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PROJECT REPORT Search Engine Optimization(SEO)

Prateek Verma

Title Page
This project is about Search Engine Optimization (SEO) which
refers to the techniques used to improve the page rank of your
website in organic (or natural)search results, thus making your
website more visible to the people who are looking for your
products or services via search engines.
My role in Everest-Web Solutions was as SEO Analyst ie
planning and executing SEO strategies in a website to get a
higher ranking in search results which also includes
implementing various tools and procedures to improve visibility
of the websites.
Everest-Web Solutions is an SEO Company that offers quality
Search Engine optimization/services and internet marketing
solutions. Our dedicated team has of SEO professionals which
guarantees top 10 search engine ranking on Google , yahoo and


Approval Page


Acknowledgement Page
I would like to express my attitude to all those who gave me
the opportunity to complete this project. It would not have
been possible without the kind support and help of many
individuals and organization I worked with .I would like to
extend my sincere thanks to all of them.
I am highly indebted to Mr. kamal Keswani(SEO Manager) &
whole team of EVEREST-WEB SOLUTIONS for their guidance
and constant supervision as well as all important information
regarding project they provided to me and for their support in
completing this project .I would like to express my gratitude
towards Prof. Shirish Joshi(HOD -IT) and last but not the least
,my internal project guide Mr. Veeraj Thaploo for their valuable
feedbacks which help in completing this project .
Finally ,an honorable mention goes to my family and friends for
their understanding and support on me in completing this
project .Without helps of the individuals mentioned above ,I
would have face many difficulties while doing this .


Table of Content
Introduction .. 7
Scope .. 7
Objective .. 8
What is SEO ........9
WHY SEO ......... 10
ON-Page SEO .. 11
OFF-Page SEO .12
Activities in ON-Page SEO .13
Activities in OFF-Page SEO 16
Long Tail Keywords .. 18
Benefit & Advantage of SEO . 20
SEO Project Reporting. 22
Details about Tools Used


SEO stands for Search Engine Optimization .It is the process of
getting traffic from the free or organic listings of search
engines. It basically comprises of ON Page & OFF Page activities.
ON page & OFF Page activity involves many processes that
helps you to improve your sites page rank , thus helps you to
improve your web revenue by attracting maximum internet
users towards your website.

The soul purpose of Search engine Optimization (SEO) is to
ensure that your website is listed in top 10 list of search engine
result pages (SERP).


Analyzing the website and to remove the errors to make it
SEO friendly.
Optimizing each page of website and targeting right
keywords, thereby getting high ROI.
Updation of meta tags for each page.
Competitor analysis and target customers.
Link building.
Create and optimize content .
Monitor report and repeat .


What is SEO
Search engine optimization (SEO) refers to techniques that help
your website rank higher in organic (or natural) search
results, thus making your website more visible to people who
are looking for your product or service via search engines.

SEO is part of the broader topic of Search Engine Marketing

(SEM), a term used to describe all marketing strategies for
search. SEM entails both organic and paid search. With paid
search, you can pay to list your website on a search engine so
that your website shows up when someone types in a specific
keyword or phrase. Organic and paid listings both appear on
the search engine, but they are displayed in different locations
on the page.

So, why is it important for your business website to be listed
on search engines? On Google alone, there are over 694,000
searches conducted every second. Every second that your
website is not indexed on Google, you are potentially missing
out on hundreds, if not thousands of opportunities for
someone to visit your website, read your content, and
potentially buy your product or service. Practicing SEO basics,
as well as more advanced techniques after those, can
drastically improve your websites ability to rank in the search
engines and get found by your potential customers.
Because the sole purpose of a search engine is to provide you
with relevant and useful information, it is in everyones best
interest (for the search engine, the searcher, and you) to
ensure that your website is listed in the organic search listings.
In fact, it is probably best to stay away from paid search all
together until you feel you have a firm grasp on SEO and what
it takes to rank organically.


On-page SEO is an important part of your overall search engine
optimization strategy. These are the bits you can control and
tweak to suit your end goals, so its important to understand
what factors can help you achieve the results you want.
On-Page optimization is absolutely necessary if you intend to
improve your sites visibility in the search engine results.
Any work you do to optimize each page of your site will have a
direct impact on what is shown in search engine results pages.
It can also play a huge part in the level of traffic your site
receives from search engines.
Obviously, a sites content is going to play an integral role in onpage SEO, so this should be a primary focus. However, there are
multiple other elements that can be adjusted and tweaked to
increase results as well. Lets look at these in more detail.




Compared to on-page SEO, off-page SEO can certainly be more
difficult to execute. Off-page SEO entails building relationships
with other websites through the creation of attractive content,
or reaching out to the people who run the websites. This

process of building relationships is called link building. Who is

linking to you, how they are linking to you, and how your
content is shared in social networks and across the web are all
factors that can have a significant impact on your ability to rank
on the SERP.



Steps in SEO
On-page Optimization it is related to the content and
structure of the website in the following areas:
Keyword, Competitor & Market Analysis
Meta Tag Optimization
Image Alt Tag Optimization
HTML Tag Optimization
Off-page Optimization is essential to have maximum ef fect
to gain top positions for popular & relevant keywords. It is
an ongoing process that needs to be done continually to stay
ahead of competition.
Search Engine Submissions
Directory Submissions
Social Bookmarking
Article Submissions

Analysis of
Page Optimization Off Page Op

Project On

ON-Page SEO Factors

Keyword must be in the URL of the webpage
Keyword must be in the 3 meta tags: title tag, description
tag and keywords tag
Title tag length: 60-70 characters (ideally 66 characters),
maximum 80 characters
Description tag length: 160-180 characters, maximum 200
Keywords tag length: 814 characters, should contain about
10 words or less.
All the keywords used in 3 meta tags must appear in the
webpage content
Keyword density should be about 3%
Heading tags (h1-h6) should be used properly depending
on the webpage content. At
At least h1 should be used on each webpage.
Some important keywords should be bolded in the content



Main keywords should be present at the top of the

Use keywords in the anchor text of all links.
Optimize images by including keywords in the image
name, alt tag and title tag
Itd better if title tag with keywords is also provided for the
main links on the page
Use hyphens in file names because search engines
consider it as a space. Dont use more than 3 hyphens in
one name. Same for URLs.
Each and every webpage must be accessible within 3 clicks
from any other webpage.
Number of outgoing links should be ideally limited to 100.
All outgoing links should be to authority sites only
Domain name extension is also important in on-page: .gov,
.edu, .org, .com are considered best. If you have a countryspecific website, then you can choose country specific
Try to keep the webpage size less than 100kb to decrease
the load-time


Publish new web pages regularly. Search engines like

websites that have regularly updated content.
Try to keep the URL length less than 100 characters.
Site age: older sites are considered authority sites
provided all other on-page and offpage factors are
If the website has flash design, an html alternative should
be provided
Robots.txt and sitemap files should be present



OFF-Page SEO Factors

Page rank: depends on number and quality of back links.
Site age also plays a little part in it.
Speed of back link generation: if a site gets thousands of
back links within a month or so, it is considered artificial.
Back links should be generated in an exponential manner.
Page rank of referring page
Anchor text of the incoming link
Age of the link
Popularity of the referring page
Number of outgoing links from that referring page: fewer
is better
Position of the link on referring page: earlier in html is
Keyword density of the referring page
Title of the referring page



Theme of the referring page

If image/banner link is used, optimize it properly
Is your site listed in DMOZ directory, in a proper category?
Is your site listed in Yahoo directory?
Is your site listed in LookSmart directory?
Is your site listed in About and BOTW directories?
Referring site should be large-sized site with quality back
Referring sites age



Long Tail Keywords

In order to get your websites content to rank on the search
engines, you need to take the path of least resistance. Although
trying to rank for highly trafficked keywords and terms may
seem like a logical approach, it will most likely lead to a lot of
frustration and wasted resources. Also, even if you end up
getting traffic from these types of keywords, chances are the
quality of the traffic will be low due to disinterest in what you
specifically have to offer.
Think of every search query as being like a snow flake - they
are all different. There are billions more unique search
queries than there are generic ones. In fact, if you were to
add up all search engine traffic that comes from the most
popular keywords, it would not even come close to the
amount of traffic that comes from searches using those more
unique queries. This is called the theory of the long-tail.



A critical component of SEO is choosing the right keywords for

optimization. If you sell shoes, you may want your website to
rank for shoe store, (a head term), but chances are you are
going to have some trouble there. However, if you optimize
multiple pages on your website for each specific pair of shoes
that you sell, you are going to have much more success and it
will be easier to rank on the SERP. A keyword like red tennis
shoes with Velcro (a long-tail keyword or term) is a good
example. Sure, the number of people that search for this
keyword will be much lower than the number that search for
shoe store, but you can almost bet that those searchers are
much farther down the sales funnel and may be ready to buy.

Google says:

The different combinations of words used are almost endless, with

20% of keywords used each day being either unique or not used for six
SEO needs target keywords.
But clearly we cant target over 66,000 different keywords.
So we target groups of keywords



Benefit & Advantage of SEO

Relevant and targeted traffic to your website
Top RANKING in search engines.
Clients come to you



Global reach
Greater visibility and popularity.
Results-based reporting
Enhanced online sales.
Maximize your Return of Investment - ROI
Increase brand visibility
Enabling your business to compete and stay ahead in the
online market
Long term positioning
Low cost advertising and high rate of return.
Boosts business efforts
Making your website both search engine friendly and user



SEO Projects Reporting

There were two projects that I had been doing in this
organization . These reports are consists of all the on page & off
page activities and the analysis done for clients websites. The
main objective was to make the every bit of the website error
free and to optimize it to the maximum level .
The duration of each project is 6 months which comprises of
Site Analysis , On page activity , Off page activity , Submissions
,link building and finally Monthly Ranking Report using various



On page Optimization
Website Analysis
Sitemape.xml: Sitemap.xml file is available on your website, below is the
screenshot of the xml file. To view the xml file please click this link:

Robots.txt file: Robots.txt file is available on your website, below is the

screenshot & to view the files existence feel free to click



Page Rank: The Page rank of your website is 1, below is the screenshot.

Performance Testing: This Screen shot has being taken from the testing
point off-view. The website is really good it grade B and C, if possible
development team can really try to make it to grade A. Below is the screenshot.



W3c Validation Error: W3c is the tool through which we can really identify
how many errors are available on the website. This need to be focused to make
the website error free, below is the screen shot.

This W3c errors need to be taken care by the development and design team. To
view where exactly the errors are feel free to check the errors on this URL

Alexa Rank: Alexa is the common tool to check the rank and its popularity on
search engine. Alexa is a free tool that gives you the ranking status, this tool is
commonly used by 1/3 of the US economy to check the performance of there
website. Below is the screen shot that will show you the current ranking of your



Meta Tags: Meta tags are really very important this gives the complete
information to search engine about the website and its services. The points that
need to be taken care are as below:
Title: Modern Furniture | Contemporary Furniture | Modern sectional Sofa Sets |
Dining Table | Bedroom
The length of the title is 95 characters. But from SEO point off-view it should be at
least 60 to 66 characters.

Meta Description: Bellamai Furniture is a leading online retail store, offering high
quality modern contemporary furniture, contemporary living room furniture,
modern sectional sofas, dining tables and bedroom furniture in affordable prices.
Store wide sale and free shipping.
The length of the description is 258 characters. This need to be between 150 to
180 characters and max 200
Meta Keywords: modernfurniture, contemporaryfurniture,
modernlivingroomfurniture, modernsectionalsofas,
contemporarylivingroomfurniture, moderndiningroomfurniture,
contemporarybedroomfurniture, contemporarydiningtables, modernbeds.
This is really fine it characters length is 215



Google Analytic:
The Google Analytic is available on the website. The Tracker Code is

Load Time: 0.33 seconds (110.38 kb/s)

Favicon: The availability of favicon is there, the screenshot

Related Website: The related websites are as below,

Sr. No

Website URL



OFF-Page Activity that need to be focused

Note: To increase the traffic following activity need to be taken care. Here we will
target only High PR sites. High PR sites will be starting from 3PR to 9PR. The
Approve links will take some time but result would be for sure.

We follow complete white hat techniques and do ethical SEO practice.

Search Engine Submission

Numbers Of Submissions
250 Submissions

DMOZ Submission

1 Once

Blog Submission

First Need to Create. 100

250 Submissions
150 Submissions
150 Submissions

Social Bookmarking
Directory Submission
Regional Directory
Theme Base Directory
Deep Link Directory
Article Submission
Link Wheel
Image Submission
Hub-Pages Submission
Squidoo Lens Submission
Monthly Report



100 Submissions
150 Submissions
150 Submissions
20 Submissions
Collections of best PR sites.
150 Submissions
3 Unique submissions Per month
5 Unique submissions Per month
Will Be provided. From Our