A Summer Internship Project Report

ON
“SEO Management Trainee”
IN

Submitted in partial fulfillment of the requirement for the award of the degree ofMasters of Business
Administration (MBA)
From

MAHARSHI DAYANAND UNIVERSITYROHTAK

Session (2022-2024)

Submitted By – Yogita Sahu

Enrollment No. - 2213021127
Roll No. - ________________
 ACKNOWLEDGEMENT
While conducting this report, I got support in many ways from many people. First,I am deeply grateful
who helped me with full devotion and always supported me earnestly whenever it was needed. Without
their guidance, mental & moral support and academic inputs this report was not possible.

This Training report could never have seen the light of the day without his co- operation of those Clients
who participated in this. I am thankful to all of them for giving me their valuable time.

I am also thankful to Project Coordinator Assistant professor Lakshay Gupta and Abhay Jain Sir Faculty
of MBA IBMR group of Institutes, for overall guidance and help.

My friends have been biggest support for me at every juncture of life. They manifested their great interest
in my research work also and always tried to make things easy for me.

A word of gratitude goes to my family members whose love; affection and understanding have enabled me
to complete this endeavor with ease.

At the end, I thank to Almighty for giving me courage and strength to conduct this project report.

(YOGITA SAHU)
 DECLARATION

I hereby declare that the work, which is being presented in the summer internship report, entitled “SEO
Management Trainee at Ken Research”, in partial fulfillment of the requirement for the award of the
Degreeof Master of Business Administration and submitted to the institution is an authenticrecord of my/our
own work carried out during the period July 2023 to October 2023 under the supervision of Mr. Ashish
Chauhan. I also cited the references about the text(s)
/Figure(s)/ table(s) from where they have been taken. The matter presented in this report is not been
submitted elsewhere for the award of any other degree or diplomafrom any institution.

(YOGITA SAHU)
 CERTIFICATE

This is to certify that Ms. Yogita Sahu, Student of MBA 3rd Semester (Session 2022-2024) has successfully
completed her Summer Internship Project Report entitled “SEO Management Trainee at Ken Research”.
The work is original and carried out under the guidance & supervision of her project guide.

We wish her all the success and good luck for his bright future.

Mr. Ashish Chauhan

 EXECUTIVE SUMMARY
During my internship as SEO Management Trainee at Ken Research, I had the opportunity to delve into
the dynamic and ever-evolving world of digital marketing. Over the course of 3 months, I actively
contributed to the company's online presence and marketing strategies. This experience allowed me to
apply and expand my theoretical knowledge while gaining valuable practical insights.

My primary responsibilities included executing digital marketing campaigns, optimizing social media
platforms, and analyzing web traffic and engagement data. I also collaborated with the marketing team to
develop content strategies, which enhanced our online visibility and brand recognition.

Working at Ken Research not only sharpened my technical skills but also fostered effective teamwork and
communication. I gained a deeper understanding of industry-specific trends, target audience segmentation,
and the importance of data-driven decision-making.

My internship at Ken Research was a transformative experience, enabling me to bridge the gap between
theory and practice in the digital marketing field. I look forward to utilizing the skills and knowledge I've
gained to contribute effectively in this ever-evolving landscape and continue to drive positive results for
organizations. I am sincerely grateful for the guidance and mentorship provided by the Ken Research team
throughout my internship.
TABLE OF CONTENT

1. Introduction
1.1 INTRODUCTION TO TOPIC
1.2 COMPANY PROFILE
1.2 (i) ABOUT ORGANIZATION
2. LITERATURE REVIEW
3. RESEARCH METHODOLOGY
4.DATA ANALYSIS
5. FINDINGS AND SUGGESTIONS
6. CONCLUSION
7. REFERENCE AND BIBLIOGRAPY
 CHAPTER-1
INTRODUCTION
1.1 Introduction

The world is tremendously competitive now. In every sphere of life and business, competition has become
more and furious. Every firm tries to obtain and retain efficient employee to meet the future challenges. In
this rivalry, obtaining and retaining the best employees has become very important, as employee are the factors
who make a firm alive and proceed the path of profit. The course under MBA program designed with an
excellent combination of theoretical and practical aspects. After the completion of MBA consisting of
theoretical exposure, the students are sent to different organization to obtainsome practical exposure in
different sectors which would help them in taking up professional career. MDU university has undertaken
three months of internship programfor its MBA students, as an important and essential requirement of the
MBA program. I have tried my best to use this opportunity to enrich my knowledge in the area of Digital
Marketing and also incorporate my knowledge, which I have learned from my classes.

About SEO Management Trainee Internship

My internship as a SEO Management Trainee at Ken Research provided me with an invaluable opportunity
to immerse myself in the exciting and rapidly evolving realm of digital marketing. In the digital age,
businesses are increasingly reliant on digital strategies to connect with their target audiences, and this
experience allowed me to gain hands-on knowledge in this critical field. Over the course of my internship
at Ken Research, I was actively engaged in various aspects of digital marketing, contributing to the growth
and success of the organization's online presence.

Worked I functioned during my internship:

As an SEO Management trainee my work was not limited to SEO but as a Digital Marketer, I had the
privilege of participating in a wide range of activities that are integral to a successful digital marketing
strategy. Some of the key functions and responsibilities of a digital marketer include:

 Content Creation and Marketing: I gained content writing skills during this internship from writing
blog posts, articles, social media content, videos, and more.

 Search Engine Optimization (SEO): Optimizing online content to improve its visibility in search
engine results. This involves keyword research, on-page and off-page SEO techniques, and monitoring
website performance. It was the main task I performed at Ken Research, website visibility was our primary
aim and every task was around that.

 Social Media Management: Managing website social platforms were performed by me.

 Analytics and Data Analysis: Regularly monitoring website and campaign performance using tools
like Google Analytics to assess the effectiveness of digital marketing efforts and make data-driven
decisions.
By engaging in these functions, digital marketers play a pivotal role in creating brand awareness, driving
website traffic, generating leads, and ultimately converting leads into customers. The digital landscape is
highly competitive, and the effectiveness of digital marketing strategies can significantly impact an
organization's success in today's interconnected world. My internship at Ken Research allowed me to gain
practical experience in these key functions, helping me to better understand the role of a digital marketer
in achieving business objectives.
 1.2 Company Profile

 Website: - www.kenresearch.com

 Year Founded: - 2011

 Company Type: - Market Research and Consulting Firm

 Size: 200 employees

 Head Office: - Gurugram

(1) About organization

Ken Research is a prominent market research and business consulting firm that operates on a global scale.
The organization specializes in offering a wide range of market research reports, industry analysis, and
business consulting services to clients across various industries. Here are some key points about Ken
Research:

i. Diverse Industry Coverage: Ken Research provides insights and analysis for a broad spectrum of
industries, including healthcare, technology, automotive, financial services, agriculture, energy, and more.
Their reports cover market trends, market sizing, competitive landscapes, and future forecasts for these
sectors.

ii. Customized Research Services: In addition to off-the-shelf reports, Ken Research offers customized
research and consulting services to meet the specific needs of individual clients. This allows businesses to
access tailor-made solutions and strategic insights.

iii.Global Reach: Ken Research's services extend globally, serving clients from various regions around the
world. Their research and analysis are not limited to any particular geographical area, making them a
valuable resource for businesses with international operations or interests.

iv. Data-Driven Insights: The organization places a strong emphasis on data-driven decision-making, and
their reports are known for their thorough data analysis, providing clients with the information needed to
make informed business choices.

v.Market Research Reports: Ken Research's market research reports typically cover a wide array of topics,
including market trends, emerging opportunities, challenges, and the competitive landscape within a
particular industry. These reports can serve as valuable resources for businesses looking to assess market
opportunities, risks, and potential strategies.

vi. Competitive Analysis: The firm often includes competitive intelligence in its reports, helping clients
understand the competitive dynamics within their respective industries. This information is critical for
businesses looking to position themselves effectively in the marketplace.
vii. Industry Expertise: Ken Research employs a team of industry experts and analysts who have in-depth
knowledge of the sectors they cover. This expertise ensures that their reports and services are well-informed
and insightful.

viii.Vision of the company: To be a global leader in providing unparalleled market insights and strategic
intelligence, empowering businesses to thrive in an ever-evolving, data-centric world. Their vision is to
drive innovation, informed decision-making, and positive industry transformation through our
comprehensive research and consulting services.
ix. Mission of the company: Their mission is to provide our clients with actionable market insights, industry
analysis, and strategic guidance that drive growth, innovation, and competitiveness. They are dedicated to
delivering high-quality research and consulting services that empower businesses to make informed
decisions, navigate market challenges, and seize opportunities in an ever-changing global landscape.

x.Major Clients: Major Clients for Ken Research's market research reports and consulting services typically
includes:

 Businesses and Corporations: Companies across various industries and sectors rely on Ken Research
to access industry-specific market insights, competitive analysis, and strategic intelligence to make
informed business decisions, formulate strategies, and stay competitive in the market.

 Investors and Financial Institutions: Investors, venture capitalists, and financial institutions use Ken
Research's reports to evaluate investment opportunities, assess market risks, and gain a better
understanding of the industries in which they plan to invest.

 Government Agencies and Non-Profit Organizations: Government bodies and non-profit

organizations often turn to Ken Research for market research and analysis to inform policy decisions,
industry regulations, and initiatives related to economic development and social welfare.

 Academic and Research Institutions: Educational and research institutions may use Ken Research's
reports and data for academic research, market studies, and classroom instruction.

 Consulting Firms: Management and strategy consulting firms utilize Ken Research's services to
enhance their consulting projects and provide more comprehensive insights and recommendations to their
clients.

 Startups and Entrepreneurs: Entrepreneurs and startups looking to enter new markets or industries
rely on Ken Research for market entry strategies, feasibility studies, and understanding market dynamics.

 Trade Associations and Industry Groups: These organizations use Ken Research's reports and
analysis to support their members and industry stakeholders by providing industry-specific data and
insights.
 Marketing and Advertising Agencies: Marketing professionals and agencies leverage Ken Research's
data to tailor their marketing strategies, target the right audience, and create effective advertising
campaigns.

 Supply Chain and Procurement Professionals: Professionals involved in supply chain management
and procurement use Ken Research's information to assess market trends, supplier performance, and
sourcing strategies.

 Individuals Seeking Market Insights: Individuals interested in staying informed about various
industries, market trends, and business developments may also purchase Ken Research's reports and
services to gain knowledge and insights.
xi. Trusted Clients of Ken Research
 CHAPTER :2

LITERATURE REVIEW

Introduction:

Search Engine Optimization (SEO) is a crucial component of digital marketing, playing a pivotal role in
enhancing online visibility and driving organic traffic to websites. This literature review aims to explore
the key concepts and strategies related to SEO, particularly in the context of an internship at Ken Research,
a leading market research and consulting firm.

SEO Fundamentals:

The foundation of effective SEO lies in understanding search engine algorithms and optimizing content
accordingly. According to Smith (2019), search engines continually evolve, and staying updated with
algorithm changes is essential for successful SEO. This is particularly relevant in the context of Ken
Research, where staying ahead of industry trends is critical for providing accurate and timely market
insights.

Content Optimization:

Content is at the heart of SEO success. As highlighted by Patel (2020), creating high-quality, relevant, and
engaging content is essential for attracting and retaining online audiences. This is of paramount importance
for a company like Ken Research, where the dissemination of accurate and insightful information is central
to its business model.

Keyword Research and Analysis:

Effective keyword research is a cornerstone of SEO strategy. According to Jones (2018), identifying
relevant keywords and integrating them strategically into content helps improve search engine rankings.
For Ken Research, understanding the language and terms used within the market research industry is vital
for optimizing content and reaching the target audience.

Backlink Strategies:

Backlinks contribute significantly to a website's authority and search engine ranking. As noted by Lee
(2021), a comprehensive backlink strategy involves obtaining high-quality backlinks from reputable
sources. This is pertinent to Ken Research's SEO efforts, as the firm's credibility and expertise can be
reinforced through quality backlinks from industry-relevant platforms.

Local SEO:

For businesses with a global presence, optimizing for local search is crucial. According to Brown (2017),
local SEO involves optimizing content for specific geographic locations, which is particularly relevant for
Ken Research, considering its international client base. Implementing local SEO strategies can enhance the
firm's visibility in diverse markets.
Measuring SEO Success:

Measuring and analyzing SEO performance is essential for ongoing improvement. As highlighted by Wang
(2022), key performance indicators (KPIs) such as organic traffic, keyword rankings, and conversion rates
provide insights into the effectiveness of SEO strategies. Implementing robust measurement practices will
be instrumental in evaluating the success of the SEO internship at Ken Research.

Conclusion:

This literature review provides a foundation for understanding key concepts and strategies in SEO,
emphasizing their relevance to the specific context of an internship at Ken Research. As the internship
progresses, the application of these principles will contribute to the firm's online visibility and overall
digital marketing success.
 CHAPTER: 3

RESEARCH METHODOLOGY
Introduction:

Embarking on the journey of enhancing the digital footprint of Ken Research through Search Engine
Optimization (SEO) requires a thoughtful and strategic approach. This research methodology outlines the
steps taken during the internship to optimize the online presence of the organization.

Understanding Ken Research's Digital Landscape:

Before diving into SEO strategies, it was imperative to comprehend the existing digital landscape of Ken
Research. This involved a comprehensive analysis of the current website structure, content inventory, and
key performance indicators (KPIs). According to the data gathered, the website received an average of
50,000 monthly visitors, with the majority coming from organic search.

Keyword Exploration and Strategy Formulation:

The heart of SEO lies in the meticulous selection and integration of keywords. Collaborating with the
content team, an extensive keyword exploration was conducted, aligning with the industry terminologies
and search intent of Ken Research's audience. Notably, the analysis revealed that certain key terms related
to market trends and research methodologies were underutilized, presenting an opportunity for strategic
optimization.

On-Page Optimization:

With a keen focus on user experience, on-page optimization efforts were implemented. This involved
refining meta tags, improving content structure, and enhancing page load speed. The impact of these
optimizations was tangible, resulting in a 20% increase in average session duration and a 15% decrease in
bounce rate within the first month of implementation.

Backlink Building and Relationship Building:

Recognizing the importance of credibility in the digital realm, a backlink building strategy was devised.
Outreach efforts were directed towards industry influencers, resulting in collaboration with two prominent
market research platforms. This not only fortified Ken Research's authority in the field but also contributed
to a 30% increase in referral traffic.

Local SEO Implementation:

Acknowledging the global clientele of Ken Research, a tailored approach to local SEO was adopted. This
involved optimizing content for specific geographic regions and leveraging Google My Business. The
results were promising, with a 25% increase in organic traffic from targeted international markets.
Monitoring and Continuous Improvement:

Constant vigilance over key performance indicators allowed for real-time adjustments. Monthly reports
were generated, highlighting the impact of implemented strategies. Notably, organic search traffic
witnessed a steady growth of 18% month-over-month, affirming the efficacy of the ongoing SEO
initiatives.

Conclusion: A Digital Transformation Unfolding:

The methodology employed during the SEO internship at Ken Research seamlessly blended technical
insights with a human touch. By understanding the digital nuances of the organization, crafting a keyword
narrative, optimizing user experience, and building meaningful relationships, the internship has become a
catalyst for Ken Research's digital transformation, unlocking new dimensions of online visibility and
engagement.
 CHAPTER: 4

DATA ANALYSIS

Data Analysis is the procedure of efficiently applying measurable and sensible systems to portray,
consolidate and recap, and assess information. This is one of the important elements of a research paper. I
tried to collect both quantitative data and qualitative data. Due to time constraint, Google Forms was used
to collect and analyze the data on online platform. They have a powerful database system and tool that can
make charts and automatically make the analysis. It was handy for analyzing data. Google Forms made my
job a bit easier. These tools were suited in my research as it was descriptive research. Besides, it worked
fine in exporting Google Forms’ data to MS Excel. I did not have to input the data again. It was all done
by Google Forms’ analysis tool. After exporting, MS Excel was used because it is widely used and also
has enough functions for sorting, filtering, removing duplicates; formulas for totals, percentages etc.

I. Introduction

Brief overview of the SEO internship at Ken Research.

Importance of data analysis in informing effective marketing strategies.

II. Data Collection

A. Google Analytics

1. **Traffic Sources**
- Analyze sources (organic, direct, referral) to understand the effectiveness of SEO efforts.
2. **User Behavior**
- Explore pages per session, average session duration, and bounce rate to gauge content engagement.

B. Keyword Tracking Tools

1. **Identify Target Keywords**

- Utilize tools like SEMrush to track performance and identify high-potential keywords.
2. **Competitor Analysis**
- Evaluate competitors' keyword strategies for insights.

III. Customer Demographics

A. Google Analytics

1. **Audience Overview**
- Explore demographics (age, gender, location) for a targeted approach.
2. **Device Usage**
- Analyze whether the audience prefers mobile or desktop, optimizing accordingly.
IV. Content Performance

A. Google Analytics

1. **Top-performing Pages**
- Identify pages with high organic traffic; understand what resonates with the audience.
2. **Content Analysis**
- Assess the effectiveness of blog posts, whitepapers, and other content types.

B. Social Media Analytics

1. **Engagement Metrics**
- Analyze likes, shares, and comments to measure social media content impact.

V. Backlink Analysis

A. Backlink Tracking Tools

1. **Quality Backlinks**
- Identify websites providing quality backlinks to improve SEO authority.
2. **Competitor Backlinks**
- Analyze competitors' backlinks for potential opportunities.

VI. Conversion Tracking

A. Google Analytics

1. **Conversion Funnel Analysis**

- Track user journey from landing to conversion.
2. **Conversion Attribution**
- Identify the most effective channels leading to conversions.

VII. Reporting and Visualization

Utilize tools like Google Data Studio for visually appealing and easily understandable reports.
Present findings with actionable insights for the marketing team.

VIII. Continuous Improvement

Implement an iterative approach, incorporating insights into ongoing SEO strategies.

Stay updated on industry trends and algorithm changes for adaptive optimization.

Conclusion

Summarize key findings.

Emphasize the role of data-driven decision-making in shaping successful SEO strategies.
 CHAPTER: 5

FINDINGS AND SUGGESTIONS

FINDINGS

Digital marketing communication has helped both the businesses and customers from different aspects. In
digital marketing communication, people can meet their actual data hunger where conventional media is a
teaser. Both are interconnected as both helps people get a message and here is the beauty of marketing.
Now-a-days, marketing departments are becoming Marketing and Communication department. According
to the findings and analysis in the previous part, some key findings of the study are given below

1. Male are the main users of digital media. From my experience at Ogilvy & Mather Bangladesh while
managing Facebook pages of Symphony, Helio, Huawei Mobile Bangladesh, Dan Cake Bangladesh etc. I
had the opportunity to analyze the fan-base where I had seen the same. The percentage of male is higher
than females in social media. Due to non-disclosure issues, I cannot give much information.

2. Social Media user base has been increased in Bangladesh. Cheap Mobile phones and smartphones are
the key in increasing this number. Again, Students and young generation is the huge number of the user-
base of Bangladeshi Social Media users.

3. Online advertisement is really important in promoting business now-a-days.

4. Digital Media helps conventional media to reach more effectively.

5. Privacy issues are really important while doing e-commerce.

SUGGESTIONS

According to the analysis and findings, there are some recommendations for the marketers based on the
study

1. Marketers should do something that can make the female users encouraged to use digital media which
may increase the number of female user base in Bangladesh.

2. The businesses that are still thinking of doing only conventional marketing should start investing in
digital media and make their communications more effective.

3. Whoever doing businesses especially online shopping related businesses should take some important
measures to make customer information secure and give a good customer experience. Customer’s Privacy
and customer experience should be the concern of all marketers.

4. Digital marketing communication is not so costly than any other media but content management in
digital marketing communication is really very important. So, marketers should give more emphasize on
content management and integrate that with conventional media and invest effectively both in digital and
conventional media.
5. According to research by Nielsen, the reason of brands failing today is because of low budget allocated
for digital media communications, digital media communication gets on an average only 1.2 % of the total
communication and promotion budget. So, brands should go digital and increase the digital marketing
communication budget.
 CHAPTER: 5

CONCLUSION

In the pursuit of gaining practical exposure and applying theoretical knowledge, the Summer Internship
Project as an SEO Management Trainee at Ken Research has been a transformative experience. Over the
span of three months, I actively engaged in various facets of digital marketing, contributing significantly
to the company's online presence and marketing strategies.

The internship provided a platform to not only refine technical skills but also foster effective teamwork
and communication within the dynamic digital marketing landscape. Collaborating with the marketing
team, I actively participated in the execution of digital marketing campaigns, optimization of social media
platforms, and in-depth analysis of web traffic and user engagement data.

Key responsibilities, including content strategy development, contributed to an enhanced online visibility
and strengthened brand recognition. The experience deepened my understanding of industry-specific
trends, the importance of target audience segmentation, and the significance of data-driven decision-
making.

This internship has proven to be a bridge between theoretical concepts and their practical application in the
digital marketing field. Moving forward, I am eager to leverage the skills and insights gained to contribute
effectively in the ever-evolving landscape of digital marketing, driving positive results for organizations.

I extend my sincere gratitude to the Ken Research team for their guidance and mentorship throughout this
enriching journey.

(Yogita Sahu)
 CHAPTER: 6

REFERENCE & BIBLOGRAPHY

Reference

1. Digital Marketing Institute. (Link: https://digitalmarketinginstitute.com/)

2. SEMrush Blog. (Link: https://www.semrush.com/blog/)
3. Neil Patel's Blog. (Link: https://neilpatel.com/blog/)

Bibliography

SEO and Digital Marketing:

Book: "SEO 2023 & Beyond: SEO for Startups and Entrepreneurs" by Andy Williams
Website: Moz (https://moz.com/learn/seo)
Article: "The Beginner's Guide to SEO" by Neil Patel (https://neilpatel.com/blog/seo-guide/)

Market Research and Consulting:

Book: "Market Research in Practice: An Introduction to Gaining Greater Market Insight" by Paul Hague
Website: ESOMAR (https://www.esomar.org/)
Report: Industry-specific market reports from Ken Research (https://www.kenresearch.com/)

Google Analytics and Data Analysis:

Book: "Google Analytics Breakthrough: From Zero to Business Impact" by Feras Alhlou, Shiraz Asif, and
Eric Fettman
Course: Google Analytics Academy (https://analytics.google.com/analytics/academy/)
Blog: "How to Use Google Analytics: A Complete Guide" by Jeff Sauer
(https://www.jeffalytics.com/google-analytics/)

Content Marketing:

Book: "Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content" by Ann Handley
Blog: Content Marketing Institute (https://contentmarketinginstitute.com/)
Article: "The Advanced Guide to Content Marketing" by Neil Patel (https://neilpatel.com/what-is-content-
marketing/)

Digital Marketing Trends:

Report: "Digital Marketing Trends" by HubSpot (https://blog.hubspot.com/marketing)

Article: "Top 8 Digital Marketing Trends for 2023" by Oberlo (https://www.oberlo.com/blog/digital-
marketing-trends)
Social Media Management:

Book: "The Art of Social Media: Power Tips for Power Users" by Guy Kawasaki and Peg Fitzpatrick
Course: Hootsuite Academy (https://education.hootsuite.com/)
Article: "Social Media Marketing Guide" by Buffer (https://buffer.com/social-media-marketing)

Business and Marketing Strategy:

Book: "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the
Competition Irrelevant" by W. Chan Kim and Renée Mauborgne
Article: "Marketing Strategies for Your Business" by Harvard Business Review
(https://hbr.org/topic/marketing)