AMRIT CAMPUS

Tribhuvan University
THAMEL, KATHMANDU

AN INTERNSHIP REPORT
ON
SEO AND DIGITAL MARKETING
AT
TOP NEPAL INTERNATION PVT. LTD.

Under the supervision of

Mr. HIKMAT ROKAYA
HOD
Department of Computer Science & Statistics
Amrit Campus

Submitted to:
Office of the Dean
Institute of Science and Technology
Tribhuvan University
Kirtipur, Kathmandu, Nepal

Internship Report submitted in the fulfillment of the requirement for the

Bachelor's degree in Information Technology (BSc. CSIT) of the Tribhuvan
University (TU)

Submitted by
Subash Adhikari (Roll No: 7111/072)
TU Registration No.: 5-2-33-54-2015
July 2020
 SUPERVISOR’S RECOMMENDATION

I hereby recommend that this internship report prepared under my supervision by Subash Adhikari
entitled Internship Report on SEO is accepted as fulfilling in partial requirements for the degree of
Bachelor of Science in Computer Science and Information Technology. In my best knowledge, this
is an original work in Computer Science by him.

Date: - 7/10/2020

Mr. Hikmat Rokaya

Lecturer
Amrit Campus
(Internship Report Supervisor)
 AMRIT CAMPUS CERTIFICATE OF APPROVAL

The undersigned certify that they have read and recommended to the Department Of Computer
Science for acceptance, an internship report entitled “SEO Trainee at Top Nepal International Pvt.
Ltd.” submitted by Mr. Subash Adhikari in partial fulfillment for the degree of Bachelors of
Science in Computer Science and Information Technology. This ensures that it is satisfactory in the
scope and quality of the required degree.

………………………………..

Mr. Hikmat Rokaya

Lecturer
Amrit Campus
(Internship Report Supervisor)

………………………………..

Mr. Hikmat Rokaya

HOD, CSIT
Amrit Campus
Tribhuvan University

……………………………….
External Examiner
 ACKNOWLEDGEMENT

Firstly, I would like to take this opportunity to express my sincere gratitude to AMRIT
CAMPUS administration for providing me this opportunity to explore my interest and ideas in
the field of Computer Science through this Internship.
I would like to thank my supervisor of this internship program Mr.Hikmat Rokaya for his
valuable support and the entire faculties of the Department of Computer Science and
Information Technology for their help and guidance in the completion of the report.
Likewise, I am gravely thankful to Top Nepal International Pvt. Ltd. for providing the
opportunity of internship at this organization with full support and coordination. I would
also like to express my gratitude to Mr. Niranjan Patel, my mentor for assisting and
inspiring me to do the internship on SEO and entire members of the Top Nepal
International Pvt. Ltd. for allowing me to complete my internship program and providing
me their valuable time during my internship period. Without their support and
encouragement, it would have been difficult to work on.
Finally, I would like to express my sincere gratitude to all my family, friends, and others
who helped me directly or indirectly during this internship period.

Sincerely,
Subash Adhikari
T.U. Exam Roll No: 7111/072
 ABSTRACT
The main objective of this report is to recapitulate my internship job and to be familiar
with the practical aspect of the theoretical knowledge gained in a classroom. This report
is part of my internship project, required by Tribhuvan University in partial fulfillment
for the requirement of BSc CSIT (8th semester) program.
During the internship period, the author had the chance to learn about how search
algorithm work and ranking factors of Google algorithm. Search engine optimization
(SEO) is the process of affecting the visibility of a website or a web page in a web search
engine's unpaid results. It is the process of getting traffic from the free, organic, editorial,
or natural search results on search engines. The report mainly deals with in-depth
knowledge in the field of search algorithms where I learned to work under pressure within
time constraints and how sites are ranked in search engines professionally. This work
describes the tweaks of taking the page on top position in Google by increasing the Page
rank which may result in improved visibility and profitable deal for an organization.
Overall I found my internship program very satisfactory and helpful and gained practical
knowledge on how SEO can be used in internet marketing to reach a greater audience.
 LIST OF FIGURES

Figure 1: Organization Chart 6

Figure 2: Use Case Diagram 11

Figure 3: System Engine Architecture 15

Figure 4: Content Optimization 17

Figure 5: Title and Meta Description Optimization 18

Figure 6: SEMrush SEO Tool 20

Figure 7: Finding the best keyword for your website 21

Figure 8: Test Case-1 (Google Analytics) 22

Figure 9: Test Case-2 (Google Analytics) 23

Figure 10: Real-time users of globallinktours.com 23

Figure 11: Test Case-3 (Google Search Console) 24

Figure 12: Spiritual Tour in Nepal 25

Figure 13: Trekking in Nepal keyword Ranked 26

Figure 14: Frontend view of globallinktours.com 30

Figure 15: Backend view of globallinktours.com 30

Figure 16: SEMrush Dashboard 31

Figure 17:Overall Traffic of globallinktours.com 31

 LIST OF TABLES
Table 1: Internship duration period 9

Table 2: Project schedule 10

 LIST OF ABBREVIATIONS

BSc.CSIT Bachelor of Science in Computer Science

and Information Technology

API Application Programming Interface

CMS Content Management System

SEO Search Engine Optimization

SEM Search Engine Marketing

HTML HyperText Markup Language

IT Internet Technology

PPC Pay Per Click

RAM Random Access Memory

SERP Search Engine Results Page

UI User Interface

UX User Experience
 Table of Contents
ACKNOWLEDGEMENT..........................................................................................................i
ABSTRACT...............................................................................................................................ii
LIST OF FIGURES..................................................................................................................iii
LIST OF ABBREVIATIONS....................................................................................................v
Table of Contents......................................................................................................................vi
CHAPTER 1...............................................................................................................................1
1. INTRODUCTION..................................................................................................................1
1.1 Introduction of Project......................................................................................................1
1.2 Statement of Problem........................................................................................................1
1.3 Objectives..........................................................................................................................2
1.4 Motivation....................................................................................................................2
1.5 Scope of Project................................................................................................................3
CHAPTER 2...............................................................................................................................4
2. ORGANIZATION OVERVIEW...........................................................................................4
2.1 Introduction of Organization................................................................................................4
2.2 Introduction to Department...............................................................................................5
2.3 Organizational Chart.........................................................................................................6
2.3 Major Services of the Organization..................................................................................6
2.3.1 Search Engine Optimization....................................................................................6
2.3.2 Word press Experts..................................................................................................7
2.3.3 Responsive Web Design..........................................................................................7
2.3.4 Social Media............................................................................................................8
2.3.5 Pay per Click............................................................................................................8
2.4 Internship Plan.............................................................................................................8
2.4.1 Internship Placement................................................................................................8
2.3.2 Internship Duration..................................................................................................9
2.5 Intern Activities.................................................................................................................9
2.5.1 Activities of Department..........................................................................................9
CHAPTER 3.............................................................................................................................11
3. SYSTEM ANALYSIS.........................................................................................................11
3.1 System Requirements.........................................................................................................11
3.1.1 Functional Requirements..........................................................................................11
3.1.2 Non Functional Requirements..................................................................................12
3.1.3 Platform Specification..............................................................................................12
3.2 Feasibility Study.............................................................................................................13
3.2.1 Technical Feasibility.................................................................................................13
3.2.2 Economic Feasibility................................................................................................13
3.2.3 Operational Feasibility..............................................................................................13
CHAPTER 4.............................................................................................................................14
4. SYSTEM DESIGN...............................................................................................................14
4.1 System Architecture...................................................................................................14
4.2 SEO Analysis..................................................................................................................15
4.2.1 Website Analysis......................................................................................................15
4.2.2 Competitor Analysis.................................................................................................16
4.2.3 Keyword Research....................................................................................................16
4.2.4 Content Research......................................................................................................16
4.2.5 Content Creation and Optimization..........................................................................17
4.2.6 Title and Meta Description Optimization.................................................................17
4.2.7 Image Optimization..................................................................................................18
4.2.8 Off-page Optimization..............................................................................................18
 4.2.9 Monitoring and Reporting........................................................................................19
CHAPTER 5.............................................................................................................................20
5. IMPLEMENTATION & TESTING....................................................................................20
5.1 SEO Tools and Software Used......................................................................................20
5.1.1 SEMrush....................................................................................................................20
5.1.2 Google Keyword Planner.......................................................................................20
5.1.3 MozBar...................................................................................................................21
5.1.4 Majestic SEO.........................................................................................................21
5.1.5 Ahrefs.....................................................................................................................21
5.2 Testing and Verification Methods.............................................................................22
5.2.1 Google Analytics....................................................................................................22
5.2.2. Google Search Console..........................................................................................24
5.3 Verification of keyword ranked......................................................................................25
6.1 Conclusion..........................................................................................................................27
6.2 Lesson Learnt.....................................................................................................................27
6.3 Limitations......................................................................................................................28
BIBLIOGRAPHY & REFERENCES......................................................................................29
APPENDICES..........................................................................................................................30
 CHAPTER 1

1. INTRODUCTION

1.1 Introduction of Project

An internship is an agreement between the author (student or intern) and the organization
for a fixed time such as eight to ten-week. I (as an intern) agreed to work for Top Nepal
International (P) Ltd for 11 weeks under their supervision. I started on 12 th Dec 2019 and
ended up on 15th March 2020.
I worked as an intern at Top Nepal International Private Limited as an SEO Analyst
Trainee. I was assigned to optimizing their websites and its contents to ensure that it can
be easily indexed by search engines for the most relevant search queries and surfaced as
organic (also referred to as natural) search results. During this three months journey, I
worked in the Digital Marketing sector of Global Link Travel and Tour as an SEO,
Digital Marketing
& Social Media Manager. globallinktours.com is a travel website providing the travel
package online booking system and content related to travel. The website owner required
to optimize it for better search engine results and content management. Various tools like
Google Analytics, Webmaster, SEO-Quake was used to optimize the content of the
website. Similarly, hikenepal.com was another website to be optimized during the
internship period.
World Wide Web has given all the businesses and organizations a large platform to sell
and advertise their products and services. But with ease to outreach available to each one
of them the competition has risen even more. As a full-service search engine marketing,
company Top Nepal International offers a comprehensive array of professional SEO
services to get your business to the top of the front page using only trustworthy, future-
proof, and white-hat SEO techniques.

1.2 Statement of Problem

In the present situation, Technology has become an essential part of our lives today and
few can imagine living without. Most people use an Internet search engine almost every
day. All things and knowledge are obtained through the help of the internet. A search
engine is a web site that collects and organizes content from all over the internet. The use

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 of search engine technology has been an invaluable tool for all users connecting to the
Internet. These systems are used by business, education, government, healthcare, and
military to name a few. Search engines house millions of web pages, documents, images,
and other materials collected from millions of websites. The information gathers from
these sites are held in massive databases where the information is aggregated and index.
Search engines used special software called spiders to help construct a list of keywords.
Three out of 4 people use search engines to find products and services. The first page of
search results gets 91% of traffic, while the second gets only 4.8%, and it decreases
steadily beyond that. If your business is not on the first page, you are missing out on
valuable leads.

1.3 Objectives
The objective of the project is to provide a solution to the stated problem. Objectives are
as follows:
 To get the website listed in the top pages of the search engine.
 To make the website rich in graphics to enhance its target audience.
 To optimize a site for search engines and creating keyword-targeted content that
produces direct traffic from the engines.
 Page & Content Creation/Optimization
 Understanding both the abilities and limitations of search engines.

1.4 Motivation
Top Nepal International is one of the leading IT Company established in 2009. Top Nepal
International has worked with customers from Canada, Australia, and Nepal. Top Nepal
International is a full-service internet strategy partner that provides web design, full-
service internet marketing and web hosting to businesses large and small, non-profit
groups, and ministries that are looking to broadcast their messages more effectively.
Interested in the domains of Internet Marketing from a very early time, the author wanted
to utilize an internship program to explore and learn about this dynamic field. In today’s
world where all major businesses have gone online, if your website is not listed among
the top few pages of search results, your business can suffer major setbacks. Search
engine optimization (SEO) is to the rescue. It enables you to not only get listed on the
Search Engine Results Page (SERP) but also expand your business. Also, studies have

2
proved that it can boost the number of visitors on your website by 400% and customer
conversions by 100%.

3
1.5 Scope of the Project
The project helps to get your business to the top of the front page using only trustworthy,
future-proof, and white-hat SEO techniques, such as through keyword and market
research, in-depth evaluation of the competition, quality content writing to keep your
site content fresh and encourage return traffic. It also includes making a user-friendly
and interactive website based on experiences and reviews’ sharing and providing the
users to get an idea about the same in a very unique and interesting way.

4
 CHAPTER 2

2. ORGANIZATION OVERVIEW

2.1 Introduction of Organization

Established in 2009 Top Nepal International is located in Nepal and has worked with
customers from different parts of Nepal. Top Nepal International is a full-service internet
strategy partner that provides web design, full-service internet marketing and web hosting
to businesses large and small, non-profit groups, and ministries that are looking to
broadcast their messages more effectively. What started as a one-man division has
blossomed into a full-service creative agency. Top Nepal International Pvt. Ltd. Provides
one of the best services nationally to meet all the IT needs of your business.
Today Top Nepal International boasts a unique, close-knit team with experts in all facets
of internet development; strategic, creative, and technical. Top Nepal International
provides various services to clients such as SEO, Responsive web design, Email
Marketing, Social Media Marketing, Pay Per Click- PPC, Content Writing, Word Press
Experts, etc.
Here at Top Nepal International, we have a highly dedicated and expert IT team
providing world-class solutions and support. Starting from the data analysis to the
development stage and finally, from testing to the implementation phase, our expert team
pays close attention to the minutest of details allowing us to provide an optimum solution
for your business.

Contact Information
Top Nepal International Private Limited
Baluwatar, Kathmandu
Contact: +977-1-4223834
Website: http://topnepal.com.np

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2.2 Introduction to Department
The Search Engine Optimization department is led by Mr. Niranjan Patel, Digital
Marketing Consultant at Top Nepal International Pvt. Ltd. The major objective of the
department is to improve the visibility and reachability of the client’s Web projects.
The SEO department is responsible to optimize Web Pages and its contents based on
keywords that are relevant to the client’s business, primarily aimed at improving the
overall presence on the Internet, mainly on the Search Engine Results Pages (SERP). This
department comprises of Search Engine Optimizers and SEO copywriters.
Search Engine Optimizers perform various optimization techniques for gaining better
SERP rankings. These optimization techniques can be categorized into two broad
categories:
 On-page Optimization
 Off-page Optimization
On-page Optimization is a fundamental step in Search Engine Optimization. It includes
optimization techniques that are implemented within the website. On-page SEO is very
important for better SERP rankings as well as for a successful Internet Marketing
campaign. Some of the basic On-page optimizations include optimization of Titles, Meta
Descriptions, URL, Image, web content, page load speed, and others (Enge, 2013).
The off-page optimization technique is implemented once the On-Page SEO is done for
the website. Off-page optimization includes promotional methods that are implemented to
complement the On-page strategy for improved SERP rankings. Some of the basic Off-
page optimization methods include Link Building, Social Media, Social bookmarking,
Email outreach, and others. SEO Copywriters are content writers who create optimized
and well-crafted SEO content as instructed by Search Engine Optimizers (Forman, 2013).
These contents are well-formatted, easy to read & understand, as well as search engine
friendly.

6
2.3 Organizational Chart

Board of
Directors

Managing Chief Financial

Directors Directors

Operating
Team Leader
Manager

Time Keeper

Project
Facilitator

Developers

Digital Marketing
Consultant

Figure 1: Organization Chart

2.3 Major Services of the Organization

Top Nepal International Pvt. Ltd. is established to transform ideas into successful
business products. The major services provided by Top Nepal International are as
follows:

2.3.1 Search Engine Optimization

Search Engine Optimization (SEO) is the process of optimizing your website and its
content to ensure it can be easily indexed by search engines for the most relevant search
7
 queries and surfaced as organic (also referred to as ‘natural’) search results. From a
commercial perspective, organic search is defined as ‘free’ because there is no direct
media cost for the clicks, unlike paid search where you pay for each click. That’s not to
say you don’t need a budget for SEO, far from it. A comprehensive SEO plan will need
investment in areas like content marketing and link building.
A good example is paying a copywriter to write tailored content for your website which is
optimized for SEO. SEO is also a sophisticated industry that relies on data and analysis to
underpin creative intelligence. There has been a gradual, and some would say too slow,
evolution from a focus on quantity to quality, especially in regards to link building. As an
Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience (Andrew, 2008). Optimizing a website
may involve editing its content, HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to the indexing activities of search
engines. Promoting a site to increase the number of backlinks, or inbound links is another
SEO tactic.

2.3.2 Word press Experts

Word Press is the most user- and SEO-friendly web platform option available Google, as
the dominant search engine, has recognized Word Press as a great choice for online
success, pointing out that it takes care of 80-90% of the mechanics of SEO. Word Press is
a content management system that allows for completely custom website design and
creation but also lets users log in and make updates using a very simple, intuitive visual
editor. No coding necessary! We’re Word Press web design experts; simply let us craft
the site of your dreams, and then you take over, creating new pages and making edits
without getting a web designer involved.

2.3.3 Responsive Web Design

Responsive web design is simply the website development that allows visitors to easily
access, navigate, and utilize your website across multiple web browsers and smart
devices. Top Nepal International’s responsive web design creates a user-focused and
search engine optimized experience for your target customers when they log onto your
site with smart-phones, tablets, or desktops.

8
2.3.4 Social Media
Social Media Marketing (SMM) is continually progressing and adapting, becoming a
powerful online marketing resource for companies and brands. Social Media platforms
like Facebook, Twitter, LinkedIn, and Google+ can dynamically increase exposure and
interest in your company. Search Engines like Google and Bing are beginning to integrate
updates, Tweets, profiles, and comments into their results pages, recognizing the
importance of social interaction (Sullivan, 2013). As the Internet community grows and
changes, marketing campaigns and tactics have to stay one step ahead.
Top Nepal International has extensive experience with SMM and knows how to
creatively design and implement effective social media marketing for businesses
throughout the nation.

2.3.5 Pay per Click

64.6% of people click on Google Ads when they are looking for a service or product
online.50% of people arriving at a retailer’s site from paid ads are more likely to buy than
those who came from an organic link (Kent, 2009). For a fast return on investment, you
need to create a PPC campaign for your business. Top Nepal International has expertise
in creating campaigns in Google Ad words, Bing Ads, and social media advertising
(Facebook, Twitter, and LinkedIn). While Search Engine Optimization is a great
approach for long-term growth, sometimes you need an immediate boost. Top Nepal
International Internet Marketing offers Pay per Click campaign management, ensuring
that the money you spend is put to the very best possible use.

2.4 Internship Plan

2.4.1 Internship Placement

A systematic process was followed for the enrolment of the internship program. To get
into the Top Nepal International Company for the Internship, the authorities of the
organization carried out an interview program. Upon being selected for the Internship, I
joined the company. I got the placement of an internship under the digital marketing
department in SEO under the supervision of an SEO specialist.

9
2.3.2 Internship Duration

Table 1: Internship duration period

th
Period 12th December 2019– 15 February 2018
Days per week 6 days
Hours per day 10 AM to 5 PM
Holiday Saturday
Internship Period 3 month
Mentor Mr. Niranjan Patel (SEO Specialist)

2.5 Intern Activities

During my internship period, I found that the working environment of the company is
very pleasant. All the personnel of Top Nepal International was very much cooperative
and amiable. The relationship among all the personnel was very affectionate. Throughout
the internship, I learned about the culture of working in an IT Company. I learned the
way to be dedicated and enthusiastic towards my job and most of all the way to tackle
problems and working as a team.
The time that I spent at Top Nepal International as an intern, was an invaluable
experience. I got an opportunity to learn in a professional environment. This helped me to
improve my skills, knowledge, and abilities to work in a team. By working with the
professionals, it helped me to gain confidence and build my personality. Apart from this,
it helped me to put the theoretical knowledge that I learned in college into practice. It
made me understand the real-world scenario and problems and how to deal with them. It
has been a very wonderful work experience working on such a big and prestigious
company.

2.5.1 Activities of Department

The following are all the activities that I have performed in my internship period:
 Develop SEO strategy according to the nature of the project.
 Ensure that all websites and internet properties under the influence of the SEO
department at Top Nepal International Pvt. Ltd has been technically optimized.
 Help set, and work to, performance indicators for SEO that everyone
understands and which complement overall marketing business objectives

10
  Promote both offsite and onsite activities and also the interaction that builds
ranking, web presence, and value-added traffic.
 Develop SEO optimized content as required by the client.
 Perform Social Media Optimization and develop Social Media strategy as
required.

2.6 Project Schedule

Table 2: Project schedule

Week Major Task

1st week Performed Content Research and prepared content on different topics
and study of keywords for higher search results in Google.
2nd week Set up a content management system with word press and installed Yoast
plugin and another necessary plugin.
3rd week
Obtained a list of business competitors, performed SEO analysis, started
using the SEMrush tool.
4th week Performed SERP rank tracking using SERPfox & SEMrush, and
performed keyword density check on competitor website
5th week
Performed Keyword Research using Google Adwords Keyword
Planner, Competitor Analysis using SEMrush. Creation of unique
content with optimized keyword
6th week
Optimized title and meta description based on keyword research, SEO
friendly URL Structure. User-friendly navigation, Optimized internal
links, Text Formatting, Image optimization
7th week
Optimized page load speed, Content and Image Optimization, SEO
Copywriting, Cross-linking. User friendly 404 pages, Fast loading
pages, Google Authorship verification for all pages
8th week
Social Bookmarking, Directory Submission, Profile creation on Startup
Marketplace, Email Outreach, Basic Link Building
9th week
Optimization of host company’s Social Profiles: Facebook, Twitter,
Google Plus, Competitor’s Social Media Analysis using Buzzsumo
10th week
Creation of weekly Social Media posting routine, Used Social Media
Management tool Sprout Social, Hootsuite.

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 CHAPTER 3

3. SYSTEM ANALYSIS
3.1 System Requirements
3.1.1 Functional Requirements

Figure 2: Use Case Diagram

The functional requirements are as follows:

 The website shall have only original content from the authenticated users and
reviewers.
 The website once deployed shall maintain its ranking in the SERP with the help
of SEO techniques.
 The website shall have its content as per the Google algorithms so that web
crawlers can display this website on the necessary searches.

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3.1.2 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 its content.

(iv)Reusability: Since the content posted on the website is original; 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.

3.1.3 Platform Specification

The project shall have a website on a travel blog that appears among the top searches of
a search engine whenever a person searches something related to this stuff.
(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.

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3.2 Feasibility Study
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 has been studied under the following heads:
(i) Hardware Availability: This project will be platform independence since its
website can be accessed with the help of the internet on any platform.
(ii) Platform Independence: This project will be platform-independent since its
website can be accessed with the help of the internet on any platform.
(iii)User friendly: As the website’s interface will be built on word press which has
rich user interface tools and for its SEO, Google Analytics which is a free service
provided by Google will be used, this system will be user friendly.
As hardware availability and user-friendly nature of this project are possible to achieve,
this system is technically feasible.

3.2.2 Economic Feasibility

This project is economically feasible. Software needed for analysis and monitoring of this
project is open-source software, i.e. Google Analytics, google webmaster, etc.

3.2.3 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 operationally feasible.

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 CHAPTER 4

4. SYSTEM DESIGN

The designing phase of our project involves designing of our website for search engine
optimization. The analysis and planning phase is the foremost and very important phase
for SEO. Keyword searching plays an important role. It is about finding the right keyword
also known as the ‘Golden Keyword’ that increases the traffic on our websites with the
help of which we can earn money using Google AdSense. 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 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.
6. It must contain embedded images, tables, infographics, 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. The site must include a sitemap for easy navigation for the users, along with an XML
sitemap for the web crawlers of different search engines.

4.1 System Architecture

The system architecture shows the current system architecture of the websites and its
working mechanism of the SEO. As we have discussed earlier the current system has
been implemented in the website CMS developed by Top Nepal International.

15
 The system was build using the Php framework and work on different kinds of servers.
The core working mechanism of SEO is shown in the figure below.

User Interface

Search
Database Search Engines
Web

Indexing Web crawling

Figure 3: Search Engine Architecture

Figure 2 shows the system architecture of the workflow in SEO on the Websites. The
SEO process is universal worldwide so the system architecture is similar in all the
websites.

4.2 SEO Analysis

SEO analysis uncovers different aspects of optimization that can be used to improve the
website’s SERP rank on popular search engines such as Google, Bing, Yahoo, etc. SEO
analysis was a core part of the author’s intern activities. Under SEO analysis, the author
was involved in the following activities:

4.2.1 Website Analysis

Website analysis included analysis of

 Pages Title
 Meta Description
 Code-to-Text ratio
 Page load speed

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  Sitemap
 Duplicate content
 Backlink analysis
 follow and no-follow links
Tools such as Site-analyzer, Page Speed Insights, and Siteliner were used.

4.2.2 Competitor Analysis

Competitor analysis is the analysis of competitors in the same niche. Niche is a topic that
can be targeted. For example, Search Engine Optimization can be a particular niche.
Websites targeting the same keyword are competitors to each other.
Competitors can be SEO competitor (websites fighting for top SERP ranking) or Business
competitors (competitors providing similar services or products).

4.2.3 Keyword Research

After the SEO analysis was completed, the author was involved in Keyword Research
which is one of the crucial activities in Search Engine Optimization. Keyword Research
involves identifying sets of keywords that are used in optimization. From the bucket list
of keywords provided, the author performed keyword research using a popular tool called
Google Adwords Keyword Planner.
Keyword research involves a great deal of time and effort. And, a lot has to be focused on
the competition (low, medium or high) and search volume (average monthly searches).
Since the author was involved in a startup project, and the market competition for the
niche was high, initially, the keyword research focused on low competition keywords
with more than 100 average searches per month (Brin,2007).

4.2.4 Content Research

The author performed content research based on keywords that were to be targeted and
optimized. It included finding relevant content that received the most engagement (likes
and shares) on social media. Buzzsumo was used for content research particularly for
finding the most engaging content over the past year or so.

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4.2.5 Content Creation and Optimization

There is a popular saying: Content is King. Search Engines especially Google places a lot
of weightage on content. Not just random contents but to those contents that provide
value to their readers. The author created a few contents that included keywords
(researched earlier) in strategic places such as the URL, Title, Meta Description, and
Headings. Headline Analyzer by Coschedule was used to create catchy and better
headlines.

Figure 4: Content Optimization

4.2.6 Title and Meta Description Optimization

Using a popular WordPress Plugin named Yoast SEO, the author optimized the title and
Meta descriptions for every page. As per standard, the length of the title and Meta
description were kept under 70 and 150 characters respectively.
The page title and Meta descriptions have strategic importance. Both of them appear in
the SERPs. Optimized Page title is one of the many ranking factors in Google. While
Meta descriptions aren’t a direct ranking factor, well-written Meta descriptions can
dramatically increase the click-through rate of websites.

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 Figure 5: Title and Meta Description Optimization

4.2.7 Image Optimization

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

Image Optimization included the following:
 Every image file was provided with an SEO friendly name.
 Each image was re-sized before the upload.
 The optimized alternative text was written.
 Descriptive captions were provided to the images as far as practicable.
The alternative text is a crucial part of ‘Image Optimization’. It tells search engines what
the image is about. Moreover, the alternative text also comes handy if and when the
image gets corrupted. And, the text in the alternative text is used by programs such as
screen readers for visually impaired readers.

4.2.8 Off-page Optimization

The author performed basic off-page optimization strategies such as Search engine
submission, Social Bookmarking, Directory submission, Email outreach, Blog
commenting, and Social Media. The number of linking domains, the number of domains
linking to you is one of the most important ranking factors. The number of linking pages
there might be several links from a particular domain to your site, their number is a
ranking factor too. However, it is still better to have more links from individual domains
rather than from a single domain.

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 PageRank of linking page. Not all pages are equal. Links on pages with higher
PageRank will be a bigger factor than those on low PR pages. Therefore, you should
strive to build links from high PR pages
Link relevancy. Some SEOs believe that links from pages related to your page's topic
carry more relevancies for search engines
The number of do-follow vs. no-follow links. Google officially stated that they don’t
count no-follow links (link with rel=no follow attribute attached). Therefore the number
of your do follow links should affect your rankings too.

4.2.9 Monitoring and Reporting

The author performed SEO monitoring using Google Analytics and Google Search
Console.
Monitoring focused on four major aspects:
 Audience (the visitors)
 Acquisition (how did the visitors come),
 Behavior (what did the visitors do)
 Search Analytics (Click-through Rate, Average position in the SERPs).

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 CHAPTER 5

5. IMPLEMENTATION & TESTING

5.1 SEO Tools and Software Used

5.1.1 SEMrush

SEMrush is one of the highly acclaimed Search Engine Marketing tools available in the
market. It was used for performing SEO site audit, keyword research, backlink analysis,
competitor analysis, and much more.

Figure 6: SEMrush SEO Tool

5.1.2 Google Keyword Planner

The Google AdWords Keyword Planner tool is a useful resource for building strong
keyword lists and helping to get your PPC campaign off to a running start. By using the
AdWords Keyword Tool, you can search for keyword and ad group ideas, see how a list
of keywords might perform, and even combine keyword lists to create new ones. It was
used for finding the right keyword that helps in making more visitors and has fewer
competitors. These kinds of keywords are very hard to find and they are known as
golden keywords from which we can earn money.

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 Figure 7: Finding the best keyword for your website

5.1.3 MozBar

The MozBar is a free browser extension that provides on-page access to Moz’s link
metrics and site analysis tools. Over the years it has gained a very popular following and
saved a ton of time for SEO’s and Inbound marketers alike.

5.1.4 Majestic SEO

Majestic SEO is one of the best link intelligence tools available to website owners
today and the best part is that it’s free, at least a big part of it is and holds its own
against tools such as Linkscape from Moz and link data from RavenTools.

5.1.5 Ahrefs

Ahrefs software was used to analyze the search traffic of our competitors. It is used to see
the exact keywords that your competitors are ranking for in organic search results and
how much traffic this brings them. This tool is used to grow search traffic of our website,
research our competitors, and monitor our website.

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5.2 Testing and Verification Methods

For SEO Testing and Verification, Google Analytics and Google Search Console (two
most popular web services from Google) are used.

5.2.1 Google Analytics

Google Analytics is a premium web analytics service offered by Google that tracks and
reports website traffic. Through Google Analytics, tests for various SEO related aspects
can be performed. For instance, the popularity of a website can be determined by
carefully examining the metric called ‘Bounce Rate’.

Bounce Rate describes the percentage of people who leave the website from the entrance
page without interacting with any further WebPages. Generally, lower bounce rates are
preferred.

Similarly, Google Analytics data can be used to test the effectiveness of different
campaigns – paid campaigns (such as Adwords advertisement) and unpaid Campaigns
(such as links from SERP pages).

Figure 8: Test Case-1 (Google Analytics)

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The above figure is the Google Analytics dashboard that shows tracking of 10Zap.com
of January month. The chart shows the total number of users visiting the site, New
visitors, Returning visitors, Pages/views, and so on.

Figure 9: Test Case-2 (Google Analytics)

The above figures show the tracking of website globallinktours.com of 3 months from
September to December. It shows the total no of users, no. of new users, sessions, bounce
rate, and so on.

Figure 10: Real-time users of globallinktours.com

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 The above figure shows the real-time users of globallinktours.com. It also
provides information about the locations of users, their content overview, and so
on.

5.2.2. Google Search Console

Google Search Console (previously Google Webmaster Tool) is a free service by Google
for Webmasters. Through Google Search Console, webmasters can perform a lot of
different things. Some of the test activities that are used are as follows:
 Check search analytics (such as search queries, clicks, Impressions)
 See backlinks to the website
 Check index status, crawl errors, crawl stats, etc
 Submit and Test a sitemap.

Figure 11: Test Case-3 (Google Search Console)

This above figure shows the graph of the overall working performance of website
10Zap.com. As from above, we can see total no. of clicks, impressions, CTR(click-
through rate), Position, etc.

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5.3 Verification of keyword ranked

Some of the Keywords that have been researched and ranked in Google are as follows:
1. Spiritual Tour in Nepal

Figure 12: Spiritual Tour in Nepal

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2. Trekking In Nepal

Figure 13: Trekking in Nepal

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 CHAPTER 6

6.1 Conclusion
Throughout my internship period, I have tried my best to learn from the professional
aspect and implement what I have learned up to now. Here I have used my theoretical
knowledge which I have achieved in my educational period and also, I used what I have
learned throughout my internship programs regarding the facts. From this report, I have
tried to include the overall findings of my internship period and have included the
knowledge that I have gained as far as possible, I gained much more insight into search
engine optimization field.SEO is generally seen as a small phase in web technologies. But
during this internship, I learned that SEO is in itself a vast field which can be considered
as a career choice as well. Various formal methodologies are used for implementing SEO.
During the internship, the practical view of the relationship between SEO and web
development was acquired.
In short, the internship was a wonderful experience in terms of exposure to the
professional realm and it helped me to gain knowledge better along with the
implementation. It was very beneficial to me as I learned a lot, and it made me discover
works in the real world.

6.2 Lesson Learnt

It was a great pleasure working in the organization as an intern as it was exposure to the
working environment of the real working environment of the organization. It was a great
opportunity to learn the disciplines, effort, hardships, and morals necessary in the real
scenario of the working organization. The major lesson that I have learned during the
Internship period is as follows:
 Learnt to work in a corporate environment.
 Learned Teamwork and collaboration.
 Learned about professional SEO techniques.
 Accept and tackle criticism.
 The working mechanism of Search Engines.
 Finding keywords for an SEO campaign.
 Create SEO optimized content.
 Use different SEO tools.

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6.3 Limitations

There exist some limitations in making this report. These are summarized in the
following points:
 The websites developed should be according to the rules and regulation of the
Organization where the customer’s information is to be confidential.

 Though the websites, being developed or already deployed, implement testing as a

requirement of the Quality Assurance of the services being delivered, the testing
phase is not followed as formally as it requires to be.
 There were some restrictions in disclosing some information because of the
confidentiality policy of the organization. Therefore I could not include those in
my report.

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 BIBLIOGRAPHY & REFERENCES
Andrew, P. (n.d.).(2017) How big is Google? Retrieved from
www.googleblog.blogspot.com/2008/07/we-knew-web-was-
big.html

Brin, S., & Page, L. (2007). The anatomy of a large scale hypertextual Web Search
Engine. In S. Brin, & L. Page, Computer Networks and ISDN System (pp. 1289-1305).
Virginia.

Enge, E., Spencer, S., & Stricchola, J. (2013, April 28). The Art of SEO. Retrieved
March 10, 2020, from Google Books:
https://books.google.com/books/about/The_Art_of_SEO.htm?hl=en

Forman, G. (2003). An extensive empirical study of feature selection metrics for text
classification. -1305 In G. Forman, J. Mach. Learn. Res. (pp. 1289). Los Angeles:
Mc Graw Hill.

Kent, P. (2009). Search Engine Optimization for Dummies. Retrieved March 12,
2020, from Google Books:
https://books.google.com/books/about/Search_Engine_Optimization.html

Sullivan, D. (2013, April 10). What Social Signals Do Google & Bing Really Count?
Retrieved March 12, 2020, from Search Engine Land:
https://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

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 APPENDICES

Figure14: Front end view of globallinktours.com

Figure15: Backend view of globallinktours.com

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 Figure 16: SEMrush Dashboard

Figure 17: Overall Traffic of globallinktours.com

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