A major project report on

Digital Marketing & Web Development

Submitted by

MD TAHSANUR RAHMAN
MUKUL BISWAS

in partial fulfillment for the award of the degree

of
BACHELOR OF TECHNOLOGY
IN

COMPUTER SCIENCE AND ENGINEERING

ALAKH PRAKASH GOYAL SHIMLA UNIVERSITY

SHIMLA 171009
150130102034 150130102036
JUNE 2019

1
 ALAKH PRAKASH GOYAL SHIMLA UNIVERSITY
SHIMLA 171009

BONAFIDE CERTIFICATE

Certified that this project report “Search Engine Optimization & Web Development”
is the bonafide work of “Md Tahsanur Rahman, Mukul Biswas” who carried out the
project work under my supervision.

SIGNATURE
SUPERVISOR
SIGNATURE
RUCHIKA CHANDEL
CLASS MONITOR
C.S.E DEPARTMENT

SIGNATURE
NISHA GAUTAM
HEAD OF THE DEPARTMENT
COMPUTER SCIENCE & ENGINEERING

2
 ABSTRACT
Search engine optimization (SEO for short) is simply the process of obtaining website
visitors (or traffic) from “free” or “organic” search results in search engines like Google
or Bing.

All major search engines have primary search results that are ranked based on what the
search engine considers most relevant to users. We call these organic results, because
they are free and not driven by paid advertisements.

Search engine optimization helps maximize the number of visitors to a particular

website or page by ensuring that the site appears high on the list of organic results
returned by a given search engine.

Search engine optimization is often about making small modifications to parts of your
website. When viewed individually, these changes might seem like incremental
improvements, but when combined with other optimizations, they could have a
noticeable impact on your site’s user experience and performance in organic search
results. You’re likely already familiar with many of the topics in this guide, because
they’re essential ingredients for any webpage, but you may not be making the most out
of them.

Web development refers to building, creating, and maintaining websites. It includes

aspects such as web design, web publishing, web programming, and database
management.

While the terms "web developer" and "web designer" are often used synonymously,
they do not mean the same thing. Technically, a web designer only designs website
interfaces using HTML and CSS. A web developer may be involved in designing a
website, but may also write web scripts in languages such as PHP and ASP.
Additionally, a web developer may help maintain and update a database used by a
dynamic website

Web development includes many types of web content creation. Some examples include
hand coding web pages in a text editor, building a website in a program like
Dreamweaver, and updating a blog via a blogging website. In recent years, content
management systems like WordPress, Drupal, and Joomla have also become popular
means of web development. These tools make it easy for anyone to create and edit their
own website using a web-based interface.

3
While there are several methods of creating websites, there is often a trade-off
between simplicity and customization. Therefore, most large businesses do not use
content management systems, but instead have a dedicated Web development team
that designs and maintains the company's website(s). Small organizations and
individuals are more likely to choose a solution like WordPress that provides a basic
website template and simplified editing tools.

4
 TABLE OF CONTENTS

CHAPTER CHAPTER NAME PAGE NO.

NO.

01 Title Page 01

02 Bonafide Certificate 02

03 Abstract 03-04

04 Table of Contents 05-06

05 List of Figures 07-08

06 Chapter 1 9-19

07 Chapter 2 20-61

08 Project Overview 20

09 About the website 20-39

10 Plan 24-25

11 Wordpress 25

12 Implementation 30-33

13 Template 33

14 Features 33-34

15 Social Sharing Buttons 34

16 Contact Form 35

17 Design 35-39

18 Digital Marketing 39-41

5
19 SEO 41-61

20 Keyword Research 50

21 Social & Link Building 52-53

22 Mobile SEO 54-61

23 Testing 61

24 Chapter 3 62-64

25 System Requirement 62

26 Conclusion 63

27 Reference 64

6
 List of Figures

SERIAL FIGURE NAME PAGE

NO. NO.
01 Users 21
02 Users 21

03 Users 22

04 Users 22

05 User Statistics 23
06 Traffic 23

07 Global user 24

08 Color Spectrum 27

09 Triadic Color Scheme 28

10 Compound Color Scheme 29

11 Analogous Color Scheme 29

12 Wordpress Database Form 32

13 Website Information Form 33

14 Website Login Form 33

15 Wordpress Plugins 34

16 Social Sharing Button 35

17 Contact Form 35

18 Website Login Page 36

19 Article Landing Page 37

20 Website Home Page 38

7
21 Website Home Page 38
22 Article Views 38
23 Article Views 39
24 About Us Page 41
25 SEO Working Page 42
26 Title Tag 42
27 Meta Description 47
28 Search Result for SEO 48
29 Search Result for SEO 56
30 Responsive Web Design 56
31 Dynamic Serving 57
32 Separate URLs 57

8
 Chapter: 1
Introduction

In general, marketing means creating value for its product or service. Advertising
in business is a part of marketing communication that is used to encourage, or
manipulate and communicate our audience to take or continue to take some action.
Advertising is normally done by a third party known as advertising agency. An
advertising agency is a service based business dedicated to creating, planning, and
handling advertising for its clients. An ad agency is independent from the client
and provides an outside point of view to the effort of selling the client's products
or services. An agency can also handle overall marketing and branding strategies
and sales promotions for its clients. Types of ad agencies are
Full service agencies
Creative agencies
Specialized agencies
In-house agencies
Digital agencies or new media agencies
This report is completely discussing about digital or new media agencies. There
was a time when Television was the most popular medium for Marketer to
promote, spread awareness and generate leads for their products but now the trend
has changed and Digital media has taken its place. Main reason for this change
was
Traditional methods are expensive. Compared to digital marketing channels,
you could end up spending thousands of dollars more. In this report, an example
is given based on this issue. Traditional marketing channels fail to provide
instant feedback and reports about who saw or heard an ad, and took action. This

9
data is collected long after the initial ad impression is made (and still then, the
statistics are far from exact numbers).
Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is
being viewed, how often, how long, as well as other statistics such as sales
conversions.
Digital marketing can be defined as a bridge way for both way communication.
That means the marketer and the customer can communicate with each other in
real time and give each other feedbacks. On the marketers perspective they can
help the customers in need and what better way to know the needs of the customers
than communicating with them in real time.

People often ask why digital marketing? Digital marketing include business
development process, content writing, social media. Marketing practices have
dramatically shifted with the rise of social media and proliferation of devices,
platforms, and applications. Your prospective and current customers are trying to
communicate with you, and you can listen and respond faster, and with more
personalization than ever before. This shifting environment presents new
opportunities and challenges for marketers. With digital marketing, it's easy to fall
behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify
areas of improvement. Useful for individuals from small- to medium-sized
businesses who want to use new media as a vehicle for growth.Organizations are
leveraging digital marketing methods for successful marketing strategy
implementation inbound marketing through publishing content online in the form of
portals, podcasts, e-journals, online campaigns, social media marketing, search
services; and outbound marketing including email marketing, RSS (Really Simple
10
Syndication) feeds and others. A recent survey of 3300 business executives from
various industries indicates that on an average, 34% of a company’s leads come from
inbound marketing verses 22% through1 outbound marketing .

Digital marketing can be defined as the process of promoting of brands using

digital distribution channels comprising internet, mobile and other interactive
channels. The basic advantage in this form of advertising lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.

Pull:

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:

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.

11
Social Media Marketing:

Social media marketing (SMM) is a form of Internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content
that users will share with their social network to help a company increase brand
exposure and broaden customer reach.

One of the key components of SMM is social media optimization (SMO). Like
search engine optimization (SEO), SMO is a strategy for drawing new and unique
visitors to a website. SMO can be done two ways: adding social media links to
content, such as RSS feeds and sharing buttons -- or promoting activity through
social media by updating statuses or tweets, or blog posts.

SMM helps a company get direct feedback from customers (and potential
customers) while making the company seem more personable. The interactive parts
of social media give customers the opportunity to ask questions or voice
complaints and feel they are being heard. This aspect of SMM is called social
customer relationship management (social CRM).

SMM became more common with the increased popularity of websites such as
Twitter, Facebook, Myspace, LinkedIn, and YouTube. In response, the Federal
Trade Commission (FTC) has updated its rules to include SMM. If a company or
its advertising agency provides a blogger or other online commenter with free
products or other incentives to generate positive buzz for a product, the online
comments will be treated legally as endorsements. Both the blogger and the
company will be held responsible for ensuring that the incentives are clearly and
conspicuously disclosed, and that the blogger's posts contain no misleading or
unsubstantiated statements and otherwise complies with the FTC's rules concerning
unfair or deceptive advertising.

12
Benefits of Social Media Marketing
There are a variety of reasons why your company should use social media
marketing, but we’ve created a list of four of the most beneficial reasons to
consider.

Let's dive in.

Increase Brand Awareness:

In 2018, there were over 3.2 billion people on social media globally. Due to the
sheer amount of people on social media, you can see why ensuring your business is
sharing content related to your products as well as details about your company via
a platform or two has the potential to help you improve brand awareness.

In fact, social media has been proven to boost brand awareness by driving up
engagement. Social engagement includes things like comments, likes, shares, and
re-posts. Social media also helps you increase brand awareness by directing traffic
straight to your site. You can do this by including direct links to your website in
your profile, bio, and posts.

Generate Leads and Boost Conversions:

Promoting and sharing your products on social media is a simple way to improve
lead generation, boost conversions, and increase sales because you’re advertising
to people who have opted engaging with you by following your account.

Here are some examples of ways you can use social media to generate more leads:

 Create contests for your visitors and followers to participate in on your

social media profiles.
 Include links to your website and offers in the bio sections of your
profiles.
 Host live videos to make announcements about products and provide
updates or details about exciting news at your company.
 Implement a social media marketing campaign on one of your channels.
 Sell your products through your social profiles. For example, you can
enable Facebook’s Shop Section or Instagram's Shopping feature on your
profiles. These features allow your visitors and followers to click on
13
 products you’ve shared in posts to view information such as price, material,
and size. Then, visitors can easily proceed to checkout through the platform
and buy the product directly from you.

Email Marketing:

The first email, sent by Ray Tomlinson in 1971 or 1978 depending on your source,
marked the beginning of the modern communication era. The message was nothing
special, a series of numbers and letters that looked more like a password than a
message, but its significance was profound.

The email was sent from one computer to another, traveling through a network of
machines not unlike the internet we know today. Tomlinson also introduced the
"@" symbol in email addresses to the world.

Gary Thuerk, a Marketing Manager at Digital Equipment Corp, sent the first
commercial email years later, where the message reached a list of email addresses.
And voila, email marketing was born. There were only a few hundred people on
the list, but that was enough for Thuerk to claim the mantle, "Father of Spam."

Today, we're inundated with email marketing, and yes, some of it still feels
spammy, but there's no denying the impact a well-crafted message can have on
your customers—not to mention CRM and lead nurturing.

Email marketing helps you connect with your audience to promote your brand and
increase sales. You can do a lot of things with emails, like sell products, share
some news, or tell a story.

14
  Does email marketing work?
When you want to communicate something about your brand or sell your
stuff, email marketing is one of the most cost-effective ways to do so.

In fact, a 2018 study by the DMA found that for every $1 spent, email has an
average $38 return on investment (ROI). When shoppers are ready to buy
something, they often look for emails from their favorite stores.

Still, people receive more and more email all the time, and it can be
challenging to stand out in full inboxes. That’s why Mailchimp gives you the
tools you need to shine.

Mobile Marketing:
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching
a target audience on their smartphones, tablets, and/or other mobile devices, via
websites, email, SMS and MMS, social media, and apps.

Mobile is disrupting the way people engage with brands. Everything that can be
done on a desktop computer is now available on a mobile device. From opening an
email to visiting your website to reading your content, it's all accessible through a
small mobile screen. Consider:

 80% users own a smartphone.

 Mobile platforms, such as smartphones and tablets, host up to 60% of digital
media time for users in the U.S.
 Google anticipates search queries on mobile devices to surpass desktop
searches by the end of 2018.

Effective mobile advertising means understanding your mobile audience, designing

content with mobile platforms in mind, and making strategic use of SMS/MMS
marketing and mobile apps.

A mobile-friendly website is no longer an option—it’s a must. The rise in mobile

traffic coupled with Google’s mobile-friendliness ranking factor means a brand’s
site must adapt to mobile devices in order to stay competitive.
15
For search engines, “mobile-friendliness” means that:

 Content fits on the screen without side-to-side scrolling or zooming.

 Content loads quickly.
 Site returns no mobile-specific errors.

Google has even provided a free mobile-friendliness tool to help marketers

determine how to best improve their sites.

The most important reason to maintain a mobile-friendly site is to create a

consistent and engaging user experience. Mobile UX has a dramatic effect on
every stage of the buying cycle:

 64% of mobile web users abandon pages if they don’t load within 10
seconds.
 35% of executives could not make an intended purchase because the website
they visited wasn’t mobile-friendly.
 90% of the C-suite uses mobile devices to research business purchases.

Making sure your mobile user experience is as easy and seamless as possible
should be a primary marketing goal.

A mobile-friendly website is no longer an option—it’s a must. The rise in mobile

traffic coupled with Google’s mobile-friendliness ranking factor means a brand’s
site must adapt to mobile devices in order to stay competitive.

For search engines, “mobile-friendliness” means that:

 Content fits on the screen without side-to-side scrolling or zooming.

 Content loads quickly.
 Site returns no mobile-specific errors.

Google has even provided a free mobile-friendliness tool to help marketers

determine how to best improve their sites.

The most important reason to maintain a mobile-friendly site is to create a

consistent and engaging user experience. Mobile UX has a dramatic effect on
every stage of the buying cycle:

 64% of mobile web users abandon pages if they don’t load within 10
seconds.

16
  35% of executives could not make an intended purchase because the website
they visited wasn’t mobile-friendly.
 90% of the C-suite uses mobile devices to research business purchases.

Making sure your mobile user experience is as easy and seamless as possible
should be a primary marketing goal.

Web Development:

Web development broadly refers to the tasks associated with developing websites
for hosting via intranet or internet. The web development process includes web
design, web content development, client-side/server-side scripting and network
security configuration, among other tasks. Web development is also known as
website development.

There are two broad divisions of web development – front-end development (also
called client-side development) and back-end development (also called server-side
development. Front-end development refers to constructing what a user sees when
they load a web application – the content, design and how you interact with it. This
is done with three codes – HTML, CSS and JavaScript.

HTML, short for Hyper Text Markup Language, is a special code for ‘marking up’
text in order to turn it into a web page. Every web page on the net is written in
HTML, and it will form the backbone of any web application. CSS, short for
Cascading Style Sheets, is a code for setting style rules for the appearance of web
pages. CSS handles the cosmetic side of the web. Finally, JavaScript is a scripting
language that’s widely used to add functionality and interactivity to web pages.

Back-end development controls what goes on behind the scenes of a web

application. A back-end often uses a database to generate the front-end.

Back-end scripts are written in many different coding languages and frameworks,
such as…

17
  PHP
 Ruby on Rails
 ASP.NET
 Perl
 Java
 Node.js
 Python

Wordpress

WordPress (WordPress.org) is a free and open-source content management system

(CMS) based on PHP & MySQL. Features include a plugin architecture and a
template system. It is most associated with blogging but supports other types of
web content including more traditional mailing lists and forums, media galleries,
and online stores. Used by more than 60 million websites, including 33.6% of the
top 10 million websites as of April 2019, WordPress is the most popular website
management system in use. WordPress has also been used for other application
domains such as pervasive display systems (PDS).

WordPress was released on May 27, 2003, by its founders, Matt Mullenweg and
Mike Little, as a fork of b2/cafelog. The software is released under the GPLv2 (or
later) license.

To function, WordPress has to be installed on a web server, either part of an

Internet hosting service like WordPress.com or a computer running the software
package WordPress.org in order to serve as a network host in its own right. A local
computer may be used for single-user testing and learning purposes.

"WordPress is a factory that makes webpages" is a core analogy designed to

clarify what WordPress is & does. It stores your content that allows you to create
& publish webpages only requiring a domain and a hosting site to work.

WordPress has a web template system using a template processor. Its architecture
is a front controller, routing all requests for non-static URIs to a single PHP file
which parses the URI and identifies the target page. This allows support for more
human-readable permalinks.

WordPress users may install and switch among different themes. Themes allow
users to change the look and functionality of a WordPress website without altering
18
the core code or site content. Every WordPress website requires at least one theme
to be present and every theme should be designed using WordPress standards with
structured PHP, valid HTML (Hyper Text Markup Language), and Cascading
Style Sheets (CSS). Themes may be directly installed using the WordPress
"Appearance" administration tool in the dashboard, or theme folders may be
copied directly into the themes directory, for example via FTP. The PHP, HTML
and CSS found in themes can be directly modified to alter theme behavior, or a
theme can be a "child" theme which inherits settings from another theme and
selectively overrides features. WordPress themes are generally classified into two
categories: free and premium. Many free themes are listed in the WordPress
theme directory, and premium themes are available for purchase from
marketplaces and individual WordPress developers. WordPress users may also
create and develop their own custom themes. The free theme Underscores created
by the WordPress developers has become a popular basis for new themes.

WordPress' plugin architecture allows users to extend the features and functionality
of a website or blog. As of February 2019, WordPress.org has 54,402 plugins
available, each of which offers custom functions and features enabling users to
tailor their sites to their specific needs. However, this does not include the
premium plugins that are available (approximately 1,500+), which may not be
listed in the WordPress.org repository. These customizations range from search
engine optimization, to client portals used to display private information to logged
in users, to content management systems, to content displaying features, such as
the addition of widgets and navigation bars. Not all available plugins are always
abreast with the upgrades and as a result they may not function properly or may not
function at all. Most plugins are available through WordPress themselves, either
via downloading them and installing the files manually via FTP or through the
WordPress dashboard. However, many third parties offer plugins through their
own websites, many of which are paid packages.

SEO stands for “search engine optimization.” It is the process of getting traffic
from the “free,” “organic,” “editorial” or “natural” search results on search
engines.

All major search engines such as Google, Bing and Yahoo have primary search
results, where web pages and other content such as videos or local listings are
shown and ranked based on what the search engine considers most relevant to
users. Payment isn’t involved, as it is with paid search

19
 Chapter: 2
PROJECT OVERVIEW
This project is build due to the partial fulfillment of the degree. Our aim was to
build a website to help students through their complex decision making like which
university will be best according to their dreams, building self-confidence by
sharing life story of various influential people in history & digital marketing.

We also try to help people finding suitable jobs through our articles. We not only
focus on a specific land area or country but we try to work on a global level. We
also work on various digital marketing works such as social marketing, search
engine optimization etc.

ABOUT THE WEBSITE

The website costs a total of $9 USD for domain and $40 USD for hosting from
NAMECHEAP domain & hosting service and $10 USD for wordpress theme.

The website is aroud 3-4 months old in middle of May 2019.The traffic and the
users review of the website is shown below in the figures.

20
Figure1: Users

Figure2: Users (2)

21
Figure3: Users (3)

Figure4: Users(4)

22
Figure5: Users Statistics

Figure6: Traffic

23
Figure7: Global Users

PLAN
Planning is the first and the most important thing to do before starting to build a
website. “Building a website without a plan is like constructing a building without
blueprints” . Without a plan, the website will be a maze to a customer, things are in
the wrong places, and there are too many features. The plan identifies the purpose
of the website, assigns team roles, and identifies the structure of the website. After
it has been decided what pages the website will contain the mock-up of the website
could be sketched. The next step is designing the website and the last but not the
least step is testing the website and ensuring that the appearance of the website is
in a necessary way in all browsers.

Requirements document

The requirements document contains all functional and non-functional

requirements of the website. The document should be written in the future tense
because it is established before development. Before starting any coding, it is

24
important to determine requirements because then there is a guide to follow,
ensuring that the website meets its specifications.

The very first version of the requirements document was created in the meeting
with the executive director. In that meeting, we decided that the website will be
built on WordPress, and the website needs a new domain name and a new web
hosting server. Also, features of the website should be at least the same as the
previous version of the site, and it has to work flawlessly on mobile devices and
desktops. After the meeting, I created the first version of the requirements
document.

Functional requirements

Functional requirements specify what website should do. In our case a functional
requirement could be:

The web application shall be able to let the user share news to social media.

Non-functional requirements

Non-functional requirements describe system attributes like reliability and

usability. In our case a non-functional requirement could be: (2)

The web application shall be easy to use with every mobile device and desktop.

WordPress

WordPress is a free and priceless web software you can use to create a website, a
blog or an application. You can transform your website into almost anything that
you can imagine, thanks to thousands of plugins and themes available. “The core
software is built by hundreds of community volunteers”. WordPress is used by
over 60 million websites and therefore, it is the most popular blogging system in
use on the web.

25
Web hosting

Web hosting is a service that allows companies and private persons maintain and
share their websites via the World Wide Web. Web hosting usually contains email
accounts with their own domain part which is generally the same as a wanted
domain name.

The Internet is overflowing all kinds of web hosting providers. The biggest
difference between providers is price and features. Usually, when the provider
price is higher, the features are better than those of the low-cost provider.
Sometimes the price of one service of one provider may be much higher than that
of another whereas the features are much worse. After checking up all kinds of
web hosting providers, we ended up choosing a provider called NAMECHEAP.

Domain name

A domain name known as a web address, is a service which allows web addresses
of companies and brands to be in a recognisable form. Web addresses would be too
hard to remember without a domain name servers, like e.g. 194.485.249.1. With a
domain name, you can use a personal name or word on your website and email
addresses.

A sitemap

A sitemap is a planning tool which helps to organize and clarify a website

structure. It helps you decide which sites need to be on your website and to exclude
unwanted pages. A sitemap is usually a flowchart or a draft of the content that your
website needs and it should be a starting point for your new website design. (10.)

A Slickplan sitemap design tool was used to create a flowchart sitemap for the
website. It contains all main pages and subpages of the website. Slickplan is a web
app, which allows you to plan any website project. You can plan everything from
your website’s sitemap structure to a user flow. Slickplan has a 30-day free trial
period.

26
Schedule

Scheduling is a crucial part of managing projects. Without scheduling, the project

will not complete in time. Scheduling describes a guidance and a pathway for a
project to run. Scheduling defines certain milestones that need to be achieved on
time for a successful completion of a project. “Monitoring the schedule provides an
idea of the impact the current problems are having on the project and provides
opportunities to enhance or reduce the scope of a milestone in the project”. It also
provides feedback on how the project is progressing and if there are issues that
need to be dealt with or if the client needs to be told about a delay in delivery.

DESIGN

Creating a website design was a new thing to us. We had to learn how to create a
color scheme for a website. Luckily, we found on the Internet an excellent article
about a color theory written for people who are just starting to learn formal design
principles.

Color theory

Color theory is “the interaction of colors in design through complementation,

contrast, and vibrancy.”

“Complementation refers to the way we see colors regarding their relationships

with other colors. When colors occupy opposite ends of the color spectrum, they
lead people to consider a design visually appealing by establishing a happy
medium the eye can reside in. Rather than straining to accommodate for a
particular area of the color spectrum, the eye is provided with balance.”

Figure8: Color Spectrum

27
“Contrast reduces eyestrain and focuses user attention by clearly dividing elements
on a page. The most common example of contrast is a powerful selection of text
and background color”

The best way is usually to choose a very light colour for the background and a very
dark color for the text. You can also draw the viewer’s attention towards a specific
part of the page with a contrast.

Vibrancy determines the emotion of your design. Brighter colors lead the user to
feel more energetic of your website. Brighter colors are typically used in
advertising a product. Darker colors are commonly used when you want the user to
relax and allow their mind to focus on other things. “CNN's website features a
stark red banner across the top, which leads to heightened emotions from users as
they are stimulated by the vibrancy of the design (and the contrast between red,
white, and black- the primary color scheme of the website)”.

Color scheme

Triadic, compound, and analogous color schemes are three commonly accepted
structures for a good color scheme.

Triadic color scheme is “composed of 3 colors on separate ends of the color

spectrum”. “By using an Equilateral Triangle, you can ensure the colors have an
equal vibrancy and compliment each other properly”.

Figure9: Triadic color scheme with equilateral triangle

28
Compound color scheme “is based on providing a range of Complementary Colors:
two colors are chosen from opposite ends of the color spectrum”.

Figure10: Compound Color Scheme

Analogous color scheme “is based on a careful selection of colors in the same
area of the color spectrum. Usually, the colors are differentiated by their vibrancy,
and their contrast”, e.g. shades of yellow and orange shown in figure.

Figure11: Analogous Color Scheme

Luckily, there are a few tools on the Internet which make it to create a color
scheme. With these applications, it is possible to learn how to apply color theory
principles without becoming frustrated when things are not working as wanted.

29
IMPLEMENTATION
SETTING UP WORDPRESS

Installing WordPress is quite easy because nowadays web hosting servers have a
quick installation for web applications. The author did not want to use quick
installation, instead he installed WordPress manually. A manual installation is
slightly harder. First, you have to download the newest version of WordPress on
their website, wordpress.org. Then you need to unzip the downloaded file and
move it to the web server via the FTP client. You have to create a new database on
your web server for WordPress before you can start the installation. At the
beginning of the installation, you need to run the WordPress installation script by
accessing the URL via a web browser. The URL you want to access is your
WordPress directory name. If you moved all the files in the root directory, you
could access the installation page by http://example.com. If you moved the whole
folder called “mywebsite” to your web server, you could access the setup page by
http://example.com/mywebsite.

The first thing you have to do when running the installation script is filling the
database form. In the form, you need to enter the name of the created database,
your MySQL username, and your MySQL password. Database Host and Table
Prefix fields can be left unchanged.

30
Figure12: Database Form

In the next form the title of the website, a decide admin username and password
and your e-mail address are given. Also, you need to decide if you allow search
engines to find your website.

31
Figure13: Website Information Form

When everything has been done properly, WordPress lets log into the website
with your chosen username and password.

32
Figure14: Website login form

Template

After a successful installation of WordPress, it was time to implement the created

design on the website. At first, it was needed a WordPress theme, which was set
up on Bootstrap. Thankfully, thousands of themes are available on the
worpress.org website. The most basic Bootstrap theme on available was
downloaded because the style of the template needed to be customized radically.

Features

WordPress plugins were used for the website features. WordPress plugins are
useful when the website requires some special features. Plugins were needed in
the event calendar, social sharing buttons, member area and the contact form.

WordPress plugins are easy to install. You can install plugins via a WordPress
dashboard on the plugins page. After the installation, you navigate back to the
plugins page and activate the installed plugins.

33
Figure15: Plugins

Social sharing buttons

We ended up using a Super socializer plugin because it was the easiest to use and
it suited the best for the website purpose. “Super Socializer is all-inone WordPress
Social Plugin fulfilling all the social needs of your website like - Social Login,
Social Share and Social Comments” (18). Only the social sharing feature was
needed on to the website. It is possible to choose what social sharing features are
visible on the site. Facebook, Twitter, and e-mail sharing buttons were chosen.

Figure16: Social Sharing Buttons

34
Contact form

A contact form plugin was hardest to find because you needed to pay some of the
plugins, and the rest of plugins were too hard to use. Finally, a plugin called
Contact Form to Email was found. It was free and worked as expected.

Figure17: Contact form

Design
The biggest challenge of design were the landing page layout and article page
layout. Text colours were originally dark blue, but they were changed black
because the text was clearer to read in that way. Also, the navigation bar and footer
obtained a darker shade of blue colour to make the content area more attractive.

35
Figure18: Website login page

36
Figure19: Article landing page

Figure20: Home page

37
Figure21: Home Page(2)

Figure22: Article view

Figure23: Article View(2)

38
Figure24: About Us page

DIGITAL MARKETING(SEARCH ENGINE OPTIMIZATION)

The term 'digital marketing' was first used in the 1990s. In the 2000s and the
2010s, digital marketing became more sophisticated as an effective way to create
a relationship with the consumer that has depth and relevance.
Digital marketing is defined as “marketing that makes use of electronic devices
such as personal computers, smart phones, cell phones, tablets and game consoles
to engage with customers. Digital marketing applies technologies or platforms such
as websites, e-mail, apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet
marketing' but it’s wrong. Digital marketing revolves around the Internet, which
explains why people tend to believe that digital marketing and Internet marketing
are synonymous.
Digital marketing can be defined as the process of promoting of brands using
digital distribution channels comprising internet, mobile and other interactive
channels. The basic advantage in this form of advertising lies in its low cost model.
39
Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage
customers in a more personalized way. Digital marketing trends that organizations
are rapidly embracing include

Mobility:
Business Insider's recent report indicates that globally, one in every five people
owns a smart phone, and one in every 17 owns a tablet. That's an increase of nearly
1.3 billion smart phones in last four years. Therefore an increased user base
accessing the internet via smart phones has prompted many companies to optimize
their online content for mobile devices.

Social media:
Organizations are focusing on engaging with customers through social media to
offer real-time interactions. Social media helps organizations reach out to a vast
pool of potential customers by supplying them with medical and campaign-related
information.

Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social
activities like experience sharing, review reading via social media and the
evolution of Global Positioning System (GPS) are helping companies leverage
Social-Local-Mobile marketing activities.

Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new
dimension with the delivery of unique, personalized, and relevant messages
through identified digital channels. Email is one of the most preferred marketing

40
channel to broadcast targeted organization messages and campaigns to existing and
prospective customers.

SEARCH ENGINE OPTIMIZATION(SEO):

"Search Engine Optimization (SEO)", which refers to the techniques used to

improve the page rank of any website in organic (or natural) search results, thus
making your website more visible to the people who are looking for your products
or services via search engines. SEO is very vital to the success of any online
business and should be done properly.
SEO stands for ‘Search Engine Optimization’. It is the process of getting traffic
from the free or organic listings of search engines. It basically comprises of ON
Page & OFF Page activities. ON page & OFF Page activity involves many
processes that help you to improve the websites page rank (PR), thus helps you to
improve your web revenue by attracting maximum internet users towards your
website.

Figure25: SEO Working process

41
On-Site SEO
Some of the most important elements for search engine optimization happen
on your own website. You may hear a lot about link building (which we will
get to in just a moment), but link building without good on-site search
optimization isn’t going to be as effective. Here are the bare minimum on-site
optimization elements you should put on each of your website’s main pages,
including and especially the homepage.

The Golden Rule of On-Site Optimization

Before we get started, one thing you want to keep in mind when using any of the
following SEO elements is not to overdo it. You might be tempted to shove a lot
of keywords onto your pages, but that is not the goal. In fact, Google has
unleashed an over-optimization penalty that targets websites that have too many
keywords stuffed onto one page. So when it comes to keyword optimization,
keep it simple – think of up to five keywords or keyword phrases for each page
on your website and optimize for those.

Title Tag

Figure26: Title tag

The title tag on pages of your website tells search engines what the page is
about. It should be 70 characters or less and include your business or brand
name and keywords that relate to that specific page only. This tag is placed
between the <HEAD> </HEAD> tags near the top of the HTML code for the
page.

Meta Description

Figure27: Meta description

42
The meta description on pages of your website gives search engines a little
more insight into what your page is about. There is still debate about whether
meta descriptions can help with keyword rankings. Regardless, you want to
write your meta description with a human audience in mind that includes the
page’s main keywords, as the meta description does show up in search results.
How the Title Tag & Meta Description Looks in Search Results

The above image shows how the title tag and meta description shows up in
Google search results. You can see that the keywords searched by a user (in
this case, the keyword was KISSmetrics) are bolded by Google in both the title
tag and the meta description. This is why you have to use your business or
brand name and keywords in both the title and meta description – it helps your
search results stand out to the searcher when they are searching those terms.

Additional On-Site SEO Elements

While the title tag and the meta description are the most important SEO
elements, they are not the only ones. Be sure to incorporate the following into
your website’s page content for further search optimization.

 Internal Links – Link building isn’t just reserved for external sites linking
to your website. You can help search engines learn more about your
website by internally linking to other pages on your website within your
content. As an example, this blog post utilizes internal links when linking
to other posts on the blog.
 Header Tags – This blog post utilizes three different levels of HTML
header tags that help break the content into sections as well as let search
engines know more about what each section of content is about. The
<H1></H1> tags surround the post title – there should only be one set of
<H1></H1> tags per page. The <H2></H2> and <H3></H3> tags surround
subheadings on the page – there can be multiple instances of both. Using
header tags helps both readers and search engines break up your content
into digestible sections.
43
 Image Name & ALT Tags – If you use images on your website, you
should think of good keywords for both the image name and the alt tag. On
the first image within the post, we use <img src=”on-site-search-
optimization-seo-title-tag.png” alt=”On-Site Search Optimization SEO
Title Tag” /> as the goal is to optimize it for the keywords on-site search
optimization. This helps search engines find good images for their image
search based on the keywords specified.
 Bolded Text – You don’t want to get too crazy with this one, but
occasionally bolding a selection of text to get a reader’s attention can also
help search engines distinguish other important information and keywords
in the page’s content.

Why You Need Content

If you keep up with the latest in online marketing news, then you have likely
read about content development and content marketing. Content is great for
both your website visitors and search engines. The more content you have, the
more likely your visitors will stick around on your website. And the more
content you have, the more likely search engines will be to put more of your
website’s pages in the search index.

The key to pleasing both search engines and visitors is to have quality
content on our website. Quality content can include a variety of things
including, but not limited to, the following.

 Blog Posts
 Industry Articles
 Tutorials & How To Guides
 Infographics
 Videos
 Podcasts

Creating quality content for your website can be a huge investment, but it is
worth it. Search engines will love it, and visitors will love it so much that they
44
will share it on social media, leading to even more visitors. You can start out
by simply creating blog posts on your website, and as your audience grows,
you can expand your content inventory to additional types of media.

Off-Site Optimization (aka Link Building)

Link building is probably one of the most talked about (and debated about)
SEO tasks. The basic goal of link building is to get other websites to link to
yours. If you think about ranking at the top of search results as a popularity
contest, then links are like votes saying your website deserves to be ranked
highly. Getting links with keyword anchor text will help you rank specifically
for the keywords that are linked to. For example, Adobe Reader ranks number
one for the keywords. So how do you get links? There are lots and lots of
ways to do it – some good, and some not so good. If you read enough about
link building, you will hear ultimately about three kinds of links and link
building techniques.

 Organic Links – These are links you don’t have to ask for, and they are
the best kind. Especially if you can get them on sites with high authority
such as major news outlets and other well-recognized name websites.

 Whitehat – This basically stands for good, quality link building (the kind
you should strive for).

 Blackhat – This stands for spammy, low-quality link building (the kind
you should avoid).

Most websites will have a hard time generating enough organic links to raise
their rankings in search engines. This is why link building is such a popular
services. But you can get started on building quality links by doing some of
the following activities.

 Submitting guest blog posts to popular blogs in your industry. Generally,

you will get a link back to your website in an author box at the top or
bottom of your post’s content.

45
 Reaching out to related (but not competitive) businesses to see if they will
link to you. A good way to do this is to see if the businesses you work with
have link pages on their site for partners, vendors, suppliers, etc.
 Create local search profiles (if applicable) and social media profiles. While
the links do not always count towards search rankings, they can attract
clicks which will generate more incoming traffic to your website.
 Submit your website to applicable industry directories or, alternatively, buy
advertising. For example, anyone in the wedding business could get listings
with a link back to their website on The Knot, The Wedding Channel, and
other similar sites. Bypass low-quality directories that have nothing to do
with your industry or ones that link to shady websites in the adult,
pharmaceutical, or online casino industries.
 Create link worthy content. Infographics are a great example – you create a
beautiful image representing important information and allow others to use
the infographic on their own website in exchange for linking back to yours
as credit.
 Data For SEO – Use this tool to get raw SEO data straight to your custom
application. You can use their rank tracker API to track keyword rankings,
SERP results, keyword data and more.

How Google+ Can Help with Rankings

Speaking of creating social profiles for links, if your goal is to dominate
Google, then you should make sure you join Google+. Google’s own social
network can help you rank better in search results for people you are
connected with. For example, when I’m logged in to Google+ and I search for
SEO, I get the following in my top five search results. Personalized search
results based on who I am friends with are marked by the little person icon.

46
Figure28: Search results for SEO from a logged in browser

When I’m not logged into Google+, you can see that the two personalized
results shown earlier are not in the top five. One of them isn’t even on the first
page.

47
Figure29: Search Results for SEO from A not logged in browser

It goes to show that personalized search results trump even local search results.
Hence, if you want to get into the personalized search game, your goal is to do
the following.

 Create a Google+ personal profile and business page.

 Recommend the website you want to rank well in search results by giving it
a +1, sharing the website on your profile and/or page as a status update, and
linking to it in your profile information under recommended websites.
 Fill out your profile information completely to make others want to connect
with you.
 Check your settings and make sure that your profile information is public
along with your status updates.
 Share other interesting updates on your profile so it doesn’t look too self -
promotional.

48
 Start connecting with people who you want to see your website in search
results. Use the search box on Google+ to find people to connect with and
add them to your circles. Hopefully, most will add you back.
Essentially, the more popular you are on Google+, the more likely you are to
influence personalized search results with those who are following you. Hence,
take advantage of this social network to its fullest extent to reap the benefits.

5. Monitoring Your Results

Last, but not least, you will want to keep track of your SEO progress by
monitoring your results. The three most important tools you can use to monitor
these results are the following.

 Authority Labs – Create a free account which you can get after using the
30 day trial of the pro account. Use this tool to track keyword rankings for
your website so you can see if they are moving up in search results.

 Google Analytics – Use Google Analytics to learn more about the visitors
to your website. In particular, monitor your organic search traffic sources to
see what keywords people are using to find your website in search results.
By setting up goals, you can see which keywords lead to visits where
visitors do what you want them to do on your website such as sign up for a
mailing list or purchase a product. This will help you learn what keywords
you should be targeting with your SEO campaign.

 DataForSEO – Use this tool to get raw SEO data straight to your custom
application. You can use their rank tracker API to track keywords rankings,
SERP results, keyword data and more.

There are a lot of other valuable SEO tools out there, but these are t he best
ones to start with to help you learn more about whether your SEO efforts are
making a difference.

49
Keyword Research

Keyword phrase research involves identifying a group of keyword phrases that will
be used in optimization. This step is critical and requires a considerable amount of
time to find a good set of phrases that offer a balanced combination of two
important factors: high usage by searchers and relatively low competition within
the search engines.

Determining the most used phrase that contains your targeted keyword(s) is
relatively easy. Online tools allow you to enter a particular keyword or words and
will return all the ways in which that word(s) was used by searchers in the last
month and in what volume. However, the most used phrase(s) is also likely the one
with the greatest competition within the search results and may, therefore, not be
where you would want to devote your optimization efforts. A more effective
approach is to find a set of phrases (10 is a nice round number) that are heavily
used by searchers but somewhat less competitive in terms of the total number of
search results.

For example, assume you own a business that leases apartments in a particular
metropolitan area, “Big City.” Your apartments are only located in one metro area,
so you are not going to select general terms such as “apartments;” you are only
interested in those searchers seeking an apartment in your city. The logical place to
start is with the name of your city and the word “apartments.” You may find that
the most used phrase is “big city apartments.” However, when you do sample
searches in Google and Yahoo for that phrase you realize that the competition for
that phrase is steep. If you go back to your findings from the keyword tool, you
might find that a phrase such as “apartments in big city” is still heavily used by
searchers but is far less competitive. Those phrases are the ones you will then
target in the next step, site optimization.

Competitive Research

Once armed with the target keyword phrases, we do a thorough competitive

analysis of the subject site against its 7 – 10 biggest competitors (using both offline

50
 and online competitors). We use a series of SEO metrics, including indexed
content, Alexa rating, inbound links, domain age, and social media following
among others. Through this process, we are able to gauge the client site’s starting
position against its competition and identify areas requiring priority in the
subsequent work. For example, if we see that relative to the competition, the
client’s site has 50% less indexed content, then content building would be a
priority in the goal setting that happens in the next phase.

Page Optimization

Following the addition of new, high quality content, we tackle on-page

optimization. See our piece on Page Optimization Basics for more information on
this topic.

 Page Titles – Make sure that your site’s page titles say something other than just
your company name or “welcome.” Ideally, they need to lead off with your
targeted phrase for that page and then follow with your company name.

 Text-Based Navigation – Search engines cannot read images. If your site’s

navigation system is done with images (lots are), you will need a text-based
navigation system that the search engines can follow to ensure that all the
important service and product-related sub-pages of your site are indexed by the
search engines.

 Prominence of Targeted Keyword Phrases – It is not enough to have your

keyword phrase(s) somewhere on the web page, the placement and prominence
given to them also affects your search engine placement. For example, leading off
the site’s first paragraph with your keyword phrase gives it more weight than
burying it half way down the page in the middle of a paragraph. Also, using larger
font sizes and bolding the text can emphasize its importance and positively affect
the page’s ranking for that phrase.

 Site Map – Developing a site map that includes a well-organized list of links to all
the important pages of your site and includes a text link to the site map on your
home page is the ideal way to make sure that all the site’s pages are indexed by the
search engines when they visit the subject site. Google’s Webmaster Tools is ideal
for this purpose.

51
 ALT and META data – These are tags not seen by the site’s users; they are
embedded in the site’s code. ALT tags refer to the text that describes an image —
words that you see pop up as you mouse over some images. In optimizing your
company’s name, an ALT tag placed behind the image of your company’s logo is
ideal. Meta tags are lines of code included in the uppermost section of your site’s
code. They communicate the page’s subject matter and relevancy to the search
engines. Further, the short description of your site included in some search results
is pulled from the meta description tag of the home page and should, therefore, be
used to the site’s advantage.

 Clean up the Code – Navigation rollover scripts, other JavaScript-based code, and
all CSS scripts should be taken out of the code of each page and put into external
files to which each page of the site is referenced. Doing this has several
advantages, but one of the most compelling is that your site’s keywords and
content all move up, up, up in the code, communicating their importance to the
search engines and boosting your site’s relevancy ratings. In other words, this can
boost your search engine rankings by improving the code to text ratio of the page.
This is a simple and relatively inexpensive thing to do, depending on the total
number of pages in your site.

Social & Link Building

Social Media
In marketing, you fish where the fish are. And, the fish are using social media in
increasing numbers. The power of online sharing through social media provides
tremendous opportunities for companies willing to commit the time to using
it. During this phase of the process, we help clients establish a social media
presence and consult with the client on how best to use those social media profiles
to share site content and connect with customers and potential customers. When
using social media marketing, firms can allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also
known as "earned media," rather than use marketer-prepared advertising copy.

1. Facebook

2. Instagram

52
 3. Youtube

4. Twitter

5. Snapchat

6. Linkedin

Building In-Bound Links

Each new, quality link to your site increases the likelihood of both the search
engines’ spiders running across your site as well as searchers looking for services
or products like yours. Google views links to your site (as long as they are links
from high quality sites) as votes for your site and rewards the site
accordingly. You can check your link popularity with a variety of free online
tools. In addition, Google’s Webmaster Tools provides information regarding the
inbound links to your site. A word of caution: free for all links sites and other low
quality sites of that nature are of no use and, in fact, detract from your progress
with penalties from the search engines. This became even more important with
Google’s release of the Penguin algorithm update. We consult with our clients on
ways to build their online reach and influence with new, high-quality inbound
links.

Follow Up Reporting and Analysis

The same reporting done in the initial phase of the campaign is done again at
regular intervals, post-optimization. Rankings, site traffic levels, social signals and
other key metrics can then be compared to pre-optimization levels, giving
measurable results to the SEO campaign. The specific metrics used in an SEO
plan will depend on the goals of that site.

53
Mobile SEO

Mobile is to SEO what glaze is to Krispy Kreme. You can’t have one without the
other. It is the backbone of Google’s index.Sure, the mobile-first index just rolled
out in 2018, but Google has been dropping not-so-little hints for the past few years.

In 2015, Google announced the mobile searches surpassed desktop. Then in

2016, mobilegeddon 2.0 rocked the SEO world. And, in 2017, Google introduced
us to the mobile-first index.

But the question still remains:

What should my mobile strategy be?

It isn’t enough to have a mobile-friendly site. The technological advancements of

both Google and Microsoft will mean big changes to how you optimize for mobile,
voice, and visual search. This post will tell you all you need to know to get started
with mobile SEO.

Mobile Search Engine Optimization is the process of designing a website to make

it suitable for viewing on mobile devices of different screen sizes having low
bandwidth. Apart from following all the SEO rules which are applicable to a
desktop website, we need to take additional care while designing a website for
mobile devices. A website is mobile friendly if it has the following attributes −
 A good mobile website has a responsive design which performs well on
desktops as well as mobile devices. It not only reduces the maintenance of
the website but also makes the content consistent for the search engines.
 The contents of a good mobile website are easy to read on a mobile device
without having to zoom the screen. It has appropriate fonts, colors, and
layouts.
 It is easy to navigate through a good mobile website on a small screen. It
provides links and buttons that can be easily maneuvered using a finger.
 A good mobile website is lightweight such that it takes less bandwidth and
time to load on mobile networks.

54
  The Home Page of a mobile website plays the most important role in
connecting users to the content they are looking for. Therefore, good mobile
websites make sure the most important links are displayed on the Home Page
so that they get enough visibility.
The ranking of a website depends heavily on how user friendly it is. You can follow
the guidelines given below to design a great mobile-friendly website.

Optimize Your Site for Mobile

If your site is already optimized for search engines, then it should not be too difficult
to optimize it for mobile devices. First, let us understand what it takes to go mobile.
We can categorize the steps into three broad categories −
Step 1 − Select a Mobile Configuration
Step 2 − Inform Search Engines
Step 3 − Avoid Common Mistakes
Select a Mobile Configuration

There are three different mobile configurations that you can choose from −
Step 1 − Responsive Web Design
Step 2 − Dynamic Serving
Step 3 − Separate URLs
Each has its own advantages and disadvantages. Google recommends responsive
design, however it supports all three configurations. The following table shows how
the mobile configuration affects your URL and HTML code –

Mobile Configuration URL HTML

Responsive Web Design Stays the same Stays the same

55
 Dynamic Serving Stays the same Different HTMLs

Separate URLs Different URLs Different HTMLs

Responsive Web Design

Google recommends responsive web design because it is the simplest mobile
configuration and very easy to implement. It serves the same HTML code on the
same URL, however it adjusts the display based on the screen size of the mobile
device.

Figure30: Responsive web design

Dynamic Serving

Dynamic serving is a type of mobile configuration where the URL of your website
remains unchanged, but it serves different HTML content when accessed from a
mobile device.

56
 Figure31: Dynamic Serving
When your content is dynamically served from the server, make sure you inform
Google that the content it is crawling may look different on mobile devices. A major
drawback of this approach is that you will have to do additional processing on your
content at the server level before severing it to the user. This approach puts
unnecessary load on your server and makes it slow.

Separate URLs

When you maintain two different URLs — one for mobile users and another for
desktop users – make sure you inform Google explicitly when to serve which
version. Google does not recommend separate URLs because it can detect
automatically that your mobile pages are different from your desktop pages.

Figure32: Separate URLs

57
This approach is not practical when you have a big website because maintaining
two versions of the same website will require double the effort and money. At the
same time, you cannot avoid various discrepancies in your content while
maintaining two versions.
From the viewpoint of SEO, each URL performs separately. Hence your desktop
ranking will never be added to the mobile ranking and they will always be assumed
as separate websites. We don’t recommend maintaining different URLs for mobile
and desktop versions if you want to draw the benefits of SEO.

Inform Search Engines

Make sure Google and other search engines understand your mobile configuration.
Most important of all, Google must understand your page so that it can rank your
website properly. How you inform Google depends on which mobile configuration
— responsive web design, dynamic serving, or separate URLs — you have opted
for.
In case your site has a responsive design, Google’s algorithms can understand it
automatically without you having to inform Google. When you have a responsive
design, just make sure you have the following meta-tag in your webpage header −

<meta name="viewport" content="width=device-width, initial-scale=1.0">

The viewport decides how your webpage will be displayed on a device. A site with
responsive design varies its size based on the size of the device screen. Declare a
viewport so that your webpage displays correctly on any device.
If your website is dynamically served, make sure you allow Google detect your
configuration using the Vary HTTP header −

Vary: User-Agent

The Vary header is important to tell the search engines that different content will
be served on desktops and mobile devices. This header is really important when
your content is served by any cache system like a Content Delivery Network and

58
those systems will make use of this header while serving content on different
devices.
In case you maintain separate
URLs, e.g., example.com and m.example.com, then you can inform Google by
adding a special link rel=alternate tag in your desktop version and vice versa as
follows.

Desktop page should have following in its header:

<link rel="alternate" media="only screen and (max-width: 640px)"
href="http://m.example.com" >
Mobile page should have following in its header:
<link rel="canonical" href="http://www.example.com" >

Avoid Common Mistakes

In order to optimize your website for mobile devices, make sure you avoid
committing the following mistakes −
 Slow Mobile Pages − Mobile networks are slower as compared to wired
Internet networks, so it is important to pay attention to how fast your mobile
pages load. It is a critical Google ranking factor. Use a mobile SEO tool to
find out your mobile page speed. Google provides a number of good tools
that you can use. Browse the following link
−https://www.google.com/webmasters/tools/mobile-friendly/

 Mobile Redirects − Since mobile networks are normally slow, too many
redirects can hurt your page speed. If you are maintaining multiple URLs,
make sure all your links point to the relevant pages. In case you maintain
multiple URLs and you recognize a user is visiting a desktop page from a
mobile device and you have an equivalent mobile page at a different URL,
then redirect the user to that URL instead of displaying a 404 error.

59
  Heavy Images − Heavy images increase the load time, however we cannot
completely get rid of them since they are useful and effective. Therefore you
should maintain a good balance between text and heavy images. Use a good
tool to optimize your images and save them at low resolution to avoid heavy
downloads.

 Avoid plug-ins and pop-ups − Plug-ins like Flash and Java may not be
available on user’s mobile device. Always ensure you don’t have any
unplayable content on your mobile page. Avoid using pop-ups on mobile
pages because it becomes quite clumsy to close these pop-ups on a mobile
device.
While creating a mobile page, always keep in mind that the user has limited space
to work on. So, you need to be as concise as possible while creating titles, URLs,
and meta-descriptions – of course without compromising the essence or quality of
information.

Useful Tools

Here is a list of some useful tools that you can use to find out how mobile friendly
your site is −
 Google Webmaster Tools − Use the available Google tools and techniques
to understand what should be used and what should be avoided while
designing desktop as well as mobile websites.
 Mobile Emulator − It lets you see how your site appears on a wide variety
of mobile devices.
 Moz Local − Use this tool to ensure that your local SEO is in order.
 Responsive Web Design Testing Tool − Use this tool to see how your
responsive site looks like on a variety of mobile devices with different
standard screen sizes.

60
  Screaming Frog − This is a useful tool that allows you to analyze your site
and double-check all the redirects.
 User Agent Switcher − This is a Firefox add-on that you can use to find out
how your site looks like when accessed from a different user agent.

Testing

The aim of the website testing is to make sure that a user has a good experience on
the website regardless of what system they have. The biggest problem is older
browsers so that the website may look great in a newer browser and not so great in
the older browser. Another problem is mobile devices with their smaller screens
and resolutions. Luckily, Bootstrap solved both of these problems. We only needed
to check that everything was working on different browsers and screen sizes.
A website may look astonishing but if it does not function as it should, it is
doomed. Testing functionality ensures that users are not getting tripped up
anywhere on the website.
Also, the security of the website should be tested. Security testing is a process
which determines that confidential data stay confidential, and users can perform
only those tasks that they are authorized to perform. Only third party applications
were used on this website, like WordPress and its plugins. Automatic updates are
enabled on WordPress, thus security problems should always be updated.

61
 CHAPTER 3

SYSTEM REQUIREMENT SPECIFICATION

Basically this project just needs a computer system and a suitable internet
connection. Because digital marketing is all about internet based work. So the
basic requirements for this project-

1. Computer System (PC,Laptop,Smart device)

2. Oeprating System (Windows, Linux, Android, IOS)

3. Internet Connection

4. Processor-Dual Core or above

5. RAM- 2GB or more

The system I used for this learning is following-
1. Laptop
2. Internet connection
3. Windows Operating System
4. Processor-CORE i5
5. RAM- 4GB
6. Hard Disk- 500 GB

62
 CONCLUSION

When we started this project, we only knew how to set up a website by WordPress
and how to create responsive websites with Bootstrap. I did not know how to
design a website layout, and how to use colors to have a balanced color scheme.
I have learned a lot about layout design, especially how to create a complex
website layout and still, it can be clear to use. I have also learned how to use colors
in an efficient way on the website, and how to draw a user attention to some
specific part of the website.
The plan creation was the most unpleasant job, but the good plan helped me a lot
during the implementation part. If I started this project again, I would specify more
clearly the project deadlines because in this project I did not specify the deadlines
enough clearly and the project schedule was always late. Luckily, during the
implementation part, one large requirement dropped out. In the first plan the
website needed an application for keeping track on game results and having
standings in different series. Also, a user had to be able to send a match result in
the application. The application implementation would be massive and time-
consuming. Thankfully, the executive director decided to start using a third party
application, which is meant to maintain all Finnish baseball series and match
results.
All in all, this project gave me a clear picture of how in the future I should
structure and maintain a website development, and how important the decided
deadlines are. During this project, I have become a better website programmer and
learned some design skills, which would be useful for future website projects.

63
 REFERENCE

 WordPress Foundation. WordPress. https://wordpress.org/

 Google https://www.google.com/
 Wikipedia. WordPress. https://en.wikipedia.org/wiki/WordPress
 Cannon, T. An Introduction to Color Theory for Web Designers.
http://webdesign.tutsplus.com/articles/an-introduction-to-color-theory-
forweb-designers--webdesign-1437
 . WordPress Foundation. Installing WordPress.
http://codex.wordpress.org/Installing_WordPress
 Codepeople. Contact Form to Email. https://wordpress.org/plugins/contact-
form-to-email/
 Youtube https://www.youtube.com


64