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  1. 1. CMS B SCHOOL JAIN UNIVERSITY Page 1 CHAPTER 1 Introduction
  2. 2. CMS B SCHOOL JAIN UNIVERSITY Page 2 Introduction to topic Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic. Search engine optimization aims to ensure that online content is found by users of web search engines, in particular by appearance of the 'optimised' site/page at the top of list of search results. It reflects recognition that many users rely on search engines rather than domain names, links or other pointers ( eg an URL featured on a business card or the side of a bus) for identification of content. It also reflects awareness that some users rely on search engines as their primary measure of the quality of online content, for example assuming that the first item on a list of search results will be the most authoritative, accurate or merely up-to-date.
  3. 3. CMS B SCHOOL JAIN UNIVERSITY Page 3 The acronym "SEOs" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. We are concentrating as to how SEO is being helping in the increase on the Volume of Business, where we are looking at only in the increase at volume in sales of the company after started using SEO facilities. The study has been restricted to Brick and Click companies and only Virtual Companies. Brick and Click Companies:Bricks and click is a business model by which a company integrates both offline (bricks) and online (clicks) presences, some. Additionally, many will also offer telephone ordering as well, or at least provide telephone sales support. A popular example of the bricks and clicks model is when a chain of stores allows the customer to order products either online or physically in one of their stores, also allowing them to either pick-up their order directly at a local branch of the store or get it delivered to their home. The bricks and clicks model has typically been used by traditional retailers who have extensive logistics and supply chains, but are well known and often respected for their traditional physical presence. Part of the reason for its success is that it is far easier for a traditional retailer to establish an online presence, than it is for a start-up company to employ a successful purely online one, or for an online only retailer to establish a traditional presence, including a strong and well recognised brand, without having a large marketing budget. Virtual Companies: An organization that uses computer and telecommunications technologies to extend its capabilities by working routinely with employees or contractors located throughout the country or the world. Using e-mail, faxes, instant messaging, data and videoconferencing, it implies a high degree of
  4. 4. CMS B SCHOOL JAIN UNIVERSITY Page 4 telecommuting as well as using remote facilities. This is purely based on online sales and not any physical building or face to face transactions. The study is about how Search Engine Optimization is been helping the firms in expanding their business through internet marketing. The internet has emerged as a cost effective communication channel between organizations and customers. This surge in online sales can be attributed to the internet’s unique characteristics as a marketing channel. Internet marketing here refers to advertising and marketing efforts that use the web and e mail to drive direct sales via e-commerce as well as sales leads from web sites or emails. Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising like radio, television, newspaper and magazines. SEO falls under the head of web marketing that includes e-commerce websites, affiliate marketing websites, promotional or informative websites, online advertising on search engines, and organic search engine results via, search engine optimization. The internet offers various interactive solutions that a marketer can use to reach a large number of customers or potential customers at a very low cost thus leading to a more focused marketing campaign. Furthermore, the internet offers many advantages to online firms such as the shortening of the supply chain, eliminating or reducing inventories, improving organizational visibility to a wider customer base, increasing revenues through cross-selling opportunities, improving interactivity, and gathering massive amounts of information on customers via surveys and spending habits. (Berthonetal,Blattberg and Deighton). Due to all these advantages, the internet has emerged as a lucrative marketing channel. SEO Optimizing The effectiveness of SEO may be measured by the position of a website on a Search Engine Results Page (SERP) when searching for certain keyword. Search engine optimisation is predicated on recognition that search engines use algorithms for sorting web sites, pages and other content for presentation in a list of search results in what is sometimes referred to as a search engine results page (SERP). Those algorithms are proprietary and often highly sophisticated. They are not static: they change over time, reflecting factors such as changing user needs, efforts to foil abuse by site operators and work to produce better results.
  5. 5. CMS B SCHOOL JAIN UNIVERSITY Page 5 Algorithms and thus SERP results vary from engine to engine. Variation is also attributable to different coverage of the net: some engines have simply encountered more sites/pages than others, some visit different parts of the net more frequently than other engines, some process submissions about new sites more quickly than their competitors. Objectives of the study The main aim of the present study is to accomplish the following objectives: 1. To know how only Virtual type of companies are been benefited after implementing SEO in terms of volume of business. 2. To know if SEO helps in capturing more customers. 3. SEO is a effective advertisement method. 4. To know how SEO is been helping increase brand or productawareness. 5. To know that SEO is acting effective in communicating to the customers online. Scope ofstudy:  Finding the awareness of the customers to the websites that is been using SEO.  Finding which is the most used campaign by the companies i.e. Marketing, E-Commerce, Corporatebranding exercise for SEO.  Finding the geographic coverage target in respect with the type of company. (Public/Private)  Finding how effective is SEO in the form of advertising than any other methods.  Finding if SEO is helping in increasing the sales visibility of the company. (Sales visibility here is the growth and future sales of the company)  This study was conducted during a period of 6 months, which is the time scope.
  6. 6. CMS B SCHOOL JAIN UNIVERSITY Page 6  Mostly parts of North and East Bangalore. The survey was also conducted online too. CHAPTER – 2 INDUSTRY AND COMPANY
  7. 7. CMS B SCHOOL JAIN UNIVERSITY Page 7 PROFILE INTRODUCTION In a society, the student generation must be positively influenced by the imparters of education who have a higher moral, ethical and social responsibility. They have to realize the importance of technology and have to be well aware how to teach the future leaders, they need to be technology better equipped. Annually, the demand for education is growing globally and India is no exception to it. In fact, in India, the number of applicants is three to five times as against the number of seats in any institution of education Therefore, need arises for such a system, which will help to reach to the maximum number of learners and ‘e-learning’ is the solution for it. E-Learning is the experience that is delivered or enabled by electronic technology. The delivery of learning or content can be over the intranet, extranet or over the Internet, via CDROM, interactive TV, or satellite broadcast . With the passage of time, student’s number is exploding on campuses. The universities have been averse to change their programs, both in content and delivery. A challenge is faced from alternative providers of education and training, with more focus on employability; the university professors represent a breed of career academics that remain isolated from the changes in the real world around them. Growing Global E-Learning Market
  8. 8. CMS B SCHOOL JAIN UNIVERSITY Page 8 There seems to be universal agreement that the worldwide E-Learning market will show fast and significant growth over the next three years. The worldwide market for Self-Paced E-Learning reached $35.6 billion in 2011. The five-year compound annual growth rate is estimated at around 7.6% so revenues should reach some $51.5 billion by 2016. A definition of Self-Paced Learning is Education in which learners study at their own pace, without a fixed starting date or regularly scheduled assignment completion dates in common with other students enrolled in the same program. However, there may be a fixed overall completion timeframe While the aggregate growth rate is 7.6%, several world regions appear to have significantly higher growth rates. According to recent regional studies, the highest growth rate is in Asia at 17.3%, followed by Eastern Europe, Africa, and Latin America at 16.9%, 15.2%, and 14.6%, respectively. The E-Learning market is clearly expanding year-on-year, even though it’s difficult to compare market data coming from different sources. Forexample, if you include the Gaming and Gamification tools within the E-Learning market, then the growth numbers are even more impressive. Using a “classic” understanding of E-Learning reveals at least three dominant sub-sectors:Content, Authoring tools, and Learning Platforms. The recent innovations within the technology infrastructure divide the Learning Platform into two business (and technological) models: Hosted and Installed platforms. According to a recent analysis from Ambient Insight, these sub-sectors are expected to grow at different rates Geographical Insights Each of the world’s regions has its idiosyncrasies In terms of the factors that drive this market. In Asia, for example, Government-funded projects related to literacy development in rural areas are a major driver to the introduction of E-Learning. In the Middle East, governmental interventions play a critical role in the dissemination of E-Learning material as educational methods. This is directed not only at students (ranging from those in elementary schools to those on postgraduate programs), but also at employees in the public sector. In some African countries, private universities are making the difference when it comes to investments. These Institutions are willing to provide a broad offering to their
  9. 9. CMS B SCHOOL JAIN UNIVERSITY Page 9 students in order to help them boosttheir careers. In African countries, in general, the introduction of mobile technologies and the use of social networks are major drivers to change. Nonetheless, the most important Change Agent remains the various countries’ Governments using direct interventions. Facebookand Twitter are used predominantly to supportdistance learning while VOIP solutions, such as Skype and Google Talk, are becoming popular as well. The U.S. and Western Europe markets are the most mature, with the biggest instances of E-Learning adoption ranging from K-12 solutions to business-related training. Asia has the world’s highest regional growth rate for E-Learning, of 17.3%. Revenues from the sale of E-Learning reached $5.2 billion in 2011 and are expected to more than double to $11.5 billion by 2016. The vast majority of these revenues will be generated from the sales of packaged content. Throughout the whole of Asia, Government-funded projects related to literacy development in rural areas are a major driver to the introduction of E-Learning. Focusing specifically on the Indian Market, the E-Learning industry in India was valued at INR 18.41 trillion in 2010/2011. Increasing Internet penetration, low-cost existing coverage and rising demand are expected to help this market develop strongly in the near future. The Ken Research Group report, ‘India’s E-Learning Market Outlook to FY2018 – Increasing Technology Adoption to Drive Future Growth’, estimates that the market should grow at a Compound Annual Growth Rate (CAGR) of 17.4% over the period FY2013 to FY2018. The key drivers for this market are: Increasing Government initiatives to promote E-Learning The growing adoption of technology The shortage of quality education, and Convenience and affordability factors With E-Learning being increasingly used to facilitate talent management in corporations, the demand for custom E-Learning content and technology is likely to increase. This should increase the overall growth rate for India’s E-Learning market in the future. In addition to technology adoption, the Indian E-Learning content market is expected to grow at a CAGR of 18.4% from FY 2014 to FY 2018. The strong Government initiatives pushing student enrolments in higher education and distance learning will keep propelling market expansion at an ever-increasing rate. The rapid adoption of mobile technology is going to play a
  10. 10. CMS B SCHOOL JAIN UNIVERSITY Page 10 major role in the way the entire digital experience is valued and consumed. The mobile ecosystem-- devices, carriers, app markets and so on --has become the fastest-growing industry ever recorded. The increasing sales numbers suggest that the growth of smartphones in India allows people greater access to the Internet via mobile devices rather than computers. Unlike a desktop PC or even a laptop, this is an education portal that people can take with them wherever they go. Hence, learning on the go will be the next thing to watch out for and platforms like Docebo, which fully supports mobile access, will continue to perform well as market leaders. SCOPE OF e-LEARNING IN INDIA Elearning can be examined at two levels. The first one is education and another one is training. For education can be used at both elementary and higher levels. In training it can be used by companies to train and upgrade their employees. e- learning permits the delivery of knowledge and information to learners at an accelerated pace, opening up new vistas of knowledge transfer. Early adopters are companies that have tried to supplement face-to-face meetings, demonstrations, training classes and lectures with this technology. ―The adoption of e-learning in all spheres—corporates,schools, universities, etc—is low at present. The Indian market is not substantial when compared to the international market. e-learning in India has been most successfulin the corporatesegment where it is seen as a means of achieving business goals and motivating employees .A lot of work has to be done to make e-learning successfulfor education, both formal and informal and to cultivate faith of people in online degrees in India apart from the ones given by renowned institutions like IITs. If e-learning reaches the remote and rural parts of India, it would be much faster to educate people. One major problem faced by India is that almost all highly skilled professionals are based in bigger cities that deprive the rural population from getting educated through them. E-learning simplifies this process bytaking the knowledge to masses provided that there‘s internet connectivity available at some nearby area. Even in the area of higher education, the supply and demand are not balanced. Looking at the population, the available universities are not enough to accommodateall the people seeking
  11. 11. CMS B SCHOOL JAIN UNIVERSITY Page 11 education. At this point distance education comes in and has already been quite popular. E-learning can play a major role even here CHALLENGES FACED BY e -LEARNING IN INDIA Majority of population staying in rural areas and making them aware about the conceptof elearning is a major challenge. Lack of infrastructure in terms of connectivity, availability of Internet, etc. is another issue. The government is taking various measures to improve the communication systems and new technologies like 3G in the telecom spacehave already started to be implemented to make things better. Social Implications of E-Learning are another segment of study that is very important to be understood for the success ofe-learning in India. The social implications of e-learning may be categorized into the following types of issues: cultural, gender, lifestyle, geographical, religious/spiritual, literacy, disabilities, and digital divide. Within the cultural issues category are content, multimedia, writing styles, writing structures, Web design, and participant roles. Some content, although crucial to the course, may be either unacceptable or unfavorable with certain members of the class. If faculties are aware of a sensitive component of the discussionor material covered, how can that faculty member lead the class to include or exclude the materials? Even writing styles can impact the process of holding an online course. The students and instructor need to know the ―rules of the road of written assignments. And, what participant roles are expected and/or tolerated; and, if the expectations are not met, who is responsible for keeping discussions and homework on track? Gender issues continue to be a part of class, even though people are separated by miles and even continents. Possibly it is the instructor‘s responsibility to monitor facilitation and rotate leadership roles in groups to assure gender neutralization. Any behavior issues must be addressed and corrected immediately. Lifestyle differences take on any number of forms, and the instructor will need to be on guard to assure equal treatment of class members, regardless of their respective lifestyles and preferences. In some situations the students themselves will take on this monitoring role, while in other situations the
  12. 12. CMS B SCHOOL JAIN UNIVERSITY Page 12 instructor must step in. The ―different strokes for different folks‖ adage must be maintained—preferably with a minimum of disruption to the entire class. Geographical issues and differences make be very apparent, especially when we are looking at a global perspective. For example, if a chat room activity is to take place, all impacted time zones need to be accommodated. Within this category would also fall the insensitive locale jokes. And even the technology issue of Internet access needs to be considered. In some communities, dial-up access is the only possible means of interconnect; there are no alternatives. Religious and spiritual considerations must be addressed and honored. Perhaps it would be unwise for an instructor to require work be done on certain days, given that these days may be religious days for some religions; suggest, perhaps, a block of time when activities might be assigned. A sensitivity to religions is critical. Literacy should be a ―given‖ for an online course, but it cannot be overlooked. Regardless of the level of the course, there will very possibly be people who lack certain skills (or at least could use improvement): reading, writing, information, and keying (typing) are skills which are necessary but may need improving. Disabilities must not be overlooked. The Digital Divide is the last category within these social implications to be discussed in this presentation and paper. Regardless of how the term ―digital divide‖ is defined, it means there is a gap, whether this difference is between general and minority groups, men and women, persons with disabilities and the remainder of the population, young and older members of the class. It comes down to differences—those without something (whatever this something happens to be) and those without it. Accessibility to technology and the training to use this technology will help reduce the digital divide, the gap between the haves and the have-nots. FUTURE OF e -LEARNING IN INDIA India has a major role to play in the international e-learning services industry. It is already one of the leading IT service provider countries, and it is now aiming to achieve the same position in the IT enabled services. The presence of world-class educational infrastructure and training professionals enables it to be one of the leading e-learning services providers in the world. On the domestic front, the government and private sectors have taken many e-learning initiatives. Though these initiatives have been met with a lot of enthusiasm and user acceptance, their
  13. 13. CMS B SCHOOL JAIN UNIVERSITY Page 13 commercial viability is still under consideration. The government has been taking some proactive measures in a regulatory and financial capacity to boostthe e- learning environment in India. Funds have been invested in setting up Internet kiosks in rural areas for the purposeof communication, which can be used for e – learning initiative as well and can help in providing informal and vocational training as well as formal education. The main strengths of the Indian e-learning services industry are: English speaking, highly qualified and techno savvy manpower Safe Electronic Environment – Official recognition for Digital Signatures and E- transactions Lower costs of human capital when compared to developed countries Strong and buoyant domestic education industry that facilitates up-gradation of skills and introduction of new products Advantages of e-Learning There are a number of advantages of e-learning. First, we are using state of-the-art technology and instructional strategies. Cultures can be shared through e-learning. Disabilities can be accommodated, with or without the knowledge of other participants. Gender may not be an issue, becausein many situations, gender is unknown—or it can be. Because of global access, the classroommay be the world. Nothing can replace traditional classroom teaching, but e-learning complements the process and can help reach out to the masses. The biggest advantage of e- learning lies in its ability to cover distances. For an organization that is spread across multiple locations, traditional training becomes a constraint. All trainees need to come to a classroom to get trained. Additionally, the trainee‘s learning pace is not addressed as all trainees are treated as having equal abilities and there is little flexibility in terms of timing and completion of the course. The major advantage is the consistency that e-learning provides. e-learning is self-paced, and learning is done at the learner‘s pace. The content can be repeated until it is understood by the trainee. It can be made compelling and interesting with multimedia, and the trainee can be given multiple learning paths depending on his or her needs. Disadvantages of E-Learning
  14. 14. CMS B SCHOOL JAIN UNIVERSITY Page 14 Just as a glass may be half full, it may also be half empty. Which means, there are also disadvantages to e-learning. Class members with disabilities may be functioning at a disadvantage for a number of reasons. Some participants may be technologically challenged and are hesitant to participate in full. Online discussions may inhibit class members, or they may encourage banter. One of the common disadvantages to e-learning is that some students, especially those for whom English is not their native language, have difficultycommunicating and being understood. Another group of students may experience computer or technology anxiety, which may in turn impact their learning and their final grades. Challenges to E-Learning a) Cost While delivery costs ofe-learning are significantly reduced compared to costs associated with classroom learning delivery, especially when large numbers of learners are involved (RUMBLE, 2001). The initial development and purchase of elearning products represents a major barrier to the adoption of e-learning training within organizations. This claim is substantiated by evidence from a survey conducted for the Office of Learning Technologies (OLT) in Canada, which found that costwas the single most important factor preventing employers from investing in elearning In any case, organization must weigh the initial costs ofdeveloping e- learning against savings accrued from economics of scale at delivery time. b) Lack of time The lack of time as an obstructing factor comes second, after the costbarrier. Long development cycles prohibit many institutions from engaging in production of custom e-learning training. Lengthy time-to-promote is especially true for small institutions who have limited capacities to producecomplex, media-rich, highly interactive and customized solutions. As a result, an increasing number of institutions are starting to outsourcetheir e-learning activities to an application service provider . The trend toward the ASP model is still very slow mainly because institutions have proprietary content, highly confidential in nature, which they want to protect.
  15. 15. CMS B SCHOOL JAIN UNIVERSITY Page 15 c) Content Incompatibility and Penury Locating appropriate off-the-shelf e-learning material or converting custom elearning (i.e., classroom-based)material for use on an e-learning platform proves a major challenge for institutions. The difficulty resides primarily in the lack of interoperability between content materials purchased outside the company on the one hand, and both proprietary content and in-house applications. Additionally, content interoperability is also an issue when converting custom, in-house training products into online products due to technical incompatibilities. In consequence, theshortage of high-quality content, especially for the softskills area, is hindering the adoption of e-learning by institutions that still rely on e-learning as a short-term solution. d) Human Resistance The enthusiasm for e-learning technologies is limited for those who do not have the skills to use the technology, think it is more cumbersome than traditional tools or simply prefer the human interaction provided in instructor-led training. Considerable evidence of the prevalence of e-learning in the workplace was gathered in surveys by Industrial Design Centre (IDC) who found that 70% of respondents preferred instructor-led seminars and training. Consistent with these results, 88% of learners and 91% of managers expressed the desire to have a trainer assigned to an e-learning experience .These statistics seem to indicate that e-learning solutions are blending with traditional delivery methods rather than supplanting them, a trend reflected in the growth of “surrounds”or online meeting places offering supplemental materials and communication space for learners as a way of extending the instructor-led classroom. Blended learning, a mix of e-learning may serve as a transition step to allay fears and build learner acceptance of e-learning. e) TechnologicalBarriers Severe limitations of technology infrastructure also serve to hamper enthusiasm and the widespread use of e-learning technologies. These restrictions range from inadequate network speed and bandwidth capacity to incompatibility across different platforms and between different content materials. The bandwidth refers to the capacity of a communication channel to carry information (e.g., text, graphics, audio and videos). The insufficient bandwidth was rated as the most
  16. 16. CMS B SCHOOL JAIN UNIVERSITY Page 16 significant barrier in a survey where 65% of those surveyed indicated that increased transfer speed would result in increased usage for them. On a positive note, software, hardware incompatibility and low bandwidth are poised to improve rapidly as standards for interoperability are being developed. SWOT analysis of e learning e-Learning SWOTAnalysis Strengths Ability to offer education to large numbers of students from distant locations. Lower costs (travel, instructor fees). Shorter courses mean less time commitment necessary from corporate students. Lower cost means education is more accessible to people with limited financial resources. Use best instructors making best courses available to all. Weaknesses Large commitment to technology needed from universities, corporations offering e-learning courses. Lack of face-to-face contact with students. Current technology does not support low-cost, high-bandwidth, synchronous student-teacher interaction. Opportunities Ability to reach the world instantaneously with the latest news and technologies. Ability to train sales force and employees about product advancements. Access to courses from a variety of universities. Decrease long-term education expenses by shifting learning programs to the Web. Threats Lack of student interest. Equipment and technology requirements restrict adoption of e- learning. Lack of human interaction deters the learning process. Most corporate instructor-led courses last 4-5 days, comprehensive coverage of some topics could be lost in a shorter e-course.
  17. 17. CMS B SCHOOL JAIN UNIVERSITY Page 17 TRENDS IN E-LEARNING TECHNOLOGIES Mobile technologies In the future learning solutions and services will be integrated into mobile technologies as mobile phones, PDAs, digital pen and paper, and in the long term, mobile devices that are not yet on the market. In the long term, learning solutions and services are also likely to be integrated into electronic appliances, machines and information interfaces. For mobile learning there are two distinct potential markets which are evolving: a. The first one is the market of learning services for people that are without infrastructure (accessibility to internet and e-learning may not be as wide spread in rural or remote areas) and learners in developing economies b. The second one is the market of learning services for people who’s jobs require them to continuously move, people learning and receiving information while visiting various sites and locations, certain types students needing individualized learning education, on the move and while on external projects. In the United States the PDAs have already been used in schools and for workers on the move and this thing had significant results in terms of improved learning effectiveness. In Europe, mobile learning is beginning to develop, and telecommunications companies such as Nokia and Vodafone have already integrated these technologies into their training and development systems. However, the real growth across this sector remains to be seen. Any growth in this market is likely to happen in the medium to long term.
  18. 18. CMS B SCHOOL JAIN UNIVERSITY Page 18 Simulations in e-learning process For a number of years, simulations have played an important role in the training activities of certain sectors, like the defense, aviation and aeronautical industries in several countries. They were not adopted until now on a large scale as learning tools due to some factors like the costof development and the lack of tools for developing high-quality simulations. These days we are in a different situation and simulations are being adopted in other industries and for a broad range of skills and competence development. Technology and costbarriers arecontinuing to shrink, opening up the potential for wider adoption of simulation technology. Today, computer technologies, such as Macromedia Flash, have become ubiquitous and e-learning vendors with simulation-development expertise are trying to offer more industry- and topic-specific simulation templates. There are still barriers to be overcome, particularly in terms of design innovation, but computed mediated simulations are expected to gain a larger share of education and training activities. Simulations may offer advantages over handbooks and they can complement lectures, demonstrations and real world practice opportunities. The market for these kind of learning services will probably continue to grow as simulation technologies becomemore sophisticated and more costeffective to build. 1.3 Adaptive learning environments (ALEs) In the recent years there is an increasingly heightened awareness of the potential benefits of adaptivity in e-Learning. This is happening because the ideal of individualized learning (i.e., learning suited to the specific requirements and preferences of the individual) cannot be achieved, especially at a “massive” scale, using traditional approaches. Factors that further contribute in this direction include: the diversity in the “target” population participating in learning activities (intensified by the gradual attainment of life-long learning practices); the diversity in the access media and modalities that one can effectively utilize today in order to access, manipulate, or collaborate on, educational content or learning activities, alongside with a diversity in the context of use of such technologies. A learning environment is considered adaptive if it is capable of: monitoring the activities of its users; interpreting these on the basis of domain-specific models; inferring user requirements and preferences out of the interpreted activities,
  19. 19. CMS B SCHOOL JAIN UNIVERSITY Page 19 appropriately representing these in associated models; and, finally, acting upon the available knowledge on its users and the subject matter at hand, to dynamically facilitate the learning process. Adaptive behavior on the part of a learning environment can have several manifestations: • Adaptive Interaction which refers to adaptations that take place at the system’s interface and are intended to facilitate or supportthe user’s interaction with the system, without, however, modifying in any way the learning “content” itself. Examples of adaptations at this level include: the employment of alternative graphical or color schemes, font sizes, etc., to accommodateuser preferences, requirements or (dis-) abilities at the lexical (or physical) level of interaction; the reorganization or restructuring of interactive tasks at the syntactic level of interaction; or the adoption of alternative interaction meta phors at the semantic level of interaction. • Adaptive Course Delivery which constitutes the most common and widely used collection of adaptation techniques applied in learning environments today. In particular, the term is used to refer to adaptations that are intended to tailor a course(or, in some cases, a series of courses)to the individual learner. The intention is to optimize the “fit” between coursecontents and user characteristics / requirements, so that the “optimal” learning result is obtained, while, in concert, the time and interactions expended on a course are brought to a “minimum”. • Content Discovery and Assembly refers to the application of adaptive techniques in the discovery and assembly of learning material / “content” from potentially distributed sources/repositories. The adaptive componentof this process lies with the utilization of adaptation- oriented models and knowledge about users typically derived from monitoring, both of which are not available to non-adaptive systems that engage in the same process. • Adaptive Collaboration Supportis intended to capture adaptive supportin learning processesthat involve communication between multiple persons (and, therefore, social interaction), and, potentially, collaboration towards common objectives. This is an important dimension to be considered as we are moving away from “isolationist” approachesto learning, which are at odds with what modern learning theory increasingly emphasizes: the importance of collaboration, cooperative learning, communities of learners, social nego tiation, and apprenticeship in learning.
  20. 20. CMS B SCHOOL JAIN UNIVERSITY Page 20 One of the problems regarding the adaptive learning environments now is that existing standards do have some provisions for adaptation, but require substantial extensions to accommodatecommon practice in ALEs. The motivation for seeking standardization in adaptive e-Learning is directly linked to costfactors related to the development of ALEs and adaptive courses. 1.4 Open source e-learning tools Todayit is estimated that there are already more than 250 providers of commercial Learning Management Systems. In addition, there were recently identified more than 40 open source LMS offerings (some of the most well known are Moodle, ILIAS, eduplone, Claroline and SAKAI). Most of these products have extensive developer communities and present strong arguments for considering open sourceapplications like an alternative to commercial products. Someof the criteria that are in favor of making a decision regarding an Open Sourcesoftware applications are related to costsavings, stability, performance and access to code. On the other hand, for ensuring that users in the near future as well as the longer term have access to the best available applications, these Open Sourcesoftware applications should be built on open standards. It remains to be seen if open source e-learning technologies will capture the current or future market share from commercial providers, but the important thing in the process ofmaking a decision regarding the adoption of a certain e-learning software for education is to consider all software options and make a choice based on their merits. 1.5 Standards development Standard development is meant to knit together disparate groups and interests in the distributed learning community. It is intended to coordinate emerging technologies and capabilities with commercial/public implementations. Until some time ago, a number of organizations have been working on different but closely related aspects ofe-learning technology. These organizations have made great strides in their separate domains, but they have not been well connected to one another. Some of their specifications are general, anticipating a wide variety
  21. 21. CMS B SCHOOL JAIN UNIVERSITY Page 21 of implementations by various user communities (e.g., those using the Web, CD- ROMs, interactive multimedia instruction or other means to deliver instruction) and others are rooted in earlier practices and require adaptation to newly emerging approaches. The idea is now to build a common “reference model” for the foundation of a good Web-based learning. It is generally accepted that all systems, whether commercial or open source, should be built on open standards if the market is to develop. These standards should articulate guidelines that can be understood and implemented by developers of learning content. In the second place, they must be adopted, understood and used by as wide a variety of stakeholders as possible, especially learning content and tool developers and their customers. Thirdly, they must permit mapping of any stakeholder’s specific model for instructional systems design and development into itself. Stakeholders must be able to see how their own model of instructional design is reflected by the reference model they hold in common. In order to stimulate industry agreement some high-level requirements are established for the development of the e-learning environments. The requirements are: • Accessibility: the ability to locate and access instructional components from one remote location and deliver them to many other locations. • Adaptability: the ability to tailor instruction to individual and organizational needs. • Affordability: the ability to increase efficiency and productivity by reducing the time and costs involved in delivering instruction. • Durability: the ability to withstand technology evolution and changes without costly redesign, reconfiguration or recoding. • Interoperability: the ability to take instructional components developed in one location with one set of tools or platform and use them in another location with a different set of tools or platform. • Reusability: the flexibility to incorporate instructional components in multiple applications and contexts. Probably standards and specifications (such as IEEE LOM, SCORMand more recently IMS specifications such as IMS LD, IMS LIP and IMS QTI) will successfully evolve and become flexible enough to allow for the integration of real time learning processes, simulations, games, customized adaptive learning, digital rights management by 2010
  22. 22. CMS B SCHOOL JAIN UNIVERSITY Page 22 Future development in the sectorofe-learning suppliers The evolution of e-learning supplies can be characterized as follows: a) Many small e-learning operators in all productareas (technology, service and content) will have disappeared, merged with others (both international and national) or evolved into a different sub sector. Those that survive will have identified a valuable niche or built strong ties to a loyal customer base. b) New operators could emerge either in niche areas (game based learning, simulations, open source integration) or by complementing their current offerings with e-learning services. In the future telecommunications operators and professional associations are expected to enter the market as suppliers of e-learning services for their customers. c) The international (predominantly US and Canada-based) e-learning operators can be expected to continue their strong market presence and in some areas they will increase their dominance. Firms offering L(C)MS and enterprise suites include companies like IBM, Oracle, SAP, SumTotal and SABA, all mainly addressing the needs of large o rganizations. Within education segments, they will include companies like WebCT, Blackboard and Microsoft. Within live e-learning platforms, they will include Centra, Interwise and Webex. d) Strong international entrants can also be expected within emerging segments such as game based learning. US-based operators like Horn Interactive, Digital Mill, Socratic Arts, Breakaway Games, ACLS Interactive could be tempted to enter the European markets.
  23. 23. CMS B SCHOOL JAIN UNIVERSITY Page 23 COMPANY PROFILE CarveNiche Technologies
  24. 24. CMS B SCHOOL JAIN UNIVERSITY Page 24 CarveNiche Technologies is on the mission to bring world class personalized learning to every child. We are working on revolutionizing the world of education by using the latest innovations in the field of technology like machine learning, artificial intelligence, big data and analytics to overcome all the difficulties a child faces in the learning process. AvneetMakkar Co-Founder& CEO A technology enthusiast & software service delivery professional turned entrepreneur, Avneet is credited with conceptualizing and visualizing an educational expanse which is slated to revolutionize the way education is dealt with for vast masses. A keen campaigner for role of right to education in building nation & societal well-being, she is driven by the ambition to enable children to learn, improve and innovate than to study and merely survive. SaraswathyA Co-Founder A thoroughbred technologist, Saraswathy played a key role in the initial years to set up a strong foundation of the company. Prior to founding CarveNiche, she was a senior member of the Technology Leadership team at Infosys Technologies Limited. Saraswathy has over 15 years of IT industry experience and has been instrumental in delivering enterprise and technology architecture solutions for large transformational programs for Fortune 100 customers. An expert in providing thought leadership to business organizations in the US and Europe for setting up centers of Excellence in new IT trends like SOA and Enterprise Integration. Through her passion for technology and in depth specialization in IBM products, she ensured a competitive technology edge and helped set a platform which was instrumental in creating growth through multi- million dollar wins for her unit.
  25. 25. CMS B SCHOOL JAIN UNIVERSITY Page 25 Our Mission Our Vision is to becomea global leader in education technology, bringing innovative and affordable solutions that foster next generations into an era of progress, enlightenment and lifelong learning. We at CarveNiche Technologies are committed to delivering excellence in education through innovation and technology Our Values Integrity Passion for Education Customer Satisfaction Strive for Perfection Open culture Humility Service to Society Investors Mumbai Angels and Private Angel Investors. Angel Investing Angel Investors are individuals who invest in start-ups and early stage companies
  26. 26. CMS B SCHOOL JAIN UNIVERSITY Page 26 using a high-risk, high-return matrix. The majority of start-ups fail within the first five years of their operations. This makes the job of an angel investor even more invaluable. Apart from investing funds, most angels provide proactive advice, industry connections, and mentoring to founders. The goal is to create great companies by providing value creation, while simultaneously helping investors realize a high return on investment. Most angel investors are current or retired executives, business owners or high net worth individuals who have the knowledge, experience, connections and funds that help start-ups match up to industry standards. More than the funds, it is the guidance and mentorship of the angels helps a start-up in its early days. It is the endeavor of the team at Mumbai Angels to ensure that its members make the most profitable return on their angel investments. A direct result of your proactive contribution is that a large number of start-ups apply to us. Using a granular approach, we dissect each venture to identify the best from the rest. The ones with the most entrepreneurial potential are selected to be presented to our members. Thereafter, each member invests in his / her individual capacity. However, it is the network’s experience that ensures high investment efficiency and performance. Mumbai Angels seeks out “smart money” from its members. Apart from funds, we look for members who are able to mentor, strategize and offer connections to our start- ups that will take them to next level. The types of profiles and experiences we look for in members is listed below: Existing or ex high-ranking executives Business Owners Entrepreneurs who have an understanding of the challenges and difficulties often experienced by start-ups Experienced angel investors Extensive industry expertise High Net Worth Individuals Company Overview
  27. 27. CMS B SCHOOL JAIN UNIVERSITY Page 27 Giving the best quality education to every child is the mission of every parent and every school. While smaller class sizes, optimum student-teacher ratio are always desired, there are many practical challenges in achieving it. Class size on an average is still around 30 students with one teacher. It is practically impossible for the teacher to find out learning gaps at every chapter level in the class or adjust her teaching to accommodatelearning need of every child. Technology here can play a key role in improving the teaching and learning of the students by being the 'forcemultiplier' for the teacher. Also, parental involvement is another factor that can increase student achievement. Most parents these days have extremely busy schedules, work different hours, and can't always help their child with homework. Here again, technology can be a big help. It can help parents stay connected with their child education wherever they are and whenever they want. Keeping these dire needs of the education world in mind, the team at CarveNiche Technologies has designed three state-of-the-art educational products aimed at bringing the best out of every child Products : BeGalileo All too often, what happens in a classroomfalls short of what we know would be possible if money and resource were not a constraint. In a perfect world, students would work at their own pace, have their own curriculum finely tuned to their own needs, have one-on-one attention throughout and would get detailed and instantaneous feedback on everything they do. The reality though, is that we have usually over 30 students in our classrooms. Personalising the curriculum to this degree is just not practical or indeed possible. Adaptive Learning is a technology designed to tailor learning materials to a
  28. 28. CMS B SCHOOL JAIN UNIVERSITY Page 28 student, to look at how he or she performs on them and to choosethe next activity that they do based on that performance. beGalileo is a unique next generation adaptive learning platform for students. It personalizes the learning experience for every child and thus is a personal teaching assistant who we so desire for every child. Adaptive Learning Engine It assigns learning path to individual students based on their own performance. It also continuously collects and analyses performance information and utilises its artificial intelligence to decide how best to dynamically serve each student's pathway of learning, supporting low-ability students to progress as well as challenging the gifted and talented. Dynamic lessons Many times, students are not able to learn new concepts as they have not clearly understood the dependent concepts which were taught in earlier classes. This gap keeps widening year after year and slowly the student completely loses interest in a subject. beGalileo finds out the learning gaps for every individual student and lessons are dynamically generated. So, a student of grade 10 will get a lesson of grade 6 if that is required to clear his concepts. Rekindle the love for learning It assigns learning path to individual students based on their own performance. It also continuously collects and analyses performance information and utilises its artificial intelligence to decide how best to dynamically serve each student's pathway of learning - supporting low-ability students to progress as well as challenging the gifted and talented. Never ending rewards Using beGalileo is fun. The student can choosetheir own avatar. They are also constantly rewarded for mastery of concepts, consistency, timely completion of assessment and improvement in speed of learning. The rewards are in the form of
  29. 29. CMS B SCHOOL JAIN UNIVERSITY Page 29 badges and surprise gifts. Real time reports Teachers and Parents get detailed real time reports on the progress of their wards. These reports are detailed at a conceptlevel, class level and subject level. So, you never get out of touch with your child's learning wherever you are. Available anytime, anywhere The beGalileo platform can be accessed through any smartphone or tablet by just downloading an app. So, the learning never stops no matter where you are. WisdomLeap WisdomLeap is a holistic learning solution for schools. It handles all the learning needs of the schoolon a single platform. Learning Management System (LMS) Content creation and management. Assessment creation and management. Assignments and activities management. Collaboration tools (chats, blogs, wikis, forums and more. Continuous and Comprehensive Evaluation (CCE)Automation System Capture anecdotal records. Add Marks for SA and FA. Online auto graded FA assessments. Rubrics for FA assessments. Grade Co-scholastic areas and activities.
  30. 30. CMS B SCHOOL JAIN UNIVERSITY Page 30 Automated CCE report card generation. Multiple MIS reports. WybeeTab WybeTab is a comprehensive tablet based learning platform designed with the goal to engage, empower and educate young children to achieve schoolsuccess. Tablets are revolutionizing the way we learn. The future where heavy schoolbags are completely replaced by tablets is not very far and WybeeTab is the platform which helps you achieve this for your school. Complete Mobile Learning environment Inbuilt content modules for all subjects. No need of internet connection. eBooks built in. Covers classes Kindergarten to X. Assessment Engine Assessments across various difficulty levels. Multiple assessment formats. Detailed Reports and Student dashboard. Classroom Management Teacher can publish instant quizzes.
  31. 31. CMS B SCHOOL JAIN UNIVERSITY Page 31 Teacher can conductpolls. Teacher controlover student devices in classroom. E-Portfolio A student portfolio of all his work maintained online. Toolto capture student reflections. Upload wide range of portfolio artefacts. Share portfolio artefacts with teachers and classmates. Content Philosophy WisdomLeap Digital content is based on the theory of constructivism which was first proposedbyJean Piaget, a renowned Swiss developmental psychologist and philosopher known for his epistemological studies with children. It has emerged as one of the greatest influences on the practice of education in the last twenty five years and is being widely adopted worldwide. The theory basically says that people constructtheir own understanding through experiencing things and reflecting on those experiences. When we encounter something new, we first reconcile it with our previous ideas and experience, maybe changing what we believe, or maybe discarding the new information as irrelevant. In other words, we are active creators of our own knowledge. To do this, we must ask questions, explore, and assess what we know. In the classroom, this means, encouraging students to discuss, explore, reflect on their knowledge and continuously question themselves.When students continuously reflect on their experiences, their ideas gain in complexity and power, and they develop increasingly strong abilities to integrate new information. In a constructivist classroom, the teacher becomes an enabler and a facilitator. The teacher teaches by asking relevant question on the topic being taught, prompting students to examine their existing knowledge and slowly leading the students from concrete to the abstractconcepts.
  32. 32. CMS B SCHOOL JAIN UNIVERSITY Page 32 CHAPTER3 Research Methodology
  33. 33. CMS B SCHOOL JAIN UNIVERSITY Page 33 Data CollectionMethods Research is a systematic and formalized process it follows a certain sequence of actions. A Systematic research methodology is followed to complete the study the steps through which the research is undergone are Date resources: - The data required for the research can be either primary data or secondary data or both. Primary data is the first hand information that is freshly gathered by surveying the samples selected. Secondary data is the collected from company’s internal and external resources like company website, magazines, etc. Sampling procedure: - It is the technique in which we selected the sample. The non-probability sampling method the approaches for survey under which I have selected the samples as per my convenience. Sampling Frame: - The selection of the method is used for the present study under which the respondents are contacted personally as well have been sent e- mails and filled the Questionnaire through them. Sample size: - Different people were randomly selected from different areas in Bangalore were selected for survey. The sample size was 100. Collect the Information: - The required data is collected through the respondent’s i.e .from those companies which are using SEO. Analyse the Information: - The data collected from the respondents is analysed. The analysis is represented in the form of graphs. The data collected is analysed using the statistical tools. Present the findings: - It is the last step in the market research, which represents the termination of it. Here the results of analysed data have been shown. Data collectionmethods The data required for the research can be either primary data or secondary data or both. Primary data is the first hand information that is freshly gathered by surveying the samples selected. This was done by the way of handing out Questionnaire personally and through online to the selected sample which
  34. 34. CMS B SCHOOL JAIN UNIVERSITY Page 34 constituted of mothers and fathers. Secondary data is the collected from company’s internal and external resources like company website, newspaper, etc.
  35. 35. CMS B SCHOOL JAIN UNIVERSITY Page 35 Chapter4 Data analysis andinterpretation
  36. 36. CMS B SCHOOL JAIN UNIVERSITY Page 36 Statisticaltools for analysis The data collected from the respondents is analysed. The analysis is represented in the form of frequency distribution that is tabulated and graphs. Introduction to Data Analysis and Interpretation Data Analysis is the process of extracting, compiling and modeling raw data for the purposes of obtaining constructive information that can be applied to formulating conclusions, predicting outcomes or supporting decisions. Frequency distributions are used to organize and present frequency counts in a summary form so that the information can be interpreted quickly in a visual way A frequency distribution of data can be shown in a table or graph. Some common methods of showing frequency distribution are in the form of frequency tables and charts such as bar charts, pie charts, and histograms. In this study frequency distribution has been showed in the form of frequency tables and pie charts.
  37. 37. CMS B SCHOOL JAIN UNIVERSITY Page 37 SEO is an effective way of communicating to the customers online Table 4.1Table showing the communication effectiveness to the online customers Responses Number of people Percentage Strongly Agree 28 28% Agree 44 44% Neutral 23 23% Disagree 5 5% Strongly Disagree - - Total 100 100%
  38. 38. CMS B SCHOOL JAIN UNIVERSITY Page 38 Figure 4.1 Graph representing SEO as an effective way of communicating to the customers online. Interpretation: The above study shows that most of them agree and strongly agree that SEO is been an effective way of communicating to the customers than any other methods and just 5% of them disagree with the statement. Therefore SEO is one of the most effective ways in communicating to the customers online. 28% 44% 23% 5% 0% Graph 4.1 Strongly Agree Agree Neutral Disagree Strongly Disagree
  39. 39. CMS B SCHOOL JAIN UNIVERSITY Page 39 The conceptof SEO is easily understood by every internet user Table 4.2 Table showing the easy understanding of SEO by every internet users Responses Number of people Percentage Strongly Agree 25 25% Agree 40 40% Neutral 22 22% Disagree 8 8% Strongly Disagree 5 5% Total 100 100%
  40. 40. CMS B SCHOOL JAIN UNIVERSITY Page 40 Figure 4.2 Graph representing the percentage of internet user who easily understand the conceptof SEO Interpretation: The above study shows that people have a mixed opinion about all the internet users understanding the concept of SEO as 65% out of 100% agree with the statement and the remaining people have a mixed opinion regarding the understanding of the conceptof SEO 25% 40% 22% 8% 5% Graph 4.2 Strongly Agree Agree Neutral Disagree Strongly Disagree
  41. 41. CMS B SCHOOL JAIN UNIVERSITY Page 41 SEO advertising is more effective than other methods Table 4.3Table showing how SEO advertising is more effective than other methods Responses Number of people Percentage Strongly Agree 27 27% Agree 37 37% Neutral 22 22% Disagree 11 11% Strongly Disagree 3 3% Total 100 100%
  42. 42. CMS B SCHOOL JAIN UNIVERSITY Page 42 Figure 4.3 Graph representing the effectiveness of SEO when compared to other methods Interpretation: The above study shows that most of them agree that SEO is an effective way of marketing than any other methods as 64% of them are having a better sales and response by advertising through SEO and very few of them aren’t getting better results as per the study. 27% 37% 22% 11% 3% Graph 4.3 Strongly Agree Agree Neutral Disagree Strongly Disagree
  43. 43. CMS B SCHOOL JAIN UNIVERSITY Page 43 SEO helps in capturing more customers Table 4.4Table showing how SEO helps in capturing more customers Responses Number of people Percentage Strongly Agree 21 21% Agree 39 39% Neutral 18 18% Disagree 11 11% Strongly Disagree 11 11% Total 100 100%
  44. 44. CMS B SCHOOL JAIN UNIVERSITY Page 44 Figure 4.4Graph representing how effective is SEO being in capturing the customers for a company Interpretation: The above study shows that most of them have been actually gaining more customers with the help of SEO which indicates that this form of marketing is effective not only in promotional activities, but also in the effective. SEO helps in increasing the brand awareness of the products Table 4.5Table showing how SEO is been helping increase the brand awareness of products. 21% 39% 18% 11% 11% Graph 4.4 Strongly Agree Agree Neutral Disagree Strongly Disagree
  45. 45. CMS B SCHOOL JAIN UNIVERSITY Page 45 Responses Number of people Percentage Strongly Agree 15 15% Agree 42 42% Neutral 16 16% Disagree 18 18% Strongly Disagree 9 9% Total 100 100% Figure 4.5Graph representing the increase in the brand awareness of the products by SEO 15% 42% 16% 18% 9% Graph 4.5 Strongly Agree Agree Neutral Disagree Strongly Disagree
  46. 46. CMS B SCHOOL JAIN UNIVERSITY Page 46 Interpretation: The above study shows that any products brand image is been increased drastically once it’s being advertised online and that the company is been widely expanding overall and creating its brand awareness and just 24% haven’t found this means effective with regard to their campaign. SEO full fills the major needs in the marketing of a company Table 4.6Table showing SEO full filling the major needs in the marketing of a company Responses Number of people Percentage Strongly Agree 21 21% Agree 49 49% Neutral 24 24% Disagree 6 6% Strongly Disagree 0 0% Total 100 100%
  47. 47. CMS B SCHOOL JAIN UNIVERSITY Page 47 Figure 4.6Graph representing the percentage that is been full filled of a company in their marketing activities Interpretation: The above study shows that majority of them agree that SEO has been majorly full filling their marketing needs in the company and a very few of them aren’t satisfied with the services been provided by SEO. 21% 49% 24% 6% 0% Grapg 4.6 Strongly Agree Agree Neutral Disagree Strongly Disagree
  49. 49. CMS B SCHOOL JAIN UNIVERSITY Page 49 SUMMARY OF FINDING, SUGGESTION AND CONCLUSION 5.1 FINDINGS 1. It is found that 44% of the respondents feel that SEO is an effective way to communicate to the customers online and that they prefer use this method as it is increased the company sales gradually.
  50. 50. CMS B SCHOOL JAIN UNIVERSITY Page 50 2. In the total of 100, only 13% disagree that SEO is not an easy operating and user friendly to the internet users. 3. With contradiction to this, 40% of them agree with the user friendly SEO as most of them now a days are aware of the upgraded technologies. 4. There are many forms of advertising, and it is been seen that 37% of the respondents have got better results in their promotion by opting SEO as the means of advertising and therefore this study strongly supports that SEO is an effective way of advertising than other methods. 5. It has been shown that pretty few of them are not much satisfied with the aspect of SEO helping them to capture more customers to their product and therefore appropriate measures should be taken in order to full fill this need of the SEO users. 6. It is very important that the users of SEO should be happy with the services been provided to them. SEO should full fill all the major needs of the company and increase the sales effectively. The study shows that almost most of the SEO users have been happy with the SEO services been provided to their website and only to 6% of the overall users have not been catered effectively. 7. The conceptual understanding of SEO is the same for Only Virtual as well as Brick and Motor type of company. As in the virtual company the customers will not get the entire view of the company and its products as it’s in the online form as there’s not much physicality. But in the brick the motor along with virtual they get a physical insight of the company and its products. But from the study, it is been shown that the SEO conceptual understanding of the customers remained the same irrespective of the type of company. 8. The geographic target coverage remains the same to public as well as private company.As the companies target its customers over wide regions like local, regional, national, international regions it is been shown that irrespective of the form of company the targetcoverage area remained constant covering the major areas in the respective region. 5.2Suggestions
  51. 51. CMS B SCHOOL JAIN UNIVERSITY Page 51 1. The internet industry has become very competitive with the advanced technology every day and therefore existing facilities should upgrade them and should concentrate on extensive research in order to inculcate new ways of satisfying the customers as the clients feel that SEO is an effective way to reach the customers. 2. The website designer should see to that the websites have been designed in such a way that they are user friendly to the customers and where the customers should feel easy and understand the browsing of a particular website without much difficulty as not every person is familiar with the conceptof browsing information through search engines. 3. SEO being the most effective way of advertising online through internet marketing, the websites that have been designed should be attractive to the customers and should also provide the best possible information to its customers in the bird’s eye view when they are browsing through that particular website in the search engine as most of the websites do not contain relevant information as to what the customers seek for. 4. In order to capture more number of customers towards a particular website and create a website traffic the websites should be optimized more in order to have a place in the top five websites when the customers browse through as mostly all the customers would prefer the top five websites and this would help the company capture more customers. 5. While forming the website, it should be in the form where in its not only providing information, but also should provide facilities to shop online which would increase the online sales visibility if the company is both Click and Motor form of company for the customers who are time conscious and who would prefer shopping online. 6. Not every customer would prefer and believe upon his buying decisions just by the virtual form of appearance of the products and therefore there should always be a bird’s eye view purpose of the products of a company and a brick company too in order to build a customer loyalty by much providing much physicality view to the customers which would gradually increase the sales of the company. 7. While creating a website, the website should be designed in a way where in multiple brands are made available at one shopping website which would
  52. 52. CMS B SCHOOL JAIN UNIVERSITY Page 52 make it more easier and time saving to the customers and not create a commotion and frustrate the customers when browsing. 8. The websites should be optimized with their domain names, address and contact details frequently until they have been placed in the top five websites which would increase the customers towards the websites as most of the customers shall usually prefer and opt for the top five websites while browsing which is sales effective. 5.3Conclusion From the study and the analysis, it can be concluded that, the internet being the most used medias for marketing and communicating with the customers, most of the click companies are been satisfied with the SEO services and that the brick
  53. 53. CMS B SCHOOL JAIN UNIVERSITY Page 53 cum click companies too are also been benefited with their online internet marketing using SEO. The Search engines optimization team should work in such a way that it will increase the sales of the clients through their websites and which would increase the website traffic towards their website and make it user friendly to the users with appropriate information and promotion strategies. New forms and ways of attracting the customers should be implemented and apt ranking should be provided for the websites which would help its customers as well as the users which would make it user friendly. This study has covered only a small portion, while there is further scope of the study where different more other companies throughout are been using SEO in different designs and forms and attracting the customers by providing various other benefits which would support more as to how Search Engines Optimization is been helping in expanding the start-up business volumes.
  54. 54. CMS B SCHOOL JAIN UNIVERSITY Page 54 ANNEXURE Questionnair
  55. 55. CMS B SCHOOL JAIN UNIVERSITY Page 55 1. How effective is online communication? o Strongly agree o Agree o Nutrual o Disagree o Strongly disagree 2. How easy is the understanding of the SEO by user? o Strongly agree o Agree o Nutrual o Disagree o Strongly disagree 3. How SEO advertising is more effective than other methods o Strongly agree o Agree o Nutrual o Disagree o Strongly disagree 4. How effective is SEO being used in capturing the customer for a company? o Strongly agree o Agree
  56. 56. CMS B SCHOOL JAIN UNIVERSITY Page 56 o Nutrual o Disagree o Strongly disagree 5. How SEO is being helping to increase the brand awareness of products? o Strongly agree o Agree o Nutrual o Disagree o Strongly disagree 6. Showing SEO fulfilling the major need in the marketing of a company o Strongly agree o Agree o Nutrual o Disagree o Strongly disagree BIBLIOGRAPHY: