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SUMMER INTERNSHIP PROJECT ON
THE IMPACT OF SEO MARKETING ON BRAND
BUILDING
Undertaken at
PRAKASH SOFTWARE SOLUTION PVT. LTD
Submitted in partial fulfillment of the requirement for the award of the
degree Of
MASTER OF BUSINESS ADMINISTRATION
BATCH (2018-20)
Submitted by Name of the Industry Mentor
Dharmik Bhavsar Priyank Dalal
MBA Semester II Sr. Business Development Executive
Enrollment No. 180617200011
Under the Guidance of
Paresh Patel
Asst. Professor
PARUL UNIVERSITY
FACULTYOFMANAGEMENT STUDIES
P.O. Limda, Tal. Waghodia, District Vadodara-391760
2
Declaration
I am Dharmik Bhavsar , Enrolment No 180617200011. from parul institute of
management and research (MBA) , Semester III of the Parul University, Vadodara
hereby declare that the Summer Internship Report entitled “THE IMPACT OF SEO
MARKETING ON BRAND BUILDING” is an original work and the same has not been
submitted to any other Institute for the award of any other degree.
Date: : Signature of the Student
3
INSTITUTE CERTIFICATE
It is hereby certified that the Summer Internship Report submitted in partial fulfillment
of Master o f Busin ess Ad m in is trat io n at parul institute o f management
and research , Vadodara by Dharmik Bhavsar Enrolment No.180617200011
has been completed under my guidance and is Satisfactory.
Date:
Signature of the Guide Signature of the Director
Prof. Paresh Patel Dr. Bijal Zaveri
Asst Professor
4
CERTIFICATE
5
Acknowledgement
 The successful completion of this internship report would not have been possible
without the support and assistance of many individuals and organizations. I feel
immensely blessed to have gotten this during the course of my internship program. I
would like to take this opportunity to offer my earnest admiration to each and every
one of them.
 First and foremost, I am highly indebted to Mr. HardikShah who took confidence in
me and provided me with the opportunity to work as an Intern at Prakash Software
Solution Pvt. Ltd. I had a wonderful and an unforgettable experience being part of
such a lovely and lively team.
 I express my sentiment of gratitude to Mr. PriyankDalal, an acclaimed Internet
Marketer, who has been a continuous source of inspiration as my intern mentor.
Without his constant guidance and suggestions, this report would have been
nowhere near completion. My gratitude for his trust and generosity goes beyond
words.
 My special thanks to Mr. Paresh Patel for their constant guidance towards
preparing this report standard as per the norms and values.
 I would not forget to remember the efforts of the SEMrush and Buzzsumo, pioneers
in Internet Marketing Service, who provided me with an extended subscription to
their renowned products, solely for the successful completion of my internship
program and this report.
 Finally, my thanks and appreciations go to each and every one of my colleagues, and
the entire Prakashteam, who irrespective of the situation, always encouraged and
supported me to prepare this report.
6
Executive Summary
 Prakash Software Solution Pvt. Ltd. is one of the fast growing Information
Technology (IT) firms operating in the country. Prakash has established itself as a
premium hub for Software Development among startups and mid-sized businesses
around the world. The company primary business is cater the Information
Technology (IT) requirement of businesses and transforms ideas into successful
products.
 The advent of Digital Marketing has fundamentally changed the way organizations
approach their prospective customers. In today’s digital world, reachability and
visibility are critical to the growth and success of any business, which is why
increasing number of IT firms are employing various digital channels to appeal to
sets of potential clients. One of these channels is the ‘Search Engines and the
technique is the Search Engine Optimization’.
 Search Engine Optimization (SEO) is the process of optimizing different aspects of a
website so that it can be found easily in search engines based on certain search
terms called keywords. The main objective of Search Engine Optimization is to
organically improve the website’s ranking in the Search Engine Results Pages (SERPs).
The higher the website ranks in SERP, the more exposure and traffic it gets.
 The author completed his Internship program in Search Engine Optimization, and
this report basically outlines SEO activities carried out by the author at Prakash
Software Solution Pvt. Ltd. It spans the use of Search Engine Optimization (SEO)
strategy implemented to improve the overall online presence of websites, and tools
that were used to monitor, analyze and test the results. But, this report is not limited
to the use of SEO; it also covers some aspects of Social Media Optimization (SMO)
that was performed on different social media profiles of the host company.
7
Content
Sr No. Particulars Page No.
1. Introduction 8
Introduction 8
Objective of study 9
Scope of study 10
Company profile 11
Industry Profile 12
2. Review of Literature 13
3. ResearchMethodology 16
4. Data Analysis &Interpretation 17-33
5. Summary& Conclusions 34
Results of the Study 34
Suggestions, Scope for further Study & Conclusion 35
6. Bibliography 36
7. Appendices 37
8
Table Of Chart and figures
Sr. No Name of Chart and Figure Pg. No
1 Digital Marketing 18
2 User of google over the year 20
3 Number of monthly searches worldwide 21
4 Kw finder 22
5 Pingdom 24
6 GT metrix 25
7 Ubbersuggest 25
8 Prakash`s website 26
9 Ubbersuggest 29
10 Buzzsteam 29
11 Google Analytics 30
12 Google Search Consol 33
13 Semrush 34
14 Using kwfinder to find the keywords 38
15 Using Ubbersuggest to find the keywords 38
16 Speed Measurement usingPingdom 39
17 Speed measurement using GT metrix 39
18 Speed measurement using ubbersuggest 40
19 Finding backlinks using ubbersugest 40
20 Google Analytics data 41
21 Google Search Consol data 42
22 Semrush data 42
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Chapter 1
Introduction
 I started my internship program at my workplace, praksh software solution under
content and business development department. My organizational line manager
was Mr. Hardik shah, managing director , , Praksh software solution . Given a choice
one was allowed to choose the field in which I was interested. As my interest and
curiosity was in online or digital marketing, I chose digital marketing because it is
a blooming method, the growth of digital marketing is tremendous and expected
to grow more. Every industry is affected by the advances of digital marketing,
especially software providing company . Digital marketing is one of the most popular
and effective marketing method in this techno savvy world in terms of cost
and customer engagement. Due to this fall internship, I have learned many
aspects of digital marketing including business development process, content
writing, and social media management.
 Working in prakashsoftware is proving to be a challenging and exciting experience
for me as I am getting to work in an organization. I feel like I have a larger scope of
contributing and learning here.
 During the period of my internship, not only have I got to learn a lot of new things
that will help me perform efficiently in the corporate world in the future, I also got to
know many people and made a lot of new contacts that might greatly help me in the
future. Communicating with people in social media and managing them is
another great quality that I have earned during my internship in prakash
software . My responsibility taught me how to take leadership, manage and make
real time decisions in case of urgent situations. I have put my best effort in creating
a constructive report that might serve both my academic purposes and help the
organization as well.
 I was assigned to create content, communicate with potential clients, lead
generation and to come up with innovating promotional activities revolving around
the products and services all of which required me to know these products and
services inside out. The whole Digital Marketing team of prakashsoftware has been
tremendously helpful in providing me information and insights in this regard from
their experience which has proven to be instrumental in constructing this report.
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1.1 Objective of study
Broad Objective:
 The Primary objective of this report is to understand the roles, implication and
Impact on Digital Marketing on Brand Building.
Specific Objectives:-
 Some of the more specific objectives of the internship and the report are listed as fo
llows. I have tried best to fulfill these objectives during my internship period at
prakash software solution.
 To get a better understanding of Digital Marketing and its impact on brand building.
 Relating my academic knowledge to the real world corporate scenario.

Acquire knowledge and learning by participating actively in a corporate environment
 To find out how digital marketing is helping conventional marketing process.

To evaluate the purpose, methods, elements, and effectiveness of Digital Marketing
 Contribute to the organization’s growth
 Help the organization to make more SEO friendly website.
 Increase the awareness about the prakash software solution threw social media
marketing.
 Drive traffic/engage people /easily accessible.
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1.2 Scope of study
 The specific scope of the report is to understand the different concepts of digital
marketing, but while implementing it might differ from situation to situation. This
study helps me to get the reality check of a market where actual comparison
between the classroom knowledge and the real situation can be done. By just
learning theory and facing actual situations it concepts and practices might vary.
 This study helps to understand and know how to deal with different kinds of
customers and how to make an impressive online campaigns. This report will
also try to illustrate how digital marketing is the most important and effective
marketing method for software industry from the context of prakash software
solution.
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1.3company profile
• Prakash Software is a software
development company in India, having
several years of experience and technical
expertise in the areas of software
development, custom application
development, Quality Check and Analysis
and IT consulting.
•
Prakash software established in 2000 and
nowprakash is 19 years of old company in
vadodara.
• Parakshsoftware ismicrosoft partner gold certified company.
• Praksh have anoher branch in ahemedabad.
• prakshsoftware have mastery over open sources like PHP, Drupal, Joomla,
WordPress, Zend and Code Igniter to mention a few.
• Prakash software also command the Microsoft Platforms of ASP.NET, SharePoint
2010, SharePoint 2013, Telerik, Microsoft Dynamics CRM, Silverlight, MVC, WCF, and
WPF.
• Prakash software also excel in mobile technology and cater to customer need to
develop classy Android, iPhone and cross platform.
• Address:- “Induchacha House”,
, Near Chhani Circle, TP 13,
, Chhani Jakatnaka, Vadodara, Gujarat 390002
 Website:- https://www.prakashinfotech.com/about-us/over-view/
•
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1.4 industry profile
 The Prakash Group is an amalgamation of many industries which strive for the virtue
called excellence. Prakash software are world leaders in a finite set, but with infinite
qualities. From Chemicals to Herbal Products, from Financial to Telecom services,
from Telecom to Trading, from Retail to Stationeries and Consumables, you name it,
and will find that The Prakash Group is already an ace in the field. But this agility and
vastness in our Group never compromises with quality, hence earning us the
reputation of a Company with Vision.
 Prakash software spread across Europe, Australia, America, and Asia. With prakash
symbiotic approach and with the domain knowledge of the scenarios, prakash keep
delivering brilliant work, ever to the satisfaction of prakash clients and customers. We
were born in the year 1950, and have steadily climbed the staircase of success, with
prakash valiant efforts and honesty in prakash work. Prakash trump card is the equity
prakash maintain between the experience and youth alike.
 Praksh took the world by storm and aim to reach greater heights accompanied by the
content feel of prakash acquaintances and partners. Prakash encourage the growth of
the ‘e world’, by indulging in providing world class software solutions as well. Here
is a brief about the expanse and limits of our companies, available at your service
 https://www.prakashinfotech.com/about-us/over-view/
14
chapter :- 2
2.1 :- Review of Literature
1.J Suresh Reddy26 has published article in Indian Journal of Marketing.
Title of article is “Impact of E-commerce on marketing”.
Marketing is one of the business function most dramatically affected by emerging
information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet more cost effective
relationships with customers in sales, marketing and customer support. Companies
can use web to provide ongoing information, service and support. It also creates
positive interaction with customers that can serve as the foundation for long term
relationships and encourage repeat purchases.
2.Neelika Arora 32has published research article entitled “Trends in Online
Advertising” in advertising Express, Dec2004.
The global online advertising revenues are expected to touch US $10bn by 2006. In
India, the revenues at present are estimated to be Rs. 80 cr. and are expected to
increase six times more within the next five years. In India, Internet as a medium is
accepted by a wider industrial segment that includes automobiles, telecom, education,
banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods),
apparel/clothing, durables, media, business services and tourism. Out of these , it is
estimated that the banking, FMCG and insurance sectors together account for 45% of
the total advertising spend. In comparison to this, automotive, travel and retail spend
37% of the total advertising revenue and financial service companies spend 12% only.
Some of the top spenders in India are automobiles, followed by brands like
Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation
Ltd.) loans and Sunsilk. In addition to these the early adopters in the field of finance
and IT are also increasing their spending. Globally, the trend is that almost 60% of the
revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online
Launchers), and Overture. Approximately, 90% of the Goggle revenues come from
advertising. In India, portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com etc are attracting major online spender. This article
explains demographic profile of Indian users. It also gives the comparison between
global trend and Indian trend, which is useful for my research work.
3.Sumanjeet37 has published article on “On Line Banner Advertising”- in
Indian Journal of Marketing.
Online banner advertising has great potential as an advertising medium. It is easy to
create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.
15
4.NicholasInd , Maria Chiara Riondino36 have originally published their
article inthe Journal of Brand Managementin September 2001. The title of
this article is “Branding on the Web: A real Revolution?”
In this paper difference in corporate attitudes to the Web are discussed and
conclusions as to the way in which branding practice and theory are affected by the
new technology are drawn. This article explains the Web is both a distribution and a
communications channel that facilitates interaction community building, openness
and comparability.
5.JaffreyGraham45 has published his article entitled “Web advertising’s
future >>> e Marketing strategy”
Morgan Stanley Dean Witter published an equity research report analyzing the
Internet marketing and advertising industry. The report studies research from dozens
of companies and calculates the cost and effectiveness of advertising across various
media. Branding on the Internet works. For existing brands, the Internet is more
effective in driving recall than television, magazines, and newspapers and at least as
good in generating product interest
6.Advertising in social media: How consumers act after seeing social ads.
Adapted from Nielsen(2012:10).
Social media has not only changed how people communicate online, but it has also
changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, entertainment, and products for
consumption. (Ryan 2011: 15) The next chapters will explain more about each of the
world’s current most widely used social medias. There are, of course, many other
social networks and applications (apps) available but considering the study, the focus
is on the main medias.
7. Victor Van Valen has published article “Is Your Marketing Smart”
Today advertisers not only need to cater to and directly pinpoint a precise targeted
audience, but they need to customize their advertisements as well. In web media, you
have an idea of who will see your ads, and it create an impact on your audience. For
example, you know Femina Magazine would be great to target women so you can
promote your new beauty product in this magazine. But when it comes to online
venues, how can you target the right audience when millions are browsing?
8.Vikas Bondar has published his article on “sales and marketing
strategies”
Internet is a really good thing. The Internet gives people a greater amount of
information as we need. It is the best way to get a comparison of the products that we
need. If we are interested in buying, it is best for us to check the Web sites. Also if we
would like to make our own Web page we can do this, without paying a lot of money.
From where do we set all this information? The answer is from advertising, which we
see, everywhere: on TV, on the Internet, in the newspapers and more. Year after year
we get more and more new, interesting information and in the future the Internet use
will increase more than now. This article explains how internet is useful tool for
advertisement Digital marketing:
16
9.This researchpaper(Das, 2016)found that the “Demographic variables
like age, gender, income have a significant”
impact or influence on Digital and Social Media Marketing (DSMM) engagements. For constructing
the DSMM strategies, the social media marketing conceptual model can be very much beneficial to
provide practical propositions on the major components and the various aspects of engagement
pattern. A detailed examination shows thatfactor analysis method was
“Impacting Digital Marketing”
used and the findings established that there is a positive relationship between Internet Savvy and
Innovativeness with theirInternet utilization and the Internet utilization shows a positive relationship
with sales performance as identified by them.
10. The article (Goel, 2016) bringstolight”few factors affecting digital
marketing from the marketer’s perspective”.
These factorsare the target market,channels,technology,content,socialmedia,talent,andbudget.
For instance,the firstandforemostfactorfromthe marketer’spointof view istodecide the target
market.Moreover,the contentshouldformanalliance withthe interestsof the targetmarket.
11. The study (Vachani& Vallabhbhai, 2014) analyzes the various
distinctions betweenthe traditional marketing ande-Marketing
effectiveness.
The e-Marketingpreferencesandusefulnessamongthe customersare measured.The study
highlightsthe online consumer’slevel of satisfactionandthe variousdrawbacksof the online
businesses.There isashiftinthe marketingtrendall overthe worldfroma purelytraditional store
formatto a mix of bothphysical andvirtual stores.A crucial part of the range of servicesthata
marketerhasto offeristhroughthe web.Overthe world,the numberof people usingthe internet
as a mediumisgrowingexponentially,andIndiaisnoexception.Customersatisfactionplaysa
predominantrole inthe successandsustenance of anybusinessorganization.Hence,the study
examinesthe critical successfactorsindigital purchases,marketingandretailingfromthe
perspective of the customers.
12. The paper (Ruby Roy Dholakia, 2004) reports the factors impacting Small
and MediumEnterprises’ inclinationtowards the internet.
An empirical studywasconductedinordertoidentifythe factorsimpactingSMEs’involvementwith
the internet.The levelof involvementcanbe gaugedby variousinternal andexternalfactorssuchas
firmsize,personal efficacy,priortechnologyuse etc.
17
Chapter 3
3.1 ResearchMethodology
• This report has been prepared on the basis on the experience and knowledge acquired
during the period of my internship. To prepare this report I have used both primary
and secondary data.
 Primary data:- In preparation of the report, no structured questionnaire was used.
Data pertaining to digital marketing process and most of the information was
collected from my project guide of the company and Through ubersuggest.com, SEO
data were collected online. These live data were taken on a regular interval basis
analysing all the parameters and then generating the SEO reports. Along with this,
Website Traffic Ranks were also taken out on regular interval basis from
googleanalytics.com
 Primary data was collectedthrough :-
1. www.ubbersuggest.com
2. www.kwfinder.com
3. www.gtmetrix.com
4. www.pingdom.com
 Secondaryobjective :-
 To analyse which seo technique is really working.
 To analyse the website traffic.
 To find relevant keywords.
 To messure the speed of the website.
 SecondaryData was collectedthrough:-
1. www.googleanalytics.com
2. www.googlesearchconsol.com
3. www.semrush.com
 From above website i collect all the data and this website is also help full to got to
know the traffic of the website, over all performance of the website , ranking of the
website on google.
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Chapter :- 4
Data Analysis & Interpretation
4.1 History of digital marketing:
 People are consuming digital content on a daily basis.
Very soon, traditional marketing platforms will disappear, and the
digital market will completely take over. There are a number of
advantages to Digital Marketing. Unlike traditional marketing,
digital marketing is more affordable.
 You can reach a larger audience in a shorter time-period.
Technological advances have resulted in considerable attrition of
the customer-base of traditional marketing agencies &
departments. People have moved on to tablets, phones, and
computers, which are the areas where digital marketers have
gained the most ground.
 The term Digital Marketing was first used in the 1990s.
The digital age took off with the coming of the internet and the
development of the Web 1.0 platform. The Web 1.0 platform
allowed users to find the information they wanted, but did not
allow them to share this information over the web. Up until then,
marketers worldwide were still unsure of the digital platform.
They were not sure if their strategies would work since the
internet had not yet seen widespread deployment.
 In 1993, the first clickable banner went live, after which
HotWired purchased a few banner ads for their advertising. This
marked the beginning of the transition to the digital era of
marketing. Because of this gradual shift, the year 1994 saw new
technologies enter the digital marketplace. The very same year,
Yahoo was launched.
Digital Marketing
19
 1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo
brought to the market Yahoo web search. Two years later, the internet bubble burst
and all the smaller search engines were either left behind or wiped out leaving more
space for the giants in the business. The digital marketing world saw its first steep
surge in 2006, when search engine traffic was reported to have grown to about 6.4
billion in a single month. Not one to get left behind, Microsoft put MSN on the
backburner, and launched Live Search to compete with Google and Yahoo.
 Then came Web 2.0, where people became more active participants rather than
remain passive users. Web 2.0 allowed users to interact with other users and
businesses. Labels like ‘super information highway’ began to be applied to the
internet. As a result, information flow volumes –including channels utilized by digital
marketers- increased manifold, and by 2004, internet advertising and marketing in the
US alone brought in around $2.9 billion.
 Soon, social networking sites began to emerge. MySpace was the first social
networking site to arrive, soon followed by Facebook. Many companies realized all
these fresh new sites that were popping up were beginning to open new doors of
opportunities to market their products and brands. It opened fresh avenues for
business, and signaled the beginning of a new chapter to business. With new
resources, they needed new approaches to promote their brands & capitalize on the
social networking platform.
 Products marketed digitally are now available to customers at all times. Statistics
collected by the Marketingtechblog for 2014 show that posting on social media is the
top online activity in the US. The average American spends 37 minutes a day on
social media. 99% of digital marketers use Facebook to market, 97% use Twitter,
70% use Google+, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers
have acquired customers through Facebook. 67% of Twitter users are far more likely
to buy from brands that they follow on Twitter. 83.8% of luxury brands have a
presence on Pinterest. The top three social networking sites used by marketers are
LinkedIn, Twitter, and Facebook.
 The digital market is in a constant state of flux. A digital marketing professional must
find ways to keep up with this change. They need to be able to keep an eye out for
emerging trends and the development of newer and smarter Search Engine
Algorithms. After all, nobody can afford to get left behind in this race.
20
4.2 User of google overthe year :-
user of google over the year
According to a 2019 comScore public release , as of December 2018, Google
enjoyed a 76% share of web search volume worldwide, with 114.7 billion
searches that month.
 Baidu has a 10% share (14.5 billion searches in December 2018).
 Yahoo 8% (8.6 billions searches in December 2018).
 Yandex 6% (4.8 billionssearches December 2018).
 Even though as Yandex and Baidu might be growing at a somewhat faster rate
compared to Google, the distance between Google and the other search
engines in terms of search volume is so vast that any moderate growth
differential doesn't impact Google's global leadership in any significant way
(see chart below).
76%
10%
8%
6%0%
users
google baidu yahoo yandex
21
Number of monthly searches worldwide
4.3 What is SEO?
SEO stand for “ search engine optimization “. It is the process of getting traffic from
the search result on search engine.
0
20
40
60
80
100
120
140
2015 2016 2017 2018
Number of monthly searches worldwide(in billions)
google baidu yahho yandex
22
4.4 Types of SEO:-
1. On page SEO
2. Of page SEO
4.4.1 On page SEO :- On page Optimization refers to all measures that can be taken
directly within the website in order to improve its position in the search ranking.
Factors thataffect the on page SEO:-
• Keywords
• Seed of the website
• Dwell time
• Responsive design
• Meta title and description
4.4.1.1 Keywords :- A keywords in the context of search engine optimization, is
particular words or phrase that description the content of web page.
 Tools that help to find keywords :-
 Ahrefs - paid
 Semrush – paid
 KW finder - paid
 Ubersuggest - free
 Kw finder :- kw finder is a paid tools which can help to find the related and
good keyword finder. It has also free trailer version but its just working for
20 days period of time.
23

using kw finder
 Ubersuggest:- ubbersuggest is best seo tool whixh is providing all the seo
related facility and tool was created by neil patel. He is a New York Times
best selling author. The Wall Street Journal calls him a top influencer on the
web, Forbes says he is one of the top 10 marketers
Using Ubersuggest
24
4.4.1.2 Speed of the website :- speed of the website means how much
time it will take to open in search engine.
 Tools that help to measure the speedof the website.
 pingdom – paid
 GT metrix – free
 Ubbersuggest
1. Pingdom :- Pingdom is a global performance and availability
monitoring solution for your websites, applications and servers. With our
comprehensive monitoring platform, we help you deliver the best possible
web experience to your customers.
25
Using pingdom
 GT metrix :- GTmetrix was developed by GT.net as a tool for our
managed hosting customers to easily determine the performance of their sites
26
Using GT metrix
 Ubbersuggest :-
Using ubbersuggest
27
4.4.1.3 Dwelltime :- Simply put, dwell time is the actual length of time that a visitor
spends on a page before returning to the SERPs. In theory, the longer the dwell time the
better, as this indicates that the visitor has consumed most (if not all) of the content on a page
before either returning to the SERPs or performing another action on the site.
4.4.1.4 Responsive design:- Responsive design is an approach to web page
creation that makes use of flexible layouts, flexible images and cascading
style sheet media queries. The goal of responsive design is to build web pages
that detect the visitor's screen size and orientation and change the layout.
Praksh`s website
28
4.4.1.5Meta title and description :- The meta description is an HTML
attribute that provides a brief summary of a web page. Search engines such as
Google often display the meta description—typically up to 160 characters
long—in search results where they can highly influence user click-through
rates.
29
4.4.2 Offpage SEO :- It refers to actions taken outside of your own website to impact
your rankings within search engine result pages ( SERP)
Factors thataffect the off page SEO :-
4.4.2.1 Backlinks
 follow vs nofollow backlinks
 anchor text
 link juice
 Backlinks :- A backlink is create when one website links to another. The
link between the two websites is the backlinks.
 Follow backlinks :- follow backlinks allow search engines and human to follow
them to reach websites.
 Nofollow backlinks :- nofollow backlinks attributes do not allow search engine
bots to follow link, it does not pass on link juice.
 Anchor text :- anchor text is the visible clickable text in a hyperlink , in modern
browser, it is often blue and underlined.
 Link juice :- link juice is the team used in the SEO works to refers to the value of
equity passed from one page or site to another. This value passed through hyperlink.
 Tools that help for backlinks.:-
 buzzstream – paid
 gmass – free
 ubersuggest – free
30
 ubersuggest :- from ubbersuggest we can find the relevant backlinks that is also
connect with the website. And it`s also give a suggest to us which website is available
relevant to us that so we can also connect with us.
Using ubbersuggest
 buzzstream :- As more and more companies adopt content marketing, an
ever-increasing volume of content gasps for attention. At BuzzStream, it’s
help marketers build the relationships with influencers they need to get that
attention, drive word-of-mouth traffic, improve search performance.
using buzzsteam
31
 Gmass :- from gmass we can send multiple people email at same time and
its very easy to manage. Its free tool and you just need to sign up with it and it
will be directly connected with your gmail account.
4.5Whatis webanalytics ?
 Web analytics is the process of analyzing the behavior of visitors to
a Web site. The use of Web analytics is said to enable a business to
attract more visitors, retain or attract new customers for goods or
services
 Tools that help for webanalytics :-
 google analytics - free
 Goole search consol – free
 ahrefs – paid
 Semrush :- free
 google analytics :- Google Analytics is a free Web analytics
service that provides statistics and basic analytical tools for search
engine optimization (SEO) and marketing purposes. The service is
available to anyone with a Google account. Google bought Urchin
Software Corporation in April 2005 and used that company’s Urchin
on Demand product as the basis for its current service.

Google analytics
32
 As shown in picture 72 click that prakash software website got in one day.
 And 3000 active user in 28 days that prakash software website got
 From google analyticstoolswe canalsomeasure fromwhere we getnumberof clickat our
website.
 As showinpicture approximately2645 clicksthat praksahwebsite getfromdirect.
 Almost1887 clicksgot fromorganicsearch.
 And75 clicksfrom social mediamarketing.
33
 Because of SEO almost5000 clicksfronew user that praksh`swebsite got.
 Andbecause of gooddesignandgood contentwritingitsalsoreduce the bounce rate from
prakash` s website.
 Andbecause of that newuser`sclickstheirare more chancesthat prakashgeta good
businessfromthem.
34
Google searchconsol :- google search consol is free service offered by google that help
you monitor, maintain, and troubleshoot your site`s presence in google search , results. You
don’t have to sign up for search consol to be included in google search result. But search
consol help you understand and improve how google sees your site.
Google search consol
35
SEM rush :- semrush is tool is specific to finding profitable keywords. We are living in
time now when SEO , isat the forefront of successful bog. SEMrush is program many new
and older bloggers are using to optimize their sites. And create the content their audience
their sites, create the content their audience wants and create a better experience foe their
visitors
semrush
36
Chapter :- 5
Summary & Conclusions
5.1 Results of the Study:-
 Prakash software solution pvt .Ltd is 19 years old company in vadodara. Which is
providing the it solution to the clients. The way that they generate the business is
threw calling and bidding from freelancer and upwork but they never focus on their
site which is not SEO friendly.
 So because of that bad content writing and not more backlinks connected with their
website they cannot get the success to get more clients from their site.
 So i was worked on their website and try to make it more SEO friendly so they will
easily get the clients from their website.
 Tried to find the relevant keywords from different tools and tried to connected
more backlinks as possible as to their website so their website can ranked on goole
so easily anyone can find it.
 And also measure the traffic of their website on daily basis.
 And the result of that everything is they get number of new clients to their website.
5.2.1 Suggestions :-
1. Team of SEO Experts:-
In a world dominated by digital technologies, blend of experienced and fresh SEO team can
greatly influence company’s reach to the outside world. As SEO is organic way of increasing
visibility, having a dedicated team of SEO experts will only help the company get more
prospective customers.
2. SEO Friendly Website:-
Website is the easiest way to establish an online presence. Website can be considered as a
gateway to the customers. Speaking of which, the current Jyaasa website is not SEO
optimized. The company is potentially losing out on a number of prospective customers as
the company cannot be easily discovered on search engines (major source for website
traffic)
3. Regular Contents :-
Given the work force and time commitment, preparing content on a daily basis is not
possible. But, creating one or two value added contents every week and posting it on the
company’s website can be a great way to move higher in the SERPs
37
5.2.2 Conclusion :-
Summary The internship program has been an excellent and rewarding experience for the
author. It has provided author with the opportunity to develop understanding of real world
working environment as well as establish network contact with different personnel from the
IT industry. The author has gained valuable insights into the dynamic field of Search Engine
Optimization. SEO is generally seen as a small phase in the web development technologies.
But during this internship, the author learnt that SEO is in itself a vast field which can be
considered a potential career choice. Last but not the least, the internship has made one
thing very clear to the author and that is there is no such thing as an overnight success when
it comes to SEO. It is a slow process but done the right way the fruit it bears is really sweet.
38
Bibliography
 www.googleanalytics.com
 www.serachconsol.com
 www.kwfindercom
 www.ubbersuggest.com
 www.pingdom.com
 www.gtmetrix.com
 www.semrush.com
39
Appendices
Using kw finder for keywords finding
Using ubbersuggest for keywords finding
40
speed measurement using pingdom
speed measurement using gtmetrix
41
speed measurement using ubbersuggest
finding backlinks using ubbersugest
42
google analytics data
google analytics data
43
Google search consol data
semrush data

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Digital marketing project

  • 1. 1 SUMMER INTERNSHIP PROJECT ON THE IMPACT OF SEO MARKETING ON BRAND BUILDING Undertaken at PRAKASH SOFTWARE SOLUTION PVT. LTD Submitted in partial fulfillment of the requirement for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION BATCH (2018-20) Submitted by Name of the Industry Mentor Dharmik Bhavsar Priyank Dalal MBA Semester II Sr. Business Development Executive Enrollment No. 180617200011 Under the Guidance of Paresh Patel Asst. Professor PARUL UNIVERSITY FACULTYOFMANAGEMENT STUDIES P.O. Limda, Tal. Waghodia, District Vadodara-391760
  • 2. 2 Declaration I am Dharmik Bhavsar , Enrolment No 180617200011. from parul institute of management and research (MBA) , Semester III of the Parul University, Vadodara hereby declare that the Summer Internship Report entitled “THE IMPACT OF SEO MARKETING ON BRAND BUILDING” is an original work and the same has not been submitted to any other Institute for the award of any other degree. Date: : Signature of the Student
  • 3. 3 INSTITUTE CERTIFICATE It is hereby certified that the Summer Internship Report submitted in partial fulfillment of Master o f Busin ess Ad m in is trat io n at parul institute o f management and research , Vadodara by Dharmik Bhavsar Enrolment No.180617200011 has been completed under my guidance and is Satisfactory. Date: Signature of the Guide Signature of the Director Prof. Paresh Patel Dr. Bijal Zaveri Asst Professor
  • 5. 5 Acknowledgement  The successful completion of this internship report would not have been possible without the support and assistance of many individuals and organizations. I feel immensely blessed to have gotten this during the course of my internship program. I would like to take this opportunity to offer my earnest admiration to each and every one of them.  First and foremost, I am highly indebted to Mr. HardikShah who took confidence in me and provided me with the opportunity to work as an Intern at Prakash Software Solution Pvt. Ltd. I had a wonderful and an unforgettable experience being part of such a lovely and lively team.  I express my sentiment of gratitude to Mr. PriyankDalal, an acclaimed Internet Marketer, who has been a continuous source of inspiration as my intern mentor. Without his constant guidance and suggestions, this report would have been nowhere near completion. My gratitude for his trust and generosity goes beyond words.  My special thanks to Mr. Paresh Patel for their constant guidance towards preparing this report standard as per the norms and values.  I would not forget to remember the efforts of the SEMrush and Buzzsumo, pioneers in Internet Marketing Service, who provided me with an extended subscription to their renowned products, solely for the successful completion of my internship program and this report.  Finally, my thanks and appreciations go to each and every one of my colleagues, and the entire Prakashteam, who irrespective of the situation, always encouraged and supported me to prepare this report.
  • 6. 6 Executive Summary  Prakash Software Solution Pvt. Ltd. is one of the fast growing Information Technology (IT) firms operating in the country. Prakash has established itself as a premium hub for Software Development among startups and mid-sized businesses around the world. The company primary business is cater the Information Technology (IT) requirement of businesses and transforms ideas into successful products.  The advent of Digital Marketing has fundamentally changed the way organizations approach their prospective customers. In today’s digital world, reachability and visibility are critical to the growth and success of any business, which is why increasing number of IT firms are employing various digital channels to appeal to sets of potential clients. One of these channels is the ‘Search Engines and the technique is the Search Engine Optimization’.  Search Engine Optimization (SEO) is the process of optimizing different aspects of a website so that it can be found easily in search engines based on certain search terms called keywords. The main objective of Search Engine Optimization is to organically improve the website’s ranking in the Search Engine Results Pages (SERPs). The higher the website ranks in SERP, the more exposure and traffic it gets.  The author completed his Internship program in Search Engine Optimization, and this report basically outlines SEO activities carried out by the author at Prakash Software Solution Pvt. Ltd. It spans the use of Search Engine Optimization (SEO) strategy implemented to improve the overall online presence of websites, and tools that were used to monitor, analyze and test the results. But, this report is not limited to the use of SEO; it also covers some aspects of Social Media Optimization (SMO) that was performed on different social media profiles of the host company.
  • 7. 7 Content Sr No. Particulars Page No. 1. Introduction 8 Introduction 8 Objective of study 9 Scope of study 10 Company profile 11 Industry Profile 12 2. Review of Literature 13 3. ResearchMethodology 16 4. Data Analysis &Interpretation 17-33 5. Summary& Conclusions 34 Results of the Study 34 Suggestions, Scope for further Study & Conclusion 35 6. Bibliography 36 7. Appendices 37
  • 8. 8 Table Of Chart and figures Sr. No Name of Chart and Figure Pg. No 1 Digital Marketing 18 2 User of google over the year 20 3 Number of monthly searches worldwide 21 4 Kw finder 22 5 Pingdom 24 6 GT metrix 25 7 Ubbersuggest 25 8 Prakash`s website 26 9 Ubbersuggest 29 10 Buzzsteam 29 11 Google Analytics 30 12 Google Search Consol 33 13 Semrush 34 14 Using kwfinder to find the keywords 38 15 Using Ubbersuggest to find the keywords 38 16 Speed Measurement usingPingdom 39 17 Speed measurement using GT metrix 39 18 Speed measurement using ubbersuggest 40 19 Finding backlinks using ubbersugest 40 20 Google Analytics data 41 21 Google Search Consol data 42 22 Semrush data 42
  • 9. 9 Chapter 1 Introduction  I started my internship program at my workplace, praksh software solution under content and business development department. My organizational line manager was Mr. Hardik shah, managing director , , Praksh software solution . Given a choice one was allowed to choose the field in which I was interested. As my interest and curiosity was in online or digital marketing, I chose digital marketing because it is a blooming method, the growth of digital marketing is tremendous and expected to grow more. Every industry is affected by the advances of digital marketing, especially software providing company . Digital marketing is one of the most popular and effective marketing method in this techno savvy world in terms of cost and customer engagement. Due to this fall internship, I have learned many aspects of digital marketing including business development process, content writing, and social media management.  Working in prakashsoftware is proving to be a challenging and exciting experience for me as I am getting to work in an organization. I feel like I have a larger scope of contributing and learning here.  During the period of my internship, not only have I got to learn a lot of new things that will help me perform efficiently in the corporate world in the future, I also got to know many people and made a lot of new contacts that might greatly help me in the future. Communicating with people in social media and managing them is another great quality that I have earned during my internship in prakash software . My responsibility taught me how to take leadership, manage and make real time decisions in case of urgent situations. I have put my best effort in creating a constructive report that might serve both my academic purposes and help the organization as well.  I was assigned to create content, communicate with potential clients, lead generation and to come up with innovating promotional activities revolving around the products and services all of which required me to know these products and services inside out. The whole Digital Marketing team of prakashsoftware has been tremendously helpful in providing me information and insights in this regard from their experience which has proven to be instrumental in constructing this report.
  • 10. 10 1.1 Objective of study Broad Objective:  The Primary objective of this report is to understand the roles, implication and Impact on Digital Marketing on Brand Building. Specific Objectives:-  Some of the more specific objectives of the internship and the report are listed as fo llows. I have tried best to fulfill these objectives during my internship period at prakash software solution.  To get a better understanding of Digital Marketing and its impact on brand building.  Relating my academic knowledge to the real world corporate scenario.  Acquire knowledge and learning by participating actively in a corporate environment  To find out how digital marketing is helping conventional marketing process.  To evaluate the purpose, methods, elements, and effectiveness of Digital Marketing  Contribute to the organization’s growth  Help the organization to make more SEO friendly website.  Increase the awareness about the prakash software solution threw social media marketing.  Drive traffic/engage people /easily accessible.
  • 11. 11 1.2 Scope of study  The specific scope of the report is to understand the different concepts of digital marketing, but while implementing it might differ from situation to situation. This study helps me to get the reality check of a market where actual comparison between the classroom knowledge and the real situation can be done. By just learning theory and facing actual situations it concepts and practices might vary.  This study helps to understand and know how to deal with different kinds of customers and how to make an impressive online campaigns. This report will also try to illustrate how digital marketing is the most important and effective marketing method for software industry from the context of prakash software solution.
  • 12. 12 1.3company profile • Prakash Software is a software development company in India, having several years of experience and technical expertise in the areas of software development, custom application development, Quality Check and Analysis and IT consulting. • Prakash software established in 2000 and nowprakash is 19 years of old company in vadodara. • Parakshsoftware ismicrosoft partner gold certified company. • Praksh have anoher branch in ahemedabad. • prakshsoftware have mastery over open sources like PHP, Drupal, Joomla, WordPress, Zend and Code Igniter to mention a few. • Prakash software also command the Microsoft Platforms of ASP.NET, SharePoint 2010, SharePoint 2013, Telerik, Microsoft Dynamics CRM, Silverlight, MVC, WCF, and WPF. • Prakash software also excel in mobile technology and cater to customer need to develop classy Android, iPhone and cross platform. • Address:- “Induchacha House”, , Near Chhani Circle, TP 13, , Chhani Jakatnaka, Vadodara, Gujarat 390002  Website:- https://www.prakashinfotech.com/about-us/over-view/ •
  • 13. 13 1.4 industry profile  The Prakash Group is an amalgamation of many industries which strive for the virtue called excellence. Prakash software are world leaders in a finite set, but with infinite qualities. From Chemicals to Herbal Products, from Financial to Telecom services, from Telecom to Trading, from Retail to Stationeries and Consumables, you name it, and will find that The Prakash Group is already an ace in the field. But this agility and vastness in our Group never compromises with quality, hence earning us the reputation of a Company with Vision.  Prakash software spread across Europe, Australia, America, and Asia. With prakash symbiotic approach and with the domain knowledge of the scenarios, prakash keep delivering brilliant work, ever to the satisfaction of prakash clients and customers. We were born in the year 1950, and have steadily climbed the staircase of success, with prakash valiant efforts and honesty in prakash work. Prakash trump card is the equity prakash maintain between the experience and youth alike.  Praksh took the world by storm and aim to reach greater heights accompanied by the content feel of prakash acquaintances and partners. Prakash encourage the growth of the ‘e world’, by indulging in providing world class software solutions as well. Here is a brief about the expanse and limits of our companies, available at your service  https://www.prakashinfotech.com/about-us/over-view/
  • 14. 14 chapter :- 2 2.1 :- Review of Literature 1.J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is “Impact of E-commerce on marketing”. Marketing is one of the business function most dramatically affected by emerging information technologies. Internet is providing companies new channels of communication and interaction. It can create closer yet more cost effective relationships with customers in sales, marketing and customer support. Companies can use web to provide ongoing information, service and support. It also creates positive interaction with customers that can serve as the foundation for long term relationships and encourage repeat purchases. 2.Neelika Arora 32has published research article entitled “Trends in Online Advertising” in advertising Express, Dec2004. The global online advertising revenues are expected to touch US $10bn by 2006. In India, the revenues at present are estimated to be Rs. 80 cr. and are expected to increase six times more within the next five years. In India, Internet as a medium is accepted by a wider industrial segment that includes automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business services and tourism. Out of these , it is estimated that the banking, FMCG and insurance sectors together account for 45% of the total advertising spend. In comparison to this, automotive, travel and retail spend 37% of the total advertising revenue and financial service companies spend 12% only. Some of the top spenders in India are automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in the field of finance and IT are also increasing their spending. Globally, the trend is that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture. Approximately, 90% of the Goggle revenues come from advertising. In India, portals like indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online spender. This article explains demographic profile of Indian users. It also gives the comparison between global trend and Indian trend, which is useful for my research work. 3.Sumanjeet37 has published article on “On Line Banner Advertising”- in Indian Journal of Marketing. Online banner advertising has great potential as an advertising medium. It is easy to create, place and use. It offers companies targeting well educated, innovative, affluent males/females or students with great potential for success as their segments are highly represented.
  • 15. 15 4.NicholasInd , Maria Chiara Riondino36 have originally published their article inthe Journal of Brand Managementin September 2001. The title of this article is “Branding on the Web: A real Revolution?” In this paper difference in corporate attitudes to the Web are discussed and conclusions as to the way in which branding practice and theory are affected by the new technology are drawn. This article explains the Web is both a distribution and a communications channel that facilitates interaction community building, openness and comparability. 5.JaffreyGraham45 has published his article entitled “Web advertising’s future >>> e Marketing strategy” Morgan Stanley Dean Witter published an equity research report analyzing the Internet marketing and advertising industry. The report studies research from dozens of companies and calculates the cost and effectiveness of advertising across various media. Branding on the Internet works. For existing brands, the Internet is more effective in driving recall than television, magazines, and newspapers and at least as good in generating product interest 6.Advertising in social media: How consumers act after seeing social ads. Adapted from Nielsen(2012:10). Social media has not only changed how people communicate online, but it has also changed the consumption of other media too. Online social connections are used to filter, discuss, disseminate, and validate news, entertainment, and products for consumption. (Ryan 2011: 15) The next chapters will explain more about each of the world’s current most widely used social medias. There are, of course, many other social networks and applications (apps) available but considering the study, the focus is on the main medias. 7. Victor Van Valen has published article “Is Your Marketing Smart” Today advertisers not only need to cater to and directly pinpoint a precise targeted audience, but they need to customize their advertisements as well. In web media, you have an idea of who will see your ads, and it create an impact on your audience. For example, you know Femina Magazine would be great to target women so you can promote your new beauty product in this magazine. But when it comes to online venues, how can you target the right audience when millions are browsing? 8.Vikas Bondar has published his article on “sales and marketing strategies” Internet is a really good thing. The Internet gives people a greater amount of information as we need. It is the best way to get a comparison of the products that we need. If we are interested in buying, it is best for us to check the Web sites. Also if we would like to make our own Web page we can do this, without paying a lot of money. From where do we set all this information? The answer is from advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more. Year after year we get more and more new, interesting information and in the future the Internet use will increase more than now. This article explains how internet is useful tool for advertisement Digital marketing:
  • 16. 16 9.This researchpaper(Das, 2016)found that the “Demographic variables like age, gender, income have a significant” impact or influence on Digital and Social Media Marketing (DSMM) engagements. For constructing the DSMM strategies, the social media marketing conceptual model can be very much beneficial to provide practical propositions on the major components and the various aspects of engagement pattern. A detailed examination shows thatfactor analysis method was “Impacting Digital Marketing” used and the findings established that there is a positive relationship between Internet Savvy and Innovativeness with theirInternet utilization and the Internet utilization shows a positive relationship with sales performance as identified by them. 10. The article (Goel, 2016) bringstolight”few factors affecting digital marketing from the marketer’s perspective”. These factorsare the target market,channels,technology,content,socialmedia,talent,andbudget. For instance,the firstandforemostfactorfromthe marketer’spointof view istodecide the target market.Moreover,the contentshouldformanalliance withthe interestsof the targetmarket. 11. The study (Vachani& Vallabhbhai, 2014) analyzes the various distinctions betweenthe traditional marketing ande-Marketing effectiveness. The e-Marketingpreferencesandusefulnessamongthe customersare measured.The study highlightsthe online consumer’slevel of satisfactionandthe variousdrawbacksof the online businesses.There isashiftinthe marketingtrendall overthe worldfroma purelytraditional store formatto a mix of bothphysical andvirtual stores.A crucial part of the range of servicesthata marketerhasto offeristhroughthe web.Overthe world,the numberof people usingthe internet as a mediumisgrowingexponentially,andIndiaisnoexception.Customersatisfactionplaysa predominantrole inthe successandsustenance of anybusinessorganization.Hence,the study examinesthe critical successfactorsindigital purchases,marketingandretailingfromthe perspective of the customers. 12. The paper (Ruby Roy Dholakia, 2004) reports the factors impacting Small and MediumEnterprises’ inclinationtowards the internet. An empirical studywasconductedinordertoidentifythe factorsimpactingSMEs’involvementwith the internet.The levelof involvementcanbe gaugedby variousinternal andexternalfactorssuchas firmsize,personal efficacy,priortechnologyuse etc.
  • 17. 17 Chapter 3 3.1 ResearchMethodology • This report has been prepared on the basis on the experience and knowledge acquired during the period of my internship. To prepare this report I have used both primary and secondary data.  Primary data:- In preparation of the report, no structured questionnaire was used. Data pertaining to digital marketing process and most of the information was collected from my project guide of the company and Through ubersuggest.com, SEO data were collected online. These live data were taken on a regular interval basis analysing all the parameters and then generating the SEO reports. Along with this, Website Traffic Ranks were also taken out on regular interval basis from googleanalytics.com  Primary data was collectedthrough :- 1. www.ubbersuggest.com 2. www.kwfinder.com 3. www.gtmetrix.com 4. www.pingdom.com  Secondaryobjective :-  To analyse which seo technique is really working.  To analyse the website traffic.  To find relevant keywords.  To messure the speed of the website.  SecondaryData was collectedthrough:- 1. www.googleanalytics.com 2. www.googlesearchconsol.com 3. www.semrush.com  From above website i collect all the data and this website is also help full to got to know the traffic of the website, over all performance of the website , ranking of the website on google.
  • 18. 18 Chapter :- 4 Data Analysis & Interpretation 4.1 History of digital marketing:  People are consuming digital content on a daily basis. Very soon, traditional marketing platforms will disappear, and the digital market will completely take over. There are a number of advantages to Digital Marketing. Unlike traditional marketing, digital marketing is more affordable.  You can reach a larger audience in a shorter time-period. Technological advances have resulted in considerable attrition of the customer-base of traditional marketing agencies & departments. People have moved on to tablets, phones, and computers, which are the areas where digital marketers have gained the most ground.  The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted, but did not allow them to share this information over the web. Up until then, marketers worldwide were still unsure of the digital platform. They were not sure if their strategies would work since the internet had not yet seen widespread deployment.  In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo was launched. Digital Marketing
  • 19. 19  1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006, when search engine traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put MSN on the backburner, and launched Live Search to compete with Google and Yahoo.  Then came Web 2.0, where people became more active participants rather than remain passive users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and by 2004, internet advertising and marketing in the US alone brought in around $2.9 billion.  Soon, social networking sites began to emerge. MySpace was the first social networking site to arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were popping up were beginning to open new doors of opportunities to market their products and brands. It opened fresh avenues for business, and signaled the beginning of a new chapter to business. With new resources, they needed new approaches to promote their brands & capitalize on the social networking platform.  Products marketed digitally are now available to customers at all times. Statistics collected by the Marketingtechblog for 2014 show that posting on social media is the top online activity in the US. The average American spends 37 minutes a day on social media. 99% of digital marketers use Facebook to market, 97% use Twitter, 70% use Google+, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.  The digital market is in a constant state of flux. A digital marketing professional must find ways to keep up with this change. They need to be able to keep an eye out for emerging trends and the development of newer and smarter Search Engine Algorithms. After all, nobody can afford to get left behind in this race.
  • 20. 20 4.2 User of google overthe year :- user of google over the year According to a 2019 comScore public release , as of December 2018, Google enjoyed a 76% share of web search volume worldwide, with 114.7 billion searches that month.  Baidu has a 10% share (14.5 billion searches in December 2018).  Yahoo 8% (8.6 billions searches in December 2018).  Yandex 6% (4.8 billionssearches December 2018).  Even though as Yandex and Baidu might be growing at a somewhat faster rate compared to Google, the distance between Google and the other search engines in terms of search volume is so vast that any moderate growth differential doesn't impact Google's global leadership in any significant way (see chart below). 76% 10% 8% 6%0% users google baidu yahoo yandex
  • 21. 21 Number of monthly searches worldwide 4.3 What is SEO? SEO stand for “ search engine optimization “. It is the process of getting traffic from the search result on search engine. 0 20 40 60 80 100 120 140 2015 2016 2017 2018 Number of monthly searches worldwide(in billions) google baidu yahho yandex
  • 22. 22 4.4 Types of SEO:- 1. On page SEO 2. Of page SEO 4.4.1 On page SEO :- On page Optimization refers to all measures that can be taken directly within the website in order to improve its position in the search ranking. Factors thataffect the on page SEO:- • Keywords • Seed of the website • Dwell time • Responsive design • Meta title and description 4.4.1.1 Keywords :- A keywords in the context of search engine optimization, is particular words or phrase that description the content of web page.  Tools that help to find keywords :-  Ahrefs - paid  Semrush – paid  KW finder - paid  Ubersuggest - free  Kw finder :- kw finder is a paid tools which can help to find the related and good keyword finder. It has also free trailer version but its just working for 20 days period of time.
  • 23. 23  using kw finder  Ubersuggest:- ubbersuggest is best seo tool whixh is providing all the seo related facility and tool was created by neil patel. He is a New York Times best selling author. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers Using Ubersuggest
  • 24. 24 4.4.1.2 Speed of the website :- speed of the website means how much time it will take to open in search engine.  Tools that help to measure the speedof the website.  pingdom – paid  GT metrix – free  Ubbersuggest 1. Pingdom :- Pingdom is a global performance and availability monitoring solution for your websites, applications and servers. With our comprehensive monitoring platform, we help you deliver the best possible web experience to your customers.
  • 25. 25 Using pingdom  GT metrix :- GTmetrix was developed by GT.net as a tool for our managed hosting customers to easily determine the performance of their sites
  • 26. 26 Using GT metrix  Ubbersuggest :- Using ubbersuggest
  • 27. 27 4.4.1.3 Dwelltime :- Simply put, dwell time is the actual length of time that a visitor spends on a page before returning to the SERPs. In theory, the longer the dwell time the better, as this indicates that the visitor has consumed most (if not all) of the content on a page before either returning to the SERPs or performing another action on the site. 4.4.1.4 Responsive design:- Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries. The goal of responsive design is to build web pages that detect the visitor's screen size and orientation and change the layout. Praksh`s website
  • 28. 28 4.4.1.5Meta title and description :- The meta description is an HTML attribute that provides a brief summary of a web page. Search engines such as Google often display the meta description—typically up to 160 characters long—in search results where they can highly influence user click-through rates.
  • 29. 29 4.4.2 Offpage SEO :- It refers to actions taken outside of your own website to impact your rankings within search engine result pages ( SERP) Factors thataffect the off page SEO :- 4.4.2.1 Backlinks  follow vs nofollow backlinks  anchor text  link juice  Backlinks :- A backlink is create when one website links to another. The link between the two websites is the backlinks.  Follow backlinks :- follow backlinks allow search engines and human to follow them to reach websites.  Nofollow backlinks :- nofollow backlinks attributes do not allow search engine bots to follow link, it does not pass on link juice.  Anchor text :- anchor text is the visible clickable text in a hyperlink , in modern browser, it is often blue and underlined.  Link juice :- link juice is the team used in the SEO works to refers to the value of equity passed from one page or site to another. This value passed through hyperlink.  Tools that help for backlinks.:-  buzzstream – paid  gmass – free  ubersuggest – free
  • 30. 30  ubersuggest :- from ubbersuggest we can find the relevant backlinks that is also connect with the website. And it`s also give a suggest to us which website is available relevant to us that so we can also connect with us. Using ubbersuggest  buzzstream :- As more and more companies adopt content marketing, an ever-increasing volume of content gasps for attention. At BuzzStream, it’s help marketers build the relationships with influencers they need to get that attention, drive word-of-mouth traffic, improve search performance. using buzzsteam
  • 31. 31  Gmass :- from gmass we can send multiple people email at same time and its very easy to manage. Its free tool and you just need to sign up with it and it will be directly connected with your gmail account. 4.5Whatis webanalytics ?  Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services  Tools that help for webanalytics :-  google analytics - free  Goole search consol – free  ahrefs – paid  Semrush :- free  google analytics :- Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google bought Urchin Software Corporation in April 2005 and used that company’s Urchin on Demand product as the basis for its current service.  Google analytics
  • 32. 32  As shown in picture 72 click that prakash software website got in one day.  And 3000 active user in 28 days that prakash software website got  From google analyticstoolswe canalsomeasure fromwhere we getnumberof clickat our website.  As showinpicture approximately2645 clicksthat praksahwebsite getfromdirect.  Almost1887 clicksgot fromorganicsearch.  And75 clicksfrom social mediamarketing.
  • 33. 33  Because of SEO almost5000 clicksfronew user that praksh`swebsite got.  Andbecause of gooddesignandgood contentwritingitsalsoreduce the bounce rate from prakash` s website.  Andbecause of that newuser`sclickstheirare more chancesthat prakashgeta good businessfromthem.
  • 34. 34 Google searchconsol :- google search consol is free service offered by google that help you monitor, maintain, and troubleshoot your site`s presence in google search , results. You don’t have to sign up for search consol to be included in google search result. But search consol help you understand and improve how google sees your site. Google search consol
  • 35. 35 SEM rush :- semrush is tool is specific to finding profitable keywords. We are living in time now when SEO , isat the forefront of successful bog. SEMrush is program many new and older bloggers are using to optimize their sites. And create the content their audience their sites, create the content their audience wants and create a better experience foe their visitors semrush
  • 36. 36 Chapter :- 5 Summary & Conclusions 5.1 Results of the Study:-  Prakash software solution pvt .Ltd is 19 years old company in vadodara. Which is providing the it solution to the clients. The way that they generate the business is threw calling and bidding from freelancer and upwork but they never focus on their site which is not SEO friendly.  So because of that bad content writing and not more backlinks connected with their website they cannot get the success to get more clients from their site.  So i was worked on their website and try to make it more SEO friendly so they will easily get the clients from their website.  Tried to find the relevant keywords from different tools and tried to connected more backlinks as possible as to their website so their website can ranked on goole so easily anyone can find it.  And also measure the traffic of their website on daily basis.  And the result of that everything is they get number of new clients to their website. 5.2.1 Suggestions :- 1. Team of SEO Experts:- In a world dominated by digital technologies, blend of experienced and fresh SEO team can greatly influence company’s reach to the outside world. As SEO is organic way of increasing visibility, having a dedicated team of SEO experts will only help the company get more prospective customers. 2. SEO Friendly Website:- Website is the easiest way to establish an online presence. Website can be considered as a gateway to the customers. Speaking of which, the current Jyaasa website is not SEO optimized. The company is potentially losing out on a number of prospective customers as the company cannot be easily discovered on search engines (major source for website traffic) 3. Regular Contents :- Given the work force and time commitment, preparing content on a daily basis is not possible. But, creating one or two value added contents every week and posting it on the company’s website can be a great way to move higher in the SERPs
  • 37. 37 5.2.2 Conclusion :- Summary The internship program has been an excellent and rewarding experience for the author. It has provided author with the opportunity to develop understanding of real world working environment as well as establish network contact with different personnel from the IT industry. The author has gained valuable insights into the dynamic field of Search Engine Optimization. SEO is generally seen as a small phase in the web development technologies. But during this internship, the author learnt that SEO is in itself a vast field which can be considered a potential career choice. Last but not the least, the internship has made one thing very clear to the author and that is there is no such thing as an overnight success when it comes to SEO. It is a slow process but done the right way the fruit it bears is really sweet.
  • 38. 38 Bibliography  www.googleanalytics.com  www.serachconsol.com  www.kwfindercom  www.ubbersuggest.com  www.pingdom.com  www.gtmetrix.com  www.semrush.com
  • 39. 39 Appendices Using kw finder for keywords finding Using ubbersuggest for keywords finding
  • 40. 40 speed measurement using pingdom speed measurement using gtmetrix
  • 41. 41 speed measurement using ubbersuggest finding backlinks using ubbersugest
  • 43. 43 Google search consol data semrush data