The document provides an in-depth audit of digital marketing strategies for Outlook and Forbes India, covering approaches like SEO and social media marketing. It outlines areas for improvement in website performance, content engagement, and advertisement strategies, while offering specific tactics to enhance online visibility and user interaction. Recommendations include optimizing load speed, enhancing social media posts, and leveraging influencer collaborations to boost overall engagement.

1. DIGITAL
MARKETING and
Business Strategy
Audit
Amey Khebade
Marketing CKP
ITM Business School Kharghar
https://www.linkedin.com/in/amey-khebade

2. Outlook
Outlook was first issued in October
1995 with Vinod Mehta as the editor
in chief. It is owned by the Rajan
Raheja Group. The publisher is
Outlook Publishing (India) Pvt.
Ltd.[7] It features contents from
politics, sports, cinema, and stories of
broad interests. By December
2018, Outlook magazine's Facebook
following had grown to over
12 lakh (1.2 million).
In May 2013, the Network 18 owned First
was merged with Forbes India. Shortly
thereafter, the four top editorial heads who
had led the growth of Forbes India, including
its editor-in-chief Indrajit Gupta, were
dismissed under surprisingly humiliating
conditions.[The event led to considerable
media speculation.[Press Club, Mumbai,
passed a resolution: “The method of ejecting
them from the company was nothing short of
shameful. Journalists are not only
messengers of news and information, but are
the collective voice of civil society."[6]
Forbes India
Amey Khebade

3. SEARCH ENGINE
OPTIMIZATION
(SEO)
● Search engine optimization (SEO) is the art and science
of getting pages to rank higher in search engines such as
Google. Because search is one of the main ways in which
people discover content online, ranking higher in search
engines can lead to an increase in traffic to a website.
● In Google and other search engines, the results page
often features paid ads at the top of the page, followed
by the regular results or what search marketers call the
"organic search results". Traffic that comes via SEO is
often referred to as "organic search traffic" to
differentiate it from traffic that comes through paid
search.
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4. Domain Overview
Domain Overview presents a range of overview metrics about a domain's online visibility so you can quickly get a
full picture of a website's online presence. You'll see the domain's organic and paid search traffic, use of display
advertising, and backlinks.

5. ORGANIC TAFFIC TREND
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6. ORGANIC TAFFIC TREND
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7. Organic Research
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8. Organic Research
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9. Site Audit
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10. Site Audit
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11. On Page SEO Report
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12. On Page SEO Report
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13. Backlink Audit Report
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14. Backlink Audit Report
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15. Backlinks
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16. Backlinks
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17. Backlinks Types
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18. Backlinks Types
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19. BASIS Outlook Forbes India
Site load speed fast 0.53sec Very fast 0.38 sec
Quality of visual content on webpage Excellent , Slideshow of images used Very good, Slideshow of images used
Quality of written content Excellent Good
Alt Text used Yes Yes
Captions used Yes Yes
Anchor text Yes No
Mobile friendly Yes ( Need Improvement in header
advertisement placement )
Yes
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20. Opportunity to Increase Outlook Load speed
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21. SEO Analysis
• Increase Website authority by disallowing low authority pages
backlinks which indirectly reduces outlooks domain authority
• Proper advertisement placement and avoid in header which takes
time to load and increases bounce rate
• decrease website load time by referring to pointers in previous
slides
• Work on on-page SEO which will help to increase ranking
• Fixing errors and warning of websites
• Work on seo keywords to appear more on organic search results
• Identify Low-Performing Pages and Refresh Them With New
Content People Want to Read
• Use Effective Header Tags to Target Google Featured Snippets
• Use Clean URLs and Meta Descriptions
• Improve Dwell Time
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• Use Sitelinks
• Work and build Voice search enabled SEO which can be done
using targeted and long tail keywords
• Optimize Old Content For User Intent If your site isn’t what
searchers want, Google won’t rank it, But when your page makes
Google users happy, you can increase your Google rankings
• Try Content Partnerships

22. Social Media
Marketing
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23. Twitter
FOLLOWERS
236,677
LinkedIn
FOLLOWERS
22,855
Facebook
LIKES
1,178,214
Instagram
FOLLOWERS
82,038
Outlook Social Media Presence

24. Social Media Marketing
Social Media Platforms Outlook Forbes
Instagram 82k Followers
Average 10-50 Likes Per Post
1.8m Followers
Average 5k-10k Likes Per Post
Facebook 1.1m Likes
Average 2-5 Likes Per Post
545k Likes
Average 10-100 Likes Per Post
Twitter 236.6 Followers
Average 2-5 Likes Per Post
1.2m Followers
Average 2-5 Likes Per Post
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25. Advertisement Budget Comparison
Forbes advertisement is managed by 3rd party NETWORK18 MEDIA & INVESTMENTS LIMITED hence no info available
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26. Outlook Advertisements
Amount Spent and Output Generated Report
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27. Facebook Audience Report past 30days
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28. Facebook Activity past 30days
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29. When posts are published and people engage with content past 30days
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30. Publishing Trend compared to competitors past 30days
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31. Number of posts published compared to competitors past 30days
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32. Engagementpast 30days
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33. Engagementpast 30days
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34. OUTLOOK FACEBOOK STATS SUMMARY
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35. Instagram Report
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36. Instagram Stats summary
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37. Instagram Stats summary
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38. Twitter Audience past 30days
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39. Total followers compared to competitors
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40. Twitter Activity Report
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41. Twitter Activity Report
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42. Engagement past 30days
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43. Recent Mentions Top 10
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44. YouTube
Comparison
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45. RANK INFORMATION AND BASIC DATA
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46. DAILY AVERAGES (VIEWS AND SUBSCRIBERS)
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47. FUTURE PREDICTIONS / PROJECTIONS
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48. 30 Key ways for Social Media improvement
1. Focus on increasing engagement by making targeting posts.
2. Make post more visually appealing and Interesting images and experiment with audience feedback.
3. Seek Relationships, Not Just Followers.
4. Start improving on Instagram post limited pics with accurate hashtag targeting and start learning audience preference.
5. Post on social media when most of the audience is available by checking engagement activity in analytics page.
6. Manage your community.
7. Collaboration and user-generated content (UGC). Your own content can only take you so far on social media. The great thing is,
you can reach audiences beyond your community through influencers, partners and your own followers.
8. Start interacting and engaging with your audience from Instagram story polls, Q&A, Contests etc
9. Track your competitors.
10. Piggyback on What’s Trending.
11. Stick to your brand voice and aesthetic.
12. Balance promotion and adding value.
13. Experiment with Lead Ads on Facebook.
14. Cross-Promote Your Networks.
15. Don't forget to audit results.
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49. 16. Optimize your YouTube videos for visibility.
17. Write engaging, must-see titles.
18. Figure out what your audience wants or searches related to news.
19. Engage with the YouTube community.
20. Cross-promote your own videos on YouTube.
21. Target Google search results YouTube is totally killing it when it comes to SEO.
22. Run a contest or giveaway.
23. Encourage viewers to follow your series.
24. Embed your YouTube videos to news articles on website.
25. Increase engagement with calls to action.
26. Give live streaming a try.
27. Collaborate with YouTube creators.
28. Engage with Twitter communities in your industry.
29. Participate in Twitter chats.
30. Signal yourself as a valuable resource via Twitter threads.
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50. Strategy that can be used to grow Business
1. Always try to give your readers something new.
2. Accept feedback and criticism graciously and use it to improve your work.
3. Make sure you have a diverse group of writers and photographers in your freelance pool.
4. Develop your own voice. We are all inspired by other people’s work, but you have to develop a tone and
a perspective for your platform that is consistent.
5. Always push your team to improve and evolve.
6. Collaborate with universities and schools and making Faculty and students enrolled into platform
through special educational offers and pricing that can be charged to university or students.
7. Think about what sets your publication apart and build on that.
8. New subscriptions are both sample and media based. Provide free sample to new user.
9. Develop new promotion strategy.
10. Work on Pricing strategy.
11. Introduce affiliate program and collaborate with content creators.
12. Be Engaging – Create a top-notch user experience with a beautiful, functional, and well-designed
publication.
13. Be Flexible – Allow your readers to consumer your content everywhere and on any device.
14. Define Your Niche And How You Will Serve Your Audience.
15. Promote cross sales by enrolling into loyalty program such as Flipkart plus members, Cred, Times prime
etc it will generate lots on new users on outlooks platform.
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51. THANKS!
Amey Hemant Khebade
Marketing CKP
ITM Business School Kharghar
https://www.linkedin.com/in/amey-khebade
Tools used – SEMRUSH / Facebook
ads library / Pagespeed Insight /
Social Blade