Industrial Training Synopsis Report on

Online Reputation Management for E-Commerce Website of SysTools

File Converters by Search Engine Optimization

In partial fulfilments of the requirements for the degree of

Bachelor of Computer Applications

DEPARTMENT OF COMPUTER APPLICATION

SWAMI VIVEKANAND SUBHARTI UNIVERSITY

Submitted by: Submitted to:

EKANSHI RASTOGI Mr. Ankit Agarwal
(1706010001397) (Project Supervisor)
Mr. Shashiraj Tewatia
(Head of Department)
Mr. Sanjeev Panwar
(Project Coordinator)
 UNDERTAKING

I declare that the work presented in this project titled “Online Reputation
Management” submitted to the Faculty of Science, Keral Verma Subharti
College of Science (SVSU), Meerut for the award of the Bachelor of
Computer Applications degree is my original work. I have not plagiarized
or submitted the same work for the award of any other degree. In case
this undertaking is found incorrect, I accept that my degree may be
unconditionally withdrawn.

Ekanshi Rastogi
Jan-June, 2020
Meerut
 CERTIFICATE BY SUPERVISOR

Certified that the work contained in the project titled “Online Reputation
Management”, by Ekanshi Rastogi has been carried out under my
supervision and that this work has not been submitted elsewhere for a
degree.

Mr. Ankit Kumar Agarwal

Faculty of Science
K.V. Subharti College of Science
 ACKNOWLEDGMENTS

I take upon this opportunity to acknowledge the many people who

helped me throughout the course of this project.
I am deeply indebted to my H.O.D. Sir Mr. Shashiraj Tewatia who gave
me this golden opportunity to work on this wonderful project “Online
Reputation Management” which helped me in doing a lot of research and
I came to know about so many new things.
I would further like to extend my sincere thanks to Mr. Ankit Kumar
Agarwal who guided me and motivated me to complete this project.
I am really thankful to them.

Ekanshi Rastogi
 PREFACE

Online Reputation Management System is the act of monitoring and

developing new methodologies to improve how one’s business is viewed
online through web content like videos, websites, blogs, etc. It becomes
highly important for businesses to keep an account of user traffic
generated on their web content.
ORM is not only about managing content in search engine. It’s also
about managing negative business reviews and encouraging satisfied
clients to contribute more positive feedback.
In my project of ORM, I will be managing the online reputation of my
company’s website where I will create relevant content and use multiple
ways to promote the content so that it ranks higher on the search engine
result page.
 CONTENT

About the Organisation...........................................................................7

Objective.................................................................................................8
Abstract...................................................................................................9
E-R Diagram..........................................................................................10
Data Flow Diagram................................................................................10
Crawling................................................................................................11
Indexing.................................................................................................11
Content Writing......................................................................................12
Keywords..............................................................................................13
On-Page Optimization...........................................................................13
Off-Page Optimization...........................................................................14
Internal Links & Structure......................................................................14
Types of SEO........................................................................................15
Sitemaps...............................................................................................16
Existing System.....................................................................................16
Proposed System..................................................................................17
System Requirements...........................................................................18
Methodology..........................................................................................19
Expected outcomes...............................................................................19
Application Areas..................................................................................19
Conclusion.............................................................................................20
References............................................................................................20
 About the Organisation

SysTools Solutions have simplified the lives of millions of computer users and IT
admins. Innovative risk management and business complaint data recovery,
data conversion and cloud backup solutions from SysTools have ushered in a
new era of smart tools that are cost effective and efficient. Being the pioneer
SysTools has been at the forefront of Data recovery Technology under the able
leadership of motivated entrepreneurs and talented dynamic duo – Anuraag
Kumar Singh and Debasish Pramanik since 2007. The company has been
offering services across a diverse range that includes data recovery, digital
forensics, and cloud backup solutions. We at SysTools provide innovative
software applications that enhance efficiency and adds a sense of security to
the lives of millions of IT admins and computer users around the globe.
The smart tools developed here facilitate data recovery both on-premise and
on cloud even in the most intense and adverse environment. The objective
always has been to deliver foolproof DR plans. SysTools aims at business
compliance data and provides risk management solutions in the most
proficient and user-friendly way. SysTools understands the user and is
therefore able to provide right solution for his or her needs.
SysTools is the most trusted data recovery solution provider in the world. We
understand, what matters most at the event of data corruption. “Recovery is
Only Thing” that matters for us. We served 223000 + Satisfied Users, IT admins
and businesses in almost half of the world countries till date. Our signature
digital forensics tool MailXaminer is the most downloaded email investigation
product in the world. In addition to data recovery solutions, we provide world
class email management and cloud backup applications for enterprises and
home users.
 OBJECTIVE

The Key objectives for performing ORM for this website are:
 To increase traffic on this website, resulting in higher ranking
on Search Engine Result Page (SERP).
 To Sell SysTools software (File converters) worldwide, by
providing Online Customer service (Live Chat).
 Make the site user friendly for the core audience to achieve
the desired objectives.
 Make it an important, easy, and usable platform to market the
company’s products.
 Improve the site content and giving contextual reference to
the business.
 Overall make the site look sleeker to give an edge over
competitors.
 ABSTRACT

E-commerce Website for SysTools File Converters is a very

important feature used in E-commerce to assist people making
purchases of the product (File Converters) online. The Business-to-
Customer aspect of electronic commerce is the most visible business
use of the World Wide Web. The primary goal of an e-commerce site is
to sell goods (SysTools File Converters) and Services online. E-
commerce is fast gaining ground as an accepted and used paradigm.
More and more companies are implementing websites providing
functionality for performing commercial transactions over the web. It is
reasonable to say that the process of downloading or purchase of the
any product on the web is becoming commonplace.
The E-commerce Website for SysTools File Converters allows online
purchasing and downloading of the products easily. Currently, there are
no file converters to convert a file from one platform to another. If there
are some of file conversion processes then they are not foolproof and
they require so much of time and effort. Another complication is file size.
If file size is too large then also file conversion is not possible. Keeping
this issue in mind, I have developed an E-commerce Website which will
help a lot of people to convert their crucial data or corrupted data without
putting any efforts. With this website user will get benefited by the huge
list of server based applications intended to serve user with conversion
of data from server to data files or even documents. User can choose
accordingly and can avail top notch services at affordable prices. The
website provides you with solutions to perform a successful switch over
from one file type to another without confronting compatibility issues any
more.
Any Computer user will once or other time face the need for data/email
management from situations like data corruption, platform migration etc.
and that data management should not be a luxury some cannot afford.
Thus on July 2007, SysTools Software Pvt Ltd launched as a data
recovery brand with software license available for home and enterprise
users.
 E-R Diagram

Data Flow Diagram

Level 0: ORM for E-Commerce Website

Level 1:
Level 2:

CRAWLING
Crawling is referred to reading of a webpage. Google, or any other search
engines have robots (also referred to as bots) sent to newly constructed
webpages and read them. Crawling is the first step where the webpage is
recognised by the search engine and show it in the search results.
When the bots crawl the pages, the content in those webpages get stored in
the databases. Pages are crawled for a variety of reasons:
XML Sitemaps (sitemaps list the URLs of a website) pointing towards the
webpage.
Internal or external links pointing towards the webpage.
A newly constructed webpage can be naturally crawled by bots over time or
can be submitted to Google Search Console to have them manually crawled &
cached.

INDEXING
Indexing is the next step after having a webpage crawled by the Google bots.
Indexing refers to the concept of having a webpage arranged in a particular
order like in a library. Indexing defines where the webpage will land in SERP
after getting crawled.
It isn’t necessary that a page that has been crawled will get indexed but a page
getting indexed has to be crawled. At this point, Google decides the priority
depending upon the keyword usage and other factors in a webpage.

CONTENT WRITING
The content that is visible on the computer screen directly affects the ranking
of a page. Content of any webpage is a mixture of multiple features like texts,
videos, graphics, meta tags, etc. Proper usage of keywords is the top priority.
Text of any webpage revolves around effective usage of keywords. Keywords
are those words that the users search the most. The textual content of any
web page must convey the idea of the webpage topic well with quality usage
of keywords while taking care of prominence & proximity rules.

Another form of content is the structural text elements. This includes heading
tags, italic letters, bold letters, bullet points. These factors make the webpage
eye catchy leading to more time spent by the users on the webpage. Google
search engine provides various tools for such tasks like Google Web Developer
Tool.

Graphics include any image used in the page. A graphic makes the webpage
attractive to the users and can effectively convey what the users idea. The key
concept is to add such graphics in the content which loads faster without
affecting its quality. Recently, web designers have started to use .svg image
format over .png & .jpg formats because they are light weighed and load much
faster.

Videos and graphics can highly increase the SEO of any website or webpage.
Videos added to the content shouldn't be a pre-loaded website because that
decreases the page loading speed.

Meta tags include meta title and meta description. Though these aren't as
visible to the users as the rest of the content is, these two are still major
factors in increasing the SEO of a webpage as they closely relate to the content
of the webpage.
KEYWORDS
SEO keywords are those phrases and words that the users search the most.
Each phrase has some specific search volume which denotes the density of its
search.
The keywords are effectively used in the content of a webpage without losing
its actual meaning of the content. When the users search these keywords in
the search box, websites that have used those phrases get ranked in the search
engine result page (SERP).
There are two main factors that must be taken care during webpage building:
proximity & prominence.

Keyword proximity refers to the distance between the keyword phrases used
in the content. Two keywords should not be placed much closer. They should
be at least five words apart otherwise it would lead to Keyword Stuffing.

Keyword Prominence refers to how important the keywords used are. The
more prominent keywords must be used in the title, description,  h1, h2, h3
heading tags. The primary keywords must also be included in the URL of the
webpage.

Keyword Density is the ratio of the keywords in the page versus the total
number of words used in the webpage. The density of any keyword shouldn't
be more than 3% otherwise that would be called as keyword stuffing.

ON – PAGE OPTIMIZATION
On - Page Optimization refers to all the measures that are taken within a
website in order to increase the ranking of a webpage. This can be done by
back linking the webpages  which means to promote the web content on other
websites and creating links for them.

There are various factors that affect the on page optimization of a website.
One such factor is referred to as Technical SEO.
There are following main technical components in a website that can be
optimized:
1.  IP addresses: Having  a dedicated IP address loads faster than shared IP
addresses. This wouldn’t directly affect the optimization of the website but
speed up the loading process. 

2. Server Speed: While the search engines focus on the loading speed of a
page, giving higher priority to those webpages that load faster, server speed
plays an important role in optimization of a website. Faster the loading of any
webpage, higher is the value given by the search engines in their SERP.

OFF – PAGE OPTIMIZATION

This optimization technique refers to anything that isn't directly done in your
website that is being optimized. Off page optimization refers to link building,
social media promotions, local SEO.
Many websites provide this facility where they provide the option to SEO
analyst to write guest posts on their platforms. This is known as guest posting
which is a form of off page optimization.
There are three types of links that are earned in different ways.
Manual Links deliberately built on purpose to promote one's website. This is
done by asking influencers to mention about the website in their content or
asking another website holders to create backlinks.
Natural Links are those which are created without needing the actions of the
owner whose website is being promoted. For example, mentioning someone's
favourite online shopping website is a form of natural linking.
Self Created Links are created with the pure intentions to promote websites by
creating backlinks in online forums, writing guest blogs, etc.

INTERNAL LINKS & STRUCTURE

Bots are the search engine robots that come and crawl and eventually index
the webpages in their databases. Internal linking and structure hence becomes
a crucial aspect of any website.

The structure of the website should be designed in such a format that it

contains up to four levels of hierarchy which makes it easier for the bots to
visit and crawl the entire website.

Internal linking plays a crucial role in increasing the visibility of any webpage.
The webpages must be interlinked whenever necessary. A well managed
Sitemap is a must for the users (HTML format) and bots (XML format) to crawl
through the entire website.

Canonisation is another tag in HTML code which prevents duplication of

webpages. The URL of the website is added in this tag to tell the bots that they
should know the content belongs to that particular website in case it finds
duplicate content under another domain name.

The URL structure is a significant element telling the structure of the website
and path of the webpage. URLs should be search-engine-friendly which are
logically related to one another.

If any of webpage under a website contains irrelevant content then it can be

tagged as "noindex" under robot metatag to let the bots know that they
shouldn't index that particular page.

TYPES OF SEO

SEO can be classified into three types based on how the optimisation has been
performed.
White Hat SEO means creating proper backlinks with relevant content.
Keywords are efficiently optimized. There is no keyword stuffing and the
keyword density is properly maintained. In this case, getting a higher rank
takes longer time.
Black Hat SEO refers to writing content with the only intention to get a higher
rank in SERP. Keyword density is not maintained and keywords are highly
stuffed without managing their prominence or proximity. The character length
between the keywords aren't taken care of. This is also called illegal SEO where
plagiarism is common and credit is not given to the original owner. In this case,
getting a higher rank becomes much easier but that ranking doesn't sustain for
long. Ranking acquired using black hat SEO vanishes quickly.
Grey Hat SEO is the middle ground of black hat and white hat SEO. It means
using legal methods to get ranking in SERP but the factors behind it is ethically
dubious. Grey hat means using features of both black & white hat SEO.

SITEMAPS
Sitemap is a file where the webpages of any website are linked to
display the organisation of the website. This file creates a path for the
bots and users to crawl through the entire website. Sitemaps are of two
types:

XML Sitemaps is created for robots to crawl through the entire website.
This enables the bots to visit pages.

HTML Sitemaps is created for users. The URLs of entire website is

linked in this file so the users cam navigate easily.

Existing System:

In the existing E-commerce websites, I analysed the user behaviour.

The major thing which I kept in mind is that the existing websites
redirects the user from their main page to another page. The
drawback of this approach is that if user is navigated to another page
then it lowers the chances that he/she will download and try out our
tools. Another advantage of our E-commerce website is that we are
adding a blog section in it as a result of which the user traffic on our
website will increase, resulting in higher ranking on the Search
Engine Result Page (SERP). Other websites are less-user friendly, less
secure, the reliability factor is also not guaranteed and most are not
in reach of distant users.

Proposed System:

The E-commerce Website has been managed by me after analyzing

the user behaviour. The SysTools converters available for Windows
as well as Mac OS on this website will help the users to convert their
data files from one file format to another without facing any
difficulty or without putting any efforts. The application will fulfill
user file conversion needs without compromising on data safety. A
secured method is provided to the users to acquire compatible
conversion of varied files. To increase the user traffic on this website,
many ORM (Online Reputation Management) techniques are used
which increases the SERP rankings of the pages of this website. The
techniques used for the ORM of this website are to maintain
keyword density, adding blog section which will result in regular
updation of this website and add extra content to the website. The
package that I designed/managed can handle the Complaint details
without any difficulty & with a little bit of effort. As earlier, the
work was done manually, so it was very time consuming task &
required a large efforts to convert the files. After the development of
the automated solution, these files can be handled with less effort
and in less time. The website provides User friendliness in the
application with various controls. With this website system the user
can directly make orders in bulk to purchase our software without
any difficulty, it also provide high level of security.
System Requirements:

1. Users of the System:

 End Users / Customers
 Website Admin

2. Hardware / Software Specifications

Hardware Requirements:
 Dual 2 core processor
 2 GB RAM
 500 GB free hard disk

Software Requirements:
 Windows OS: Windows 10 or any other version
 Flash FXP
 Notepad++
 Duplicacy checker
 Keyword Density Analyzer Tool
 Web Developer Tool / Extension
 Google Page Speed Insights
 HTML 5 Validator

Languages:
 HTML
 CSS
 JavaScript
 PHP
 MySQL
 BootStrap

Platform to be Used:
 HTML 5
 CSS 3
Methodology:
We are designing the application based on Agile Methodology.

About Agile:
Agile development methodology provides opportunities to assess the
direction of a project throughout the development lifecycle. This is
achieved through regular cadences of work, known as sprints or
iterations, at the end of which teams must present a potentially shippable
product increment. By focusing on the repetition of abbreviated work
cycles as well as the functional product they yield, agile methodology is
described as “iterative” and “incremental.” In waterfall, development
teams only have one chance to get each aspect of a project right. In an
agile paradigm, every aspect of development — requirements, design,
etc. — is continually revisited throughout the lifecycle. When a team
stops and re-evaluates the direction of a project every two weeks,
there’s always time to steer it in another direction.

Expected Outcome
The expected outcome of this website is to sell SysTools software (File
converters) worldwide, by providing Online Customer service (Live Chat)
and having more focus on Search Engine Result Page (SERP), as a
result of which the user traffic on our website will increase resulting in
more sales of the products.

Application Areas
 User can download & buy File Converter Software to switch from
one platform to another.
 A blog section will be added from where users can get informative
articles to enhance their technical knowledge.

CONCLUSION
 This industrial project based on Online Reputation Management of
websites of SysTools Software Pvt. Ltd. focuses on building up more
user traffic on its digital platforms. This is done through digital
marketing wherein the analysts work on optimizing the ranking of the
websites. More the traffic on the websites, higher is the selling of the
products / tools built by the company. Hence, Online Reputation
Management is a key factor to help the companies function better.

REFERENCES
1. Google Search Console
2. Google Analytics
3. Web Developer Tool