CHAPTER1

INTRODUCTION

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1.1 General introduction about the sector.

Introduction about the sector

Search engine optimization (SEO) is the process of improving the volume or quality of

traffic to a web site from search engines via "natural" or un-paid ("organic" or

"algorithmic") search results as opposed to search engine marketing (SEM) which deals

with paid inclusion. Typically, the earlier (or higher) a site appears in the search results

list, the more visitors it will receive from the search engine. SEO may target different

kinds of search, including image search, local search, video search and industry-

specific vertical search engines. This gives a web site web presence.

As an Internet marketing strategy, SEO considers how search engines work and what

people search for. Optimizing a website primarily involves editing its content and HTML

and associated coding to both increase its relevance to specific keywords and to

remove barriers to the indexing activities of search engines.

The acronym "SEO" can refer to "search engine optimizers," a term adopted by an

industry of consultants who carry out optimization projects on behalf of clients, and by

employees who perform SEO services in-house. Search engine optimizers may offer

SEO as a stand-alone service or as a part of a broader marketing campaign. Because

effective SEO may require changes to the HTML source code of a site, SEO tactics may

be incorporated into web site development and design. The term "search engine

friendly" may be used to describe web site designs, menus, content management

systems, images, videos, shopping carts, and other elements that have been optimized

for the purpose of search engine exposure.

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1.2 Origin and development of the industry

Webmasters and content providers began optimizing sites for search engines in the

mid-1990s, as the first search engines were cataloging the early Web. Initially, all a

webmaster needed to do was submit the address of a page, or URL, to the various

engines which would send a spider to "crawl" that page, extract links to other pages

from it, and return information found on the page to be indexed.The process involves a

search engine spider downloading a page and storing it on the search engine's own

server, where a second program, known as an indexer, extracts various information

about the page, such as the words it contains and where these are located, as well as

any weight for specific words, and all links the page contains, which are then placed into

a scheduler for crawling at a later date.

Site owners started to recognize the value of having their sites highly ranked and visible

in search engine results, creating an opportunity for both white hat and black hat SEO

practitioners. According to industry analyst Danny Sullivan, the phrase search engine

optimization probably came into use in 1997.

Early versions of search algorithms relied on webmaster-provided information such as

the keyword meta tag, or index files in engines like ALIWEB. Meta tags provide a guide

to each page's content. But using meta data to index pages was found to be less than

reliable because the webmaster's choice of keywords in the meta tag could potentially

be an inaccurate representation of the site's actual content. Inaccurate, incomplete, and

inconsistent data in meta tags could and did cause pages to rank for irrelevant
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searches. Web content providers also manipulated a number of attributes within the

HTML source of a page in an attempt to rank well in search engines.

By relying so much on factors such as keyword density which were exclusively within a

webmaster's control, early search engines suffered from abuse and ranking

manipulation. To provide better results to their users, search engines had to adapt to

ensure their results pages showed the most relevant search results, rather than

unrelated pages stuffed with numerous keywords by unscrupulous webmasters. Since

the success and popularity of a search engine is determined by its ability to produce the

most relevant results to any given search, allowing those results to be false would turn

users to find other search sources. Search engines responded by developing more

complex ranking algorithms, taking into account additional factors that were more

difficult for webmasters to manipulate.

Graduate students at Stanford University, Larry Page and Sergey Brin, developed

"backrub," a search engine that relied on a mathematical algorithm to rate the

prominence of web pages. The number calculated by the algorithm, PageRank, is a

function of the quantity and strength of inbound links.PageRank estimates the likelihood

that a given page will be reached by a web user who randomly surfs the web, and

follows links from one page to another. In effect, this means that some links are stronger

than others, as a higher PageRank page is more likely to be reached by the random

surfer.

Page and Brin founded Google in 1998. Google attracted a loyal following among the

growing number of Internet users, who liked its simple design. Off-page factors (such as

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PageRank and hyperlink analysis) were considered as well as on-page factors (such as

keyword frequency, meta tags, headings, links and site structure) to enable Google to

avoid the kind of manipulation seen in search engines that only considered on-page

factors for their rankings. Although PageRank was more difficult to game, webmasters

had already developed link building tools and schemes to influence the Inktomi search

engine, and these methods proved similarly applicable to gaming PageRank. Many

sites focused on exchanging, buying, and selling links, often on a massive scale. Some

of these schemes, or link farms, involved the creation of thousands of sites for the sole

purpose of link spamming.

By 2004, search engines had incorporated a wide range of undisclosed factors in their

ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites

using more than 200 different signals.The leading search engines, Google and Yahoo,

do not disclose the algorithms they use to rank pages. Notable SEOs, such as Rand

Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen, have studied different approaches

to search engine optimization, and have published their opinions in online forums and

blogs. SEO practitioners may also study patents held by various search engines to gain

insight into the algorithms.

In 2005 Google began personalizing search results for each user. Depending on their

history of previous searches, Google crafted results for logged in users. In 2008 Bruce

Clay, said that "ranking is dead" because of personalized search. It would become

meaningless to discuss how a website ranked, because its rank would potentially be

different for each user and each search.

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In 2007 Google announced a campaign against paid links that transfer PageRank. In

2009 Google disclosed that they had taken measures to mitigate the effects of

PageRank sculpting by use of the nofollow attribute on links.In December 2009 Google

announced it would be using the web search history of all its users in order to populate

search results.

1.3 Growth and present status of the industry

SEO is a very big industry in today’s world. But without the proper exposure this

industry has lagged behind and has not been recognized for all it has done in the

internet circle. The entire SEO setup has really been very low profile and hasn’t been

given the attention it deserves. If not for SEO, the search engines would not have

existed. Nearly 80% of internet traffic today begins at a search engine. Everyone search

their favorite and most wanted articles and information through search engines.

The SEO industry is certainly growing and going places. Today, the industry is getting its

due credit and recognition by the industry. According to many experts, many people use

search engines for simple navigation. In such a scenario we very well come to know the

importance of search engines in today’s world.

Search engines are here to stay. However, there was a time when people did not know

much about search engines. Since Google came into the picture, search engines have

developed a new meaning all-together. SEO has played a major role and brought many

more people to the search engines. Thus, the industry has grown bigger and is still

growing. This is where AD Age came into the picture, brought into notice the basic
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function of SEO and taken it to everyone’s attention. In the process, it has also given

SEO the due credit that it deserves for bringing such a revolution in the search engine

industry.

1.4 Future of the industry

SEO which stands for search engine optimization sector, in India it is one of the most

attractive places for every IT professional to work, because the work pressure is less

and money is more. All you need to do if you are working in a search engine

optimization company is just to make sure that your client’s website should be at top of

all the search engines as per the required search. For example, if the customer is

searching for computer support in New-York then he should the name of our client who

is operating in New-York and is in the same industry.

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It is helping out almost every Indian IT professional to get a lucrative job and that too

with a easy job for him by working in this industry as the competition within clients is

getting higher and they are reliable mainly on SEO services in India to make sure that

they are the one who is making the lead for others. SEO companies in India are making

their roots all over the world to make sure that the Indian market is best market for every

sector. As it is a new technology in India. SEO Indian companies are not so much

popular among Indian companies however they are getting popular in every part of the

world. As per a survey it is been believed that in next five to six years SEO companies

will gain more than 100 % popularity and will be the most lucrative sector in India for

everyone not only for employees but also for the Indian clients who will get their

popularity and will increase their profit by 60 percent more.So, we can say that the

future of SEO companies is bright and it can provide more and more jobs to individuals.

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 CHAPTER 2

PROFILE OF THE
ORGANIZATION

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2.1 ORIGIN OF THE ORGANIZATION

Analytics eye was established in December 2005 as Web analytics and Predictive

analytic solution provider with the company's strategic focus on the growing SEO, SME

and Analytics market. Headquartered in Bangalore, the Silicon Valley of India, with

another branch at Mumbai in Maharashtra. Analytics eye understands that the Web

sphere is a platform of all future businesses and they are striving the extra mile to

provide industry specific tailor made solutions.

Through the last few years’ analytics has gradually established and marketed their

brand in SEO, SEM and Web-analytics solutions. Currently Analytics impetus has been

on providing industry specific Business web-solutions, web-analytics solutions, Project-

based application development services, Corporate Branding Solutions, Search Engine

Marketing and Internet Marketing solutions, with more web solutions in the pipeline that

they will be launching.

Analytics clientele base has slowly and progressively started growing through the states

of Karnataka, Maharashtra, and Andhra Pradesh.

Analytics eye Board of Directors:

Praveen : Director (Sales and Marketing)

Easwar Kumar : Director (Sales and Finance)

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2.2 GROWTH AND DEVELOPMENT OF THE ORGANZATION

Analytics customers are spread over:

• Middle East : UAE and Saudi Arabia

• Indian Sub-continent

• UK

• US

2.3 PRESENT STATUS OF THE ORGANIZATION

The organization has a youth bunch of managers who have been trained from the grass

root that is from technical category. The organization promotes the people within the

organization except two or three post that is general manager. The other entire manager

has been promoted from their respective position . The company is very popular in the

field of web-analytics, predictive-analytics .

TPM POLICY

The organization has achieved sustainable growth in turnover and profits and expand

continuously ‘ Satisfied Customer’ base by practicing TPM.

2.4 FUTURE PLANS OF THE ORGANIZATION

The company is planning expansion in facilities which are important to meet the

customer needs.

1. WEB-ANALYTICS

2. PREDICTIVE-ANALYTICS

3. GOOGLE-ANALYTICS
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2.5) Organization Structure and Organizational Chart

Organization structure
• Analytics eye has a Hierarchical structure

• It has different levels of management and supervision

• There is a long chain of command running from top of the organization

Ex: Managing Directors down to the bottom of the organization

In Analytics eye there is a narrow span of control that is each manager has a small
number under their control and employees can be closely supervised.
• There is a clear management structure

• The function of each layer is clear and distinct

• There is a clear line of responsibility and control

There is a clear progression in the organization

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2.6) Product and Service profile of the Organisation

1. Web-analytics

2. SEO

3. SMO

4. Predictive analytics

2.7) Market Profile of the Organization

Aanalytics market share is around 1% of total market as compared to its competitors.

The competitors of Analytics eye are as follows:

1. Alexa

2. Web-stat

3. All the companies in the field of SEO, SMO

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 CHAPTER 3
DISCUSSIONS ON TRAINING

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3.1 STUDENT'S WORK PROFILE ( ROLE AND RESPONSIBILITIES)

As management trainee I worked in Marketing department of Analytical eye, I was given

the following responsibilities.

1) Searching for news clients

2) Analysing the web-site of new customers(leads) and preparing a tailor made proposal
for their business. This includes,

a) Introducing about our company and our services.

b) Understanding their web-site.

c) Understanding their business(customers, services, key-strengths)

d) Identifying the important Key-words.

e) Explaining the importance of SEO, SEM, Analytics

3) Working with our manager to set a quotation (It depends on the service requirement
of the customer)for the clients.

4) Follow-up of the older customers and pending customers .It is done on day-to-day
basis.
5) Giving feed back to the top management on customer expectation, customer
requirement .
6) Working together with the top management for increasing the customer base of the
company.

3.2 DESCRIPTIONS OF LIVE EXPERIENCE

As management trainee in Analytics Eye working in marketing department.

1. I used to work on various client web sites as a result I came to about various
business, the effect of globalisation on various businesses.

2. As every business these days is using Internet as their important marketing

strategy for growing customer base, I came to know about the variety of
businesses and their range of operation.

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3. I could to some extent understand the role played by social media networks and
internet in building a brand image for the comapany.

4. I had started learning analysis of the we-statistics provided by various internet

service providers like google, yahoo etc..

5. I had gained experience of working in a team.

6. I had got a chance to participate in one of the of top management meeting where
I learnt various aspects of business like

a) Collective decision

b) How to plan

c) Managing failure

d) Preparing various strategies and

e) Effective Implemention of strategies

f) Organised way of work

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 CHAPTER 4

STUDY OF SELECTED RESEARCH

PROBLEM

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4.1 STATEMENT OF RESEARCH PROBLEM

Analysing the effectiveness of SMO and SEO services in promoting a website for

gaining more visibility.

4.2 STATEMENT OF RESEARCH OBJECTIVES

Analysing the factors that affect the visibility for the company opting for internet

marketing it improve its sales volume.

4.3 RESEARCH DESIGN AND METHODOLOGIES

The report has been prepared as per the information obtained from two
Sources. They are:

1. Primary data
2. Secondary data

1.Primary data:
The primary data included the information collected from the.
1. Structured questionnaire
2. Personal interview with clients.
In this study the primary source of information is, the owner of a web-site. Here took the
information from the customer like his
1. target customers
2. product/service features.

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2.Secondary data:
Secondary data includes
a. Data from various magazines esp. Interior Design Magazines.
b. Internet
c. Brochures
d. Books
e. Newspapers etc
The secoundary source of information for this study was the data obtained from google.
Google maintains a separate account for each and every website, where each and
every information related to that web-site is stored. This information includes
1. The owner of the web-site
2. Number of visits made to that website by various people across the globe
3. Time they spent on each web-page.
4. Visitors characteristics like their age, education, location etc.
5. Visits are also clasified by geographical location of the visitor.etc
The website owner can request google and get access to this account. This

1.WEBSITE EVALUATION AND ANALYSIS

Website analysis/evaluation is the continuous process of identifying, understanding, and

adapting outstanding practices against recognized industry leaders to help website

improve its performance. It is an ongoing activity that is intended to improve

performance and can be applied to all facets of operation. This process shall ensure

that we get the right start by various analysis we implement to attain top search engine

rankings.

The first step in conducting a Function-based web analysis is a rigorous classification of

the pages on the site.

1. Engagers

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 2. Routers

3. Convincers

4. Explainers

5. Informers

6. Billboards

7. Sponsors

8. Closers

9. Converters

10.Completers

2.Analysing the URL

1. Is it somebody's personal page?

2. What type of domain does it come from ?

3. Is it published by an entity that makes sense?

Look for indicators of quality information:

1. Are sources documented with footnotes or links?

2. If reproduced information (from another source), is it complete, not altered, not

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 fake or forged?

3. Are there links to other resources on the topic?

What do Google say?

1. Traffic details.

2. Contact/ownership info for the domain name.

3. "Related links" to other sites visited by people who visited the page.

4. Sites that link to the page.

5. A link to the "Wayback Machine," an archive showing what the page looked like

in the past.

3.COMPETITION ANALYSIS

We made a list of few competitors and had visited their website to closely observe and

analyze various techniques used by them. During this analysis we will get a picture of

the strategy with regard to promotion/optimization that would exactly work for the

customer business. This properly planned strategy would then be used to implement

various other steps required to attain top rankings and would help your website to

maximize its performance in search engines.

4.WEBSITE STUDY

After finishing Competition Analysis, we then proceed towards analyzing the website as

to how closely is it related to these previous analysis. We studied the structure of the

website and compare the same with that of its competitors to give us an idea of how the

optimization process should be. During the Website Study process, we will also plan

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and design a layout for the website which will be implemented/designed during the

optimization process to give the site a professional look and make it more search

engine friendly.

5.IDENTIFY AND DEFINING KEYWORDS

Careful research into keyword phrases is an essential step towards a successful SEO

campaign. Optimization process will yield no results if the proper keyword phrases are

not targeted. Since single keywords are so generic in nature and usually so competitive,

it is important to research "keyword phrases" consisting of more than two keywords to

optimize for on each page of the web site. We use Wordtracker and Overture

Suggestion Tool to get the best possible and most frequently used keyword phrases for

the website. A few keywords that were prepareed for Financial Mirror are mirror,

financial, car finance, bank, mirror tv, data recovery, jobs, cyprus, jobs cyprus, cruises,

etc

6.SELECTING THE BEST KEYWORDS

After the initial keyword analysis, we will collect all such keywords which we consider

will match business requirements and send the customer a complete report of the

same for the final confirmation on the keywords. The customer then have to select the

best keywords in the order of importance and send us the same so that we optimize the

pages according to those keywords to attain maximum results.

a few keywords selected by the customer are: financil mirror, talat, financial mirroe

cyprus, bank of cyprus, cyprus h1n1

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7.WEBSITE CONTENT ANALYSIS

In this process we reviewd the content of the website (All Pages). Since search engines

not only consider meta tags, but also text from the body of the page for any search

query, it is very important to have some text on the body of the page, which has some

keywords evenly scattered on the page. This factor has a great significance in placing

the website in search engines.

8.HTML CODE REFININGHTML

Code Refining is a process where we analyzing and reviewing the code for all the web

pages and simultaneously fixing all the errors. During this process we removed all the

unwanted codes considered to be spam. We manually fine tuned each web page and

removed redundant html codes which are automatically created during the time of

design. Few of the sites designed using Front Page or other tools leave behind a lot of

junk codes for search engines which dilutes the keyword density which is an important

factor when it comes to ranking.

9.IMAGE OPTIMIZATION

Surprisingly, there are research that shows internet users tend to close the browser if it

takes more than 8 seconds to load the entire page on the browser. From search engine

perspective, downloading time is a factor which is now considered in their ranking

algorithms.

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10.META TAGS

Developing meta tags is one of the most important and difficult task in the entire SEO

process. Based on the ongoing analysis and keywords SEO experts shall form an

optimal class of meta tags combining <title>, considered to be the most important tag as

far as search engine ranking is concerned, <description> and <keyword>. There are

quite a few other tags which are not as important as these three mentioned above. This

process had continued, till we had developed meta tags for each web page on the site

concentrating on each product or service that is described on the page, thus covering a

wide array of keywords.

EXAMPLE:

<HTML>

<HEAD>

<TITLE>The title of your Web page goes here</TITLE>

<META NAME="description" content="The description of your Web page goes here">

<META NAME="keywords" content="Keywords and key phrases go here">

</HEAD>

<BODY>The content of your Web page that visitors see goes here.</BODY></HTML>

11.DYNAMIC PAGE OPTIMIZATION

A dynamic website is data base driven site in which part of the content is generated by

Server Side Programs(Middle Tier).

Phase I

Visitor clicks —> (Server side program-Middle Tier) —> Database

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Phase II

Database —> (Server side program-Middle Tier) —> HTML

There are two major problems with dynamic web site when it comes to search engines:

1. Dynamic web page does not exist when search engine Robots are reading the

pages. The search engine Robots usually do not read character such as "?", "%",

"$" "#".

2. Search engines usually consider dynamic Website as never ending links.

Search engines robots will get stock in an infinite loop specially if the dynamic

page has Session ID

How to make dynamic websites search engine friendly?

There are different solutions to convert dynamic websites to a search engine friendly

websites.

Create static URLs based on dynamic URLs.Search engines are able to read static

URLs much easier than dynamic URLs, so if one convert a dynamic web page to a

static web page there is more chance that web page will be read by the search engines

robots. There are two methods for converting Dynamic website to Static website:

Creating a Static Front Page - This is an easy solution for big problem. If you do have

small dynamic page and enough time you can do it. Just right click on page by page of

you site, copy the source code and create new static page with .htm or .html extension.

Modifying Server Side Programs (Middle Tier) - The more sophisticated solution will

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be changing programs in Server Side Programs (Middle Tier). One need to know in and

out of Server Side Programs (Middle Tier) and the hosting server.

Example:

<%

if Request.Form("select")<>"" then

Response.Redirect(Request.Form("select"))

end if

%>

<html>

<body>

<form action="demo_redirect.asp" method="post">

<input type="radio" name="select"

value="demo_server.asp">

Server Example<br />

<input type="radio" name="select"

value="demo_text.asp">

Text Example<br /><br />

<input type="submit" value="Go!">

</form>

</body>

</html>

The website should be search engine optimized before inserted to any search engines.

There are many search engines that charge the owner to insert the website in their

result lists. The following are some of the search engines:

1. AltaVista are powered by Yahoo!

2. AskJeeves

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 3. FAST

4. AllTheWeb

5. Inktomi

6. LookSmart

7. Lycos

8. Teoma

9. Yahoo

12.DEVELOPING OPTIMIZED PAGES

Since it would be difficult to target more than a limited number of keywords for the

existing site (usually home page) we develop Content Based Optimized Pages which

are keyword rich pages designed to specifically meet the search engine criteria for that

particular keyword phrase for which we had targeted. This page shall then be submitted

to various search engines to be indexed thus attaining great results for the targeted

keywords.These pages will not have any spam techniques. There will be visible links to

these pages from home page or any other inside pages which will rule out any

possibility of being banned. This visible link will allow the search engine spider to crawl

and index the optimized page thereby achieving good results.

The keywords which we used in various pages of Financial Mirror are

13.RECIPROCAL LINK BUILDING

The most important aspect in today's search engine ranking algorithm is the advent of

link popularity. Search engines are always developing ways to make their results more

relevant. In the last couple of years, links have become increasingly more important to

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the engines because they see links as an endorsement of a particular site by other

website's.Taking advantage of this process we have setup the complete link categories,

link pages and configured the same with Financial mirror server so that the pages

reside on its server. We then request links from high quality sites (Google Page Rank 4

and greater) which are relevant or complimentary to Financial morror website for

reciprocal links. This is an ongoing process which involves communication and daily

maintenance.

14.NON-RECIPROCAL LINK BUILDING

We have our network of sites which have good Google Page Rank. We placed Financial

Mirror site's link on these web pages without providing a reciprocal link. The network of

sites are our client sites and sites owned by us.

15.SEARCH ENGINE SUBMISSION

We then Catogorised their website and submitted manually each page of this site to

various search engines like Google, Altavista (manual submission), AOL and directories

like DMOZ (Netscape) etc.This will be done monthly to ensure that your website will

stay there on the search engine indices consistently.

16.RE-OPTIMIZATION / MAINTENANCE & MONITORING

The ranking in the search engines will constantly fluctuate for a variety of reasons. New

sites are added and dropped from the index. We have been monitoring their

competition and noting the changes which results in a new position for them. The

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search engines also frequently change their algorithm. Consequently, once we have

achieved a high ranking we should regularly monitoring their position and 'tweak' the

web pages if necessary. We should also re-optimize the web pages to meet the present

search engine criteria.

4.4 ANALYSIS OF THE DATA

1. Direct Visitors

1. Direct Traffic on the site varies from 52 visitors a day to 350 visitors a day. Traffic

peaks on mid week and decreases on weekends.

2. The breakup of visitor type are 42% New, 52% Returning, 33% of New visitors

land directly on the home page most of it comes from Kempinski. and rest of

them land on other innerpagesdirectly. This could be from RSS feeds or

emailers.
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 3. Direct New Visitors visiting the home page are 50% of the Direct Returning

Visitors.

4. Bounce Rates on inner News pages for Direct New & Returning Visitors are

higher than home page. This means users are navigating to inner pages.

5. Home page bounce rates (/index.html) are as high at 45%, 53%, there is scope

for reducing .

2.Demographics

AGE:

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The visitors of this site are more in the age group of 24-34, then followed by 55-64

This shows that the people above age 30 are more intrested in Travelling . This data

helps us to segment the customers and concentrate on educating and attracting these

customers. Concentrating on socialmedia web sites like Siliconindia and other

professional web sites can help in generating the traffic to the web-site there by

increasing the ROI.

EDUCATION:

This shows that the customers visiting the Emirates palace web-site had completed

their graduation.

GENDER:

Majority of visiting customers are male than female.

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BROWSING LOCATION:

This graph shows browsing location of the customers. It can also interpreted as more

and more number of people are taking internet connection at their homes. This is one of

the excellent information which helps us to predict the penetration ,growth and

revolution which internet will bring in coming future. This revolution can be in the fields

of e-commerce , social networking etc.

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3. SUCCESS OF VARIOUS KEY WORDS

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4. EMIRATES PALACE USERS COME FROM THESE COUNTRIES

3. Search Engine Visitors

Google being the top SE for generating traffic online. Search Engines are big source of

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New Visitors. Bounce rate for New Visitors are more than returning visitors. SE visitors

come from16,383 visitors. Top 5 keywords are “emirates placace” keywords

bloomberg.com generate more returning visitors than new visitors.

Long tail keywords however generate more new visitors. Brand words like “emirates

palace” generate returning visitors. 25% of the traffic lands on home page, consisting

more of returning visitors than new visitors. Most of the other pages are eitherin News

section or hotela and luxury section.50% of the paid traffic is Returning Visitors. This

means the paid traffic need to be tweaked to focus on generating more New visitors.

4.Visitor Behavior

1.Visitors visiting 1-8 times are more search engine visitors, however user visiting more

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than 8 times come directly. Recent Visitor coming within 1-2 days, Direct visitors are

less than SE visitors, this shows our brand recall is 1 or 2 days max.

There seems to be high bounce rate for Index.html or home page, which is bad. This

clearly means either of 2 things, users not serious are landing on site or required

information is not found.

2.Visitors who have been to the site more than 4 days ago return through SE.

Interestingly, Visitors who stay online for less than 30 seconds are more of Direct

visitors than SE visitors.

3.Returning Visitors stay online for longer duration

4.Returning visitors browse more pages on the site.

5. Website suggestions and goals

Suggestions & Goals

1.PPC Campaigns are bringing in repeat traffic, however it would be of more value if

they bring in new visitors.

2.Improve stickiness of website, let more users browse inner pages of the site. There

seems to be high bounce rate for Index.html or home page, which is bad. This clearly

means either of 2 things, users not serious are landing on site or required information is

not found.

3.Majority of Traffic is coming from Search engines, therefore it is important to optimize

the traffic from SE.

4.The referral traffic fulltraffic.net, even though giving a high volume of visitors are not

good enough to retain them.

5.Bounce Rate is very high compared to Industry benchmark standards.

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There are 2 main activities to be done on site:

– Reduce bounce rate of Visitors on home page and ,main pages.

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 CHAPTER 5
SUMMARY
AND CONCLUSIONS

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5.1 SUMMARY OF LEARNING EXPERIENCE

After joining Analytics eye as a Management trainee, I came to know what exactly is
happening in the service industry. I Came to know about the market .Learnt how to
convince client, how to talk to him. Intially the job was very difficult for me because for
the first time I was doing this type of work but slowly as the time passed I learnt my job
and started doing it effectively .I used to write at least 6 proposals everyday to our
clients and get the deals from them.

1) Learnt how to present my self in front of clients.

2) Got the exposure how to relate what I have studied in the college with practical
experience.
3) It has helped me in improving my communication skill.
4) Able to understand consumer buying behavior and their way of thinking.
5) Able to understand about SEO, SEM very well.

5.2 CONCLUSIONS AND RECOMMENDATIONS

CONCLUSION:

As the trainee in Analytics eye ,I had worked in different departments. Due to which I
was able to learn many different things in the organization. Organization is able to
satisfy the customers but further improvements could be done for reaching excellence.
Some recommendations are given below:

Concentrate more on promotion of analytics services as there are only few competitors
in this field and it is a rapidly growing market.

Take the advantage of earlier mover in the field of web-analytics.

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ANNEXURE

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 BIBLIOGRAPHY

 Financialmirror.com
 Analyticseye.com
 Alootechie.com
 Alexa.com
 Allaboutseo.com

Books & Magazines

(Kothari Cr 2008)
“Research Methodology Methods & Techniques”
(New Age International (p) Limited)

www.google.com
 SALES GUIDE BOOK
 COMPANY SALES REPORT
 COMPANY SALES REPORT
 COMPANY FEEDBACK FORM
 BROCHURES

Books:

1.Philip Kotler & Kevin Lane Keller, Marketing Management, 2005, twelfth
edition, New Delhi, Prentice-Hall of India( now known as Pearson Education
Inc) p 144-146

2.Dr.D.D Sharma, Marketing Research Principles Applications and Cases,1999,Second

revised edition, New Delhi, Sultan Chand & Sons

3.Donald S.Tull & Del I Hawkins, Marketing Research, 1997, sixth edition,New
Delhi, Prentice-Hall of India

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