CHAPTER 1

INTRODUCTION

1.1 PREAMBLE

World Wide Web has given all the businesses and organizations 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 organization is dealing with. Even a well modeled, 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 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 optimized in Google it is optimized 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 websites rich in graphics to enhance its target audience.
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%
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 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. Optimizing 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 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

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their business. Google Analytics is among the top three tools in web analytics; the other two being:
Adobe (Omniture) Site Catalyst 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 optimization and a further for pay-per-click (PPC) management, ahead of the extra manual
activities they perform. These top web optimization 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.

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 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 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)

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(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 word press 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

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.

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 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.

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.

(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.

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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:

(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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 How Do Search Engines Work?

 Spider “crawls” the web to find new documents (web pages, other documents) typically by
following hyperlinks from websites already in their database
 Search engines indexes the content (text, code) in these documents by adding it to their
databases and then periodically updates this content
 Search engines search their own databases when a user enters in a search to find related
documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm (mathematical formula) by
assigning various weights and ranking factors

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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) Hardware Used:

Device: Any computing device having internet connection.

(ii) Software Used

A web site development tool would be used for building up of the website to ensure that the
site 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 websites 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
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.
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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 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 optimization 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
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 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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 Advantages

 80% of consumers find your website by first writing a query into a box on a search engine
(Google, Yahoo, Bing)
 90% choose a site listed on the first page
 85% of all traffic on the internet is referred to by search engines
 The top three organic positions receive 59% percent of user clicks.
 Cost-effective advertising
 Clear and measurable ROI
 Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads

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 ABBREVIATION
SEO : Search Engine Optimization

SERP : Search Engine Results’ Page

HTML: Hyper Text Mark-up Language

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 Ranking factors

 On-Page Factors (Code & Content)

#1 - Title tags <title>

#2 - Header tags <h1>
#3 - ALT image tags
#4 - Content, Content, Content (Body text) <body>
#5 - Hyperlink text
#6 - Keyword frequency & density

 Off-Page Factors

#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds credibility

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 REFERENCES

http://www.ijcsi.org/papers
http://publish.illinois.edu/johnrgallagher/files/2015/09/Search-Engine-Optimization
http://www.tutorialspoint.com/web_analytics/google_analytics.htm
http://www.internetrix.com.au/assets/Research-Papers/SEO-FINAL-White-Paper-web.pdf

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