IMPACT OF SEARCH ENGINE OPTIMISATION ON

BUSINESS GROWTH
A CASE STUDY ON NDTV.COM

Submitted in partial fulfillment of PGDM

PGDM BATCH 2013-15

Submitted To
Dr. BHARAT BHUSHAN SINGH

Submitted By
K ASHWIN KUMAR.

IMPACT OF SEARCH ENGINE OPTIMISATION ON

BUSINESS GROWTH
A CASE STUDY ON NDTV.COM

Submitted in partial fulfillment of PGDM

PGDM BATCH 2013-15

Submitted By
K ASHWIN KUMAR.

PROJECT GUIDE:
DR.BHARAT BHUSHAN SINGH

DEAN:
DR.SABYASACHI RATH

DECLARATION

I hereby declare that the project titled IMPACT OF SEARCH

ENGINE OPTIMISATION ON BUSINESS GROWTH, A CASE
STUDY ON NDTV.COM is an original work undertaken by me,
under the guidance of Dr.Bharat Bhushan Singh.
The report submitted is a bona-fide work of my own efforts and
has not been submitted to any institute/university/conference or
published before.

K Ashwin kumar.
Date:
Place:

FACULTY GUIDE CERTIFICATE

I Dr.Bharat Bhushan Singh certify Mr K Ashwin Kumar that

the work done and the training undertaken by him is genuine to
the best of my knowledge and is acceptable.

Signature :
Date:

ACKNOWLEDGEMENT

As I set on the quest to complete this project, it remains my obligation to

praise, extend and glorify the individuals whom I will never forget all
through my life.
Firstly, I want to thank my parents, Mr. Rajeshwar and Mrs. Padmavathi
for their kind co-operation and being so supportive, and encouraging me
in every of my step. I choose this moment to acknowledge their
contribution gratefully.
I take the privilege to thank my faculty guide Dr. Bharat Bhushan Singh
who was always there to guide me and always showed me the path of
improvisation. I thank him for being a great source of motivation and an
invaluable source of knowledge throughout my quest.
I want to thank and deliver my feelings of gratitude to Dr. Sabyasachi
Rath (Dean), Dr. Anuradha (Academics head), Dr. Madana Mohan
(Program chair), for giving me such a wonderful opportunity.
I would like to thank Prof. Priyanka Rath, Prof. Rohny, Prof. Kanchan
Varma for extending me extreme support for carrying out the research
and completing the project.
My earnest thanks to Mr.Nagesh (librarian), Mr.Sravan (assistant
librarian), Google and the World Wide Web, without which this report
would have no beginning, nor an end.
Last but not the least I would like to thank God for blessing me with good
friends who are supporting me during the entire period of project.
K Ashwin Kumar.

Table of Contents:
Sl.no

Content

Page no.

Chapter 1

Introduction

1.1

SEO

1.1.1

History

1.1.2

Definition

1.2

SEO as a Marketing strategy

1.3

Why SEO ?

1.4

How does SEO fit in the overall marketing plan?

1.5

Internet usage statistics

5-6

1.6

Factor of SEO

6-8

1.7

SEOs Hat

9-14

1.8

SEOs tools

14-16

1.9

SERP

17

1.10

Vital terms for SEO

18-26

1.11

Imperative search engine ranking factors

26-30

1.12

The Website Should Rank as great as it Looks

30

1.13

How SEO conducts online marketing for websites

31

1.14

SEO Marketing Analysis

32

1.15

How Search Engine give Page Rank

33

1.16

The Top 20 Search Engine Ranking Factors

34-38

Need and Scope of Study

38

Objective of Study

39

Research Methodology

39

Data Analysis and Interpretation

39-42

Findings, Suggestions and Recommendations

42-43

Conclusion

44

Appendices

44-49

Bibliography

50

Table-1

The internet Big picture

Table-2

No. of Users of Search Engines

Fig-1

SEO Tools

14

Fig-2

Long tail Keywords

22