CHAPTER 1

INTRODUCTION
1 . 1 W E B S I T E : -

A website is a collection of web pages, typically common to a particular domain name or sub
domain on the World Wide Web on the Internet.
A web page is a document, typically written in HTML, that is almost always accessible via
HTTP, a protocol that transfers information from the website's server to display in the user's
web browser.

The pages of a website will be accessed from a common root URL called the homepage, and
usually reside on the same physical server. The URLs of the pages organize them into a
hierarchy, although the hyperlinks between them control how the reader perceives the overall
structure and how the traffic flows between the different parts of the sites.

Some websites require a subscription to access some or all of their content. Examples of
subscription sites include many business sites, parts of many news sites, gaming sites, message
boards, Web-based e-mail services, and sites providing real-time stock market data.

A website may be the work of an individual, a business or other organization and is typically
dedicated to some particular topic or purpose. Any website can contain a hyperlink to any other
website, so the distinction between individual sites, as perceived by the user, may sometimes be
blurred.

Websites are written in, or dynamically converted to, HTML (Hyper Text Markup Language)
and are accessed using a software program called a Web browser, also known as an HTTP
client. Web pages can be viewed or otherwise accessed from a range of computer based and
Internet enabled devices of various sizes, including desktop computers, laptop computers,
PDAs and cell phones.

A website is hosted on a computer system known as a web server, also called an HTTP server,
and these terms can also refer to the software that runs on these systems and that retrieves and
delivers the Web pages in response to requests from the website users. Apache is the most
commonly used Web server software (according to Net craft statistics) and Microsoft's Internet
Information Server (IIS) is also commonly used.

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A static website is one that has content that is not expected to change frequently and is
manually maintained by some person or persons using some type of editor software.

A dynamic website is one that has frequently changing information or interacts with the user
from various methods (HTTP cookies or database variables e.g., previous history, session
variables, server side variables, e.g., environmental data) or direct interaction (form elements,
mouseovers, etc.). When the Web server receives a request for a given page, the page is
automatically retrieved from storage by the software in response to the page request. A site can
display the current state of a dialogue between users, monitor a changing situation, or provide
information in some way personalized to the requirements of the individual user.

1.1.1Types of websites:-
There are many varieties of Web sites, each specializing in a particular type of content or use,
and they may be arbitrarily classified in any number of ways. A few such classifications might
include:

 Affiliate: enabled portal that rend not only its custom CMS but also syndicated content
from other content providers for an agreed fee. There are usually three relationship tiers.
Affiliate Agencies (e.g. Commission Junction), Advertisers (e.g. EBay) and consumer
(e.g. Yahoo).
 Blog (or web log) site: site used to log online readings or to post online diaries, which
may include discussion forums (e.g. blogger, Xanga).
 Corporate website: used to provide background information about a business,
organization, or service.
 Commerce site or ecommerce site: for purchasing goods, such as Amazon.com.
 Community site: a site where persons with similar interests communicate with each
other, usually by chat or message boards, such as MySpace.
 Database site: a site whose main use is the search and display of a specific database's
content such as the Internet Movie Database or the Political Graveyard.
 Development site: a site whose purpose is to provide information and resources related
to software development, Web design and the like.
 Directory site: a site that contains varied contents which are divided into categories and
subcategories, such as Yahoo! directory, Google directory and Open Directory Project.

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  Download site: strictly used for downloading electronic content, such as software, game
demos or computer wallpaper.
 Employment site: allows employers to post job requirements for a position or positions
to be filled using the Internet to advertise world wide. A prospective employee can
locate and fill out a job application or submit a résumé for the advertised position.
 Game site: a site that is itself a game or "playground" where many people come to play,
such as MSN Games and Pogo.com.
 Information site: contains content that is intended to inform visitors, but not necessarily
for commercial purposes, such as: RateMyProfessors.com, Free Internet Lexicon and
Encyclopedia. Most government, educational and non-profit institutions have an
informational site.
 Java applet site: contains software to run over the Web as a Web application.
 Mirror (computing) site: A complete reproduction of a website.
 News site: similar to an information site, but dedicated to dispensing news and
commentary.
 Personal homepage: run by an individual or a small group (such as a family) that
contains information or any content that the individual wishes to include.
 Political site: A site on which people may voice political views.
 Review site: A site on which people can post reviews for products or services.
 Search engine site: a site that provides general information and is intended as a gateway
or lookup for other sites. A pure example is Google, and the most widely known
extended type is Yahoo!.
 Web portal site: a website that provides a starting point, a gateway, or portal, to other
resources on the Internet or an intranet.
 Wiki site: a site which users collaboratively edit (such as Wikipedia)

1.2 U R L : -

'Uniform Resource Locator' (URL) is a technical, Web-related term used in two distinct
meanings:

 in popular usage, it is a widespread synonym for Uniform Resource Identifier (URI) —

many popular and technical texts will use the term "URL" when referring to URI;
 Strictly, the idea of a uniform syntax for global identifiers of network-retrievable
documents was the core idea of the World Wide Web. In the early times, these
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 identifiers were variously called "document names", "Web addresses" and "Uniform
Resource Locators". These names were misleading, however, because not all identifiers
were locators, and even for those that was, this was not their defining characteristic.
Nevertheless, by the time the RFC 1630 formally defined the term "URI" as a generic
term best suited to the concept, the term "URL" had gained widespread popularity,
which has continued to this day.

1 . 3 I N T E R N E T : -
The Internet is the worldwide, publicly accessible network of interconnected computer
networks that transmit data by packet switching using the standard Internet Protocol (IP). It is a
"network of networks" that consists of millions of smaller domestic, academic, business, and
government networks, which together carry various information and services, such as
electronic mail, online chat, file transfer, and the interlinked Web pages and other documents of
the World Wide Web.

As of January 11, 2007, 1.093 billion people use the Internet according to Internet World Stats.
The most prevalent language for communication on the Internet is English. This may be a result
of the Internet's origins, as well as English's role as the lingua franca. It may also be related to
the poor capability of early computers to handle characters other than those in the basic Latin
alphabet. After English (30% of Web visitors) the most-requested languages on the World
Wide Web are Chinese 14%, Japanese 8%, Spanish 8%, German 5%, and French 5% (from
Internet World Stats, updated January 11, 2007). By continent, 36% of the world's Internet
users are based in Asia, 29% in Europe, and 21% in North America ( updated January 11,
2007).

The Internet's technologies have developed enough in recent years that good facilities are
available for development and communication in most widely used languages.

Common uses of the Internet:-

 Instant messaging
 Internet fax
 Search engine
 World Wide Web
 Marketing
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  Voice Telephony (VoIP)
 Streaming Media
 Collaboration
 Remote Access

1 . 4 W H A T I S A S E A R C H E N G I N E : -
A search engine is an information retrieval system designed to help find information stored on
a computer system, such as on the World Wide Web, inside a corporate or proprietary network,
or in a personal computer. The search engine allows one to ask for content meeting specific
criteria (typically those containing a given word or phrase) and retrieves a list of items that
match those criteria. This list is often sorted with respect to some measure of relevance of the
results. Search engines use regularly updated indexes to operate quickly and efficiently.

Search engines are one of the primary ways that Internet users find Web sites. That's why a
Web site with good search engine listings may see a dramatic increase in traffic.

Everyone wants those good listings. Unfortunately, many Web sites appear poorly in search
engine rankings or may not be listed at all because they fail to consider how search engines
work.

In particular, submitting to search engines is only part of the challenge of getting good search
engine positioning. It's also important to prepare a Web site through "search engine
optimization."

Search engine optimization means ensuring that your Web pages are accessible to search
engines and are focused in ways that help improve the chances they will be found.

This next section provides information, techniques and a good grounding in the basics of search
engine optimization. By using this information where appropriate, you may tap into visitors
who previously missed your site.

The guide is not a primer on ways to trick or "spam" the search engines. In fact, there are not
any "search engine secrets" that will guarantee a top listing. But there are a number of small
changes you can make to your site that can sometimes produce big results.

Let's go forward and first explore the two major ways search engines get their listings; then you

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will see how search engine optimization can especially help with crawler-based search engines.

1 . 5 G O O G L E : -

Around 2001, the Google search engine rose to prominence. Its success was based in part on
the concept of link popularity and Page Rank. The number of other websites and WebPages
that link to a given page is taken into consideration with Page Rank, on the premise that good
or desirable pages are linked to more than others. The Page Rank of linking pages and the
number of links on these pages contribute to the Page Rank of the linked page. This makes it
possible for Google to order its results by how many websites link to each found page. Google's
minimalist user interface is very popular with users, and has since spawned a number of
imitators.

Google and most other web engines utilize not only Page Rank but more than 150 criteria to
determine relevancy. The algorithm "remembers" where it has been and indexes the number of
cross-links and relates these into groupings. Page Rank is based on citation analysis that was
developed in the 1950s by Eugene Garfield at the University of Pennsylvania. Google's
founders cite Garfield's work in their original paper. In this way virtual communities of
WebPages are found. Teoma’s search technology uses a communities approach in its ranking
algorithm. NEC Research Institute has worked on similar technology. Web link analysis was
first developed by Jon Kleinberg and his team while working on the CLEVER project at IBM's
Almaden Research Center. Google is currently the most popular search engine.

Benefits of a Google Search

1. Your search covers billions of URLs.

Google's index, comprised of billions of URLs, is the first of its kind and represents the most
comprehensive collection of the most useful web pages on the Internet. While index size alone
is not the key determinant of quality results, it has an obvious effect on the likelihood of a
relevant result being returned.

2. You'll see only pages that are relevant to the terms you type.
Google only produces results that match all of your search terms or, through use of a
proprietary technology, results that match very close variations of the words you've entered
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(e.g., if you enter "comic book", we may return results for "comic books" as well). The search
terms or their variants must appear in the text of the page or in the text of the links pointing to
the page. This spares you the frustration of viewing a multitude of results that have nothing to
do with what you're looking to find.

3. The position of your search terms is treated with respect.

Google analyzes the proximity of your search terms within the page. Google prioritizes results
according to how closely your individual search terms appear and favors results that have your
search terms near each other. Because of this, the result is much more likely to be relevant to
your query.
4. You see what you're getting before you click.
Instead of web page summaries that never change, Google shows an excerpt (or "snippet") of
the text that matches your query -- with your search terms in boldface -- right in the search
results. This sneak preview gives you a good idea if a page is going to be relevant before you
visit it.
5. You can feel lucky and save time doing it.
Google excels at producing extremely relevant results, and flat out nails many queries such as
company names. We're so confident, in fact, that we've installed an "I'm Feeling Lucky" button,
which takes you directly to the site of the highest ranked result in your search. Try it and let us
know if our confidence is justified.
6. You can get it, even when it's gone.
As Google crawls the web, it takes a snapshot of each page and analyzes it to determine the
page's relevance. You can access these cached pages if the original page is temporarily
unavailable due to Internet congestion or server problems. Though the information on cached
pages is frequently not the most recent version of a site, it usually contains useful information.
Plus, your search terms will be highlighted in color on the cached page, making it easy to find
the section of the page relevant to your query.

1 . 6 Y A H O O : -
The two founders of Yahoo!, David Filo and Jerry Yang, Ph.D. candidates in Electrical
Engineering at Stanford University started their guide in a campus trailer in February 1994 as a
way to keep track of their personal interests on the Internet. Before long they were spending
more time on their home-brewed lists of favorite’s links than on their doctoral dissertations.
Eventually, Jerry and David's lists became too long and unwieldy, and they broke them out into
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categories. When the categories became too full, they developed subcategories ... and the core
concept behind Yahoo! was born. In 2002, Yahoo! acquired Inktomi and in 2003, Yahoo!
acquired Overture, which owned Alltheweb and AltaVista. Despite owning its own search
engine, Yahoo! initially kept using Google to provide its users with search results on its main
website Yahoo.com. However, in 2004, Yahoo! launched its own search engine based on the
combined technologies of its acquisitions and providing a service that gave pre-eminence to the
Web search engine over the directory.

1.7Challenges faced by Search Engines:-

• The Web is growing much faster than any present-technology search engine can
possibly index (see distributed web crawling). In 2006, some users found major
search-engines became slower to index new WebPages.

 Many WebPages are updated frequently, which forces the search engine to revisit them
periodically.

 The queries one can make are currently limited to searching for key words, which may
result in many false positives, especially using the default whole-page search. Better
results might be achieved by using a proximity-search option with a search-bracket to
limit matches within a paragraph or phrase, rather than matching random words
scattered across large pages. Another alternative is using human operators to do the
researching for the user with organic search engines.
 Dynamically generated sites may be slow or difficult to index, or may result in
excessive results, perhaps generate 500 times more WebPages than average. Example:
for a dynamic webpage which changes content based on entries inserted from a
database, a search-engine might be requested to index 50,000 static WebPages for
50,000 different parameter values passed to that dynamic webpage.
 Many dynamically generated websites are not index able by search engines; this
phenomenon is known as the invisible web. There are search engines that specialize in
crawling the invisible web by crawling sites that have dynamic content, require forms to
be filled out, or are password protected.
 Relevancy: sometimes the engine can't get what the person is looking for.
 Some search-engines do not rank results by relevance, but by the amount of money the
matching websites pay.

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 In 2006, hundreds of generated websites used tricks to manipulate a search-engine to
display them in the higher results for numerous keywords. This can lead to some search
results being polluted with link spam or bait-and-switch pages which contain little or no
information about the matching phrases. The more relevant WebPages are pushed
further down in the results list, perhaps by 500 entries or more.
 Secure pages (content hosted on HTTPS URLs) pose a challenger for crawlers which
either can't browse the content for technical reasons or won't index it for privacy
reasons.

Figure 1.1

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 CHAPTER 2
OPTIMISATION
2.1 ON-PAGE OPTIMISATION
Basic Practices
• Title Tag
• Meta Keywords
• Meta Description

Usability
• Image Alt Tag
• Files Names
• Media Description

Structure
• URL
• Subdomains
• Navigation

Content
• Anchor Text
• Heading Tags
• Keywords

Basic Practices

1. Title Tag: Make sure the title tag on each page of the site is unique and descriptive. It should
be no longer than 65 characters. If possible, place your keywords in the title tag.
2. Meta Keywords: These keywords no longer carry much weight with search engines. You
can use the meta keywords to help emphasize the content keywords you would like to focus on.
3. Meta Description: Search engines use the meta description tag to describe your web page.
Make sure every page has a unique description. It should be no longer than 160 characters.
Figure 2.1

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 Work done in the project
Home page:-
<title>पानीपत के Google, Facebook Certified Digital Marketing & SEO Expert</title>

<meta name="description" content="Call पानीपत वाली Web Factory Today! We provide

international Web Solutions, Search Engine Optimization, Social Media Marketing, Digital
Marketing, Political Promotions & more">

<meta name="keywords" content="SEO experts,Web develpoper,Graphic designer,Social

Media expert">

About us page:-

<title>No Nonsense Web Solutions Provider - Panipat Wali Web Factory</title>

<meta name="description" content="If you truly care about looks and efficiency then come sit
with us & discuss how PanipatWWF can craft Website, Mobile App or other Web Solution for
you.">

Contact us page:-

<title>Let's have a cup of coffee together @ Panipat WWF</title>

<meta name="description" content="Contact-1274, Sec 18,Near Toll Plaza,Panipat–

132103/Email:contact@panipatwwf.com/Phone:8708526472">

Service page:-

Web solutions:

<title>So you need a वे बसाइट ? Panipat WWF . Web solutions,Ecommerce Wesbites </title>

<meta name="description" content=" We at Panipat web factory can make any type of website
but the more important thing is ‘what type of website will suit you’?”>

Digital marketing

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<title>Do you want that we help you out in  डिजिटल मार्के टिं ग ? Panipat WWF ,SEO
Experts,Social Media Marketing</title>

<meta name="description" content="Social media marketing,Search engine marketing,Search

engine optimisation,PR Management for Politicians and personolaties”>

Political Promotions:

<title>Political Promotion for Indian parties @ Panipat WWF, Social media Promotions, SEO 
, Digital marketing. </title>

<meta name="description" content="Political aspirants,Political leaders,We also help political

parties”>
Social Media Marketing
Portfolio page :-

<title>PanipatWWF.Portfolio</title>

<meta name="description" content="   पानीपत वाली web factory had a great working
experience : Dealing in SEO,Poletical promotions,Degital Marketing..">

Career page:-

<title>PanipatWWF.Career</title>

<meta name="description" content="पानीपत वाली Web Factory में Employees की जरुरत नहीं है ,
अगर आप सिर्फ एक Employee की तरह काम करते हैं तो अपनी बात नहीं बने गी, but we can welcome
you as a partner in our growth story.">

Blog Page:-

<title>Blogs@Panipat WWF,SEO experts ,Mainly known for Social Media Marketing</title>

<meta name="description" content="Home-About Us-Services-Portfolio-Career-Blog-Contact

us/Latest updates regarding PanipatWWF...">

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 Figure 2.2
Usability is a reference to how easy it is for a user to accomplish what she wants on a
website.
1. Image Alt Text: A place where you can provide more information about what is in the image
and where you can target keywords.
2. File Names: Search engines look at the filename to see whether it provides clues to the
content of the file.
3. Media Description: A description helps the user and search engines better understand the
content contained in your video, animation, etc.

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 Figure 2.3

Structure
1. URL’s: Keeping your URL’s short and descriptive of your content will improve the user
experience and lead to better crawling of your website by search engines. (Currently there is no
way to change the URL in OpenText)
2. Subdomains: A subdomain can look more authoritative to users and provide a reasonable
choice to include keywords in the URL. Unfortunately, they have the potential to be treated
separately from the primary domain when it comes to trust value.
3. Navigation: Ordering your navigation in a logical and concise manner will assist the user
(they will find the site easier to use) and search engines award greater ranking based on
increased subject relevance.

Content
1. Anchor Text: The actual text placed in a link. If the text is keyword-rich, it will do more for
your rankings in the search engines.

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 Figure 2.4
2. Heading Tags: These tags are designed to indicate a headline hierarchy on the webpage.
Search engines show a slight preference for keywords appearing in heading tags.
Figure 2.5

3. Content Keywords: One of the most important on page SEO practices. When a user performs
a query, the more relevant a keyword (or phrase) is to the query, the higher ranking the
webpage will be in the search engine’s results.

Keywords – Research
1. Make a list of one- to three- word phrases related to your website.

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2. Produce synonyms that might be used by potential students.

3. Create a directory of all the people, projects, ideas, and companies connected to your site.

4. Review your current site and extract current key phrases.

5. Review websites associated with UWG and / or media sites to see what phrases they use.

6. List all your program names, products, and other services provided.

7. Have your department imagine they are potential students. What would they type in to find

you?

8. Ask students and people outside your department what they would search for.

9. Review your competitors’ websites and see what key phrases they use.

10. Consider including your competitor’s non-branded terms for use in your keyword list.

Google adwords is the best tool to search competitive keywords

Figure 2.6

Making a great content by using keywords

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 Figure 2.7
2.2 OFF PAGE OPTIMISATION
Links
• Link influence on search engines
• Link Value
Social Media
• Social Media Sites
• Indirect Influence of Social Media
Other
• Sitemap
• DMOZ
• robots.txt
• Google mini
Link Influence on search engines
PageRank algorithm
• External links on a webpage can be interpreted as votes.
• Initially, all votes are considered equal.
• Over the course of time, pages which receive more votes become more important.
• More important pages cast more important votes.
• Votes per Page = Page Importance / Number of Links.
Link Value
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1. Anchor Text: Search engines use the anchor text to help it understand what the page
receiving the link is about.
2. Relevance: Links that originate from sites/pages on a closely related topic are worth more.
3. Authority: A site with higher authority will pass along more PageRank. However, search
engines will not tell you which sites they consider authoritative.
4. Trust: Trust of a websites takes into account whether the linking page or the website is easy
or difficult for spammers to infiltrate. The trust level of a site is based on how many clicks
away it is from one or more ‘seed’ sites.

Figure 2.8

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Figure 2.9

Figure 2.10

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 Figure 2.11

Link building through Social Media

Figure 2.12
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Benefits of Social Media
1. It Cost Nothing to Get Started For just a little bit of time and creativity, you can create
department and personal pages and keep students informed of new programs.

2. Blogs are Simple to Create You can create targeted content that focuses on your SEO content
keywords.

3. Results Can Be Faster Than Traditional Websites You have the opportunity to “go viral”
with the content you post using social media.

4. Social Media Posts and Profiles are Included in Search Results All social media posts and
profiles are opportunities to get your site noticed by search engines.

5. You Can Get Ranked Higher Each time your content is shared, it creates a backlink to your
content. This gives you more chances to have PageRank votes passed to your content.

6. There are Lots of Options Variety is the spice of life.

7. Social Media is Easy To Use You don’t need to dedicate a lot of time to social media – work
on posting quality content and let other users do the work for you by sharing it with their
friends

8. It’s an Additional Platform for Content Westga.edu is usually a static, brochure website.
With social media, you will be able to produce quality content that relates to you and your
department.

9. Builds Brand Awareness As you become more visible, as long as you continue to produce
quality content, you will soon become an authority figure in your niche.

10.Has Unlimited Reach By participating in social media, you will be able to reach users that
would have never stumbled upon the university’s website.

11.Puts Followers to Work for You Let other users share your quality content.

Other

1.XML / HTML Sitemap

A sitemap is a list of pages of a web site accessible to search engines and users.

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Benefits of a Sitemap

1. Helps improve how often and the manner in which search engines crawl your website.

2. Search engines use additional URL’s to ‘discover’ pages they didn’t know about.

3. Verification / registration of XML Sitemaps may indicate positive trust / authority signals.

4. A HTML sitemap can further help a user navigate your website.

2.DMOZ – Open Directory Project

Figure 2.13

3.robots.txt

This is a file that is located on the root level of our domain.

Benefits of robots.txt

1. Prevents search engines from accessing nonpublic parts of our website.

2. Block search engines from accessing out pages of code.

3. Avoid the indexation of duplicate content on our website, such as “print” or “mobile”
versions of webpages.

4. Auto-discover Sitemaps.
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Google Mini

Not everyone who enters our website is coming through the front door (homepage). The
Google mini appliance helps user’s navigate deeper into our website without having to click
their way through to the page they need.

Within the Google mini appliance, we have total control over page placement by keyword. This
is a great internal opportunity to make your department’s website easier to find from anywhere
in www.westga.edu.

SEO Violations

• DO NOT over ‘keyword’ your content. Your content should be easy to read and not stuffed
with the same terms over and over again.

• DO NOT make sentences into anchor text. This could cause confusion on your site and make
your content difficult to read.

• DO NOT focus on keywords that are not associated with your site. This is a big no-no. If you
try and get ranking in a popular keyword (such as ‘Free’) and it is not associated with your
website, the search engine could black-list the site.

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 CHAPTER 3
ANALYSIS
3.1 CONCEPTION PHASE
3.1.1 DETAILED PROBLEM DESCRIPTION
Users use search engines for most of their queries but they only prefer the results available on
first page and 2-3% of users go on further pages (except Researchers), Now imagine if the page
of an organization is on 2-3rd or 4th page then the business which can be generated from that
page has a very less change to return and user will prefer the page coming on the 1st page.
Trillions of web pages are indexed per day in a search engine. There are millions of search per
day .Most of the visitor’s visit the website by hitting the links available in search engines and
believe that companies found on the top results are the best brand in their product service and
category. These clues make it very clear that if an organization wants to go on top in their sales
then they should concentrate in getting their page widely available in the search engines. And
so SEO is a must. For example, if someone wants to use cab services and is unknown to the
place where he is now, normally if he/she is a techie searches for cab services with the name of
city and hit the top 10 links and use one of these. Getting a very good response in very short
span of time in this particular case is very necessary for the customer and to be on top results of
a search engine is necessary for a website so that the customer can easily access it and
ultimately let it make profits.

3.2 FEASIBILITY ANALYSIS

3.2.1 Technical Feasibility
Technical Feasibility assesses the current resources and technology, which are required to
accomplish the goals within the allocated time and for this, the team ascertains whether the
current resources and technology can be upgraded or added to accomplish specified
requirements.
Technical feasibility of the product has been studied under following heads:
(i)Hardware availability - This project requires any device with internet connection. (Here we
will be using laptops for testing purpose)
(ii)Platform Independence – This project will be platform independent since its website can be
accessed with the help of internet on any platform.
(iii)User friendly - As the website’s interface will be built on wordpress which has rich user
interface tools and for its SEO, Google analytics which is a free service provided by the
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Google will be used , this system will definitely be user friendly. As hardware availability and
user friendly nature of this project is possible to achieve, this system is technically feasible.
3.2.1 Economic Feasibility
This project requires a domain name and web hosting for constructing the website and further
deploying it.
(i)Hardware cost – There is no hardware cost associated with this. However, a domain name
and web hosting is needed to host the website. So it will result into some minimal charges.
(ii) Software cost - Software needed for development of this website are open source software
i.e. wordpress. Hence, there is no cost associated with them. As hardware cost are very low and
as software are freely available, this system is economic feasible.
3.2.2 Operational Feasibility
Operational feasibility is a measure of how well a proposed system solves the problems. We
know without SEO where a website will lie and after SEO how much its usability will increase
Thus the system is operational feasible.

3.3 SYSTEM REQUIREMENTS ANALYSIS

3.3.1 Platform specification
This project will be platform independent since its website can be accessed with the help of
internet on any platform. But to deliver high levels of reliability, availability and serviceability
the configuration needed is as follows:
(i) Hardware Specification: Any device with internet connectivity is required.
(ii) Software Specification: The above mentioned device must contain a well updated web
browser to run the website and implement the SEO techniques and software.
3.3.2 Functional requirements
Project shall have a website on travel blog which appears among the top searches of a search
engine whenever a person searches something related to this stuff.
1. Website shall have only original content from the authenticated users and reviewers.
2. The website once deployed shall maintain its ranking in the SERP with the help of SEO
techniques.
3. Website shall have its content as per the Google algorithms so that web crawlers can display
this website on the necessary searches.
3.3.3 Business end requirements
1. Website should recover its ranking in case of any failure.
2. Website shall have an option of including new techniques so as to maintain its ranking.
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3.3.4 Non-functional requirements
This section specifies the required system quality factors that are not related to the specific
functional requirements. These requirements are always required to be fulfilled.
(i)Safety and Security: The admin will keep a check on the original content being posted by the
reviewers and also has to ensure that this does not get copied. There will a method to conform
to the copywriting issues of the content.
(ii)Performance: This subsection checks the fact that our interface must perform in a way user
expects. It is also associated with the speed with which the system shall function.
(iii)Reliability: The target audience must rely on the matter displayed on the site as the content
won’t be plagiarized and will the reviewer will rely on the website so as not to disclose their
identity on any other platform without the it’s consent.
(iv)Reusability: Since the content posted on the website is original in nature; each time
anybody visits the site would get the idea about the particular experience. Hence the content
never gets outdated. Also in case of any changes to the fact mentioned in the post the admin
will make sure to have as little a difference in the description and reality as possible.

3.4 RISK ANANLYSIS

An engineering project is expected to produce a reliable product, within a limited time using
limited resources. Any project however runs the risk of not producing the desired project,
overspending its allotted resource budget or overrunning its allotted time. Although there has
been considerable debate about the proper definition for the software risk there is general
agreement that risk always has two characteristics:
(i) Uncertainty: The event that characterizes the risk may or not happen i.e. there is no 100%
guarantee that risk will occur. And in our project we may suffer from the risk of not getting the
top ranking in the SERP if some technique goes wrong i.e. we might end up landing on the last
search pages if the content or the technique is not right.
(ii) Loss: If the risk becomes a reality, unwanted consequence or losses will occur i.e. we might
not get the top listing.

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 CHAPTER 4
PLANNING
4.1 PROJECT PLANNING
The objective of project planning is to provide a framework that enables the manager to make
reasonable estimates of resources, cost and schedule. These estimates are made at the beginning
of the project and are updated regularly as the project progresses.
4.1.1 PROJECT RESOURCES
(i) Human Resource:
Project Guide: Mrs. Megha Kuliha
Project Co- Guide: Mrs. Neha Sharma
Project Members: Maitreyee Mathur
Megha Agrawal
Pratibha Anand
(ii) Hardware Used:
Device: Any computing device having internet connection.
(iii) Software Used:
A web site development tool would be used for building up of the website to ensure that the
site stands in the competition with the market oriented sites. Various SEO implementation tools
that provide web analysis.

4.2 PROJECT TEAM ORGANIZATION:

Our project team organization is both formal and informal. All the team members have formal
relationship with project guide and informal relationship with each other. We are using
democratic centralized team structure because there is no permanent team leader, rather task
coordination for short duration; decisions on problems and approach are made by group
consensus.

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 CHAPTER 5
DESIGN
The designing phase of our project involves designing of our website for the purpose of search
engine optimization. After the keyword analysis, a theme for the website was selected.

The website would be based upon travel and tourism. For good SEO, the content of the website
plays a crucial role. Hence, we aim at building a website that is different from the rest, thereby
reducing the competition for search engine optimization. The distinguishing feature of our
website that sets it apart from the rest of travel and tourism websites is that we intend to share
specific travelling experiences and review them instead of describing the itinerary of a visit.

The viewers will be facilitated to enquire about the experiences further from the author,
through a comments section, that will enhance the informative content on the website.

The website built is in sync with the rules for on page optimization, complying with techniques
like meta title, meta description, optimizing images, responsive web pages, xml sitemaps,
webmasters etc

Content plays a key role and hence the following has been ensured in making of this project:
1. Content should be unique.
2. Content should be original and not plagiarized.
3. Content must be long enough, at least 500 words minimum for each article.
4. Keyword density must be 3 to 5 percent.
5. Content should have visual appeal and must be interactive in nature.
6. It must contain embedded images, tables, info graphics and videos along with text to ensure
increased understanding and interest of the viewers.
7. Webmasters should regularly check their websites for typos, broken links, and images that
do not load correctly.
8. Site must include a sitemap for easy navigation for the users, along with an xml sitemap for
the web crawlers of different search engines.

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 CHAPTER 6
TRACKING AND MEASURING RESULTS

Define your Baseline

Use information from the below listed to establish a baseline of data points:

•  Organic search traffic by search engine and keyword

•  Major keywords that are driving traffic by search engines

•  A breakdown of which sections are getting current organic search traffic by search engine
and keyword

To further enhance you baseline, include the following:

•  Identify poorly performing pages

•  Identify the best performing pages (in terms of traffic and conversion)

•  Track search engine crawler activity on the site

•  Determine the number of indexed pages and whether they are getting search traffic

•  Identify any error pages and external sites linking to these pages.

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Figure 6.1

Figure 6.2

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Figure 6.3

Figure 6.4

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Figure 6.5

Figure 6.6
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 CHAPTER 7

CONCLUSION

The process of SEO is not easy to tackle, largely because so many pieces of a site factor into
the final results. Promoting a site that writers on the web are unlikely to link to is as deadly as
creating a fantastic website no one will see. SEO is also a long-term process, both in
application and results - those who expect quick rankings after completing a few suggestions in
this guide will be deeply disappointed. Search engines can often be frustratingly slow to
respond to improvements that will eventually garner significant boosts in traffic.

Search engine optimization is a complex task that requires a steady effort.  To be most
effective, your optimization campaign should be consistent.

SEO is a never-ending process. It’s hard to keep up with the different techniques that are used
to boost a site’s ranking on search engines. Laying the ground works for SEO will help once a
site starts to get index. Doing so before the site is indexed will aid tremendously in the sites
ranking.

Effective SEO strategy can reap significant dividends and is important. The impact of SEO is
undisputed. Effective programs drive traffic and show demonstrable and great returns. Always
keep in mind that SEO is an ongoing process and can be incorporated into your annual online
marketing budget along with things like regular website updates, newsletter mailings to site
subscribers and online and offline media planning.
Always be aware of the experience of your top, loyal customers and their needs since you don’t
want to lose what you have to attract more customers. The optimization of your web site results
in the increase in the number of targeted visitors, improvement in your sales and customer
loyalty, and of course, increases the brand recognition.

An optimization campaign also takes time.  Search engines may not see or react to changes
you’ve made on your site or links you’ve received for months.  For very small companies, it
may be smart to run your own optimization campaign.  But for most businesses, it is smart to
use a professional search engine optimization company. 

Patience is not the only virtue that should be used for successful SEO. The strategy itself must
have a strong foundation in order to succeed.
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The best sites adhere strictly to these guidelines:

1. Unique Content - Something that has never before been offered on the web in terms of
depth, quality, or presentation.

2. Access to an Adoptive Community - Connections or alliances with people/websites in

an existing online community that is ready to accept, visit, and promote your offering.

3. Link-Friendly Formatting - Even the best content may be unlikely to be linked to if it

displays ads, particularly those that break up the page content or pop-up when a visitor
comes to the site. Use discretion in presenting your material and remember that links
are one of the most valuable commodities a site/page can get, and they'll last far longer
than a pop-up ad's revenue.

4. Monetization Plan - Intelligent systems for monetizing powerful content must exist, or
bandwidth, hosting, and development costs will eventually overrun your budget.

5. Market Awareness - If your site is targeting highly competitive terms, you should make
available an online marketing budget, including funds for link buying, and hire or
consult with someone experienced in bringing newer sites to the top of the SERPs.

7.1 Summary
This project report aims to acquaint the reader with the novel methods of search engine
optimisation for driving more and more users to the website. We would use the aforementioned
methods continuously and discover more and more users accessing our project website. In
addition to it we aim to get sub links that are assigned by Google which is assigned to a website
which has more number of users. Although the technique of SEO isn’t that new but it’s utility
in the present times has increased a lot with the emergence and widespread acceptance of e-
commerce.

7.2 Limitations
Everything in the technical world is transitory. Each day a new technology is known to the
world. With this increases the competition. Unpaid SEO is all about constant effort to get the
competition going, to indefinitely monitor and work as long as the site exists and to get the
results. Hence, the biggest limitation is the all-time effort to maintain the rank, to be aware of
all the new techniques in the market and to have a constant check on the competition.

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7.3 Future Scope
As a future work we would to understand and develop tools which can add the site to a search
engine whenever user wants and can remove the sites which are not good. We would try to
have the page rank of the site being improved. It would be a great task to have the site listed
immediately after the paid-SEO sites.

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 ABBREVIATION
SEO : Search Engine Optimization
SERP : Search Engine Results’ Page
HTML: Hyper Text Mark-up Language

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 REFERENCES

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

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