SURESH GYAN VIHAR UNIVERSITY

Directorate of Distance Education Main Campus, Library

Website : Building, Mahal, Jagatpura, Jaipur-302017.
www.sgvu.edu.in Assignment Response Sheet
Student Name :-VISHAL RANA
Program : MBA Specialization :-DIGITAL MARKETING
Enrollment / Ref. No. :-SGVU45D4612273218
Subject :- Search Engine Optimization Semester :-4
For Office Use Only : Marks
Assignment 1 Assignment 2
Name of Evaluator

Signature of Evaluator

Assignment-1

Q.1 Attempt any two questions ( 5 Marks each- Word Limit-500)

Ans. As of 2024, several major search engines dominate the landscape, each with unique features and user
bases. Here’s an overview of the most prominent ones:
1. Google
Google remains the leading search engine globally, holding a significant market share. Known for its powerful
algorithms, it offers features like personalized search results, voice search, and a robust knowledge graph
that provides quick answers to queries. Its extensive indexing and vast array of services, such as Google Maps
and Google Scholar, enhance its utility.
2. Bing
Microsoft's Bing is the second-largest search engine in many markets. It features a visually appealing
interface, with a daily background image, and offers robust image and video search capabilities. Bing also
integrates well with Microsoft products and services, providing features like Bing Rewards for users and
strong video search functionalities.
3. Yahoo!
Although Yahoo! has seen a decline in popularity, it still operates as a search engine. It uses Bing's search
technology under the hood but maintains its own portal with news, finance, and lifestyle content. Yahoo!
remains popular among certain demographics for its email service and content aggregation.
4. DuckDuckGo
DuckDuckGo has gained traction, especially among users concerned about privacy. Unlike traditional search
engines, it does not track user data or personalize search results. It emphasizes user privacy and offers
features like instant answers and a clean interface, appealing to those wary of data collection.
5. Baidu
Baidu is the dominant search engine in China, catering primarily to Chinese-speaking users. It offers a range
of services, including maps, cloud storage, and multimedia content. Baidu’s algorithms are tailored to the
unique demands of the Chinese internet landscape, including government regulations.
6. Yandex
Yandex is the leading search engine in Russia and offers services similar to Google, such as maps, translation,
and cloud storage. Yandex's search algorithms are optimized for the Russian language and cultural context,
making it a vital resource for Russian-speaking users.
7. Ecosia
Ecosia differentiates itself by using its ad revenue to fund tree-planting projects around the world. Users
concerned about environmental issues appreciate its mission-driven approach. While it primarily uses Bing’s
search technology, its eco-friendly branding attracts a dedicated user base.
8. Ask.com
Ask.com, formerly known as Ask Jeeves, focuses on question-based search. It aims to provide direct answers
to users' queries rather than a list of links. While its market share is relatively small, it caters to users looking
for specific information and straightforward answers.
9. AOL Search
AOL Search, once a dominant player in the early days of the internet, still exists but operates with a much
smaller user base. It offers basic search functionalities and is often used by individuals who still prefer AOL's
services.
Conclusion
These search engines highlight the diversity of options available to users today, catering to varying needs
from privacy to localized content. While Google continues to lead the market, alternatives like DuckDuckGo
and Ecosia reflect a growing trend towards privacy and sustainability. Each engine offers unique strengths,
allowing users to choose based on their priorities.

B. What is Domain? How can you register your own domain name?
 Ans. A domain is a unique address that identifies a website on the internet. It acts as a user-friendly way to
access resources online, replacing complex numerical IP addresses with easily memorable names. A domain
name typically consists of two main parts: the second-level domain (SLD), which is the specific name (e.g.,
"example"), and the top-level domain (TLD), which indicates the category or location (e.g., ".com," ".org,"
".net"). Together, these form a complete web address, such as "example.com."
Domains serve several functions:
1. Identification: They help users locate a website without needing to remember numeric IP addresses.
2. Branding: A well-chosen domain name can enhance brand recognition and credibility.
3. Email: A custom domain can also be used for professional email addresses (e.g., info@example.com),
enhancing business communication.
How to Register Your Own Domain Name
Registering a domain name is a straightforward process. Here are the key steps:
1. Choose a Domain Name
 Relevance: Select a name that reflects your business, organization, or personal brand.
 Simplicity: Keep it short, easy to spell, and memorable.
 Keywords: Consider including relevant keywords for better search engine optimization (SEO).
 Avoiding Conflicts: Check for trademarks to ensure your chosen name doesn't infringe on existing brands.
2. Select a Domain Extension
Choose a TLD that fits your purpose:
 Generic TLDs: Such as ".com," ".org," ".net" are widely recognized.
 Country Code TLDs: Like ".uk," ".ca," or ".au" can target specific geographical markets.
 Specialized TLDs: Options like ".tech," ".store," or ".design" cater to niche audiences.
3. Check Availability
Use a domain registrar's search tool to see if your desired domain name is available. If it’s already taken,
consider:
 Modifying the name (e.g., adding a hyphen or using a different TLD).
 Contacting the current owner to see if it's for sale.
4. Choose a Domain Registrar
Select a reputable domain registrar. Some popular options include:
 GoDaddy
 Namecheap
 Bluehost
 Google Domains
Ensure they offer good customer support, domain management tools, and competitive pricing.
5. Register the Domain
Once you've chosen a registrar:
 Create an account and provide necessary information.
 Enter your selected domain name.
 Complete any required forms and provide contact information.
 Select a registration period (usually from one year to ten years).
 Add privacy protection if desired, which keeps your personal information private in the WHOIS database.
6. Complete Payment
Pay for your domain registration. Prices can vary based on the TLD and registrar, so compare options to find
the best deal.
7. Verify Ownership
After registration, you’ll receive a confirmation email. Follow any instructions to verify your ownership. This
step is crucial for securing your domain and ensuring that you have control over it.
Conclusion
Registering a domain name is an essential step for establishing an online presence. By choosing a relevant
name, selecting the right TLD, and following the registration process with a reliable registrar, you can secure a
domain that enhances your visibility and credibility on the internet.

Q.2. Write short notes on the following topics (1 Mark each- Word Limit100)
A. Meta Description Tags
Meta description tags are HTML attributes that provide a brief summary of a webpage's content, typically
150-160 characters long. They appear in search engine results below the page title and URL. A well-crafted
meta description can improve click-through rates (CTR) by enticing users with a clear, engaging overview.
Although not a direct ranking factor for search engines, a compelling meta description can influence user
behavior and enhance visibility in search results.
B. Status 301 Error and Redirection
A 301 status code indicates a permanent redirect from one URL to another. It informs search engines that a
page has moved permanently, transferring link equity to the new URL. This is crucial for maintaining SEO
value when restructuring a website or updating URLs. Implementing 301 redirects helps prevent broken links,
ensures a seamless user experience, and directs traffic to the correct page, ultimately preserving search
engine rankings.
C. Keyword Mapping
Keyword mapping is the process of associating specific keywords or phrases with individual pages of a
website. This strategy helps optimize content for search engines by ensuring each page targets relevant
keywords, enhancing its visibility in search results. By organizing keywords based on search intent and
relevance, keyword mapping assists in creating focused content that meets user needs, improving overall
SEO performance and driving targeted traffic.
D. Blogging
Blogging involves creating and publishing written content on a website, often in an informal or conversational
style. It serves various purposes, including sharing information, engaging with audiences, and establishing
authority in a niche. Regular blogging enhances SEO by incorporating keywords, improving website traffic,
and fostering community interaction through comments and social sharing. It also helps businesses connect
with customers and showcase expertise, driving brand awareness and loyalty.
E. Blocked JavaScript
Blocked JavaScript refers to instances where a browser or security settings prevent JavaScript code from
executing on a webpage. This can occur due to user privacy settings, browser extensions, or network
firewalls. Blocking JavaScript can negatively impact website functionality, rendering interactive features, such
as forms and animations, unusable. For SEO, search engines may struggle to fully index content or
understand dynamic elements, potentially lowering the page's ranking and user experience.
 Assignment-2

Q.1 Attempt any two questions ( 5 Marks each- Word Limit-500)

A. How to Track Newsletter and Product Conversion Rates with Google Analytics?
Ans. Tracking newsletter and product conversion rates with Google Analytics is crucial for understanding how
effectively your marketing efforts are driving user actions. Here’s a step-by-step guide to help you set up and
analyze these conversions.
1. Set Up Google Analytics
If you haven’t already, create a Google Analytics account and set up tracking on your website. You’ll need to
install the tracking code on all pages of your site. Most content management systems (CMS) offer plugins or
easy methods to add this code.
2. Define Your Goals
Before you can track conversions, you need to define what a conversion means for your newsletter and
product sales. For newsletters, a conversion could be when a user subscribes. For product sales, it could be
when a user completes a purchase.
3. Create Goals in Google Analytics
To track conversions, you must set up goals in Google Analytics:
 Navigate to Admin: Click on the gear icon in the bottom left corner of the Google Analytics dashboard.
 Select Your View: Under the "View" column, select the view you want to modify.
 Goals: Click on “Goals” and then “+ New Goal.”
 Choose a Goal Template: You can choose from predefined templates or select "Custom" for more flexibility.
For Newsletter Sign-Ups:
 Goal Type: Choose “Destination.”
 Goal Details: Set the destination URL that users reach after signing up (e.g., a thank-you page). This page
should only be reached by users who complete the sign-up.
For Product Sales:
 Goal Type: Choose “Destination” again.
 Goal Details: Set the destination URL for the order confirmation page users see after a successful purchase.
4. Set Up E-commerce Tracking (for Product Sales)
To track product conversions more effectively, enable e-commerce tracking:
 E-commerce Settings: In the Admin panel, under the "View" column, click on “E-commerce Settings.” Toggle
the switch to enable e-commerce tracking.
 Implement E-commerce Tracking Code: If you're using platforms like Shopify, WooCommerce, or Magento,
they often provide built-in support for Google Analytics. If you’re coding your site, you'll need to implement
enhanced e-commerce tracking.
5. Use UTM Parameters for Campaign Tracking
To track the effectiveness of your newsletter campaigns, use UTM parameters in the links you send out.
These parameters allow you to see how users arrive at your site:
 Campaign Source: The origin of your traffic (e.g., newsletter).
 Campaign Medium: The type of traffic (e.g., email).
 Campaign Name: The specific campaign name for easier identification.
An example URL might look like this:
https://www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale
6. Monitor Conversion Rates
Once your goals and e-commerce tracking are set up, monitor conversion rates:
 Access Goals Report: Go to “Conversions” in the left-hand menu, then select “Goals” and “Overview” to view
your goal completions and conversion rates.
 E-commerce Reports: For product sales, navigate to “Conversions” > “E-commerce” > “Overview” to see
sales performance, revenue, and conversion rates.
7. Analyze and Optimize
Regularly analyze the data:
 Identify Trends: Look for patterns in conversion rates, such as which newsletters drive the most sign-ups or
which products have higher sales.
 A/B Testing: Conduct A/B tests on your newsletters and product pages to see what content, layouts, or offers
perform best.
 Adjust Strategies: Use insights from your analysis to refine your marketing strategies, focusing on the most
effective channels and tactics.
Conclusion
By leveraging Google Analytics, you can effectively track and analyze your newsletter and product conversion
rates. This data-driven approach allows you to optimize your marketing strategies, enhancing user
engagement and driving sales. Regular monitoring and adjustments based on your findings will lead to
improved conversion performance over time.
 C. Explain the Steps to generate HTML (Hypertext mark-up language) sitemap file?
Ans. Creating an HTML sitemap file is a crucial step in enhancing your website’s SEO and improving user
experience. An HTML sitemap provides a structured list of pages on your site, making it easier for visitors and
search engines to navigate. Here’s a step-by-step guide to generate an HTML sitemap:
Step 1: Understand the Structure of Your Website
Before creating a sitemap, familiarize yourself with the structure of your website. Identify the main
categories, subcategories, and individual pages that you want to include in the sitemap. This will help you
organize the content logically.
Step 2: Choose a Sitemap Format
An HTML sitemap should be user-friendly. Typically, it is a simple webpage that lists links to various pages on
your site. You can choose to create it manually or use automated tools. The common formats for sitemaps
are:
 Simple List: A straightforward list of links.
 Hierarchical Structure: A nested format that reflects the structure of your website.
Step 3: Create the HTML File
Using a text or HTML editor, create a new file named sitemap.html. You can also use a website builder or
content management system (CMS) that supports HTML editing.
Step 4: Add Basic HTML Structure
Start by adding the basic HTML structure to your sitemap file. This includes the doctype declaration, opening
<html>, <head>, and <body> tags. Here’s a simple template:
html
Copy code
<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="UTF-8">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<title>HTML Sitemap</title>
<style>
body { font-family: Arial, sans-serif; }
h1 { text-align: center; }
ul { list-style-type: none; padding: 0; }
 li { margin: 5px 0; }
</style>
</head>
<body>
<h1>Site Map</h1>
<ul>
<!-- Links will be added here -->
</ul>
</body>
</html>
Step 5: List Your Pages
Inside the <ul> (unordered list) tag, add list items (<li>) for each page you want to include in the sitemap.
Each list item should contain an anchor tag (<a>) that links to the respective page. For example:
html
Copy code
<ul>
<li><a href="https://www.yoursite.com/">Home</a></li>
<li><a href="https://www.yoursite.com/about">About Us</a></li>
<li><a href="https://www.yoursite.com/services">Services</a></li>
<li><a href="https://www.yoursite.com/contact">Contact</a></li>
<li><a href="https://www.yoursite.com/blog">Blog</a></li>
</ul>
Step 6: Organize with Categories (Optional)
If your site has multiple categories or sections, consider nesting lists for better organization. For example:
html
Copy code
<ul>
<li><a href="https://www.yoursite.com/">Home</a></li>
<li>About Us
<ul>
 <li><a href="https://www.yoursite.com/about/history">Our History</a></li>
<li><a href="https://www.yoursite.com/about/team">Our Team</a></li>
</ul>
</li>
<li><a href="https://www.yoursite.com/services">Services</a></li>
</ul>
Step 7: Save and Upload the Sitemap
Once you’ve added all your links, save the file. Upload the sitemap.html file to the root directory of your
website using an FTP client or your web hosting service's file manager.
Step 8: Link to Your Sitemap
To make your sitemap accessible, add a link to it from your website's footer or main navigation menu. This
ensures that visitors can easily find it.
Step 9: Submit to Search Engines
Although HTML sitemaps are primarily for users, submitting your sitemap to search engines like Google can
help them discover your site structure. You can do this via Google Search Console by adding the sitemap URL.
Conclusion
Creating an HTML sitemap is a straightforward process that enhances both user navigation and SEO. By
following these steps, you can develop an effective sitemap that improves your website’s usability and
visibility in search engines. Regularly update your sitemap to reflect changes in your website structure.

Q.2. Write short notes on the following topics (1 Mark each- Word Limit100)
Ans. A. Meta Tag Optimization
Meta tag optimization involves refining the HTML meta tags of a webpage to enhance its visibility in search
engine results. Key meta tags include the title tag, which summarizes the page’s content and appears as the
clickable headline, and the meta description, which provides a brief overview to entice users to click.
Optimized meta tags should include relevant keywords, be concise (title tags around 60 characters and
descriptions around 150 characters), and align with the content to improve click-through rates (CTR) and SEO
performance.
B. Keyword Density
Keyword density refers to the percentage of times a specific keyword appears in relation to the total word
count of a webpage. It is calculated by dividing the number of occurrences of the keyword by the total
number of words and multiplying by 100. While maintaining a natural flow in writing, an optimal keyword
density is often considered to be around 1-2%. Overuse of keywords, known as keyword stuffing, can lead to
penalties from search engines, negatively impacting a page's ranking.
C. XML Sitemap
An XML sitemap is a structured file that lists all the URLs of a website, helping search engines understand its
structure and find content efficiently. It provides essential metadata about each URL, such as the last
modified date and the frequency of updates. XML sitemaps are primarily intended for search engines rather
than users, and they facilitate better crawling and indexing. Submitting an XML sitemap to platforms like
Google Search Console can enhance visibility and improve SEO performance.
D. Google EMD
Google EMD (Exact Match Domain) refers to a type of domain name that precisely matches a search query or
keyword phrase (e.g., www.bestshoes.com for “best shoes”). While EMDs used to offer significant SEO
advantages, Google’s updates have reduced their impact. The algorithm changes aimed to prevent low-
quality sites from ranking highly solely based on their domain names. As a result, while EMDs can still be
beneficial for branding, content quality and relevance now play a more crucial role in ranking.
E. LinkedIn
LinkedIn is a professional networking platform designed for business professionals to connect, share, and
develop their careers. Launched in 2003, it allows users to create profiles, connect with colleagues, and share
industry-related content. LinkedIn also features job listings, professional groups, and a news feed for industry
updates. It is widely used for recruiting, networking, and establishing thought leadership. Businesses utilize
LinkedIn for marketing, brand promotion, and engaging with their target audience, making it a vital tool for
professionals and organizations alike.