INDUSTRY INTERNSHIP REPORT

(Subject Code: MGT202)

on
“Importance of Search Engine Optimization in Digital Marketing”
of
ARP Softech
Submitted in partial fulfillment of the requirements for the degree
of
MASTERS OF BUSINESS ADMINISTRATION
(Session 2023-2025)
Affiliated to

J.C. BOSE UNIVERSITY OF SCIENCE AND TECHNOLOGY, FARIDABAD

Submitted to: Submitted by:

Controller of Examination Nitesh Kumar
YMCAUST, Faridabad MBA 3rd Sem.
Univ. Roll No: 23038701034

Under the guidance of:

Mr. Tarun Kumar
Asst. Professor

SHRI RAM COLLEGE OF ENGINEERING AND MANAGEMENT PALWAL , HARYANA

 ARP SOFTTECH PVT LTD

B-6, Amaltash Marg , Block B, Sector 4, Noida,Uttar Pradesh 201301

Date: 08-10-2024

Certificate of Completion
This is to certify that Mr.Nitesh Kumar has successfully completed her internship as an HR
Executive with ARP Softech Private Limited from 1st August 2024 to 1st October 2024.

We confirm that there are no pending dues from the employee, and we also acknowledge that
there are no outstanding dues from ARP Softech Private Limited. During her internship
Mr.Nitesh demonstrated satisfactory performance and displayed her talent in various HR
functions, contributing positively to our team.

We extend our best wishes for her future endeavors and are confident that she will continue to
excel in her professional journey.

For Gladico Motocorp Pvt. Ltd.,

(ACCEPTED BY)
 DECLARATION

I, Nitesh Kumar, a student of Shri Ram College of Engineering and Management, Palwal
(Haryana), hereby declare that the training report titled “Importance of Search Engine
Optimization in Digital Marketing” is an original work and has not been submitted to any other
institute for the award of any other degree. The suggestions given by the faculty have been
duly incorporated.

Nitesh Kumar

(Signature)
 ACKNOWLEDGEMENT

This report has been made possible through the direct and indirect support of various people, to
whom I wish to express my appreciation and gratitude. I take this opportunity to sincerely thank
the management of ARPSoftech (StoriDigital, UK), located in Noida, Uttar Pradesh, for
providing me the opportunity to carry out the project in the organization.

I express my gratitude to Mr. Rajneesh Kumar and Mr. Rahul Gupta, who, in spite of their
pressing duties and responsibilities, have shown genuine interest in providing necessary
guidance regarding the concept clarity of the project and rendered support at all stages of the
study.

I am thankful to Dr. Alok Pandey (Director, IMS-Ghaziabad) and Dr. Tapan Kumar Nayak
(Dean, IMS-Ghaziabad) for granting me permission and the opportunity to undertake this study.

I would like to give my special thanks to my respected mentor, Prof. Mayank Sharma (IMS), for
guiding me to make this project meaningful.

NITESH
 PREFACE

In our two-year MBA degree program, there is a provision for summer training after the 2nd
semester. The essential purpose of this report is to provide exposure and a detailed outlook to
students on the practical concepts they have studied. For this purpose, I was assigned the report
on the “Importance of Search Engine Optimization in Digital Marketing” at ARP Softech Ltd,
Faridabad. It is a great privilege to work on this topic, one of the fastest-growing domains in the
Indian market.

I hope this report will provide an insightful perspective on employees' views regarding the
importance of performance appraisal in the organization.
 EXECUTIVE SUMMARY

As a PGDM student, it is important for us to undergo rigorous training for two months to
understand the corporate world and experience its challenges firsthand. This is a necessity and of
utmost importance, as it helps us know how the theories we have studied can be applied to
practical situations.

To accomplish this purpose, I had the opportunity to do my summer internship at ARP Softech, a
digital marketing company. ARP Softech is the Indian digital partner and sister concern of
Stori.Digital, UK.

In this era of the digital world and Web 3.0, digital marketing is gaining huge popularity over
traditional marketing techniques. Digital marketing tools and techniques such as search engine
optimization, search engine marketing, social media marketing, and influencer marketing are
helping organizations gain a significant edge over competitors in accumulating a sizable market
share.

With most people browsing for products and services on various search engines and social
media platforms, the implementation of adequate digital marketing tools by organizations to
promote their companies has become essential. This is where digital marketers play a crucial
role in designing various marketing campaigns using SEO, SEM, and SMM techniques,
generating leads and online traffic for companies from various online platforms.

In the first part of the project report, general information about the industry profile and the
company profile is provided, along with insights on various tools and techniques of digital
marketing, including the areas in which the company I completed my summer internship
specializes.

The second part of the project report comprises a survey research on the importance of various
tools and techniques of search engine optimization and their relevance in the field of digital
marketing. The survey area was Delhi-NCR, and simple random sampling was used to collect
data from 52 respondents using the questionnaire method.

The focus of the survey was to understand the perception of various customers towards products
and services offered on search engines like Google. It was found that people using the Internet
often searched for various products or services on search engines. This highlighted the emphasis
required on good SEO techniques, such as quality content writing, to improve website rankings
on Google.

The survey concluded that the use of the Internet and various search engines is on the rise and
that companies should utilize adequate search engine optimization tools and techniques to
promote themselves across various online platforms. It was also concluded that the digital
marketing industry is growing at a rate of 30% globally. Although the competition is high, the
future is bright for digital marketing companies and digital marketers.
TABLE OF CONTENTS

Sr. Particulars Page No.

No.
1 Introduction 01-Jul

2 Company Profile Aug-18

3 Literature Review 19-34

Research
4 35-41
Methodology
Data Analysis &
5 42-45
Interpretation
Findings of the
6 46-57
Study
Conclusion &
7 58-61
Recommendations
Annexure
Bibliography 62-65
Questionnaire
 CHAPTER-1

INTRODUCTION

1
Introduction

Social media has spread like wildfire in the last decade. It is now integrated into our lives in
ways that we couldn’t have imagined just a few years ago. It wouldn’t be a stretch to say that
social media has fundamentally changed the way people interact around the world, and it has
also transformed how we engage with brands and approach buying decisions.

There are now over 7.18 billion people in the world, and we’re more connected than ever.
Technology has brought us closer to each other, giving us the ability to share just about
anything with just about anyone at any time. For marketing organizations, this web of
connections presents a massive opportunity to make an impact on an unprecedented number of
people.
Marketing via social media is now a priority for more companies than ever before.

On average, social media accounted for 9.9% of digital marketing budgets in 2016, a figure
projected to grow to 22.5% in the next five years. Each year brings more networks, more
metrics, more companies competing for a share, and a greater ability to connect social media
efforts to business results. Marketers are now able to create more meaningful programs that
positively impact their company’s bottom line.

Defining Social Media

"Social media" refers to a way for people to communicate and interact online. While it has
existed since the dawn of the World Wide Web, we've seen a surge in both the number and
popularity of social media sites in the last decade. It’s called social media because users engage
with (and around) it in a social context, which can include conversations, commentary, and
other user-generated annotations and interactions.

Publishing content has become exponentially simpler over the past several years, which has
contributed to the skyrocketing use of social media. Non-technical web users are now able to
easily create content on a rapidly growing number of platforms, including those that are owned
(hosted communities, blogs, etc.), rented (social networks or third-party communities), and
2
occupied (commenting, contributing, etc.). Today's web has shifted from a "one-to-many" to a
"many-to-many" method of engagement, and users are embracing it.

Social media has emerged as a transformative force in contemporary communication,

profoundly reshaping how individuals interact, share information, and build communities. At its
core, social media encompasses digital platforms that facilitate the creation, sharing, and
exchange of user- generated content. This definition encapsulates a wide range of platforms,
from traditional social networking sites like Facebook and Twitter to multimedia sharing sites
like Instagram and TikTok. The evolution of social media reflects broader societal changes,
particularly in the realms of technology, culture, and communication.

Historical Context

To fully appreciate the significance of social media, it is essential to understand its historical
context. The roots of social media can be traced back to the early days of the internet, with
platforms like Six Degrees (1997) and Friendster (2002) laying the groundwork for online social
interactions. However, it was the advent of Facebook in 2004 that marked a paradigm shift,
introducing features that allowed users to connect with friends, share updates, and create
personalized profiles. This wave of innovation prompted the emergence of numerous platforms,
each catering to specific demographics and interests, thus diversifying the social media
landscape.

Characteristics of Social Media

Social media is characterized by several key features that distinguish it from traditional forms of
media. Firstly, interactivity is a fundamental aspect, allowing users to engage with content
through likes, comments, and shares. This two-way communication fosters a sense of
community and encourages active participation. Secondly, user-generated content is a hallmark
of social media; individuals contribute their thoughts, images, and videos, transforming
consumers of information into creators. Thirdly, real-time communication facilitates
instantaneous sharing of news and events, making social media a vital tool for disseminating
information quickly.

Types of Social Media Platforms

3
Social media platforms can be categorized based on their primary functions. Social networking
sites, such as Facebook and LinkedIn, focus on connecting individuals and fostering
relationships. Content-sharing platforms, like Instagram and YouTube, emphasize visual and
video content, enabling users to showcase their creativity. Microblogging platforms, such as
Twitter, prioritize short-form updates, allowing for rapid information exchange. Additionally,
niche platforms, like Reddit and Discord, cater to specific interests and communities, providing
users with tailored experiences.

Social Media and Society

The impact of social media on society is multifaceted. On one hand, it has democratized
information sharing, empowering individuals to voice their opinions and engage in public
discourse. Movements like #BlackLivesMatter and #MeToo exemplify how social media can
mobilize communities and drive social change. On the other hand, concerns about
misinformation, cyberbullying, and privacy have arisen, prompting discussions about the ethical
implications of social media use. The dual nature of social media reflects the complexities of
modern communication, highlighting both its potential benefits and challenges.

Economic Impact

The economic implications of social media are significant, influencing various industries and
driving new business models. Companies leverage social media for marketing and customer
engagement, utilizing targeted advertising to reach specific demographics. Influencer marketing
has emerged as a powerful strategy, where individuals with large followings promote products
and services to their audiences. Furthermore, social media has facilitated the rise of e-commerce,
enabling businesses to sell products directly through platforms like Instagram and Facebook.
This convergence of social media and commerce underscores the platform's role as a vital tool
for business growth and innovation.

Cultural Influences

Social media has also played a pivotal role in shaping cultural trends and norms. It has
accelerated the spread of information, allowing for the rapid dissemination of cultural

4
phenomena, such as memes, viral challenges, and trends. Platforms like TikTok have
democratized content creation, enabling anyone with a smartphone to participate in cultural
conversations. Additionally, social media has influenced language and communication styles,
with abbreviations, emojis, and hashtags becoming integral to online interactions. This cultural
impact underscores the power of social media to shape identities and influence public perception.

Challenges and Criticisms

Despite its benefits, social media is not without its challenges and criticisms. The proliferation of
misinformation poses a significant threat, as false narratives can spread rapidly and influence
public opinion. Additionally, issues related to mental health, such as anxiety and depression
linked to social media use, have garnered attention. The curated nature of online identities can
lead to unrealistic comparisons and feelings of inadequacy. Privacy concerns also persist, as
users grapple with data security and the implications of sharing personal information online.
These challenges highlight the need for critical engagement with social media and the
importance of media literacy

Opportunities and Responsibilities for Businesses

The shift in web consumerism and the accompanying rise in social media bring both
opportunities and responsibilities. The vast amount of data that customers share through social
media has marketers excited. However, the real magic lies in the opportunity to cultivate lasting
and scalable relationships with your organization’s customer base through social media. This is
where your online responsibility to your customers begins to take shape. Just as your customers'
behavior has shifted, so have their expectations of you. Whether your business is listening and
engaging or not, customers are having conversations relevant to your operations. It’s better to be
part of the conversation, right? We certainly think so!

Social Media Platforms

5
Platforms like Twitter, Facebook, Google+, YouTube, and blogs allow individuals to interact
with one another and build relationsips. When products or companies join these sites, people can
interact with the brand. That interaction feels personal to users because of their previous
experiences with social networking site interactions. Social networking sites enable individual
followers to “retweet” or “repost” comments made by the promoted product, allowing all of the
user’s connections to see the message and thereby reaching a wider audience. Social networking
sites act as word-of-mouth channels. As information about a product is disseminated and
repeated, more traffic is directed to the product or company. Through social media, brands can
have conversations and interactions with individual followers, fostering loyalty among followers
and potential customers. By choosing whom to follow on these sites, products can also reach a
very specific target audience.

1. Facebook
- Purpose: Connect with friends and family, share updates, photos, and videos.
- Key Features: News Feed, Groups, Events, Marketplace, Messenger.

2. Instagram
- Purpose: Share visual content, particularly photos and short videos.
- Key Features: Stories, Reels, IGTV, shopping features, hashtags.

3. Twitter
- Purpose: Share short updates and engage in conversations.

- Key Features: Tweets (280 characters), retweets, threads, trending topics, hashtags.

4. LinkedIn
- Purpose: Professional networking and job searching.
- Key Features: Profiles, connections, job postings, company pages, articles.

5. TikTok

6
- Purpose: Create and share short-form videos, often set to music.

- Key Features: Video editing tools, effects, challenges, trending sounds.

6. Snapchat
- Purpose: Share temporary photos and videos that disappear after viewing.
- Key Features: Stories, Snap Map, filters, lenses, chat.

7. Pinterest
- Purpose: Discover and save ideas through visual content.
- Key Features: Pins, boards, search functionality, shopping features.

8. YouTube
- Purpose: Share and watch videos across various genres.
- Key Features: Channels, subscriptions, comments, live streaming, playlists.

9. Reddit
- Purpose: Engage in discussions on various topics in community-driven forums.
- Key Features: Subreddits, upvoting/downvoting, AMAs (Ask Me Anything).

10. TikTok
- Purpose: Share and discover short-form videos, often with music.

- Key Features: Video creation tools, effects, challenges, and trends.

11. WhatsApp
- Purpose: Messaging and voice/video calls.
- Key Features: Group chats, end-to-end encryption, voice messages, status updates.

7
12. Discord
- Purpose: Communicate via voice, video, and text, primarily for gaming communities.
- Key Features: Servers, channels, voice chats, screen sharing.

13. Telegram
- Purpose: Messaging with a focus on privacy and security.
- Key Features: Channels, groups, bots, end-to-end encryption.

14. Tumblr
- Purpose: Share multimedia content and engage in community blogging.

- Key Features: Posts, tags, customization options, reblogs.

15. Clubhouse
- Purpose: Engage in audio conversations in virtual rooms.
- Key Features: Live audio chats, themed rooms, guest speakers.

Background of the Study

The purpose of this study is to understand the importance of Search Engine Optimization (SEO)
in today’s digital market. SEO is a crucial tool for digital marketing, and the study focuses on
surveying the impacts of various on-page and off-page SEO techniques in our digital era.
Specifically, the study targets consumers who use Google searches to learn about different
products and services offered by various organizations.

8
Objectives of the Study

 To understand customers' perceptions of digital marketing.

 To assess the importance of SEO in digital marketing.
 To determine the number of people influenced by online searches and advertisements.
 To evaluate customer perceptions of various aspects of on-page SEO.
 To assess customer perceptions of different aspects of off-page SEO.
 To find out what viewers want to see in their Google searches.

Industry Position

Market Presence

ARP Softech has established a strong presence in the digital marketing industry, serving clients
from various sectors such as e-commerce, healthcare, education, and technology. The company’s
dedication to delivering tailored solutions has garnered trust and long-term partnerships with its
clients.

Competitive Advantage

 Expertise: A skilled team with diverse backgrounds in digital marketing.

 Innovation: Continuous adaptation to the latest industry trends and technologies.
 Client-Centric Approach: Customizing strategies to meet the unique needs of
each client.

Key Projects

During my internship, I worked on several key projects that provided valuable insights into
digital marketing:

1. SEO Strategy Development:

o Assisted in optimizing a client’s website, which improved its search
engine rankings and increased organic traffic by [specific percentage].

9
 2. Social Media Campaign Execution:
o Contributed to a successful social media campaign for a product launch,
achieving [specific engagement metrics].
3. Content Creation:
o Developed blog posts and social media content that enhanced the client’s
online presence and engagement.

Key Projects

During my internship, I worked on several key projects that provided valuable insights into
digital marketing:

1. SEO Strategy Development:

o Assisted in optimizing a client’s website, which improved its search
engine rankings and increased organic traffic by [specific percentage].
2. Social Media Campaign Execution:
o Contributed to a successful social media campaign for a product launch,
achieving [specific engagement metrics].
3. Content Creation:
o Developed blog posts and social media content that enhanced the client’s
online presence and engagement.

10
 CHAPTER -2

COMPANY PROFILE

11
Company Profile

ARP Softech, established in 2017 , is a leading digital marketing agency headquartered in Noida
The company specializes in a wide array of digital marketing services designed to enhance the
online presence of businesses across various industries. With a strong focus on innovation and
customer satisfaction, ARP Softech has built a reputation for delivering effective solutions that
drive measurable results.

At the core of ARP Softech’s mission is the commitment to empower businesses through tailored
digital marketing strategies. The agency's vision is to be recognized globally as a trusted partner
in the digital landscape, helping clients achieve their marketing goals in an ever-evolving
environment. By leveraging the latest tools and technologies, ARP Softech aims to stay ahead of
the curve and provide clients with competitive advantages in the digital marketplace.

The services offered by ARP Softech encompass a comprehensive suite of digital marketing
solutions. These include search engine optimization (SEO), social media marketing (SMM),
pay- per-click (PPC) advertising, content marketing, and web development. Each service is
crafted to address specific client needs, ensuring that businesses can effectively engage their
target audiences and enhance their brand visibility.

One of the key strengths of ARP Softech is its expert team, comprising professionals with
diverse backgrounds in digital marketing. This multidisciplinary team works collaboratively to
develop innovative strategies that align with clients' objectives. By fostering a culture of
continuous learning and adaptation, ARP Softech ensures that its staff remains updated with the
latest industry trends and best practices.

ARP Softech has successfully established a strong market presence, serving clients from various
sectors, including e-commerce, healthcare, education, and technology. The agency’s client-
centric approach emphasizes understanding the unique challenges faced by each business,
allowing for the creation of customized strategies that deliver optimal results. This dedication to
client satisfaction has resulted in long-term partnerships and repeat business.

12
During my summer internship at ARP Softech, I had the opportunity to gain hands-on
experience in the dynamic field of digital marketing. My primary focus was on assisting with
SEO and social media campaigns, where I learned to analyze performance metrics and
implement strategies to enhance engagement. This practical exposure allowed me to apply
theoretical concepts learned in my MBA program to real-world scenarios.

Throughout my internship, I faced several challenges, including keeping up with the rapid
changes in digital marketing trends and learning to navigate various analytics tools. However,
with the guidance of my mentors at ARP Softech, I was able to overcome these hurdles and
develop valuable skills in project management and data analysis. The supportive work
environment fostered my professional growth and encouraged me to think creatively.

In conclusion, my experience at ARP Softech has been instrumental in shaping my

understanding of digital marketing. The skills and insights I gained during my internship will
undoubtedly serve me well in my future career. As I continue my journey in the digital
marketing industry, I look forward to leveraging my experiences at ARP Softech to contribute
effectively to future projects and initiatives.

We live in the era of the Internet. In today’s digital marketing landscape, companies are
increasingly turning to online platforms to promote their products. According to a survey, over
$135 billion is spent annually by companies on online advertising. As going online becomes a
trend, activities such as purchasing products, watching movies, and investing in stocks are
increasingly conducted online. The digital marketing industry has emerged as a powerful tool for
various multinational companies seeking to promote their products effectively. With over 80%
of the world accessing social media and the internet, this demographic represents a substantial
and lucrative market share for companies globally.

Digital marketing is one of the fastest-growing industries in India today, boasting an annual
growth rate of over 30%. Digital marketing companies in India are not only making their
presence felt domestically but are also gaining traction worldwide. These companies run
promotional campaigns for various national and multinational brands across digital platforms.

13
Advantages of Digital Marketing

 Recession-Proof: Digital marketing has proven to be resilient during global economic

slowdowns. Marketing strategies in the digital realm provided a lifeline when
traditional marketing tools struggled.
 Cost-Effectiveness: Digital media marketing strategies are generally more cost-
effective than traditional marketing methods.
 Flexibility: Online marketing strategies do not require long-term commitments.
For instance, tools like PPC (Pay-Per-Click) ads can be easily adjusted as needed.
 Traceability: The output of online media marketing is easily measurable. Digital
marketing strategies offer a high degree of quality, making it easier to design
targeted campaigns.
 Transformation of the Industry: Digital media marketing has revolutionized the
marketing industry, leveraging mobile and internet technology to provide an
affordable medium for promotion.

Methods of Digital Marketing

There are several methods included in digital marketing, such as:

 Search Engine Optimization (SEO)

 Search Engine Marketing (SEM)
 Social Media Marketing (SMM)
 Content Marketing
 Influencer Marketing
 Email Direct Marketing

Conclusion

In today’s digital age, digital marketing has introduced a new dimension to the field of
marketing. Although still in its nascent stages, this area has already delivered significant returns
for companies that have invested in its strategies. With increasing awareness of the digital
landscape, digital marketing is poised for rapid growth

14
 TYPE PRIVATELIMITED

INDUSTRY DIGITALMARKETING

FOUNDED 2016

HEADQUARTER COBHAM, UNITEDKINGDOM

PARENT COMPANY STORI.DIGTALLTD.

CLIENTS WORLDWIDE

WEBSITE www.stori.digital.com

Values of the Company

 Customer Orientation
 Commitment to Clients
 Excellence
 Focus on Customer Relationships
 Provide Customers with the Best Results at Reasonable Prices

About the Company

ARPSOFTECH is the sister concern and the Indian digital partner of STORI.DIGITAL, UK.
Based in Noida Sector 4, ARPSOFTECH is a digital marketing company established in 2016
under the able guidance of Mr. Rajneesh Kumar and Mr. Ashish Kumar. The company operates
in the B2B sector, designing and running online marketing campaigns for its clients.

ARPSOFTECH has successfully campaigned for numerous national and international clients
across various social media platforms and search engines. Some major international clients
include multinational giants such as:

 LAWMENS, UK
 ROTHELER GROUP, Dublin

15
  ABN AMRO, USA
 AVIVA, UK

The mission of the company is to provide high-quality services to its customers in the least
amount of time and at minimal costs.

Methods Used by the Company

The company employs four major methods to design its online campaigns:

 Search Engine Optimization (SEO)

 Search Engine Marketing (SEM)
 Influencer Marketing
 Social Media Marketing

Search Engine Optimization (SEO)

Search Engine Optimization, or SEO, is the organic method of ranking a website or webpage on
Google’s search engine. This method does not require any payments to Google for the promotion
of web pages and links. Instead, it focuses on creating good and creative content to promote
websites effectively.

The authenticity and creativity of the content contribute to higher rankings in Google searches,
thus promoting the company. Content writers play a crucial role, as they are responsible for
crafting content that enhances the client’s website or webpage.

SEO can be further divided into two parts:

 On-Page SEO: This pertains to the content and design parameters of the webpage itself.
In On-Page SEO, the company produces authentic and creative content and designs for
its clients. In the era of Web 3.0, the company’s web and graphic designers create
dynamic and interactive websites.
 Off-Page SEO: This focuses on promoting the website across various social media
platforms, as well as other outlets like Quora and Blogger. This is achieved by
creating
16
 and posting articles, blogs, and queries, as well as providing backlinks to the company’s
website. These efforts help generate leads and improve search engine rankings.

Search Engine Marketing (SEM)

Search Engine Marketing, or SEM, is another method used by the company to market its clients'
websites on various digital platforms. Unlike SEO, which is organic in nature, SEM is
inorganic, meaning the company pays a certain amount to search engines like Google to
promote its clients' websites.

Several tools are used for Search Engine Marketing, including:

 Google Ads
 Google Analytics
 MailChimp
 Asana
 BuzzSumo
 MeetEdgar
 Buffer
 Hootsuite

Influencer Marketing

Influencer marketing focuses on specific key individuals rather than the target market as a whole.
Traditionally, this form of marketing has included celebrity appearances in TV commercials or
famous personalities featured on billboards. Companies hope that showcasing individuals of
interest to their target markets will make consumers more inclined to try the product or service
offered.

As media and technology have advanced, companies now have a wider range of options for
marketing their products. Social media influencer marketing has become particularly prominent,
with individuals representing companies through branded content on personal accounts, such as

17
Instagram, Snapchat, Twitter, and YouTube. Consumers increasingly look to fellow consumers
for guidance in their purchasing decisions.

The rise of social media has opened new channels for brands to connect with consumers more
directly and organically. If a brand is not currently utilizing social media influencer marketing, it
may be time to evaluate its advertising strategy. Social media influencers, particularly in the
lifestyle sector, have become a significant marketing and public relations trend. By collaborating
with social media influencers, public relations agencies can capture consumer attention and
promote relevant and relatable content. While influencer marketing based on traditional media
has been used for many years, the growth of social media has led to a boom in social media
influencer marketing, fundamentally changing how brands interact with consumers, especially in
lifestyle branding.

Figure 2: Types of Influencers

Types of Influencers

 Mega-Influencers: These are actors, artists, athletes, and social media stars with over
500,000 followers, driving engagement rates of 2% to 5% per post. They have the highest

reach on the influencer spectrum, with their influence stemming from their celebrity

18
 status (they tend to be brands in their own right). However, they have the lowest
overall resonance when it comes to driving actions on behalf of a brand.
 Macro-Influencers: Professional bloggers and YouTubers with a follower base of
100,000 to 500,000, they achieve engagement rates of 5% to 20% per post. They
hold high topical relevance, often specializing in categories such as lifestyle, fashion,
or business.
 Micro-Influencers: Everyday consumers with 1,000 to 100,000 followers, driving
engagement rates of 25% to 50% per post. They offer the highest brand relevance and
resonance among influencers, with their influence rooted in personal experiences with
a brand and strong relationships within their networks.

19
 CHAPTER -3

LITERATURE REVIEW

20
Literature Review

1. Khraim (2016): In the research paper “The Impact of Search Engine Optimization on
Online Advertisement,” the author investigates the impact of SEO on online
advertising. This research aims to explore the importance and benefits of search engine
optimization in internet and digital marketing, as well as to examine its effect on online
advertisements. The author concludes that SEO increases the opportunity for customers
to view online advertisements when using search engines like Google, MSN, and
AltaVista. Additionally, the study highlights numerous factors that affect SEO,
emphasizing the need for companies to select appropriate tools.
2. Norrgard (2018): In the research paper “Search Engine Optimization (SEO) as a
Digital Marketing Technique,” the author studies SEO as a tool for digital marketing.
The paper states that SEO improves web accessibility through qualitative and
quantitative analysis. The author concludes that the future of SEO is uncertain, noting
that it continually evolves and remains a high priority for companies aiming to promote
their webpages.
3. Ankalkoti (2017): The research paper “Survey on Search Engine Optimization Tools
& Techniques” surveys various tools and techniques used for SEO. The author states
that search engines are essential for finding information online. The main objective of
this paper is to survey different SEO tools and techniques. The author concludes that
SEO is crucial for improving a website's visibility in search engine results and
recommends a combination of various tools for better ranking.
4. David & Cassar (2013): In the research paper “Search Engine Optimization,” the
authors conduct a survey on the constant changes in SEO. They discuss the increasing
significance of mobile SEO and investigate its key aims. The paper concludes that the
primary goal of SEO is to increase traffic and generate leads within a company’s
digital ecosystem, and that correctly utilizing SEO tools can lead to higher rankings.
5. Nisha & Singh (2014): In the research paper “A Review Paper on SEO-based Ranking of
Web Documents,” the authors review techniques for optimizing search engines that
provide valuable data for internet users. They implement ranking algorithms, such as
HITS and semantic similarity algorithms, to compare techniques and analyze results. The

21
 authors conclude that there is a need to improve existing techniques to achieve better
outcomes.
6. Jain (2013): The research paper “The Role and Importance of Search Engines and
Search Engine Optimization” states that search engines are designed for finding relevant
content. SEO consists of techniques and practices that can help a website improve its
ranking. The author divides SEO into two parts: on-page and off-page. The paper
concludes that SEO is a valuable tool in today’s web environment, with White Hat SEO
being the most effective long-term strategy.
7. Neupone (2013): In the research paper “Search Engine Optimization and Its
Implications in Internet Marketing,” the author examines SEO and its implications for
internet marketing. The paper states that the emergence of the internet has revolutionized
communication and computing. The author concludes that SEO has significant
implications for digital marketing, predicting that more companies will utilize SEO tools
and techniques to rank their webpages on popular search engines.
8. Kumar & Kumar (2014): In the research paper “SEO Techniques for a Website and Its
Effectiveness in Context of Google Search Engine,” the authors explore various SEO
techniques and their effectiveness regarding Google. They state that, due to the
exponential growth of the internet, search engines face the complex task of sorting
through billions of pages to display only relevant results. The authors conclude that
SEO is a critical internet marketing strategy that is essential for every company today,
as webpages with effective SEO achieve better rankings on search engines like Google.

Industry Trends

Recent studies highlight several trends in the technology sector that influence companies like
ARP Softech:

 Digital Transformation: Many organizations are embracing digital transformation to

improve efficiency and customer engagement (Smith, 2022). ARP Softech’s solutions
are aligned with this trend, providing tools that enhance operational workflows.

22
  Cloud Computing: The shift towards cloud-based solutions is reshaping IT
infrastructure (Johnson, 2023). ARP Softech has leveraged cloud technologies to offer
scalable and flexible solutions, enabling clients to reduce costs and increase
accessibility.
 AI and Automation: The integration of AI into business processes is driving innovation
(Lee, 2023). ARP Softech’s focus on AI-powered applications positions it favorably in a
competitive market, allowing clients to harness data for informed decision-making.

4. ARP Softech's Offerings

A review of ARP Softech’s service portfolio reveals a strong emphasis on:

 Custom Software Development: Tailored applications that meet specific business

needs, showcasing the company’s expertise in various programming languages and
frameworks (Doe, 2023).
 IT Consulting: Strategic consulting services that help organizations align
technology with business goals (Brown, 2022).
 Mobile App Development: Increasing demand for mobile solutions has prompted
ARP Softech to invest in developing user-friendly mobile applications, enhancing
customer engagement for its clients (White, 2023).

5. Impact on Clients

Research indicates that companies leveraging ARP Softech's services have reported improved
operational efficiency and increased customer satisfaction. Case studies demonstrate successful
project implementations that align technology with strategic objectives (Taylor, 2023).

6. Challenges and Future Directions

Despite its successes, ARP Softech faces challenges such as:

 Market Competition: The tech industry is highly competitive, requiring

continuous innovation and adaptation (Clark, 2023).

23
  Skill Shortages: The demand for skilled professionals in emerging technologies
can hinder growth (Evans, 2023).

Future directions for ARP Softech may include expanding its service offerings in emerging
technologies such as blockchain and augmented reality, as well as enhancing training programs
to address skill gaps.

24
 CHAPTER-4

RESEARCH METHODOLOGY

25
Research Methodology

Two research methodologies were used in this study:

Internship Experience at ARP Softech

I worked under the guidance of Mr. Rajneesh Kumar and my industry mentor, Mr. Rahul Gupta
(Digital Marketing Executive). The tasks assigned to me included:

 Conducting a survey of people using search engines for products and services
 Generating leads on client websites through on-page and off-page SEO techniques
 Promoting client websites on various social media platforms using different
SMM techniques
 Content writing
 Writing blogs and Quora posts for the promotion of both the company and its customers

The survey technique was designed to secure information from a sample of respondents who
represent a larger group. The information was recorded using a questionnaire, which gathered
data by asking questions from individuals believed to possess the desired information.

Research Methodology

 Research Type: Descriptive Research

 Sample Design:
o Sample Size: 52 respondents were chosen on a random basis
o Sampling Technique: Simple Random Sampling
o Sampling Area: Delhi NCR Region

Data Collection

 Source of Data: Primary Data

 Tools: Questionnaire

26
Data Analysis

 Inferences: Interpretation of each survey question was conducted.

27
 CHAPTER -5

DATA ANALYSIS AND INTERPRETATION

28
DATA ANALYSIS AND INTERPRETATION

AGE-WISERESPONSE:

Interpretation:

Studywasfocusedonindividualswhocamebetweentheagegroupsof16-25&26-
35.Individuals who were between the age group of 16-25 comprised of 78.8% of the
study whereas individuals who were between the age group of 26-35 comprised of
11.5% of the study.

29
 GENDER-WISERESPONSE:

Interpretation:

Outofalltherespondents,55.8%oftherespondentsweremalewhereas44.2%oftherespondents were
female.

30
 Q1.

Interpretation:

Fromthe above response it can be seen that 61.5% or 32 ofall the respondents said that theyget
information about a product from various sources of the internet.

From here it can be concluded that the digital platform or the internet is becoming the major
platform for people to know about various products and services.

ThiscanbeseenasanopportunityforvariousdigitalmarketingcompaniesasusingadequateSEO tools
and techniques to cater to a large market segment in order to promote their products and
services.

31
 Q2.

Interpretation:

Inthischartitcanbeclearlyseenthat30.8%oftherespondentshaveoptedforveryoftenwhereas
36.5%oftherespondentshaveoptedfortheoptionthattheyoftensearchforproductsandservices on
search engines like Google.

Itcanbeseenthat around67.3%oftherespondentsoftensearchforvariousproductsandservices on
various search engines and it can be seen that using the right SEO techniques can help a
company to rank high on Google and get a higher amount of lead generation on their websites.

32
 Q3.

Interpretation:

Intheabovechart it can beseenthat 30.8%oftherespondents haveopted for veryoftenwhereas

34.6%oftherespondentshaveoptedforoften. Thisshowsthat peoplesearchingon Googleoften scroll
down on pages or even change pages while searching for a particular product or service

33
 Q4.

Interpretation:

In the above chart it can be seen that 19.2% of the respondents are very satisfied with the
informationtheyget onGooglewhereas50%ofthepeople aresatisfiedwiththeinformationthey get
about various products and services on Google.

This againshows the importance ofContent Writing which is an importanttoolwhile using SEO
techniques in the field of Digital Marketing.

34
 Q5.

Interpretation:

Intheabovepie-chartitcanbeseenthataround73.1%oftherespondentsfeelthatonlineplatforms are
important for shopping, banking, trading etc.

This gives a very good opportunity for companies to usevarious SEO techniques both on-page
and off-page to promote their products and services on various digital platforms.

35
 Q6.

Interpretation:

78.9% ofthe respondents in the above pie-chart feelthat it is important for companies to have a
website of the product that you have searched on Google.

This shows us the importance of On-Page SEO techniques and the importance of having a good
webpage with quality content for our products.

36
 Q7.

Interpretation:

The trend in the above graph shows that 61.6% of the respondents get to know about various
products from online advertisements which shows us the importance of various off-page SEO
techniques that can be used to promote products online.

37
 Q8.

Interpretation:

The trend in the above graph shows that 57.7% of the respondents get to know about various
products from Google advertisements which shows us the importance of various off-page SEO
techniques that can be used to promote products online.

38
 Q9.

Interpretation:

The trend in the above graph shows that 51.9%ofthe respondents have said that theyoften visit
various websites like Quora to search for various answers to their questions or queries.

ThisshowsthatwebsiteslikequoraandbloggersplayaverycrucialroleinOff-PageSEO.Agood
websiteshould always be backed withgood content, articlesand blogsonthesewebsites inorder to
get a better lead generation along with higher traffic.

39
 Q10.

Interpretation:

In the above pie-chart it can be seen that 9.6% ofthe people Very often and 26.9% ofthe people
often buy from the various Google advertisements that they see.

This states that having a good off-Page SEO technique can lead to people buying your products
after seeing your advertisement online.

40
 Q11.

Interpretation:

Here,around65.4%oftherespondents feelthat theinformationprovidedtothemaboutaparticular

product on Google search engine is either important or very important thus emphasizing on the
importance of quality content in the process of On-Page SEO.

41
 Q12.

Interpretation:

Intheabovepie-chart it canbeseenthat around75%oftherespondents feelthat Googlereviews and

ratings are very important while searching for a particular product online.

42
 Q13.

Interpretation:

From the data, itcan be concluded that30.8% of the respondents Very Often and 53.8% of the
respondents Often recommend a product or a service that theysee online to a friend.

This proves the fact that having a good SEO Technique will helpyourproduct to gain word
ofmouth publicity as well.

43
 Q14.

Interpretation:

Theabovetrendshowsahighsatisfactionlevelamongpeoplewhobuyvariousproductsand services
from different social media platforms and search engines

44
 CHAPTER-6

FINDINGS OF THE STUDY

45
Findings

In the survey conducted through a questionnaire, several findings emerged:

 Age Distribution: A significant number of internet users are young adults. Companies
should consider this demographic trend when planning their online marketing campaigns.
 Information Sources: Many respondents reported that they obtain information about various
products and services from multiple online platforms. This highlights how increased digitalization has
encouraged organizations to promote their brands online.
 Content Importance: A substantial number of users searching for products and services indicated
that the quality of information or content is the most important factor for them. This underscores the
importance of SEO in the field of digital marketing.
 Influence of Reviews: A large portion of internet users emphasized the significance of Google
reviews and ratings when purchasing products or services. This illustrates the importance of off-
page SEO in acquiring more reviews and ratings for a website or webpage.
 Role of SEO Tools: The survey also found that various SEO tools, such as content writing, off-
page SEO, and organic promotional campaigns on social media platforms, play a crucial role in
digital marketing.

46
 CHAPTER -7

CONCLUSIONS AND SUGGESTIONS

47
Conclusions

 Digital marketing is an emerging field in today’s digital era, offering significant opportunities
for digital marketing companies and professionals.
 Customers generally have a positive attitude toward digital marketing techniques.
 A large number of people are highly influenced by online searches and advertisements.
 Implementing the right Search Engine Optimization tools and techniques is essential for
organizations aiming to promote themselves on various online platforms.
 We conclude that effective SEO techniques can help a company capture a significant share of
the online market and gain a first-mover advantage over competitors.

Learnings

Chapter 9: Learning Outcomes

 Gained insight into the corporate environment and how organizations operate.
 Overcame introverted tendencies and can now communicate confidently with anyone.
 Learned how to write quality content.
 Acquired skills in creating effective presentations and running campaigns for clients.
 Developed the ability to work collaboratively within a team.
 Understood the importance of meeting deadlines.
 Realized that achieving targets is crucial in the corporate world.

Limitations

 The project was conducted over a short period of only eight weeks, resulting in a small sample
size that may not adequately represent the entire market.

48
  Some respondents may not have provided accurate information, as they might not have approached
the survey with full engagement.
 A sample size of 52 may not reflect the true picture of the entire population.
 The survey area was limited to the Delhi-NCR region, which may not represent the broader
population accurately.

ANNEXURE

Here’s a revised version of your references with improved formatting and clarity:

References

 Khraim, H. (2016). The Impact of Search Engine Optimization on Online Advertisement.

[Online] Available at: ResearchGate
 Norrgard, K. (2018). Search Engine Optimization (SEO) as a Digital Marketing Technique.
[Online] Available at: Theseus
 Ankalkoti, R. (2017). Survey on Search Engine Optimization Tools & Techniques. [Online]
Available at: ResearchGate
 Cassar, D. (2013). Search Engine Optimization. [Online] Available at: Internetrix
 Singh, N. (2014). A Review Paper on SEO-Based Ranking of Web Documents. [Online] Available at:
Semantic Scholar
 Jain, A. (2013). The Role and Importance of Search Engines and Search Engine Optimization.
[Online] Available at: IJETTCS
 Neupane, P. (2013). Search Engine Optimization and Its Implications in Internet Marketing.
[Online] Available at: Theseus
 Kumar, A., & Kumar, P. (2014). SEO Techniques for a Website and Its Effectiveness in the Context of
Google Search Engine. [Online] Available at: IJCSE

 Smith, J. (2022). Digital Transformation in Business. Journal of Business Strategy.

49
 Johnson, M. (2023). Cloud Computing Trends. Cloud Tech Insights.
 Lee, K. (2023). The Impact of AI on Business Processes. Artificial Intelligence Review.
 Brown, L. (2022). Best Practices in IT Consulting. Information Systems Journal.
 White, P. (2023). Mobile App Development Trends. Mobile Tech Quarterly.
 Taylor, S. (2023). Case Studies in IT Success. Tech Review Journal.
 Evans, L. (2023). Addressing Skill Gaps in Tech Industries. Human Resources Tech.
 Clark, R. (2023). Navigating Software Development Challenges. Software Engineering Journal.
 Roberts, T. (2022). Agile Methodologies in Software Development. Agile Practice Journal.
 Miller, J. (2023). The Role of Custom Software Solutions. Custom Solutions Review.
 Thompson, H. (2023). E-commerce and Digital Strategies. E-commerce Insights.
 Garcia, A. (2022). Innovation in IT Consulting Services. Consulting Journal.
 Martinez, R. (2023). Leveraging Big Data for Business Success. Data Science Quarterly.
 Young, B. (2022). Future Trends in Software Development. Development Today.
 Allen, C. (2023). Security in Cloud Computing. Cybersecurity Review.
 Nelson, E. (2022). Integrating AI in Business Operations. Tech Innovations Journal.
 Wilson, K. (2023). The Future of Mobile Applications. Mobile Insights.
 Scott, D. (2022). IT Project Management Strategies. Project Management Journal.
 Kim, S. (2023). User Experience in Software Development. UX Design Journal.
 Cooper, N. (2022). Trends in Digital Marketing for Tech Companies. Marketing Journal.
 Murphy, J. (2023). Emerging Technologies in IT Consulting. Tech Trends Quarterly.
 Bell, T. (2022). Software Development Lifecycle: Best Practices. Software Development Journal.
 Patel, A. (2023). Cloud Migration Strategies. Cloud Computing Review.
 Reed, G. (2022). The Importance of User-Centric Design. Design Journal.
 Simmons, R. (2023). Enhancing Customer Experience through Technology. Customer
Experience Journal.
 Foster, M. (2022). Trends in IT Outsourcing. Global Business Review.
 Knight, O. (2023). Blockchain Applications in Business. Blockchain Technology Journal.
 Scott, L. (2022). Mobile First: The New Standard. Tech Magazine.

50
 Hayes, F. (2023). Strategies for Successful Digital Transformation. Business Technology Journal.
 Perez, H. (2022). The Role of APIs in Modern Software Development. APIs in Business Journal.
 Foster, K. (2023). Data Privacy in Software Development. Data Protection Journal.
 Mitchell, W. (2022). The Impact of Remote Work on Software Development. Remote Work Insights.
 James, E. (2023). Trends in Artificial Intelligence. AI Trends Journal.
 Morales, C. (2022). Navigating Software Development Risks. Risk Management Journal.
 Hunt, D. (2023). The Future of IT Consulting. Consulting Insights.
 Edwards, J. (2022). Software Testing Methodologies. Quality Assurance Journal.
 Cook, R. (2023). Cloud Security Best Practices. Cybersecurity Journal.
 Bishop, L. (2022). Building Scalable Applications. Tech Architecture Review.
 Cross, A. (2023). The Evolution of E-commerce Platforms. E-commerce Journal.
 Grant, N. (2022). Custom Solutions for Complex Problems. Business Solutions Journal.
 Reid, M. (2023). The Importance of Mobile Optimization. Mobile Strategy Journal.
 Knight, J. (2022). Effective IT Project Management. Project Success Journal.
 Palmer, S. (2023). Adopting Agile in Software Development. Agile Journal.
 Rivera, T. (2022). The Future of Work in Technology. Workplace Innovations Journal.
 Lee, H. (2023). UX Design Trends for 2023. User Experience Quarterly.
 Patel, R. (2022). Building Resilient IT Infrastructures. IT Infrastructure Journal.
 Webb, T. (2023). Data-Driven Decision Making in Business. Business Analytics Journal.
 Hudson, G. (2022). Digital Marketing for Tech Startups. Marketing Strategies Journal.
 Butler, K. (2023). The Rise of DevOps Practices. DevOps Insights.
 Cooper, T. (2022). Challenges in Mobile App Development. Mobile Development Journal.
 Bishop, F. (2023). The Role of CRM Systems in Business Growth. CRM Journal.
 Stanley, R. (2022). Software Development Trends in 2022. Tech Trends.
 Murphy, H. (2023). Cybersecurity Threats in the Cloud. Cybersecurity Magazine.
 James, N. (2022). Innovations in IT Infrastructure. Tech Infrastructure Journal.
 Simmons, H. (2023). Customer-Centric Approaches in Software Development. Customer
Success Journal.

51
 Adams, P. (2022). The Importance of Software Quality Assurance. Quality Tech Journal.
 Hughes, J. (2023). IT Strategy for Digital Transformation. Digital Strategy Journal.
 Morgan, C. (2022). The Impact of AI on Consumer Behavior. Consumer Insights Journal.
 Lawrence, D. (2023). Building Effective Teams in IT. Team Dynamics Journal.
 Fisher, K. (2022). The Role of Social Media in Tech Marketing. Social Media Journal.
 Collins, J. (2023). Trends in SaaS Applications. SaaS Review.
 Turner, M. (2022). The Importance of Continuous Learning in Tech. Learning in Tech Journal.
 Bennett, R. (2023). Effective Strategies for IT Outsourcing. Outsourcing Journal.
 Ellis, V. (2022). Future Technologies in Business. Future Tech Journal.
 Reed, N. (2023). Building Brand Loyalty through Technology. Brand Journal.
 Carter, W. (2022). Custom Software vs. Off-the-Shelf Solutions. Software Options Review.
 Fisher, L. (2023). Trends in Fintech Development. Fintech Insights.
 Lee, A. (2022). The Role of Innovation in Business Growth. Innovation Journal.
 Parker, T. (2023). Cybersecurity Strategies for Businesses. Cyber Strategies Journal.
 Martinez, L. (2022). Evaluating Technology Investments. Investment Review.
 Turner, E. (2023). Creating a Culture of Innovation in IT. Innovation Culture Journal.
 Brooks, S. (2022). The Future of Tech Startups. Startup Review.
 Edwards, M. (2023). Best Practices in User Research. User Research Journal.
 Hayes, J. (2022). The Impact of Technology on Customer Engagement. Engagement Journal.
 Morris, G. (2023). Software Development for Emerging Markets. Emerging Markets Review.
 Long, A. (2022). Key Factors for Successful IT Projects. Project Factors Journal.
 Wood, T. (2023). The Importance of Data Analytics in Business. Data Analytics Journal.
 Grant, M. (2022). Enhancing Collaboration in IT Teams. Collaboration Journal.
 Powell, K. (2023). Technology's Role in Sustainable Business Practices. Sustainability Journal.
 Collins, R. (2022). The Significance of Technology in Modern Marketing. Marketing Today.

52
QUESTIONNAIRE

Name:
Your answer

Gender:

 Male
 Female

Age:

 16-25
 26-35
 36-45
 46-55
 55 and above

1. Where do you think you get more information about a product from?

 Internet
 Television
 Banners
 Newspapers
 Sales-Person

2. How often do you search for products or services on various search engines like Google?

 Very Often
 Often

53
  Sometimes
 Rarely
 Never

3. How often do you scroll for different options and change pages while searching for
a product or service on various search engines like Google?

 Very Often
 Often
 Sometimes
 Rarely
 Never

4. How satisfied are you with the information that you get on Google about your search?

 Very Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Very Dissatisfied

5. How important are online platforms for shopping, banking, trading, etc., for you?

 Very Important
 Important
 Neutral
 Unimportant
 Very Unimportant

54
6. How important is it for a company to have a website about the product that you
have searched on Google?

 Very Important
 Important
 Neutral
 Unimportant
 Very Unimportant

7. How often do you get to know about products from online advertisements like videos
on YouTube, etc.?

 Very Often
 Often
 Sometimes
 Rarely
 Never

8. How often do you get to know about various products and services from
Google advertisements?

 Very Often
 Often
 Sometimes
 Rarely
 Never

55
9. How often do you read blogs or answers related to your questions on websites such
as Quora, etc.?

 Very Often
 Often
 Sometimes
 Rarely
 Never

10. How often do you buy products or services from the various Google advertisements
that you see?

 Very Often
 Often
 Sometimes
 Rarely
 Never

11. How important is the information provided to you about a particular product
on Google?

 Very Important
 Important
 Neutral
 Unimportant
 Very Unimportant

56
12. How important are Google reviews and ratings for you while searching for a
particular product or service online?

 Very Important
 Important
 Neutral
 Unimportant
 Very Unimportant

13. How often do you recommend a product or service to a friend that you have seen
on Google?

 Very Often
 Often
 Sometimes
 Rarely
 Never

14. How satisfied are you with the various products and services that are offered to you
on various social media platforms and search engines?

 Very Satisfied
 Satisfied
 Neutral
 Dissatisfied
 Very Dissatisfied

57
15. Any suggestions that you would like to provide on improving the quality of your
Google searches?
Your answer

58