Summer Internship Project Report

On
“Importance of Search Engine Optimization in Digital Marketing”

Submitted in partial fulfillment of the requirements for the

Two Year Full Time Post Graduate Diploma in Management
2018-2020
Under the Guidance of

Industry Mentor Faculty Mentor

Mr. Rahul Gupta Mr. Mayank Sharma
Digital Marketing Executive Assistant Professor

Submitted By
Medha Kumari
BM-018162

Institute of Management Studies,

Ghaziabad
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 CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of my
knowledge and belief, it reproduces no material previously published or written that has been
accepted for the award of any other degree of diploma, except where due acknowledgement has
been made in the text.

This project report was undertaken as a part of the PGDM Program of the INSTITUTE OF
MANAGEMENT STUDIES, GHAZIABAD.

MEDHA KUMARI
PGDM (2018-2020)
BM-018162
Date:

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 CERTIFICATE

This is to certify that Ms. Medha Kumari PGDM (2018-20 Batch) a student of I.M.S.
Ghaziabad, has undertaken the project on “Importance of Search Engine Optimization in
Digital Marketing”. To the best of my knowledge, the survey, data collection, & analysis work
for preparing the project has been carried out by the student in partial fulfillment of the
requirements for the award of PGDM, under my guidance and supervision.

I am satisfied with the work of Ms. Medha Kumari

Date:

Faculty Mentor’s Name: Mr. Mayank Sharma

Assistant Professor

(Signature)

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 ACKNOWLEDGEMENT

This report has been made possible through direct and indirect support of various people for whom
I wish to express my appreciation and gratitude. I take this opportunity to express my sincere
thanks to the management of ARP Softech (StoriDigital, UK) located in Noida, Uttar Pradesh for
providing me the opportunity to carry out the project in the organization.

I express my feelings to Mr. Rajneesh Kumar & Mr. Rahul Gupta who in spite of their pressing
duties and responsibilities have shown genuine interest in providing necessary guidance regarding
concept clarity of the project and rendered support at all stages of the study.

I am thankful to Dr. Alok Pandey (Director, IMS-Ghaziabad) and Dr. Tapan Kumar Nayak (Dean,
IMS-Ghaziabad) who have given me the permission and opportunity to undertake this study.

I would like to give my special thanks to my respected mentor Prof. Mayank Sharma (IMS) for
guiding me to make this project meaningful.

-------------------------------------

MEDHA KUMARI

BM-018162

PGDM (2018-20)

IMS GHAZIABAD

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 EXECUTIVE SYNOPSIS
As a PGDM student, it is important for us to undergo rigorous training of two months to understand
the corporate world and to experience the challenges of the corporate world first hand. This is a
necessity and of utmost importance as it helps us to know how the theories that we have studied
can be applied to practical situations.

So for the accomplishment of this purpose, I got the opportunity to do my summer internship at
“ARPSOFTECH” a digital marketing company. “ARPSOFTECH” is the Indian Digital Partner
and Sister Concern of “STORI.DIGITAL, UK”.

In this era of the digital world and web 3.0, digital marketing is gaining a huge popularity over
traditional marketing techniques. Digital marketing tools and techniques like search engine
optimization, search engine marketing, social media marketing, influencer marketing etc. are
helping organizations get a serious edge over competitors in accumulating a sizeable market share.

With most of the people browsing for products and services on various search engines and social
media platforms, the implementation of adequate digital marketing tools by organizations to
promote their companies on various social media platforms have become a must. This is where
digital marketers play a crucial and important role designing various marketing campaigns for
organizations using various SEO, SEM and SMM techniques and generating leads and online
traffic for the companies from various online platforms.

In the first part of the project report, the general information about the industry profile as well as
the company profile and an insight on various tools and techniques of Digital Marketing is given
along with the tools in which the company where I completed my summer Internship specializes
in.

The second part of the project report comprises of a survey research on the Importance of various
tools and techniques of search engine optimization and their importance in the field of digital
marketing.

The area of the survey was Delhi-NCR and simple random sampling was used to collect data from
52 respondents using the questionnaire method.

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The focus of the survey was to find about the perception of various customers towards various
products and services offered on various search engines like Google. It was found that the people
using the Internet often searched for various products or services on search engines. This showed
the emphasis that is required on good seo techniques like quality content writing to rank a website
on Google rankings.

It was concluded in the survey that the use of the internet and various search engines were on the
rise and that companies should use adequate search engine optimization tools and techniques to
promote themselves on various online platforms. It was also concluded that the digital marketing
industry is growing at a rate of 30% globally. Though the competition is high, the future is bright
for the digital marketing companies and digital marketers.

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 TABLE OF CONTENTS
Chapter Number Particulars Page Number
1 Introduction 8

1.1 Background of the Study 11

1.2 Objectives 12

2 Business Profile 13

2.1 Industry Profile 14

2.2 Company Profile 15

3 Literature Review 21

4 Research Methodology 24

5 Analysis & Interpretation 25

6 Findings 42

7 SWOT Analysis 43

7.1 SWOT Analysis of ARP Softech 43

8 Conclusion 44

9 Learning Outcomes 45

9.1 Learnings 45

9.2 Limitations 45

10 References 46

11 Appendix 47

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 LIST OF FIGURES:
Serial Number Specifications Page Number
1 Figure 1: Different social media 11
platforms

2 Figure 2: Types of Influencers 19

3 Figure 3: Various Social Media Platforms 20

4 Figure 4: SWOT Analysis of ARP Softech 44

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 LIST OF CHARTS
Chart No: Specifications Page Number
1 Chart 1: Age-wise response of survey 28

2 Chart 2: Gender-wise response of survey 29

3 Chart 3: Most informative medium for products 30

4 Chart 4: Frequency of Google Searches 31

5 Chart 5: Responses for Google searches and scrolls 32

6 Chart 6: Satisfaction with information on Google 33

7 Chart 7: Importance of Online Platforms 34

8 Chart 8: Necessity for Company’s Website 35

9 Chart 9: Frequency of online advertisements watched 36

by people

10 Chart 10: frequency of Google advertisements 37

11 Chart 11: frequency of visits on various question 38

answer pages like quora

12 Chart 12: Purchasing of products from various 39

Google advertisements

13 Chart 13: Importance of Information on Google 40

14 Chart 14: Importance of Google reviews and ratings 41

15 Chart 15: Recommendation of Google Products 42

16 Chart 16: Satisfaction of various social media 43

platform

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 CHAPTER 1: INTRODUCTION

Social media has spread like wildfire in the last decade. It is now integrated into our lives in
ways that we couldn’t imagine just a few years ago. It wouldn’t be a stretch to say that social
media has fundamentally changed the way people interact around the world, so it’s no surprise
that it has also changed the way we interact with brands and the way we approach buying
decisions.

There are now over 7.18 billion people in the world, and we’re more in touch than we ever
have been. Technology has brought us closer to each other, giving us the ability to share just
about anything with just about anyone, any time.

For marketing organizations, this web of connections presents a massive opportunity to make
an impact on an unprecedented number of people. Marketing via social is a priority for more
companies than ever before.

On average, social media accounts for 9.9% of digital marketing budgets in 2016, a figure that
is projected to grow to 22.5% in the next five years.

With each year bringing more networks, more metrics, more companies competing for a share,
and a greater ability to connect the dots between social media and business results, marketers
are able to create more meaningful programs that impact their company’s bottom line.

Defining Social Media:

"Social media" is a way for people to communicate and interact online. While it has been
around since the dawn of the World Wide Web, in the last 10 years or so we've seen a surge in
both the number and popularity of social media sites. It's called social media because users
engage with (and around) it in a social context, which can include conversations, commentary,
and other user generated annotations and engagement interactions.

Publishing content has become exponentially simpler over the last several years, which has
helped skyrocket the use of social media. Non-technical web users are now able to easily create
content on a rapidly growing number of platforms, including those that are owned (hosted
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communities, blogs, etc.), rented (social networks or third-party communities), and occupied
(commenting, contributing, etc.). Today's web has shifted from a "one-to-many" to a "many-
to-many" method of engagement, and we're loving it.

For businesses, the shift in web consumerism and accompanying rise in social media brings
both opportunity and responsibility. The sheer amount of data that customers make
available through social media alone has web marketers jumping for joy. The real magic,
however, lies in the opportunity to grow lasting and scalable relationships with your
organization's customer base through social media. This is also where your online
responsibility to your customers begins to take shape. Just as your customers' behavior has
shifted, so have their expectations for yours. Whether your business is listening and
engaging or not, customers are having conversations relevant to your operations. It's better
to be part of the conversation, right? We sure think so!

 Social Media Platforms

Figure 1: Different social media platforms

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TWITTER, FACEBOOK, GOOGLE+, YOUTUBE, BLOGS Social networking websites
allow individuals to interact with one another and build relationships. When products or
companies join those sites, people can interact with the product or company. That interaction
feels personal to users because of their previous experiences with social networking site
interactions. Social networking sites like Twitter, Facebook, Google Plus,

YouTube, Pinterest and blogs allow individual followers to “retweet” or “repost” comments
made by the product being promoted. By repeating the message, all of the user’s connections
are able to see the message, therefore reaching more people. Social networking sites act as
word of mouth. Because the information about the product is being put out there and is getting
repeated, more traffic is brought to the product/company. Through social networking sites,
products/companies can have conversations and interactions with individual followers. This
personal interaction can instill a feeling of loyalty into followers and potential customers. Also,
by choosing whom to follow on these sites, products can reach a very narrow target audience.

1.1. BACKGROUND OF THE STUDY

The background of the study is to know the importance of Search Engine Optimization in
today’s world of Digital Market. SEO is an important tool for Digital marketing and the study
is focused on surveying the impacts of different on-page and off-page SEO techniques in
today’s era of digitalization.

The study specifically focuses on the consumers who use Google searches in order to know
about various products and services offered by various organizations.

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1.2. OBJECTIVES

 To know the perception of customers towards Digital marketing

 To know the importance of SEO in Digital Marketing
 To know the amount of people influenced by online searches and advertisements
 To know the perception of customers towards different aspects of On-Page SEO
 To know the perception of customers towards different aspects of Off-Page SEO
 To find out what exactly do viewers want to view in their Google searches

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 CHAPTER 2: BUSINESS PROFILE
2.1. INDUSTRY PROFILE
2.1.1. INTRODUCTION
It is the world of the Internet. In this era of digital marketing, companies are moving more and
more towards promoting their products online. According to a survey, over 135 Billion dollars are
being spent by companies annually on online advertising. With going online becoming a trend in
today’s world, most of the functions like buying of products, watching of movies, investing in
shares are being done increasingly online. Today the digital marketing industry has become a
prominent tool and a potent force for various multi-national companies who want to promote their
products online. With over 80% of the world today accessing the social media and the internet,
they become a huge and lucrative market share for many companies around the world.

Digital marketing is emerging as one of the fastest growing industries in India today. With an
annual growth rate of over 30%, digital marketing companies in India are not only making their
presence felt in India but all over the globe. These companies run promotional campaigns for
various national and multi-national companies on the digital platform.

2.1.2 ADVANTAGES OF DIGITAL MARKETING

 Digital marketing has proven recession-proof in the times of global economic slowdown.
Digital marketing strategies gave a respite to marketing companies during recession when
traditional marketing tools proved helpless.
 Digital media marketing strategies are far more cost-effective than the traditional
marketing media tools.
 Online marketing strategies don’t require long-standing commitments. Instead, on-line
media promoting tools like PPC ads are often modified on a usual.
 Online media marketing output is easily traceable. Digital promoting media ways have a
high degree of quality. Thus, planning a target-oriented digital media promoting program
becomes easier.
 Digital media marketing has transformed the marketing industry. Online promoting
includes use of transportable and net technology provides an inexpensive medium to
ascertain direct contact with the shoppers.
 Digital media marketing tools are more accessible. Therefore, the speed of response is way
higher compared to the standard media.
 Focused digital media marketing campaigns most likely attract the prospects that later
convert into leads.
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  Cost-effective nature and target-oriented approach of online marketing strategies enable
the digital media marketer to hit the prospects regularly and repeatedly. This helps in feat
a long impact on the promoting purchasers

2.1.3 METHODS OF DIGITAL MARKETING

There are a number of methods which are included in Digital Marketing. They are as follows:

 Search Engine Optimization (SEO)

 Search Engine Marketing (SEM)
 Social Media Marketing (SMM)
 Content Marketing
 Influencer Marketing
 E-Mail Direct Marketing etc.

2.1.4 CONCLUSION
In today’s era of Digital world, Digital Marketing has provided a new dimension to the field of
marketing. Although in its nascent stage, this field of marketing has given high returns to
companies that have invested in marketing strategies of this field. With the increase in awareness
among people about the digital world, Digital marketing will grow at a very fast pace.

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2.2. COMPANY PROFILE

TYPE PRIVATE LIMITED

INDUSTRY DIGITAL MARKETING

FOUNDED 2016

HEADQUARTER COBHAM, UNITED KINGDOM

PARENT COMPANY STORI.DIGTAL LTD.

CLIENTS WORLDWIDE

WEBSITE www.stori.digital.com

2.2.1. VALUES OF THE COMPANY:

 Customer Orientation
 Commitment towards Clients
 Excellence
 Focus on Customer Relationships
 Give customers the best results at reasonable prices

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2.2.2. ABOUT THE COMPANY:
ARP SOFTECH is the sister concern and the Indian Digital Partner of STORI.DIGITAL, UK. The
company is based in Noida sector 4 and is a Digital Marketing Company. The company was
established in the year 2016 under the able guidance of Mr. Rajneesh Kumar and Mr. Ashish
Kumar. The company works in the B2B sector, designing and running online marketing campaigns
for its clients.

The company has successfully campaigned for many national as well as international clients on
various social media platforms and search engines. Some of the major international clients for the
company include multinational giants such as:

 LAWMENS, UK
 ROTHELER GROUP, DUBLIN
 ABN AMRO, USA
 AVIVA, UK

The mission of the company is to provide high quality services to its customers taking the least
amount of time and at minimal costs.

2.2.3. METHODS USED BY COMPANY:

There are four major methods which the company uses to design its online campaigns. They are
as follows:

 Search Engine Optimization

 Search Engine Marketing
 Influencer Marketing
 Social Media Marketing

2.2.3.1 SEARCH ENGINE OPTIMIZATION

Search Engine Optimization or SEO is the organic method of ranking a website or webpage on the
Google search engine. This method does not require any kind of payments to be made to Google
for the promotion of webpages and links. Rather it focuses on good and creative content for the
promotion of websites on the Google search engine.

The authenticity of the content and the creativeness leads the website or webpage to be ranked
higher in Google searches thus leading to the promotion of the company.
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Here content writers play a huge role as they are given with the task of writing content for the
promotion of the client’s website or webpage.

SEO can be further divided into two parts. They are as follows:

 On-Page SEO
 Off-Page SEO

On-Page SEO is related to the content and the designing parameters of the webpage itself. In On-
Page SEO, the company deals with producing authentic and creative content and webpage for its
clients. As it is the world of Web 3.0, the company’s webpage designers and graphic designers
produce dynamic as well as interactive websites for its clients.

Off-Page SEO is related to the promotion of the website on various social media platforms as well
as other platforms like quora and blogger by creating and posting articles, blogs and queries and
by also providing backlinks to the company’s website. This helps to generate leads on the
company’s website and help the website to rank better on search engines.

2.2.3.2 SEARCH ENGINE MARKETING

Search Engine Marketing or SEM is another method which is used by the company to do marketing
of its client’s website on various digital platforms. Unlike SEO, which is organic in nature, SEM
is inorganic in nature i.e. here the company pays a certain sum of money to search engines like
Google to promote its clients website.

There are a number of tools for Search Engine Marketing. They are as follows:

 Google Adwords.
 Google Analytics.
 Mail Chimp.
 Asana.
 BuzzSumo.
 Meet Edgar.
 Buffer.
 Hoot suite.

2.2.3.3 INFLUENCER MARKETING

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Influencer marketing can be defined as a form of marketing in which focus is placed on specific
key individuals rather than the target market as a whole. Traditionally, when people think of
influencer marketing, they think of a celebrity appearance in a TV commercial or a famous person
posed on a billboard along a highway. Companies hope that by showcasing people of interest to
their target markets, consumers will be more inclined to try the product or service that the company
offers.

As media and technology have become more advanced, companies can choose from a range of
options in outlets to market their products. These options have also led to the evolution of social
media influencer marketing. Now you can find people representing companies through branded
content on personal social media accounts, such as Instagram, Snapchat, Twitter, and YouTube.
More than ever, consumers are looking to fellow consumers to inform their purchasing decisions.

The rise of social media has opened up a new channel for brands to connect with consumers more
directly and more organically. If a brand is not using social media influencer marketing as a
strategy to better attract its target audience, now may be the time for the company to start
evaluating their advertising strategy. Social media brand influencers are on the rise, becoming one
of the biggest marketing and public relations trends of 2017, especially those who promote lifestyle
brands. Lifestyle influencers focus on working with companies whose products non-celebrity
individuals use in their everyday lives. By working alongside social media influencers, public
relations agencies can capture the attention of brand consumers and promote relevant and relatable
content to clients. While influencer marketing based on traditional media has been used in public
relations for many years, the rise of social media has created the boom of social media influencer
marketing. Social media influencer marketing has successfully changed the way that brands
interact with consumers, especially in regard to lifestyle branding.

Figure 2: Types of Influencers

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TYPES OF INFLUENCERS:
 Mega-influencers: Actors, artists, athletes and social media stars who have 500k+
followers and drive 2% to 5% engagement per post. They have the highest reach on the
influencer spectrum, with their influence driven by their celebrity (they tend to be brands
in their own right). They have the lowest overall resonance when it comes to driving actions
on behalf of a brand.
 Macro-influencers: Professional bloggers, and Youtubers who have large base of 100,000
to 500,000 followers and drive 5% to 20% engagement per post. They have the highest
topical relevance on the spectrum, with category-specific influence – such as lifestyle,
fashion or business.
 Micro-influencers: Everyday consumers who have 1,000 to 100,000 followers and drive
25% — 50% engagement per post. They have the highest brand relevance and resonance
on the spectrum of influencers, with influence driven by their personal experience with a
brand and their strength of relationship with their networks.

2.2.3.4 SOCIAL MEDIA MARKETING

Under Social Media Marketing, the company uses various social media platforms to run
promotional campaigns about its client’s website or webpage.

Some of the most used Social Media Platforms for running SMM campaigns are as follows:

Blogs Instagram Twitter

Facebook Pininterest Video

Figure 3: Various Social Media Platforms

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 CHAPTER 3. LITERATURE REVIEW
1. KHRAIM (2016)In the research paper “The Impact of Search Engine Optimization on
Online Advertisement” investigated the impact of SEO on online advertisement this
research paper aims to explore the importance and benefits of search engine optimization
in internet and digital marketing as well as to examine the impact of search engine
optimization on online advertisement in this research paper the benefits of search engine
optimization was also studied.After completing the research, the writer concluded that
search engine optimization contributes in increasing the opportunity to observe online
advertisements by customers when they search engines like Google, MSN, and
ALTAVISTA etc. For the information about product and service.The author also
concluded that there are the number of countless factors that affect search engine
optimization therefore it is essential for companies to choose the appropriate tools to be
used.

2. NORRGARD (2018) In the research paper “SEARCH ENGINE OPTIMIZATION (SEO)

AS A DIGITAL MARKETING TECHNIQUE” has done a research study on search engine
optimization as a tool of digital marketing. In this research paper, the author states that
search engine optimization is a digital marketing technique that contributes to improving
the web accessibility through qualitative and quantitative analysis, the author focuses on
understanding what search engine optimization is and how it can be implemented
appropriately for the marketing of webpages. The author concluded that the future of SEO
is uncertain and there is only one thing to be sure about SEO i.e. it changes continuously.
He stated that SEO will be ever evolving and will continue to be a high priority for different
companies to promote their webpages.

3. ANKALKOTI (2017) In the research paper “Survey on Search Engine Optimization Tools
& Techniques” has done is complete survey of different tools and technique used for search
engines optimization. In this research paper the author states that search engines are used

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 to find any information across the internet. The main objective of this research paper to
survey on different SEO tools and techniques. The author concluded that search engine
optimization is the arc of improving a websites visibility in the main body of search engine
results. The author also concludes that a company should use a variety of combination of
various SEO tools and techniques to rank higher on search engines.

4. DAVID, CASSAR (2013) In the research paper “Search Engine Optimization” has done a
research survey on the constant changes that have been taking place in search engine
optimization on SEO. In this research paper, the author discusses why mobile SEO is
becoming increasingly significant. The author also investigates the key aim of SEO. In this
research papers the author comes to the conclusion that the key aim of SEO is to increase
traffic and generate leads in a company’s digital ecosystem furthermore the paper also
concludes that using SEO tools and techniques correctly can lead to high ranking of the
company’s webpages.

5. NISHA, SINGH (2014) In the research paper “A Review Paper on SEO based Ranking of
Web Documents” has tried to do a review on the SEO based ranking of web documents.
The aim of this research paper is to cover techniques for optimizing the search engines
which are helpful for internet users to make available valuable data. In this research paper,
the authors present the review on SEO techniques. The author implements WEB ranking
algorithms such as Hits Algorithms and Semantic similarity algorithm are implemented in
order to compare these techniques and analyze their results. The authors concluded that
there is need to improvise existing techniques so that better results can be achieved.

6. JAIN (2013) In the research paper, “The Role and Importance of Search Engine and Search
Engine Optimization” states that search engines are basically designed for searching the
relevant content. Search Engine Optimization is a collection of techniques and practices by
which any website can increase ranking in a search engine. The author states that search
engine optimization is divided into two parts, first is on-page and second is off-page. In
this research paper, the author researches on the role and importance of search engine and

22
 search engine optimization. The author concludes that SEO is a really useful tool in the
present era of web. He also concludes that in the three flavours of SEO, White Hat SEO
technique is the best and long term as well.

7. NEUPONE (2013) In the research paper “SEARCH ENGINE OPTIMIZATION AND ITS
IMPLICATIONS IN INTERNET MARKETING” researches on SEO and its implications
in Internet Marketing. In this research paper, the author states that the emergence of Internet
has revolutionized the world of communicating and computing. He further states that the
use of internet has been booming ever since people have started using more and more web
based technologies. The author concludes that in this era of the digital world, search engine
optimization has a very high implication on digital marketing and that more and more SEO
tools and techniques will be used by companies to rank their web pages on popular search
engines.

8. KUMAR, KUMAR (2014) In the research paper “SEO Techniques for a Website and its
Effectiveness in Context of Google Search Engine” has researched on the various search
engine optimization techniques for a website and its effectiveness in context of Google
search engine. The author states that due to the exponential growth of the internet, search
engines have the complex task of sorting through billions of pages and displaying only
relevant pages for the submitted search data. So the search engine optimization helps in
search engines like Google to sort pages and rank them. The author in this research paper
concluded that search engine optimization is a very important internet marketing strategy
that is the primary need of every company now a days. He concluded that a webpage with
SEO attains a better rank on search engines like Google.

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 CHAPTER 4: RESEARCH METHODOLOGY

Two Research Methodology were used in this research. They are:

5.1 Worked as an Intern at “ARP SOFTECH”

I worked under the guidance of Mr. Rajneesh Kumar and my Industry Mentor Mr. Rahul Gupta
(Digital Marketing Executive)

The work which was assigned to me was:

 Doing survey of people using search engines for products and services
 Generating leads on client’s websites through on-page and off-page SEO techniques
 Promoting client’s websites on various social media platforms using various SMM
techniques
 Content Writing
 Writing Blogs, Quora posts for promotion of company as well as customers

The survey technique is intended to secure one or more items of information from a sample of
respondents who are representatives of a larger group. The information is recorded on a form
known as questionnaire as data are gathered by asking questions from people who are believed to
have desired information.

5.2 Research Methodology:

5.2.1 Research Type: Descriptive Research
5.2.2 Sample Design:
• Sample Size: 52 Respondents were chosen at a Random Basis
• Sampling Technique: Simple Random Sampling
• Sampling Area: Delhi NCR Region

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5.2.3 Data Collection:
• Source of Data: Primary Data
• Tools: Questionnaire
5.2.4 Data Analysis:
• Inferences: Interpretation of every survey question has been done

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CHAPTER 5: ANALYSIS AND INTERPRETATIONS

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AGE-WISE RESPONSE:

Chart 1: Age-wise response of survey

Interpretation:
Study was focused on individuals who came between the age groups of 16-25 & 26-35. Individuals
who were between the age group of 16-25 comprised of 78.8% of the study whereas individuals
who were between the age group of 26-35 comprised of 11.5% of the study.

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GENDER-WISE RESPONSE:

Chart 2: Gender-wise response of survey

Interpretation:
Out of all the respondents, 55.8% of the respondents were male whereas 44.2% of the respondents
were female.

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Q1.

Chart 3: Most informative medium for products

Interpretation:
From the above response it can be seen that 61.5% or 32 of all the respondents said that they get
information about a product from various sources of the internet.

From here it can be concluded that the digital platform or the internet is becoming the major
platform for people to know about various products and services.

This can be seen as an opportunity for various digital marketing companies as using adequate SEO
tools and techniques to cater to a large market segment in order to promote their products and
services.

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Q2.

Chart 4: Frequency of Google Searches

Interpretation:
In this chart it can be clearly seen that 30.8% of the respondents have opted for very often whereas
36.5% of the respondents have opted for the option that they often search for products and services
on search engines like Google.

It can be seen that around 67.3% of the respondents often search for various products and services
on various search engines and it can be seen that using the right SEO techniques can help a
company to rank high on Google and get a higher amount of lead generation on their websites.

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Q3.

Chart 5: Responses for Google searches and scrolls

Interpretation:
In the above chart it can be seen that 30.8% of the respondents have opted for very often whereas
34.6% of the respondents have opted for often. This shows that people searching on Google often
scroll down on pages or even change pages while searching for a particular product or service

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Q4.

Chart 6: Satisfaction with information on Google

Interpretation:
In the above chart it can be seen that 19.2% of the respondents are very satisfied with the
information they get on Google whereas 50% of the people are satisfied with the information they
get about various products and services on Google.

This again shows the importance of Content Writing which is an important tool while using SEO
techniques in the field of Digital Marketing.

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Q5.

Chart 7: Importance of Online Platforms

Interpretation:
In the above pie-chart it can be seen that around 73.1% of the respondents feel that online platforms
are important for shopping, banking, trading etc.

This gives a very good opportunity for companies to use various SEO techniques both on-page
and off-page to promote their products and services on various digital platforms.

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Q6.

Chart 8: Necessity for Company’s Website

Interpretation:
78.9% of the respondents in the above pie-chart feel that it is important for companies to have a
website of the product that you have searched on Google.

This shows us the importance of On-Page SEO techniques and the importance of having a good
webpage with quality content for our products.

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Q7.

Chart 9: Frequency of online advertisements watched by people

Interpretation:
The trend in the above graph shows that 61.6% of the respondents get to know about various
products from online advertisements which shows us the importance of various off-page SEO
techniques that can be used to promote products online.

35
Q8.

Chart 10: frequency of Google advertisements

Interpretation:
The trend in the above graph shows that 57.7% of the respondents get to know about various
products from Google advertisements which shows us the importance of various off-page SEO
techniques that can be used to promote products online.

36
Q9.

Chart 11: frequency of visits on various question answer pages like quora

Interpretation:
The trend in the above graph shows that 51.9% of the respondents have said that they often visit
various websites like Quora to search for various answers to their questions or queries.

This shows that websites like quora and bloggers play a very crucial role in Off-Page SEO. A good
website should always be backed with good content, articles and blogs on these websites in order
to get a better lead generation along with higher traffic.

37
Q10.

Chart 12: Purchasing of products from various Google advertisements

Interpretation:
In the above pie-chart it can be seen that 9.6% of the people Very often and 26.9% of the people
often buy from the various Google advertisements that they see.

This states that having a good off-Page SEO technique can lead to people buying your products
after seeing your advertisement online.

38
Q11.

Chart 13: Importance of Information on Google

Interpretation:
Here, around 65.4% of the respondents feel that the information provided to them about a particular
product on Google search engine is either important or very important thus emphasizing on the
importance of quality content in the process of On-Page SEO.

39
Q12.

Chart 14: Importance of Google reviews and ratings

Interpretation:
In the above pie-chart it can be seen that around 75% of the respondents feel that Google reviews
and ratings are very important while searching for a particular product online.

40
Q13.

Chart 15: Recommendation of Google Products

Interpretation:
From the data, it can be concluded that 30.8% of the respondents Very Often and 53.8% of the
respondents Often recommend a product or a service that they see online to a friend.

This proves the fact that having a good SEO Technique will help your product to gain word of
mouth publicity as well.

41
Q14.

Chart 16: Satisfaction of various social media platform

Interpretation:
The above trend shows a high satisfaction level among people who buy various products and
services from different social media platforms and search engines

42
 CHAPTER 6: FINDINGS
In the Survey that was done through the medium of a questionnaire, a number of findings were to
be made.

They are as follows:

 Age-Wise a large number of internet users are young adults, so companies should keep this
in mind while doing demographic segmentation while planning for their marketing
campaigns online.
 A large number of respondents said that they get various information about different
products and services from various online platforms thus stating the fact that the increase
in digitalization has led organizations to promote their brands online.
 A number of Users who search the Internet for various products and services said that it
was the information or content that mattered the most to them, thus emphasizing on the
importance of SEO in the field of Digital Marketing.
 A large number of internet users also emphasized on the importance of Google reviews
and ratings for buying a certain product or taking a certain service. This puts forward the
importance of off-page SEO in getting more reviews and ratings for a particular website or
webpage.
 It was also found that a number of SEO tools like content writing, off-page SEO, organic
promotional campaigns on various social media platforms have an important role to play
in the field of Digital Marketing.

43
 CHAPTER 7: SWOT ANALYSIS
7.1 SWOT ANALYSIS OF ARP SOFTECH
Strength:
1.Experienced team of Digital
Marketers
2.High quality of Content
3.Commitment towards clients
4.Marketing Campaigns at
affordable prices
Opportunity:
1. High market potential
2. Scope to enter Tier 2 and 3
cities
3. Future of Digital Market is
very high
4. Growing number of Digital
Platforms
Figure 4: SWOT Analysis of ARP Softech
Weakness:
1. Small team of people resulting
in high workload
2. Long working Hours
3. Lack of Recreational facilities
for employees
4. Low salaries to employees
Threat:
1. A large number of competitors
2. Other larger companies have
higher budget so higher
investment in self promotion
3. Competitors are always
lowering prices to lure more
cleints
44
 CHAPTER 8: CONCLUSIONS
CONCLUSIONS:
 As we know that Digital Marketing is an emerging field in today’s digital era, it brings
with it a lot of scope and opportunities for digital marketing companies and digital
marketers.
 Customers have a positive attitude towards Digital Marketing techniques
 We come to know that a large number of people are highly influenced by online
searches and advertisements.
 We also come to know that implementing the right Search Engine Optimization tools
and techniques are a must for organizations who want to promote themselves on various
online platforms.
 We can conclude by saying that having the right SEO techniques can help a company
to get a large share of the online market and gain a first mover advantage over its
competitors.

45
 CHAPTER 9: LEARNING OUTCOMES
9.1 LEARNINGS:

 Got to know the corporate environment and how the corporates work
 Removed the introvertedness and can now talk to anybody without any hesitation
 Got to know how to write quality content
 Got to know how to make quality presentations and run campaigns for clients
 Got to know how to work with a team
 Got to know the importance of getting the work done in time
 Got to know that targets are meant to be achieved in the corporate world

9.2 LIMITATIONS:

 Time period of the project was very less only 8 weeks and because of that sample size
taken was small, so it was not enough to generalize on behalf of the whole market.
 Some respondent might not give the correct information because they do not fill the
survey whole heartedly
 Small Sample size of 52 may not represent the true picture of entire population
 Area of Survey was limited to Delhi-NCR only and may not represent the exact
population

46
 CHAPTER 10: REFERENCES
 Khraim (2016). The Impact of Search Engine Optimization on Online Advertisement
[online] Available at:
https://www.researchgate.net/publication/283299910_The_Impact_of_Search_Engine_O
ptimization_on_Online_Advertisement_The_Case_of_Companies_using_E-
Marketing_in_Jordan

 Norrgard (2018). SEARCH ENGINE OPTIMIZATION (SEO) AS A DIGITAL

MARKETING TECHNIQUE [online] Available at:
https://www.theseus.fi/bitstream/handle/10024/142502/SEO_in_higher_education_for_in
ternationalization.pdf?sequence=1&isAllowed=y

 Ankalkoti (2017). Survey on Search Engine Optimization Tools & Techniques [online]
Available at:
https://www.researchgate.net/publication/318659361_Survey_on_Search_Engine_Optimi
zation_Tools_Techniques

 David, Cassar (2013). Search Engine Optimization [online] Available at:

https://www.internetrix.com.au/assets/Research-Papers/SEO-FINAL-White-Paper-
web.pdf

 Nisha, Singh (2014). A Review Paper on SEO based Ranking of Web Documents
[online] Available at:
https://pdfs.semanticscholar.org/9f40/9c178717175781df8171ec54ec0abf8666d8.pdf

 Jain (2013). The Role and Importance of Search Engine and Search Engine Optimization
[online] Available at: https://www.ijettcs.org/Volume2Issue3/IJETTCS-2013-05-28-
057.pdf

 Neupane (2013). SEARCH ENGINE OPTIMIZATION AND ITS IMPLICATIONS IN

INTERNET MARKETING [online] Available at:
https://www.theseus.fi/bitstream/handle/10024/69062/thesis%20final.pdf?sequence=1&is
Allowed=y

 Kumar, Kumar (2014). SEO Techniques for a Website and its Effectiveness in Context
of Google Search Engine [online] Available at:
https://www.ijcseonline.org/pub_paper/IJCSE-00212.pdf
47
 CHAPTER 11: APPENDICES
Appendix-I (Survey Questionnaire)

NAME *

Your answer
Gender *
Male
Female
Age *
16-25
26-35
36-45
46-55
55 and above

Q. Where do you think you get more information about a product from? *
Internet
Television
Banners
Newspapers
Sales-Person

Q. How often do you search for products or services on various search

engines like Google? *
Very Often
Often
Sometimes
Rarely
Never

Q. How often do you scroll for different options and change pages while
searching for a product or service on various search engines like Google? *
Very Often
Often
Sometimes
Rarely
48
Never

Q. How satisfied are you with the information that you get on Google about
your search? *
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied

Q. How important are online platforms for shopping, banking, trading etc for
you? *
Very Important
Important
Neutral
Unimportant
Very Unimportant

Q. How important is it for a company to have a website about the product

that you have searched on google? *
Very Important
Important
Neutral
UnImportant
Very UnImportant

Q. How often do you get to know about products from online advertisements
like videos on Youtube, etc? *
Very Often
Often
Sometimes
Rarely
Never

Q.How often do you get to know about various products and services from
google advertisements? *
Very Often
Often

49
Sometimes
Rarely
Never
Q. How often do you read blogs, answers related to your questions on
websites such as Quora etc? *
Very Often
Often
Sometimes
Rarely
Never

Q. How often do you buy products or services from the various Google
advertisements that you see? *
Very Often
Often
Sometimes
Rarely
Never

Q. How important is the information provided to you about a particular

product on Google? *
Very Important
Important
Neutral
UnImportant
Very UnImportant

Q. How important are the Google reviews and ratings for you while searching
for a particular product or service online? *
Very Important
Important
Neutral
UnImportant
Very UnImportant

Q. How often do you recommend a product or a service to a friend that you

have seen on Google? *
Very Often
Often
50
Sometimes
Rarely
Never
Q. How satisfied are you with the various products and services that are
offered to you on various social media platforms and search engines? *
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied

Q. Any suggestions that you would like to provide on improving the quality
of your Google searches? *
Your answer

SUBMIT

51