PROJECT REPORT

ON

SEARCH ENGINE OPTIMIZATION

AT

UNDER THE GUIDANCE OF

Mr. RAVI SHEKHAR GIRI
(Faculty MBA)

SUBMITTED IN PARTIAL FULFILLMENT FOR

THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

AVINASH ROY
1743170007

B.N. COLLEGE OF ENGINEERING AND TECHNOLOGY

LUCKNOW

2018-19

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 B.N. COLLEGE OF ENGINEERING AND TECHNOLOGY

LUCKNOW

RECOMMENDATION

This is to certify that the project report entitled “SEARCH ENGINE

OPTIMIZATION”, submitted by Avinash Roy towards partial fulfilment for
the award of degree of Master of Business Administration (Marketing and
Humar Resource) from B.N. COLLEGE OF ENGINEERING AND
TECHNOLOGY affiliated to Dr. A.P.J. Abdul Kalam Technical University Uttar
Pradesh, Lucknow, is a satisfactory account of their work based on syllabus and is
recommended for the award of the degree.

Mr. Ravi Shekhar Giri Prof (Dr.) Smriti Srivastava

PROJECT GUIDE HEAD OF DEPARTMENT

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 DECLARATION

I am Avinash Roy the undersigned, student of BNCET, Lucknow; declare

that this project report titled “Search Engine Optimization” is submitted in
partial fulfillment of the requirement for the summer internship project
during the course of Master in Business Administration. I also declare that
this is my original work and has not been previously submitted as part of any
other degree, diploma of another B-school or University. The findings and
conclusions of the data in this report are based on my personal study, during
the tenure of my summer internship.

NAME:
AVINASH ROY

ENROLMENT ID:

174317013779

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 Acknowledgement

My training at “ETL LABS Pvt. Ltd.” was extremely enriching. I was

given an opportunity to work in close association with our seniors and was
benefited tremendously with the interaction we had with them during the
course of our project.
I am thankful to Mrs. Richa Singh Digital Marketing Manager at Etl Labs
Pvt. ltd. Lucknow.
I extend my special gratitude to our Director Dr. Ashutosh Dwivedi for
inspiring me to take up this step to do the internship and for his able
guidance and support in completing this internship.
I am thankful to my project guides Mr. Ravi Shekhar Giri (Faculty
MBA) for kind support and supervision under whose kind & constant
guidance I had the opportunity to expand my horizons and view the various
problems from different prospective. I am also thanking her for sparing her
valuable time to listen my problems and difficulties faced by me during the
completion of this project report.

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 ABSTRACT

Search engine optimization (SEO) is the process of affecting the visibility

of a website or a web page in a web search engine's unpaid results. It is the
process of getting traffic from the “free,” “organic,” “editorial” or
“natural” search results on search engines.

Search engine optimization is a strategic technique to take a web document

in top search results of a search engine. Online presence of an organisation
is not only an easy way to reach among the target users but it may be
profitable too if optimization is done keeping in view of the target users as
of the reason that most of the time users search out with the keywords of
their use (Say; PhD in web technology) rather than searching the
organisation name, and if the page link comes in the top positions then the
page turns out to be profitable. This work describes the tweaks of taking
the page on top position in Google by increasing the Page rank which may
result in the improved visibility and profitable deal for an organisation.
Google is most user friendly search engine proved for the Indian users,
which gives user oriented results .In addition, most of other search engines
use Google search patterns; so we have concentrated on it. So, if a page is
optimised in Google it is optimised for most of the search engines.

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 TABLE OF CONTENTS

TITLE

ABSTRACT

1. INTRODUCTION

1.1 Preamble
1.2 Project Objectives
1.3 Scope
1.4 Salient Features
1.5 Outline

2. LITERATURE REVIEW

3. ANALYSIS
3.1Conception Phase
3.1.1 Detailed Problem Desciption

3.2 Feasibility Analysis

3.2.1 Technical Feasibility
3.2.2 Economic Feasibility
3.2.3 Operational Feasibility

3.3 System Requirements Analysis

3.3.1 Platform Specification
3.3.2 Functional Requirements
3.3.3 Business end Requirements
3.3.4 Non- Functional Requirements

3.4 Risk Analysis

4. PLANNING

4.1 Project Planning

4.1.1 Project Resources
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4.2 Project Team Organization

5. DESIGN

6.IMPLEMENTATION

7. CONCLUSION
7.1 Summary
7.2 Limitation
7.3 Future Scope

8. ABBREVIATION

9. REFERENCES

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 CHAPTER 1
INTRODUCTION
1.1 PREAMBLE
World Wide Web has given all the businesses and
organisations a large platform to sell and advertise
there products and services. But with ease to outreach
available to each one of them the competition has
risen even more. There is no doubt a large audience
they can now target but they are not the only ones who
can do so. There are ample of websites that deal with
the same product/service which a particular
organisation is dealing with. Even a well modelled,
structured and interactive website might fall in the
hands of increasing competition.
In today’s world where all major businesses have gone
online, if your website is not listed among the top few
pages of search results, your business can suffer major
setbacks. Search engine optimization (SEO) is to the
rescue. It enables you to not only get listed on Search
Engine Results Page (SERP) but also expand your
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business. Also studies have proved that it can boost
the number of visitors on your website by 400% and
customer conversions by 100%.
With this project we wish to make one such attempt to
achieve the listing of the website which we are going
to make among the top few pages of the search engine,
primarily Google; the reason behind this being the fact
that most of the other search engines use Google’s
search pattern. So, if a page is optimised in Google it
is optimised for most of the search engines.

1.2 PROJECT OBJECTIVES

The purpose of the project is to optimize the website
using various search engine optimization techniques
and get it listed among the top pages of Google.

The goals of the project are:

1. To get the website listed in the top pages of the
search engine.
2. To build an interactive, user friendly website.
3. To make the website rich in graphics to enhance
its target audience.
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 4. To decrease the competition of the organization
behind the website.
5. Understanding both the abilities and limitations
of search engines.

1.3 SCOPE
The project will include making of a user-friendly
and interactive website based on experiences and
reviews’ sharing and providing the users to get an
idea about the same in a very unique and

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 interesting way. This process would also include
buying of a domain name as well as web hosting for
it. This will be preceded by an exhaustive keyword
research on our part. The website would include
original content by all the reviewers and this will be
ensured by the site admin.

Once the website goes live various SEO techniques

(off-page) would be applied to constantly improve
and/or maintain the ranking of the website in the
SERP.

Apart from this we will be using Google web

analytics to constantly monitor the site speed, site
content, search engine traffic, bounce rate, clicks
per page, etc.

1.4 SALIENT FEATURES

1. SEO will help the website to achieve a higher

rank in the SERP.
2. SEO helps the owner of the website boost the
number of visitors by 400%
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 3. It will help the customer conversions to increase
by 100 %.
4. SEO will ultimately help in increasing the profit
of the website’s owner.

1.5 OUTLINE
1.We will build an interactive website and perform
search engine optimization for the same.
2. We will buy an appropriate domain name as well
as web hosting for the website.
3. This will be preceded by an exhaustive keyword
research on our part.
4. There are mainly two kinds of SEO techniques i.e.
on-page SEO and off-page SEO which will help
the website rank higher.
5. Apart from this we’ll be using Google analytics to
know about the status of the website in terms of
viewership, speed and content.

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 CHAPTER 2
LITERATURE SURVEY
This chapter deals with overall survey of our project.
In today’s competitive market SEO is more important
than ever. Search engines serve millions of users per
day looking for answers to their questions or for
solutions to their problems. If there is a web site, blog
or online store, SEO can help the business grow and
meet the business objectives.

Search engine optimization is essential because: The

majority of search engines users are more likely to
choose one of the top 5 suggestions in the results page
so to take advantage of this and gain visitors to your
web site or customers to your on-line store you need
to rank as higher as possible; SEO is not only about
search engines but good SEO practices improve the
user experience and usability of a web site; Users trust
search engines and having a presence in the top

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positions for the keywords the user is searching
increases the web site’s trust.

In this process the website undergoes redevelopment

to make our keywords effectively communicate with
major search engines. This work is done by SEO
(Search engine optimizers), it targets image search,
academic search, local search, video search.
Optimising a page involves editing contents & HTML
codes in order to increase its relevance to specific
keywords and proper indexing in search engines .The
contents and coding are edited keeping in view of the
indexing pattern of the search engines which are done
by a crawler named Googlebot in Google. It is the
most powerful way to reach to reach the customer as
we meet them when they are in need. Most of the
users find the target websites during their search.

A websites SEO result is based upon relevance and

authority. To construct this relevance original content
needs to be created in an ongoing capacity to enable
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the development of communities who seek and share
the content with others. The more relevant and
authentic content a website has, the better search
engines will rank it for specific matching keywords
.Implementing strong SEO tools will radically
enhance the quality and quantity of traffic to a
website. It will additionally boost a business’s
visibility and credibility on the web. SEO is tedious
and time consuming and it is continually changing.

Web Analytic tools gather data for the intention of

understanding and optimizing website usage. Analysts
utilize this data to supply clients with the right
information about their website to improve

1
0

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their business. Google Analytics is among the top
three tools in web analytics; the other two being:
Adobe (Omniture) SiteCatalyst and IBM Digital
Analytics. It allows us to observe the comparison
between the tools price, features and rating. Users
don’t require one tool for analytics, a different for
keyword optimisation and a further for pay-per-click
(PPC) management, ahead of the extra manual
activities they perform. These top web optimisation
tools allow for a complete analysis.

The most complete SEO software provides:

• Tips and customized intelligence for optimizing
the website for higher search rankings
•Keyword mining to help find the best keywords
•Search engine submissions
•Linking optimization solutions
•Paid search management (Google Adwords)
•Visitor analysis
• Site maintenance tools to diagnose broken links,
unresponsive pages and other issues.
• Comprehensive, detailed and customizable
reporting.
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 Users wish to identify measurable results, with
increased leads and improved sales. Intended for
the top SEO tools reviewed in the table, the criteria is
based on the average SEO features, and essentials that
make each one stand out from the others. The
functionality of the ‘help and support’ for each tool, is
furthermore assessed.
Order of the process is more or less the following:
1. Keyword identification
2. Situation analysis
3. Competitor analysis
4. Recommendation report
5. Implement recommendations
6. Evaluate impact

And this process continues in a cyclic manner to

ensure that the website maintains and/or improves its
position.

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 CHAPTER 3
ANALYSIS
3.1 CONCEPTION PHASE
3.1.1 DETAILED PROBLEM DESCRIPTION

Users use search engines for most of their queries

but they only prefer the results available on first
page and 2-3% of users go on further pages (except
Researchers), Now imagine if the page of an
organization is on 2-3rd or 4th page then the
business which can be generated from that page
has a very less change to return and user will prefer
the page coming on the 1st page. Trillions of web
pages are indexed per day in a search engine.
There are millions of search per day .Most of the
visitor’s visit the website by hitting the links
available in search engines and believe that
companies found on the top results are the best
brand in their product service and category. These
clues make it very clear that if an organization
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 wants to go on top in their sales then they should
concentrate in getting their page widely available
in the search engines. And so SEO is a must. For
example, if someone wants to use cab services and
is unknown to the place where he is now, normally
if he/she is a techie searches for cab services with
the name of city and hit the top 10 links and use
one of these. Getting a very good response in very
short span of time in this particular case is very
necessary for the customer and to be on top results
of a search engine is necessary for a website so
that the customer can easily access it and
ultimately let it make profits.

3.2 FEASIBILITY ANALYSIS

3.2.1 Technical Feasibility

Technical Feasibility assesses the current resources

and technology, which are required to accomplish
the goals within the allocated time and for this, the
team ascertains whether the current resources and
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 technology can be upgraded or added to
accomplish specified requirements.

Technical feasibility of the product has been

studied under following heads:

(i) Hardware availability - This project requires

any device with internet connection. (Here we
will be using laptops for testing purpose)
(ii) Platform Independence – This project will be
platform independent since its website can be
accessed with the help of internet on any platform.
(iii) User friendly - As the website’s interface will
be built on wordpress which has rich user interface
tools and for its SEO, Google analytics which is a
free service provided by the Google will be used ,
this system will definitely be user friendly.
As hardware availability and user friendly nature
of this project is possible to achieve, this system is
technically feasible.

3.2.1 Economic Feasibility

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This project requires a domain name and web
hosting for constructing the website and further
deploying it.

(i) Hardware cost – There is no hardware cost

associated with this. However, a domain name
and web hosting is needed to host the website. So
it will result into some minimal charges.
(ii) Software cost - Software needed for
development of this website are open source
software i.e. wordpress. Hence, there is no cost
associated with them.
As hardware cost are very low and as software
are freely available, this system is economic
feasible.

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3.2.2 Operational Feasibility

Operational feasibility is a measure of how well a

proposed system solves the problems. We know
without SEO where a website will lie and after SEO
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how much its usability will increase Thus the system
is operational feasible.

3.3 SYSTEM REQUIREMENTS ANALYSIS

3.3.1 Platform specification
This project will be platform independent since its
website can be accessed with the help of internet on
any platform. But to deliver high levels of reliability,
availability and serviceability the configuration
needed is as follows:

(i) Hardware Specification: Any device with

internet connectivity is required.
(ii) Software Specification: The above mentioned
device must contain a well updated web browser
to run the website and implement the SEO
techniques and software.

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 3.3.2 Functional requirements
Project shall have a website on travel blog which
appears among the top searches of a search engine
whenever a person searches something related to
this stuff.

1. Website shall have only original content

from the authenticated users and reviewers.

2. The website once deployed shall maintain its

ranking in the SERP with the help of SEO
techniques.

3. Website shall have its content as per the

Google algorithms so that web crawlers can
display this website on the necessary
searches.

3.3.3 Business end requirements

1. Website should recover its ranking in case of
any failure.
2. Website shall have an option of including new
techniques so as to maintain its ranking.
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 3.3.4 Non-functional requirements

This section specifies the required system quality

factors that are not related to the specific functional
requirements. These requirements are always required
to be fulfilled.

(i)Safety and Security: The admin will keep a check

on the original content being posted by the reviewers
and also has to ensure that this does not get copied.
There will a method to conform to the copywriting
issues of the content.

(ii)Performance: This subsection checks the fact that

our interface must perform in a way user expects. It is
also associated with the speed with which the system
shall function.

(iii)Reliability: The target audience must rely on the

matter displayed on the site as the content won’t be
plagiarized and will the reviewer will rely on the
website so as not to disclose their identity on any
other platform without the it’s consent.
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(iv)Reusability: Since the content posted on the
website is original in nature; each time anybody visits
the site would get the idea about the particular
experience. Hence the content never gets outdated.
Also in case of any changes to the fact mentioned in
the post the admin will make sure to have as little a
difference in the description and reality as possible.

3.4 RISK ANANLYSIS

An engineering project is expected to produce a

reliable product, within a limited time using limited
resources. Any project however runs the risk of not
producing the desired project, overspending its
allotted resource budget or overrunning its allotted
time. Although there has been considerable debate
about the proper definition for the software risk there
is general agreement that risk always has two
characteristics:

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(i) Uncertainty: The event that characterizes the
risk may or not happen i.e. there is no 100%
guarantee that risk will occur. And in our project we
may suffer from the risk of not getting the top ranking
in the SERP if some technique goes wrong i.e. we
might end up landing on the last search pages if the
content or the technique is not right.

(ii) Loss: If the risk becomes a reality, unwanted

consequence or losses will occur i.e. we might not get
the top listing.

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 CHAPTER 4

PLANNING

4.1 PROJECT PLANNING

The objective of project planning is to provide a
framework that enables the manager to make
reasonable estimates of resources, cost and schedule.
These estimates are made at the beginning of the
project and are updated regularly as the project
progresses.

4.1.1 PROJECT RESOURCES

(i) Human Resource:
Project Guide: Mr. Ravi Shekhar Giri
(ii) Hardware Used:
Device: Any computing device having internet
connection.
(iii) Software Used
A web site development tool would be used for
building up of the website to ensure that the site
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 stands in the competition with the market
oriented sites.
Various SEO implementation tools that provide
web analysis.

4.2 PROJECT TEAM ORGANIZATION:

Our project team organization is both formal and
informal. All the team members have formal
relationship with project guide and informal
relationship with each other. We are using democratic
centralized team structure because there is no
permanent team leader, rather task coordination for
short duration; decisions on problems and approach
are made by group consensus.

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 CHAPTER 5
DESIGN

The designing phase of our project involves designing

of our website for the purpose of search engine
optimization. After the keyword analysis, a theme for
the website was selected.

The website would be based upon travel and tourism.

For good SEO, the content of the website plays a
crucial role. Hence, we aim at building a website that
is different from the rest, thereby reducing the
competition for search engine optimization. The
distinguishing feature of our website that sets it apart
from the rest of travel and tourism websites is that we
intend to share specific travelling experiences and
review them instead of describing the itinerary of a
visit.

The viewers will be facilitated to enquire about the

experiences further from the author, through a
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comments section, that will enhance the informative
content on the website.

The website built is in sync with the rules for on page

optimization, complying with techniques like meta
title, meta description, optimizing images, responsive
web pages, xml sitemaps, webmasters etc

Content plays a key role and hence the following has

been ensured in making of this project:
1. Content should be unique.
2. Content should be original and not plagiarized.
3. Content must be long enough, at least 500 words
minimum for each article.
4. Keyword density must be 3 to 5 percent.
5. Content should have visual appeal and must be
interactive in nature.
6. It must contain embedded images, tables, info
graphics and videos along with text to ensure
increased understanding and interest of the viewers.
7. Webmasters should regularly check their websites
for typos, broken links, and images that do not load
correctly.
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8. Site must include a sitemap for easy navigation
for the users, along with an xml sitemap for the web
crawlers of different search engines.

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.
.

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 CHAPTER 6
CONCLUSION
The project revolves around the specific domain of
search engine optimization which comes under the
umbrella term of Digital Marketing. The purpose of
the project is to be very efficient and an effective so as
to attain a substantial rank. And hence discovering and
implementing ways to increase the probability of
finding a good listing. The report explores all aspects
of the system. This will enhance the overall
understanding of the technique and its usage in a very
practical manner.

6.1 Summary
This project report aims to acquaint the reader with
the novel methods of search engine optimisation for
driving more and more users to the website. We would
use the aforementioned methods continuously and
discover more and more users accessing our project
website. In addition to it we aim to get sub links that

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are assigned by Google which is assigned to a website
which has more number of users. Although the
technique of SEO isn’t that new but it’s utility in the
present times has increased a lot with the emergence
and widespread acceptance of e- commerce.

6.2 Limitations
Everything in the technical world is transitory. Each
day a new technology is known to the world. With this
increases the competition. Unpaid SEO is all about
constant effort to get the competition going, to
indefinitely monitor and work as long as the site exists
and to get the results. Hence, the biggest limitation is
the all-time effort to maintain the rank, to be aware of
all the new techniques in the market and to have a
constant check on the competition.

6.3 Future Scope

As a future work we would to understand and develop
tools which can add the site to a search engine
whenever user wants and can remove the sites which
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are not good. We would try to have the page rank of
the site being improved. It would be a great task to
have the site listed immediately after the paid-SEO
sites.

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 ABBREVIATION

SEO – Search Engine Optimization

SERP – Search Engine Result Page

HTML – Hyper Text Mark-up Language

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 REFERENCES
http://www.aayanconsultancy.in/
https://freetools.seobility.net/en/seocheck/www.aayan
consultancy.in
http://tools.neilpatel.com/en/analyze/www.aa
yanconsultancy.in
https://seositecheckup.com/seoaudit/www.aa
yanconsultancy.in
https://smallseotools.com/website-seo-score-checker/

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