A

Project Report on :
“SEAR
CH ENGINE OPTIMIZATION”

Submitted to the partial fulfillment of the requirement for

the award of the degree of

BACHELOR OF TECHNOLOGY
IN
COMPUTER SCIENCE & ENGINEERING

Submitted by:
Sidharth Chauhan - RA1711003030028
Anuj Kumar - RA1711003030029
Anshul Khator - RA1711003030037
Ayush Jindal - RA1711003030061

Supervised by:
Dr. DHARMENDRA SHARMA
AssISTANT Professor (IT)

SRM Institute of Science and Technology

(Deemed to be University u/s of UGC Act, 1956 NCR
Campus, Modinagar
2019

BONAFIDE CERTIFICATE
This is to certify that project “Search Engine Optimization”, which is submitted by
Sidharth Chauhan (RA1711003030028), Anuj Kumar (RA1711003030029) ,Anshul
Khator (RA1711003030037) &Ayush Jindal (RA1711003030061) in the partial
fulfillment of the requirement for the award of degree B.Tech(CSE) of SRM Institute
of Science and Technology, NCR Campus, Modinagar, Ghaziabad is a record of the
candidate own work carried out by them under my own supervision.

……………………......... …..............................................
(Signature) (Signature)
Dr. R. P. Mahapatra Dr. Dharmendra Sharma
HOD (CSE) Supervisor
Assistant Professor
 ACKNOWLEDGEMENT

We would also like to express our special thanks to Dr. Dharmendra Sharma,
Assistant Professor and of SRM Institute of Science and Technology, NCR Campus,
Modinagar, for their insight and knowledge on the subject, who imbued us with the
feeling to work assiduously.

We would like to express our hearty gratitude to Dr. D. K. Sharma, Dean, SRM
Institute of Science and Technology, NCR Campus, Modinagar, under whose auspices
we were able to work on our project work.

Also, we extend our sincere regards and thanks to Dr. R. P. Mahapatra, Head of the
Department, Computer Science and Engineering, & Dean Admission, SRM Institute
of Science and Technology, NCR Campus, Modinagar, for his suggestions.

We are also indebted to all the teaching and non-teaching staff members of our college
for helping us directly or indirectly by all means throughout the course of our study
and project work.

Finally, we take this opportunity to thank our parents, family members and friends for
their moral support and help and extended thanks to our well wishers.

Sidharth Chauhan : (RA1711003030029)

Anuj Kumar : (RA1711003030029)

Anshul Khator : (RA1711003030037)

Ayush Jindal : (RA1711003030061)

 DECLARATION

We, Sidharth Chauhan (RA1711003030028), Anuj Kumar (RA1711003030029),

Anshul Khator(RA1711003030037) &Ayush Jindal (RA1711003030061) hereby
declare that the work which is being presented in the project report “Search Engine
Optimization” is the record of authentic work carried out by us during the period from
Jan‘19 to May ’19 and submitted by us in partial fulfillment for the award of the
degree “Bachelor of Technology in Computer Science and Engineering” to SRM IST,
NCR Campus, Ghaziabad (U.P.). This work has not been submitted to any other
University or Institute for the award of any Degree/Diploma.

Sidharth Chauhan : (RA1711003030028)

Anuj Kumar : (RA1711003030029)

Anshul Khator : (RA1611003030037)

Ayush Jindal : (RA1711003030061)

 ABSTRACT

Our topic is “SEARCH ENGINE OPTIMIZATION”.

Search Engine Optimization {SEO} is the process of affecting the visibility of a
website or a web page in a web search engine’s unpaid results. It is the process of
getting traffic from the ‘free’, ’organic’, ’editorial’ or ‘natural’ search Our results on
search engines.
Serach Engine Optimization is a strategic technique to take a web document in top
search results of a search engine . Online presence of an organization is not only an
easy way to reach among the target users but it may be possible too if optimization is
done keeping in view of the target users as of the reason that most of the time users
search out with keyboards of their use .
(Say :phd in web technology) rather than searching the organization name , and if the
page link comes in the top position then the page turns out to be profitable .
This work describes the tweaks of taking the page on the top position in google by
increasing the page rank which result in the improved visibility and profitable deal for
an organization.
Google is most user friendly search engine proved for the Indian users , which gives
user oriented results .
In addition ,most of the other search use google search patterns, so we have
concentrated on it. so, if a page is optimised in google it is optimized for most of the
search engines.
TABLE OF CONTENTS

TITLE :-

1. INTRODUCTION

1.1 Preamble

1.2 Project Objectives

1.3 Scope

1.4 Salient Features

1.5 Outline

2. LITERATURE REVIEW

3.ANALYSIS

3.1Conception Phase

3.1.1 Detailed Problem Desciption

3.2 Feasibility Analysis

3.2.1 Technical

3.2.2 Economic Feasibility

3.2.3 Operational Feasibility

3.3 System Requirements Analysis

3.3.1 Platform Specification

3.3.2 Functional Requirements

3.3.3 Business end Requirements

3.3.4 Non- Functional Requirements

3.4 Risk Analysis

4. PLANNING

4.1 Project Planning

4.1.1 Project Resources

4.2 Project Team Organization

5. DESIGN

6.IMPLEMENTATION

7CONCLUSION

7.1 Summary

7.2 Limitation

7.3 Future Scope

8. ABBREVIATION

9 REFERENCES
CHAPTER 1
INTRODUCTION

1.1 PREAMBLE

World Wide Web has given all the businesses and organisations a large platform to sell and
advertise there products and services. But with ease to outreach available to each one of them
the competition has risen even more. There is no doubt a large audience they can now target
but they are not the only ones who can do so. There are ample of websites that deal with the
same product/service which a particular organisation is dealing with. Even a well modelled,
structured and interactive website might fall in the hands of increasing competition. In
today’s world where all major businesses have gone online, if your website is not listed
among the top few pages of search results, your business can suffer major setbacks. Search
engine optimization (SEO) is to the rescue. It enables you to not only get listed on Search
Engine Results Page (SERP) but also expand your business. Also studies have proved that it
can boost the number of visitors on your website by 400% and customer conversions by
100%. With this project we wish to make one such attempt to achieve the listing of the
website which we are going to make among the top few pages of the search engine, primarily
Google; the reason behind this being the fact that most of the other search engines use
Google’s search pattern. So, if a page is optimised in Google it is optimised for most of the
search engines.

1.2 PROJECT OBJECTIVES

The purpose of the project is to optimize the website using various search engine
optimization techniques and get it listed among the top pages of Google.

The goals of the project are: 1. To get the website listed in the top pages of the search engine.
2. To build an interactive, user friendly website. 3. To make the website rich in graphics to
enhance its target audience. 4. To decrease the competition of the organization behind the
website. 5. Understanding both the abilities and limitations of search engines.

1.3 SCOPE

The project will include making of a user-friendly and interactive website based on
experiences and reviews’ sharing and providing the users to get an idea about the same in a
very unique and

interesting way. This process would also include buying of a domain name as well as web
hosting for it. This will be preceded by an exhaustive keyword research on our part. The
website would include original content by all the reviewers and this will be ensured by the
site admin.

Once the website goes live various SEO techniques (off-page) would be applied to constantly
improve and/or maintain the ranking of the website in the SERP.
Apart from this we will be using Google web analytics to constantly monitor the site speed,
site content, search engine traffic, bounce rate, clicks per page, etc.

1.4 SALIENT FEATURES

1. SEO will help the website to achieve a higher rank in the SERP. 2. SEO helps the owner of
the website boost the number of visitors by 400% 3. It will help the customer conversions to
increase by 100 %. 4. SEO will ultimately help in increasing the profit of the website’s
owner.

1.5 OUTLINE 1. We will build an interactive website and perform search engine
optimization for the same. 2. We will buy an appropriate domain name as well as web hosting
for the website. 3. This will be preceded by an exhaustive keyword research on our part. 4.
There are mainly two kinds of SEO techniques i.e. on-page SEO and off-page SEO which
will help the website rank higher. 5. Apart from this we’ll be using Google analytics to know
about the status of the website in terms of viewership, speed and content.
CHAPTER 2
LITERATURE SURVEY

This chapter deals with overall survey of our project. In today’s competitive market SEO is
more important than ever. Search engines serve millions of users per day looking for answers
to their questions or for solutions to their problems. If there is a web site, blog or online
store, SEO can help the business grow and meet the business objectives.

Search engine optimization is essential because: The majority of search engines users are
more likely to choose one of the top 5 suggestions in the results page so to take advantage of
this and gain visitors to your web site or customers to your on-line store you need to rank as
higher as possible; SEO is not only about search engines but good SEO practices improve the
user experience and usability of a web site; Users trust search engines and having a presence
in the top positions for the keywords the user is searching increases the web site’s trust.

In this process the website undergoes redevelopment to make our keywords effectively
communicate with major search engines. This work is done by SEO (Search engine
optimizers), it targets image search, academic search, local search, video search. Optimising a
page involves editing contents & HTML codes in order to increase its relevance to specific
keywords and proper indexing in search engines .The contents and coding are edited keeping
in view of the indexing pattern of the search engines which are done by a crawler named
Googlebot in Google. It is the most powerful way to reach to reach the customer as we meet
them when they are in need. Most of the users find the target websites during their search.

A websites SEO result is based upon relevance and authority. To construct this relevance
original content needs to be created in an ongoing capacity to enable the development of
communities who seek and share the content with others. The more relevant and authentic
content a website has, the better search engines will rank it for specific matching keywords
.Implementing strong SEO tools will radically enhance the quality and quantity of traffic to a
website. It will additionally boost a business’s visibility and credibility on the web. SEO is
tedious and time consuming and it is continually changing.

Web Analytic tools gather data for the intention of understanding and optimizing website
usage. Analysts utilize this data to supply clients with the right information about their
website to improve

their business. Google Analytics is among the top three tools in web analytics; the other two
being: Adobe (Omniture) SiteCatalyst and IBM Digital Analytics. It allows us to observe the
comparison between the tools price, features and rating. Users don’t require one tool for
analytics, a different for keyword optimisation and a further for pay-per-click (PPC)
management, ahead of the extra manual activities they perform. These top web optimisation
tools allow for a complete analysis.

The most complete SEO software provides: • Tips and customized intelligence for
optimizing the website for higher search rankings • Keyword mining to help find the best
keywords • Search engine submissions • Linking optimization solutions • Paid search
management (Google Adwords) • Visitor analysis • Site maintenance tools to diagnose
broken links, unresponsive pages and other issues. • Comprehensive, detailed and
customizable reporting.

Users wish to identify measurable results, with increased leads and improved sales. Intended
for the top SEO tools reviewed in the table, the criteria is based on the average SEO features,
and essentials that make each one stand out from the others. The functionality of the ‘help
and support’ for each tool, is furthermore assessed. Order of the process is more or less the
following: 1. Keyword identification 2. Situation analysis 3. Competitor analysis 4.
Recommendation report 5. Implement recommendations 6. Evaluate impact

And this process continues in a cyclic manner to ensure that the website maintains and/or
improves its position.
CHAPTER 3
ANALYSIS

3.1 CONCEPTION PHASE

3.1.1 DETAILED PROBLEM DESCRIPTION

Users use search engines for most of their queries but they only prefer the results available on
first page and 2-3% of users go on further pages (except Researchers), Now imagine if the
page of an organization is on 2-3rd or 4th page then the business which can be generated
from that page has a very less change to return and user will prefer the page coming on the
1st page. Trillions of web pages are indexed per day in a search engine. There are millions of
search per day .Most of the visitor’s visit the website by hitting the links available in search
engines and believe that companies found on the top results are the best brand in their product
service and category. These clues make it very clear that if an organization wants to go on top
in their sales then they should concentrate in getting their page widely available in the search
engines. And so SEO is a must. For example, if someone wants to use cab services and is
unknown to the place where he is now, normally if he/she is a techie searches for cab services
with the name of city and hit the top 10 links and use one of these. Getting a very good
response in very short span of time in this particular case is very necessary for the customer
and to be on top results of a search engine is necessary for a website so that the customer can
easily access it and ultimately let it make profits.

3.2 FEASIBILITY ANALYSIS

3.2.1 Technical Feasibility

Technical Feasibility assesses the current resources and technology, which are required to
accomplish the goals within the allocated time and for this, the team ascertains whether the
current resources and technology can be upgraded or added to accomplish specified
requirements.
Technical feasibility of the product has been studied under following heads:

(i) Hardware availability - This project requires any device with internet connection. (Here
we will be using laptops for testing purpose)

(ii) Platform Independence – This project will be platform independent since its website can
be accessed with the help of internet on any platform. (iii) User friendly - As the website’s
interface will be built on wordpress which has rich user interface tools and for its SEO,
Google analytics which is a free service provided by the Google will be used , this system
will definitely be user friendly. As hardware availability and user friendly nature of this
project is possible to achieve, this system is technically feasible.

3.2.1 Economic Feasibility This project requires a domain name and web hosting for
constructing the website and further deploying it.
(i) Hardware cost – There is no hardware cost associated with this. However, a domain name
and web hosting is needed to host the website. So it will result into some minimal charges.
(ii) Software cost - Software needed for development of this website are open source software
i.e. wordpress. Hence, there is no cost associated with them. As hardware cost are very low
and as software are freely available, this system is economic feasible.

3.2.2 Operational Feasibility

Operational feasibility is a measure of how well a proposed system solves the problems. We
know without SEO where a website will lie and after SEO how much its usability will
increase Thus the system is operational feasible. 3.3 SYSTEM REQUIREMENTS
ANALYSIS

3.3.1 Platform specification

This project will be platform independent since its website can be accessed with the help of
internet on any platform. But to deliver high levels of reliability, availability and
serviceability the configuration needed is as follows:
(i) Hardware Specification: Any device with internet connectivity is required.
(ii) Software Specification: The above mentioned device must contain a well updated web
browser to run the website and implement the SEO techniques and software.

3.3.2 Functional requirements

Project shall have a website on travel blog which appears among the top searches of a search
engine whenever a person searches something related to this stuff.

1. Website shall have only original content from the authenticated users and reviewers.
2. The website once deployed shall maintain its ranking in the SERP with the help of SEO
techniques.
3. Website shall have its content as per the Google algorithms so that web crawlers can
display this website on the necessary searches.

3.3.3 Business end requirements

1. Website should recover its ranking in case of any failure.
2. Website shall have an option of including new techniques so as to maintain its ranking.

3.3.4 Non-functional requirements

This section specifies the required system quality factors that are not related to the specific
functional requirements. These requirements are always required to be fulfilled.
(i)Safety and Security: The admin will keep a check on the original content being posted by
the reviewers and also has to ensure that this does not get copied. There will a method to
conform to the copywriting issues of the content.
(ii)Performance: This subsection checks the fact that our interface must perform in a way user
expects. It is also associated with the speed with which the system shall function.
(iii)Reliability: The target audience must rely on the matter displayed on the site as the
content won’t be plagiarized and will the reviewer will rely on the website so as not to
disclose their identity on any other platform without the it’s consent.
(iv)Reusability: Since the content posted on the website is original in nature; each time
anybody visits the site would get the idea about the particular experience. Hence the content
never gets outdated. Also in case of any changes to the fact mentioned in the post the admin
will make sure to have as little a difference in the description and reality as possible.

3.4 RISK ANANLYSIS

An engineering project is expected to produce a reliable product, within a limited time using
limited resources. Any project however runs the risk of not producing the desired project,
overspending its allotted resource budget or overrunning its allotted time. Although there has
been considerable debate about the proper definition for the software risk there is general
agreement that risk always has two characteristics:

(i) Uncertainty: The event that characterizes the risk may or not happen i.e. there is no 100%
guarantee that risk will occur. And in our project we may suffer from the risk of not getting
the top ranking in the SERP if some technique goes wrong i.e. we might end up landing on
the last search pages if the content or the technique is not right.
(ii) Loss: If the risk becomes a reality, unwanted consequence or losses will occur i.e. we
might not get the top listing.
CHAPTER 4
PLANNING

4.1 PROJECT PLANNING

The objective of project planning is to provide a framework that enables the manager to make
reasonable estimates of resources, cost and schedule. These estimates are made at the
beginning of the project and are updated regularly as the project progresses.

4.1.1 PROJECT RESOURCES

(i) Human Resource:

Project Guide: Dr Dharmendra sharma

Project Members:

Sidharth Chauhan
Anuj kumar
Anshul khator
Ayushjindal

(ii) Hardware Used:

Device: Any computing device having internet connection.

(iii) Software Used

A web site development tool would be used for building up of the website to ensure that the
site stands in the competition with the market oriented sites. Various SEO implementation
tools that provide web analysis.

4.2 PROJECT TEAM ORGANIZATION:

Our project team organization is both formal and informal. All the team members have
formal relationship with project guide and informal relationship with each other. We are
using democratic centralized team structure because there is no permanent team leader, rather
task coordination for short duration; decisions on problems and approach are made by group
consensus.
CHAPTER 5
DESIGN

The designing phase of our project involves designing of our website for the purpose of
search engine optimization. After the keyword analysis, a theme for the website was selected.

The website would be based upon travel and tourism. For good SEO, the content of the
website plays a crucial role. Hence, we aim at building a website that is different from the
rest, thereby reducing the competition for search engine optimization. The distinguishing
feature of our website that sets it apart from the rest of travel and tourism websites is that we
intend to share specific travelling experiences and review them instead of describing the
itinerary of a visit.

The viewers will be facilitated to enquire about the experiences further from the author,
through a comments section, that will enhance the informative content on the website.

The website built is in sync with the rules for on page optimization, complying with
techniques like meta title, meta description, optimizing images, responsive web pages, xml
sitemaps, webmasters etc

Content plays a key role and hence the following has been ensured in making of this project:
1. Content should be unique. 2. Content should be original and not plagiarized. 3. Content
must be long enough, at least 500 words minimum for each article. 4. Keyword density must
be 3 to 5 percent. 5. Content should have visual appeal and must be interactive in nature. 6. It
must contain embedded images, tables, info graphics and videos along with text to ensure
increased understanding and interest of the viewers. 7. Webmasters should regularly check
their websites for typos, broken links, and images that do not load correctly. 8. Site must
include a sitemap for easy navigation for the users, along with an xml sitemap for the web
crawlers of different search engines.
EYE
INSERT WEBSITE
RESULT PAGE
images
CHAPTER 6

CONCLUSION
The project revolves around the specific domain of search engine optimization which comes
under the umbrella term of Digital Marketing. The purpose of the project is to be very
efficient and an effective so as to attain a substantial rank. And hence discovering and
implementing ways to increase the probability of finding a good listing. The report explores
all aspects of the system. This will enhance the overall understanding of the technique and its
usage in a very practical manner.

6.1 Summary This project report aims to acquaint the reader with the novel methods of search
engine optimisation for driving more and more users to the website. We would use the
aforementioned methods continuously and discover more and more users accessing our
project website. In addition to it we aim to get sub links that are assigned by Google which is
assigned to a website which has more number of users. Although the technique of SEO isn’t
that new but it’s utility in the present times has increased a lot with the emergence and
widespread acceptance of e- commerce.

6.2 Limitations Everything in the technical world is transitory. Each day a new technology is
known to the world. With this increases the competition. Unpaid SEO is all about constant
effort to get the competition going, to indefinitely monitor and work as long as the site exists
and to get the results. Hence, the biggest limitation is the all-time effort to maintain the rank,
to be aware of all the new techniques in the market and to have a constant check on the
competition.

6.3 Future Scope

As a future work we would to understand and develop tools which can add the site to a search
engine whenever user wants and can remove the sites which are not good. We would try to
have the page rank of the site being improved. It would be a great task to have the site listed
immediately after the paid-SEO sites.
ABBREVIATION

SEO : Search Engine Optimization

SERP : Search Engine Results’ Page

HTML: Hyper Text Mark-up Language

REFERENCES

http://www.ijcsi.org/papers

http://publish.illinois.edu/johnrgallagher/files/2015/09/Search-Engine-Optimization

http://www.tutorialspoint.com/web_analytics/google_analytics.htm

http://www.internetrix.com.au/assets/Res