A Thesis on

Maximizing Website Visibility and Traffic through

Search Engine Optimization in Digital Marketing

By

Vinayak Rajendra Khandve

1
 A THESIS ON

Maximizing Website Visibility and Traffic through

Search Engine Optimization in Digital Marketing

By

Vinayak Rajendra Khandve

2021-M-16081998

Under the Guidance

Prof. B. R. Londhe

A report submitted in partial fulfillment of the

requirements of THE MBA PROGRAM

(Batch 2021-2023)
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 Appendix A

(Certificate by Student)

CERTIFICATE

This is to certify that the Master Thesis titled Maximizing Website Visibility and Traffic
through Search Engine Optimization in Digital Marketing Submitted during Semester IV
of the MBA Program (Batch 2021-23 ) embodies original workdone by me.

Signature of the Student Name (in Capitals) : VINAYAK RAJENDRA KHANDVE

URN Number :2021-M-16081998

Signature of the Faculty Supervisor:

Name (in Capitals) : Prof. B.R. LONDHE

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Table of Contents
Acknowledgment ................................................................................................................................... 5
Abbreviations .......................................................................................................................................... 7
Abstract ................................................................................................................................................... 8
1. Introduction ..................................................................................................................................... 9
1.1 Objectives and limitations........................................................................................................... 10
1.2 Review of literature..................................................................................................................... 11
1.3 Research Design/Methodology ................................................................................................... 13
2. SEARCH ENGINE BASICS ........................................................................................................ 14
2.1 The operation of search engine ................................................................................................... 15
2.2 Crawling...................................................................................................................................... 15
2.3 Indexing: ..................................................................................................................................... 16
2.4 Retrieval and ranking: ................................................................................................................. 17
Market Share of search engine: ........................................................................................................ 18
3. Understanding how people interact with search engines: ............................................................. 20
3.1 Principal of conducting a search: ................................................................................................ 20
3.2 Types of search queries: .............................................................................................................. 21
4. SEARCH ENGINE OPTIMIZATION THEORETICAL BACKGROUND ................................ 23
4.1 Keywords: ................................................................................................................................... 24
4.2 Importance of SEO for business: ................................................................................................ 25
4.3 Keyword Research: ..................................................................................................................... 26
4.4 Determining commercial intent keywords .................................................................................. 27
4.5 On Page SEO: ............................................................................................................................. 29
4.6 Code Optimization: ..................................................................................................................... 30
5. Off-Page SEO ............................................................................................................................... 32
5.1 Link Building: ............................................................................................................................. 33
5.3 Social Media: .............................................................................................................................. 34
5.4 Social Bookmarking: .................................................................................................................... 36
6. OPTIMIZING www.seimitsu.in................................................................................................... 37
6.1 Keyword research........................................................................................................................ 37
6.2 Optimized keywords list ............................................................................................................. 39
6.3 Social media ................................................................................................................................ 41
6.7 Tracking results and measuring success...................................................................................... 42
Conclusion ............................................................................................................................................ 44
References ............................................................................................................................................. 45

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 Acknowledgment

I would like to express my sincere gratitude to the following individuals who have supported
me throughout my thesis: First and foremost, I would like to thank my thesis advisor Prof.
B.R. Londhe, for his invaluable guidance, feedback, and support. His expertise and
encouragement have been instrumental in the successful completion of this project.

I would also like to thank the faculty members of the MBA-BIS for their support and
encouragement throughout my studies. Their knowledge and passion for the subject matter
have been inspiring.

In addition, I am grateful for the support of my family and friends, who have provided me
with emotional support and encouragement throughout this process. Their love and
understanding have been essential to my success.

Finally, I would like to express my appreciation for the participants who took part in my
study, without whom this research would not have been possible.

Thank you all for your support and encouragement.

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List of Illustration

Figure 1 .................................................................................................... Error! Bookmark not defined.

Figure 2 ................................................................................................................................................. 17
Figure 3 ................................................................................................................................................. 18
Figure 4 ................................................................................................................................................. 24
Figure 5 ................................................................................................................................................. 34
Figure 6 ................................................................................................................................................. 35
Figure 7 ................................................................................................................................................. 38
Figure 8 ................................................................................................................................................. 39
Figure 9 ................................................................................................................................................. 42

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Abbreviations

• SEO - Search Engine Optimization

• SERP - Search Engine Results Page
• SEM - Search Engine Marketing
• PPC - Pay-Per-Click advertising
• CTR - Click-Through Rate
• ROI - Return on Investment
• CPC - Cost-Per-Click
• CMS - Content Management System
• SSL - Secure Sockets Layer
• KPI - Key Performance Indicator
• CRM - Customer Relationship Management
• UX - User Experience
• UI - User Interface
• CTAs - Calls to Action
• A/B - Testing A/B Testing (comparing two different versions of a web page or
advertisement)
• B2B - Business-to-Business
• B2C - Business-to-Consumer
• SMO - Social Media Optimization
• SMM - Social Media Marketing
• GA - Google Analytics.

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Abstract

The purpose of this report is to explore the role of search engine optimization (SEO) in digital
marketing and how it can be used to maximize website visibility and traffic. In today's digital
landscape, businesses of all sizes are recognizing the importance of having a strong online
presence, and SEO has emerged as a key strategy for achieving this goal.

This report provides an overview of SEO, including its definition, history, and key
components. It also examines the importance of SEO in digital marketing, discussing how it
can be used to increase website visibility, attract more targeted traffic, and improve
conversion rates. Additionally, the report explores the latest trends and best practices in SEO,
including the use of keywords, meta tags, backlinks, and content marketing.

To demonstrate the practical application of SEO, a case study is presented of a small business
that implemented an SEO strategy to improve its online visibility and attract more customers.
The results of the case study show that SEO can be a highly effective strategy for businesses
looking to increase their online visibility and attract more targeted traffic.

in SEO, including Google Analytics, Google Search Console, and SEMrush. These tools
provide valuable insights into website traffic, user behavior, and search engine rankings,
allowing businesses to make data-driven decisions about their SEO strategy.

The report also discusses the challenges and limitations of SEO, including the ever-evolving
nature of search engine algorithms and the difficulty of achieving and maintaining top
rankings for competitive keywords. To overcome these challenges, businesses must remain
up-to-date on the latest SEO trends and best practices and be willing to adapt their strategies
as needed.

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 1. Introduction

In today's digital age, businesses of all sizes are recognizing the importance of having a
strong online presence. With more and more consumers turning to the internet to research
products and services, having a website that is easy to find, navigate, and use has become
essential for success. This is where search engine optimization (SEO) comes into play.

SEO is the process of optimizing a website's content and structure to improve its search
engine rankings and visibility. By incorporating targeted keywords, high-quality content, and
other SEO best practices, businesses can increase their website's visibility and attract more
targeted traffic from search engines like Google, Bing, and Yahoo.

The importance of SEO in digital marketing cannot be overstated. In fact, a recent survey
found that 91% of marketers consider SEO to be a key strategy for achieving their marketing
goals. By improving their search engine rankings and visibility, businesses can attract more
potential customers to their websites, increase brand awareness, and ultimately drive more
sales.

However, while the benefits of SEO are clear, implementing an effective SEO strategy can be
a daunting task for many businesses. The ever-evolving nature of search engine algorithms
and the complexity of SEO best practices can make it difficult to achieve and maintain top
rankings for competitive keywords.

This report aims to provide businesses with practical guidance on how to maximize their
website visibility and traffic through search engine optimization in digital marketing. By
exploring the latest trends, best practices, and case studies in SEO, businesses can gain the
knowledge and skills needed to improve their online presence and attract more targeted traffic
to their website.

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1.1 Objectives and limitations

Objectives:

• To identify the key strategies involved in effective SEO implementation, including keyword
research, on-page optimization, code optimization, user experience optimization, and off-
page optimization.
• To analyze the impact of SEO on website visibility and traffic and how it can be used to
improve brand awareness and drive conversions.

Limitations:

• The study is limited to the current state of SEO practices and does not account for future
changes in search engine algorithms or industry trends.
• The study may be limited by the availability and reliability of data sources used in the
research.
• The study is limited to secondary research and does not involve primary data collection.

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1.2 Review of literature

"Search Engine Optimization: An Empirical Study of Obstacles to Implementation" by S. Ahmad, et al.

(2018)

This study identifies the major obstacles to implementing SEO techniques on websites. The authors
conducted a survey of 128 participants, including web developers and digital marketers, and found
that lack of knowledge, budget constraints, and changing search algorithms were the top three
obstacles.

"The Impact of Search Engine Optimization on Online Advertising Market" by H. Zhu (2017)

This study explores the impact of SEO on the online advertising market. The author argues that SEO
can increase the effectiveness of online advertising by improving visibility, click-through rates, and
ultimately, sales. The study also discusses the challenges of measuring the ROI of SEO.

"Search Engine Optimization: A Review and Critique" by R. M. Boggs (2018)

This literature review provides a comprehensive overview of SEO techniques, including keyword
research, on-page optimization, and link building. The author critiques the effectiveness of certain
techniques, such as meta tags and directory submissions, and emphasizes the importance of user
experience in SEO.

"The Effect of Social Media Marketing and Search Engine Optimization on E-Commerce Sales" by S.
Altunay and H. Bektas (2017)

This study examines the impact of social media marketing and SEO on e-commerce sales. The
authors conducted a survey of 232 e-commerce websites and found that both social media and SEO
were positively correlated with sales. However, social media was found to have a stronger impact on
sales than SEO.

"Search Engine Optimization: A Literature Review" by R. C. Raju (2017)

This literature review summarizes the main techniques of SEO, including keyword research, on-page
optimization, and link building. The author also discusses the importance of user experience and
mobile optimization in modern SEO practices.

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"Search Engine Optimization for Academic Articles" by H. Belcher (2018)

This literature review provides guidance on optimizing academic articles for search engines. The
author emphasizes the importance of keyword research, title tags, and meta descriptions, as well as
the need for high-quality content and user engagement.

"The Evolution of Search Engine Optimization: A Brief History" by C. E. Bernhardt (2019)

This article traces the history of SEO, from the early days of keyword stuffing and link farms to
modern best practices. The author discusses the changing algorithms of major search engines and
emphasizes the importance of user experience and mobile optimization in modern SEO.

"Search Engine Optimization: An Analysis of Techniques and Trends" by N. P. Bhadra and S. N. Rao
(2017)

This literature review provides an overview of SEO techniques, including keyword research, on-page
optimization, and link building. The authors also analyze current trends in SEO, such as voice search
and local SEO.

"Search Engine Optimization and Search Engine Marketing: A Comparative Study" by S. R. Mondal
and R. Roy (2019)

This study compares the effectiveness of SEO and SEM (search engine marketing) in improving
website visibility and traffic. The authors conducted a survey of 50 digital marketers and found that
both techniques were effective, but SEO had a longer-lasting impact and was more cost-effective.

"The Impact of Search Engine Optimization on Website Traffic" by C. Zhang (2018)

This study analyzes the impact of SEO on website traffic for small and medium-sized businesses. The
author conducted a survey of 36 businesses and found that SEO was effective in improving website
visibility and traffic, especially for businesses in competitive industries. The study also discusses the
challenges of measuring the ROI of SEO.

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1.3 Research Design/Methodology

This study utilized a secondary data analysis approach to explore the role of search engine
optimization (SEO) in digital marketing and how it can be used to maximize website
visibility and traffic. The study involved analyzing existing literature, reports, and case
studies related to SEO and digital marketing.

A comprehensive search was conducted using online databases such as Google Scholar,
ProQuest, and ScienceDirect. Keywords used in the search included "search engine
optimization," "digital marketing," "website traffic," "search engine rankings," and "SEO best
practices.

The secondary data analysis approach used in this study allowed for a comprehensive
exploration of the role of SEO in digital marketing and provided valuable insights into how
businesses can maximize their website visibility and traffic through an effective SEO
strategy. By synthesizing the findings from existing literature, this study provides a useful
resource for businesses looking to implement or improve their SEO strategy.

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 2. SEARCH ENGINE BASICS

The main purpose of the search engine optimization process is to improve websites’ ranking
in search engine results pages. Hence, it is essential for everyone who works in this field to
have fundamental knowledge about the concept of search engines as well as their core
operations to maximize the optimization’s results. In theory, search engines can be divided
into two elements: back-end and front-end. On the backend, a search engine is a software that
collects information about websites. The information may include the URL of the page,
keywords or phrases that can describe the content of the page and links that point in and out
of the page. After collecting the information, the search engine will index and store them in
enormous database centers located all over the world. On the other hand, regarding the front
end, the search engine has a user interface where the user can enter a search query to find
specific information.

Google SEO

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The development of search engines throughout history Back in the 1990s, the Internet we
used to know was a collection of FTP (File Transfer Protocol) sites that users could connect
to download or upload files. In an attempt to find a specific file in that collection, users had to
navigate through each file by themselves and they could only shorten the process if they
knew the exact address of the file they were looking for on the FTP server. In the beginning,
there were roughly twenty web pages, thus, searching for a file was not too complicated.
However, due to the number of increasingly web pages, the whole search process became
difficult and time-consuming for users. To resolve the problem, Alan Emtage, a student from
the McGill University of Montreal, introduced Archie as illustrated in Figure 1, a tool for
indexing FPT files, which can be considered the first search engine on the Internet in 1990. In
general, Archie was a program that downloaded directory listings for all of the files that were
stored on the FTP site’s network. Those listings were then embedded into the searchable
database of the website. Nevertheless, because of the limited resources, Archie only indexed
the title of the file not the 10 content itself. As a result, users had to enter the exact name of
the file to know where to find it

2.1 The operation of search engine

When performing a search-on-search engines’ user interface, users are not actually searching
a website on a World Wide Web, instead they are searching an index data of that page. The
whole process can be divided into three tasks: crawling, indexing, retrieval and ranking.
Although there are many search engines in the market and each of them are slightly different,
they all include those tasks in their operation

2.2 Crawling

Crawling is a process used by search engines to discover and index web pages. Search engine
bots, also known as spiders or crawlers, systematically browse through the internet, following
links between web pages and collecting information about their content and structure.

When a search engine crawler visits a website, it starts by accessing the website's homepage
and then follows links to other pages on the website. The crawler analyzes the content of each
page it visits, looking for keywords and other information that can help it determine the
relevance and quality of the content.

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Crawling is a critical part of the search engine optimization (SEO) process, as it allows search
engines to discover and index new web pages. However, not all web pages are equal in the
eyes of search engines. Pages with high-quality content, optimized titles and meta
descriptions, and relevant keywords are more likely to be crawled and indexed, which can
improve their search engine rankings and increase their visibility to potential visitors.

To ensure that search engine crawlers can easily discover and index their web pages, website
owners can take several steps, including creating a sitemap, submitting their website to search
engines, and optimizing their website's content and structure. By making it easier for search
engine crawlers to access and analyze their web pages, businesses can increase their chances
of achieving high search engine rankings and driving more traffic to their website.

2.3 Indexing:
Indexing is the process of storing and organizing web pages in a search engine's database.
When a search engine crawler discovers a web page, it collects information about the page's
content and structure and then adds the page to the search engine's index, which allows it to
be returned as a search result when someone searches for relevant keywords.

During the indexing process, search engines analyse a variety of factors to determine the
relevance and quality of each web page. These factors can include the page's content,
keywords, metadata, links, and other on-page and off-page signals. The search engine then
assigns a rank to the page based on these factors, which determines its position in the search
results.

The indexing process can take some time, as search engines need to analyse and organize a
vast amount of information. However, website owners can take several steps to help their
web pages get indexed more quickly and improve their search engine rankings. These steps
can include optimizing their website's content and structure, using relevant keywords, and
building high-quality inbound links to their website.

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In addition, website owners can use tools such as Google Search Console to monitor the
indexing status of their web pages and identify any issues that may be preventing them from
being indexed or ranking well in search results. By monitoring their indexing status and
taking steps to improve their search engine rankings, businesses can increase their
visibilityonline and attract more potential customers to their websites.

Figure 1

2.4 Retrieval and ranking:

Retrieval and ranking are critical components of the search engine process. After a search
engine crawls and indexes web pages, the retrieval and ranking process determines which
pages should be displayed in response to a user's search query and in what order.

Retrieval refers to the process of matching a user's search query with relevant web pages in
the search engine's index. Search engines use sophisticated algorithms that analyze a variety
of factors, including the user's search terms, the relevance of the web page's content, the
quality of the website, and the user's location and search history.

Once relevant web pages have been identified, search engines use a ranking algorithm to
determine the order in which they should be displayed in the search results. Ranking
algorithms analyze many factors, including the relevance and quality of the web page's
content, the authority of the website, and the popularity of the web page, among others.

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Search engine ranking algorithms are constantly evolving, with search engines regularly
updating their algorithms to improve the quality and relevance of search results. Website
owners can take several steps to improve their search engine rankings, including optimizing
their website's content and structure, using relevant keywords, and building high-quality
inbound links to their website.

Market Share of search engine:

Figure 2

The market share of search engines refers to the percentage of all online searches that are
conducted through a particular search engine. This metric is important because it provides
insights into the popularity and reach of different search engines among internet users.

According to recent data from StatCounter Global Stats, as of September 2021, Google
dominates the search engine market, accounting for over 92% of all global searches. Other
search engines, such as Bing, Yahoo, and Baidu, account for the remaining 8% of global
search engine market share.

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In the United States, the market share of search engines is similar, with Google accounting
for over 87% of all searches, while Bing and Yahoo account for around 6% and 3% of the
market share, respectively.

The dominance of Google in the search engine market highlights the importance of
optimizing web content for Google's search algorithm. By understanding how Google's
algorithm works and taking steps to improve their search engine rankings, businesses can
increase their online visibility and attract more potential customers to their website.

However, it is also important to consider the potential impact of other search engines,
particularly in specific geographic regions or market segments. For example, Baidu is the
dominant search engine in China, while Yandex is popular in Russia. By understanding the
search engine preferences of their target audience, businesses can develop more effective
digital marketing strategies and reach more potential customers online.

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 3. Understanding how people interact with search engines:
Search queries are becoming more conversational: With the rise of voice search, people are
increasingly using conversational language when they search for information online. This
means businesses should focus on optimizing their website content for natural language
queries, using long-tail keywords and answering common questions related to their industry.

Mobile devices are increasingly important: Mobile devices now account for the majority of
internet searches, meaning businesses need to ensure their website is mobile-friendly and
optimized for mobile search.

Position in search results matters: People tend to click on the top few search results, so it is
important for businesses to strive for a high ranking in search results by optimizing their
website content, building high-quality inbound links, and using relevant keywords.

Searchers tend to scan results quickly: People tend to scan search results quickly rather than
reading them in detail, so businesses should focus on creating informative and engaging titles
and meta descriptions that encourage clicks.

Local search is growing in importance: People increasingly use search engines to find local
businesses and services, so businesses should ensure they have a strong local SEO strategy in
place, including optimizing their Google My Business listing, building local citations, and
using local keywords.

By understanding how people interact with search engines, businesses can develop more
effective digital marketing strategies and improve their online visibility, ultimately attracting
more potential customers to their website.

3.1 Principal of conducting a search:

When conducting a search, whether it's for personal or professional purposes, there are
several principles that can help ensure you find the information you need efficiently and
effectively. Here are some key principles of searching:

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Use specific keywords: When you enter your search query, use specific keywords that
accurately describe what you're looking for. Avoid using generic terms that could apply to
many different things.

Use Boolean operators: Boolean operators such as "AND," "OR," and "NOT" can help you
refine your search by combining or excluding certain keywords.

Use quotation marks for exact phrases: If you're looking for an exact phrase, put it in
quotation marks to ensure that the search engine only returns results that include that exact
phrase.

Refine your search: If your initial search doesn't yield the results you're looking for, try using
different keywords or refining your search using Boolean operators or advanced search tools.

Evaluate your sources: When you find information through a search, be sure to evaluate the
credibility and reliability of the sources. Look for information from reputable sources, and be
wary of sources that are biased or lack evidence.

Use advanced search tools: Many search engines offer advanced search tools that can help
you refine your search and find more specific information. Explore these tools to make your
search more efficient and effective.

3.2 Types of search queries:

There are several types of search queries that people use when searching for information
online. Here are some of the most common types:

Informational queries: These are queries in which the user is looking for information on a
specific topic or question. For example, "What is the capital of France?" or "How to make
pizza dough?"

Navigational queries: These are queries in which the user is trying to find a specific website
or web page. For example, "Facebook login" or "Amazon Prime Video."

Transactional queries: These are queries in which the user is looking to make a purchase or
complete some other type of transaction. For example, "Buy running shoes online" or "Book
a hotel room in Paris."

Commercial queries: These are queries in which the user is looking for information on a
product or service with the intention of purchasing in the near future. For example, "Best
laptop for gaming" or "Cheap flights to London."

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Local queries: These are queries in which the user is looking for information on local
businesses or services. For example, "Pizza delivery near me" or "Hair salon in New York
City."

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 4. SEARCH ENGINE OPTIMIZATION THEORETICAL BACKGROUND

Search Engine Optimization (SEO) is the practice of optimizing a website to rank higher in
search engine results pages (SERPs) for specific keywords and phrases. The ultimate goal of
SEO is to increase the visibility and traffic of a website by improving its ranking in search
engine results pages.

Theoretical background of SEO involves several key concepts and principles, including:

Search engine algorithms: Search engines use complex algorithms to determine which web
pages are most relevant and useful for a given search query. These algorithms take into
account factors such as keyword density, quality of content, user engagement metrics, and
backlinks.

On-page optimization: On-page optimization refers to the process of optimizing individual

web pages in order to rank higher in search results and attract more organic traffic. This
involves optimizing factors such as title tags, meta descriptions, headings, content, images,
and internal links.

Off-page optimization: Off-page optimization refers to the process of building external links
to a website in order to increase its authority and relevance in the eyes of search engines. This
involves strategies such as link building, social media marketing, and influencer outreach.

Keyword research: Keyword research involves identifying the keywords and phrases that
potential customers are using to search for products or services in a particular industry. This
is a critical step in developing an effective SEO strategy.

Content creation: Content creation is a key component of SEO, as high-quality, relevant

content is more likely to rank well in search results and attract organic traffic. This involves
creating content such as blog posts, articles, infographics, and videos that provide value to
users and address their search queries.

User experience (UX): User experience refers to how users interact with a website, and it is a
critical factor in SEO. Websites that offer a positive user experience tend to rank higher in
search results and attract more organic traffic. This involves factors such as site speed,
mobile-friendliness, ease of navigation, and engaging content.

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Local SEO: Local SEO involves optimizing a website to rank well in local search results,
such as "plumber near me" or "pizza delivery in [city name]." This involves strategies such as
creating local business listings, getting reviews from customers, and targeting locally relevant
keywords.

Technical SEO: Technical SEO refers to the optimization of a website's technical elements,
such as its coding, structure, and security. This is important for ensuring that search engines
can crawl and index a website effectively, which can improve its ranking in search results.

Analytics and measurement: Analytics and measurement are critical components of SEO, as
they allow businesses to track the effectiveness of their SEO strategies and make data-driven
decisions. This involves using tools such as Google Analytics to track website traffic, user
behavior, and conversion rates.

4.1 Keywords:
Keywords are words or phrases that users enter into search engines to find information or
products related to their search query. In the context of SEO, keywords are a critical
component of optimizing a website's content and meta-data to rank higher in search engine
results pages (SERPs) for specific search queries. Keyword research involves identifying the
most relevant and high-traffic keywords for a particular industry or topic and incorporating
them strategically into website content, meta titles, descriptions, and other on-page elements.
By using relevant and targeted keywords in website optimization, businesses can improve
their visibility and attract more organic traffic from search engines.

Figure 3

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It's important to note that keyword optimization should be done carefully and strategically.
Overusing or "stuffing" keywords in website content or meta-data can result in penalties from
search engines and damage the website's ranking and credibility. Instead, businesses should
aim to use keywords naturally and in a way that provides value to users, such as by
incorporating them into high-quality, informative content that addresses users' search queries.

4.2 Importance of SEO for business:

Increased visibility and traffic: By optimizing a website's content and meta-data for search
engines, businesses can improve their online visibility and attract more organic traffic from
search engines. This can help them reach a wider audience and increase their website's
exposure to potential customers.

Better user experience: SEO involves optimizing a website's technical elements and content
to provide a positive user experience, such as by improving site speed, navigation, and
mobile-friendliness. This can help businesses attract and retain users, improve engagement
and reduce bounce rates.

Cost-effective: Compared to other digital marketing channels, such as paid advertising, SEO
is a cost-effective way for businesses to attract and retain customers. While it may require an
initial investment of time and resources to optimize a website, the ongoing cost of
maintaining a high search engine ranking is relatively low.

Builds trust and credibility: Websites that rank well in search results tend to be viewed as
more credible and trustworthy by users. By optimizing their website for search engines,
businesses can establish their authority and expertise in their industry, which can help them
build trust with potential customers.

Long-term benefits: While SEO may take time to show results, it can provide long-term
benefits for businesses by attracting consistent, high-quality traffic to their website. Unlike
paid advertising, which stops generating leads when the campaign ends, SEO can continue to
drive organic traffic and revenue over time.

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4.3 Keyword Research:
Keyword research is a critical component of SEO that involves identifying the keywords and
phrases that users use to search for products or services related to a particular industry or
topic. Here are some of the key steps involved in keyword research:

Brainstorming: The first step in keyword research is to brainstorm a list of relevant topics and
terms that relate to a particular industry or business. This may involve thinking about the
products or services offered, target audience, and industry trends.

Keyword research tools: Keyword research tools, such as Google Keyword Planner or
SEMrush, can help identify popular search terms and phrases, as well as provide data on
search volume, competition, and other metrics.

Analyzing competition: Analyzing competitors can help identify gaps and opportunities in the
keyword landscape. This involves analyzing the keywords and phrases used by competitors
in their website content, meta-data, and other marketing channels.

Long-tail keywords: Long-tail keywords are longer, more specific keyword phrases that are
less competitive but more targeted to a particular audience. Identifying and targeting long-tail
keywords can help businesses attract more qualified leads and improve their search engine
ranking.

User intent: Understanding the user intent behind a particular search query is essential for
optimizing content and improving search engine ranking. This involves analyzing the types
of queries users use and identifying the content and information they are looking for.

Identifying the niche market and creating list of keywords:

Identifying the niche market and creating a list of relevant keywords is an important step in
conducting keyword research for SEO. Here are some steps to follow:

Define your target audience: Before you can identify the right keywords, you need to have a
clear understanding of your target audience. This includes demographic information such as
age, gender, location, interests, and behaviors.

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Identify your niche: Once you understand your target audience, you need to identify the niche
market that you want to target. This involves analyzing the needs, preferences, and pain
points of your target audience to identify areas where you can provide value.

Brainstorm relevant topics and terms: With your target audience and niche market in mind,
you can begin brainstorming relevant topics and terms that relate to your business or industry.
This may include product or service offerings, industry trends, or other relevant topics.

Use keyword research tools: Keyword research tools such as Google Keyword Planner,
SEMrush, or Ahrefs can help identify popular search terms and phrases related to your niche
market. These tools provide data on search volume, competition, and other important metrics.

Analyze the competition: Analyzing the websites and marketing strategies of your
competitors can help identify gaps and opportunities in the keyword landscape. This involves
analyzing the keywords and phrases used by competitors in their website content, meta-data,
and other marketing channels.

Group keywords by topic: Once you have identified a list of relevant keywords, group them
by topic to make it easier to create content that addresses specific user needs and queries.

4.4 Determining commercial intent keywords

Determining commercial intent keywords is an important part of keyword research for SEO
because these are the keywords that are most likely to lead to conversions, such as sales or
sign-ups.

Analyze the search query: Start by analyzing the search query to determine the user's intent.
Queries that include words like "buy", "order", or "purchase" are likely to have commercial
intent.

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Use keyword research tools: Keyword research tools can help identify commercial intent
keywords by providing data on search volume, competition, and other metrics. These tools
can also suggest related keywords that may have commercial intent.

Analyze competitor websites: Analyzing competitor websites can also help identify
commercial intent keywords. Look at the keywords used in their product descriptions, meta
descriptions, and other marketing content to see what terms they are targeting.

Analyze the sales funnel: Analyze the different stages of the sales funnel to determine what
keywords are most likely to lead to conversions. For example, users who search for "best
laptops for gaming" may be in the research stage, while users who search for "buy gaming
laptop" may be in the purchasing stage.

Analyze search volume and competition: Consider both the search volume and competition
for the keywords you are considering. A high search volume with low competition is ideal,
but even if the competition is high, targeting commercial intent keywords can still be
worthwhile if the potential payoff is significant.

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4.5 On Page SEO:
On-page SEO refers to the process of optimizing individual web pages in order to rank higher
and earn more relevant traffic in search engines.

1. Content optimization: High-quality and relevant content is crucial for on-page SEO.
Content should be optimized with the relevant keywords, but should also be well-
written, easy to read, and provide value to the user.
2. Keyword optimization: Keyword optimization involves including relevant keywords
in the page's title, header tags, meta description, and throughout the content in a
natural way.
3. URL structure: URL structure plays a role in on-page SEO as well. URLs should be
descriptive and include relevant keywords, and should also be easy to read and
understand.
4. Meta tags: Meta tags such as the meta title and description are important for on-page
SEO as they give search engines a brief summary of what the page is about.
5. Image optimization: Images should be optimized with relevant keywords in the
filename and alt tags, and should be properly sized and compressed for optimal page
speed.
6. Internal linking: Internal linking within a website is important for on-page SEO as it
helps search engines understand the structure of the site and the relationship between
pages.
7. User experience: User experience is an important factor for on-page SEO, as search
engines prioritize sites that are user-friendly and provide a good experience. This
includes fast page loading times, mobile responsiveness, and easy navigation.
8. Mobile-friendliness: With most of the internet traffic coming from mobile devices, it
is essential for web pages to be mobile-friendly. This means having a responsive
design that adjusts to different screen sizes and loads quickly on mobile devices.
9. Page speed: Page speed is a critical factor for both user experience and search engine
rankings. Optimizing page speed involves reducing file sizes, minifying code, and
leveraging browser caching.
10. Structured data: Structured data helps search engines better understand the content of
a web page and can lead to rich snippets in search engine results pages (SERPs),
which can increase click-through rates.

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 11. Social sharing: Social media sharing can indirectly impact on-page SEO by increasing
visibility and driving traffic to a web page. Including social sharing buttons on a web
page can make it easy for users to share the content on social media.

4.6 Code Optimization:

Code optimization is the process of improving the efficiency and performance of a website's
underlying code to enhance its speed, functionality, and user experience. It involves various
techniques, including:

One of the key techniques of code optimization is minification. It involves removing

unnecessary characters and spaces from code to reduce file sizes and improve page load
times. Another technique is compression, which involves reducing the size of code files by
removing unnecessary information and using compression algorithms.

Caching is another effective technique that involves storing website content in a user's
browser or server to reduce load times for subsequent visits. Image optimization is also
crucial as images can significantly impact page load times. By compressing images, reducing
their file sizes, and using the right file formats, website performance can be improved.

Content Delivery Network (CDN) is another technique that helps in reducing load times and
improving website performance. It is a network of servers that store copies of a website's
content and deliver it to users from the server closest to their location.

Optimizing JavaScript and CSS files is another technique to improve website performance. It
involves reducing file sizes, minimizing code, and deferring loading to enhance website
performance and reduce load times.

Title tag or page tag is an element that is placed in the section of HTML document. It is often
displayed to users in search engine results pages or in the top of the browser’s window and
tab bar. The main purpose of page tag is providing users and search engines an accurate and
concise description of the website’s content. Therefore, title tag plays a crucial role in both
search engine optimization and user experience. Meta description tag is a HTML element that
is used to provide a brief explanation of the website’s content as illustrated in Figure 10. In
other words, it is an opportunity for a website to advertise its content to users and help them
decide whether that contain is the information they are looking for or not. Although meta

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description tag does not affect the search engine ranking, it is extremely helpful in terms of
increasing users’ click-through rate, as reported by SurveyMonkey, 43.2% of people click on
given results because of meta description

User experience optimization (UX optimization) refers to the process of enhancing the
overall experience of website visitors by improving website design, content, and
functionality. It involves creating a website that is easy to navigate, engaging, and provides a
seamless user experience.

One important aspect of UX optimization is website layout. A well-designed website layout

that is visually appealing and easy to navigate can greatly enhance user experience. This
includes having a clear and organized structure with easy-to-find information and call-to-
actions.

Mobile responsiveness is another crucial component of UX optimization. With the increasing

use of mobile devices, having a website that is mobile-responsive and adapts to different
screen sizes and resolutions is essential to providing a positive user experience.

Page speed is also a key factor in UX optimization. Slow page load times can negatively
impact user experience, so optimizing website speed through techniques such as image
compression and code optimization is important.

In addition to the technical aspects, content optimization is another essential component of

UX optimization. High-quality and relevant content that is easy to read and engaging can
improve user experience and increase the time spent on a website.

Website accessibility is also important in UX optimization. Websites should be accessible to

users with disabilities, such as those who are visually impaired, by incorporating features
such as alt-text for images and proper website structure.

Finally, usability testing is a critical aspect of UX optimization. Testing website functionality

and user experience through methods such as A/B testing and user feedback can help identify
areas for improvement and ensure that users have a positive experience on the website.

31
 5. Off-Page SEO

Off-page SEO refers to the activities and strategies that businesses can use to improve their
website's visibility and rankings in search engine results pages (SERPs) outside of their own
website. This includes activities such as link building, social media marketing, and online
reputation management.

One of the most important aspects of off-page SEO is link building. This involves acquiring
high-quality backlinks from other websites to your own website. Backlinks are important.
There are several strategies for acquiring backlinks, including guest blogging, broken link
building, and creating valuable content that others will naturally link to.

Social media marketing is another important aspect of off-page SEO. By creating and
maintaining an active presence on social media platforms, businesses can increase their
visibility and drive traffic to their website. Social media also provides an opportunity to
engage with customers and build relationships, which can lead to increased brand loyalty and
customer retention.

Online reputation management is another crucial aspect of off-page SEO. This involves
monitoring and managing online reviews, comments, and mentions of your brand on the
internet. By responding promptly to negative reviews and comments and promoting positive
reviews and testimonials, businesses can improve their online reputation and increase their
credibility in the eyes of both customers and search engines.

Other off-page SEO strategies include influencer marketing, local SEO, and content
marketing through channels such as email and press releases. By implementing a
comprehensive off-page SEO strategy, businesses can improve their website's visibility and
rankings in search engine results pages, ultimately driving more traffic and leads to their
website.

32
5.1 Link Building:

Link building is a crucial component of off-page SEO that involves acquiring backlinks from
other websites to your own website. Backlinks are important because they signal to search
engines that other websites consider your content to be authoritative and valuable. This can
lead to increased visibility and higher rankings in search engine results pages (SERPs).

There are several strategies for link building, including:

Broken link building: This involves finding broken links on other websites and reaching out
to the website owner to suggest replacing the broken link with a link to your own website.

Resource page link building: This involves finding resource pages on other websites that are
relevant to your business and requesting a backlink to your own website.

Skyscraper content: This involves creating high-quality, comprehensive content on a topic

that is already popular and relevant, and reaching out to websites that have linked to similar
content to suggest linking to your own content instead.

Social media link building: This involves promoting your content on social media and
encouraging others to link to it.

33
5.3 Social Media:
Social media plays a crucial role in off-page SEO. Social media platforms are powerful tools
for building your brand, driving traffic to your website, and improving your search engine
rankings. Here are some of the ways that social media can impact your off-page SEO efforts:

Figure 4

Building brand awareness: Social media platforms allow you to reach a wider audience and
build brand awareness. By regularly posting engaging content on social media, you can

34
 increase your visibility and attract more followers.

Figure 5

Driving traffic: Social media can be an effective way to drive traffic to your website. By
sharing links to your website on social media, you can encourage your followers to click
through to your site.

Building links: Social media can also help you build links back to your website. When people
share your content on social media, it can lead to more backlinks to your site, which can
improve your search engine rankings.

Improving engagement: Social media engagement metrics such as likes, comments, and
shares can indicate to search engines that your content is valuable and relevant. This can help
improve your search engine rankings.

Influencing search results: Social media profiles and pages can rank in search engine results
pages (SERPs). By optimizing your social media profiles and pages for relevant keywords,
you can increase your chances of ranking higher in search results.

35
5.4 Social Bookmarking:
Social bookmarking is a technique used in off-page SEO that involves submitting your
website or content to social bookmarking websites. These websites allow users to save and
share links to web pages they find interesting or useful. When you submit a link to a social
bookmarking site, it creates a backlink to your website.

Social bookmarking can be an effective way to build backlinks and increase your website's
visibility. Here are some key benefits of social bookmarking:

Increased visibility: By submitting your website or content to social bookmarking sites, you
can increase your website's visibility and attract more traffic.

Improved search engine rankings: Social bookmarking can help improve your search engine
rankings by creating backlinks to your website. However, it's important to note that not all
backlinks are equal, and quality is more important than quantity.

Targeted traffic: Social bookmarking sites often have a specific audience or niche. By
submitting your content to relevant social bookmarking sites, you can attract targeted traffic
to your website.

Social signals: Social bookmarking can also help to generate social signals, such as likes,
shares, and comments. Social signals can indicate to search engines that your content is
valuable and relevant, which can improve your search engine rankings.

36
 6. OPTIMIZING www.seimitsu.in
www.seimitsu.in is a website that provides information about industrial products. The website
is created based on the WordPress content management system. whole optimization process
will mainly focus on Google’s search engine because Google is the most popular search
engine with billions of active users.

Analysing seimitsu.in

After the analysing process, the author has identified some reasons that affect seimitsu.in
ranking in the search engine results pages. Those reasons will be the main problem that the
author is going to solve in this chapter.

The first reason is they do not have a proper tile tag and meta description as can be seen

The second reason is that they do not have good external links that point to their webpage. 4
external links that they acquire, as show in Figure are “nofollow” links. This means that those
links does not have any impacts on their ranking except for increasing their traffic a little bit.

6.1 Keyword research

In this chapter, the author will demonstrate methods that he used to find seimitsu.in main
keywords as well as sub-keywords. This chapter will also cover the competitor analysis
process with the intention to find keywords that they are using and sources where they obtain
external links.

37
Preliminary keywords list

Before starting to create a list of keywords, it is important to discover which search term is
more popular “Industry” or “products” in terms of search volume. Because both of them have
the same meaning but targeting the most popular one will reduce the effort of creating a
keyword list. Thus, the author has used Google Trends to determine which search term is the
most popular. Google Trends is a service provided by Google to show how often a word is
searched relative to FIGURE Keywords in seimitsu.in websites that are indexed by Google.
44 the search volume. As can be seen in, people actually use the search term “industry” more
than “seimitsu” when they perform a search on Google.

Figure 6

38
6.2 Optimized keywords list

As can be noticed in the Table 1, there is a column named Keyword Difficulty. In general,
keyword difficulty index shows how difficult it would be to rank high in search engines for
the specific term or phrase. Keyword difficulty’s value varies from 1% to 100% in which 1%
is easiest to rank and 100% is impossible to rank for specific keyword. Keyword difficulty is
calculated based on analyzing website’s quality and domain strength of top ten websites in
search engines results page for a given keyword. Keyword Difficulty in Table 1 was collected
using SEMRUSH’s tool). In order to determine the quality of certain keyword, there are three
critical factors that should be considered carefully, including search volume, completion and
keyword difficulty.

Competitor analysis

Competitor analysis is a crucial aspect of any marketing strategy, including SEO. Competitor
analysis involves identifying and analyzing your competitors to gain insights into their
strengths, weaknesses, and strategies. By understanding your competitors, you can make
informed decisions about your own SEO strategy and improve your chances of success.

Figure 7

Keyword research is an important step in any SEO strategy as it helps you identify the search
terms and phrases that your target audience is using to find your products or services. Here
are some tips to make the most of your keyword research:

39
Use a variety of keyword research tools: There are many keyword research tools available,
such as Google Keyword Planner, SEMrush, Ahrefs, and Moz. Use a variety of tools to get a
comprehensive list of relevant keywords.

Focus on long-tail keywords: Long-tail keywords are longer, more specific phrases that
typically have lower search volumes but higher intent. Targeting long-tail keywords can help
you attract more qualified traffic to your website.

Building links As explained in chapter 4, one-way link is the best valuable link in comparison
with other types of inbound link. Therefore, all building link strategies suggested by the
author will focus in acquiring natural and quality one-way links. FIGURE 28. Google
Webmaster Tools submitting website. 51 Strategies for building inbound links that point back
to the commissioner’s website are as followed: • Creating a blog: blog is one of the best
method for promoting a website online. Furthermore, blog is also a channel that business can
utilize to communicate with its customers, help them to keep up to date with the latest news.
A quality, helpful and unique blog not only gives visitors the reason to keep retuning to the
website, but also motivates them to share that website’s link in their own blog or social
media. Moreover, it is easier for website’s owners to be active and interact with other people
on social media if they own a quality blog. However, in order to achieve that, webmaster
should create blog with a diverse content that is unique and interesting, for instance an
infographic, tutorial video, top list products or services and so on … Some of the blog topic
that the author has suggest for the commissioner: “ Then they can begin to build up their
reputation among those communities by replying threads, answering people questions, giving
advice and so on. In some, they can also include their website’s link in the comment section if
it is related. Besides, every forum lets users place their website’s link into the profile
signature, thus it is important to choose forums that allow links as those can be crawled by
search engines’ spiders when they index those forums. • Thanks for discovering competitors’
inbound links by utilizing the technique in the previous section, the commissioner can
analyze those links in order to insight data ut where and how competitors obtain inbound
links. If those links are from forums the commissioner can apply the above strategy, or if they
are from one liveblogs, the commissioner can contact the blog owners to offer free products
in exchange for a review on their blog. • Submitting products to social shoppinnetworksrk for
advertising and increasing brand awareness. Some popular social shopping networks that can

40
be used: Google Product Search, MSN Online Shopping, Yahoo Online Shopping, 52 • Since
the commissioner is a startup company it is also a good strategy to conduct a crow funding
campaign on some popular Crow funding websites such as Indiegogo, Kickstarter,
RocketHub, etc. The main purpose in this strategy is not a successful funding, it is about
promoting Seimitsu to other people and increasing their awareness toward the brand. • Giving
promotional offers to customers in exchange for them to spread information about the
company. Those offers can be discount on certain products, small gifts, secret sales, etc.

6.3 Social media

Social media is a great channel for companies to reach and maintain relationships with their
loyal customers as well as potential customers, especially for Seimitsu, a start-up company
with a limited marketing budget. Therefore, it is essential for the commissioner to extend
their online network, connect with partners, customers, and sponsors, and promote their
business by becoming a member of the most popular social media platforms such as
Facebook, LinkedIn, Google+, Instagram, and Pinterest. Below are strategies and techniques
that the author has planned to target those social media platforms. 1. Facebook • Create a
Facebook business page to promote the business’s website. It is important to notice that the
name of business page , as well as the information about business, should also include main
keywords that have been discovered in the optimized keywords list. • Facebook is a great
communication channel for businesses to promote their website and connect with their
customer and prospects. However, so as to achieve that goal it is critical to building up strong
Facebook’ social engagement including: like, share and mention. One of the best methods to
increase social engagement is posting interesting, relevant and helpful contents in different
types of format such as ordinary text, image, infographic, video and so on. And can create
those contents by themselves or share relevant content from related websites. This 53
approach is also a good technique to develop partnerships with other website’s owners which
is very helpful when asking for their referenced links in the future. • Create a quiz, survey or
test that could be interesting and exciting to target audience. a voucher for discount and so on
if he/she answers to that quiz, survey or test correctly andsharese it on their page. 2.
Instagram • Instagram is a most popular photo sharing social network that allows users to
share pictures, short videos. It is a great channel for business to show different aspect of its

41
brand beside their product and service, for instance employees that work for the company, an
industry related to that business, brand value, and so on.

6.7 Tracking results and measuring success

Figure 8

Tracking your SEO results and measuring your success is crucial to understanding the impact
of your SEO efforts and making data-driven decisions for future improvements. Here are
some tips on how to track your SEO results and measure your success:

Set clear goals: Start by setting clear goals for your SEO strategy. Are you looking to increase
website traffic, improve search engine rankings, or generate more leads? Your goals should
be specific, measurable, and aligned with your business objectives.

Use analytics tools: Use analytics tools such as Google Analytics, Google Search Console,
and SEMrush to track your website's traffic, user behavior, search engine rankings, and other
metrics. These tools provide valuable insights into the performance of your website and can
help you identify areas for improvement.

Monitor keyword rankings: Monitor your keyword rankings to track the progress of your
SEO efforts. Use a keyword tracking tool such as Ahrefs or SEMrush to monitor your
rankings for your target keywords and track changes over time.

Track backlinks: Backlinks are an important factor in SEO, so it's important to track your
backlinks and monitor changes in your backlink profile. Use a tool such as Ahrefs or Majestic
to track your backlinks and identify opportunities for new backlinks.

42
Monitor on-page SEO factors: On-page SEO factors such as title tags, meta descriptions, and
content can have a significant impact on search engine rankings. Monitor these factors and
make improvements as needed.

Review your goals regularly: Review your goals regularly and adjust your SEO strategy as
needed. Use your analytics tools to identify areas for improvement and make data-driven
decisions to optimize your SEO efforts.

43
Conclusion

This master thesis has explored the importance of search engine optimization (SEO) in digital
marketing and how it can be used to maximize website visibility and traffic. The research has
shown that SEO is a complex and multifaceted process that involves a range of techniques,
including keyword research, on-page optimization, code optimization, user experience
optimization, and off-page optimization.

Furthermore, the study has demonstrated that SEO is critical for businesses in today's digital
age, as it can lead to increased website traffic, higher search engine rankings, and improved
brand awareness. By implementing effective SEO strategies, businesses can reach their target
audience more effectively and ultimately drive more conversions and revenue.

Overall, the findings of this research suggest that SEO is an essential component of any
digital marketing strategy and that businesses should prioritize investing in SEO to remain
competitive in today's digital landscape. With ongoing changes in search engine algorithms
and the evolving nature of SEO, it is important for businesses to stay up to date on best
practices and adapt their strategies accordingly to achieve optimal results.

44
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guide-to-seo
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evaluatorguidelines.pdf
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