Digital Marketing

A major project submitted for the award of degree

BACHELOR OF TECHNOLOGY in

COMPUTER SCIENCE AND ENGINEERING

Submitted by:
Amit Singh
1506577

June 2019

Under the guidance of

Mr. Aman
SEO Expert

GURU GOBIND SINGH COLLEGE OF MODERN TECHNOLOGY,

KHARAR

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 CANDIDATE'S DECLARATION

I Amit Singh hereby declare that I have undertaken 6 months Digital Marketing Training at

“Excellence Technology” during a period from Jan 2019 to June 2019 in partial fulfillment of

requirements for the award of degree of B.Tech. (Computer Science & Engineering) at GURU

GOBIND SINGH COLLEGE OF MODERN TECHNOLOGY, KHARAR. The work,

which is being presented in the training report submitted to Department of Computer Science

&Engineering at GURU GOBIND SINGH COLLEGE OF MODERN TECHNOLOGY,

KHARAR is an authentic record of training work.

Signature of the Student

Amit Singh

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 ABSTRACT

In this world of digitization, digital marketing is a vogue that is sweeping across the whole

world. The trend of digital marketing is growing day by day with the concepts of Internet

marketing that is turning into an important platform of digital marketing along with the

electronic gadgets like the digital billboards, mobile, tablets and smartphones, gaming

consoles, and many such gadgets that help in digital marketing. Flipkart with its innovative

digital marketing has created a niche market in online stores competing with the conventional

stores showing the power of online marketing. The case study analyses how Flipkart.com has

brought in an array of digital and online marketing strategies to succeed and make it big in the

digital marketing sector. The case also discusses how Flipkart has had a huge success in the

online marketing sector as they brought in new insights into the digital marketing field. And a

few years from now it will be eventually seen that conventional marketing being replaced by

digital marketing. Digital marketing is going to be top on the agenda of many marketers, and

they might be looking for innovative ways to market online, reduce cost per lead, increase

click-through-rates and conversion rates, and discover what’s hot in digital marketing.

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 ACKNOWLEDGEMENT

I would like to place on record my deep sense of gratitude to Mr. Deepak Kashyap, Training

Advisor, Excellence Technology for his generous guidance, help and useful suggestions.

I also wish to extend my thanks to Mr. Aman Sir and other workers for guiding and providing

the knowledge related to the project.

I am extremely thankful to Mr. Rajan Sachdeva HOD, CSE, GGSCMT, Kharar, for valuable

suggestions and encouragement.

Signature of Student

Name: Amit Singh

Roll No.: 1506577

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 Company Profile
Company Name: Excellence Technology
EXCELLENCE TECHNOLOGY (ET) is India based leading strategic IT Company offering

integrated IT solutions with the vision to provide Excellence in a software solution. We at

EXCELLENCE TECHNOLOGY bring innovative ideas and cutting edge technologies into the

business of customers. EXCELLENCE TECHNOLOGY is having rich experience in

providing high technology end to end solutions in DIGITAL MARKETING AND WEB

DEVELOPMENT.

EXCELLENCE TECHNOLOGY managing global clients across various business verticals

and align IT strategies to achieve business goals. The various accreditations that we achieved

for every service, we offer to reflect our commitment towards quality assurance. ET has won

the NATIONAL AWARD for 2015-16 for the highly appreciable contribution in the field of

computers from Hon'ble Education Minister Of Punjab Dr.Daljit Singh Cheema.

We feel pleasure to acquaint with our company as a pioneer in the field of Software

Development & Industrial Internship. Our Company involves in Software Development, Web

Designing, Industrial Training, Corporate Training, Consulting, Web development and

Promoting outstanding products of various companies. We have substantial experience in

Analyzing, Designing, Developing, Testing, Implementing and Supporting projects. We

have a global footprint in providing the EXCELLENCE TECHNOLOGY companies of US,

UK, France, Ireland, Canada and Australia with quality and timely Web Development

and Digital Marketing services.

The vision of this company is to be a Leading information risk assessors by protecting the

client organization's information system from threats and vulnerabilities. To achieve the

development objective to the best-established practices, recognized standards worldwide,

Regulatory and also the statutory obligation of the region in which organization is operating.

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Services of Excellence Technology:

• Digital Marketing

• PHP

• Web Designing

• Android

• Java

• Python

• Software Testing

• Industrial Training

Reasons to choose Excellence Technology:

• Hundreds of Clients & Nearly a Decade of Experience

• Goal Oriented, ROI-Driven Focus

• A Streamlined / Quality-Driven Process

• Talented Designers & Expert Developers

• Our Websites & E-marketing Platforms are Easy to Manage

• We Are Dedicated to Our Clients’ Success

• Skilled Workforce

• Cost Efficiency

• Quality Of the Product

• Partnership

Key Professionals:

Our Technical team of professionals handling, designing & delivering of projects has a strong

presence in North India & the US. Our engineers are already working on the latest technologies

like I-Phone & Android Applications, Robotics, VLSI-VHDL, Embedded System,

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Networking and Cloud computing. And other fields like Finance HR and Business

Department we are providing services. Some of the key professionals and advisors are

listed below:

• Mr. Deepak Kashyap: (Branch Manager)

• Ms. Nisha: (Dean Academics)

• Mr. Narinder Singh: (Technical Head - Python & GIT HUB)

• Miss. Anjali: (Sr. Counselor)

• Mr. Rajat Kumar: (Mechanical Head)

• Mr. Paramveer Singh: ( Mobile Application & Web Developer)

Company Mission:

To Protect Client's information system by Detecting Threats, Deterring Attacks, and provide

the best solution in the ever-changing Info-Security Challenges. We accomplish this by

integrating our People, Process, and Technology in the most efficient way to increase value for

all stakeholders.

Company Address:

Corporate Office: Plot No.- C-133, First Floor,

Near PCL Chowk, Phase 8, Sector 72, Mohali.

PH.:0172-4788822, 93177-88822, 90232-00555

E-MAIL: [email protected],

URL:www.excellencetechnology.in

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 List Of Figures

S. No. Figures Caption Page

No.
1 1.1 Introduction 12
2 1.2 Digital Marketing Channels 13-15
3 2.1 What is SEO? 19-22
4 2.2 On Page Optimization 23-26
5 2.3 Off Page Optimization 27-33
6 3.1 What is Social Media 36
7 3.2 What is SMO? 37-39
8 3.4 SMO Strategy for Business 41
9 3.5 Benefits of SMO 42
10 3.6 Tools for SMO 43
11 4.1 Result 44
12 4.2 Discussion 45

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 List Of Abbreviations

S. No. Abbreviations Details

1 SEO Search Engine Optimization

2 SEM Search Engine Marketing

3 SMO Social Media Optimization

4 SMM Social Media Marketing

5 PPC Pay Per Click

6 CPC Cost Per Click

7 ROI Return on Investment

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 CONTENTS
Title Page No.
Certificate of company I
Candidate Declaration II
Abstract III
Acknowledgement IV
Introduction to company V-VII
List of Figures VIII
List of Abbreviations IX

CHAPTER 1 : INTRODUCTION TO DIGITAL MARKETING 10-16

1.1. Introduction 10
1.2. Digital Marketing Channels 11-13
1.3. Objective of study 14
1.4. Scope of study 15
1.5 Research methodology 16

CHAPTER 2 : Search Engine Optimization (SEO) 17-33

2.1. What is SEO? 17-20

2.2. On Page Optimization (SEO) 21-24
2.3. Off Page Optimization (SEO) 24-32
2.4. SEO Tools 32-33

CHAPTER 3 : Social Media Optimization (SMO) 34-41

3.1. What is Social Media? 34

3.2. What is SMO? 35-37
3.3. Difference Between SEO and SMO 38
3.4. SMO Strategy for Business 39
3.5. Benefits of SMO 40
3.6. Tools for SMO 41

CHAPTER 4 : RESULT AND DISCUSSION 42-43

4.1. Result 42

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 4.2. Discussion 43

CHAPTER 5 : FUTURE SCOPE AND CONCLUSION 44-45

5.1. Future Scope 44

5.2. Conclusion 45

REFERENCES 46

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 CHAPTER 1: INTRODUCTION TO DIGITAL MARKETING
1.1. Introduction

Project Title : Promotions of Business and Brands on different Search Engines

Project Duration : 6 Months
Project Category : Search Engine Optimization (SEO)

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.
Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social media
marketing are same but not same, be clear from beginning itself. Digital marketing ecosystem
consists of internet marketing and social media marketing.

Classification of Digital Marketing

• Pull Marketing
• Push Marketing

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Pull Marketing : Pull digital marketing technologies involve the user having to seek out and
directly grab (or pull) the content via web searches. Web site/blogs and streaming media (audio
and video) are good examples of this. In each of these examples, users have a specific link
(URL) to view the content.

Push Marketing : Push digital marketing technologies involve both the marketer (creator of
the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital
marketing. In each of these examples, the marketer has to send (push) the messages to the users
(subscribers) in order for the message to be received.

1.2. Digital Marketing Channels

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic search,
news search and industry-specific vertical search engines.

Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through

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optimization and advertising. SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.

Social Media Optimization (SMO)

Social media optimization (SMO) is the process of increasing the awareness of a product, brand
or event by using a number of social media outlets and communities to generate viral publicity.
It includes using RSS feeds, social news and bookmarking sites, as well as social media sites
and video and blogging sites. SMO is similar to SEO (search engine optimization) in that the
goal is to drive traffic to your Website.

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Social Media Marketing (SMM)

Social media marketing (SMM) is the process of gaining website traffic or attention through
social media sites. This programs usually center on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product, service,
brand or company.

Pay Per Click (PPC)

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically. With pay per click in search engine advertising,
the advertiser would typically bid on a keyword so the PPC rate changes. On single website --
or network of content websites -- the site publisher would usually set a fixed pay per click
rate. Also called cost-per-click (CPC).

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1.3. Objective of Study
• To study the role of digital marketing in Return on web.

• To study the different criteria of digital marketing services.

• To study the growth of Digital marketing.

• To generate lead, quick response and conversion

• To increase awareness, visibility and brand building

• To drive more traffic, engage more people and easily accessible.

• To analyze the approach which help them to get more business?

• To know the right way of writing a proper content for the E-mailers.

• To know how to pitch a client while meeting basically how to talk, what to talk, how to

make client engage in your conversation.

• Make cost effective to target youth

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1.4. Scope of study

This study aims at studying client servicing and business development process. It is a
continuous process followed by six steps which are important that their level.

This study helps me to get the reality check of a market where actual comparison between the
classroom knowledge and the real situation can be done. By just learning theory and facing
actual situations it concepts and practices might vary. The study helps to understand the
different concepts of digital marketing, but while implementing it might differ from situation
to situation.

This study helps to understand and know how to deal with different kinds of customers or a
clients and how to make an impressive online campaigns.

This study helps to provide online presence to your business through website and social media.
You can spread awareness about your brand and provide support to your customer by handling
their grievance and queries, which ultimately leads to sales, customer acquisition &
satisfaction.

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1.5. Research Methodology

The descriptive research design is used for analyzing and studying the process of Business

Development. It is very simple & more specific than explanatory study.

The descriptive study is a fact finding investigation with adequate interpretation. The

descriptive study aims at identifying the various characteristics of a problem under study. It

reveals potential relationships between variables and also setting the stage for further

investigation later. The results of such research are not usually useful for decision making by

them, but they can provide significant insight into a given situation. Although the results of

qualitative research can give some indication as to the ‘why’, ’how’ and ‘when’ something

occurs, it cannot tell us ‘how often’ or ’how many’.

Data Sources:

Primary Data: -

It is a firsthand data which is collected by you only. The different way of collecting primary

data is personal interview, questionnaire, survey etc. As my project is descriptive study there

is no primary data collected as such.

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers &

records. Secondary data for the study were collected from the magazines, websites & other

previous studies.

To meet the objectives, the study used qualitative research. The descriptive study was done

through review of existing literature that helped in validation and extraction of the important

variables and factors. Data was collected from secondary sources. Secondary sources were

magazines, websites, books, office executives, and company data.

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 CHAPTER 2: SEARCH ENGINE OPTIMIZATION (SEO)
2.1. What is SEO?

Client’s Details

Website URL http://excellencetechnology.in

Business Niche Training institute

Proposed For Search Engine Optimization

Goals/Objective Keywords Rankings, Traffic& Leads

Business Insights: After analyzing your website and services, I’m going to start my marketing

approach so that you can easily get more number of visitors and high ranking status.

Key Term: The ability to properly utilize the CORRECT method to improve the volume and

QUALITY of traffic to your website via ORGANIC search results.

Search engine optimization is an essential to ranking in the top search results and driving traffic

to your website but without a good SEO marketing plan, effective search engine optimization

can be difficult to execute. Below I’ve given detailed marketing plan for your website to be

promoted through Organic Marketing along with marketing approach.

SEO Process

On Page Off Page

SEO SEO

Website Internal Content

Link Bulding
Optimization Linking Marketing

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SEO Search Engine Optimization

SEO Objective: The goal of SEO is to increase the likelihood that your website will be listed
among the top sites when internet users search the web using keyword phrases related to your
website or service.

SEO PROCESS

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SEO Key Factors

SEO Benefits

• Qualified Leads – SEO can increase the number of potential clients who are already
interested in and looking for your product or service.

• Improved User Experience– SEO also focuses on creating a streamlined and engaging
interface with your clients that reduces bounce rates while increasing conversions or sales.

• Increased Visibility– With properly optimized web pages, your website can draw regional,
national, and international attention.

• Greater Brand Awareness– SEO can increase market awareness and brand visibility for
your business’s products or services.

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• Long-term Credibility and Ranking–SEO can increase traffic from organic searches and
help establish your business as reliable and dependable. I’ll find long term keywords and build
high quality back-links to your website so that you can get long term credibility and ranking.

Below, I’ve mentioned my approach for your website which will really helpful to achieve the
top results on Google as well as to make your website Google friendly. I’ve also mentioned my
link building & content marketing approach which will be further accomplished while
promoting your services.

Our Approach

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2.2. On Page Optimization (SEO):

1. Keywords Research: This will be my first step to find most relevant keywords which
could be productive for your business& services. Once these keywords have been
searched then they’ll be further stuffed in your web pages along with title & Meta tags.
Keywords will play vital role while doing the link building& content marketing because
all the promotional campaigns will be based on these keywords.

2. Title & Meta Tag Creation: On the basis of analysis & keyword research. I’ll prepare
the Title &Meta tags and will be updated in the website. I’ll use our business oriented
keywords in Title & descriptions and same will be stuffed in the web content which
will be helpful while ranking your website.

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 The page title is what shows up in the tab of whatever web browser you are using.
If you hover over the tab it should display the full page title.

A good Meta description can increase the search traffic of your site. It is also important
for your keyword to be present in your Meta description and that the description does
not exceed 156 characters in length.

This is what results appear after the Meta Description of your page in the search.

3. Content Optimization: I will optimize the content of the website according to targeted
keywords.

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 Quality content is the number one driver of your search engine rankings and there is no
substitute for great content. Quality content created specifically for your intended user
increases site traffic, which improves your site’s authority and relevance. Don’t forget
to use bold, italics, heading tags and other emphasis tags to highlight keyword phrases,
but don’t overdo it.

4. Image Optimization: Optimizing the images according to the content and keywords
i.e. ALT Attribute, Image Nameor alternative text descriptions etc.They allow search
engines to locate your page, which is crucial—especially for those who use text-only
browsers.

5. Update Your Content Regularly: Regularly updated content is viewed as one of the
best indicators of a site’s relevancy, so I’ll be make sure to keep it fresh.

6. Heading Tags: The H1 tag is the most important heading because it’s the highest level
tag that shows what your specific page is about. Search engines generally give this tag
more weight over other headings, so it usually improves your search engine ranking

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 when you use it correctly and in conjunction with other onsite SEO techniques. Use
keywords in your headings with your most important keywords in the top level, and be
sure to maintain the <H1> to <H6> hierarchy.

Unlike the H1 tag, you may have multiple H2, H3, H4, H5, and H6 sub-headings. Think of
these sub-headings as ways of organizing the content on your page for your readers more than
for the search engines. These headings should also contain important keywords and help
organize your content into sections, so readers can scan your page and decide if it’s something
they’re interested in reading.

2.3. Off Page Optimization (SEO):

Off-page SEO is the process of optimizing your web pages outside your website by getting
links back to it. Now I’ll move further to off page activities which I will do to build the back-
links.

Activities:

1. Social Bookmarking: In social bookmarking firstly I’ll target the websites with high
domain authority. Apart from this on social bookmarking sites, I’ll complete the profile
through which I will able to get links through website URL, Which will help us to show
diversity in back-links.

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 I will be able to improve your website’s Google ranking by improving your link
popularity through social bookmarking. To improve your online visibility, social
bookmarking is the best. I can make the bookmarks professionally.

Daily hundreds of visitors come to social bookmarking sites and your brand will
become popular online. This will also increase the traffic rate to your website as a
considerable portion of the website visitors will click on your website’s link and come
to your website. The descriptions and the titles I create are keyword rich your
bookmarks will be listed in the search results.

Example of Social Bookmarking Sites:

• Reddit.com
• Diigo.com

2. Directory Submission: There are number of benefits of directory submission. One of

the main benefits of directory submission is highly quality back links. All the search
engines consider the number of back links your website have. Directory submission
will give your website the required back links.

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 Online web directories attract a lot of visitors each day. By listing your website in the
top directories, your website will get the required exposure online and visibility online.

Example of Directory Submission Sites:

• http://www.ironlinkdirectory.com/
• http://www.marketinginternetdirectory.com/

3. Profile Linking: I’ll also do profile linking in which we’ll be able to build back-links
to our site through profiles.

Example of Profile Linking Sites:

• https://issuu.com/
• https://about.me

4. Forum Posting: Forum links allows you to boost the link popularity of your website.
Forum posting helps in creating huge traffic and also provide strong back links for your
website. I’ll find your service niche forums and participate in them. I’ll also add your
website link in the source section to increase the popularity of your website or to get
the quality back links. In forums sites, I’ll complete our profile to prevent our account
from report/flag issue.

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 Example of Forum Posting Sites:
• https://forum.bodybuilding.com/forumdisplay.php?641
• https://forum.muscleandstrength.com/forums/26-Critique-My-Physique

5. Posting Classified Ads: Classified submission promotes your business to local

audience. I’ll write attractive Title and Description for every Ad which will be based
on your service or on your products. I’ll use keywords in the Title and Description to
increase the visibility of the product/service. It is too good for targeted traffic and to
increase sale.As classified ads get removed in one to two months then I’ll post them
again.

Example of Classified Ads Sites:

• http://www.locanto.com/
• https://www.classifiedads.com/

6. Blog writing & submission: I’ll create theme-based custom blogs on Blogger, Word
press etc. Then submit the written content on it to generate strong back-links and
healthy traffic.

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 Example: Below, I have mentioned some example of blog writing and submission that
I done for the other clients.
• http://www.apptamin.com/blog/
• http://www.appmasters.co/blog/

7. Blog Promotion: I’ll also promote the created blogs to make it popular by doing
submissions on different bookmarking sites and sharing them across social
communities/individuals.

I'll submit posted content like blogs, web blogs and other data on popular sites so that
these can easily index on Google. There are so many popular blog sharing websites
which allow sharing URL with 140 – 160 characters and your followers can instantly
know about new posts on your blog. To get instant traffic on your website and to
enhance the visibility of your content, I'll try this activity.

Example of Blog Promotion Sites:

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• Tumblr.com
• Stumbleupon.com

8. Blog Commenting: I’ll do blog comments on relevant blog posts or on your service
niche sites to get back-links and instant traffic to our site.

Example of Blog Commenting Sites:

• https://tavernier-physique-chimie.jimdo.com/
• http://plantbasedperformance.org/blog/vegan-physique-athlete-erin-fergus-talks-
compassion-competition-and-horror-movies

9. Local Citation: In Local Citation, I’ll promote our website on other website and it helps
us to rank in local search results.

Example of Local Citation Sites:

• http://www.hotfrog.com/
• http://www.city-data.com/

10. Image Sharing: - I’ll target the different image sharing sites like flickr, photobucket
etc. to drive healthy & quality traffic on our websites. I’ll add Images Alt Tags and
proper description while submitting them.

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11. PPT Submission: - I’ll also create business PPT (Power Point Presentation) and
submit it on top PPT submission sites list to get the quality back-links and healthy traffic
to our website.

Example of PPT Submission Sites:

• http://www.slideshare.net/
• http://www.authorstream.com/

12. Article writing & Submission: I’ll write the article content and submit it to top article
submission websites from where along-with back-link I will able to get traffic to our
website.

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 Example of Article Submission Sites:
• https://medium.com/
• http://ezinearticles.com/

13. Info graphics Creation: I’ll create informational or readable Infographics on

keywords/service at high domain authority sites to get the quality back-links for our
website.

Example of Info graphics Creation Sites:

• https://magic.piktochart.com/
• http://submitinfographics.com/

14. Micro Blogging: I’ll submit our blogs on micro blogging sites like fancy, friendlife,
delicious etc. This will help to promote our blogs.

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 Example of Info Micro Blogging Sites:

• http://plerb.com/
• www.plurk.com/

15. Short URL: I’ll create short links to our website URL to get back link.

Example of Short URL Sites:

• https://goo.gl/
• http://bit.do/

2.4. SEO Tools

Keyword Research Tools

• Google Keyword Planner

• Google Search Consol
• Semrush
• Keyword Everywhere
• Keyword.io

Technical SEO Tools

• Google Webmaster Tool

• Screaming Frog
• Google Analytics
• Deepcrawl
• Botify
• Moz

Website Speed Tools

• Google PageSpeed Insight

• GTMetrix Page Speed
• WebPage Test
• Pingdom

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• Varvy PageSpeed Optimization

Link Building Tools

• Ahrefs
• Guest Post Tracker
• Moz Link Explorer
• Buzzstream
• Ontolo
• Whitespark

Backlink Monitoring and Analysis Tools

• Link Research Tool

• Majestic SEO
• Open Site Explorer
• Monitor Backlinks
• SEO Spyglass
• SE Ranking

Rank Tracking Tools

• Advanced Web Ranking

• SEO Smart Suit
• Web CEO
• Authority Labs
• AWR Cloud
• Dragon Matrics
• Linkdex

SEO Content Tools

• Free Google Keyword Generator

• SEO Content Editor
• Content Idea Generator
• SEO Content Score Checker
• Duplicate Content Checker

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 CHAPTER 1: SOCIAL MEDIA OPTIMIZATION (SMO)

3.1. What is Social Media?

Social media is computer-based technology that facilitates the sharing of ideas, thoughts, and

information through the building of virtual networks and communities. By design, social media

is internet-based and gives users quick electronic communication of content. Content includes

personal information, documents, videos, and photos. Users engage with social media via

computer, tablet or smartphone via web-based software or web application, often utilizing it

for messaging.

SocialMediaisaplatformthatletsusparticipateinsocialnetworking.Wecanshareourpostsonvariou

ssocialmediaplatformstoimprovebusinessvisibility.Todayitisthebestsourcefornewsupdates,mar

keting,education,andentertainment.

Social media is the collective of online communications channels dedicated to community-

based input, interaction, content-sharing and collaboration. Websites and applications

dedicated to forums, microblogging, social networking, social bookmarking, social curation,

and wikis are among the different types of social media.

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3.2. What is SMO?

Like Search engine optimization, Social media optimization plays an important role in the

success of a Website. Specially, now social signals impact SEO of your blog, Social media

marketing and optimization of your blog or Website has become equally important. Specially

for an E-commerce site, Social media optimization is very important, as now people use social

recommendation for buying products online. MOre over, being on Social media will help you

to create a brand of your own.

Social media optimization (SMO) is the use of a number of social media outlets and

communities to generate publicity to increase the awareness of a product, service brand or

event. Types of social media involved include RSS feeds, social news and bookmarking sites,

as well as social networking sites, such as Twitter, and video sharing websites and blogging

sites. SMO is similar to search engine optimization, in that the goal is to generate web traffic

and to a site and increase awareness for a website. In general, social media optimization refers

to optimizing a website and its content to encourage more users to use and share links to the

website across social media and networking sites. SMO also refers to software tools that

automate this process, or to website experts who undertake this process for clients.

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3.2.1. Why do we need Social Media Optimization

• To increase Brand Visibility

• To increase Internet Authority

• To Drive Targeted Traffic

• To generate more Backlinks

• To boost Website SEO

• Reach to niche Audience

• To get noticed at events and earn media coverage

• To Direct Communication with users

• To build Brand Loyalty

• To get more Sales

• ROI on Social Media ads is unbeatable

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3.2.2. Importance of Social Media Optimization

The importance of social media is undebatable. It is a powerful channel of marketing − a game

changer for any business. It provides us the flexibility to communicate at both personal as well

as business levels.

Business owners can improve search rankings, leads, sales, and traffic using search media. This

can be done at reduced marketing expenses. Besides business, it is a cool platform to connect

with friends and dear ones.

Social Media Optimization Important, In today’s date even children as young as 6 years old

are on Facebook, and why wouldn’t they be. Social media has taken over the world in a jiffy.

To take an example, in a few years there would be about 2 billion people on Facebook itself.

Other social media handles such as Twitter, LinkedIn, Tumblr, Pinterest, Snapchat, Instagram

etc. also have a whole lot of people using them. People are sitting all day watching memes,

feeding themselves content and that is something that the digital marketers have noticed. So,

just as SEO’s importance began to become shaky, the importance of SMO (Social Media

Optimisation) started to rise. Digital marketers started their own ways to go about it and started

making out the most of social media.

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3.3. Difference Between SEO and SMO
Search engine optimization (SEO) means you targeting traffic from search engines, that

includes on page and off page optimization. Talking about social media optimization (SMO) it

is mostly on page optimization. That include quickly scalable posts.

SEO, which increases traffic coming from search engines for a website that becomes the go-to

place, SMO builds a web of interactions around your content by making it available and

shareable through a multitude of social networks.

In the case of SEO, it was Google. In the case of SMO it is the people. While SEO is still

extraordinarily important, it is not enough to compete in a market turning more and more

toward new media for information and answers.

Some other differences between SEO and SMO are:

SEO SMO

Site traffic, number of visits Number of quality visits, conversations

Search engine results Social media search

Exposure Buzz

Measuring link conversion Building a community

Marketing to search engines Marketing to targeted audiences

Site structure Content

On site optimization Off site optimization

Metadata consists of HTML title tags, image

Metadata consists of tags, titles and
titles, bolded text ranking is based on
description that grab people’s attention
coding

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3.4. SMO Strategy for Business

A wisely implemented Social Media Optimization (SMO) strategy can give a great boost to

your business. To draw maximum benefit out of Social Media, you need to set clear and well-

defined business goals and objectives. The following points are the backbone of any well-laid

SMO strategy –

• Set measurable and achievable goals.

• Know you customers.

• Research over market and trends.

• Explore more social networking platforms. Reflect your presence on all.

• Choose core topics related to your business. Use them in content.

• Set Social Engagement parameters.

• Plan your resource use.

• Track your results.

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3.5. Benefits of SMO
• Build brand awareness

• Build customer relationships

• Bring more qualified traffic to your website

• Perform hyper targeting

• Sell more services and products

• Builds credibility and trust online

• Its cost effective compared to other mediums

• Increase Website’s visibility

• Build Customer satisfaction

• Provide Paid options

• Provide Free advertisement

• Sharing quick updates

• Quick Popularity

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3.6. Tools for SMO

• Howsociable.com – Social visibility score

• Knowem.com – Profile building tool

• Social Media for Firefox – Build a powerful social profile on social news &

bookmarking sites

• Semrush.com – Find competitor organic search rankings

• Google Insights – Keyword demand trends

• Page Inlink Analyzer – Analyze inbound links, their Delicious bookmarks & keyword

tags

• Majesticseo.com – Historical back-link tracking

• Socialmention.com – Real-time social search & scoring, social keyword research

• Bit.ly – Search friendly URL shortening with analytics

• Analytics.postrank.com – Track social engagement with combined Google & social

analytics

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 CHAPTER 4 : RESULTS AND DISCUSSION

4.1. Result

The result of this project is that we have Improve our website ranking for a well-researched

group of keywords over a period of months. We also improve search engine friendliness of our

website and also Improve our website rankings by utilizing a well planned and executed search

engine optimization campaign, which will cost more than you would have guessed.

In this project we Optimize our website textual content by incorporating a select number of

keywords into the text (not keyword-stuffing), and utilizing the new text to develop an internal

link structure which helps magnify the importance of those keywords for the search engines.

In SEO Leverage is well written, useful, helpful, entertaining, or otherwise interesting content

to mount a successful link building campaign which will result in ranking improvements. In

this we Address potential issues with SEO friendliness which can come up during website

changes, upgrades, and maintenance.

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4.2. Discussions

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 CHAPTER 5 : FUTURE SCOPE AND CONCULSION

5.1. Future Scope

Digital Marketing industry is booming not just in India but all parts of the world. The year 2016

took the industry by surprise with over 1.5 lakh job opportunities in the Digital Marketing

domain. Well, the following was a bigger surprise when only the first quarter of 2017 marked

for 8 lakh job opportunities.

The surveys conducted by several forums have predicted this number to grow with

Digitalisation in the nation. Our Prime Minister has been actively promoting the idea of Digital

India. PM Modi’s digital India campaign gained massive popularity. The initiative of

Government of India is aimed at providing easy services to its natives.

Now imagine when a nation’s government is promoting the digital interaction, what do you

think will be the Digital Marketing scope in that nation.

As being an SEO professional, it’s still not easy for me to write about the future scope of SEO

in India because many individuals, experts, and professionals working in SEO industry might

disagree with the figures, facts, and salaries mentioned in this article. But, they surely would

agree that SEO should be on the top-list of job-seekers and it’s a career of life-long learning.

The scope of SEO in India as well as other countries is very broad and have a very bright

future. According to Times of India, digital marketing areas such as Search Engine

Optimization, Social Media, and Analytics will create more than 1.5 Lakh jobs with the salary

range of Rs 5.5-6.5 Lakh by 2018 and in the coming years.

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4.2. Conculsion

The successful completion of this project indicates that the future of marketing is in the hands

of digital. Digital marketing is not only concerned with placing ads in portals, it consists of

integrated services and integrated channels. Marketers want to use these components in an

effective way to reach target groups and to build a brand. In this digital era marketer is not the

custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity

towards digital media than other media’s. More than that customers are highly information

seekers and digital media is the only platform for two way communication between brands and

customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost

effective and it provide lot of touch points to marketer. Brands can able to engage their target

group in an effective way through digital platforms. Digital media is not only for engagement,

brands can increase their customers or they can retain their existing customers. Digital

platforms help to increase the impact of brand recall in target groups.

The research focused on the consumer buying behaviour shows that, Indian consumers are

highly information seeker and they will do research about a product before going to a retail

shop. So brands want to give platforms to consumers to understand their product or to get a

really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to understand the

digital marketing and also to plan for future strategies.

I conclude my research by quoting again that “Brands can’t sustain without digital

presence”.

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 REFERENCES

• Internet

• www.google.co.in

• www.neilpatel.com

• www.digitalmarketing.com

• www.scribd.com

• www.marketingtom.com

• www.googlebooks.com

• www.shoutmeloud.com

• www.slideshare.net

• Books

• Magazines

• Trainer

• Newspapers Etc..

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