Project Report: ON "An Analysis On How To Advertise On Google Through Search Engine Optimization'

PROJECT REPORT
ON
"An analysis on how to advertise on google through search engine

optimization'
Submitted to complete the requirements of Bachelor of Business Administration

programme of Meerabai institute of technology affiliated to Guru Gobind Singh
Indraprastha University, Delhi
2019 - 2022
SUBMITTED TO SUBMITTED BY
Co-guide - Mrs Sunita Chugh Varsha Dhiman
Guide - Mr Deepak Batra 01521901719
Meerabai institute of technology 1 01521901719

ACKNOWLEDGEMENT
An independent project is a contradiction in terms. Every project involves the

contribution of many people. This project also bears the impints of many.
Therefore, I take this opportunity to express my heartiest gratitude to Meerabai
Institute of Technology for permitting me to undertake this research and
supporting me throughout. I would like to thank Mr. Deepak Batra who not only
played the role of my philosopher and guide but also mentored me at every stage
of my project work. He gave me the strength and the composure to complete this
report within the scheduled time.
I would like to extend my hearty thanks to entire faculty members of BBA

department for their constant cooperation and support to take decision during
the course of my research. I would also like to thank my parents for their support
and blessing without which this project could not have been completed.
The immense learning from this project would be indelible forever.
– Varsha Dhiman

DECLARATION
I Varsha Dhiman, hereby declare that the work, which is presented in the project
entitled "An Analysis on how to advertise on google through SEO" is an authentic
record of my own work carried out by me under the supervision and guidance of
Mrs. Sunita Chugh, guide and Mr. Deepak Batra, project co-guide.
This project was undertaken as a part of the curriculum of “Guru Gobind Singh
Indraprastha University, Delhi” for the partial fulfillment of BBA from “Meera Bai
Institute of Technology, Maharani Bagh, New Delhi”.
– Mrs. Sunita Chugh , Guide
– Mr. Deepak Batra , Co-guide

CERTIFICATE
This is to certify that project entitled “Analysis on how to advertise on google

through SEO” submitted by Varsha Dhiman has been done under my guidance in
partial fulfilment of requirement for the award of Bachelor of Business
Administration under Guru Gobind Singh Indraprastha University, Delhi for the
year 2019-2022.
The work and analysis mentioned in this project have undertaken by the
candidate herself and The assistance rendered during the study has also been
duly acknowledged and recognised.
No part of this has ever been submitted for any other degree.
– Varsha Dhiman

OFFER LETTER

CERTIFICATE OF INTERNSHIP

LETTER OF RECOMMENDATION

TABLE OF CONTENTS
1. CHAPTER-1..............................................................................................12
1.1 Introduction..............................................................................................................13
1.1.1. Search Engine Research Page...................................................................15
1.1.2. SEO Introduction..........................................................................................17
1.1.3 Keyword Selection.......................................................................................19
1.1.4 Black Hat SEO Vs White Hat SEO.............................................................21
1.1.5 The Benefits of SEO for Business..............................................................23
1.1.6 Impact of SEO on Consumer Behaviour.................................................24
1.2 Objective of the study............................................................................................26
1.3 Review of Literature..............................................................................................27
1.4 Research Methodology..........................................................................................32
1.4.1 Research Design............................................................................................33
1.4.2 Methods of Data Collection........................................................................34
1.4.3 Method of Research Used...........................................................................36
1.5 Limitations of the study........................................................................................37
2. CHAPTER-2.........................................................................................................................38
2.1 Company's Profile.....................................................................................................39
2.1.1 Introduction....................................................................................................39
2.1.2 Features............................................................................................................40
2.1.3 Goals..................................................................................................................40

2.1.4 Products and Services...................................................................................41
2.1.5 Certification........................................................................................................43
2.1.6 Mode of Payment..............................................................................................44
2.1.7 Shipping and Returns......................................................................................44
2.1.8 Gift Packaging....................................................................................................45
3. CHAPTER-3.........................................................................................................................46
3.1 Analysis and Interpretation.................................................................................47
3.1.1 To increase the brand awareness and recognition..............................50
3.1.2 How websites operate in terms of generating traffic..........................51
3.1.3 To increase e-commerce sales....................................................................53
3.1.4 Different types of SEO performed.............................................................56
4. CHAPTER-4.........................................................................................................................66
4.1 Conclusion and Recommendation.......................................................................66
4.1.1 Conclusion ......................................................................................................67
4.1.2 Findings............................................................................................................69
4.1.3 Recommendation...........................................................................................70
5. REFERENCES.....................................................................................................................71

LIST OF FIGURES
1. Fig2.4.1............................................................................................................41
2. Fig 2.4.2.............................................................................................................................41
3. Fig 2.4.3.............................................................................................................................42
4. Fig 2.4.4.............................................................................................................................42
5. Fig 2.4.5.............................................................................................................................42
6. Fig 2.4.6.............................................................................................................................43
7. Fig 3.1.................................................................................................................................63
8. Fig 3.2.................................................................................................................................64
9. Fig 3.3.................................................................................................................................65

ABBREVIATIONS USED
GMB - Google My Business
IT - Information technology
PPC - Price Per Click
RDF - Resource Description Framework
SEO - Search Engine Optimization
SERP - Search Engine Result Page

CHAPTER - 1
INTRODUCTION

Abstract
Human life easy with web search engines. But with day to day growth in web,
proper information on the user search query is becoming difficult. User search
some information on the web, search engines results in a large amount of web
pages from his database in response of search related queries. For any user not
possible to access all web pages. So need of a search engines (SE) that provide
relevant information to a user search query. The technique called search engine
optimization (SEO), to do so. SEO is a method that uses search principles for
search engines to provide the higher ranking to the more suitable webpage. It can
be done by applying various pages ranking algorithms.
Keywords: Seo Techniques, On-page, Keyword Analysis, Meta Tags, Off-page,
Ever since its introduction, the internet has become an important platform for
businesses to interact with their customers. With the number of web users
continuously rising on a daily basis and surpassing half of the earth’s population
in 2017, the need for companies to provide an online presence has become
undeniable. As a result of inherent growth, the internet has been cluttered with
information that inhibits effective navigation and the location of key knowledge.
Therefore, search engines have become increasingly important to access relevant
information with many people utilizing them as a starting point for their web
navigation. An indicator of their success can be seen by the search engine of
Google accomplishing the feat of one billion unique monthly visitors as the first
website in the world in 2011. While searches encompass a broad spectrum, most
commonly researched topics are in relation to products and services underlining
the importance to businesses.
Through the introduction of the Knowledge Graph in 2012, Google has established
further optimization for its search engine and provided an important
technological advancement for the future of information search. Defined as a
database shaped by user searches and keyword applications, this machine
learning technology provides information and recommendations beyond regular
search terms to provide users an all-encompassing overview and incite further
learning. While primarily developed for search enhancements, businesses have

adopted the tool and Knowledge Graphs have evolved to an unknown common
practice utilized in many areas such as Social Media, provision of business
intelligence and voice assistants.
In light of constant changes to search algorithms by search engines and modern

techniques to reach audiences, businesses and marketers need to stay up to date
to stand out from the masses. As such, search engine optimization (SEO), has
become an often-utilized marketing strategy and valuable asset to distinguish
products from competitors by increasing search engine rankings through the use
of specified keywords by website integration. This study focuses on Search
Engine Optimization and the extended connection to Knowledge Graphs. The goal
is to establish a profound overview of commonly utilized techniques in
conjunction with a mostly undervalued topic in current business literature. By
generating insights into current usage of SEO by marketing professionals and
their respective companies, SEO developers can establish links to Knowledge
Graphs and the possibility to increase business visibility and reach.
Research Aim
The aim of this study is to analyze the utilization of SEO and Knowledge Graphs.
Firstly, business practices of SEO are studied. Secondly, research engages
common SEO practices and establishes current and potential usage on Knowledge
Graphs to increase businesses visibility and reach.

Search engine optimization ( SEO )
This section describes the core concepts of SEO: search engine, search engine
optimization, the key methods and White & Black Hat SEO.
1.1.1 Search engine and Search engine result page (SERP)
A web search engine is software, such as Google and Bing, which collects data
from websites that are stored in databases and from there provide the most
relevant result for the searched topic. The search engine shows search engine
result pages (SERPs) consisting of a list of indexed websites for specific keywords.
The highlighted sections on the Google search result page are discussed further:
➢ The search box is the input section of a search engine where users can place
their word, phrase, or sentence. The search can also be made by using a speech
by recording and pressing the microphone image in the right corner of the search
box.
➢ Results information shows the information on the total number of results

relevant to the specific search word or phrase.
➢ Paid advertising is also known as Price-per-click (PPC) shows the results which
are bought by companies from the search engine. This is an advertisement
section where the results are shown based on the variables such as relevancy, bid
amount and click-through rate.
➢ Organic results are appearing in this section exclusively based on their quality
and relevancy.
➢ Google My Business is a tool offered by Google, which helps companies by

giving it a public identity and presence with a listing. The provided information
appears in Google Search and Google Maps.
➢ Knowledge Graph, as already discussed, is an automated summary of

information about the business entity.
Search engines are important, because they offer effective access to a wide range
of topics and information and provide the most relevant search results for the

user. For companies, utilizing search engines in the correct way is vital, since
new customers often enter a company's website through search engines when
searching for information about the product or service.

1.1.2 Introduction
Search engine optimization (SEO) is a process which improves the quantity and
quality of website traffic to a website via search engines and its goal is to achieve
visibility to a website by utilizing the organic search engine results. These results
appear in the non-sponsored section of the SERP and unlike with paid
advertisement, when a user clicks the result and goes to the website, there are no
marketing costs for the specific company.
The importance of having a good place in a SERP on specific terms is undisputed

since users tend to view results only within the first three pages or only the first
page of search results. This possibly means that if the website is not on the first
SERP or in the top 30, it has almost no chance of being clicked by a user.
SEO can be seen as a process of creating a website that ranks effectively for
chosen keywords within the organic search results and simultaneously through
those keywords improving the quality and volume of traffic to the website.
There are multiple ways how to use SEO, and the main ways are related to on and
off-page aspects. With on-page SEO, everything that happens inside the website
and what is controlled by the owner of the website such as the meta description,
heading, content, and images are being measured.
According to Researchers, in order to rank higher and gain meaningful traffic

from the search engines, the website should be user-friendly, provide unique
content and have a well-described meta description. In addition, the longer
content the website has the longer time the user spends to read it which itself
extends the time spent on site. This phenomenon has a tendency to lift the
website higher in search results.
The off-page SEO techniques are mostly related to external aspects that have a
relevant influence on Google ranking. The most efficient factor is the usage of
links, which direct the user to the company’s page. Search engines consider
external links as trustworthy and high-quality which automatically improves the
site ranking.

The equalization of external links is called link building, meaning creating
multiple roads to the site. The other effective off-page factors are blogging and
utilization of social media whose functionality is also based on keyword selection
and link building.

1.1.3 Keyword selection
Keyword selection is one of the most important factors which influence SEO.
Understanding users’ search patterns and trends is crucial when identifying the
demand for specific content and facilitating its improvement. Keywords are the
words which users type into the search box in search engines and these words
are being categorized by Google when crawling and indexing web pages.
Keywords are the main factor that matches the search engine and website
together, meaning that search engine’s algorithms lift pages with correct
keywords on the search result list.
The best keywords for a company depend on the industry itself and which are the
search terms customers use when using search engines. For example, a sports
equipment company should select keywords to cover all the different sport
genres and aim to place as high in SERP as possible. Keywords such as “sport
equipment online” and “sport equipment shop” are too general, so a good way to
improve the listing would be using specific keywords to match the customer's
needs. In conclusion, keywords are the words consumers use when searching
specific things from the internet.
In keyword selection, companies need to identify those words and add those into
their content so the search engines can categorize them based on the coverage
and suitability. Naturally, the more relevant words a company uses, the better
chance it has of rising to the top of the result page and enticing customers to click
on the link to the desired website.
The two most common types of keywords are short and long-tailed keywords,
which both have a specific function and purpose. The short tail keywords are as
the name implies one-word search terms and very popular to use, because of the
multiple daily searches. Because of the high level of searches, the competition
with short tail keywords is tough between the players wanting to rank as high as
possible with the keyword on SERP.
The importance of placing high on search results is apparent since users are
more likely to click the results on the first page. Also, with popular keywords it is

more likely not to convert into sales because users searching with short keywords
are usually mainly looking for information on the topic, product, or service,
rather than making effective decisions.
The long-tail keywords consist of 2 or more descriptive words and are more
customer-focused, with lower competition than short-tail words. Since these are
more specifically searched, they tend to attract more quality customers and
convert more sales.
Long-tail keywords are less used than short-tail keywords, and there are fewer
monthly searches which makes it easier to rank high on SERP since the
competition is lighter. Morevoer, it is more likely for the user who is aiming to
buy a specific product or service to type a long tail keyword, and that can be a
signal of purchase decision.

1.1.4 Black Hat SEO vs. White Hat SEO
There are two types of SEO techniques how the non-sponsored search engine
visibility of the website can be accomplished, designing the site to be more
consumer-friendly or focusing on strategies that influence only the search
engine's quality ranking process. These are called White Hat SEO and Black Hat
SEO.
In the early years of search engines, controlling algorithms was easier which
often led marketers to abuse the search engine in order to improve the ranking of
the site. This Black Hat SEO does not focus on the quality of the website or intends
to chain the internal content to match users’ needs but only intends to “cheat”
search engines to consider so techniques like keyword stuffing, which refers to
placing multiple irrelevant keywords to the site just to boost rankings for those
keywords, excessive tagging, and using unnatural links, are invented to present
the page in good light, but are conflicting the sole purpose of the existence of
search engines.
There are rules, more specifically official guidelines published by the search
engines, which purpose is to clarify the acceptable and undesired techniques and
in serious cases search engines might remove websites which use black hat SEO
activities from the organic list (Le, 2019). Search engines justify this severe
retaliation by claiming that manipulation of search engine results decreases the
level of customer satisfaction and degrades the result of “honest” websites'.
The SEO tactics which follow the guidelines and rules given by search engines
and do not harm the ranking of a website are called White Hat SEO. These
techniques might not give fast results but in the end, slowly improves the SERP
ranking and there is less chance for the website to be declined by the search
engines. In addition, the traffic coming from White Hat SEO to the website is
often better and optimization lasts for a longer duration of time.
The main and most commonly used White Hat SEO tactics are keyword
generation and link exchange. Keywords are the base of SEO which puts weight
on keyword generation. It is a process to choose the most accurate keywords

which will be detected by search engines and which match with the content of
the site. There are multiple online tools, such as Google Ad words keyword tool
and Word trackers, available which generate relevant keywords to match specific
needs.
In conclusion, comparing the White Hat SEO and Black hat SEO together is
obvious that White Hat SEO is more beneficial, since it focuses on the consumer-
satisfaction, drives to improve the actual on-page content and there is less chance
for the website being penalized or banned by search engines.

1.1.5 The benefits of SEO for business
Search engines favor high quality sites by placing them higher on SERP, which
results in more link clicks because of the users’ favoring for links placed on the
top positions.
The one reason why users tend to click links from the list of most “relevant”
search results is also connected to the website quality and brand equity. This
means that in order to keep the constant and quality traffic flowing to the
website, companies should invest in making the site user-friendly and provide
additional value and services to the user.
In the field of digital marketing every process and technique should be

measurable. Several studies have proven the positive effect of SEO on different
markets, over 80% of all website traffic originates on generic search sites such as
Google. This means for companies who do not utilize SEO a huge loss in site
traffic and sales.
There are multiple studies proving the effectiveness of SEO to companies. In the
e-commerce environment, the understanding and utilization of SEO is crucial to
reach and maintain a steady traffic flow to the website. Therefore, it is necessary
for marketers to understand how to develop the marketing strategies including
SEO since they can reacha long-lasting effect on several marketing variables.
In the study, multiple SEO techniques were used, and to prove the positive effect
each individual site’s search engine ranking was measured in each phase of the
project. The results prove the SEO’s effectiveness by seeing the improvement in
search engine ranking, site traffic and improvement in sales.
Recent studies state that every modern company which has an online presence
should include SEO, especially keyword selection, to improve the website's
effectiveness and SERP listing. Companies with clear SEO strategies reached
higher rankings when comparing the new customers, sales, and site traffic.
Some research shows websites that use SEO link building get the most traffic,
better SERP ranking and increased revenue. These results occur exponentially
and gradually, especially when using the White Hat SEO

1.1.6 Impact of SEO on Consumer Behaviour
Consumers have become researches Through convenient access to the

Internet, users are now much more educated and motivated. Every day they are
overwhelmed with digital content. With almost every company now marketing
their products on digitalplatforms, it's more than easy for customers to check
and compare online. Their choice to shop is strongly influenced by the
connections they have with the company and other influencers online. Digital
word of mouth is the most trustworthy word of mouth used to be the most
reliable source of advice that customers believed.
In today's digital world, word of mouth is offered in terms of customer feedback,

influencer suggestions, scores, testimonials, etc. Total customers will insure that
they look at what current brand buyers have to suggest about the product
/ service before making their purchase decisions. Customers are not afraid to
experiment Consumers in the past few days have been very cautious about
modifying the labels they have used all along. But with time, things have
changed.
Now, business thought has grown tremendously. They have become more open to
products and brands that offer better quality than ever before. All this was
feasible only through digital marketing, which made it easier for these new
brands to reach out to consumers.
Consumers often switch brands Brand loyalty has been a big thing in the past. It's
very unusual when you see customers change labels. Today, though,
customers are able to switch brands, because the new one offers better
apps. With a lot of options on the market, customer engagement is
challenging and switching is fast. Customers now have a high level of tolerance
Ultimately, consumers today are not in a mood to negotiate or bargain in any
way. We expect animmediate response to their questions and concerns, if
any. We publicly share their thoughts and perspectives on digital platforms
that.can make or break the reputation of a company in seconds. Generally,
users tend to believe in bad news / feedback readily and only a handful
actually share positive reviews. However, a number of rivals exploit this by

posting negative comments on their company sites from fake accounts. This
can be done through a strong online reputation management (ORM)
approach, where experiences with customers will potentially turn a negative
image into a favorable one.

OBJECTIVE OF STUDY
1. To increase the brand awareness and recognition.
2. To know how websites operate in terms of generating traffic.
3. To increase E-commerce sales.
4. To know different types of SEO performed.

REVIEW OF LITERATURE
Different researchers have given different definition of search engine
optimization as given ;
This study focuses on the impact of SEO as a marketing tool and its influence on
various marketing variables like market share, brand equity and etc. Literature
review highlights many marketing variables getting affected by search engine
optimization. Variables like brand loyalty, market share, product price, brand
recognition, brand image, product information, brand awareness, consumer
online behavior, and user reviews are among them. The authors have found that
majority of the researches have highlighted these variables either in combination
of few or in isolation - Bhandari & Bansal, 2018.
The objective of this research paper was to improve marketing of the product
using Search Engine Optimization (SEO) strategy. The authors have used the
descriptive /exploratory method to analyze market plan of action by using Search
Engine Optimization. For data collection, the researchers have used observation
method, interview method, and literature study. They found that the application
of SEO strategy is very helpful in developing product marketing. - Iskandar &
Komara, 2018.
Internet has changed the world to global village. Due to advanced connectivity
and increase in data usage, any new or services or existing products can reach
the consumer easily through digital marketing. The paper also provides the
impact of Keyword analysis and the other SEO friendly techniques that positively
affects the digital marketing. - Terrance, Shrivastava, & Mishra, 2018.

The study focused on Content, Link Building, and Social Sharing. This study has
studied three different websites all of those websites uses one of the above
mentioned SEO strategies respectively. The study used Google Analytics for data
collection and analysis for 18 months. - Zhang & Cabage, 2016.
The study focuses on both on-page SEO and off-page SEO. The study highlights the
website content variable of the SEO to be used for increased website visibility. -
Chotikitpat, Nilsook, & Sodsee, 2015.
Search Engine Optimization is an online marketing strategy and widely used

process for improving the volume and quality of customer traffic to a company
website through search engines. Those factors were named as; SEO strategies,
SEO experience and SEO techniques. The results show that the SEO strategies are
not much important but whereas the other three dimensions are all significant. -
Khraim, 2015.
This article addressed the SEO technique of web content and keyword
management. The study proved that these techniques are the most valuable tools
for boosting ranking in Google. - Mustafa, Nawaz, & Lali, 2015.
Search Engine Optimization (SEO) is a collection of techniques that allow a site to

get more traffic from search engines. - Rasekh, 2015.
SEO is a series of processes carried out systematically in order to increase the

volume and quality of traffic through search engines to a particular website by
utilizing the mechanism of action or the search engine algorithms. - Lukito &
Arfin. 2014.

The study has concluded that all the four SEO techniques are equally helpful in
improving the website ratings. The four variables focused are content, keyword,
link, structure techniques. - Hatab, 2014.
The work that promotes the research for better outcome ranking of the search
engines is known as the Search Engine Optimization. - Agri and Bayrak, 2014.
Search Engine Optimization is the art and science of helping websites get
found.""Search Engine Optimization refers to a variety of techniques used to
improve a web page's keyword or keyword phrase Search Engine ranking in the
major Search. - Kumar, 2013.
Search Engine Optimization (SEO) relates to the activity of optimizing individual

webpages or the entire website to make them friendlier to acquire higher raking
in the search results. - Rehman and khan, 2013.
The study mentioned that content of the website plays a major role in search
engine optimization. It increases the website visibility exponentially. - Killoram,
2013.
Search engine optimization can be described as a cluster of strategies and

techniques used to increase the amount of visitors to a website by obtaining a
high-ranking placement in the search results page of a search engine (SERP). -
Parikh and Deshmukh, 2013.

This research has important suggestion for SEO and PPC practitioners, and for
website owners. It should influence the way in which the budgets on search
engine marketing are applied. No evidence could be found that this kind of
empirical research has been done, hence the results are considered to be
different. - Kritzinger & Weideman, 2013.
In this paper we focus on the impact of search engine optimization (SEO) on the
competition between advertisers for organic and sponsored search results. They
found that a positive level of search engine optimization may upgrade the search
engine’s ranking quality and thus the satisfaction of its visitors. - Berman &
Katona, 2012.
Techniques of Search Engine Optimization (SEO) are observed from four aspects:
content optimization, structure optimization, keywords optimization, and link
optimization. - Wang & Yiwen-Zhang, 2011.
Web sites, which index and class other web sites according to their keywords,
explanations and contents and make it easier and faster to reach obtained site-
search results, are called as search engines. The Search Engine Optimization is
the one of the most commonly used technique that provides web sites fast
reachable. - Yalcin & Kose, 2011.
SEO (Search Engine Optimization), a popular network marketing method in

recent years, focuses on increasing the web visibility through raising the
exposure of specific keywords to create more sales opportunities. - Zhang &
Zhang & Ju, 2010.
The researchers have studied the following variables as part of their research on
SEO: directory submission, keyword generation and link exchanges. The study

focused on these techniques from four companies of United Kingdom and
Pakistan. The study has shown that keyword generation and link exchanges have
a greater impact than directory submission. - Akram, Sohail, Hayat, Shafi, &
Saeed, 2010.
Search engine optimization (SEO) is enabling a web site to appear in top result
lists of a search enginefor some certain keywords. - Yalcin & Kose, 2010.
SEO is the process of altering websites. It emphasises semantically themed

keywords for search engines in order to improve website rankings. This, in turn
improves websites’ chances of being found in SERPs. - Weideman, 2009.
SEO is the process of trying to rank highly a givenweb page or domain for specific
keywords.”“SEO seeks to determine the most important factorsto be used to get a
high ranking, and then apply those factors to a client’s web site for a fee. - Evans,
2007.

RESEARCH METHODOLOGY
Research is defined as the creation of new concepts, methodologies, and
understandings through the advancement of knowledge or the creative
implementation of existing knowledge.The aim of research is to use the scientific
method to find solutions to intellectual and practical issues. Research is a
systematic effort to learn something new. Research is a method of gathering and
analyzing data in order to gain a better knowledge of a topic that we are worried
about or interested in.
Methodology is a method for handling a research problem in a methodical

approach. It can be thought of as a science that studies how scientific research is
carried out. A step-by-step analysis of a problem is known as research
methodology.
The procedures or techniques used to find, select, process, and analyze

information about a topic are referred to as research methodology. The
methodology component of a research article allows the reader to critically
examine the study's overall validity and accuracy. The practical "how" of any
piece of research is referred to as research methodology. It's about how a
researcher designs a study in a systematic way to produce accurate and reliable
results that address the study's aims and outcomes.
How did the researcher make his or her decision, for example?
➢ What data to gather (and what data to reject)
➢ Who to collect it from (this is referred to as "sampling design" in research)
➢ How to collect it (this is referred to as "data collecting methods")
➢ How to analyze it (this is referred to as "data analysis methods")

RESEARCH DESIGN
1. Descriptive research design : Descriptive research refers to the methods that

describe the characteristics of the variables under study. This methodology
focuses on answering questions relating to “what” than the “why” of the research
subject. Descriptive research is called an observational research method as none
of the variables in the study are influenced during the process of the research.
2. Explanatory research design : Explanatory research design uses the ideas and
thoughts of a researcher on one subject to be the guiding point for future studies,
it is also used in exploring theories further. The research focuses on explaining
the unexplored patterns of a phenomena and elaborate on the details pertaining
to the research questions such as; what, why, and how.
Types of casual research
a. A longitudinal study (or longitudinal survey, or panel study) is a research

strategy that incorporates repeated observations of the same variables (e.g.,
people) over short or long time periods (i.e., employs longitudinal research).
b. Cross-sectional research is a sort of observational study that examines data on

variables collected at one moment in time across a sample population or a pre-
defined subgroup. Cross-sectional analysis, transversal study, and prevalence
study are all terms used to describe this study style.
c. Cause and effect research: A cause and effect relationship is one in which one
thing is the cause of the other data. It's usually an observational research,
although it can also be a case study. Longitudinal randomized experiments were
used to structure the study.
3. Exploratory research design : It is defined as a research used to investigate a

problem which is not clearly defined. It is conducted to have a better
understanding of the existing problem, but will not provide conclusive results.

Such a research is usually carried out when the problem is at a preliminary stage.
It is often referred to as grounded theory approach or interpretive research as it
used to answer questions like what, why and how.
Advantages of using different Research Methodology are :
• Various methods in the research helps to explore the research from different
perspectives and to analyze in a fact-driven manner.
• Results can be formed easily without explaining much in the thesis with the help
of numbers.
• Reliable researches are important to make use of them and the methods help to
make it valid and useful to the topic and in a generalized manner.
METHODS OF DATA COLLECTION
1. Primary Data Collection

Primary data collection by definition is the gathering of raw data collected
at the source. It is a process of collecting the original data collected by a
researcher for a specific research purpose. It could be further analyzed
into two segments; qualitative research and quantitative data collection
methods.
• Qualitative Research Method - The qualitative research methods of data
collection do not involve the collection of data that involves numbers or a
need to be deduced through a mathematical calculation, rather it is based
on the non-quantifiable elements like the feeling or emotion of the
researcher. An example of such a method is an open-ended questionnaire.
• Quantitative Research Method - It presented in numbers and require a
mathematical calculation to deduce. An example would be the use of a
questionnaire with close-ended questions to arrive at figures to be
calculated Mathematically. Also, methods of correlation and regression,
mean, mode and median.
2. Secondary Data Collection

Secondary data collection, on the other hand, is referred to as the gathering
of second-hand data collected by an individual who is not the original user.
It is the process of collecting data that is already existing, be it already
published books, journals, and/or online portals. In terms of ease, it is
much less expensive and easier to collect.

METHOD OF RESEARCH USED
SECONDARY ; DESCRIPTIVE
A data that has gained through primary sources and made readily
available for researchers to use for their own research. It is a type of
data that has already been collected in the past.

LIMITATIONS OF STUDY
➢ The study was carried out on the assumption that all the information
provided from the various sources was accurate.
➢ The time was constraint and shorter for the study.
➢ Lack of an emotional link.
➢ Company doesn’t provide complete information as there is always a
threat of misuse of the private information.
➢ The project was undertaken during the CoViD-19 Pandemic, and hence
no visit to the target company was made.
➢ All the communications and conversations were done online in respect
of collecting data and information regarding the company. In the
processing of data and business information, all correspondence and
discussion were conducted virtually.

CHAPTER - 2
PROFILE OF THE ORGANISATION

COMPANY'S PROFILE
The RC Diamonds, founded by Mr. Ramchandra Kumble in the year 2009, is a
Gujarat based company located at Rajkot. It is headed and managed by Mr.
Kumble. The company mainly deals with diamond and gold jewellery with
specialty in designing and marketing of ring, pendant, earring, bangle and
necklace. Marketing of these brands of jewellery is mainly confined to online.
RC Diamonds offers you hand-picked diamond goods with real finesse, quality
and brilliance. In order to please you with final production, special attention is
paid to carry out product excellence. We are confident that our products are
authentic, reliable and accurate. RC's goal is to offer the most elegant ornaments
at an affordable price. The company presently deals with the various businesses
(Product + Service based) like LeadGenPro Club, Expert Developers Club,
Corporate Traders Club, StartupPro Club, CoachPro Club and Youthmonk Club.
OTHER PARTICULARS
➢ Name of the company: RC Diamonds
➢ Address : 332, 2nd Floor, Iscon Mall, 150 Ring Road, Rajkot, Gujarat – 360005.
➢ Type : Sole Proprietorship
➢ Company Size : < 30 employees
➢ Founded in : 2009
➢ Industry : Luxury Goods and Jewelleries
➢ Specialties : Ring, Pendant, Earring, Bangle, Necklace
➢ Website : http://www.rcdiamonds.com
➢ Contact : +91 9930169164

FEATURES OF RC DIAMONDS
• Free guidance on customer queries.
• Free shipping pan India.
• Unique customized designs for each of our customers as per styling and budget.
• Quality and weights of diamonds and gold assured.
• Every design can be made in VVS-EF and also SI-IJ according to the client’s taste.
• Secured payment portal.
• Certified Jewellery from GIA, IGI & SGL.
• Simple click and buy concept.

• Offerings available for all income groups.
• Product finalisation by highly professional individuals.
GOALS OF RC DIAMONDS
• To offer the clients hand-picked quality diamonds that are a hallmark, and
brilliance, and also in terms of color, cut, weight, genuinity and pricing.
• To provide customers the most elegant and exquisite ornaments with unique
customized designs at affordable rates.
• Maintaining customer relations at top priority.
• To bring out product excellence to satisfy customers with the final creations.
• To provide the most elegant and exquisite ornaments at affordable rates.
• Providing unique customized designs for customers as per styling and budget.
• Providing transparency in every deal.

PRODUCT AND SERVICES
The company presently deals with various products cum service-based

businesses. Production of luxury ornaments and jewelleries are the major
specialties which includes ring, pendant, earring, bangle, necklace, etc.
Among the services are LeadGenPro Club, Expert Developers Club, Corporate
Traders Club, StartupPro Club, CoachPro Club and Youthmonk Club.
PRODUCTS
• Rings : A hand-heart connection lies with the ring finger. Wedding rings
are usually worn on the left hand because it represents your character and
beliefs and also because the right hand is termed as the ‘physical hand’. So
make your wedding memorable with an exquisite RC Diamonds ring to
match your style.
• Earrings : Since the early days the earrings were worn to signify royalty,
authority and achievement. The placement of the earring, big or small,
single or multiple piercing, etc. each has a distinct message that the wearer
conveys. So if it be a small ear stud or a set of glamorous earrings, RC
diamonds takes care of the message you want to convey.
• Bangles : Bangles or Bangadi or Choori are usually worn by women from

Asian countries, but slowly people all round the world are starting to wear

them. For newly wedded women, they wear new glass bangles signifying
that she is married. For men, It's a sign of respect and courage, it is called
Kadaa. Whosesoever may wear it, at RC Diamonds; it offer you a wide
variety of bangles to choose from. So adorn yourself with an unmatched
offering from RC Diamonds.
• Bracelets : Bracelets were used in many ways, from Bulgarians to appease

their god to call on spring earlier, to Greeks to protect them from the harsh
sun. Irrespective of your usage, give the design and RC Diamonds will take
special care and make it for you.
• Necklace : Back 40000 years ago, the necklace was used as a fashion
accessory. A jewellery collection is without a necklace is like a puzzle
without the centre piece. As a standalone piece of jewellery, necklace has
the ability to complete the look. RC Diamonds doesn’t believe in keeping
anything incomplete, so they offer the most stunning and gracious designs
to enhance our elegant look.
• Wedding Collection : We understand the importance of your wedding and

acknowledge that you must be at your best on your most important day of
your life. Complete that divine image with RC Diamonds from traditional
designs to trendy new collections and customized sets. So adorn yourself
with an unmatched offering from RC Diamonds.

SERVICES
• LeadGenPro club : It offers IT and Digital Marketing to small businesses,

startups, medium scale businesses and also big corporates. It has network of
freelancers and agencies to provide services.
• Expert Developers club : It provides developers to agencies, startups and

corporate in international market. The service is called contract to hire
developers (C2H), contract-based hiring, hire a developer service, etc.
• Corporate Traders club : Every corporate or business needs corporate trainer

to train their employees. This service aims at one step solution to provide
different types of corporate trainers.
• StartupPro club : A one stop platform where people can come and know how
to start a business, how to get investment, interviews, etc. It also contains IT
and Digital Marketing services to startups.
• CoachPro club : It provides everything related to coaches and mentors.

Through this, businesses can know what is coaching and mentoring. It
provides coaches like business coach, life coach, accountability coach, fitness
coach and all other coaches under one roof. It is platform where selected
people provide coaching and mentoring services.
• Youthmonk club : It is a platform where business coach Ramchandra Kumble

offers his services. It will contain everything about things entrepreneurs can
get value from. For example : marketing ideas, business strategies, etc.
CERTIFICATION

Certification of Diamonds is characterised as the reviewing of Jewel (above then
0.25 caret) based on shading, size, caret and cut. Subsequently, certification of
diamonds is important to stay away from fake part. There is some worldwide
confirmed labs gives confirmation of jewel in India. For example,
• Gemmological foundation of America
• American gemmological research facility
• European gemmological organization
• International gemmological organization
• Serine
Though, RC Diamond is an enrolled diamond big shot give certification of

diamond as indicated by the necessity of the customer particularly for the
precious stones like solitaire and gemstones.
MODE OF PAYMENT
RC Diamonds accepts advance 100% Payments only. Online payments, Net

banking, Cheque, Demand Draft, RTGS. The Members of RC Diamonds shall also
provide any other mandatory information required under law like Personal
Account Number (PAN) at the time of purchase.
All orders are considered complete only after the payment has been received by
RC Diamonds.
To confirm the orders, They call up the members who have placed orders
through the Website and ask for verification. They will confirm the order only
after the verification is done by the member.
The money will be refunded within 15 working days from the day of confirming
the order. The mode of payment back to customer will be decided by RC
Diamonds.

SHIPPING AND RETURNS
Shipping and Delivery is available all over India through Blue Dart. Estimated
delivery time can expected to be 15 days after the confirmation of order and
payment done. After creating an order, the customer can change the shipping
address only till the point when the product is actually shipped. All Products are
insured till it is delivered to customer.
The customer has to specify the address and details of the person who will collect
the shipment at the time of purchase. At the time of placing the order, the
customer has to state full name of the recipient as stated in his / her government
approved photo identification. At the point of delivery the recipient who collect
the physical product will have to provide any one of the following governments
approved photo identification card.
In case the customer wants any other person to receive the delivery on his behalf
the customer needs to specify details of the same at the point of ordering only.
The recipients receiving the delivery must open the package and check its content
prior to accepting the delivery or signing delivery receipt.
GIFT PACKAGING
In the case the purchase is intended as a gift, RC Diamonds offer free gift packing
along with a gift message of customer’s choice. Customer’s gift will be delivered
in distinctive RC Diamonds gift packing.
To send a free gift message, look for the message text box in the shopping
bag/cart page. Your personal message will be printed on a distinctive card and
delivered along with the gift.

CHAPTER - 3
ANALYSIS AND INTERPRETATION OF DATA

ANALYSIS AND INTERPRETATION
DATA ANALYSIS
Data analysis is defined as a process of cleaning, transforming, and modeling

data to discover useful information for business decision-making. The purpose of
Data Analysis is to extractuseful information from data and take the decision
based upon the data analysis. A simple example of Data analysis is whenever an
individual take any decision in his day-to-day life by thinking about what
happened last time or what will happen by choosing that particular decision.
This is nothing but analyzing the past or future and making decisions based on it.
For that, he gather memories of past or dreams of the future. So that is nothing
but data analysis. Now the same thing an analyst does for business purposes is
called Data Analysis.
DATA INTERPRETATION
Data Interpretation is the process of making sense out of a collection of data that
has been processed. This collection may be present in various forms like bar
graphs, line charts and tabular forms and other similar forms and hence needs
an interpretation of some kind. It is to learn about data interpretation with the
help of many important techniques and examples.
It is to see how to make sense out of the graphical data and other forms of it and
to learn to use it to solve the most common questions that are present in this
section of the quantitative aptitude.
Data Interpretation means understanding, organizing, and interpreting given

data, as to get meaningful conclusions. Usually all government competitive
examinations devote an independent complete section based on data
interpretation questions. For instance, when Founders present their pitches to his

or her potential investors, they do that by interpreting the data such as market
size, growth rate, and so on for better understanding. There are two principal
methods in which data interpretation can be done, such as quantitative methods
and qualitative methods.
QUALITATIVE DATA INTERPRETATION METHOD
The qualitative data interpretation method is used to analyze qualitative data,

which is often termed as categorical data. This approach uses texts, rather than
numbers or patterns to represent data.
Qualitative data requires first to be coded into numbers before it can be

analyzed. As the texts are usually cumbersome and take more time. Coding done
by the analyst is also documented so that it can be reused by others and also
examined further. There are two main types of qualitative data, such as nominal
and ordinal data. These two data types are both performed using the same
method, but ordinal data interpretation is easier than that of nominal data.
In most of the cases, ordinal data is usually labelled with numbers throughout the
process of data collection, and so many times coding may not be required. This is
different from nominal data that still requires to be coded for proper
interpretation.
QUANTITATIVE DATA INTERPRETATION METHOD
The quantitative data interpretation method is used to analyze quantitative data,

which is also termed as numerical data. This data type includes numbers and is
therefore can be analyzed with the help of numbers and not texts.
Quantitative data can be categorized into two main types, such as discrete and
continuous data. Continuous data is further divided into interval data and ratio
data, with all the data types being numeric.
Almost all the website owners are running in the race to achieve a higher ranking
in search engines. In this competitive world, everyone is struggling to find the
spot for their business. The digitization of the business has become mandatory.

The task doesn’t end with the development of the website. Individual have to
adopt various digital marketing strategies to increase the visibility of the
business.
The search engine optimization is the most common tactic that is can bring a
huge amount of significant traffic to your website. Those who are seriously
engaged in the practice of search engine optimization have witnessed the
versatile results on their website. There is no denial in the fact that SEO can give
the effective results in a short period of time if it is done properly.

OBJECTIVE - 1
To increase the brand awareness and recognition.
The businesses who are willing to populate the search results with relevant and
positive links. The use of SEO enables this process with the help of content
creation and its promotion through link building. Reputation management is
considered as one of the most challenging tasks of search engine optimization.
This practice involves the optimization of pages on different domains. It uses
various social media profiles, public relations, press releases, etc for this task.
A less popular but equally powerful application of SEO is to use it for branding
purposes. Bloggers, social media websites, content producers, news outlets and
dozens of other web publishing archetypes have found tremendous value in
appearing atop search results and using the resulting exposure to bolster their
brand recognition and authority. The process is fairly simple - much like
traditional advertising's goals of ad repetition to enter a buyer's consideration set,
so to do online marketers observe that a website's pages consistently at the top of
search rankings around a particular subject has a positive impact on traffic,
consideration and perceived authority.
The branding is closely related to creating brand awareness and recognition.

Individual must have noticed that the websites which remain at the top of the
search engine ranks get more traffic and popularity. These websites use this
exposure to bolster the brand recognition and authority of their brand.

OBJECTIVE - 2
To know how websites operate in terms of generating traffic.
The higher the site appears in search engine results, the more traffic it will get.
The top three sites are the most visible, and also seen as more credible and
trustworthy than those that rank lower. Achieving these spots requires strong
SEO.
If anyone want to get more from their site, optimize it for keywords that are
relevant to their potential customers. Identify the search terms that generate the
most clicks and include them naturally in your tags and content. But don’t just
focus on number of clicks—focus on the terms that yield visitors who take the
next step.
Traffic is important, but one need to focus on the quality of new leads as well as
the quantity if they want to reach your marketing goals.
Optimizing a site for search engines and creating keyword targeted content
produces direct traffic from the engines, which typically expands into content
sharing, direct traffic and referring links as more and more people find, use and
enjoy the work you've produced. There are thousands of sites on the web that
leverage this traffic to serve advertising, directly monetizing the traffic sent from
the engines. From banner ads to contextual services like Google's AdWords to
affiliate programs and beyond, web advertising has become a massive ($25B+
according to eMarketer) industry.
• When to Employ
Used when an individual monetize traffic without actions or financial

transactions on his site (usually through advertising).
• Keyword Targeting
Any and all - the goal here isn't typically to select specific keywords, but instead
to create lots of high quality content that naturally targets interesting/searched-

for terms. Instead of singular optimization on specific terms, the focus is on
accessibility and best practices throughout the site to earn traffic through both
high volume and long tail queries. Concentrate efforts on great content, and use
keyword-based optimization only as a secondary method to confirm the
titles/headlines of the works you create.
• Page & Content Creation/Optimization
A shallow, highly crawlable link structure is critical to getting all the content
indexed - follow good information architecture practices and use intelligent,
detailed category and sub-category structures to get the most benefit out of the
work. One should also need to employ good on-page optimization (titles,
headlines, internal linking, etc) and make the articles easy to share and optimized
for viral spreading.

OBJECTIVE - 3
To Increase E-commerce sales.
If the company deals in e-commerce sales, then there is SEO for direct
monetization that it need to optimize for.
The product descriptions and names can be improved to meet direct search
queries and help drive sales by ranking high on search engine results pages.
While this space is extremely competitive, it can also be incredibly beneficial and
lucrative. The linking structure and content plans can address high-value
keywords that relate to products you sell. And if someone build enough authority,
they can bring in customers through SEO searches to his e-commerce stores.
How to increase sales through SEO?
1. Be Keyword Clever - Google AdWords is a great place to start with keyword

research, but there are plenty of other keyword planning tools out there to use.
Don’t forget about longtail keywords as well, because half of all search queries
are four-plus words in length, there's less competition for these phrases, and they
have higher conversion rates. When an individual have the right keywords in his
toolbox, it will help them connect with prospects who are looking to buy what is
being sold.
2. Create Stellar Content - When prospects search the internet for information
about a product or service similar to what you offer, they'll come across social
media posts, blogs, web pages, and other content that was designed to answer
their questions, provide information, and otherwise facilitate a purchasing
decision. When an individual work to have the best, most relevant, most
engaging, and most authoritative content on the internet, prospects will find their
brand before all others, and this gives an opportunity to build relationships and
convert leads into customers.
Great content comes in many forms, and the goal should be cultivating and
creating content in a variety of them, including:

• Blogs
• Video (which can boost organic search results by 50 times more than text-based
content)
• Infographics
• Podcasts
• Animations
3. Go Local and Go Mobile - Two of the most significant changes to SEO best
practices that have arisen in recent years are the emphasis on mobile and local
content, and the two go hand in hand. Local SEO is becoming increasingly
important as more consumers use mobile devices to search for businesses
because 30% of all mobile searches performed today have a local intent.
Moreover, over 70% of people will visit a nearby business after conducting a local
search, so if an individual want to drive business to his physical or E-commerce
store, then he must focus on local content (including local keywords and landing
pages), and have to make sure your digital footprint is entirely mobile-friendly.
4. Develop an Integrated Strategy to Keep You on Track
When someone want SEO to work for them, it can't be something it do part-time
or with minimal effort. To boost sales with SEO, one must have to be intelligent
with and dedicated to efforts, and that means having a solid strategy that
integrates all the components discussed here today. To accomplish this, one must
need a team in place that's familiar with SEO best practices and who can examine
the company goals to create and implement a long-term strategy that will help to
achieve them.
Here are three most crucial methods for turning web presence into a steady
source of extra income.
• Sell Own Digital Product - One must have the potential to make the most money
on a per sale basis when he can sell directly. That’s because there’s no middle-
man or person in between him and the buyer that’s taking a ‘cut’ from the money
earned.

• Pay Per Click Advertising - AdWords are the advertisements that show up on the
top of Google search result pages. AdSense is the reverse, allowing publishers
(which includes bloggers and other website owners like yourself) to tap into
Google’s immense advertising network so that other advertisers can run ads on
their website.
• Affiliate Marketing - Affiliate marketing is one of the most popular ways to

make money from own website or blog. Start by finding a product that is best
suited. Then at own website, individual endorse the product and promote it to his
website visitors and email subscribers. If the product or service resonates with
these people, people will click on his affiliate link, purchasing the product.

OBJECTIVE - 4
To know different types of SEO performed.
SEO is one of the most effective digital marketing tactics that individual can
invest his time into, and there are a variety of ways to take advantage of the
practice.
Here are three key types of SEO that one can get started on.
1. On-page SEO
2. Off-page SEO
3. Technical SEO
1. ON-PAGE SEO
On-page SEO, also sometimes referred to as on-site SEO, is the process of

optimizing the content on your website. This can include your body copy,
keywords, headers, meta titles, meta descriptions, images, and more.
It includes those techniques that can be done on the pages of a website. This
process helps the search engine crawlers read the website content. A readable
website demonstrates quality and will bring about higher positioned pages. The
website design elements includes such as: Keywords in meta tag, tittle tag,
formatting, position, external link, density etc., which are controlled by site itself.
1. Location of Keyword : SE crawler checks whether keyword appear in <title>

tag; <header> tag; <Alt> tag; <meta> tag; <body> tag, in anchor text, in URL etc.
2. Title Tag : Title is the biggest ranking factor. Most search engine use the
website’s title tag as main factor of sites listing in search result pages.

3. Keyword Density : Density of Keyword means frequency of keyword present on
the web page compare to the total number of words on the page. Frequency of
keyword in the title tag and frequency of keyword in body tag should be a strong
optimization factor. Density of keyword should be within 2% -8% for improving
website ranking.
4. Keyword in URL : In this site will be discovered all the more effortlessly via
web index crawlers if keyword incorporated into a URL. Web crawler pays
priorities to different domain name suffixes like edu or gov. Likewise shorter
length URL is favored in SEO.
5. Keyword in Meta Tag : In Meta tag contains a description of a page or website

that is informative and reflects the content of web pages. The website will be
indexed if related keywords are found in meta description tag.
6. Keyword in Alt Text : In At tag or text specifies alternative text for images.
Description of text associated with alt tag that that serves same reason and pass
on same fundamental data the picture. Alt tags are short and enlightening which
reflect the body text that depicts the image.
7. Keyword in Anchor Text : Search keyword in anchor text represents what is

linking. Pages using link text based on search keywords often rank higher.
8. Title Length : The most important on-page factor is an appropriate use of

keyword in title tag Website title should be such that it reflects the subject of
website. Using title name, user understands brief information within website at
first glance. Title length within limit returns good results.
Some tips for on-page SEO include:
• Research your keywords – Determine the terms and phrases that want to rank
for on search engines. Do some keyword research on which terms have high
relevance and search volume, but also consider choosing terms with less
competition. Once determined the right keywords, be sure to let the writing team
know to optimize the page content to include them write.
• Optimize metadata – Metadata tells Google, and searchers, about the content of
a page. Make sure meta titles and meta descriptions include relevant content and

keyword phrases to have a better chance at ranking higher. It’s important to note
that Google also sometimes rewrites our metadata with other copy on the page,
which makes it important to ensure whole page is optimized.
• Perform internal linking – Internal links are URLs that link to other pages on
own website. Often, individual will attach these to anchored text. Insert links on
targeted keywords in copy and link to high-authority pages to better help Google
read site, and to make it more user friendly.
Incorporating on-page SEO into marketing efforts is helpful for search engines to
understand the content on the site. And once Google understands the website, it
can reward by displaying the site for search queries it deems relevant.
2. OFF-PAGE SEO
Off-page SEO is pretty much everything that does not happen on the website. Off-
page SEO is all about creating exposure and trust for your company, which
ultimately can result in more visitors and sales.
It includes those methods that can be done off to increase traffic to your website.
Off-page optimization includes the following techniques.
1. Directory Submission : In this website link is submitted on reputed web

directories and internet directories termed as Directory Submission. In the
directory submission process, the submission of url, title, description and other
information of website is submitted A lot of directories available some free and
some paid, a little more concise about the company, product, services, website is
provided in directory submission.
2. Social Bookmarking : It is the best method to manage, organize, store

bookmarks for online resources. The SEO players search for the related social
bookmarking sites where they can bookmark their own site to recover a link
from the site.
When someone discover a web page that he find interesting, in its place of having
to remember the address of the webpage, he can basically save the address as a

'bookmark' in our browser. It is much similar to saving favorites links on
browser, except to saving to a website that can access from any computer in the
world. But the component of social bookmarking is the 'social' element. Each one
can appear at each one else bookmarks.
3. Forum Posting : It is a technique of link building in which website links are

associated with good forum posts. In this strategy, endeavors are made to make
back connections from gathering, examination in related specialty discussion
sites. Web forums are used to produce traffic for the websites and web pages.
Therefore, by communicating in web forums, the SEO specialists include the
website links as signature in their reply. Forum posting is an essential efficient
SEO Link Building technique to receiving quality traffic and quality back links to
our website and web pages.
4. Press Release Submission (PRS) : In this, the latest news is submitted in related
websites. It is one procedure of submitting news of events taking place within the
corporation. A lot advantages to PRS are back links from news websites, good
position in Google news, and eventual media coverage. When someone is writing
their press release submission, they will make sure that the public will want to
read it. One should try to make a press release like the newspaper article. PRS
websites are in common extremely ranked and indexed by Google extremely
speedily. When submitting a press release it can be ranked within a week. A good
written PRS can drive more traffic to our website and raise our probability of
receiving links from other trusted websites. A high-quality matter for press
release submission could be the originate of a new product. A well written press
release will spotlight on the benefits of the product. A very good press release can
increase our traffic and give us ability within our business, while also improving
our business.
5. Classified Submission : In this submission online classified ads submitted in

classified related websites. This is also the best method of getting back links.
Classified is a small impressive ad placed where classified-ads, websites take the
interest of the desired visitor. Though, online classifieds varies from the ordinary
advertising or common business models ads. Additionally, it helps us in SEO by
promoting the traffic (passage) to our presented website. Classified submission
increases the traffic level to our website.

6. Blog Commenting :In this technique, back links are created by commenting on
different blogs and websites. The blog commenting is really effective on the same
niche blog and websites. Comments on blogs can produce precious links. The
more relevant Google believes our website is to our topic, the better for our site.
Where possible, comment on blogs and websites with an even more established
presence than ours. Many blogs allow a space at the end of each post for a blog
reader to leave a comment. The blog commenting field normally asks for the
name of the commenter, their email address, and their website.
7. Article Submission : Submission of articles in Reputed Directories is one of the

best techniques for making back links. It is one of the most admired and one of
the oldest link building technique known in the SEO Industry. On a daily basis
many of articles are being submitted to these article directories by webmasters
and SEO Experts to enhance the back links of the websites. Now that search
engines give big credit to back links, many link building techniques have come
into the business. Article submission allows the users to propose their articles to
the article directories and hold live links in the author box. At this time article
directories get free content for their website and webmasters get their free of
charge back links. When discover one way back link became extremely difficult,
article submissions came as a big phenomenon to the webmasters. It is very
essential that we get good quality back links to our website. All the webmasters
worked on this concept and article submission was used as one of the major link
building techniques.
i. Link Reputation : Web pages and websites with more number of back links
improve ranking in SE result. But it is important that the quality of external links
is also very important. External links must have a good reputation, relevant or
similar content. Also have key phrases similar to search term.
ii. Click Popularity : Number of clicks to the site is known as click popularity. It is
also significant factor to lift website top ranking result. If a visitor clicks websites,
SE provides certain value to that site. But SE keeps track of who is clicking by
tracking their IP address. So owner can’t click to his site hundreds of times to
improve the click popularity as clicks from a single IP address will be consider as
only once.

iii. Inbound Link : In this external high quality links pointing towards a website
are called inbound links. Link popularity is known by total number of inbound
links. In Google, page rank of the website determines according to quantity and
quality inbound links. To promote site in top ranking list, the quantity and quality
of external links are still recognized as the major ranking factor. The web page
must contain more number of relevant inbound links to rank high in SE result.
Inbound links in textual form and not in graphic form like banners,
advertisements and images are not preferred by search engines.
iv. Black hat SEO : To develop a website is a marketing strategy which is more
effective and least costly to reach many people. Promoting a website in the SE
result list is one of the keys of creating a profit producing web site. Sometime to
get higher ranking in search engine result listing, SEO techniques are used in an
unethical manner called spamming. Such black hat SEO techniques break SE
rules and regulations and place the undeserving site on the top list. Such
technique not only misleads the SE algorithms, but also lowers the quality of
search results and increase traffic.
Most off-page SEO work is focused on link building. If you’re unaware, link
building is the practice of getting other reputable websites to link back to your
site.
Some quality link building tactics include:
• Pitching articles – There are many blogs and online publications will accept and
publish posts an individual pitch to them. Make sure the site is relevant to work
and include a link back to the company, but also make sure to accept or exchange
money in order to do so.
• Competitor research – Check out the backlink profile of the largest competitors.
Find out where they are acquiring links and which sites will allow a hyperlink.
This guide can provide some pointers on how to start competitor research.
• Helping reporters – There are a variety of online services, such as HARO, where
journalists request insights from certain industry experts. This is where an
individual come in! Offer up a quote or information on the area of expertise and
will most likely link back to the website in the article.

Make sure that acquired links are earned, come from authoritative sources, bring
qualified traffic, are “follow” links, and are from relevant sites!
3. TECHNICAL SEO
Technical SEO refers to the actions performed to help search engines crawl the
website and enhance user experience (UX). As search engines and their
algorithms become more complex, these requirements change which means that
this type of SEO is always evolving.
In order to make sure there are not any problems with crawability and UX,
technical SEO efforts must be efficient.
Technical SEO efforts to be addressed should include:
• Website speed – A faster website speed is always better, and recently, Google
has further included a variety of load time variables to be ranking factors. Be
sure to make template simple, limit redirects, and optimize visuals.
• Mobile friendliness – Many users are moving from desktop to mobile to perform
an array of searches for products and services. Check site on a mobile device to
ensure that it’s easy to navigate for any visitors coming via mobile.
• Site structure – Use the HTTPS hypertext, a user-friendly and consistent URL
structure, a clean navigation hierarchy, and consistent internal links to help
make your site structure concise.

ON-PAGE SEO
Optimization of content on the website. This can include your body copy,
keywords, headers, meta titles, meta descriptions, images, and more.
Source : raddinteractive.com

OFF-PAGE SEO
Focused on link building. Off-page SEO is all about creating exposure and trust
for your company, which ultimately can result in more visitors and sales.
Source : reliablesoft.net

TECHNICAL SEO
Making a website faster, easier to crawl and understandable for search engines
are the pillars of technical optimization.
Source : backlinko.com

CHAPTER - 4
CONCLUSION AND RECOMMENDATION

CONCLUSION
SEO tools are an important consideration to help optimize a website for search
engines. Some of the most important areas to be analyzed are keywords, content,
backlinks, domain and social media.
Starting an SEO campaign from scratch can seem daunting. Every part of the SEO
campaign will work together, from the on-page to off-page optimization. Focus
your efforts on specific keywords (both long-tail and normal keywords), and
you’ll start to see real results on Google and in your business. The need for a
high-quality SEO strategy has never been higher, and it's essential to take it
seriously. If you don't, you can bet that your competitors are!
To get the best search engine visibility, web designers should follow the Five
Basic Rules of Web Design, which state that a web site should be:
• Easy to read
• Easy to navigate
• Easy to find
• Consistent in layout and design
• Quick to download
Web pages that contain the words that your target audience is typing into search
queries generally have greater search engine visibility than pages that contain
little or no keywords. The way your web pages are linked to each other also
affects your site's search engine visibility. If search engine spiders can find your
pages quickly and easily, your site has a much better chance of appearing at the
top of search results. Sometimes, a popular web site will consistently rank higher
than sites that use plenty of keywords. Therefore, building a site that appeals to
both directory editors and your target audience is very important for maximum
search engine visibility.
This conceptualization was approached as a framework for the elaboration of

Search Engine Optimization (SEO) promotion technique.

Based on research,
a) the contribution of the conceptualization in promotion management can be

approached as a framework for SEO online promotion technique,
b) SEO’s objective is to increase web visitor counts by ranking an organization’s

web site very high as a result of searches using the most appropriate keywords
describing the promotion offer through a web site. Therefore, effective SEO
promotion technique can result in higher sales and greater revenues.
If any type of organization plans to use internet marketing to be recognizable and

boost sales of the offered solutions online, it is necessary to know a great deal
about how SEO, an innovative online promotion technique, can work more
effectively and efficiently. Therefore, Search engines seem to be one of the most
dynamic marketing newest online promotion channels, as they are a prime
source for getting more and more online customers.

FINDINGS
Based on the available details from the website of the company and the above
analysis, we present the findings:
• SEO activities by RC Diamonds are motivated towards transforming an

object into a marketing result.
• There is a clear marketing motive of SEO activities by the organization.
• SEO project teams’ members have different roles with regard to the
transformation of materials and they are aligned with the overall
marketing strategy of their clients.
• Organisation increased sophisticated technology with SEO tools and
approaches in order to influence online customers’/users’ behavior.
• Seeks for achieving marketing results for clients.

RECOMMENDATIONS
1. Use Keywords In The Right Places - You probably already know that you should
add keywords to pages that you want to rank. where you use your keywords is
just as important as how many times you use them.Specifically, you want to make
sure that your keyword appears at least once in your page’s title tag.
2. Keep Users On Your Site Longer - Pogosticking can make or break your Google
rankings. Pogosticking is when a Google user clicks on your site then pogosticks
back to the search results to find something that actually helps them. And when
someone pogosticks, it sends a strong message to Google: “I didn’t like that result.”
Needless to say: if your site doesn’t make users happy, Google will downrank you.
3. Speed Up Your Website - Having a slow website can hurt your Google rankings.
Google’s “Speed Update” specifically downranks pages that load slowly on mobile
devices.
4. Publish Unique Content Consistently to Improve SEO - Unique content is one of

the factors that affect this freshness score, and, consequently, the search engine
rankings for that specific page. Therefore, the easiest way to optimize your
freshness score is by creating content consistently.
5. Don’t Change Your Domain Name Regularly - The age of a domain or web page
is also one of the top SEO tips you should keep in mind. Indeed, it’s crucial for
your success.
For this reason, don’t constantly change your domain name. Pick one and stick
with it, unless there’s a very good reason to change.
That does happen — just don’t make it a regular practices.

REFERENCES
[1] R. Khalil and N.A.K. Muhammad, (2013) “The Foremost Guidelines for
Achieving Higher Ranking in Search Results through Search Engine
Optimization”.
[2] R. Seema and G. Upasana, (2014) “A Review Paper on Web Page Ranking
Algorithms”
[3] J. Ayush and D. Meenu, (2013) “The Role of Backlinks in Search Engine
Ranking”.
[4] J. Ayush, (2014) “The Role of Off Page Search Engine Optimization in Search
Engine Ranking”.
[5] Z. Gyongyi and H. Garcia-Molina, (2005) “Web Spam Taxonomy”, Proceedings

1st International Workshop on Adversarial Information Retrieval on the Web.
[6] F. Wang, Y. Li and Y. Zhang, (2011) “An Emphirical Study on the Search Engine
Optimization Technique and Its Outcomes”,
[7] V. Zhu, G. Wu and M. Yunfeg, (2011) “Research and Analysis of Search Engine
Optimization Factors Based on Reverse Engineering”,
[8] P. Kent, (2003) “Search Engine Optimization for Dummies”, Wiley Publishing.
[9] R. Kumar and S. Saini, (2011) “A Study on SEO Monitoring System Based on
Corporate Website Development”.
➢ https://developers.google.com/search/docs/beginner/seo-starter-guide
➢ https://moz.com/beginners-guide-to-seo
➢ https://www.searchenginejournal.com/seo-guide/
➢ https://mailchimp.com/marketing-glossary/seo/

➢ https://www.digitalthirdcoast.com/blog/on-page-off-page-seo-
difference#:~:text=On%2Dpage%20SEO%20focuses%20on,earning%20backlinks%
20from%20other%20websites.
➢ https://blog.hubspot.com/marketing/off-page-seo
➢ https://www.weidert.com/blog/white-hat-seo-black-hat-seo?hs_amp=true
➢ https://www.wordstream.com/white-hat-seo
➢ https://yoast.com/what-is-technical-seo/
➢ https://www.searchenginejournal.com/google-bolded-text-can-help-your-
seo/427044/amp/
➢ https://www.wordstream.com/blog/ws/2015/04/30/seo-basics
➢ https://www.woorank.com/en/edu/seo-guides/what-are-keywords-in-seo
➢ https://www.semrush.com/blog/knowledge-graph/
➢ https://www.searchenginejournal.com/how-google-knowledge-graph-
works/400485/

Project Report: ON "An Analysis On How To Advertise On Google Through Search Engine Optimization'

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PROJECT REPORT

"An analysis on how to advertise on google through search engine

Submitted to complete the requirements of Bachelor of Business Administration

Co-guide - Mrs Sunita Chugh Varsha Dhiman

Guide - Mr Deepak Batra 01521901719

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An independent project is a contradiction in terms. Every project involves the

I would like to extend my hearty thanks to entire faculty members of BBA

The immense learning from this project would be indelible forever.

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– Mrs. Sunita Chugh , Guide

– Mr. Deepak Batra , Co-guide

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This is to certify that project entitled “Analysis on how to advertise on google

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1.1.1. Search Engine Research Page...................................................................15

1.1.2. SEO Introduction..........................................................................................17

1.1.3 Keyword Selection.......................................................................................19

1.1.4 Black Hat SEO Vs White Hat SEO.............................................................21

1.1.5 The Benefits of SEO for Business..............................................................23

1.1.6 Impact of SEO on Consumer Behaviour.................................................24

1.2 Objective of the study............................................................................................26

1.3 Review of Literature..............................................................................................27

1.4 Research Methodology..........................................................................................32

1.4.1 Research Design............................................................................................33

1.4.2 Methods of Data Collection........................................................................34

1.4.3 Method of Research Used...........................................................................36

1.5 Limitations of the study........................................................................................37

2.1 Company's Profile.....................................................................................................39

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2.1.6 Mode of Payment..............................................................................................44

2.1.7 Shipping and Returns......................................................................................44

2.1.8 Gift Packaging....................................................................................................45

3.1 Analysis and Interpretation.................................................................................47

3.1.1 To increase the brand awareness and recognition..............................50

3.1.2 How websites operate in terms of generating traffic..........................51

3.1.3 To increase e-commerce sales....................................................................53

3.1.4 Different types of SEO performed.............................................................56

4.1 Conclusion and Recommendation.......................................................................66

4.1.1 Conclusion ......................................................................................................67

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GMB - Google My Business

PPC - Price Per Click

RDF - Resource Description Framework

SEO - Search Engine Optimization

SERP - Search Engine Result Page

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Keywords: Seo Techniques, On-page, Keyword Analysis, Meta Tags, Off-page,

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In light of constant changes to search algorithms by search engines and modern

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➢ Results information shows the information on the total number of results

➢ Google My Business is a tool offered by Google, which helps companies by

➢ Knowledge Graph, as already discussed, is an automated summary of

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The importance of having a good place in a SERP on specific terms is undisputed