SEARCH ENGINE OPTIMIZATION

AT

GROWFORE SOULTION PVT. LTD.

Submitted By:

Anunaya Baral
Exam Roll No: 10759/19
TU Registration No: 7-2-297-968-2019

An Internship Report Submitted to

Faculty of Management, Tribhuvan University

In partial fulfillment of the requirements for the degree of

Bachelor of Information Management

at the

Janapriya Multiple Campus

Tribhuvan University

Pokhara, Nepal
September, 2024
 STUDENT’S DECLARATION

I hereby declare this internship project entitled “AN INTERNSHIP REPORT ON

SEARCH ENGINE OPTIMIZATION” submitted to Janapriya Multiple Campus,
Office of the Dean Faculty of Management, Faculty of Management, Tribhuvan
University, under the guidance of Mr. Ramesh Chalise for the partial fulfillment of
the requirement of the degree of Bachelor of Information Management(BIM) is the
result of my own internship study carried out in year 2024 at Growfore Solution Pvt.
Ltd. and I have not submitted it earlier to any other university or anywhere else.

Date: September, 2024

Signature:

Name: Anunaya Baral

TU Roll No.: 10759/19

TU Redg. No.: 7-2-297-968-2019

ii
CERTIFICATE FROM THE SUPERVISOR

iii
CERTIFICATE FROM THE ORGANIZATION

iv
 ACKNOWLEDGEMENT
I would like to sincerely thank Tribhuvan University, Faculty of Management and
Janapriya Multiple Campus (JMC), Pokhara for providing the opportunity to carry out
this internship project that helps to enhance my knowledge, skills and capabilities.

I would like to take this opportunity and show my gratitude towards Mr. Yam
Kumar Baral (BBA/BIM Program Coordinator, JMC) and Mr. Ramesh Chalise
(Supervisor, JMC) for providing me the necessary guidance and supervision.

I would like to thank Growfore Solution, which accepted my presence and provided
me to work in their organization. It was a great experience to practically learn and
closely observe the organization environment and work culture. I had the greatest
opportunity to share views and ideas with different people in the organization
environment and work culture during my internship period.

I would like to express my greatest gratitude towards Mr. Sudip Gautam (CEO,
Growfore Solution) and Ms. Asmita Karki (Mentor, Growfore Solution) for
providing direction in the intern process, guidance, suggestions and timely help
during the internship period.

Finally, I am very much thankful towards all the teachers, teammates and friends who
supported me as well as provided all the facilities for the successful completion of this
report.

Name: Anunaya Baral

TU Roll No.: 10759/19

TU Regd. No.: 7-2-297-968-2019

v
 TABLE OF CONTENTS

Title page

Student Declaration.......................................................................................................ii

Certificate from the Supervisor.....................................................................................iii

Certificate from the Organization.................................................................................iv

Acknowledgement...........................................................................................................v

List of Tables...............................................................................................................viii

Abbreviations..................................................................................................................x

Executive Summary.......................................................................................................xi

CHAPTER I INTRODUCTION.............................................................................1-7

1.1 Background of the Study......................................................................................1

1.2 Objectives of Internship.......................................................................................2
1.3 Methodology.........................................................................................................2
1.3.1 Organization Selection..................................................................................2
1.3.2 Placement and Duration................................................................................3
1.3.3 Activities Performed.....................................................................................3
1.4 Methods of Data Collection.....................................................................................5
1.4.1 Primary Sources.............................................................................................5
1.4.2 Secondary Sources........................................................................................5
1.5 Significance of the Study.........................................................................................6
1.6 Limitation of the Study............................................................................................6
1.7 Organization to the Report.......................................................................................7
CHAPTER II INTRODUCTION TO IT INDUSTRY........................................9-11

2.1 Introduction to the IT Industry.............................................................................9

2.2 IT Industry in Nepal.............................................................................................9
2.3 Present Situation of SEO in Nepal.....................................................................10
2.4 Motivation for Choosing SEO............................................................................11
CHAPTER III INTRODUCTION TO THE ORGANIZATION..........................12
vi
 3.1 Introduction of Growfore Solution.....................................................................12
3.2 Contact Information............................................................................................12
3.3 Organizational Structure.....................................................................................13
3.4 Services Offered.................................................................................................14
3.5 Mission and Vision.............................................................................................15
CHAPTER IV ACTIVITIES DONE AND PROBLEM SOLVED.......................16

4.1 Analysis of Activities Done................................................................................16

4.2 Roles and Responsibilities..................................................................................16
4.2.1 Keyword Research......................................................................................16
4.2.2 On-Page SEO..............................................................................................18
4.2.3 Off-Page SEO..............................................................................................21
4.2.4 Technical Analysis......................................................................................22
4.2.5 Monitoring and Reporting...........................................................................24
4.3 Tools Used..........................................................................................................24
4.3.1 Google Analytics.........................................................................................25
4.3.2 Google Search Console...............................................................................25
4.3.3 Answer The Public......................................................................................25
4.3.4 SEMRUSH..................................................................................................25
4.3.5 Google Keyword Planner............................................................................25
4.3.6 Canva...........................................................................................................25
4.3.7 Google Trends.............................................................................................26
4.3.8 Screaming Frog...........................................................................................26
4.4 Use Case Diagram..............................................................................................27
4.5 Problem Solved..................................................................................................28
4.6 Observed Gaps....................................................................................................29
CHAPTER V CONCLUSION AND LESSON LEARNT......................................30

5.1 Conclusion..........................................................................................................30
5.2 Lesson Learnt.....................................................................................................31
Bibliography.................................................................................................................32

vii
 LIST OF TABLES

Table 1.1: Placement and Duration of internship.........................................................3

Table 1.2: Log Sheet of Activities Performed................................................................3

Table 3.1: Contact Information....................................................................................12

viii
 LIST OF FIGURES

Figure 3.1: Organizational Structure of Growfore Solution.......................................13

Figure 4.1: Keyword Research Using Google Keyword Planner................................17

Figure 4.2: Keyword Collection in Excel Sheet...........................................................18

Figure 4.3: On-page Done in Wordpress using Rank Math plugin.............................19

Figure 4.4: List of Referring Domains.........................................................................22

Figure 4.5: Page Speed Test........................................................................................23

Figure 4.6: Use Case Diagram....................................................................................27

ix
 ABBREVIATIONS

BIM Bachelor of Information Management

DA Domain Authority

DR Domain Rating

EAT Expertise, Authoritativeness, Trustworthiness

EMI Equated Monthly Installment

GSC Google Search Console

IT Information Technology

KD Keyword Difficulty

PA Page Authority

SEO Search Engine Optimization

SERP Search Engine Result Page

SSL Secure Socket Layer

TU Tribhuvan University

URL Universal Resource Locator

XML Extensive Markup Language

x
 EXECUTIVE SUMMARY

This internship report summarizes to the learning and experience gained during the
internship project by bridging the gap between classroom knowledge and practical
application, mandated by Tribhuvan University, marking an important point in the
journey towards completing the BIM (8th semester) program. I had the opportunity to
look deeply into the details of search algorithms and the essential ranking elements of
Google's algorithm during my internship. The focus was on Search Engine
Optimization (SEO), which is an essential component of digital strategy. It's the skill
of making a website more visible and gaining higher rankings in the natural, organic
search results of a website search engine. This paper takes us on a journey into the
complex world of search algorithms, where we learn how to work well under pressure
and within tight deadlines while discovering the trade secrets of expert site ranking
tactics. Through the process of analyzing how to improve a webpage's position in
Google's results, the study reveals the possibility of increased visibility and profitable
opportunities for businesses. Overall, this internship journey was valuable practical
insights into learning about SEO as a powerful tool in Internet marketing, enabling
businesses to expand their reach and connect with a broader audience.

In summary, this report provides a look into the transforming potential of SEO in the
ever-changing world of Internet marketing, demonstrating the synergy between
academic understanding and practical practice.

xi
 CHAPTER I
INTRODUCTION

1.1 Background of the Study

An internship is a program that offers individuals the opportunity to work with an

organization for a specific period, allowing them to gain knowledge and experience in
the industry. This internship was also a crucial part of my final semester curriculum,
requiring me to serve as an intern in the IT industry.

I had the opportunity to learn more about SEO (Search Engine Optimization) during
my internship. As a student pursuing BIM at Janapriya Multiple Campus, I started this
journey to bridge the gap between classroom learning and practical application in the
field of digital marketing.

I had the opportunity to work with Growfore Solution, a company renowned for its
expertise in the web development, e-commerce platform within the SEO and digital
marketing. Under the guidance of my mentor Ms.Asmita Karki, I actively participated
in various aspects of SEO, including optimizing websites for search engines,
conducting keyword research, and implementing on-page and off-page SEO strategies
to improve website rankings.

Working alongside an energetic team, I actively participated in projects that

demanded the implementation of SEO strategies to boost online presence and increase
natural website traffic. This practical exposure not only enhanced my SEO technical
competencies but also sharpened my capacity to solve problems.

Throughout the internship, I conducted extensive SEO research, staying updated on

industry best practices, emerging trends, and the practical applications of SEO, while
focusing on the technical aspects of optimization. This exposure provided me with a
comprehensive understanding of the field and reinforced my passion for pursuing
excellence in the field of SEO.

1
1.2 Objectives of Internship

The primary goal of this internship program is to put theoretical knowledge into
practical use in the real world. It offers students an opportunity to gain insights into
the inner workings of an IT company and effectively prepares them for their future
careers.

 To develop skills in researching and selecting relevant keywords for a

website's content.

 To gain expertise in optimizing on-page elements, including meta tags,

headings, content, and multimedia, to improve the website's search engine
ranking and user experience.

 To implement effective strategies for building high-quality backlinks to

enhance the website's domain authority and increase its visibility in search
engine results.

 To use SEO analytics tools to track website performance, and monitor

keyword rankings.

1.3 Methodology

This section talks about the procedures that have been followed while completing this
internship report.

1.3.1 Organization Selection

Selection of an organization for the internship program is always a crucial task. I

commenced my search for an internship once the 8th semester began.

I started my SEO and Digital Marketing journey with Growfore Solution, primarily
because of its convenient proximity to my residence. I had been actively applying to
various job listings on LinkedIn and other online platforms. I was fortunate to secure
an interview opportunity with Growfore Solution, the very company I had applied
through mailing address. My performance in the interview was strong, leading to my
selection as an SEO intern at the company.

2
1.3.2 Placement and Duration

After being officially selected as an intern, I got placed as an SEO intern under the
supervision of Ms. Asmita Karki.

The following table explains the details of my placement and duration in Growfore
Solution:

Table 1.1: Placement and Duration of internship

Start Date May 19, 2024

End Date July 31, 2024

Duration 10 Weeks

Position SEO Intern

Mentor Asmita Karki

Office Hours 11 am to 6 pm

Holiday Saturday

1.3.3 Activities Performed

The activities performed are presented in the form of Log Sheet below:

Table 1.2: Log Sheet of Activities Performed

Weeks Tasks Performed Soft Skills Tools Used

Gained
1st Content Writing and blog writing for -Writing Skills - Grammarly
Week web pages.Competitors’ web page -Analytical - Answer The Public
analysis and keyword research. Thinking
Generating Frequently asked Questions -Research skills
(FAQ’s).
2nd Introduction to local SEO and its -Time -SEO auditing tools
Week importance, keeping content up-to-date management [ Google Analytics]
and relevant by periodically updating -Research Skills -DA and PA
and refreshing it with new information, - Problem-Solving Checker tool [Moz]
Knowing of Domain Authority (DA)

3
 and Page Authority (PA).

3rd Content Writing and Copy Writing, -Writing Skills -Grammarly

Week On-page optimization for web pages, -Analytical -Canva
Use of Canva for designing feature Thinking
image and other uses. -Attention to
Detail
4th Basic HTML and CSS training for -Adaptability - HTML/CSS editor
Week understanding website structure, using -Research Skills -WordPress
WordPress. Measure search interest in - Problem-Solving -Google Trends
particular topic .

5th Reviewing and suggesting -Data analysis - Google keyword

Week improvements for site structure, - Research Skills planner
exploring advanced keyword research - Creativity
and targeting, Learning Google
Keyword Planner efficiently,
optimizing each product so that it is
visible in SERP

6th Including keywords naturally in -Adaptability -SERP tracking

Week already written material, Studying SEO - Research Skills tools [Semrush]
algorithms,Optimization of the product - Regular Update
page and category page practical
understanding of the idea of page
ranking Knowing sitemaps, their
functions, and their significance.
7th Practiced link-building techniques. - Data analysis - Google Analytics
Week Listing website in different validated -Communication
listing sites. -Adaptability
Monitoring website traffic using
Google Analytics and System Testing
Implement internal linking strategies to
guide users and search engines to
related products and categories within
the site.

4
8th
SEO for e-commerce: product -Strategic planning - E-commerce SEO
Week
optimization and e-commerce platform tools
-Competitive
SEO
Analysis -Canva
Creating a long-term content strategy
-Social media
Analyzing and adapting to competitors'
management
strategies
9th Social Media Posting -Strategic Analysis -Page-Speed
Week Exploring technical SEO aspects: site -Competitor Insights
speed Analysis -Screaming frog
Local SEO tactics: Google My -Creativity
Business setup and optimization, -Social media
Analyzing local competitors and their management
strategies
10th Analyzes website performance and -Regular Update
Week provides optimization -Marketing
recommendations, Content Strategy
optimization and Regular Updates -Content Strategy

1.4 Methods of Data Collection

This is the research methodology followed to gather the required information. For
the project the method that was used to extract the information required for the
proposed system as follow:
1.4.1 Primary Sources

The description of the organization’s services, vision, mission, goals

and objectives as well as the organization structure were extracted
from the official documented archive in the organization. These data
were very helpful in understanding the processes, activities and
methodologies used in the organization.

1.4.2 Secondary Sources

The additional references and information needed in the course of
internship were collected from other secondary sources including
online articles, journals, and other related websites. Such research
5
helped in understanding the basics of digital marketing SEO
practices and various tools used in optimizing web pages for SEO.

1.5 Significance of the Study

1. Hands-On SEO Expertise: The project provides a chance to gain practical

experience in implementing white-hat SEO techniques, including keyword research
and competition analysis. This hands-on exposure is invaluable for understanding
how SEO works in real-world scenarios, which can be applied to future career
endeavors.

2. Content Creation and Quality: Creating quality content for the website reinforces
the importance of content marketing and writing skills. Interns can hone their content
creation abilities, which are highly transferable skills applicable to various digital
marketing roles.

3. User-Centric Design: Participating in the development of a user-friendly and

interactive website helps interns understand the significance of user experience (UX)
and user interface (UI) design principles. This knowledge is vital for careers in web
development, design, or digital marketing.

4. Professional Growth: Interns can showcase their contributions to improving the

website's SEO and user experience on their resume. This project provides tangible
evidence of their skills and achievements, enhancing their prospects when seeking
future job opportunities in the field of digital marketing, SEO, or web development.

5. Ethical Practices: Learning and applying trustworthy and future-proof SEO

techniques underscore the importance of ethical practices in the digital marketing
industry. Interns can carry this ethical foundation forward into their careers,
promoting long-term success and sustainability in their chosen field.

1.6 Limitation of the Study

1. Limited Experience: As an intern, the individual may have limited experience in

the field of SEO, which can affect their ability to tackle complex projects and
challenges effectively.

6
2. Access to Tools: Interns may not have access to premium SEO tools and resources
that experienced professionals use, which can restrict their ability to conduct in-depth
analysis and research.

3. Limited Decision-Making Authority: Interns often have limited decision-making

authority within the organization, which can hinder their ability to implement changes
or strategies independently.

4. Supervision and Guidance: Depending on the internship program, interns may

receive varying levels of supervision and guidance. Limited mentorship can impact
their ability to learn and grow.

5. Limited Exposure to Client Interactions: Interns may have limited exposure to

client interactions, which can affect their understanding of client needs and
expectations in the SEO industry.

6. Resource Constraints: Interns may have limitations in terms of resources, such as

budget constraints, which can impact the execution of certain SEO strategies or
campaigns.

7. Time Constraints: Interns may have time constraints due to the duration of their
internship, limiting the scope of projects they can work on and their ability to see
long-term results.

8. Lack of Authority Over Website Changes: Interns may not have the authority to
make significant changes to the company's website or content, which can restrict their
ability to implement SEO improvements.

9. Limited Data Access: Access to data and analytics may be restricted, making it
challenging for interns to track and measure the impact of their SEO efforts.

1.7 Organization to the Report

The report is divided into 5 Chapters and each of these Chapters consists of short
descriptions related to that topic.

Chapter 1 gives info on the introduction to the project and its working mechanism,
objectives, methodology, its significance, and limitations.
7
Chapter 2 reflects the detailed introduction of the software industry, world history
and its evolution in Nepal.

Chapter 3 is about the details of an organization, its hierarchy and working domains.

Chapter 4 includes activities performed and problems that were solved that were
taken in this project and weekly log of different tasks.

Chapter 5 includes conclusion and summary and lesson learnt during the internship
period.

8
 CHAPTER II
INTRODUCTION TO IT INDUSTRY

2.1 Introduction to the IT Industry

The IT industry is a dynamic and rapidly evolving domain encompassing a wide

range of technologies, services, and solutions focused on information manipulation,
storage, processing, and transfer. In today's digital age, its significance is paramount,
as it drives innovation, enables seamless communication, and catalyzes transformative
changes across global industries. This sector is instrumental in creating and advancing
technologies like artificial intelligence, cloud computing, and data analytics,
reshaping how businesses function and how individuals interact with the world.

Recent times have witnessed the IT industry undergoing swift advancements and
transformative shifts driven by emerging technologies and changing market dynamics.
Innovations such as artificial intelligence, machine learning, cloud computing,
extensive data analytics, cyber security, and the Internet of Things have gained
remarkable traction, effectively reshaping the IT landscape. However, amid this
dynamism, the IT industry faces challenges, including the looming specter of cyber
security threats, the rapid obsolescence of technologies, and the persistent demand for
ongoing skill development due to the ever-evolving nature of technology .

2.2 IT Industry in Nepal

The IT industry in Nepal is a expanding developing sector that holds immense

potential for the country's economic growth and technological advancement. Over the
past decade, Nepal has made significant strides in establishing itself as an emerging
player in the global IT landscape.

Nepal's IT industry encompasses a diverse range of activities, including software

development, IT services, outsourcing, digital marketing, e-commerce, and more. The
country's skilled workforce, coupled with its cost-effective services, has attracted
international attention, leading to partnerships and collaborations with companies
from around the world.

9
One of the notable aspects of Nepal's IT industry is its focus on innovation and
entrepreneurship. Local startups and tech companies are harnessing their creativity to
develop solutions that address both local and global challenges.

However, the IT industry in Nepal also faces its share of challenges. Infrastructure
limitations, such as unstable internet connectivity and inconsistent power supply, can
hinder the sector's growth. Additionally, while the country boasts a pool of talented IT
professionals, there is a continuous need for skill enhancement and specialization to
keep pace with rapidly evolving technologies .

2.3 Present Situation of SEO in Nepal

The state of Search Engine Optimization (SEO) in Nepal reflects a journey that aligns
with global trends while adapting to the country's unique digital landscape. Starting in
the mid-2000s, there has been a growing awareness among Nepalese businesses and
content creators about the importance of SEO in improving online visibility and
expanding their reach. Nepal's linguistic diversity, with languages like Nepali and
regional dialects, has emphasized the need for localized SEO strategies that resonate
with the local audience. To effectively connect with their target market, businesses
have recognized the importance of tailoring their SEO efforts to accommodate the
linguistic and cultural nuances of Nepal. Despite challenges related to limited internet
infrastructure, the improving digital landscape in the country presents opportunities
for businesses to tap into an expanding digital market, with SEO playing a crucial role
in establishing a strong online presence.
Additionally, the evolving digital landscape in Nepal has prompted various sectors
such as e-commerce, news portals, and education to embrace SEO strategies. These
sectors understand that SEO is essential for carving out a space in the increasingly
competitive online environment. As the government continues its digital literacy
initiatives to promote digital engagement among the population, SEO becomes even
more vital as a tool for achieving online visibility and facilitating growth in Nepal's
dynamic digital ecosystem .

10
2.4 Motivation for Choosing SEO
Though the concept of SEO has existed for less than two decades, it is one that has
driven a huge number of jobs, and marketers from nearly every industry have created
careers. I wanted to explore SEO, as it is a vital digital marketing tool, in increasing
demand in today's time.
The ultimate goal of SEO is to generate organic traffic, by making the content more
appealing to search engines. Optimizing your site helps to deliver better information
to search engines so that your content can be properly indexed and displayed within
search results.

Building a website isn’t enough for having brand awareness, without SEO. SEO helps
in increasing visibility and rankings, web traffic, and a better visitor experience.
Besides, one of things which everyone can enjoy about SEO is that it’s never boring.
There's always something to test and there's always something more to learn.

11
 CHAPTER III
INTRODUCTION TO THE ORGANIZATION
3.1 Introduction of Growfore Solution

Growfore Solution Pvt. Ltd. is a leading IT company dedicated to helping

businesses flourish online founded in 2021. It specializes in web development and
digital marketing, focusing on crafting websites, implementing SEO strategies, and
creating engaging content. By driving digital transformation, Growfore Solution
enables local companies to thrive in the ever- evolving tech-driven landscape.

The organization boasts an experienced team of IT specialists and digital

marketing experts who have been contributing to the industry for years. Their
expertise, combined with a deep understanding of the local market, enables the
delivery of tailored solutions that cater to the specific needs of businesses.
Company services are tailored specifically to business needs as it provide all-in-
one solutions for along with consistent communication and work-pace
transparency. It’s a remote team equipped to lead business to prime status.

3.2 Contact Information

Brief Information about the company and contact information is shown in the table
below:
Table 3.1: Contact Information

Name of the Organization Growfore Solution Pvt. Ltd.

CEO Mr. Sudip Gautam

Address Pokhara-8, NewRoad

Employee plus intern 10

Email [email protected]

Website www.growfore.com

Contact Number +977 9856085151

12
3.3 Organizational Structure
Organizational structure guides employees on different levels that govern the
workflow of the company.
Growfore Solution, paying mind to the significance of formal structure maintains the
hierarchy, making different departments more focused and having productive tasks.

Figure 3.1: Organizational Structure of Growfore Solution

13
3.4 Services Offered

Growfore Solution Pvt. Ltd. is a IT company with a strong commitment to

empowering businesses in Nepal through innovative technological solutions. Their
core services encompass a diverse range of offerings:

1. Web Development:

Growfore Solution specializes in crafting dynamic and user-friendly websites

tailored to meet the specific needs of businesses. Using the latest technologies,
they ensure their clients have a strong online presence that drives growth and
efficiency.

2. Digital Marketing:

The digital marketing team at Growfore Solution helps businesses enhance their
online visibility and engage with their target audience effectively. Through
strategic campaigns including social media marketing, email marketing, and pay-
per-click advertising, they aim to boost brand awareness and drive conversions.

3. Web Hosting:

Growfore Solution provides reliable and secure web hosting services to ensure
their clients' websites are always up and running smoothly. Their hosting solutions
are scalable and tailored to meet the specific requirements of businesses, offering
peace of mind and uninterrupted online presence.

4. Search Engine Optimization (SEO):

With expertise in SEO techniques, Growfore Solution helps businesses improve

their search engine rankings and attract more organic traffic to their websites.
Through keyword optimization, backlink building, and content strategies, they
strive to elevate their clients' online visibility and drive measurable results.

5. Content Writing:

Growfore Solution offers professional content writing services to create engaging

and relevant content for their clients' websites. From blog posts to articles, their
team ensures the content resonates with the target audience and enhances the
brand's online presence.
 6. Graphic Design:

The graphic design team at Growfore Solution produces visually appealing

marketing materials such as logos, brochures, and social media graphics. They
ensure that every design element aligns with the brand identity and captures the
attention of the audience.

3.5 Mission and Vision

Vision
Our vision is to empower businesses and individuals with digital solutions that
transcend boundaries. We focus on the needs of small to middle market business to
improve and grow their return.

Mission
To create transformative digital experiences that drive growth, empower businesses,

and inspire individuals (Growfore Solution, 2020).

Growfore Solution is dedicated to:

 Delivering Excellence.

 Empowering Businesses.

 Fostering Collaboration.

 Inspiring Creativity.

 Embracing Continuous Learning.

 Cultivating Trust.

 Making a Positive Impact

15
 CHAPTER IV
ACTIVITIES DONE AND PROBLEM SOLVED

4.1 Analysis of Activities Done

As an SEO intern, my job is all about helping a website get noticed more on search
engines like Google. To do this, used a mix of technical skills, thinking carefully, and
coming up with smart strategies. The main goal is to bring in more people to the
website by making sure it shows up when they search for things online.
One of my main tasks is finding the right keywords. These are words or phrases that
people type into search engines. Being an intern, had to pick the best ones that match
what the website is about and what people are looking for. Interns look at things like
how often people search for these words, how many other websites are using them,
and what people really mean when they type them.
Interns also work on improving the website itself, add the chosen keywords in the
right places on the webpages, like in titles and content. This helps search engines
understand what the pages are about and makes the website show up higher in search
results. Plus, interns help create good content that's easy to read and interesting for
people. And an intern keeps an eye on how well our strategies are working using tools
like Google Analytics to see if we're getting more visitors and if they're doing what
we want on the website. In a nutshell, my role as an SEO intern is about learning and
doing things to make the website more popular and helpful for people searching
online.

4.2 Roles and Responsibilities

During the internship period, a intern had to work with a team of SEO experts and
learn about teamwork, and organizational behavior and gain practical knowledge of
the field. Various roles and responsibilities were assigned in Growfore Solution. They
are:

16
4.2.1 Keyword Research
Keyword research involves finding and studying the terms people use in search
engines to inform digital strategies. Being an intern, had conducted thorough keyword
research using tools like Google Keyword Planner, UberSuggest, Answer The Public
and SEMrush to compile a comprehensive list of relevant keywords, with a focus on
capturing user intent and reaching niche audiences through long-tail keywords.
I categorized keywords by their competition level, allowing us to prioritize achievable
targets in a competitive environment.

Figure 4.1: Keyword Research Using Google Keyword Planner

17
Figure 4.2: Keyword Collection in Excel Sheet

4.2.2 On-Page SEO

I focused on making our website better for search engines by optimizing things
directly on the webpages, which is called on-page SEO. I used a tool called All-in-
One SEO to help with this. I carefully used important keywords in titles, headings,
and content to make sure our website shows up well in search results. I also improved
the descriptions that show up in search results and made our website more mobile-
friendly. All of these steps helped our website do better in search rankings and made
it easier for people to find us online.

18
Figure 4.3: On-page Done in Wordpress using Rank Math plugin

19
a. Title Tag and Meta Description:

I optimized page titles and meta descriptions using WordPress plugins like All-in-
One SEO or Yoast, following standard character limits. These elements are crucial
as they appear in search results, with page titles influencing Google rankings and
well-written meta descriptions increasing click-through rates.

b. Head Tag Optimization:

I identified the headings and subheadings which are HTML elements (H1-H6) within
the content. Heading tags make the content easier and more enjoyable for visitors to
read, as well as provide keyword-rich context for the search engines.

c. Anchor Text Optimization:

I undertook anchor text optimization to enhance our website's search engine visibility
and user experience. Anchor text is a crucial element in SEO, and I ensured that it was
both keyword-relevant and descriptive, providing clear context for internal and
external links.

d. Content Optimization:

Content optimization is the process of making sure content is written in a way that it
can reach the largest possible target audience. I optimized the content of Growfore
Solution, ensuring it was free from plagiarism.

Content Analysis:

 Content should be unique.

 Content should be original and not plagiarized.

 Content must be long enough, at least 500 words minimum for each article.

 Keyword density must be 3 to 5 percent.

 Content should have visual appeal and must be interactive.

 The site must include a sitemap for easy navigation for the users, alongwith an
XML sitemap for the web crawlers of different search engines.

20
e. Image Optimization:

As a part of the on-page optimization, I performed image optimization. Image

Optimization included the following:
 Every image file was provided with an SEO-friendly name

 Each image was re-sized/compressed before the upload

 Optimized using alternative text on the image

 Descriptive captions were provided to the images as far as practicable.

Alternative text is a crucial part of image optimization. It tells the search engine what
the image is about. Moreover, alternative text is used by programs such as screen
readers for visually impaired readers.

4.2.3 Off-Page SEO

"Off-page SEO," also known as "off-site SEO," involves activities outside of your
website that impact its search engine rankings and visibility. I focused on building
high-quality backlinks through strategies like outreach campaigns and directory
submissions, which improved our website's authority and online presence.
Additionally, I managed our social media presence by creating and sharing engaging
content to increase brand visibility and attract organic traffic.

I closely monitored key performance indicators like domain authority, referral traffic,
and social engagement to continuously refine our off-page SEO strategy and maintain
competitiveness in the digital landscape.

21
Figure 4.4: List of Referring Domains

4.2.4 Technical Analysis

Technical SEO refers to website and server optimizations that help search engine
spiders crawl and index sites more effectively, which helps in improving organic
traffic. I had to optimize technical aspects including the following for maximized
indexing and keyword relevance.

a) Mobile Friendly Test: I had to ensure that Growfore Solution is fully responsive
and will display in the best format possible for mobile, tablet, or desktop users, as
Google is clear about the fact that having a responsive site is considered a very
significant ranking signal by its algorithms.

b) Page Speed Test: I monitored the page speed and average server response time
for Growfore Solution's pages during my role. Whenever I identified any issues or
errors in these performance metrics, I promptly communicated them to the
developer for necessary updates and improvements. This proactive approach
helped ensure that our website maintained optimal loading times and provided a
smoother user experience for our visitors.

22
 Figure 4.5: Page Speed Test
c) URL Structure: I made sure that the URL had relevant keywords, avoiding
keyword stuffing, and ensured it was concise. I also removed unnecessary
punctuation and ensured that the URL matched the title.
d) Sitemap: As an SEO intern, I executed a dual approach by knowing how to create
two vital sitemaps: a user-friendly HTML sitemap designed to simplify navigation
for website visitors, and an XML sitemap tailored for search engine crawlers.
The user sitemap offered a clear, organized list of links to essential website
sections, enhancing the user experience and facilitating easy access to relevant
content. Concurrently, the XML sitemap, equipped with metadata like
modification dates and priority levels, efficiently guided search engine bots
through our web pages, optimizing our search engine rankings. This
comprehensive sitemap strategy significantly contributed to our website's
improved usability and visibility in the digital landscape.

e) Robot.txt: I added the Robots.txt file to the home directory to inform web robots
about which areas of the website should not be processed or crawled.

23
f) Canonical Tag Optimization: I focused on Canonical Tag Optimization as a
crucial part of our on-page SEO efforts. Canonical tags are essential for
preventing duplicate content issues and ensuring that search engines properly
index our preferred pages. I audited our website, identifying instances where
duplicate content might exist, and implemented canonical tags to point search
engines to the primary, authoritative version of the page. This not only improved
our site's SEO by consolidating link equity but also enhanced the user experience
by eliminating confusion caused by duplicate content in search results.

g) Redirection: I managed redirection strategies, including 301, 302, and 401

redirects, to optimize our website's user experience and search engine ranking. I
utilized 301 redirects for permanent URL changes, preserving link equity and
ensuring a seamless transition for users. For temporary redirects, such as product
pages during seasonal promotions, I employed 302 redirects. Additionally, I
handled 401 redirects to manage unauthorized access and ensure secure content
protection. This meticulous redirection management played a vital role in
maintaining our website's SEO integrity, user satisfaction, and overall online
performance.

4.2.5 Monitoring and Reporting

As an intern I performed SEO monitoring using Google Analytics and Google

Search Console. Monitoring basically focused on four major aspects:
 Audience (the visitors)

 Acquisition (how did the visitors come)

 Behavior (what did the visitors do)

 Search Analytics (Click through Rate, Average position in the SERPs)

4.3 Tools Used

Using SEO Tools, helped to measure up to the competitors, and the performance
going on in Growfore Solution.
4.3.1 Google Analytics
Google Analytics allows us to track and understand customer’s behavior, user
24
experience, online content, device functionality and more. Google Analytics was used
on Growfore Solution to improve marketing campaigns, drive website traffic and
better retain visitors.
4.3.2 Google Search Console
Google Search Console (GSC) was used in Growfore Solution to get update about the
site health, errors, crawling, and indexing issues. The tools show the reports on the
daily basis about how well Growfore Solution is performing on Google and how can
we improve it.
4.3.3 Answer The Public
Answer The Public is a search insight tool that helps those who produce content,
marketers and business to understand better what questions or topics their audience
search for online. It offers tool for generating FAQs’, long tail keywords

4.3.4 SEMRUSH

Answer The Public is a search insight tool that helps those who produce content,
marketers and business to understand better what questions or topics their audience
search for online. SEMRUSH is a comprehensive digital marketing platform that
offers tools for keyword research, competitive analysis, and website performance
tracking, helping businesses improve their online visibility and optimize their digital
strategies.

4.3.5 Google Keyword Planner

Google Keyword Planner is a free tool used by advertisers and SEO experts to
discover valuable keywords for their campaigns. It offers information on search
volume, competition levels, and estimated bid recommendations, making it an
essential resource for informed keyword selection and strategy development.

4.3.6 Canva

Canva is a user-friendly graphic design platform that enables individuals and

businesses to create visually appealing designs, presentations, and social media
graphics without extensive design skills. With a wide array of templates and
customizable elements, Canva simplifies the design process and empowers users to
produce professional-looking visuals.

25
4.3.7 Google Trends

Google Trends is a web-based tool by Google that provides insights into the
popularity and search interest of specific keywords over time. It helps users
understand the changing trends in search behavior, enabling marketers, researchers,
and businesses to make data-driven decisions and tailor their content and strategies to
current interests and demands.

4.3.8 Screaming Frog

Using Screaming Frog for my site "Growfore Solution," I gain valuable insights by
crawling through web pages. This tool reveals on-page elements, detects broken links,
and identifies technical issues. It's an essential aid in optimizing "Growfore Solution"
for improved search visibility and user experience.

4.4 Use Case Diagram

The use case diagram shows the relationship between User, SEO Manager,
and Search Engines.

26
Figure 4.6: Use Case Diagram

27
4.5 Problem Solved
During my SEO internship, as an internee, a significant challenge was encountered
concerning a website's ranking and visibility. The primary issues included inadequate
on-page optimization and a deficiency in high-quality backlinks. To address these
challenges, a comprehensive SEO audit was conducted to identify areas in need of
improvement. Efforts were focused on optimizing meta tags to enhance click-through
rates, enhancing content quality to engage users, and devising a robust backlink
strategy to establish the website's authority within its industry.
As an intern, technical challenges were encountered, including issues with broken
links and the website's sitemap. A thorough website audit was conducted to address
these concerns, with a focus on rectifying broken links to enhance the user experience
and resolving duplicate content issues. The intern also optimized the website's
sitemap for improved search engine indexing. Additionally, efforts were made to
enrich the website's search presence by implementing structured data for better search
results presentation and to provide search engines with more contextual information.
In terms of off-page SEO, strategies such as article submissions to directories were
executed to boost online visibility and acquire high-quality backlinks. There was also
a focus on optimizing image loading speed and overall user experience. Finally,
ensuring that the website's content shared on social media platforms like Facebook
was visually appealing and informative was part of the responsibilities.
This internship taught me a lot about SEO and I believe the skills and knowledge I
gained will be really helpful in my future career.

28
4.6 Observed Gaps

After joining an internship at Growfore Solution I encounter some gaps or challenges

that affect my experience. Here are some gaps that I face as an intern:

 Skills and Knowledge Gap: As an intern, I have theoretical knowledge but

there is a lack of practical experience or specific skills required for the
organization’s projects. There was a gap between what I had learned before
for the internship and the practical skills needed for SEO.
 Collaboration Gap: For the first week I find it challenging. I have no
experience of working in a team it was so difficult to adjust in the
organization.
 Expectation Gap: As an intern, I have different expectations about the level
of guidance and nature of responsibilities which completely did not match in a
real organization. Such high expectations led me to be frustrated to do work. I
was not prepared to take on all the responsibilities which affected my
internship journey.

29
 CHAPTER V
CONCLUSION AND LESSON LEARNT

5.1 Conclusion

The internship opportunity has proven to be a truly enriching and fulfilling experience
for an intern. It has afforded me valuable perspectives into the ever-evolving realm of
Search Engine Optimization (SEO). Throughout the internship, the intern actively
participated in a range of SEO initiatives aimed at enhancing the website's visibility
and its standing on search engine result pages. Through the utilization of diverse SEO
tools, the intern successfully fine-tuned specific keywords, which subsequently
garnered notable prominence on search engines. As a direct consequence, we
observed a substantial uptick in website traffic and an influx of visitors.

One of the key takeaways from my internship experience is the significance of

maintaining regular updates to the website and conducting routine audits to uphold its
optimal performance. This internship has underscored the crucial lesson that SEO
doesn't yield instant results; rather, it is a gradual and continuous process. However,
when executed meticulously and with patience, the results can be genuinely
gratifying.

In my pursuit of effective SEO, I've gained a profound understanding of the critical

elements involved. This includes the significance of meticulous keyword research, the
creation of top-notch content, the optimization of on-page components such as titles
and headings, the establishment of high-quality backlinks, and the meticulous
attention to technical aspects. Furthermore, the intern has come to appreciate the
ongoing importance of continuous monitoring, in-depth analysis, and the ability to
adapt swiftly within the ever-evolving SEO landscape. These insights have been
instrumental in shaping my approach to achieving SEO excellence.Despite the
challenges posed by factors like algorithm updates and competition, intern had
learned that adeptly navigating these obstacles with effective strategies can
significantly enhance a website's search visibility and overall user experience.

30
Remaining informed and up to date with the latest trends and best practices is
paramount for attaining enduring SEO success.

5.2 Lesson Learnt

During my SEO internship, as an internee, valuable insights into effective website

promotion strategies were gained. Key lessons include the importance of patience in
achieving higher search engine rankings, the significance of precise keyword
targeting for content relevance, and the pivotal role of high-quality content in securing
favorable search results. Technical SEO aspects like website speed optimization and
mobile friendliness were also learned. Building trustworthy backlinks and adapting to
evolving search engine rules were crucial aspects. Prioritizing a positive user
experience, drawing inspiration from competitors, and recognizing the perpetual
learning curve in SEO were also highlighted.

Points not explicitly mentioned but learned during the internship include the
significance of:

- Backlinks from reputable websites enhance credibility.

- Keeping up with search engine algorithm changes is crucial.

- User engagement is promoted through user-friendly design and valuable content.

- Learning from competitors' strategies and successes is essential.

- Adaptation to evolving SEO rules and trends is key for success.

31
 BIBLIOGRAPHY
Dean, B. (2024, May 15). What are Backlinks? And How to Build Them in 2020.
Backlinko. https://backlinko.com/hub/seo/backlinks
Guide to SEO Competitor Analysis (Free Template). (2020). Moz.
https://moz.com/seo-competitor-analysis
Handley, R. (2024, February 28). Keyword Research for SEO: What It Is & How to
Do It. Semrush Blog. https://www.semrush.com/blog/keyword-research/
Patel, N. (2019). SEO Made Simple: A Step-by-Step Guide for 2019. Neil Patel.
https://neilpatel.com/what-is-seo/
Silva, C. (2022, December 12). What Is Off-Page SEO? A Comprehensive Guide.
Semrush Blog. https://www.semrush.com/blog/off-page-seo/
What is Technical SEO and Why is it Important? - 4.1. SEO Course by Ahrefs. (2020).
www.youtube.com. https://www.youtube.com/watch?v=_bewU9AvKwU
Wordstream. (2019). SEO Keywords: How Better Keyword Research Gets You Better
Results | WordStream. Wordstream.com. https://www.wordstream.com/seo-
keyword
Handley, R. (2024, February 28). Keyword Research for SEO: What It Is & How to
Do It. Semrush Blog. https://www.semrush.com/blog/keyword-research/

Hubspot. (2022). How to Do Keyword Research for SEO: A Beginner's Guide.

https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht.

Jackson, B. (n.d.). How to use All in One SEO on Wordpress: Complete Tutorial.
Kinsta Blog, Premium Managed WordPress Hosting.

Jones, K. (2019). On-Site SEO Factors That Matter The Most. Search Engine Journal
(SEJ). SEJ. Retrieved from https://www.searchenginejournal.com.

32
33