PROJECT REPORT

On
ANALYSING THE IMPACT OF DIGITAL MARKETING TECHNIQUES
ON PARTICULAR WEBSITE (TECH4LAW.IN)

FOR
THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINSTRATION
FROM GGS IP UNIVERSITY
DELHI

BATCH: 2015-2017

SUBMITTED BY: SUBMITTED TO:

Anchal Devi Prof. Rahul Verma

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,

GREATER NOIDA (UP) 201306

i
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. /Ms_______________ of MBA12 batch from Army Institute of
Management &Technology, Greater Noida has undergone Summer Internship Project in our
organization. His/her project title was _________________________________, supervised under
Mr. /Ms _____________________ (Industry Mentor/ Guide) from _________June 2016 to
_______July 2016. His/ her conduct and effort during the Internship is highly appreciable.

Authorised Person
Signature
Name
Designation
With stamp

ii
 Supervisor Certificate

This is to certify that Anchal Devi a student of Master of Business Administration, Batch
MBA-12, Army Institute Management & Technology, Greater Noida, has successfully
completed his project under my supervision.

During this period, he worked on the project titled Impact of digital marketing on
tech4law.in in partial fulfillment for the award of the degree of Master of Business
Administration of GGSIP University, Delhi.

To the best of my knowledge the project work done by the candidate has not been submitted
to any university for award of any degree. His performance and conduct has been good.

Prof. Rahul Verma

AIMT-Gr. Noida

Date:

iii
 Certificate of Originality

I, Mr. / Ms. Anchal Devi, Roll No. 6 of MBA 12 batch of Army Institute of Management&
Technology has undergone a Summer Internship in Team Computers Pvt. Ltd.(organization)
for a duration of 8 weeks on a project title Impact of digital marketing on tech4law.in,
hereby declare that this project is my original piece of work.

Signature of the student:

Anchal Devi
Date:

iv
 ACKNOWLEDGEMENT
I want to show my sincere gratitude to all those who made this study possible. First of all I am
thankful to the helpful staff and the faculty of Army Institute of Management and Technology.
Second I would like to extend my sincere thanks to my Industry Guide, Mr S K Basu, for his/her
untiring cooperation. One of the most important tasks in every good study is its critical evaluation
and feedback which was performed by my faculty guide Prof. Rahul Verma. I am very thankful to
my Faculty as well as Industry guide for investing his precious time to discuss and criticize this
study in depth, and explained the meaning of different concepts and how to think when it comes to
problem discussions and theoretical discussions. My sincere thanks go to my Institute and family,
who supported and encouraged me.

Name of the Student:

Anchal Devi
Course MBA

v
 Executive Summary

This digital marketing research project is to do comparative analysis of website before and after
optimizing the website (tech4law.in) digitally. It aims first, at analyzing the present status and
performance of the tech4law.in using various tools from the point of view of digital marketing
aspects.
Thereafter suggestions for various issues are recommended by researcher to optimize and increase
the performance of tech4law.in in search engine. The digital marketing techniques are set of SEO
(Search Engine Optimization), SEM (Search Engine Marketing) and SMM (Social Media
Marketing) etc. In this research report the status and performance of website is analyzed using
various tools like SEO-Positioning Strategic Tool, Google AdWords and Google Analytics etc.
The project report begins with the objective behind this plan and core strategies for optimizing the
website. Then brief overview about concept of digital marketing, briefly on the history of company
description about the product of research, namely integrated management solution software for
advocates. After stating the objective and main reason behind research, the actual digital marketing
plan were described in details this include on page and off page optimizing plans like in on page
keyword optimization, Title optimization, Content optimization, Sitemap creation etc. and in off
page like Search Engine submission, Link building, bookmarking, Press release, Article posting
etc. Suggestion are made on each and every aspect: Improvements are recommended.
The research project moves on to the crux of the matter - now comparing the previous and present
website reports and finally concluding effect and finding the most important factors of digitally
optimization. Reports deals with the various ways of in which the recommendation, once
implemented, can be monitored and keep them upgraded.
Last few pages deals with the result and conclusion drawn from the whole process of research.
Research ends with the references taken from various sources.
.

vi
Project Title.i
Training Certificate...ii
Supervisor Certificate..iii
Certificate of Originality..iv
Acknowledgement..v
Executive Summary..vi

Table of Contents

Chapters Topic Name Page No.

1. Objective of the Research undertaken 1

2. Introduction 2

3. Literature Review 7

4. Research Methodology 11

5. Data analysis of previous tech4law.in website 12

6. Suggestions and recommendations by researcher 17

7. Data analysis of tech4law.in website after applying digital 27

marketing techniques
8. Result and comparing previous and present tech4law.in 31

9. Findings of research 33

10. Conclusion and suggestions 34

11. References 35

vii
 CHAPTER 1: OBJECTIVE

Objective

The aim of this research project is to investigate the impact of digital marketing on tech4law.in
website, that how the techniques in this field implemented and how success is measured. Here are
some key major objective of this research:

Comparing the status of website before and after applying digital marketing techniques.
To identify the various digital marketing techniques.
Analyse the impact of digital marketing techniques.
To find out the effectiveness of digital marketing on business.

viii
 CHAPTER 2: INTRODUCTION

Introduction

About Digital Marketing

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the consumer
that has depth and relevance. While the term 'digital marketing' may not have been used until the
1990s, digital marketing itself has roots to the mid-1980s when the SoftAd Group,
now ChannelNet, developed advertising campaigns for several major automobile companies,
wherein people would send in reader reply cards found in magazines and receive in return floppy
disks that contained multimedia content promoting various cars and offering free test drives.
The rapid evolution of digital media has created new opportunities and avenues for advertising and
marketing. In 2012 and 2013 statistics showed digital marketing remained a growing field.

Digital marketing is big picture for the marketing of products or services using digital technologies,
including Internet, mobile phones, display advertising, and any other digital medium.
In simplistic terms, digital marketing is the promotion of products or brands via one or more forms
of electronic media. Digital marketing differs from traditional marketing in that it involves the use
of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isnt typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesnt work, etc. Digital marketing now encompasses both
push and pull techniques. With outbound marketing tactics, for example, companies may place ads,
cold-call, Email or otherwise reach out to potential customers. Companies have also begun to use
advertorials to distribute their message, where advertising is directly embedded in editorial content.
With inbound marketing techniques, on the other hand, companies may use social media, digital
content in e-books, webinars or e-newsletters to encourage prospects to click on links and learn
more about a company and its services. While outbound marketing can potentially reach a wider
audience, it also runs the risk of barraging uninterested consumers.
Digital marketing activities are search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail
direct marketing, display advertising, ebooks, optical disks and games, and any other form of
digital media.
Digital media growth is estimated at 4.5 trillion online ads served annually with digital media spend
at 48% growth in 2010. The use of digital marketing in the digital era not only allows for brands to
market their products and services but also allows for online customer support through 24/7
services to make customer feel supported and valued. The use of social media interaction allows
brands to receive both positive and negative feedback from their customers as well as determining
what media platforms work well for them and has become an increased advantage for brands and
businesses. It is now common for consumers to post feedback online through social media sources,
blogs and websites feedback on their experience with a product or brand. It has become
increasingly popular for businesses to utilize and encourage these conversations through their social

2
media channels to have direct contact with the customers and manage the feedback they receive
appropriately.

SEO

SEO is still really important though, and a great SEO strategy will ensure that your site has the
tools it needs to rank highly in search results. SEO process can be broken down into three key
stages:

Keyword research Looking at how many searches there are for various keywords relating
to your business, then choosing the ones that are right for you. There is no point ranking
for keywords nobody is searching for, but equally, you dont want to try ranking for
keywords that are entirely dominated by huge players. We can help you find the perfect
keywords which will be the most effective for you.

On-page SEO Making lots of little changes to your site to help search engines find you
and know what youre about. This includes optimizing page titles, headers, descriptions,
image names and alt tags, page content, and URLs. We can provide really easy-to-follow
instructions so you can simply make these changes via your CMS.

Off-page SEO Getting backlinks to your pages from other sites, which tells search
engines that your website is an authoritative source for your topic. We can help you achieve
this by submitting articles and blog content to other sites.
SEM

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) primarily through
paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or
rewrites website content and site architecture to achieve a higher ranking in search engine results
pages to enhance pay per click (PPC) listings.

SMO (Social Media Optimization)

In the previous tech4law.in there is no presence of their website or links. As per suggested there is
creation of pages and links are posted on high PR social networking website like Facebook, LinkedIn,
Google+, Tumbler and Pinterest etc.
Social media optimization includes using RSS feeds, social news and bookmarking sites, as well as social
media sites and video and blogging sites. SMO is similar to SEO (search engine optimization) in that the goal
is to drive traffic to your Web site.

PPC

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, its a way of buying visits to your site, rather than
attempting to earn those visits organically.

Email Marketing

3
Email marketing is directly sending a commercial message to a group of people, using email.
Email marketing can be done to either sold lists or a current customer database.
It usually involves using email to send ads, request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness.

About Company

Team Computers

Team Computers views itself as a bridge between the world of business needs, and the world of
affordable and high quality IT solutions. The company offers solutions for Business Intelligence,
Creating and Managing IT Infrastructure, Business Applications and Information Technology
Consulting. Team Computers is involved with providing solutions in information technology in
digital plumbing, setting up networks and data centers as well as analytic and helping customers
improve performance.
With 25 offices & 260+ support locations across India and 1,300++ Team Members on-board
nationwide, 1800 happy customers over 800 multi-skilled engineers across locations, we have
1800+ Active Happy Customers Nation-wide, because we are ISO 9001 : 2000 certified company,
CMM Level 3 Certified.
Founded in 1987 by Ranjan Chopra, an alumnus of IIT-Kanpur Emerged as a leading IT
Infrastructure and Information Solution Provider in the last two decades, also started US Operations
in 2007 Team Business Solutions.

Additional Honors & Awards

Champ for BI- Dataquest 2011
The Best Partner Award-IBM, Tivoli 2010
The Best SMB Partner-Sonicwall 2010
Best Automated Managed Service Provider- Data Quest 2010
Best Solution Provider- Data Quest 2010
Best Turn Around Business Partner (North)-Lenovo Partner Award 2010
APC Best SI Partner Award-Channel Partner Program2009
Best System Integrator- DQ (Data Quest) 2009
Most Valuable VAR- Acer 2009
Highest Growth Partner- HP 2007, 2008, 2009
Most Valued Partner- IBM 2009
Best New Partner- QlikView 2009
Most Powerful Channel Partner- DQ Channel 2007, 2008, 2009
Best Turn Around Business Partner (North)- Lenovo 2010
Best SI Partner Award- APC 2009
Best Automated Managed Service Provider- DQ 2010
Best System Integrator North Zone- CRN Xcellence 2009
Top Partners Award- IRIS 2008-2009

4
About product of Team Computers
Tech4Law:
Tech4Law is an integrated and readymade solution that empowers legal and professional service
firms, by providing a platform to optimize resources, enhance productivity and enable better
relationship with clients, prospects and other stakeholders. Real time visibility into key processes
with actionable insights is a real advantage. This readymade solution, built by integrating
synergistic technology platforms such as Microsoft Dynamics ERP and SharePoint, developed by
Team Computers, is being used by best known firms in India.
Tech4Law is the best and trusted solution, specially designed for lawyers and law firms. This ready-
made solution supports every step of a case's lifecycle from Case to Cash.
Some of the leading lawyers/law firms are already reaping the benefits of having a single platform
for all critical functions like:

Document management: Paperless office by digitizing all corresponding with versionin

Time and Billing: Streamline time tracking with real time annexures.
Case/Matter: Ensure case and matter profitability.
Finance and Accounting: eliminate manual reporting process with real time insights.
Contacts and Clients: Client information like contact number, email, payment & invoice records.
Dashboard and Analytics: Powerful information and KPIs at your fingertips.

Some of the key components of the integrated solution are:

Single click access to clients information with client & file management.
Contact management using outlook integration.
Timesheet management.
Automating activity based billing, hourly billing and fixed billing.
Complete finance & accounting
Managing reminders & deadlines.
Dashboards & reports
Document management system.

Benefits:

Visibility of Branch-wise Operations.

Visibility of Resource Availability/Work Status.
Visibility on the Associates Capacity vs. Utilization.
Increased efficiency by eliminating duplicity of work.
Reported Billable & Non-Billable Activities/Hours with Cost-impact.
Improved Receivable Status.

5
 CHAPTER 3: LITERATURE REVIEW

Literature Review

S.No Author/Year Title Findings

1 Gillian Sullivan Mobile digital technology: M- marketing era impacts on consumer behaviour
Mort: Judy Emerging issues for and influences the drivers shaping marketing
Drennan marketing Strategies for the future.
(Sep 2002). Consumers are no longer tethered to their PC in
virtual space.
M-marketing requires direct marketers to rethink
their strategies to tap into already existing
communities.
2 Mindaugas, DIRECT ELECTRONIC Direct marketing has considerable economic value
KIKIS MARKETING for businesses and particularly for SMEs. It is also
OPPORTUNITIES FOR beneficial to consumers and competition; however,
(2009) SMEs simultaneously may affect personal privacy.
Direct electronic marketing focusing on consumer
interests and convenience may both increase the
benefit of such marketing to consumers and
overcome negative perceptions.
3 George S. Spais Search Engine Increase Visibility Inc. SEO tools shape the way in
Optimization (SEO) as a which online customers interact as they are
2010 dynamic online adjusted according to online customers
promotion technique: the experience regarding their try to solve information
implications of activity seeking problems.
theory for promotion
managers

4 cox, Shirley A Online Social Network Social network user attitude toward online
Member Attitude Toward advertising formats (blogs, video, and page)
2010 Online Advertising differed to some extent across age groups.
Formats. Online advertising formats with positive attributes
are welcomed by users.

6
5 Dr. Khanna CONCEPT OF SEARCH Key factor of ranking algorithm is Page Rank.
SamratVivekan ENGINE Search engine analyse the keyword density,
and Omprakash OPTIMIZATION IN Referring links etc.
2011 WEB SEARCH To promote website or increase traffic PPC (pay
ENGINE par click) can be used.

6 Charity Social Media Marketing: The most popular social media site among the
Pradiptarini Measuring Its participants Twitter, LinkedIn, Myspace and the
2011 Effectiveness and respondents had other social media sites such as
Identifying the Target Tumblr, YouTube, and Stumble upon.
Market
7 Ms. Sisira Neti SOCIAL MEDIA AND Social media is taking place everywhere like in
July 2011 ITS ROLE IN homes, small businesses and corporate
MARKETING boardrooms. It also extending its reach into the
non-profit, education and health sectors.
Its unbound by distance, time or physical walls.

8 Sorescu, Alina, Innovations in Retail Conversation with customer is most important

Ruud T. Business Models factor instead of one-way communication.
Frambach, To engaging the customer, the entire experience
Jagdip Singh, matter. Retailer can engage the customer is by
Rangaswamy selling not just the product.
Arvind, and
Cheryl Bridges.
2011

9 Curran, Kevin, Advertising on Facebook Almost 1 in every 13 persons in the world is an

Sarah Graham, active Facebook user.
and Christopher social media sites such as Facebook are better than
Temple. 2011 other advertising sites because it stores
information on all its users.

10 Chaffey, From web analytics to The digital industry lacks enough experienced
Dave; Patron, digital marketing people. A lot of this seems to stem from
Mark optimization: Increasing companies not investing enough in people and
the commercial value of wasting too much on tools they do not use or
2012 digital analytics media that does not work.

11 Faraz Farooq, The Impact of Social Due to more availability on social networking sites
Zohaib Jan Networking to Influence it opens a way for organization to penetrate the
Marketing through new domain.
2012 Product Reviews Most people support marketing on Facebook more
than others.
The research findings according to organisation is
that 75% of organisations have their presence on

7
 social networking sites but 20% of them seriously
using it for marketing.

12 Ayush Jain, The Role and Importance Most popular search engine is Google.
2013 of Search Engine and For better result both on page and off page
Search Engine optimization are important.
Optimization White hat SEO techniques are best.

13 Tarin Gyermek Digital Marketing: The There is no one cause can be determined the
Re-imagination of generation gap within digital marketing.
2013 Technology Gender did not appear to play a key factor in each
individuals response, age seemed to contribute to
the individuals ability to keep up in digital
medias advancements.
The reason behind to keep up with the digital
marketing, research shows that the fast-pace
release of new technology and solutions within the
market space is directly the cause for lack of
staying current.

14 Holly Paquette Social Media as a Retailers can increase awareness of their brand by
Marketing Tool: A being creative when engaging customers on social
2013 Literature media sites.

15 Michael R. Search Engine Search engines are only one of many online
Baye Babur De Optimization: What platforms where consumers conduct product
los Santos Drives Organic Traffic to searches.
Retail Sites? SEO efforts to improve a retailers brand equity
Matthijs can improve the clicks it receives from searches in
R.Wildenbeest these other channels.
March 2014

8
16 Geraint Business to business There are two key in digital content marketing
Holliman, digital content marketing: community and value.
Jennifer Rowley marketers perceptions of It involves creating, distributing and sharing
2014 best practice relevant, compelling and timely content to engage
customers at the appropriate point in their buying
consideration processes.

17 Felix Pratama The Impact of Marketing Lenovo promotion on social media made some
Chianasta1, Promotion through Social people recognise their brand and influence their
Sandy Wijaya2 Media on Peoples buying decisions.
2014 Buying Decision of
Lenovo in Internet Era: A
Survey of Social Media
Users in Indonesia
18 Nisha , Dr. A Review Paper on SEO In this paper author concluded that there is need to
Paramjeet singh based Ranking of Web improvise the present web ranking algorithm for
2014 Documents better result.
There will be more efficiency and more relevance
web pages in response to user query.

19 Gurpreet Singh Analysis of Search There are two main techniques in SEO like On
Bedi, Ms. Engine Optimization page and Off page. On-Page optimization can be
Ashima Singh (SEO) Techniques done on the page like check broken tags, links,
2014 checking Meta tags, Alt tags etc. and Off-Page
optimization means giving quality back links to
the particular web page to improve the website
ranking.

20 Heikki The role of digital DMC (Digital marketing communication) is one of

Karjaluoto and channels in industrial the most important industrial
Nora Mustonen, marketing marketing communication tools, firms have not yet
communications used it to its full potential.
Pauliina DMC to enhance customer relationship
Ulkuniemi communications, support sales and create
awareness.
(2015)
Firms have not used social media tools as a part of
DMC as widely as traditional digital tools.

9
 CHAPTER 4: RESEARCH METHOLOGY

Research Methodology

The methodology adopted for drawing this project is based on three steps First, Analysis of
tech4law.in website from the perspective of digital marketing strategies and techniques. Second,
identifying the various digital marketing techniques and giving suggestions for improvement in
order to optimize the website digitally. Third, analysis of tech4law.in website after implementing
all the possible suggestion in improving the website.
Analysing the website provides insight about status of tech4law.in from the point of view of digital
marketing. The website can be analysed using various tools Google analytics, SEOquake,
Dareboost and SEO-web analytics etc. It was found that the tech4law.in website is not digitally
optimized. The results shows the low traffic and no search engine ranking on google.
At the second phase of report all the techniques and strategies of digital marketing are identified.
These techniques are analysed closely and finding out the best suitable techniques that will help to
increase the traffic and customer engagement on website. Also which increase the search engine
page ranking on various search engines like Google, Yahoo and Bing etc.
Finally, at last phase after applying all the suitable digital marketing techniques and strategies again
the website is analysed to see the impact of doing digital marketing.
The analysis done with the help of various tools and the internet, involves collecting the useful
information about the product and understanding the customer behavior towards the product that
helps in finding the best suitable technique to apply on website. This exploratory and descriptive
research is conducted to explain the various aspect of digital marketing and see the impact on
business when there is change in website from the prospect of techniques used in digital marketing.

Source of data collection:

Secondary data:
Journals and magazines
Information is collected through internet and various digital marketing tools like Google
webmaster, Google analytics and Google AdWords etc.

10
 CHAPTER 5: DATA ANALYSIS OF PREVIOUS TECH4LAW.IN WEBSITE

Data Analysis of pervious Tech4Law.in

To analyze the status and data of website there are some most important factors. One of the major factor is page rank
in search engine. The most popular search engine is Google. PageRank is an algorithm used by Google Search to rank
websites in their search engine results. PageRank is a way of measuring the importance of website pages. According
to Google:
PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important
the website is. The underlying assumption is that more important websites are likely to receive more links from other
websites.
The search engine results page (SERP) is the actual result returned by a search engine in response to a keyword query.
The SERP consists of a list of links to web pages with associated text snippets. The SERP rank of a web page refers to
the placement of the corresponding link on the SERP, where higher placement means higher SERP rank.
Here, in case of analyzing the Tech4Law website the pervious major keyword was integrated solution for law firms. If
customer type keyword query related to Tech4Law keywords the search engine shows the result obtained which consist
of list of webpages related to that keyword. The page in which website link appeared is referred as page rank in that
specified search engine.
Below shown image was a result of keyword Integrated solutions for law firm related to Tech4Law in Google search
engine. The website link was shown at 2 page of Google search engine.
To optimize the website in search engine to appear in first page at top of list, digital marketing techniques are used like
SEO, SEM etc.

11
12
 Web performance and quality report

Wikipedia:

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and
optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool
for business and market research, and to assess and improve the effectiveness of a website.

To analyze the web performance and quality report of tech4law.in from the digital marketing point of view.
The used for generating the report of this website in research is SEO-Positioning Strategic Tool.
Which give the following reports of SEO, SEM, SMO errors and warning and the area which needs an improvement
in tech4law.
Below reports are the inside view and status of tech4law.in before applying the digital marketing techniques. Which
will be further compared after using these techniques.

13
The above data shows that the performance of website is very poor. As per report considering the other factors also
the number of unique visitors or customer traffic is very low.

However, considering the other important factors shown by tools that there are no links pointing towards the website,
No indexing on Google, Less presence of keyword in important areas etc. Which pointing towards the fact that website

14
is less popular among potential customers. One of the most important thing is that the site must be indexed by popular
search engines. Results shows the poor status of website or unknown among the users.

Popularity in social media

Considering the SMO (Social Media Optimization) the popularity of website is very low or Nil. There is no presence
of any social media page or links on it.
Below data shows the three most popular social media website Facebook, Google+ and LinkedIn with high page ranks
which most of population uses to increase their visibility among users. Now a dayssocial media a powerful platform
to increase traffic and sales.

15
 CHAPTER 6: SUGGESTIONS AND RECOMMENDATIONS OF TECHNIQUES

Suggestions and recommendation to optimize the website for search engine

In this research the suggestions are recommended by researcher from the point of view of optimizing the website in
search engine. To get a higher page rank in compare to the competitors the website must be optimized On-page and
Off-Page. To get high traffic and quality backlinks there must be need of Search Engine Marketing (SEM).

The below mention are suggestions according to digital point of view:

On Page SEO suggestions:

Website: Tech4Law

On Page Optimization
Suggestion
for
S.No Improvement Past website Suggestion Implemented

Change Of Tech4Law | Integrated Law Firm Case/Matter Management Software | Legal

1 Title Tag Solution for Law Firms ERP - Billing, Clients, Accounting & Documents India

Adding <h1> No <h1> Tag

2 Tag *h1: Header Readymade ERP Solution for Law Firms

legal case management software India

Adding Meta Legal matter management software
3 Keywords No meta keywords Law Firm Case Management Software

Single platform for all critical functions like billing,

Adding meta accounting, Case/matter, time record, documents and
4 description No meta description processes.

Change of
5 <h2> tag Offerings Other Powerful Features of Tech4Law

16
 Adding Alt
tag to 16
6 images No alt tag in 16 images Done

Adding
7 Robots.txt file No robots.txt file Done

Adding Xml
8 Site map No Xml site map Done

Adding more
9 internal links Less internal links Done

Adding more
External
10 Links Less external links Done

Increase
Keyword
11 density(2-3%) Less keyword density Done

Speeding Up
website
12 loading time website size is 2.90 Mb Not Done
Adding
message chat
box for users
to contact
13 directly No chat box Not Done

Increase
quality
14 backlinks No Back links Done

Removing
error in video
15 added Video is not working Done

17
 Adding one
call to action
16 button at top Not there Contact Us and Demo

17 Change of An Integrated Solution to We are talking about

content empower legal & A Law firm Case/Matter management software.
professional Legal ERP with billing, clients, accounting, time records
service firms providing a and documents a single platform for all critical
platform to endow functions
associates
with unmatched efficiency An integrated solution to manage every step of a
and multi-tasking abilities. case/matter life cycle from CASE to CASH. With
unmatched efficiency and multi-tasking abilities.

Off-Page SEO Suggestions:

S.No Off Page SEO Status

1 Search Engine submission Done

2 Press Release Done

3 Classified ad Done
4 Video Sharing Done

5 Social bookmarking Done

6 Blogging Not Done

7 Forum Submission Done

8 Image Submission Done

9 Article Submission Done

10 Forum Submission Done

SMO (Social Media Optimization)

18
In the previous tech4law.in there is no presence of their website or links. As per suggested there is creation of pages
and links are posted on high PR social networking website like Facebook, LinkedIn, Google+, Tumbler and Pinterest
etc.

S.No. Suggestions Status

1 Creating Business page Done
2 Sharing on different related groups Done
3 Hash tag Done
4 Bosting post Done
5 Sharing links on different related websites Done

Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

S. No Suggestions Status
1 Done
Keyword research
2 Done

Creating campaign
3 Done
Ad groups
4 Done
Creating multiple ad copies
5 Done
Adding negative keywords
6 Done
Adding extension
7 Done
Daily basis analysis
8 Proactively addition and deletion of keywords Done
according to performance

Keyword Planning:

19
To find out the best keyword which most of the customer use to search products in that category in search engine.
There firsts need to find out the cloud of keywords.

keyword cloud for tech4law Avg. monthly search

case management software 170
legal case management software 140
legal practice management software 110
law practice management software 110
lawyer software 30
software for lawyers 40
law office management software 20
billing software for lawyers 10
accounting software for lawyers 10
advocate office management software 10
software for lawyers office 10
software for advocates 10
legal software 170
legal billing software 30
legal accounting software 40
law office software 20
legal management software 40
legal practice software 10
law firm practice management software 40

20
Links: -

Off-Page Submission Links:

Search Engine Submission:

Search engine submission is the process of notifying search engines of the existence of website content so that they
include the site in their indices and search results.

S.No. Search Engine Url

1 Bing
2 Google Search Console
http://www.bing.com/toolbox/urlsubmitted
https://www.google.com/webmasters/tools/submit-
url?hl=en&mesd=AB9YKzIa9nF1M1CUBDaPOfkRizAdvD3SZgWyWG9
dt3Q_eoYPj4Abd0UBNDy2axMntLXBXpCE7bqpRqeu6y7lOjPuFiJNp-
AzdCdXcrIce2TbgiChX_YDHHW3xUaSDBjWf-oQmnv24jpP

3 Exact Seek http://www.exactseek.com/cgi-bin/autoadd.cgi

4 Scrub the web http://www.scrubtheweb.com/cgi-bin/addurl.cgi

5 Exalead http://www.exalead.com/search/web/submit/#

http://www.secretsearchenginelabs.com/add-
url.php?subtime=1468575333&newurl=http%3A%2F%2Fwww.tech4law.i
6 secret search engine labs n#add-url

Social Bookmarking:

Social bookmarking is a centralized online service which allows users to add, annotate, edit, and
share bookmarks of web documents.[1][2] Many online bookmark management services have launched since
1996; Delicious, founded in 2003, popularized the terms "social bookmarking" and "tagging". Tagging is a significant
feature of social bookmarking systems, allowing users to organize their bookmarks and develop shared vocabularies
known as folksonomies.

Social bookmarking is a way for people to store, organize, search, and manage bookmarks of web pages. Users save
links to web pages that they like or want to share, using a social bookmarking site to store these links. These bookmarks
are usually public, and can be viewed by other members of the site where they are stored. Examples of social
bookmarking sites include del.icio.us and digg.com .

21
S.NO Search Engine Links

https://www.google.com/bookmarks/lookup?hl=en&q=&start=0&cd=bkmk&day=18
1 Google.com &month=7&yr=2016&bkmk=1

2 Folkd.com http://www.folkd.com/user/NikitaGurung

https://www.fark.com/submit?fpost=7uwh-
3 Fark.com HHj1UE._._TPGzvWan.cYeGqZ62uRShqQ3JUrJ9iZeYGg.E

4 Delicious.com http://del.icio.us/nikita_gurung

https://www.reddit.com/r/software/comments/4tjsdw/integrated_management_softwa
5 reddit.com re_for_law_firms/

https://www.evernote.com/Home.action?origin=marketingsite#n=60b5bdd7-3393-
6 Evernote.com 42f7-9583-b4ec791e3deb&ses=4&sh=2&sds=5&

https://www.google.com/bookmarks/lookup?hl=en&q=&start=0&cd=bkmk&day=18
1 Google.com &month=7&yr=2016&bkmk=1

2 Delicious.com http://del.icio.us/nikita_gurung

3 Bibsonomy.org http://www.bibsonomy.org/user/nikita_gurung

4 tatvanstories.com http://tatvanstories.com/submit/

https://www.reddit.com/r/software/comments/4ui268/law_firm_case_management_s
5 reddit.com oftware/

22
Classified ad posting

Classified submission is one of the most influential ways to let the world know your business and service. It includes
SEO strategies for website promotion by driving potential buyers and generating sales for products or services. Internet
is the place where you can find numerable classified sites and directories from where you can easily display ads on
products or services. It has rendered the submission of classified ads to free classified directories into a much sought
after service for website promotion in search engines. Classified submission service even helps to generate back links
to push up websites search engine ranking is a competency of classified submission.

Benefits:
Classified Submission enables you lists your website in local classified sites
Classified listing help people drive direct customers from local marketplace
Effective Classified Submission helps business owners get worthy backlinks
Inner pages of a website and portal are also allowed hence people can also promote
their inner pages or product pages
It helps website owners improve their search engine ranking

S.No Website Name Link

1 Clickindia.com http://www.clickindia.com/detail.php?id=139197726

2 Locanto.com http://www.locanto.in/post/M/403/40330/1/

3 expatriates.com http://www.expatriates.com/cls/31738607.html

https://post.craigslist.org/k/gF9lmClS5hGvEFMEXC3maw/z6z4q?lang=en&cc=us
4 Craigslist.com &s=mailoop

5 Classifiedslive.com http://www.classifiedslive.com/classifieds/cfm/inc_sellitem_sub.cfm

23
Press release

A press release is essentially a communicative tool that lets users know about your company and website. While press
releases communicate with users, they also communicate with search engines. This means that they should be written
for SEO, as they will help the site to be optimized, viewed and ranked by search engines.

S.No Press Release links

1

http://www.24-7pressrelease.com/preview_press_release.php?rID=424948
2
http://www.free-press-release.com/news-microsoft-dynamics-nav-2016-offers-new-capabilities-
and-delivers-what-small-and-midsize-businesses-smbs-need-1467011319.html

Image Submission

Image Sharing Sites are very powerful tool in promoting any website and get referral traffic to your site. Image
Submission in Image Sharing websites is still very effective especially in targeting right audience though targeted
Keywords.

S.No Image Submission links

1
https://photos.google.com/u/2/album/AF1QipOO3O9dKzonsMW8gM5V3qcUi50ZXdCOwGfabC
6-
2
http://teamcomputers.deviantart.com/art/Microsoft-Dynamics-NAV-
618418493?ga_submit_new=10%253A1467200830
3
http://s1339.photobucket.com/user/teamcomputers1/media/NAVBlog_PowerBI1%20new_zps9hp
sl8b7.jpg.html
4

http://www.4shared.com/account/home.jsp#dir=trpxkdur
5

https://imageshack.com/i/pm1THt6Vj

24
Social Media Optimization (SMO) links

S.No. Website Link

1 Facebook.com https://www.facebook.com/ConnectwithTeam/

2 LinkedIn.com https://www.linkedin.com/company/team-computers

3 YouTube.com https://www.youtube.com/user/TeamComputersChannel
https://www.youtube.com/watch?v=j_OtOB4pTQQ

25
 CHAPTER 7: PRESENT STATUS OF TECHLAW.IN WEBSITE

Present status of website (Tech4Law) after updating it according to digital point of view

Google PageRank (Google PR) is one of the methods Google uses to determine a page's relevance or importance.
Important pages receive a higher PageRank and are more likely to appear at the top of the search results. Google
PageRank (PR) is a measure from 0 - 10. Google Page rank is based on backlinks. The more quality backlinks the
higher Google Page rank. Improving your Google page rank (building quality backlinks with PR6 and DA40+) is very
important if you want to improve your search engine rankings.
Here results show after applying digital marketing techniques PR (Page Rank) of tech4law increases when user search
for specific keywords:

Again considering the report of same tool used for analyzing the pervious status of tech4law.in. SEO-positioning
strategies tools shows the improved status of the website as compared with previous one, that proves impact of digital
marketing techniques on particular website.

26
Another factors which also play important roles in improving the website performance is shown in the report that
number of links, Keyword presence, web analytics tracking code on site and Google indexing is improved as compared
to previous tech4law.in analytics report.
Figure are followed as:

Talking about the Traffic on tech4law.in which is demand of business. Below figures shows that estimated traffic
shares which confirms the major improvement and increased visibility of tech4law.in.

27
Traffic Estimation

28
Search Engine Indexing is one of the essential part of online marketing, without Crawling of website it seems to
impossible that site will be visible to users.
Below figures indicates that tech4law.in is crawled by Google, Yahoo, Bing.

In present status there seems to have proactive approach on social channels like Facebook, and Google+. Which
provides a huge help in promoting the website and passes the link juice and also redirect the potential customers towards
website.

29
CHAPTER 8: RESULT AND COMPARING PREVIOUS AND PRESENT TECH4LAW.IN

Results

Digital marketing is the way you communicate and send your product or service message to your customers through
the online channels, and the main digital marketing channels are social media: anything that relates to the two way of
communications, video advertising, contents marketing, digital direct marketing, and mobile advertising.
To compare the results of tech4law before and after applying digital marketing techniques, research includes the reports
of specific tools like SEO-positioning Strategies, Dareboost, SEOquake and Google Analytics etc.
Website is effective when the page rank is good on search engine. The page ranks are given by using various google
algorithm for Google search engine. There is more factor from which an effectiveness can be measured like visitors,
user experience and quality links etc.
In the findings of result by comparing the before and after status of tech4law, here some factors are considered below
for measuring the impact of applying digital marketing techniques.
Comparing factors are followed as below:

Site Ranking in search engine:

30
After applying all the possible suggestions and recommendation the ranking of site is improved considering the data
in below figures previous website ranking was not even in top 10 but present status figures shows that site ranking in
google now is 3 as well as site ranking is also improved in other search engine like Yahoo and Bing.

Previous Ranking of site

Present Ranking of site

Performance Factor:
Performance factors like errors, Loading Speed, Quality pages and links etc. are improved according to the SEO-
Positioning strategies.

Pervious performance status of tech4law.in

Present performance status of tech4law.in

31
 CHAPTER 9: RESEARCH FINDINGS

Finding

The major key findings of this research report based on analysing the digital marketing techniques on particular product
website. It was proven that digital marketing helps in the following ways:
Increase of customer traffic on website.
Band Development
Increase customer engagement
Support Real time analysis
Give Great exposure

32
 CHAPTER 11: CONCLUSION AND SUGGESTIONS

Conclusion and suggestions

Digital marketing is the way you communicate and send your product or service message to your customers through
the online channels, and the main digital marketing channels are social media: anything that relates to the two way
of communications, video advertising, contents marketing, digital direct marketing, and mobile advertising.
From this research it shows that using the various techniques of digital marketing it helps business to reach the
potential customer so easily. Digital marketing helps the business to grow by increasing visibility among the users
and increase potential traffic direct to your site. With the increase in traffic of customer to website it also increases
sales and growth of business.
Online marketing also will increase your product and awareness. Promoting your business online eventually will lead
to an increase in product sales because you do the right targeting.

Identify and follow the rules of Bing, Yahoo!, and Google search ads before running your
campaign as all have slightly different formats.
Include target keywords in your headlines and copy that either match or closely match the
keywords you bid on in order to boost the chance that your ad appears for those terms.
Write strong calls to action for your search ads that directly state what you want
consumers to do. For example Contact for a Free Estimate or Get a 50% Coupon.
Make your website mobile-friendly! The 2014 Local Search Study results indicate that
nearly 80% of local mobile searches end in a purchase. This is a big audience you
shouldnt ignore.
Be active on social media and think, review, and review again before you make a social
media post or comment. The ability to easily take screenshots makes it difficult to take
back a social media mistake.

33
 CHAPTER 12: REFERENCES

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Websites:

1. www.google.com
2. www.wikipedia.com
3. www.teamcomputers.com
4. www.tech4law.in
5. www.facebbook.com
6. www.linkedin.com
7. www.twitter.com
8. www.yahoo.com

35
36