A MINI PROJECT REPORT

On

SEARCH ENGINE OPTIMIZATION

Submitted to

Dr.A.P.J Abdul Kalam Technical University , LUCKNOW

For the partial fulfillment of

MASTERS OF BUSINESS ADMINISTRATION

BATCH 2022 – 2024

Submitted to Submitted by

Dr. Sanghmitra Das Himanshu Singh

Assistant Professor MBA – 1st

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th KM Stone , NH – 24 , Delhi Hapur Bypass Road ,Adhyatmik

Nagar , Ghaziabad - 201009

Faculty Mentor Certificate
TABLE OF CONTENTS
 EXECUTIVE SUMMARY

Search engine optimization (SEO) is the practice of orienting

your website to rank higher on a search engine results page
(SERP) so that you receive more traffic. The aim is typically
to rank on the first page of Google results for search terms
that mean the most to your target audience. So, SEO is as
much about understanding the wants and needs of your
audience as it is about the technical nature of how to
configure your website.

Search engines recommend SEO efforts that benefit both the

user search experience and page’s ranking, by featuring
content that fulfills user search needs. This includes the use of
relevant keywords in titles, meta descriptions, and headlines
(H1), featuring descriptive URLs with keywords rather than
strings of numbers, and schema markup to specify the page’s
content meaning, among other SEO best practices.

Search engines help people find what they’re looking for

online. Whether researching a product, looking for a
restaurant, or booking a vacation, search engines are a
common starting point when you need information. For
business owners, they offer a valuable opportunity to direct
relevant traffic to your website.
 SEO CONSULANCY

OBECTIVES

To provide best quality service to customers at reasonable

prices while offering ease in the ordering process.

VISSION

Values
 Consistency
 Integrity
 Professional
 Honesty

Gap Identification
An SEO gap analysis helps you review your “market share of
consumer searches”.
Use our gap analysis spreadsheet to identify opportunities to
attract new high quality visitors searching on high intent
keywords online. It compares the effectiveness of organic
search compared to paid in driving visitors to your site.
 Concept Generation
SEO means Search Engine Optimization and is the process
used to optimize a website’s technical configuration, content
relevance and link popularity so its pages can become easily
findable, more relevant and popular towards user search
queries, and as a consequence, search engines rank them
better.

SEO SERVICES

A professional SEO services provider like I Think An Idea in

Los Angeles knows that the best SEO results are achieved by
blending many techniques together to achieve best results.
Since every business is unique, SEO techniques for each
company must also be unique. Concepts that work for Local
SEO services may not work for companies whose SEO target
is National or Global.

Why is this idea new and important

Artificial Intelligence Will Play a Bigger Role in SEO
Particularly noteworthy is Google’s AI algorithm RankBrain,
as this will likely become one of the most important ranking
factors for Google’s search
Benefit of product and service
If you’re looking to create long-term brand awareness, expand
your target audiences and earn more revenue, then search
engine optimization is crucial. Let’s look at 10 significant
benefits of SEO for your business, and how you can realize
them
It Boosts Your Credibility
A site that ranks high on search engine results pages is
typically considered high-quality and trustworthy by search
engines, and this, in turn, boosts the credibility of your
business. Spend time improving and adding content to your
site, increasing your site speed and researching keywords to
help your site rank even higher.
It Doesn’t Have To Cost You Anything
Apart from time if you handle it yourself, SEO does not cost
anything like other marketing strategies such as pay-per-click.
Search engines crawl your site 24/7, promoting useful content
and helping you find new customers organically. To make the
most of your SEO efforts, allocate some of your time to
reviewing the content on higher ranking sites within your
niche, and aim to write content that’s better than theirs. Then,
share your content on your social platforms.
It Supports Content Marketing
Original content and SEO work hand in hand; by creating
helpful content for visitors, including text, images and videos,
your site will rank better in search results. But SEO can
support your content marketing efforts too. Make sure that
your content is high quality and optimized for keywords you
want to rank for, and since search engines like freshness,
update your content regularly.

It It Maximizes PPC Campaigns

Unpaid (SEO) and paid marketing strategies (PPC) work
fantastically well together. PPC helps your site appear at the
top of paid search results, while SEO does the same thing
organically. Having both results appear at the top of the
search engine results page boosts your brand’s credibility and
shows that you are not merely throwing money at advertising
to be on top. You can use SEO to maximize your PPC
campaigns — for example, a high-ranking page may do even
better if you use it as part of PPC advertising, especially if the
keyword has a low cost-per-click.
It Gives You A Competitive Advantage
Your competitors will likely be investing in SEO, which
means you should too. Those who invest heavily in SEO often
outrank the competition in search engine results and gain
market share. If you consider that results on the first page of a
Google search get over 90% of traffic, you cannot afford not
to be there, especially if your competitors are. Start by
identifying your competitors, analyzing their strengths and
weaknesses, and creating and managing your online
reputation. Then, ensure that your site loads fast and is
mobile-friendly, make the best content possible, and focus on
providing the best user experience
 FEASABILITY ANALYSIS

Product Fesability
Demand
SEO professionals are in high demand, as companies need
search optimization in order to compete in most niches
Nevertheless, the global SEO services market is expected to
reach $103.24 billion in 2028 from $50.45 billion in 2021,
indicating that the demand for SEO is still on the rise. Various
digital marketing channels have risen in popularity, giving
businesses more ways to boost their online presence.
SEO will continue to exist for a long time because social
media and search engines will more than likely merge. In fact,
Facebook has already begun to do this, with an average of
over 1.5 billion searches every day, while Twitter has joined
in partnership with Google.
Features
 Keyword research and rank tracking;
 Page-level SEO analysis;
 Content optimization analysis;
 Link (also called backlink) analysis and
acquisition/removal;
 Site error detection;
 Organic search traffic market share;
 Competitive analysis;
 International search results and rank tracking;
  Internal cross-linking; and
 APIs for third-party data integration and management, as
well as for export to other analysis tools.

USP
Google processes trillions of searches per year, which equates
to billions of searches each day. How do they decide what is
the most promising result for every single one of that
staggering volume of questions?
Experience shows that you don’t have to be a huge website
for a major brand to rank in the top spot for a given query.
Google doesn’t care which sites show up high in SERPs, as
long as the page lives up to user expectations, which is
something they measure on a tremendous scale. That begs the
question: What is it that makes a page stand out, as far as
Google is concerned? Why do pages rank in Google in the
long term?
Ask why?
Google factors in hundred of signals when calculating a
website’s ranking for queries in Google Search. These include
everything from site speed to inbound links to page content.
Above all, however, Google seems to favor sites that are
popular with users. Google Search loves websites that users
love.
How that user satisfaction is objectively measured — on a
tremendous scale — is both very complex and a tightly
guarded industry secret. Hence, that information alone doesn’t
initially help site owners to improve their site rankings. What
does help is taking a step back and asking a few highly
relevant questions:
Why should Google rank my website above other sites?
What is it that makes the site better, more valuable to users,
than other competing sites?
What can compel users to favor my site over competing
alternatives?
These are tough questions, especially if their conclusions
point toward an uncomfortable reality that there’s really
nothing that makes the site or online business stand out. After
all, there’s little reason why users and/or Google should favor
a website which doesn’t offer anything that isn’t readily
available elsewhere. In that situation, lasting organic Google
Search visibility can only be considered a viable goal upon
revising the business model as a concept.
However, most businesses do provide a unique selling
proposition, many in more than just one way. Demonstrating
that unique selling proposition on every single landing page is
where the crux lies.
What needs to be done
Identifying the unique selling proposition can be a challenge,
but it is a less daunting task if you have intimate familiarity
with the product or service. Maintaining a constant dialogue
with users, aka your customers, is an additional plus.
Successful companies in Google SERPs (and beyond)
typically demonstrate more than just one clear-cut unique
selling proposition. Netflix combines an unbeatable price-to-
value ratio paired with ease of use. Amazon wasn’t the first
online warehouse, but it made a name for itself as a
trustworthy place with a very large selection of products that
are delivered swiftly. Booking.com provides a tremendous
selection of accommodations, which can be reviewed based
on user feedback, location, price range and so on.
All of these example brands have, over time, become almost
synonymous with their respective niches. Because of their
brand recognition factor, they do not need to rely only on
users evaluating their unique selling proposition in search
listings. Smaller brands, however, to need to continually
highlight why they are what the user is looking for. That is
why, for most online businesses, the first.
 Application

 Builds trust and credibility. …

 Provides a competitive advantage. …
 Reaches more people. …
 Supports content marketing. …
 Ranks better in local searches. …
 Understand web environment. …
 Relatively inexpensive. …
 Get quantifiable results.
 Technical Fesability

Competitive edge

 It Boosts Your Credibility. …

 It Doesn’t Have To Cost You Anything. …
 It Supports Content Marketing. …
 It Maximizes PPC Campaigns. …
 It Gives You A Competitive Advantage. …
 It Can Help You Reach More People.
 Resources

 Google Webmaster Central Blog.

 WebmasterWorld.
 SEMrush Blog.
 The Moz Blog.
 Yoast SEO Blog.
 Search Engine Roundtable.
 Search Engine Land.
 The SEM Post.
  SWOT ANALYSIS

SWOT analysis for SEO

 Strength
What is unique about your website? How strong is your
website’s Trust Score? How old is your website? How many
high quality backlinks are pointing to it? Is it heavy on
content? Does it enjoy lot of visitors already? SEO strategy
will start from identifying the strength of your website.

 Weaknesses
What are the weaknesses with your website? Are you a niche
website or a generic website competing with big players? Is
your website low on trust score with respect to your
competitors? Is your website thin on content? Is it loading too
slowly? Are you targeting keywords which are already being
dominated by bigger players?

 Opportunities

This is the critical bit for any SEO strategy. Once you have
identified the strengths and weaknesses of your website, the
next task is to find the gaps in the market where you can
score. Are your competitors not targeting a very relevant
keyword which can bring in lot of targeted visitors to your
site? Can you think local and dominate search engines where
your customers are not optimising? Are your competitors
missing out on long tail keywords because they do not blog
enough? Do you see a shift in search trends which your
competitors are unaware of? All this will present opportunities
for you to capitalize on for success in the mid-term.
  Threats
How quickly can bigger players catch up to you? If a big
player takes you head on for one of your most important
keywords, you might lose the battle because bigger trusted
players have a lot of advantage in search results. Will the next
Google Panda update hit your site’s ranking? Are you putting
all your eggs in one basket (depending on search only) or
diversifying traffic sources? A thorough website audit and
keyword research will help you do SWOT analysis for SEO.
This will help you prepare a game plan that you can execute
for the next 6 months and see the impact.

 Conclusion
A good SEO strategy is rooted in solid marketing principles.
Effective industry and competitor analysis is a must to create
a successful SEO campaign. Build your strengths, work on
your weaknesses, capitalise on opportunities and be careful of
impending threats and you are sure to get more business from
Google search.
INDUSTRY FESABILITY
Industrial attractiveness

ORGANIZATIONAL FESABILITY

ESSENTIAL M’s
Men :- we need two or three men

Material :-
Material is an intangible.

Machine :-
Laptop

Money :-
Only 100000 will be required to start the business

Management :-
Basic management
 HR PLANNING

There will be two members who will be capable enough

to manage and handle marketing , clients and technical
aspects

 One person will be handling the meetin with clients

and marketing.
 Another person will be handling the technical
aspects.
 Financial Fesability

Capital Required :-

PARTICULARS QUANTITY APPROX.

AMOUNT
COMPUTER 2 1,00,000

INTERNET 1200

SALARY 2 30000

MISCELLANEOU 5000
S EXPENSES

Total 136 200 rupees are required out of those 36200

rupees are monthy requirement as computer and other
are one time expenses
 COST OF SERVICE

 Few different factors determine the average cost of SEO

services, including :

 The agency or consultant’s pricing model

 The agency or consultant’s experience
 The goals of the SEO campaign
 The timeline of the SEO campaign
 The tools, software, or resources needed

Whenever you’re looking at search engine optimization costs,

remember that SEO is an investment. You’re setting your site
up for success by making it more visible on search engines,
which will help your business get more traffic, leads, and
sales.

Compared to other digital marketing strategies, like pay-per-

click (PPC) advertising, SEO is a long-term investment in
your company’s success. It will continue to deliver a return on
investment (ROI), while other strategies, like PPC, stop
providing results as soon as you stop spending.

That’s why, when looking at the cost of SEO, focus on

partnering with a qualified and experienced partner versus the
cheapest provider available. Low-cost SEO won’t benefit your
business. In fact, it could harm it by getting your site removed
— permanently — from Google search results.
FINANCIAL PLANNING :

Initial capital required is nearly 1.36 lakhs

Owned capital : 86000 will be introduced by owner in the

business.

Borrowed capital : remaining rupees 50000 will be borrowed

from bank i.e. BANK LOAN
Marketing Plan

MARKETING PLAN

Product

Making people aware about benefits of SEO through every

medium possible.
Price
Rapid penetration strategy : Low Prices , High promotion.
Time based pricing : Price according to season of groceries

Promotion
Being a new business company cannot afford to advertise on
TV , News paper but local advertising will be adopted through
brouchers , pampletes distribution and digitally through social
platform like twitter , instagram , linkedIn , facebook etc.

PLACE
Company will cover few main area of Delhi and NCR

 GREATER NOIDA
 NOIDA
 FARIDABAD
 NEW DELHI
 GHAZIABAD
STP ( SEGMENTATION , TARGETING AND
POSITIONING)

SEGMENTATION
Demographic segmentation will be opted with niche
marketing
Market is segmented on the basis of income , type of
business , size of operation etc

TARGETING
Target group will be consumers : specifically
 New open companies
 Companies facing loss due to lack of interaction

POSITIONING
Efficient delivery of services.

DESCERIPTION