A

Summer Internship Project Report

On

“Social media, Content management and lead generation”

in the partial fulfillment of the Degree of

Master of Business Administration

Submitted By

Nisarg Sethi

[Roll No: 501704036]

Batch: 2017-19

Under the Guidance of

Mr. Pankaj Shrivastav (CEO)

(Digicore technologies Pvt Ltd.)

L.M. Thapar School of Management

(Thapar Institute of Engineering & Technology, Patiala)

Dera-Bassi Campus, Mohali – 140507

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 ACKNOWLEDGEMENT

The first experience of a corporate office lured my efforts for this

internship. However, it would not have been possible without the kind
support and help of my mentors. I would like to extend my sincere thanks
to all of them.
Mr. Pankaj Shrivastava
(CompanyGuide)
Mr. Hemant Sharma (Faculty Guide)
I am highly indebted to Digicore Technologies and LM Thapar School
of Management for their guidance and constant supervision as well as
for providing necessary information regarding the project & also for their
support in completion of the project.
I would like to express my gratitude towards my colleagues for their kind
co-operation and encouragement which help me in completion of this
project.

Nisarg Sethi
501704036
2017 -19 Batch

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 EXECUTIVE SUMMARY

In this report I have captured information of how digicore technologies

Pvt Ltd embress their task of Digital branding and Marketing. I have
also comprised all the information of the tasks I was being assigned to.

The aim of the company is to provide superior service to doctors as

well as the patients by being the mediator between. It was great
opportunity for me to develop and apply my knowledge of
marketing practically.

Being the startup, I was given various responsibility and I find myself
lucky to be part of such responsibilities as that helped me to
understand industry and company. I was given responsibility of huge
segment, this was big task to handle but that had boost my knowledge
and confidence. My depth of knowledge has increased while working
with such responsibility and pressure of performance.
Major task was to improve ranking of the URL. In the process to rank
the URLs, there are many on-pages and off-page activities you need to
follow. There are certain rules and procedures we need to follow
according to Google’s algorithm. There are some link building
activities also we need to do which requires in depth and well written
articles. As this article are going to publish some other websites by our

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anchor text, we need to check traffic, domain authority and page
authority of that website and that is very critical task.

I have listed the activities performed in detail for improvement of

ranking.
Company also in the business for content marketing this also helps
them for inbound marketing. It is a lead generation company and works
on four different models.

Company deals with both SEO and PPC in major medical field like
cancer, skin, hair transplant, IVF etc. My responsibility was in the
field of SEO. The repetitive processes like coding of the page is
automated.

I was also been assigned to do widget building by taking help of

developer team, company is trying to achieve this target from last one
year. I was able to do two widgets. This will help the company in both
way, branding and local domain authority.

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 Table of Contents
Internship Certificate 2
Appreciation Certificate 3
Acknowledgement 4
Executive Summary 5-6
Introduction 8-14
Details of the 15-36
Organization
Activities done for 37-43
ranking on Google
Sales 44-47
Conversion Rate 48-51
Widget building & 52-55
Executing
Learning & Challenges 56-58
Recommendations 59
Bibliography 60
Mentor Evaluation Sheet 61

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 Chapter – 1

INTRODUCTION

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 1. Introduction

Digicore Technologies Pvt. Ltd is working on teo different front.

1) Inhouse Marketing Company (IMC)

2) www.clinicspots.com

IMC look after the projects which come from other companies. These
are the diverse projects like branding, online presence, SEO etc.
Currently they are also generating leads for different businesses
which is their strength.

The other front is www.clinicspots.com. Clinic spots is a lead

generation company which generates leads for different medical
fields. The fields are cancer, skin treatment, Hair transplant,
liposuction, Liver transplant etc.

They sell this leads to different buyers in need. This requires selling
to both sides. As verification process is being done by the callers
while business development teams are in constant efforts to find new
clients to sell the leads while maintaining relationship with the old
once.

Being on the top of search is very much important for business so

clinic spots maintains rank 1 position in every medical field in which
they are currently doing business.
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There is always improvement of the process is required as the
quality of the leds are very important for the business.

The two main segment in digital marketing are SEO and PPC.
Digicore is into both these fields. The main USP of digicore is to
create content which enhances user experience and compels people
to go through our website.

Clinic spots majorly aims for organic rankings and therefore Seo is
used.

In this chapter I have included what was the objectives and

targets given to us and the introduction to the processes which
were adopted to achieve the target.

1.2 Problem on Hand

The whole business depends on the quantity and quality of the leads.
We cannot sit ideal once we reach at the top because there is always

scope for improvement. Ranking is important preferably 1st with

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good tittle fetch you highest traffic which means higher leads but the
position is not constant.

We are not the only player in the market, there are big players who
have already marked their territory of business and till some level
they are obsolete.

1st live project which was assigned to me was to rank cancer

hospital in Delhi which I had to do from the scratch and I need to
maintain it for whole internship periods.

2nd was looking after conversion rate optimization (CRO) of the

IVF pages, As I mentioned ranking is not only important so IVF’s
already ranking pages was not generating leads.

3rd was ranking for Liver transplant in India as this is new page I
had to rank it without changing the content by ranking activities.

There are other certain important activities I had to do like I had to

collect and arrange the data of past business such a way that we can
predict our future revenues. Primary motive of this task is to make
pitch presentation for the Investors.

There is also a task they were trying to execute from last year, which
is branding widget of clinic spots. This was not executed because to
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do this there are many complex things we need to execute. I will
discuss about this in detail.

1.3 Objectives

• Develop and optimize content for content marketing and URL’s

• Understanding how to convince people for mutual benefits.
• Making a primary database to decide strategy and execution for
future business decision.
• Get strategic understanding of Digital Marketing.
• Understand how to use it for branding and sales.
• Understand its advantages & limitations.
• Become familiar with Best Practices, Tools & Technologies.
• Plan & manage digital marketing budget.
• Manage Reporting & Tracking Metrics.
• Understand the future of Digital Marketing and prepare for it.
• Understanding and implementing 200 ranking factors for ranking
of URL.

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 1.4 Modus operandi of the project

Process of making widget and executing it on other business website

is very tough task, because this requires constant inputs from the sales
as well as web developer team.

The data was not there for any compilation and presentation this
requires certain layers of work because I had to fetch it from the
back-hand databases.

To bring the Webpages on the first page web as well as search

engineering including guest posting and social bookmarking have
to be done.

On page SEO includes creation of webpages which consists of

making a catchy title, meta title, appropriate keywords, meta
description, internal linking from high page authority sites, page
speed, Robot txt file.

Content creation of the webpage is also done which should be

unique, user friendly and benefit focused.

The webpage should have sufficient number of keywords which we are

planning to rank.
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The webpage is indexed in google via google search console and
then google ranks it depending on the competition, relevance of our
webpage with the keyword and other 200 factors Linking our page
in high authority sites, creating navigation list to make our webpage
user friendly, implementing reviews section Quality process
requires me to check each and every aspect of the webpage and
debugging the errors.

Quality report has to be given to the technical head of the company.

All the major pages HTML coding, creation of new pages through
automation software, video insertion, graphics are also done.

Schema Markup on all pages of Mumbai is done where people can

give reviews of the doctor, webpage Sitelink is done on main
webpage. Finding of 404 pages and eradicating it.

Addition of new webpage’s sitemap Social bookmarking, citations,

business listings are done to increase our presence in local areas and to
beat competition Quora answering, social media reviews and posting
are also part of strategy.

All the articles written has to be shared in social media so that

the local presence increases.
Competition analysis and then strategizing to do something unique so
that users notice us and love us.
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 Chapter – 2

Details of the Organisation

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 2.1. Introduction

Digicore Technologies has been powering profits for its clients through
innovative web solutions since the last decade. Digicore Technologies
is a web showcasing organization situated in Mumbai, India with huge
encounter in SEO/SMM/SEM, site marking, activity era and building
organizations. We are an internet showcasing organization which has
noteworthy learning of web business and its ability to amplify your
organization’s benefits and goodwill. At Digicore Technologies, you'll
get select administrations at sensible rate with accommodation of a little
organization, with the database, certifications and consequences of a
greater organization. We insure long haul approach with the objective
that is more centered around customers go to your site.

Digicore understand that it is depending on determination, quietness,

learning and aptitudes, which we have a great deal of. Our association
has a gathering of submitted laborers, which goes from designers,
organizers, specific specialists, to organization graduates, who take ROI
driven exercises in making online system that yields extraordinary
results.

Digicore help their clients to get the greatest benefit out of their website
by getting high Website movement, and in addition we confirm that you
get concentrated on development also.; Our reputation organization
verifies that undesirable investigates; remarks and comments are
compelled down and bring general, productive reviews and substance.
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We at Digicore believe our focus on quality deliverables is what has
enabled us to reach where we are now. All our projects go through
different levels of quality checks, making sure that the final deliverable
is immaculate.

2.1.1. Mission & Vision: -

Mission: - To help organizations, associations, and business people

attain brand goals through cutting edge characteristic digital marketing
solutions. Consistently, we work all things considered to understand our
fantasy of turning into the worldwide pioneer in the field of digital
marketing.

Vision: - At Digicore, our vision is to be the best Digital Marketing

Company in the world. Our prompt and efficient services make us a
popular choice for our customers, employees and vendors across the
globe. With our rigid determination, we are sure to earn our customers'
trust through amazing performance and adamant dedication to their
success.

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 2.2. The
Organization: -

2.2.1.
Services: -

1. Strategic Planning:

It takes access to one of a kind information and experiences, and

expansive experience crosswise over advanced and conventional
channels and stages. It takes the right blend of controls to guarantee
execution of a thorough key advertising arrange that meets both client
and business needs. Furthermore, it takes a comprehensive
approach crosswise over purchased, earned and possessed media to
make coordinated computerized showcasing plans that effectively
fabricate associated brands.
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Branding Strategy: - Evaluate, analyze and synthesize the
personality and meaning of the brand to develop holistic strategic
thinking.
Marketing Strategy: Identify the right mix and proportion of Touch
points for audience interactions based on the brand strategy.
Campaigning Strategy: - Develop holistic plans for creating, re-
using, distributing and managing content across bought, earned and
owned media.
Cross-Channel Integration: - Which implies the main things we’re
certain to be helping you construct a joined brand, attain your promoting
goals and drive ROI. Anyhow we realize that customer’s battle with how
to apportion use crosswise over both advanced and customary promoting
channels. So, we consider the general brand system and conventional
media execution in every suggestion we make while helping you
arrange, actualize and measure fights crosswise over channels to expand
ROI.

2.Mobile
Marketing: -
To be important today, advertisers need to effectively search out buyers
where they are. What’s more with over 878 million mobile customers
worldwide, desktop users will be surpassed. This implies that buyers
need to be contacted on their mobiles.

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Our Mobile Marketing services
include: -

• Mobile Strategy: - Our strategic mobile audit process helps

clients understand how, where and why to invest in mobile.

• Mobile SEO: - Mobile users rarely browse beyond the second

results page so ranking is more important than ever. We combine
expertise in traditional search, device detection and mobile search
to help clients achieve visibility across platforms.

• Mobile Web Development: - As opposed to reproducing the

desktop involvement in little, we create portable encounters that
speak to the customer's image, regard the capacities and
restrictions of every gadget, and offer the substance buyers need
continuously.

• Mobile Applications: - We have the expertise to keep up with the

rising number of mobile apps, devices, operating systems and
APIs.

• Mobile Paid Search: - Stretching out paid pursuit crusades to

portable is one of the most effortless approaches to test the

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 versatile waters while conveying constant, confined promoting to
clients on the go.

• Mobile Advertising: - We control relationships with mobile ad

publishers and vendors to create impactful mobile advertising
campaigns across a variety of emerging platforms.

2.2.2 Processes
You have to understand customers in order to create compelling
interactive designs and user experiences that get noticed, used and
valued. And we're the only agency creative group with access to insights
gained from search data. Our market research teams add in other
qualitative and quantitative data and then turn it all into an informed
view of customers through rich, fact-based personas that help us bring
brands to life with fresh, compelling, informative, persuasive and
actionable storytelling and imagery.

• Responsive Audience Intelligence: - We need to help you

adjust the requirement for rich imaginative plans and usefulness
while as of now accomplishing cross-gadget similarity. Also, the
most ideal approach to accomplish that is through Responsive
Audience Intelligence (Responsive), the first responsive web
configuration offering to convey logically pertinent substance and
encounters focused around unacknowledged crowd information.
We captivate our inventive, client experience and innovation
groups to distinguish the substance, peculiarities and usefulness
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 prerequisites of your site before else other possibilities. This
permits us to create a Responsive Design System that will give
your crowd a consistent experience.

• Our Thinking: We don't think regarding channel. Rather, we

ponder client biological systems and their favored, and constantly
changing, access focuses. With a specific end goal to convey
reliable and genuine client encounters at the opportune time and
spot, we assess key association touch points, translate group of
onlooker’s paradigms and create communication models. This
key thinking crosswise over channel and stage helps us fabricate
joined brands while incorporating purchased, earned and
possessed media. What's more it's an enormous motivation behind
why over twelve customers have picked us as their computerized
AOR.
• Compelling content: Whatever the channel or platform,
consumers demand content. At Digicore our content writers are a
trained lot, experienced in developing compelling content in real
time.
• Our Team: We have an integrated experiential design team that
includes business analysts, information architects, usability
experts and technology specialists. Our team is spread across
multiple offices; ensuring clients get the most qualified person for
a particular project regardless of physical location.

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4. Market Research: -
Presently, like never before, customers need to strive to safeguard
their showcasing plan. This implies the times of customers believing
their gut (or simply running with an inventive executive's
presumption) are long gone. Rather, advertisers depend on statistical
surveying and genuine information to advise the work they need to
do. Digicore's statistical surveying group can help you comprehend
the propositions and practices of your gathering of people
continuously and make an interpretation of those client experiences.

• Our Consumers: - Our job is to get into consumers' souls and

psyches to drive better client encounters and customer results.
Utilizing exclusive online statistical surveying apparatuses, we
analyze the pursuit dialect, feelings, boundaries, facilitators,
influencers and brand signals at each one phase of the choice
making procedure. At that point, we utilize client bits of
knowledge to make an interpretation of that information into
experiential maps to help us comprehend the key drivers of
investment that will make most extreme quality.
• Data Experts: -Imaginative in our utilization of data, energetic
in our pursuit of better approaches to comprehend individuals
and deliberate in our methodology.

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 2.2.3 Facilities –
Social Media Marketing:
Insights & Planning: So, we begin with restrictive instruments
that help us do somewhat safe listening in. We discover where your
clients hang out, what they're stating, how they act and what they
need in a marked relationship. At that point we break down the
discussions to give noteworthy experiences and key suggestions
crosswise over channels and stages while coordinating purchased,
earned and claimed media.

Marketing in Real time: - To succeed in social media marketing,

brands need to be both distributers and members. Also, they need
accomplices who can make content that takes
advantage of individuals’ yearnings and afterward appropriate that
marked substance to shoppers when and where they need it.
Ongoing promoting techniques must be versatile
and educated by continuous bits of knowledge into shopper conduct
to upgrade programs and exploit new open doors.

Result Oriented: Most of the advertising agencies, simply engage

in social media conversations. But, we also measure them. We
track and measure our social media marketing strategies and their
impact on a holistic mix of bought earned and owned media to
maximize ROI and continually improve our efforts.

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6. Content Management: -

Our Strategy: - Conveying the right content to the right crowd at the
correct time begins with a coordinated content system. One that
consolidates existing brand research, phonetic profiles and crowd
listening projects to help recognize what content you ought to give,
what ebb and flow resources you can influence crosswise over media
and what content you have to make. Pretty much as paramount as the
what, is the how: How will you disperse the substance from a
specialized viewpoint? In what manner will it get made - by inward
assets or outsider content suppliers? In what capacity will you motivate
groups of onlookers to impart your substance? Furthermore, by what
means will your substance be found? At long last, a strong substance
procedure considers the where: Where does your crowd hang out?
What's more where does it bode well for distribute your substance
crosswise over purchased, earned and claimed media.

Content Management: - Today, advertisers need to go past essentially

distributed substance. They have to be dynamic, nimble and mindful of
what customers are saying in regards to their image. So, while we create
a substance showcasing technique to guide content advancement, we
likewise arm our customers with extra rules to verify assets and
techniques are set up to respond to both positive and negative remarks
and posts. Together, we screen action progressively and alter crusades
as important for ideal results.
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• Measurement & Optimization: - With our constant efforts and
a relentless focus on measurement, our clients always know how
effective their marketing efforts are and how well certain pieces
of content are performing in different contexts. Our Clients also
have access to our ongoing consumer research, analytics and
content optimization.

Analytics & Innovation: -

• At Digicore, we've grown up with an interest for measurability,
which has provided for us a merited notoriety for having a top site
examination practice while helping us win over twelve advanced
AOR accounts. We realize that advertising is about more than
simply pretty pictures and witty words; it’s additionally about
conveying on ROI. So, we utilize prescient demonstrating before
a battle to approve our methodology, amid a fight to improve the
results and a while later to quantify our prosperity and apply the
learning to future showcasing endeavors.

• Turning Data into Imagination: - It's an alarming truth, yet

numerous advertisers are taking heaps of information from
various office accomplices and looking at it in Excel. However,
we don't think customers ought to need to wade through spread
sheets of site examination information to attempt and gather bits
of knowledge out of unlimited numbers pressed into lines,
sections and cells.
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 So, all things considered, we pull a lot of information from unique
sources and transform it into one coordinated dashboard stuffed with
experiences that are simple for customers to comprehend process and
follow up on. What's more we fabricate attribution models that are
device and label skeptic to uncover new bits of knowledge measure
cooperative energies in the middle of channels and bail customers
get the most out of their promoting blend.

8. Search Marketing Program: -

Beyond Search Engines: - Search Engine Marketing has never truly

been pretty much
the motors. This is more genuine than at any other time in recent
memory now that hunt advertising enters a complex new period
where there are more approaches to search for substance, obscured
desires between inquiry, showcase and social results, and a huge
number of new gadgets with which to pursuit. As pursuit promoting
administrations develop past the motors, it will take a gifted and
experienced organization like Digicore to help keep your image
unmistakable.
Incorporating SEO and SEM: - Clients of various search engines
encounter an indexed lists page as a particular experience. So, it just
bodes well for coordinate your common and paid inquiry procedures
also. By incorporating your web Search Engine Marketing (SEM)

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and Search Engine Optimization (SEO) programs, we can build
clicks, co- operations and changes.

SEM: - At the point when clients go to various search

engines, they're essentially raising their hand and
requesting data about your item or brand. With Digicore's
authentic class ability, restrictive innovation, look media
experiences and incorporated methodology to web index
showcasing, we can help you build clicks, change rates and
deals - and dependably be there when your clients raise their
hands, whether they're at home or on their mobile device.

SEO: -Advertisers center a terrible part of consideration on

their landing page
- what it would seem that, what it says, how it meets
expectations. However the truth of the matter is that most
guests to your site aren't passing through your landing
page. They're turning to pursuit to discover precisely what
they're searching for and navigating to that page. So it is
basic to have an exhaustive site improvement technique that
incorporates neighborhood and versatile quest for being
found. With Digicore's best-in-class engineering,
experienced group and incorporated methodology, we can
help your brand get to the highest point of the page - and
remain there.

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 MANAGER

CONTETNT PPC TEAM WEBSITE SALES

SEO TEAM WRITER DEVELOPERS TEAM

2.2.4 Organizational Structure

2.3 Organizational Growth

• As Digicore is bootstrap company, the
growth is comparatively low compared
to the established company
• Digicore has well know clients like
Share khan, Varna University & Puratos
etc.
• The main source of business is
ClinicSpots
ClinicSpots is a medical online portal who is into lead generation
ClinicSpots is majorly in Hair transplant segment. But the other
segments are liposuction, Skin and IVF. Other main segments Are
medical tourism and Cancer segment where international patients
come to India for their treatment. The ticket size of medical tourism is

29
quite high therefore revenue earned is higher. During our internship the
organic search traffic increased from 14 thousand to 80 thousand.
The overall traffic increased from 73K to 124K

2.4 Other Relevant Information: - Solutions

Understanding Our Customers: - What they’re stating. What

they need. When they’re prepared to purchase. We can help you
comprehend online purchaser conduct with our master statistical
surveying group, exclusive instruments, access to a center
gathering of millions through hunt information and a committed
examination group that transforms crude information into
noteworthy client bits of knowledge.
• We think like our customers: - We consolidate search data,
client listening projects and other statistical surveying routines
to create phonetic profiles that help us see how your clients
talk and think. At that point we create personas and
itemized representations of the client's environment to help us
comprehend their choice process and recognize significant
touch points for your image.
• Committed Research & Analytic team: - Granted, bunches of
organizations do research. What sets Digicore apart is a full-time
group of in-your-face statistical surveying experts gifted in
breaking down purchaser conduct and giving client bits of
knowledge. Individuals with many years of involvement in

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 information mining; subjective, quantitative, ethnographic and
human variables exploration; and effectively crossing over the
customary/advanced examination isolate.

To help incorporate the examination, burrow through the

information and reveal capable client experiences we have a
committed research group made up of in excess of 25 information
researchers that are part programming software engineer, part
statistician and part storyteller. Together, these groups have the
ability and aptitude to help you comprehend your clients and
fabricate an associated brand.

• Beyond geographic boundaries: - However to really

comprehend online shopper conduct, you need to comprehend
inspiration and expectation. Your clients' inquiry practices give
what one master calls a "database of expectations." With no
onlooker to influence the conduct, seek information provides for
us characteristic, unwarranted experiences into your clients.
What's more we're one of the main full benefit digital marketing
agency that utilizes search information to add buyer experiences.

2. Acquiring our Customers:

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• Acquisition strategies: - Customers are multichannel, so we
think your client procurement system ought to be, as well. That is
the reason we begin with profound bits of knowledge into your
gathering of people and afterward make redid multichannel
media projects, including pursuit, show, CPA, CPC and that's only
the tip of the iceberg. Also, since clients encounter an indexed lists
page as a solitary experience, we incorporate your SEO and SEM
endeavors into one system. We've demonstrated this enhances
authenticity, pushes down the opposition and improves the
probability that clients will click on the regular result, bringing
down your general client procurement cost.

• Synchronized marketing: - Purchasers anticipate that brands

will help them all through their obtaining excursion with
stimulation and data progressively. Therefore, client procurement
techniques must be versatile and ready to respond to changes in
buyer conduct and partake in discussions as they happen.
Digicore's team of content writers and gathering of people
directors that make on going engagement programs that are
demonstrated to drive movement, deals and versatile client
backing.

Measurability: - So we get that marketing isn't pretty much

making cool campaigns; it is about obtaining leads, empowering
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 sign-ups, driving downloads, activating exchanges and affecting
your main concern. Our teams to react to changes as they occur
optimize campaign performance and maximize ROI in real time.

1. Branding: -

• We add Value: In the realm of continuous marketing, consumers

anticipate that brands will add esteem and bring something to
the discussion. Furthermore, they anticipate that brands will
destroy it continuous. We join customer experiences, statistical
surveying and examination to make sense of what your image
offers that your crowd needs - whether they know it yet, or not. At
the point when and where your image has authorization to
captivate. Also, how to acquire consent on the off chance that it is
not officially permitted. Through everything, we help you assemble
brand mindfulness, fulfill your clients' requirement for up-to-the-
nanosecond content and state your own personality while fitting in
with the group.

• Defining a Brand: - In the event that you haven't exactly

discovered your voice, we can help you with brand advancement
by characterizing the profits, characteristics and qualities of your
image; building what your image looks, sounds and acts
like; and deciding how your image carries on with diverse
group of onlookers' sorts. In case you're as of now a built brand

33
 with a solid identity, we can guarantee steady marked encounters
crosswise over customer touch points while helping you
influence the computerized channels and stages that will
help your image create significant connections that last.

2. Optimizing Marketing budget: -

How we measure: - Internet promoting has constantly held the
guarantee of being the most responsible medium, however
there's a deadly blemish in the way things are measured today.
Most advertisers utilize a solitary click philosophy that allots
100% of the credit for an online change to the last pennant
commercial, watchword or activity the client saw or performed.
In any case most purchasers connect with, and are impacted by,
numerous touch points before they achieve the purpose of
exchange.
Development:
1. Mobile: -
• Mobile application development can help you support continuous
access to basic business data, while diminishing expenses and
empowering speedier choice making. Digicore Technologies
gives organizations versatile application advancement
administrations for mobile enablement of big business grade
applications and programming.
• Our skilled Mobile application developers take after most recent
advancements in mobile development and instruments to stay

34
 aware of progressions in big business portability. Our mobile
application development administrations can help you in;

• Mobile User Experience Design

• Cross-Platform Mobile Development
• Custom Mobile Application Development
• Mobile Web Application Development
• Mobile Development Outsourcing
• Mobile Development Professional Services
• Android App Development
Advantages at Digicore
• Our organization's advisors and engineers comprehend the
criticalness of versatile arrangement necessities for security,
accessibility, reasonability, and unwavering quality. Digicore
mobile application development guarantee that these needs are
met and are fortified by:

• Cross-stage mobile application development arrangements.

• Expert involvement in mobile application development with
100+ applications created.
• More intelligent and canny mobile application emphasizes that
rise above client desires.
• Natural and simple to-utilize portable applications for a quality
client experience.

35
 • No boundaries: Online business is not bound by geographical
boundaries. The buyer and the seller have to cater to the global
market.
• Low sales costs: We offer low sales cost as we save on
promotional material costs.
• Healthy competition with better companies.
• We maintain our customers' Database. We maintain a database
of our customers with a record of their past purchases. This helps
to recommend other items to him.
• Purchase specific items: The customer can find hard-to-get items
from our ecommerce website.

2.5 Clients: -

Hair Transplant
• Dr. Shankar Sawant, DNCC, Looks, Kaya Hair Restore Rich Feel
Dr. Viral Desai DHI Clinic
IVF
Nova IVF, Breach Candy, Lilavati Hospital
Skin
• Kaya Skin Clinic
Medical Tourism
• Fortis Hospital, Bhakti Vedanta
Other Clients
• Puratos , Verna University

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 Chapter 3

Activities done for Ranking of “Hair Transplant in Bangalore”

&
“Hair transplant in London”

37
 3.1 Task Assigned

There were two URls which were assigned to me to rank on SERPs.

I compiled these two tasks into one because procedures done for
ranking this are same. I was assigned to rank “hair transplant in
London” in the first 10 days while other keyword “hair transplant
in Bangalore” assigned to me in the last 20days.

3.2 Task
Achieved

Both the URLs ranking on the 1st page.

Hair transplant in London -1st position

Hair transplant in Bangalore- 1st position

Initially when Hair transplant in London was assigned to me, it was

ranking 11th on SERP. And hair transplant in Bangalore was on 4th

position. Both the URLs generate leads which supports the business
of Clinicspots.

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3.3 Detailed analysis and screen shots.
Hair Transplant in
Bangalore

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Hair Transplant in London

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 3.3 Process of target Achieved –

To bring the URLs on the first page both web engineering and
guest posting have to be done. I have to contact guest bloggers of
high traffic and authority to get an inbound link to our site. I also
had to write user generated content in my webpage so that people
stay in our webpage and are interested to fill the enquiry form.
Moreover, all the website code errors and site architecture,
graphics, page speed are also corrected.
Web engineering consists of doing On-page SEO which includes –

• Title – It should always contain the money keyword and the

brand name. It should be not more than of 67 Characters.
• Meta tags – a. Meta Title: Should be same as title.
b. Meta Description: Should be not more than 169
Characters
Should contain numbers
Conversational content
Special characters and money keyword.
Should not be duplicated
c. Meta keywords: insert the keywords you are targeting

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 • URL should be short and only 2 folders/clicks away from the
homepage.
• Keyword optimisation should be done according to the length
of the page.
• Outbound links should be given to high niche sites.
• All the webpages linked in webpage should not go to 404. If it
is going please again link the correct URL.
• URL should be present in the site’s Sitemap
• H1 tags – keep the money keyword as H1 as it is the main
heading
• H2- H6 tags – keep the subheadings as the supporting
keywords you are targeting.
• Image and alt title is checked
• Page speed in checked and optimize the images
• Robot.txt file of page is checked

After uploading the web page it is checked on browse SEO and

check everything as this tool shows you how the bot sees your
page. If there is a duplicate content to a main page, a 301 redirect
is given to the main money page you want to rank on. Page
should be mobile responsive and the page speed in mobile should
be above 80 preferably. Internal linking from high niche websites
to our page.

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Off Page Activities –

Backlink can be made by the following ways–

• Publishing articles on high niche websites and giving

hyperlinks within the content body
• Commenting on blog posts
• YouTube comments
• Social Bookmarking (link submissions and article writing)
• Classified Ads
• Directory submissions
• Clinicspots Blogs and Footer Blogs
• Discussion forum backlinks
• Quora answers
• Create own blogs on websites like – Medium, WordPress,
Quora, LinkedIn, blogger, and other web2.0 website

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Chapter 4

Sales

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 4.1 Task assigned

I was assigned a task of pitching the hair transplant doctors all over
India. I used to tell the
doctors about the features of our CPVL model and tell them the
benefits they will be getting from our side.

Two uniqueness that we provide to the clients:

1. If we are getting the lead from our hair transplant page of that
city then we just don’t dump the leads onto them, our inhouse
calling team is there who verifies the two main things i.e
whether the customer is from that city only and whether the
customer really wants to get the hair transplant done. If they say
yes to both the questions, then only we send that enquiry to the
doctor.
2. If we have more than a doctor in a city then the customer that
I’m sending to the one doctor, I will not share the details of that
customer to the other doctor. So, there is no sharing of data and
the leads will be unique.
I was also assigned a task of being a caller for some days because
of shortage in the resources. I have to perform as an inhouse
calling team and verifies the two questions that I have already
discussed in the upper paragraph. After the getting the verification
from the customer I have to assign the customer to the doctor in
their respective location.

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 4.2 Task Achieved

I was the first person in our team of sales to convert a client from
Bhopal in the first month. Then I converted many clinics in Nagpur,
Nashik, Vadodara, Faridabad, Delhi during the tenure of 2 months. I
have also been able to retain a doctor of Nagpur who has become a
genuine customer of our company.
I was able to verify the customers in a better way and was appreciated
by the sales manager for my work

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 Client Details

These are some of the names of the clients that I pitched and I was able
to convert them.
1. Skinify Clinic, Bhopal
2. Dr. Manoj Bachhav Clinic, Nashik
3. Dr. Bagadia hair restoration Clinic, Nagpur
4. Nishtha Hair Clinic, Vadodara
5. Cosmo world Clinic, Faridabad.
There are many other clinics that I had a warm connection with and
they would be taking the package in the near future.

1. Parli Cosmetics, Ahmedabad

2. Dr Kinnar Kapadia, Ahmedabad
3. Elite hair transplant Clinic, Ahmedabad
4. Dr. Rakesh Clinic, Surat
5. Sai Hair Clinic, Faridabad
6. Saundarya skin Clinic, Kanpur
7. Lumen Clinic, Ranchi
8. Regrow Clinic, Dehradun
9. Dr Nitesh Agrawal Clinic, Udaipur
10. Poison Clinic, Bhopal
11. Perfect Point, Kanpur
12. Vijay Shalby Hospital, Ahmedabad
13. Dermaway clinic, Gan
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 Chapter 5

Conversion Rate

48
 5.1 Task assigned
Conversion rate optimization (CRO) is as important as ranking.
Task was for me to increase the number of leads for IVF pages later
they have assigned me other cancer pages, skin pages, liver page
etc.

5.2 Task Achieved

Initially IVF pages used to give one lead in two days and now that has
increased to 3-4 leads per page per day which is also a unit economics
business for the company.
In cancer pages also, requirement was same so I managed to change
aesthetics and punch line of the page which resulted in more leads

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 5.3 Detailed
Screenshot

IV pages before and after

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51
 Chapter 6

Widget Building and executing

52
 6.1 Task Assigned

Task was to make and execute widget strategy on other doctors

website. Company is trying execute this strategy from last year. This
is very difficult task as this is not something which is done on home
website.

6.2 Task Achieved

Made 2 widget live on another

doctors’ website.

1. www.kalosa.com
2. www.gennextclinic.com’

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54
6.4 Process of target achieved

Choosing the clinic which benefits us the most

Making ready widget this includes developers

Constant calling with website owner

Making ready Doctor for allowing us to create widget on their website

Sales team boosting.

Testing of the software when the widget is ready

Counting of the leads and monetizing the authority provided by that

website

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 Chapter 8

Learning and
Challenges

56
8.1 Learning

On page, off page techniques for SEO

Importance of Paid adds and Facebook.

Basic Coding

Usage of technical terminology

Analysis of the data

Cold Calling to conversion process

Understanding of lead generation business

Documentation and reporting

Google AdWords

Prioritizing of work

Handling the needs of client

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 8.2 Challenges
faced

• In India people are still not willing to trust the internet

• Leads generated are not in same order which is why monetization
is necessary
• Sometimes while working taking task from the senior is difficult
• Being the bootstrap startup, designing of the website is not so
good
• There is no right way of executing and what might work for you
and what might not.
• There are more than 200 factors for ranking
• Constant updating is required
• Limitations of the developers
• Resource limitation
• Link building is tough and slow task

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 Chapter 9- Recommendations

Need of a good content writer: It is very essential to have a good

team of content writers who can match with the international
standard of writing.

Hire more experienced web developers: Quality of your website is

very important when you are SEO and PPC, so it is recommended to
hire web developers who are very efficient and experienced.

Limit the budget for SEO: Stop paying freelancers through fiver
and freelancer.com for local listing and for other SEO activities.
Link building through search queries has proved to achieve better
rankings without spending.

Expand social media presence: Right now, apart from Facebook, the
reach of ClinicSpots is not good in other platforms.

Introduce employee reward scheme: Even though company

celebrate individual and group success, lack of employee monetary
reward scheme can be a big problem.

Introduce a system to track employee progress: It is essential to

track the work of each and every employee to have an idea on how

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they are doing, if they are doing wrong then to correct them etc. A
mechanism to track the daily progress of each employee will be good.

Bibliography

Organisation information – http://www.digicores.com

Product information – http://www.clinicspots.com

http://www.neilpatel.com

http://www.backlinko.com/high-quality-backlinks

http://neilpatel.com/2015/05/19/no-link-building-strategy-is-complete-
without-these-12-tactics/

https://moz.com/

https://www.google.com/partners/#p_adwordscertification

http://www.clinicspots.com/Cancer-Hospitals-in-Delhi/

http://www.clinicspots.com/General/liver-transplant-in-india-
.php?id=17

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