SUMMER INTERNSHIP PROJECT

ON

IMPORTANCE OF ADDITION OF KEYWORDS ON DIGITAL

TRAFFIC AND ORGANIZATIONAL GROWTH

AT

ILP OVERSEAS
Submitted in partial fulfillment of the requirement for the Award of degree of

Master of Business Administration

SUBMITTED BY: BHASKAR ROY

(BATCH: 2021-2023)

DEPARTMENT OF MANAGEMENT

BRAINWARE UNIVERSITY ,

INDIA

FACULTY SUPERVISOR GENERAL SUPERVISOR

SUJIT KUMAR RAY MR AYAZ ARAB
(Asst. Professor)
 DECLARATION

I, BHASKAR, hereby declare that the presented report of internship titled “IMPACT OF
ADDITION OF KEYWORDS ON DIGITAL TRAFFIC AND ORGANIZATIONAL
GROWTH AT ILP OVERSEAS” is uniquely prepared by me after the completion of 55
days work at ILP overseas under the guidance of Prof Sujit Kumar Ray(faculty
supervisor) and is free from plagiarism.

I also confirm that the report is only prepared for my academic requirement not for any
other purpose. It might not be used with the interest of the opposite party of the
corporation.

Bhaskar Roy
MBA General

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2
 ACKNOWLEDGEMENT

This internship report has been prepared as per the requirement of Master of Business
Administration of Brainware University in which students are required to undergo
internship training in an organization for a period of 6 to 8 weeks to familiarise them with
practical aspects of working in the organization.

Guidance, inspiration and motivation have always played a key role in the success of any
organization. I would like to pay my sincere regards to all those who guided me in my
Summer Internship Project. I express my sincere thanks to ILP Overseas, who gave me
the opportunity to work on my Summer Internship Project. I also express my sincere
thanks to my General Supervisor and Managing director Mr. Ayaz Arab for all the
valuable guidance and support extended to me during my summer internship.

I would like to avail this opportunity to pay my sincere gratitude and regards to Prof.
Sujit Kumar Ray, Master of Business Administration, Brainware University for
providing me such a wonderful opportunity to widen the horizons of my knowledge. I
would also like to express my heartfelt thanks to my Faculty Supervisor Prof Sujit
Kumar Ray, for giving his support, guidance and encouragement throughout the project
work. Last but not the least I would like to thank my parents, family and friends who
have directly or indirectly contributed in making this project a success.

I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards this industry in coming future.

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 EXECUTIVE SUMMARY

This project work was pursued as a part of MBA (Master of Business Administration)
curriculum at Brainware university.

This internship was divided in 4 phases:

• First phase

In this phase of my internship, my task was to get familiar with services offered by my
organisations and how digital marketing was done in my organization. After learning
every basic practices of digital marketing and how it was being implemented in my
organization, I was implementing basics of SEO, SMM, Content marketing and Email
marketing under my supervisor as my tasks. In this, I was performing basic keyword
search without tool, and extracting emails of our target audience.

• Second Phase

Next, I was put into a team of Digital Marketing group There were 5 groups and I was in
3 of them names Black Duck (SEO), Adam (Content Marketing) and Coldberg (cold
calling and Emailing) where my basic task was to perform keyword research with proper
tools and implement them on different web pages. Simultaneously I was extracting emails
for email marketing team. Working with 3 different team and coordinating with them
increased my team player efficiency. At the end of this phase I started making blogs and
creating content for website while doing my basic task i.e. keyword research for different
channels.

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• Third phase

In this phase my management skills increased as I was promoted from an intern to team
leader where I had to handle a team of SEO (Black Duck) while Coordinating with
Content marketing (Adam), specifically for Keyword research and competition analysis
where we were also using those trending and user-friendly keywords to make content for
blog and articles for our webpage. We were analysing competitors and finding unique
keywords which they were using, and we were not, so that we could implement those
keywords in our website and make relevant content from those keyword.

• Fourth phase

In this phase we were working on generating backlinks, via many ways like getting
referred from article, broken link technique, internal linking etc while also performing all
task mentioned on first 3 phase. At the end of this phase as a team leader, I was taking
sessions for new interns about keyword and things I learned and implemented and how
can we use them effectively and efficiently for improving our digital presence.

Digital marketing is not just one thing, it is combination of different things, quality
content is as much important as the way it will be scanned by google to rank you up or
down. That’s where the role of keywords and putting them strategically around website
is necessary or you won’t get visible. I got plethora opportunities where I performed
tasks before deadline and applied my knowledge of marketing and consumer behaviour
which I got from Jamia Hamdard which helped a lot in growth of organization and my
growth too.

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 LIST OF CONTENTS

CONTENTS PAGE NO.

Declaration 1

Certificate 2

Acknowledgement 3

Executive Summary 4–5

Introduction 7 – 11

Overview of the project 12 – 22

Documentation of the activities 23- 32

Project learning outcomes 33

Conclusion 34

Suggestion 35

Limitation 36

References 37

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 INTRODUCTION

INDUSTRY PROFILE

Education Administration Programs

The education administration programs industry can be described as the collection of

organizations and businesses that provide products and services aimed at enhancing the
quality of education in society. The education industry plays an increasingly important role
in supporting public education by meeting the demand for products and services that both
complement basic education services and supplement their underlying goals. The industry is
defined by four main categories:

• Schools/ Service Providers: – Providing Elementary and Secondary Education,

Alternative/Special Education Services, Education Management Organizations,
Charter Schools, Virtual Schools, and Proprietary Schools.
• Supplemental Education Service Providers: Providing Higher Education, Vocational
Education, Learning Centres, Tutoring Services and Assessment Services.
• Educational Products & Services Sector: Production and supply of educational
material and products including Educational Products, Publishing, and Supplemental
Products.
• Education Support Services Sector: – Providing support and ancillary services to the
education industry including Education Consultants, Education Information and
Research, Education Investment Services, Education Policy Specialists, and
Technology Services.

Our company comes under Education Support Service Sector.

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 Key Segments of Education Administration Program Industry

Consumers: Students can be thought of as the consumers of education industry. They

need support of Dedicated educators to achieve the educational goals and obtain the
knowledge and skills they need. All other industries can be considered as consumers of
the education industry for they depend on it indirectly.

Institution/Organization : Dial include the various public and private schools, colleges,
universities and institutes. Vocational education centers also provide job oriented
education show the apprenticeship. Other institutions include special schools and
educational content suppliers. These institutions should utilize such information as
financial and student data data to plan, evaluate and implement strategies that can
improve students learning outcomes .

Workers : Workers in education industry include administrators, teachers, librarians com

lectures, professors, sports coaches, counselors etcetera. Textbook publishers and
assessment providers also play important roles in education industry. Overall all workers
in this industry are tasked with helping students achieve their educational goals. (Sectors
in Education Industry, 2012).

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 COMPANY PROFILE

International Learning Planners (2005 – present) has a highly experienced and qualified
team for providing best education to all the students who are aiming to crack GMAT,
GRE, SAT, ACT, IELTS and TOEFL with minimal efforts. Our teaching methodology is
diversified as per the needs of each and every student. We provide different learning
modes to all the students as per their interest.

International Learning Planners play a vital role in providing quality education to

students who are interested to study in foreign universities. At ILP we guide each and
every student through the entire ielts exam syllabus. Moreover, we also provide them the

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ielts exam sample paper to make sure that they are confident enough before appearing for
an actual examination. Our unique teaching methodology makes us one of the best ielts
coaching institute in entire surat.

The International Learning Planners team has more than 14 years of experience in
overseas education counselling, admission counselling, visa counselling, scholarship
counselling as well as coaching classes. We have successfully placed more than 10,000
students in the world’s best colleges as well as universities.

OUR MISSION AND VISION

• To provide World Class Services
• To become a Centre for Enhancing Excellence in Personal & Professional
Development.

OUR SERVICES:

• ADMISSIONS COUNSELLING

International Learning Planners also known as ILP is one of the largest and most well-
known foreign education consultants in India. ILP is renowned throughout the world for
its admission counselling

• VISA COUNSELLING

International Learning Planners has a team of best visa counsellors in the entire India. We
are very well trained and have more than 14 years of experience in visa counselling
process.

• SUPPORT SERVICES

Even though we have a team of experts, we understand that studying abroad for the first
time can be a huge challenge for most of us. So, ILP provides for a host of support
services.

• COACHING CLASSES

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International Learning Planners provide in depth knowledge for all the examinations such
as GRE, GMAT, IELTS and many more. We even provide the best coaching classes for
all English entrance exams. (OVERSEAS, 2021)

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 OVERVIEW OF PROJECT

❖ DIGITAL MARKETING

Digital marketing, also called online marketing, is the promotion of brands to connect
with potential customers using the internet and other forms of digital communication.
This includes not only email, social media, and web-based advertising, but also text and
multimedia messages as a marketing channel. Essentially, if a marketing campaign
involves digital communication, it's digital market. It can take many forms, including
online video, display ads, search engine marketing, paid social ads and social media
posts. Any marketing that uses electronic devices and can be used by marketing
specialists to convey promotional messaging and measure its impact through your
customer journey.

Any type of marketing can help your business thrive. However, digital marketing has
become increasingly important because of how accessible digital channels are. In fact,
there were 5 billion internet users globally in April 2022 alone. Additionally, digital
marketing has minimal upfront costs, making it a cost-effective marketing technique for
small businesses.

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❖ TYPES OF DIGITAL MARKETNG

• SEO (SEARCH ENGINE OPTIMIZATION)

Search engine optimization, or SEO, is technically a marketing tool rather than a form of
marketing in itself. The Balance defines it as “the art and science of making web pages
attractive to search engines.” (It is done organically, not paid.)

The "art and science" part of SEO is what’s most important. SEO is a science because it
requires you to research and weigh different contributing factors to achieve the highest
possible ranking on a search engine results page (SERP) but the unpredictability involved
makes it an art.

Ultimately, the goal is to rank on the first page of a search engine’s result page. This
ensures that those searching for a specific query related to your brand can easily find your
products or services. While there are many search engines, digital marketers often focus
on Google since it's a global leader in the search engine market.

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On Page vs Off Page SEO

On Page SEO involves optimizing content, meta tags, and other element on your own
site’s pages like, Content marketing, Keyword optimization, Images, Page speed etc.

Off Page SEO

It involves any activity that drive awareness and referral traffic to your site from other
sites like Link building, Guest blogging, Social media etc

• EMAIL MARKETNG

Type of digital marketing that uses email to promote your business’s productor service. It
makes your customer aware of your latest items or offers. Email marketing can help you
build a relationship with your audience while also driving traffic to your blog, social
media, or anywhere else you’d like folks to visit. You can even segment your emails and
target users by demographic so you’re only sending people the messages they want to see
most.

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Email marketing also allows you to run A/B tests of a subject line or call to action to
identify the best performing message by using email marketing software that can also be
configured to easily send out emails.

Email marketing is rated at top by marketers on the effectiveness of digital media

channels.

• SOCIAL MEDIA MARKETING (SMM)

Social media marketing is a form of digital marketing that leverages the power of popular
social media networks like Facebook, Twitter, and Instagram to achieve your marketing
and branding goals. Social media marketing also includes paid social media advertising,
where you can pay to have your business appear in front of large volumes of highly
targeted users.

The power of social media marketing comes from the unparalleled capacity of social
media in three core marketing areas: connection, interaction, and customer data. Social
media marketing has transformed the way businesses are able to influence consumer

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behaviour, from promoting content that drives engagement to extracting personal data
that makes messaging resonate with users.

It includes Profile Optimization (accurate, complete, active, link to website and has
CTA), Posting (useful, entertaining, relevant posts, photos, videos lives stories etc.)
Engaging (like, share, comment, follow, influencers etc), Advertising (paid method of
reaching target audience) and Measuring (use platform and website analytics to see
what’s working).

Social Media Marketing is rated 2nd by marketers on the effectiveness of digital media
channels.

• CONTENT MARKETING

Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience
— and, ultimately, to drive profitable customer action. As a result, SEO is a major factor
in content marketing, a strategy based on the distribution of relevant and valuable content
to a target audience.

The goal of content marketing is to attract leads that ultimately convert into customers.
But it does so differently than traditional advertising. Instead of enticing prospects with

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potential value from a product or service, it offers value for free in the form of written
material like Blog post, E-Books, Newsletters, Video or audio Transcripts, Whitepapers,
Infographics. (Thakur, n.y) & (Marketing, 2016)

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 KEY RESPONSIBILITIES/TASKS

• As an intern I was working with team of executives guided with team leader where I
had to do proper keyword research and design posters/pages for our website, blogs and
email.
• I had to organically define consumer persona and search trends and keywords
according to it.
• I was looking after keyword’s trends and had to do proper keyword research with my
team.
• I was doing competitor analysis and was creating content for blog and optimizing it
for SEO according to checklist and analysing result.
• After getting promoted to team leader, I was educating interns about daily tasks.

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 OBJECTIVES:

• To find out keywords that will improve digital presence.

• To do proper keyword research and implement them in different types of Digital
Marketing..
• To increase Online Visibility of ILP Overseas.
• To perform competitor analysis by keyword tools.

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 TIMELINE OF INTERNSHIP

Activities Weeks of Internship

1st 2nd 3rd 4th 5th 6th 7th

Basics of DM

Keyword
Research

Content
Writing
Competitor
Analysis

SEO
Implementation

Link Building
& Taking
sessions

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 INTERNSHIP AT THE ORGANIZATION

In the organization, there were hierarchical positions during the internship.

Intern < Officer < Team Lead < Team Manager < HOD.

❖ SEARCH ENGINE

At start, I learned about search engine and how search engine work i.e. process of search
engine, which was relevant to search engine optimization.

In this we learned about Search engine and how it is a brilliantly executed software
system designed to carry out web searches. Then we learned about Search engine process
i.e.:

• Crawling – In this process, Bots/Crawlers/Spiders collect information across the

web through scanning every website via links, images, Headings etc.

We understood this process to Optimizing our blogs, webpages etc so that it would be
easy for crawlers/bot to access/scan our webpages.

• Indexing – In this process, bots/crawlers store collected information/data and sort

them accordingly in database so that it would be easy to access them in order.

• Ranking – In this process, Google algorithm ranks all the indexed data/URLs
according to various factors (200+ factors).

Understanding how Google algorithm rank websites was important as it would help us in
creating optimum content with potential keywords which would boost our ranking on
SERP and increase traffic.

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❖ DIFFERENT TOOLS WE USED FOR KEYWORD RESEARCH
AND SEO :

• Google Keyword Planner (for hunting down keywords and competition analysis)
• Answerthepublic.com (for checking recent popular queries/trends)
• Checkmylink extension (to check broken link)
• Google webmaster tool (to view stats about bot accessibility and inbound outbound
links on our site)

❖ KEYWORDS

• In first 2 weeks, my task was to find suitable keyword relevant to the content in our
organization’s website, and for that I was taught everything about keyword.
• Keywords are ideas or topic that define what your content is about. Basically,
keyword is anything that a user search for (here, in search engine).

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There are 3 types of keyword:

• Head keyword which consist of 1 word.

• Body keyword which consist of 2-3 words.
• Long tail keyword which consist of more than 4 words.

Knowing about keyword was important as it would help to increase traffic and boost our
search engine result page ranking.

Further we focused on how to find keywords and how to hunt down keywords without
any tool on various platforms like Google, YouTube, Wikipedia, Reddit etc.

Next week we focused on how to hunt down keywords by using various online unpaid
tools like SEMrush, Google Keyword Planner etc.

Further we did competitor analysis via keyword research using various tools.

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❖ KEYWORD RESEARCH

• Keywords and proper keyword research are the foundation of search engine
optimization. If nobody is searching for what you are writing about, you won’t get any
traffic from Google no matter how hard you try.
• For good keyword research we need to understand our target audience and how they
are searching our contact.

❖ KEYWORD RESEARCH PROCESS

The process we did for researching our keyword was :

• Brainstorm list of topics

For this, we brainstormed topics relevant to our organization i.e Consultancy, Education,
Abroad, Overseas etc.
• Brainstorm head keyword
From list of topics, we chose overseas education and study abroad.
• Create keyword database
In database we collected all sort of keywords, from short tail to long tail keywords

• Qualify our keyword

There were lot of keyword from which we selected wanted keywords and eliminated rest
of them accordingly.
• Prioritise our keyword
In this process we prioritised keywords based on various factors i.e.

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Low competition keyword > High competition keyword
High search volume keyword > Low search volume keyword
• Choose the best keyword to target
• Finally we chose most potential keyword according to the tools we used which are :
Google keyword planner, UberSuggest etc.

Below is the screenshot of Google keyword planner which we used for keyword research.

(htt4)

❖ COMPETITION ANALYSIS

Simultaneously we were doing Competitor analysis, in which we were analysing our

competitors in same niche.

Its process was:

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• Find our potential competitors: which we did by seeing which websites are
targeting our keywords.
We googled our most prominent keyword and top 3 to 5 Search Results were our
competitors. Some of our organic competitors are upgradabroad and leapscholars and
inorganic competitors are shown below.

• Hunt down similar keywords we and our competitor use:

We did this by Google Keyword Planner by pasting our competitor’s URL in this tool
which will show every keyword they use.

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• Hunting down keywords that our competitor uses but we don’t:
We did this by similar process above but this time we focused on the keywords we were
not using, and those keywords should be the one which are bringing traffic with low
competition and high search volume.

• Implementing those keywords on our website which we hunted down from our
competitors to gain more traffic and improve our digital presence.

❖ CONTENT CREATION :

Our next task was content creation for a Blog and Social media

• First step was to find topics that are in trend and users are also searching it a lot. For
that we used online tool i.e. answerthepublic.com.

(htt)

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• After getting right topic for content making we start content making, which include
brainstorming for magnetic title, surprising subheadings, informative and engaging body
with appealing graphics.
• Content which we created were ensured that they were having right keywords.

(htt1)

• Placing keywords strategically all around the webpage (title, tags, metatags,
description etc) was also ensured by us

❖ LINK BUILDING

• Simultaneously we were working on Link building i.e. Backlinks

• While writing content for blog we were also generating backlinks for our website .
• Getting referred from an article was also one way to build link.

One fascinating task which I did to build more backlink was Broken Link Technique. In
this technique:

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• We had to find out sites or page where we want to put backlink (relevant to our
industry).
• We used tools like checkmylinks extension to scan that site or page for broken link.

(htt2)

• If there is any broken link, we let that person (who run that site) know about it.
• If there is any relevant content on our website or blog which can replace broken link
then we suggest them our link.
• A good mail was enough to make them realise that we helped them and in return
they put our link and removed that broken link.

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❖ Backlink audit was also done through help of tools like SEMrush,
seositecheckup.com

(htt3)

❖ Poster making for email and social media was also included as it gave us
knowledge about how our target audience think, how to use colours, shapes
according to content.

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❖ SEO CHECKLIST

After every week, SEO checklist was ticked which include:

• Keyword Research: Pages targets one themed keyword, checking volume and
competition, Checking keyword intent.

• Keyword Placement: Page title Main heading, title tag, meta description, first 150
words of page, subheadings, image file names, image alt text.

• Headings: at least 2 sub headings with keyword, organize information hierarchy,

making post skimmable.

• Meta description: up to 160 characters, include keyword, conveys value.

• Images: Not wider than max page width, compressed, alt text with keyword.

• Links: up to 3 high quality external links, up to 4 internal links on page, up to 3

internal link to the page, anchor text specific.

• Technical: fast page loading speed, mobile friendly, properly indexed.

• Content: Original content, accurate info, actionable, organised with headings and
subheadings, proper images, up to 2000 words.

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• Freshness: update information, refresh mages, add new or fix broken links, check
keyword intent.

In the end, I was assigned task to educate and share my knowledge to new interns
via Sessions which include:

• Basics of digital marketing

• Keyword research
• Content writing
• Competitor analysis
• SEO implementation

Below is the glimpse of one of the session I took:

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 PROJECT LEARNING OUTCOMES

• Whole SIP taught and enhanced my interpersonal, communication and professional

skills.
• I get to experience how Digital marketing was a complete coordinated team work
and cannot be done just by an individual.
• Whatever I learned in marketing and consumer behaviour in 1st year, I was able to
apply that concept with my own creativity which unlocked my potential that I was
unaware about.
• Handling my own team gave me Management exposure and Leadership quality i.e.
how to tackle challenges as a team leader.
• Organic and healthy competition forced me to do better job with more creativity
which helped us to surpass our competition.
• Proper time management is must for any campaign i.e. scheduling tasks on time and
not procrastinating which gave us progressive consistency.
• I learned how important it is to understand our consumer/target audience, in some
case, more than technical aspects of marketing because in the end its all about
user/consumer which we serve.
• Failed campaigns/projects criticism taught me more than I learned from any
material/person as they show you about what not to do, what doesn’t work and how to
improve and work on your weakness.

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 CONCLUSION

• Digital Marketing is a booming industry which, if done in the right way can improve
your presence and sales drastically. We not only have to be tech savvy and proficient
learner of marketing but also have to be updated with every trend as it is important to
know about our consumer/user.
• We can better address customer needs by using keywords to gain insight into who
they are and what they want, which boosts our online visibility and encourages them to
purchase our services or products, which has a direct impact on organizational growth.
• Our every competitor is doing same thing, everyone knows about basics of digital
marketing, basics of keyword but what additional creativity we do is vital as it give us
competitive edge in this booming industry. Today’s generation is having very short
attention span and as we target them, it’s important to gain their interest and attention at
the start by being creative over various perimeters (content writing, keywords, attractive
adds, blogs, social media reels, shorts etc).
• Strategic planning from scratch to monitoring is vital for success, as without clear
strategy, we won’t be able to understand dynamics of our users/consumer’s behaviour
and competition too. Continuous awareness of what is going around the world is must as
it helps a lot in creating attention, interest and desire for our service.
• Digital presence is must for any organization as no matter how good your service is,
if there is not digital presence then your visibility and reach can be limited which can
affect your sales drastically. So, building amazing digital presence gives our organization
an opportunity to create awareness and boost engagement with our audience.
• In corporate world, team work is very important but being a good leader is more
important as a good leader is able to motivate team to perform well, creates streamline
strategy that run campaign smoothly from beginning to end, communicates effectively
and efficiently, overall creates learning environment in which every member performs
efficiently.

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 SUGGESTIONS

Currently, organization is doing pretty well but there is always a place for improvement
and few areas of improvement which I suggest can be looked upon are:

• Proper communication, interactive environment and better rewarding system should

be promoted more and more as it will motivate young minds as they are valuable assets
for creative ideas.
• Organization should start using and paid advertisement like SEM as it will help them
a lot in reach and short run.
• Proper quality check and evaluation of interns should be implemented as
quality>quantity.

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 LIMITATIONS & CHALLENGES

• Biggest limitation was our SIP duration. 6 to 8 weeks were not enough to learn,
implement, be productive and experience vital things for this project.
• Work from home was another limitation as it restricted us from experiencing and
working in real corporate environment which would improve our efficiency via
communication, presence and in plethora of ways.
• Creating an engaging content was challenging as our target audience was mostly
youth with short attention span making it hard for us to grab their attention.
• Growing organically was very challenging, as it is a slow process which need
patience, moreover organic growth is vulnerable to competition.

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References
(n.d.). Retrieved from https://answerthepublic.com/

(n.d.). Retrieved from https://ilpoverseas.com/ai-has-simplified-the-application-process-to-study-

abroad/

(n.d.). Retrieved from https://www.addictivetips.com/internet-tips/check-my-links-find-broken-

links-on-any-website-chrome/

(n.d.). Retrieved from https://seositecheckup.com/

(n.d.). Retrieved from

https://ads.google.com/aw/keywordplanner/home?ocid=646708247&euid=294329895&
u=4494055855&uscid=646708247& c=8884636703&authuser=0& e=3092669978&subi
d=in-en-ha-awa-bk-c-
s00%21o3~Cj0KCQjw1vSZBhDuARIsAKZlijQ5SQnzN0yG8hXeee3CTv2ukd-
Ias9J_FFN5fsWySkZWZ4vY1

Marketing, D. (2016, 5 12). Digital Marketing Mailchimp. Retrieved from Mailchimp:

https://mailchimp.com/marketing-glossary/digital-marketing/

OVERSEAS, I. (2021, 11 19). Inernational Learning Planners. Retrieved from

https://ilpoverseas.com/: https://ilpoverseas.com/about-us/

Sectors in Education Industry. (2012, 12 21). Retrieved from Technofunc:

https://www.technofunc.com

Thakur, M. (n.y, n.m n.d). Digital Marketing Types. Retrieved from EDUCBA:
https://www.educba.com/digital-marketing-types/

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