This document discusses how SEO can help small and medium enterprises (SMEs) in India with digital marketing. It provides an introduction to SEO and its benefits. A case study is presented on an Indian travel company called Tour My India that saw increased traffic and rankings after implementing an SEO strategy. This included analyzing the site's performance, defining user personas, competitors, and a marketing approach. The conclusion is that SEO helps SMEs stand out, increases site visibility, is cost-effective, and brings more customers through the door when done properly by managing content, keywords, and link building.

1. NEW AGE MARKETING SEO FOR
SMEs- AN INDIAN EXPERIENCE
BY ANAMIKA SONAWANE

2. PURPOSE
The purpose of this paper is to provide insights on the new
technique of marketing called SEO, its utilization, its goal
and the benefits of SEO by implementing the strategies on
SMEs business.

3. INTRODUCTION
 Indian Small and Medium Enterprises (SME) sector has
emerged as a highly vibrant and dynamic sector of the
Indian economy.
 The SMEs has the potential to spread industrial growth
across the country.
 Despite their high enthusiasm and inherent capabilities to
grow, SMEs in India are facing a number of problems to
survive in a highly competitive market.
 SMEs need to adopt innovative approaches in their
operations.
 Most of the SMEs in India are unaware of the potential of
digital marketing and its impact, mostly due to lack of
knowledge on digital tools and techniques and eventually
not benefitting from them.

4. NEW AGE MARKETING
Digital marketing is becoming a hot topic in every
business sector, and gradually plays a truly
important role in any company’s multi-channel
marketing strategy.
In Digital marketing, Search Engine Optimization
(SEO) is the most contemporary tool for Marketers
across the globe.
Search Engine Optimization (SEO) is the process of
increasing website’s degree of exposure to the
public.
With the right use of SEO techniques and strategies
SMEs can enhance their business and increase their
revenue.

5.  SEO

7. LITERATURE REVIEW :
 Traditional marketing media like newspapers, news websites,
radios, and television are all about delivering a message for
SMEs. Online marketing not only passes the message but
also receives and exchanges perceptions and ideas in short
span of time (Dury 2008)
 It is also evident in the literature that SMEs find some
difficulty in addressing the investment costs, benefits and
risks associated with use of IT but they also excel in business
once they are able to adopt it to exploit online marketing
potential (as cited in Lin. C., Huang. Y. & Tseng S. W.2007)
 (Andrew B. King, July 2008) The Search engine
Optimization has gained a lot of boom with the growing
technological impedition and with the increased abusers of
internet have further increased the importance. The Search
engine optimization has various benefits for a business.

8. RESEARCH METHODOLOGY
 In the present study, case study as a method is used.
 Case studies, in their true essence, explore and case study as a
research method 2 investigate contemporary real-life
phenomenon through detailed contextual analysis of a limited
number of events or conditions, and their relationships.

9. CASE STUDY : Tour My India
Founded in the year 2003 as TourMyIndia.com, an
online travel platform, the company boosted as a
private limited in the year 2013 and has emerged as
the “Best Upcoming Inbound Tour Operators in
India”.
With a huge share in travel industry, their site has an
established consumer share & presence over the
web.
With the growing success in travel, the company is
recently being awarded in the category of
“Excellence in Tourism Industry” by World Tourism
Brand Academy.

10. Insights
The first action plan was an in depth analysis of
the site’s current performance & drawbacks,
defining the user persona & targets, analysis of the
competitors landscape & devising the marketing
approach. Site was low on traffic, not ranking on
any of the productive keywords, and hence
conversions were very low.

17. CONCLUSION
 SEO helps SMEs to stand out from the competition
 It increase the sites visibility.
 SEO is cost-effective process to promote digital marketing.
 It helps to bring the customers to the website.
 Efficient SEO requires managing three basic pillars the
content, the keyword and the link building, one can create
basic SEO structure that will support high ranking of the web
pages in the coming future.