in a search engine results page(SERPS). Many people associate off-page SEO with
link building but it is not only that. It is also used in promotion methods like blogging,
website design, social bookmarking, etc..
Off Page SEO – Links Link Influence on search engines PageRank algorithm
• External links on a webpage can be interpreted as votes.
• Initially, all votes are considered equal.
• Over the course of time, pages which receive more votes become more important.
• More important pages cast more important votes.
• Votes per Page = Page Importance / Number of Links.

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Technical SEO

Technical SEO is the process of ensuring that a website meets the technical
requirements of modern search engines with the goal of improved organic rankings.
Important elements of Technical SEO include crawling, indexing, rendering, and website
architecture.

Why Is Technical SEO Important?

You can have the best site with the best content.
But if your technical SEO is messed up?
Then you’re not going to rank.
At the most basic level, Google and other search engines need to be able to find, crawl,
render and index the pages on your website.

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But that’s just scratching the surface. Even if Google DOES index all of your site’s content,
that doesn’t mean your job is done.
That’s because, for your site to be fully optimized for technical SEO, your site’s pages need
to be secure, mobile optimized, free of duplicate content, fast-loading… and a thousand other
things that go into technical optimization.
That’s not to say that your technical SEO has to be perfect to rank. It doesn’t.
But the easier you make it for Google to access your content, the better chance you have to
rank
.
Relationship with Google

In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin,
developed "Backrub", a search engine that relied on a mathematical algorithm to rate the
prominence of web pages. The number calculated by the algorithm, is a function of the
quantity and strength of inbound links. PageRank estimates the likelihood that a given page

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will be reached by a web user who randomly surfs the web, and follows links from one page
to another. In effect, this means that some links are stronger than others, as a higher
PageRank page is more likely to be reached by the random web surfer.
Page and Brin founded Google in 1998. Google attracted a loyal following among the
growing number of Internet users, who liked its simple design. Off-page factors (such as
PageRank and hyperlink analysis) were considered as well as on-page factors (such as
keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid
the kind of manipulation seen in search engines that only considered on-page factors for their
rankings. Although PageRank was more difficult to game, webmasters had already developed
link building tools and schemes to influence the Inktomi search engine, and these methods
proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying,
and selling links, often on a massive scale. Some of these schemes, or link farms, involved
the creation of thousands of sites for the sole purpose of link spamming.
By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking
algorithms to reduce the impact of link manipulation. In June 2007, The New York
Times' Saul Hansel stated Google ranks sites using more than 200 different signals. The
leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to
rank pages. Some SEO practitioners have studied different approaches to search engine
optimization, and have shared their personal opinions. Patents related to search engines can
provide information to better understand search engines. In 2005, Google began
personalizing search results for each user. Depending on their history of previous searches,
Google crafted results for logged in users.
In 2007, Google announced a campaign against paid links that transfer PageRank. On June
15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank
sculpting by use of the no follow attribute on links. Matt Cutts, a well-known software
engineer at Google, announced that Google Boot would no longer treat any no follow links,
in the same way, to prevent SEO service providers from using no follow for PageRank
sculpting. As a result of this change the usage of no follow led to evaporation of PageRank.
In order to avoid the above, SEO engineers developed alternative techniques that replace no
followed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally
several solutions have been suggested that include the usage of frames, Flash and JavaScript.

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As marketing strategy

SEO is not an appropriate strategy for every website, and other Internet marketing strategies
can be more effective, such as paid advertising through pay per click (PPC) campaigns,
depending on the site operator's goals. Search engine marketing (SEM) is the practice of
designing, running and optimizing search engine ad campaigns. Its difference from SEO is
most simply depicted as the difference between paid and unpaid priority ranking in search
results. SEM focuses on prominence more so than relevance; website developers should
regard SEM with the utmost importance with consideration to visibility as most navigate to
the primary listings of their search.
]
A successful Internet marketing campaign may also
depend upon building high-quality web pages to engage and persuade internet users, setting
up analytics programs to enable site owners to measure results, and improving a
site's conversion rate. In November 2015, Google released a full 160-page version of its
Search Quality Rating Guidelines to the public, which revealed a shift in their focus towards
"usefulness" and mobile local search. In recent years the mobile market has exploded,
overtaking the use of desktops, as shown in by Stat Counter in October 2016 where they
analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile
device. Google has been one of the companies that are utilizing the popularity of mobile
usage by encouraging websites to use their Google Search Console, the Mobile-Friendly
Test, which allows companies to measure up their website to the search engine results and
determine how user-friendly their websites are. The closer the key words are together, their
ranking will improve based on key terms.

SEO may generate an adequate return on investment. However, search engines are not paid
for organic search traffic, their algorithms change, and there are no guarantees of continued
referrals. Due to this lack of guarantee and the uncertainty, a business that relies heavily on
search engine traffic can suffer major losses if the search engines stop sending visitors.
Search engines can change their algorithms, impacting a website's search engine ranking,
possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in
2010, Google made over 500 algorithm changes – almost 1.5 per day. It is considered a wise
business practice for website operators to liberate themselves from dependence on search
engine traffic. In addition to accessibility in terms of web crawlers (addressed above),
user web accessibility has become increasingly important for SEO.

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Scope of SEO

In India SEO is the force behind a co mpany’s online success. Internet marketing is now a
billion-dollar industry and everyone is slowly but surely accepting this. Even top companies
in India and the world are now keeping huge budgets for internet marketing. There is so
much buzz going about internet marketing. People know that SEO can bring them new
prospects for their products and services. But what’s the scope of SEOs in India in co
mparison to the rest of the world.

SWOT Analysis

SWOT stands for Strength. Weakness, Opportunity and Threat. A SWOT analysis can be
used to assess the strengths, weaknesses, opportunities and threats that are involved in an
organization. Identification of SWOT is crucial as it assists in achieving the organizational
goals and objectives. An existing business can perform SWOT analysis anytime to assess the
changes taking place while a new business can perform SWOT analysis as part of the
planning process that helps business move on the right track right from the very beginning.

Benefits of SWOT Analysis:

 Better understanding of business strengths and weaknesses.
 SWOT Analysis can be used to timely address the weaknesses.
 Helps capitalize on business opportunities
 Strategic advantage of strengths and make better use of opportunities.

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Strengths

Strengths are characteristics of the business or project that give it an advantage over others.
• Unique" and "Relevant' contents have been published. Industry Expertise.
• Matching Domain and Brand name
• Daily visitors.

Weaknesses

Weaknesses are characteristics that place the business or project at a disadvantage relative to
others.
 Lack of proper SEO strategy.
 Website not SEO optimized.
 Lack of value-based contents
 SEO department not active.

Opportunities

Opportunities are elements that the business or project could exploit to its advantage. The
opportunities of the department included
 Perform Off-page SEO
 Low competition keyword targeting for quick SERP rank improvement
 Publish value based unique and relevant contents
 Link building
 social media
 Develop in-house SEO

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Threats

Threats are elements in the environment that could cause trouble for the business or project.
The threats in the department included:
Competitors have good web presence
 Competitors have strong Domain Authority' and 'Page Authority
 Competitors are well followed on social media.
 Competitors have SEO optimized contents.
 Competitors provide unique and value based

OBJECTIVES


The purpose of the project is to optimize the website using various search engine
optimization techniques and get i listed among the top pages of Google.
The goals of the project are:
1. To get the website listed in the top pages of the search engine.
2. To build an interactive, user-friendly website.
3. To make the website rich in graphics to enhance its target audience.
4. To decrease the competition the organization behind the website.
5. Understanding both the abilities and limitations of search engines.

Limitations

Due to the cross-sectional design, associations among SMC, SDS, and cognitive function was
rather weak, albeit significant. Additionally, future biomarker studies, such as those assessing
amyloid burden, are needed to explore the mechanisms underlying the relationship among
SMC, SDS, and cognitive function.

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Literature Review

 It is proposed a novel technique which makes user search data quite efficient. This method
provides a relationship between searches, document and user query. Also consider the
semantic document structure and user query. The proposed approach, results are better one
from previous approaches.
 It is presented a modified page ranking algorithm. The new algorithm computes page rank on
the basis of incoming visit links on pages. In this a novel PR algorithm called VOL that gives
better results from original one. Results show that VOL is better one in comparison to
original PR algorithm and also observed that page which has more visits of incoming links is
carrying more rank value than less visited pages. Also present a method to discover the link-
visit counts of Web pages and a comparison between VOL with the PR algorithm.
 In paper describes the new algorithm for calculating web page rank according to different
parameters. The proposed algorithm called Modified HITS over an HITS algorithm. It is
developed by extending the assets of HITS algorithm. For this six-parameter considered and
are used to compute the web page rank.
 In paper presented a new method called Intelligent Search Method (ISM). In this developed
new technique to indexing web pages using ISM in which meaning of the search query is
interpreted and then indexed the web pages based on the interpretation. Also discussed
existing methods, limitation with different algorithms used for link analysis like PR, WPR,
HITS and CLEVER algorithm.
 In paper proposed Content Based Hidden Web Ranking Algorithm (CHWRA). Proposed
algorithm consists of four different attributes. This method tries to cover all the aspects which
affect the web page popularity directly or indirectly. This method creates an ordered Hidden
web searched result set. The CHWRA algorithm gave the desired result.

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Conclusion

SEO can be defined as "all tasks necessary to improve the rankings of a website for certain
keywords," however, the term SEO is often used to describe other services related to search
engines and marketing. Those are just a few of the ideas I have about the direction SEO will
take in 2010. There are many more options, and some of those may not become valid, but it’s
already apparent that including more engaging content and creating a broad online profile
will be important to a website’s overall importance in the eyes of the search engines.

References

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[2] Mukherjee, “A probabilistic model for optimal searching of the deep Web”, 2003.
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[4] Zhen Liu and Philippe Nain, “Optimization issues in Web search Engines”, IBM research,
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[5] (2011) Affordable SEO services website. [Online]. Available: http://www.affordable-seo-
services.com/on-page- optimization.html
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services.com/off-page- optimization.html
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optimization-Starter-guide.pdf
[9] Fuxue Wang; Yi Li; Yiwen Zhang; Coll. of Econ. & manage, “An empirical study on the
search engine optimization technique and its outcomes,” Artificial Intelligence, Management
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[10] (2011) Hub Spot Blog [Online] Available:

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http://blog.hubspot .com/blog/tabid/6307/bid/5014/Study-Shows-BusinessBlogging-Leads-
to-55-More-Website-Visitors.aspx
[11] (2011) Marketing tech blog [Online] Available:
http://www.marketingtechblog.com/how-tooptimize-a-press-release-for-search/
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