1. SEARCH ENGINE OPTIMIZATION,
LINK BUILDING FOR GROUP
INTEGRATED,NILKAMAL LIMITED
AND PURAVANKARA
SUBMITTED BY-
AYUSHI THATOLA(IMB2014015)
HIMANSHU SINGH(IMB2014010)
Internal Guide
Dr.Madhvendra Misra
H.O.D, Department of Management
Studies
IIIT-Allahabad.
External Guide
Mr.Saurabh Sanyal
Project Manager at ODigMa
Consultancy Solutions Pvt. Ltd.

2. INTRODUCTION
 With the growing propensity of people looking more
towards internet to get information, so is the competition
growing within companies to attract more of customer
attention by making it most convenient for them to look for
their business.
 Search engines serve millions of users per day looking for
answers to their questions or for solutions to their
problems. If you have a web site, blog or online store, SEO
can help your business grow and meet the business
objectives.
 Search engine optimization or SEO in short, is a set of
rules that can be followed by website (or blog) owners to
optimize their websites for search engines and thus
improve their search engine rankings.

3. ….CONTINUED
 Link building is one of the most important parts of SEO. It
is the process of acquiring hyperlinks from various
websites to our own.
 The main aim of the project is to give an idea of how
backlinks are created in order to help companies optimize
their websites for various search engines and thus increase
brand exposure.
 This project basically includes link building process for
Mumbai based, real estate builders, GROUP
INTEGRATED, PURAVANKARA and Asia's largest
plastic processor of molded products, NILKAMAL
LIMITED.

4. COMPANY’S PROFILE
• ODigMa is one of the leading Digital Marketing agencies in
the country and is an Infibeam company- Infibeam which is
India's Leading Digital Commerce Ecosystem.
Some of the fields in which the company specializes
are
• Digital Marketing
• Customer Acquisition
• Brand Solutions
• Mobile Application Development
• Digital Media Distribution and Solutions
• With around 100-odd employees ODigMa continues in the
new set-up as a separate, subsidiary company of Infibeam.
ODigMa, founded in 2011, has a client base of 400 brands,
including Myntra, MakeMyTrip, Airtel, MTS, Marks &
Spencer, Aditya Birla Group, Nilkamal, Purvanakara,
HiDesign and Philips.

5.  Leading e-commerce firm Infibeam on Feb 24, 2014 announced
the acquisition of ODigMa for $5 million (Rs 32 crore).
The Founder
Advit Sahdev CEO, ODigMa
Mission of the company
The mission of the agency is to “Provide Human Touch to
technology via Social Media”.

6. PROBLEM DEFINITION
• Improve website quality
• Increase the social media exposure

7. TECHNOLOGY
 SEO is not a static process but rather a framework with rules and
processes. For simplicity SEO can be broken down into two main
stages:
OFF Page Optimization
ON Page Optimization
 When we search something on a search engine, we get two kinds
of results:
 Paid Links
 Organic Links

8. ….CONTINUED

9. ….CONTINUED
 This project is basically based on Off-site SEO link
building techniques.
Off-site SEO
 It is generally known as link building.
 In general, search engines are trying to find the most
important pages of the web and show those first when a
user enters a search query.
 Incoming links are a signifies trust and from where the
links are coming, they can greatly affect the ranking
position.

10. WHAT IS LINK BUILDING?
 Link building is the process of creating
inbound links to your website. This can be as
simple as reciprocal links, links from online
articles, news letters, directories and more.

11. WHY WE HAVE TO DO LINK BUILDING
FOR A SITE?
 Improve Page Rank over time
 Increases targeted web site traffic
 Deep Indexing
 Increases the search engine ranking of your web
site
 Improve your visibility in the search engines.
 Cost effective online marketing

12. METHODOLOGY
• The Important Techniques in SEO Link
building
These are a few techniques that have been used as a
part of this project-
1. Directory Submission
Directories can be a great way to obtain links. A
large number of directories are out there, and they
may or may not require cash to be paid to obtain a
listing. Table lists some examples of quality directories-

13. ….CONTINUED
Directory name Category
DMOZ (open directory project) General
Librarians’ Internet Index General
Marketinginternetdirectory.com General
Sitepromotiondirectory.com General
Highrankdirectory.com General
Dizila.com General
Abc-directory.com General
Prolinkdirectory.com General
Directory.addlinksuggest.com General
Yahoo! Directory General
I Train Online Computers

14. ….CONTINUED
2. Social Bookmarking
Social bookmarking is a way for people to store, search,
organize and manage bookmarks of web pages. Users save
links to the web pages they like or want to share, using a
social bookmarking site to store these links.Examples of
social bookmarking sites include-
Social Bookmarking Sites Page Rank
Earcon.org 5
Dupioneer.com 4
Jodohkita.info 4
Gen-eff.net 4
Eugendorf.net 4
Bosplus.org 5
Utoms.org 4
Relevare.net 4

15. ….CONTINUED
How can Social Bookmarking help in web site
promotion?
• Being listed on a social bookmarking site can drive quality
traffic. These sites represent the opportunity to get a lot of
new traffic to the website.
• Search engines will often list results from bookmarking
sites. So if the site is bookmarked, this gives an extra
opportunity to show up in search results.
• Being featured on one bookmarking site can often lead to
people tagging your site on other bookmarking sites.
• Increase traffic by adding social bookmarking buttons to
your website
• Beware - some of the social bookmarking sites will mark
links out to other sites as “nofollow”. This tells search
engines not to follow the link, and so it won’t reap any
benefit from additional links!

16. ….CONTINUED
Blog posting and commenting
• Blogs are a way to share facts, ideas and opinions
directly between people. A blog is an online journal
where users post thoughts, comments or news in a
chronological format.
Blog Submission benefits : -
• Direct Traffic:
• Brand Recognition
• Making Inroads with Bloggers

17. ….CONTINUED
Forum Posting and commenting
• Forums are a place to discuss about all, it’s nothing but
conversation.
Rules for effective forum posting-
• Post on related Forums only
Posting just anything simply on any forum, this doesn’t make
any sense moreover it will portray the contents as a spam and
readers will not pay any attention to what has been written and
in many cases, the forum moderator may block such accounts.
• Choose Proper Title
Titles are like the name-plate fixed on the door that helps the
visitors to decide whether or not they should knock at the door.

18. ….CONTINUED
 Proper Insertion of Keywords
Keywords are the soul of the entire online marketing. One
just can’t think of optimizing a site or creating online
advertisements without them, similarly forum posting is of
no use without keywords.
 Follow Forum Guidelines
Every forum has its own guidelines, which need to be
followed. And by doing this it is easy to gain good name
and respect from the forum members which will get more
serious and focused readers increasing the visibility and
popularity of the site.

19. ….CONTINUED
Classified Submission
• Classified submission is one of the most influential ways to
promote businesses. It includes SEO strategies for website
promotion by driving potential buyers and generating sales
for products or services.
Some of the benefits of classified submission
• Classified Submission enables you lists your website in
local classified sites.
• Classified listing help people drive direct customers from
local marketplace.
• Effective Classified Submission helps business owners get
worthy back links.
• Inner pages of a website and portal are also allowed hence
people can also promote their inner pages or product pages.
• It helps website owners improve their search engine
ranking.

20. FINDINGS AND
INTERPRETATIONS FOR
GROUP INTEGRATED
Issues Found
1. No favicon present for website.
2. Keywords not mapped in title.
3. Missing Image alt tags.
4. Keywords not mapped in description.
5. Some dead links were there.

21. RECOMMENDATIONS FOR GROUP
INTEGRATED
1. Add a fabicon to the website
2. Map keywords in the description and the
title of the webpages.
3. Add alternative text that is alt tag for
images.
4. Remove the dead links from the website.

22. FINDINGS AND
INTERPRETATIONS FOR
NILKAMAL
SEO errors discovered on nilkamal.com
 Alt attribute missing on images
http://www.nilkamal.com/

23. No or very small meta description found

24.  Title of the page is too small
 http://www.nilkamal.com/products/chairs/crystal-chair/582
 Length of title: 13
 http://www.nilkamal.com/products/novella-series/novella-
10-ns10/344
 Length of title: 19
 http://www.nilkamal.com/products/chairs/armless-
chairs/415
 Length of title: 14
 http://www.nilkamal.com/products/home-utility-
furniture/easy-chairs/551

25.  Length of title: 11
We found a total of 557 links out of which 23 are
duplicate links:
The Three Biggest Issues with Duplicate Content
 Search engines don't know which version(s) to
include/exclude from their indices
 Search engines don't know which version(s) to rank for
query results
 When duplicate content is present, site owners suffer
rankings and traffic losses, and search engines provide less
relevant results.
No twitter account
 The website does not have a twitter account associated
with it which could be a major reason of losing some back
links.

26. ANALYSIS FOR
Issues Found:
 Low Content Uniqueness Found
 Description Meta tag
Found following description:
“Ever dreamt of waking up in the morning with fresh air and
Sunrise view from your apartment? Just go and book for
Puravankaras Purva Palm Beach which is a luxury
residential complex located Off Hennur Road Bangalore.
The project offers 2 BHK and 3 BHK apartments, Villas
and much more.”
Length: 287 characters

27.  Warning: The description is 287 characters long. The
desirable description is not more than 160 characters.

28. Located images with missing ALT attribute.
Number of images: 69
Missing alt tag: 18
 List of images with missing ALT attributes:
 /Content/Images/pay2_small.png
 /Content/Public/images/divider_float_panel.png (3 locations)
 /Content/Public/images/corporate_videos.jpg
 /Content/Public/images/Provident_logo.png
 /Content/Public/images/facebook_icon.png
 /Content/Public/images/connect.png

29. LIMITATIONS
 While doing the study for the report various problems were faced
and these are described below:-
 The major problem was of the accessibility to the websites
account to perform further analytics.
 The findings and interpretations are mostly based on the analysis
of the page source.
 Maximum five directory submission is recommended a day and
thirty social bookmarking( two URLs per website) in order to
prevent from being spammed.
 It is difficult to find new high page directories and social
bookmarking sites for submitting the same URLs.
 Genuine forum and blog posting/commenting is a challenging
task which could otherwise lead to account being blocked or
spammed.

30. CONCLUSION
 Nilkamal is one of the best brand names in India and so is
Puravankara and Group Integrated. It is expected by the
companies that they maintain their website’s content
quality and consistency.
 Once search engines have crawled pages on the web, they
extract the content of those pages and add it to their
indexes. In this way, they can decide if they feel a page is
of sufficient quality to be ranked well for relevant
keywords. When they are deciding this, the search engines
do not just look at the content of the page; they also look at
the number of links pointing to that page from external
websites and the quality of those external websites.
Generally speaking, the more high-quality websites that
link to their website, the more likely these companies’
websites are to rank well in search results.

31. THANK YOU