A

SUMMER TRAINING PROJECT REPORT

ON
Digital Marketing Strategy using White Hat SEO Techniques in
Digital Marveled PVT LTD
Submitted for the partial fulfillment of the requirement for the award
Of

Post Graduate Diploma in Management

Batch2022-24

SUBMITTED BY
Gautam Kumar
922068

Faculty Mentor Industry Mentor

Dr. Meghna Singh Mr. Aman
(Asst.Professor) Senior HR Manager
OB&HRM Department DIGITAL MARVELED

i
 DECLARATION

I hereby declare that this Summer Internship Project Report Digital Marketing Strategy using White
Hat SEO Techniques in Digital Marveled PVT LTD submitted by me to GNIOT Institute of
Management Studies (GIMS), Greater Noida is a bonafide work undertaken during the period from
4th May to 4th June, by me and has not been submitted to any other University or Institution for the
award of any degree diploma/certificate or published any time before.

(Signature of the Student) Date: / / 2023

-------------------------------

Name: Gautam Kumar

Roll No.:00922DM052

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 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled “ Digital Marketing Strategy using
White Hat SEO Techniques in Digital Marveled PVT LTD” is the bonafide research work carried
out by Gautam Kumar; Enrolment No: - 922068, student of Post Graduate Diploma in Management
(PGDM), GNIOT Institute of Management Studies (GIMS), Greater Noida, in partial fulfillment of the
requirements for the Summer Internship Project Report for the award of Post Graduate Diploma in
Management (PGDM).

He has worked under my guidance.

I wish him success in all his future career endeavors.

___________________

Signature with Date

Dr. Meghna Singh

(Asst.Professor)

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 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to GNIOT Institute of Management Studies (GIMS),
Greater Noida for imparting me a valuable professional internship during the Post Graduate Diploma in
Management (PGDM) Program.

I pay my gratitude and sincere regards to Dr. Meghna Singh, my faculty mentor for guiding me and
helping me navigate through my summer internship work. I am thankful to him/ her as he/ she has been
a constant source of advice, motivation, and inspiration. I am also thankful to him/ her for giving his/ her
suggestions and encouragement throughout the project work.

I also thank my industry mentor, Mr. Aman for their constant support and guidance through the
period of my SIP without which this work would not have been possible.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library staff
for providing me an opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me with an environment, which enhanced my knowledge.

Date: / / 2023

Name: Gautam Kumar

Roll No.: 00922DM052

Course: PGDM (IV Trimester)

(Signature of the Student)

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 Abstract
This paper is about studying how certain techniques called "white hat" SEO can affect how high a
website appears in search results. It also looks at how content marketing can attract more people to visit
a website. The goal of the review is to combine and analyze previous research, articles, and reports from
different sources to fully understand important parts of digital marketing. This literature review explores
how white hat SEO techniques, content marketing strategies, organic search rankings, and website
traffic are connected. It summarizes important findings, points out areas where more research is needed,
and suggests potential directions for future studies.

The review starts by looking at how using good SEO techniques can affect how high a website appears
in search engine results. This text shows how important it is to use keywords in the right places on a
website to improve its ranking in search results. We also look at the importance of getting good links
from trusted websites to help improve how high your website appears in search results. Moreover, this
text emphasizes the significance of various on-page optimization aspects, such as title tags, meta
descriptions, URLs, and user experience, in affecting organic search rankings.

The review then explores how well content marketing helps bring more visitors to a website. Many
research studies show that good, useful, and interesting content brings in and keeps people on a website.
Blog posts, articles, videos, and visual content like infographics and videos that educate and inform
people have been proven to attract more visitors to a website. This text talks about how distribution
channels like social media, working with influencers, and sending marketing emails can help increase
the number of people who see content and bring more visitors to a website.

Additionally, we explore how white hat SEO techniques and content marketing are connected. Keyword
research and optimization are very important for making sure the content you create matches what users
are searching for and for improving your rankings in search engine results. We need to combine white
hat SEO techniques with content marketing strategies to create quality content that both search engines
and people will like. This text examines how link-building strategies can affect the rankings of websites
on search engines. It emphasizes the importance of getting high-quality backlinks through content
promotion and outreach campaigns.

The literature review concludes by pointing out areas where more research is needed and suggesting
ideas for future studies. Even though there is already some research, we still need to study more to see if

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certain white hat SEO techniques work well in different industries and for different groups of people.
We need to understand more about how changes in algorithms, user behavior, and technology affect
SEO (search engine optimization) and content marketing strategies. Furthermore, new developments
like improving voice search results, enhancing video visibility in search engines, and exploring the
effects of artificial intelligence offer interesting possibilities for future studies. More research is needed
to understand how making website content personalized, creating immersive website experiences, and
including user-generated content can impact the number of people visiting a website.

This research review helps us understand how using ethical SEO methods can affect how high a website
appears in search results, and how well content marketing can increase the number of people visiting a
website. This text helps us understand important things about digital marketing, like trends and gaps. It
also helps us know what areas need more research.

Keywords: - Digital Marketing, White Hat SEO, Black Hat SEO, Online Marketing Tool, User
Experience, SEO, Content Marketing

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 Executive Summary
This summary explains a plan to use ethical SEO methods to increase website visitors and make a
business more noticeable on the internet. White hat SEO means following the rules set by search engines
fairly and honestly so that people can find your website easily and have a good experience using it. This
plan uses different techniques to reach our goals, such as improving the website, creating engaging
content, getting links from other websites, and using social media.

Goals or Aims

• Improve how easily people find your website on search engines like Google: This means getting
your website higher up on the search results page when people search for specific words. As a
result, you'll get more people visiting your website without having to pay for ads.
• Get the right people to visit your website: Attract visitors who are likely to become potential
customers or leads. Establish the business as a leader in the industry by creating helpful and
informative content that gains trust and credibility.
• Make the website better: Make the way the website is organized, the way users can move around,
and the stuff on the website itself improved, so users can have a smooth and enjoyable time.
• Create measurable outcomes: Monitor important metrics like the amount of traffic from search
engines, the ranking of keywords, the rate of successful conversions, and the level of user
engagement to assess the effectiveness of the plan.

Summary of the Plan:

✓ The strategy overview provides a brief explanation of the plan. Do a thorough search to find
important words that are searched for a lot but don't have too many other websites using them.
Pay attention to longer and more specific keywords that match what the target audience is
searching for.
✓ On-Page Optimization means enhancing website pages by including appropriate keywords in
meta tags, headings, URLs, and content. Make the website faster to load, easier to use on mobile
devices, and simpler to navigate.

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 ✓ Content marketing means creating really good, helpful, and interesting content that matches what
the people you want to reach are interested in. Create and post blogs, articles, guides, and videos
that are tailored to specific keywords and easy to share on social media.
✓ Link building means getting good-quality links from websites that have authority and are related
to your website. Participate in community efforts, write for other blogs, and share your content to
create a varied and genuine collection of links.
✓ Use social media platforms to share helpful information, interact with your target audience, and
increase your brand's visibility. Promote people sharing on social media and create content to
make more people aware of your brand.
✓ Technical SEO involves checking your website regularly to find and resolve any problems that
could make it difficult for search engines to properly analyze and list your pages. Make the
website structure better, use XML sitemaps and robots. txt, and schema markup.
✓ Implement strategies to attract local customers through online searches in specific geographic
areas. Improve your Google My Business profile, list on local directories, and get good reviews.
✓ Use tools to analyze data from websites to keep track of important measurements, see how things
are progressing, and find ways to make things better. Change the plan according to information
from data analysis.

Creating a digital marketing plan that uses honest and ethical SEO techniques will help increase the
number of people who visit your website naturally, improve your online presence, and establish your
brand as a reputable authority. This strategy aims to achieve long-lasting success and steady growth by
using on-page optimization, content marketing, link building, and social media engagement. Monitoring
and analyzing important measurements all the time will give helpful information for improving the plan
and getting the best outcomes.

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ix
x
 Table of Content
Index. No Index Page no

1. INTRODUCTION
1.1. Understanding Digital Marketing Strategy
1.2 Introduction to White Hat SEO Techniques 1-15
1.3. Components of White Hat SEO Techniques
1.4. Integration of White Hat SEO Techniques in Digital Marketing
Strategy at Digital Marveled PVT LTD
1.5. Business Development using online marketing

2. Organization Information (Industry and Company profile)

16-21
3.
REVIEW Of LITERATURE 22-31

RESEARCH METHODOLOGIES
4. 4.1Objective of the study
4.2Sources of data
4.3Sample size
4.4Methods of data collection 32-33
4.5 Instrument used
4.6 Research Design Tools and Techniques of Analysis

5. DATA ANALYSIS & INTERPRETATION 34-64

6. CONCLUSIONS, IMPLICATIONS, AND 65-68

RECOMMENDATIONS
7. 68-75
REFERENCES, APPENDICES& ANNEXURE

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 I. Introduction
I worked as a Sales and Marketing Intern at DMarvelled company. My project was to understand how
digital platforms affect online reading and publishing websites. The goal of this project was to learn
about online reading websites and how they attract customers. In this report, I have collaborated with
DMarveled, a website that allows people to read books, magazines, comics, and other similar things
online. Online and offline.

The project is divided into three main parts:

✓ sales and lead generation,

✓ content writing, and

✓ market research, and business analysis.

In addition to the project, I also learned about the basics of digital marketing, social media marketing,
search engine optimization, and content marketing. In the digital age, online content is available to every
consumer. The project looks at how people use and like newspapers, magazines, comics, books, and
journals that are all available on one platform. Digital marketing is a way to connect with people. It's
when businesses promote their products or services using the internet, mobile phones, or other digital
platforms. Computerized advertising has changed how businesses and organizations use technology to
promote themselves. It has become more common and effective with the use of new technologies and
more people using digital devices instead of physical stores

Digital marketing is very important for businesses to be successful in today's world which is filled with
technology. One important part of digital marketing is Search Engine Optimization (SEO). It helps
increase visibility online, bring in natural visitors, and improve rankings on search engine result pages.
In this situation, Digital Marveled PVT LTD understands the importance of using ethical SEO methods
to create a strong online marketing plan

Digital marketing is very important for businesses to be successful in today's world which is filled with
technology. One important part of digital marketing is Search Engine Optimization (SEO). It helps
increase visibility online, bring in natural visitors, and improve rankings on search engine result pages

1
In this situation, Digital Marveled PVT LTD understands the importance of using ethical SEO methods
to create a strong online marketing plan.

Digital marketing strategy means having a detailed plan on how a company or organization will use
different online methods and channels to reach its marketing goals. This means using different websites
like search engines, social media, email, and paid ads to reach and connect with the right people, make
more people know about the brand, get more potential customers, and increase sales.

A digital marketing strategy is important because it gives businesses a clear plan to do well in the online
world. It helps them know where to go and how to get there. A clear plan helps businesses smartly use
their resources, make smart choices, and get the most out of their marketing. In the modern age of
technology, businesses need to have a strong digital marketing plan to stay competitive, reach more
people, and connect with their desired customers effectively.

1.1) Understanding Digital Marketing Strategy: -

Advanced promoting technique alludes to a comprehensive arrangement that traces how a commerce or
organization will use advanced channels and stages to attain its promoting objectives. It includes
recognizing target gatherings of people, selecting the fitting advanced promoting strategies, distributing
assets, and characterizing the key execution markers (KPIs) to a degree of victory.

The significance of having a well-defined computerized showcasing methodology cannot be

exaggerated in today's profoundly competitive computerized scene. Without a clear technique,
businesses chance squandering assets, losing openings, and falling flat to viably lock in their target
gathering of people. A well-crafted computerized showcasing methodology gives a guide for victory,
guaranteeing that promoting endeavors are adjusted with trade destinations and conveying quantifiable
comes about Advanced promoting technique alludes to a comprehensive arrange that traces how a
commerce or organization will use advanced channels and stages to attain its promoting objectives. It
includes recognizing target gatherings of people, selecting the fitting advanced promoting strategies,
distributing assets, and characterizing the key execution markers (KPIs) to a degree of victory.

A). Components of a Digital Marketing Strategy: -

➢ Defining Objectives: - The primary step in creating an advanced promoting technique is to

characterize the goals and objectives that the trade needs to realize. These targets may

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 incorporate expanding brand mindfulness, driving site activity, producing leads, moving forward
client engagement, or expanding online deals. The primary step in creating an advanced
promoting technique is to characterize the goals and objectives that the trade needs to realize.
These targets may incorporate expanding brand mindfulness, driving site activity, producing
leads, moving forward client engagement, or expanding online deals.
➢ Identifying Target Audience: - Understanding the target gathering of people is basic for
successful computerized showcasing. Businesses got to distinguish their perfect clients, conduct
showcase inquiries about them, and make buyer personas to direct their marketing efforts. This
makes a difference in fitting messages and selecting the correct channels to reach and lock in the
target group of onlookers.
➢ Choosing Digital Marketing Channels: - Computerized promoting includes different
channels and stages, counting look motors, social media, e-mail promoting, substance promoting,
paid publicizing, and more. Businesses ought to evaluate which channels are most significant to
their target group of onlookers and adjust with their showcasing destinations.
➢ Content Strategy: - Content is very important in digital marketing. Creating a content
strategy means making content that is useful, relevant, and interesting to the people you want to
reach. Content can be different things like blog posts, articles, videos, pictures with information,
detailed reports, or posts on social media. The plan should consist of making, spreading, and
improving content on different platforms.
➢ Search Engine Optimization (SEO): - SEO is about making a website easier to find on
search engines and getting higher rankings in the search results. This means making changes to
your website to make it more attractive and easier for people to find when they are searching for
things online. SEO strategies involve finding and using the right words, improving web pages,
creating links, and keeping track of website data.
➢ Social Media Strategy: - Social media has gotten to be a fundamental portion of advanced
showcasing. Creating a social media procedure includes selecting the fitting social media stages,
making compelling substance, locking in with the group of onlookers, and analyzing social
media measurements to track execution and alter methodologies appropriately.
➢ Paid Advertising: - Paid advertising allows businesses to reach a wider audience through
platforms like Google Ads, social media ads, display advertising, and more. Developing a paid

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 advertising strategy involves defining campaign objectives, selecting the right ad formats,
targeting the desired audience, and monitoring campaign performance to optimize results.
➢ Analytics and Measurement: - Estimation and analytics are basic for assessing the
viability of an advanced promoting methodology. Key measurements such as site activity,
transformations, engagement rates, and ROI ought to be followed and analyzed utilizing devices
like Google Analytics. This information makes a difference in business getting what is working
and making data-driven choices to progress showcasing endeavors.
➢ Budgeting and Resource Allocation: - A digital marketing strategy needs to have a plan
for how the money will be spent on different ways to promote and advertise. This makes sure
that resources are used well and that the plan stays consistent with the overall budget for
marketing.

By understanding and executing a well-defined advanced showcasing methodology, businesses can

successfully use computerized channels to reach and lock in their target group of onlookers, drive trade
development, and accomplish their showcasing targets. It permits businesses to adjust to the ever-
evolving computerized scene and remain ahead of the competition.

B). Objectives and Goals of a Digital Marketing Strategy: -

1. Increasing Brand Awareness: A digital marketing strategy may aim to enhance brand
visibility, recognition, and recall among the target audience. This objective focuses on expanding
the reach of the brand and establishing a strong online presence.
2. Driving Website Traffic: Increasing website traffic is often a primary goal of digital
marketing strategies. By attracting more visitors to their websites, businesses can expand their
potential customer base and create opportunities for engagement and conversions.
3. Generating Leads and Conversions: Digital marketing strategies often aim to capture
leads and convert them into customers or clients. This objective involves implementing tactics to
encourage website visitors to take specific actions, such as filling out forms, subscribing to
newsletters, or making purchases.
4. Building Customer Engagement and Loyalty: Building long-term relationships with
customers is essential for business success. Digital marketing strategies can focus on fostering

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 engagement, providing valuable content, and cultivating loyalty among existing customers to
drive repeat business and advocacy.

1.2) Introduction to White Hat SEO Techniques: -

White hat SEO means using good and honest methods to improve a website's ranking on search engines.
These methods follow the rules set by search engines. This is about making a website easier to find on
search engines by focusing on what users want, having good content, and following the rules. White hat
SEO is important because it can be relied on for a long time and is seen as trustworthy. By using ethical
SEO methods, companies can create a strong online presence, bring in natural visitors, and uphold a
good reputation with search engines and users.

A. Differentiating White Hat SEO from Black Hat SEO: -

1. White Hat SEO: - White hat SEO means following the rules set by search engines and using
honest methods to make a website better. This text is about making sure users find value in a
website by creating great content, making the website run well, and getting other websites to link
to it naturally. Some examples of white hat techniques are looking for the right words to use,
improving the content on a webpage, creating good links, and designing websites that are easy
for people to use. White hat SEO seeks to achieve long-term success by providing users with
useful and appropriate content to improve search rankings.
2. Black Hat SEO: - Black hat SEO means using unfair methods to trick search engines and get
a higher position in the rankings. These methods often go against the rules of search engines and
can lead to punishments or even having a website removed from search engine results. Some
examples of black hat techniques are putting too many keywords on a website, hiding text on a
page, disguising content, and building spam links. Black hat SEO is a strategy that only cares
about getting quick results, even if it means ignoring the needs of users or creating low-quality
content.
B. Ethical Considerations in White Hat SEO Implementation: -

When implementing white hat SEO techniques, ethical considerations are essential to ensure a
sustainable and trustworthy online presence. These considerations include: -

5
 1. Following Search Engine Guidelines: - White cap SEO includes following the rules set
by look motors, such as Google's Webmaster Rules. This implies maintaining a strategic distance
from strategies that will be considered manipulative or beguiling.
2. Providing Value to Users: - White hat SEO techniques are focused on providing useful
information and a good experience to users. This means making good and useful content that is
suited to the people you want to reach. When designing and making websites better, it is
important to focus on how users will experience, use easily, and access them.
3. Building Organic Backlinks: - White hat SEO emphasizes natural and organic link
building. This involves earning backlinks from reputable and relevant sources through valuable
content and genuine relationships. Avoiding practices like buying links or participating in link
schemes is crucial.
4. Transparency and Honesty: - Good white hat SEO needs to be open and truthful in all
parts of improving a website. This means you have to make sure that the website's content,
products, or services are described accurately using clear and descriptive tags and headings. You
should also avoid doing anything misleading.
5. Respecting Intellectual Property: - White hat SEO means following the rules and not
copying or stealing other people's work. This means giving credit to the original creator of
something, not copying someone else's work without permission, and only using materials that
are allowed to be used.

By considering these ethical aspects, businesses can ensure that their white hat SEO efforts align with
industry standards, provide a positive user experience, and maintain a reputable online presence that
search engines and users trust.

1.3 Components of White Hat SEO Techniques: -

❖ Keyword Research and Optimization: - Keyword research is when you find the important
words and phrases that people usually look for. Digital Marveled PVT LTD carefully researches
the words used by their target audience when searching online to understand what they are
looking for. They then modify the content on their website to make it more appealing and
relevant to those searching for it. They use different tools and methods to find popular words
with less competition and put them in their website's tags, titles, addresses, and content.

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 ❖ Content Creation and Optimization: - Digital Marveled PVT LTD understands the value of
making great content that is interesting and useful for the people they want to reach. They make
a plan to create different types of content like blog posts, articles, videos, and pictures to get
people interested and involved. They make their content better by including important words,
using clear headings, organizing the content so it is easy to read, and using the right format.
❖ Link Building: - Link building is when you get really good links from other trustworthy
websites. Digital Marveled PVT LTD knows how important it is to create a strong and organic
backlink profile. They use methods like writing articles for other websites, creating content that
people want to share, contacting influential people in their industry, and being active in online
communities that are relevant to what they do. This helps them get high-quality links to their
website. They value quality more than quantity and do not engage in spammy methods of
building links.
❖ Technical SEO: - Digital Marveled PVT LTD focuses on technical SEO elements to enhance
their website's ability to be scanned by search engines, indexed in search results, and perform
well overall. They make sure the website is easy to navigate and loads quickly. They add special
information to help search engines understand the website better. They fix any technical
problems that might make it hard for search engines to find the website.
❖ User Experience and Engagement: - Digital Marveled PVT LTD knows how significant it is to
make sure that people and search engines have a good experience on our website. They
specialize in creating websites that are easy for users to navigate, with clear menus and easy-to-
understand layouts that work well on mobile devices. They make websites look good, load
quickly, make people interact with them, and make sure everyone can use them, even if they
have disabilities.

1.4 Integration of White Hat SEO Techniques in Digital Marketing Strategy at

Digital Marveled PVT LTD: -

a. Setting clear SEO objectives adjusted with commerce targets: - Computerized Marveled
PVT LTD sets particular and quantifiable SEO objectives that adjust with their by and large
commerce targets. These objectives may incorporate expanding natural look activity by a certain
rate, accomplishing higher look motor rankings focused on catchphrases, or moving forward
transformation rates from natural activity.

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 b. Conducting comprehensive site reviews and examinations: - To distinguish zones for change,
Advanced Marveled PVT LTD conducts standard site reviews and examinations. They evaluate
different SEO components such as location structure, substance quality, watchword optimization,
backlink profile, specialized issues, and client involvement. Based on the discoveries, they make
data-driven choices to optimize their site for way better execution.
c. Creating customized SEO methodologies and activity plans: - Advanced Marveled PVT LTD
creates customized SEO methodologies and activity plans based on their particular objectives
and target group of onlookers. They prioritize the components of white cap SEO methods talked
about prior and make a guide for actualizing and measuring the adequacy of these
methodologies.
d. Observing, measuring, and optimizing SEO execution: - Advanced Marveled PVT LTD
persistently screens and measures the execution of their SEO endeavors. They utilize different
analytics devices to track site activity, catchphrase rankings, transformation rates, bounce rates,
and other significant measurements. By analyzing this information, they recognize ranges that
require optimization and make essential alterations to make strides in their SEO execution.
e. Remaining up-to-date with industry patterns and calculation overhauls: - Computerized
Marveled PVT LTD recognizes the energetic nature of the advanced showcasing scene and the
steady overhauls in look motor calculations. They remain side by side with industry patterns and
calculation changes to guarantee their white cap SEO methods are adjusted with the most recent
best hones. They adjust their procedures in like manner to preserve their website's permeability
and rankings in look motor comes about.

Computerized Marveled PVT LTD's advanced showcasing technique envelops different components of
white cap SEO procedures. By actualizing moral hones, conducting exhaustive inquiries about,
optimizing their site and substance, building high-quality backlinks, centering on specialized angles, and
prioritizing client experience, Digital Marveled points to attain long-term victory and set up a solid
online nearness in their industry

1.5 Business Development using online marketing: -

Selling ability and the success of a business rely on how much the market grows. Rewrite: The quickly
increasing strength of a process, the skill of selling, and communicating within a company are quickly
forgotten.

8
Mostly means mainly or for the most part. Nowadays, businesses are using different methods to
advertise their products or services.

Goods or products being sold. means like print ads, TV commercials, and direct mail. With the advent of
the internet, businesses now have another avenue to promote their products. They can use websites,
social media, and online advertisements to reach a wider audience.

Marketing strategies are plans or tactics that businesses use to promote and sell their products or
services. but now everything has changed a lot. If something is true or false. Everyone, whether big or
small, wants to promote their business through advertisements. The net has proven to be one of the
cheapest and most cost-effective methods in which To advertise a product or service.

The new economic era, which is characterized by online shopping, will greatly influence people. Being
alive and growing. In simpler terms, companies have to be forced to complete their advertising
strategies. To meet the goal of expanding the global market presence, as well as enhancing their share in
it. Fight and competition in businesses. There is no other platform like the Internet that can offer you
such a wide range of opportunities.

It is beneficial to showcase your product or service to a wide audience. If not, you won't attract a lot of
visitors to your website. A web is a network of interconnected threads or strands that form a structure. It
can be made of various materials and is commonly used by spiders to catch prey.

Traffic is very important for your website to work on the internet. Websites are web pages on the
internet that you can visit to find information or do certain activities. Websites that are getting a lot of
visitors and good quality traffic are making good money. If your electronic device, like a phone or
computer, stops working, it might be because the software or operating system is not functioning
properly. In this case, you may need to reset or reinstall the software to fix the issue.

If a computer gets a lot of people visiting it, and those people are likely to become customers, then the
number of customers will increase. When you work hard, you will receive many opportunities to do
business with others. In recent years, writing articles on the Internet has become popular. The world
offers many opportunities for businesses to reach their goals and be successful.

9
 a) Digital marketing using online marketing tools: -

Individuals everywhere on the planet use the net to attach, share data, and access numerous services and
platforms. it's become a necessary part of our everyday lives, permitting North American nations to
speak, collaborate, and learn in ways that were antecedently not possible. "Years" refers to the time
duration that is composed of 12 months. daily basis There square measure several reasons why folks
square measure hooked into the net. First, it provides simple access to info and information. folks will
simply browse the online to search out answers to their queries or gain information on a spread of topics.
Second, the net permits folks to attach and talk with others no matter their location. Social media
platforms and electronic communication apps permit folks to remain connected with friends and family,
and still build new relationships with individuals from everywhere on the planet. Third, the net offers
several recreation choices. folks will stream movies and shows, hear music, play games, and even
participate in online communities. Overall, the net has become a necessary part of people's lives,
providing them with data, communication, and recreation opportunities. Every day The number of
people using the Internet is increasing rapidly in countries like China. India, Brasilia, and Japan in
Eastern Europe. On the other hand, the internet connections provided for special occasions have become
common in the developed countries of North America, Europe, and South-East Asia. These two
important changes in recent years have caused many new trends in the way people use the Internet for
business. happen companies to extend their business and reach a larger audience. Big companies such as
Google, Microsoft, and Yahoo.

Fig. 1.01: - DIGITAL MARKETING

https://www.indiamart.com/proddetail/social-media-solutions-16697196462.html

10
Furthermore, the internet provides helpful options for reducing the cost of different advertising.
Strategies are becoming more important because of global financial and economic issues.

The condition means the state or situation that something is in. This writing mainly focuses on analyzing
current trends in the field of work. Advancements in internet advertising. The use of the Internet as a
unique business tool is widespread and has many benefits. New ways of doing business are called net or
online marketing. Using the internet to offer services or products is called net, online, web, or simply
using the internet.

Advertising or encouraging. increased globally Over the last ten years, it has become extremely
exaggerated. website The more web traffic a website receives, the more potential customers it can reach.
This is important because the goal of network marketing is to promote a product or service and attract
people who might be interested in it. By increasing web traffic, the chances of finding new customers
and making sales also increase. Reworded: A specific system that processes information is used to target
people and manipulate them into buying products. Services include providing promotions of any kind,
such as online advertising campaigns.

b) Business-to-business digital marketing process: -

This means the sale or exchange of products or services between businesses; many transactions are done
online through websites and other digital platforms. These online transactions can occur between
businesses located in different parts of the world and can involve the buying and selling of various
goods and services. However, it is important to note that while online transactions may be convenient
and efficient, they do not provide the same personal interaction and opportunity for negotiation as face-
to-face transactions.

The step is just one part of a series of actions and behaviors that customers do before and after the event.
Selling something phrases, it's important to create a positive and beneficial experience for them. It is
important to ensure that their interaction with your firm is fulfilling and leaves them with a favorable
impression. In simple terms, when you communicate with someone, there are different ways you can
interact with them. Your objective is to guide them toward making a purchase. Also called In simple
terms, the journey of a typical business-to-business shopper goes from not knowing about a product to
eventually buying it.

11
By using a retardant, you can become a supporter of your business. This means just Selling a product
that already exists while using advertising methods to persuade people to buy it. The possibility of
selling a lot. An orientation like this could be a good fit for a situation where a company. This text can
be simplified as keeping or selling products that are not selling well or selling a product that is very
popular and unlikely to change shortly. Customers are not buying as much as before. The main source of
profit was the act of selling different methods or products. The idea of mercantilism was developed up to
the present day The idea of mercantilism is the most commonly used in modern times. Mercantilism
refers to a system that focuses on a country's economic policies and practices aimed at accumulating
wealth through international trade.

It focuses on how businesses must meet the needs of consumers in their financial activities. Rewrite:
The center's main goal is to effectively meet customer needs to achieve success. Business goals for
staying in operation, expanding, and making money. Many companies have confirmed and approved its
validity through their own experiences. is necessary to rephrase this text for me to understand how best
to simplify it. This means creating new products or changing existing ones to match what new shoppers
like. It is great news that the company's department is working to create a new product. The product is
designed to match the information given, so we will use advertising techniques to make customers
understand and like it. Some products are available for sale. This idea of mercantilism supports the
importance of understanding customers properly. Choice and shopper sovereignty mean that consumers
have the power to make decisions and be in control of their own shopping experiences.

Fig.1.02: -B2B Digital Marketing

https://newoldstamp.com/blog/how-to-create-super-effective-pull-through-sales-strategy-and-get-the-
most-of-it-to-skyrocket-your-business/

12
Marketing is becoming the main focus of advertising. As a result of the internet becoming more popular
Being a part of life, customers are requesting more and more complex things. text and make it more
interesting by adding variety, excitement, or new elements. Traditional promoting is a method that
focuses on dividing customers into groups, targeting specific groups, and promoting products based on
the unique characteristics of each group. It involves distinguishing the product from competitors and
positioning it in the market. The success of traditional promoting relies on factors such as the product
itself and its price, as well as how all these elements work together. Consumer relationship management
refers to the strategies and techniques that businesses use to build and maintain positive relationships
with their customers. the internet, to promote products and services online. You can find eBay and
Amazon. com, apple com or Google websites everywhere in the world. They enjoy the ease and time-
saving. Instead of searching for the items they have by moving around. Dynamic promoting is a form of
advertising that is supported or endorsed. To grow and improve online marketing to meet the needs of
our customers now. Also, for every big company or organization In this new century, it is important to
pay attention to e-marketing and not ignore its significance. Companies must take it seriously to
succeed. Stay alive Right now, you have a good understanding of the main parts of a digital commerce
strategy. That's all for the basics of digital marketing. You need experts who are experienced. In every
online business, such as social media selling or email commerce, there are intricate details that need to
be taken care of. In a field that is constantly expanding, the main problem for many businesses is that it
has many different aspects. Just a short message, we have attempted to give you the overall picture here,
but it may not be clear. A detailed overview of everything about online business.

In today's digital world, businesses must have a strong online presence to be successful. To be
successful, it is important to have a good online marketing plan that follows ethical and effective search
engine optimization methods. White hat SEO means following the rules set by search engines to
improve how easily people can find a website through online searches. It's all about using honest
methods to attract the right audience and make the website user-friendly. This review of books and
articles looks at how using good SEO techniques in online marketing can be effective and beneficial.

What are White Hat SEO Techniques and How Do They Affect Us?

Many studies show that using good SEO techniques can help your website get better rankings on search
engines and bring in more visitors naturally. Lee and the others In 2019, it was found that when websites
used good SEO techniques like creating useful content and building links, they ranked higher on search

13
engines. They strongly believe that behaving ethically leads to positive and lasting outcomes in the long
run, and it also ensures that users have good experiences. Similarly, Ahmed and his colleagues. In 2018,
it was discovered that using good SEO techniques can increase how easily people find your website on
search engines and can bring in more people who are interested in what you have to offer.

On-page optimization refers to the process of making adjustments to your website to improve its
visibility and ranking on search engines: - This involves tasks such as optimizing your website's
content, title tags, meta descriptions, and URLs to make them more relevant and appealing to search
engines. By implementing on-page optimization techniques, you increase the chances of your website
appearing higher in search engine results pages and attracting more organic traffic.

On-page optimization is important for improving web pages for search engines: - In their research,
Kim and Kumar (2017) study how certain things on a webpage, like using the right keywords, adding
meta tags, and organizing the URL, can affect where the webpage shows up in search engine results.
The results show that web pages that are well-optimized and have relevant keywords and user-friendly
elements can help increase how often they appear in search engine results. They recommend looking for
important words, making the content better, and making sure the HTML structure is correct to make the
webpage better.

Content marketing is a strategy that involves creating and sharing valuable and relevant content to
attract and engage a target audience.

Link building is the practice of acquiring hyperlinks from other websites to increase a website's
visibility and credibility.

Content marketing and link building are very important parts of ethical SEO: - Saeed and his
colleagues In 2018, it was shown that having good, useful content is very important for getting people to
visit your website naturally and getting links from trusted websites. They stress that it's important to
have content that is valuable and interesting, and that matches what the user wants. Also, the researchers
Park and colleagues. A study in 2020 found that making good blog posts, infographics, and videos can
improve how easily people find your website on search engines. It also helps people stay interested and
engaged with your content.

Link building is an important part of white hat SEO: - Gherghinescu and Coman (2019) found that it
is very important to get good backlinks from well-known websites. They talk about how important it is

14
to reach out to people, write articles as a guest on someone else's blog, and promote your content to
create a variety of different links that look natural. Quality backlinks show search engines that a website
is trusted and related to the topic, which leads to a better position in search results and more people
visiting the site naturally. Social media engagement is when people interact or participate with content
on social media platforms.

Adding social media platforms to a white hat SEO strategy has become very popular: - Hu and his
colleagues In 2018, researchers looked at how using social media affects how high a website appears in
search results without paying for advertising. They discovered that when people consistently use social
media and engage with others, it helps them show up more frequently in search engine results. Using
social media platforms can make your brand more visible, bring more people to your website, and
improve your presence on the internet. Furthermore, when users create and share content on social
platforms, it can lead to more interaction and better visibility on search engines. User experience refers
to how users interact with a website or application, and how easily they can find and use the information
or features they need.

Technical SEO involves optimizing a website's technical aspects to improve its search engine
rankings and visibility: - The way users feel when they visit a website is very important for effective
search engine optimization (SEO) strategies. Islam et al. refers to a group of researchers or authors, who
have collectively worked on a particular topic or study. In 2020, the importance of website loading
quickly, being easy to use on mobile devices, and having easy navigation for users became very clear.
These things help to improve the experience people have on a website and help the website rank higher
in search engine results. They say it's important to regularly check a website for problems that could
make it work slower or not work well. Improving the way, a website is set up, adding special coding,
and making it work well on mobile devices all make the website easier to use and more likely to show
up in search engine results.

Local SEO is the practice of optimizing your website and online presence to improve your
visibility in local search results: - It involves creating accurate and consistent business listings, getting
positive customer reviews, and optimizing your website for local keywords. The goal is to rank higher in
searches performed by people in your area, so you can attract more local customers to your business.

15
 II. Organization Information
(Industry and Company profile)
Key Milestone: - Able to move large audiences from physical to digital platforms.

Board of Directors: - Amrita Sinha

Introduction: -

Digital Marvelled is a website where you can read and publish content on the internet. Read digital
versions of newspapers, magazines, books, comic books, and more. Online means connected to the
internet or using the internet. Offline means not connected to the internet or not using the internet. It
offers great reading material for the web, phones, and tablets. This platform has a collection of popular
newspapers, magazines, comics, books, and journals. Read articles from top Indian newspapers, popular
magazines, and well-liked comic books.

The languages that are included are English, Hindi, Marathi, Malayalam, Tamil, Telugu, Punjabi,
Gujarati, and Kannada. Magazines are publications that contain popular and well-known brands. They
cover a wide range of topics like news, Bollywood, entertainment, health, art, architecture, automotive,
and others.

Some of these magazines, books, and comics are no longer being printed, so the only way to read them
is through Digital Marveled. Our collection of eBooks includes many interesting books from popular
publishers that are also bestsellers on their own. This includes different kinds of books that are taught in
school, books for kids, books about health and wellness, astrology, novels, and books about personal and
professional growth and management, to name a few.

Digital Marveled offers a website where users can display their creative work. People who use the
platform can put their work (like a poem, story, blog, research paper, or painting) online and promote it.

Digital Marveled Private Limited is an unlisted private company incorporated on 20 July 2021. It is
classified as a private limited company and is located in Ghaziabad, Uttar Pradesh. Its authorized share
capital is INR 5.00 lac and the total paid-up capital is INR 50,000.00

16
Digital Marveled Private Limited is an Indian private company incorporated on 20/07/2021 and its
registered office address is A-29, SHITAL VIHAR, SECTOR 62A, Uttar Pradesh, India. The current
age of the company as per its registration date is 2 Years and is classified as a Non-govt company.

Digital Marveled Private Limited is officially registered at the Registrar of Companies in Kanpur in the
year 2021. The company's contact information is given in the contact section of its website. You can
also reach out to them by filling out the request for quote form on their website.

Vision: - To reinvent how people share knowledge, tell stories, and inspire their audiences to act and
also to be updated on what is going on in the world behind us.

Mission: - To be the world's most loved, most efficient, and most economical platform for
reading material.

Goals and Objective: - To reach a larger audience and to reduce the use of papers. To move readers
from physical to digital mode.

The unique selling point of Digital Marveled.

❖ You can read lots of different things like magazines, newspapers, and books all in one place.
❖ You can use the same subscription to access it on different devices at the same time.
❖ Users can write blogs, stories, and poems on the platform using their names without having to
pay anything extra.
❖ Users can both read and download all contents in pdf format. There is customer support available
for users at all times, 24 hours a day, 7 days a week.

Product and Services offered: -

Digital Marveled is an online reading & publishing hub. Read e-paper, magazines, books, comics, etc.
online & offline. It provides the best content for reading on web, Mobile, and Tablet Devices. It includes
popular News Papers, Magazines, Comics, Books & Journals, all within the same platform. Read
content from some of the premier newspapers of India, most read magazines and popular comics.

17
Home Page: -

Fig2.01

The main page of Digital Marveled allows users to easily access all its features using a single menu bar.
The search bar at the top of the page helps you find and discover all the information available on the
website. The user can easily go to the main page by clicking on the “Home” button and learn about the
company by clicking on the “About Us” button. The website allows you to read different types of
written material like newspapers, magazines, books, poems, and blogs. You can also write your poems,
stories, and blogs on the website. Building good relationships with customers has been a big reason for
the company's success. Providing users with a personalized experience helps them trust each other more.
Digital Marveled has a way for its users to write and review their products. You can do this by clicking
on the “Contact Us” link.

Digital Marveled allows users to choose from a wide range of reading materials, including newspapers,
magazines, books, poems, and blogs. I was asked to find potential customers interested in the products
and services offered by DMarveled. After learning about the group of people who prefer to read online
because they don’t have much time or travel often, I spoke with 25 potential customers who also enjoy
reading online. From those conversations, I convinced one customer to purchase a subscription that costs
Rs. N The cost for a three-month subscription is only 1049 rupees. Here are the products that were
shown on the website. The three-month subscription will let you use all the features and services on the
website

18
Newspaper: -

Fig2.02

Users can buy newspaper subscriptions for a low price to have access to them. Newspapers come in
different languages like Hindi, English, Marathi, Bengali, Telegu, and Malayalam. The people can read
articles from newspapers like The Economic Times, Deccan Chronicles, Lokmat, and more

Magazines: -

Fig2.03

The magazines come in Hindi and English versions. To make it easier for users to find what they're
looking for, the products are sorted into different groups like Animals, Auto & Moto, Fashion &
Lifestyle, Finance & Business, Fitness & Health, Food, Diet & Cooking, History, Interiors, Designs &
Homes, Photography, Photoshop & Painting, Sports, Technology & Science, Travel, Tourism &
Outdoor.

19
Fashion & Lifestyle: -

Fig2.04

Fig2.05

Organizational Structure: -

Executive Level: - CEO/President: The top-level executive responsible for overall company strategy
and decision-making. CMO (Chief Marketing Officer)/Director of Marketing: Responsible for
developing and implementing the company's marketing strategies, and overseeing all marketing
activities.

Management Level: - Marketing Managers/Team Leads: Responsible for managing specific marketing
teams or campaigns, setting goals, and ensuring successful execution.

Sales Managers/Team Leads: - Oversee sales teams, set targets, and drive revenue generation through
marketing efforts.

20
Business Development Manager: - Focuses on identifying and pursuing new business opportunities,
building partnerships, and expanding client base.

Analytics Manager: - Collects and analyzes marketing data to measure performance, optimize
campaigns, and provide insights for decision-making.

Marketing Teams: -

SEO (Search Engine Optimization) Team: - Focuses on optimizing websites and content to improve
organic search rankings and drive traffic. SEM (Search Engine Marketing) Team: - Manages paid search
campaigns, including keyword research, ad creation, and bid management.

Social Media Team: - Handles social media marketing, content creation, community management, and
engagement across various platforms.

Content Marketing Team: - Creates and manages content strategies, including blog posts, articles,
videos, infographics, and more.

21
 III. Review of Literature
The literature review section gives a detailed summary of previous research and academic articles about
how white hat SEO techniques affect search rankings and how content marketing can increase website
visits. This part of the text will look at different studies to find important information, patterns, and areas
where more research is needed.

More and more books and articles are being written about how well white hat SEO techniques work. A
research by Ahrefs discovered that websites which use ethical SEO methods usually achieve better
rankings in search engine results compared to websites that use unethical SEO methods. The research
also discovered that using ethical SEO methods can boost the number of people visiting a website from
search engines by as much as 200%.

Another research done by Moz discovered that making improvements to a webpage can greatly affect
how easily it can be found in search engine results. The research discovered that websites that make
their content better for important words can make their rankings go up by as much as 50%.

Content marketing is a method of SEO that is helpful and follows the rules. Research by HubSpot
discovered that content marketing can boost the number of visitors to a website by as much as 120%.
The research also discovered that using content marketing can make more people aware of a brand and
engage with customers better.

Link building is another important technique in search engine optimization that follows ethical
guidelines. A research by Backlinko discovered that websites with more links leading to them generally
appear higher in search engine results. The research also showed that when a website has links from
trustworthy and reputable websites, it can greatly improve its rankings.

On-Page Optimization is the process of making changes to a website in order to improve its visibility
on search engines. This includes actions like optimizing keywords, improving meta tags, and organizing
content in a user-friendly manner.

On-page optimization means improving a website's content and structure to make it more visible to
search engines. This includes finding the right words to use, making the title more effective, improving
the short text about the page, and making links within the website.

22
Keyword research is finding and choosing the words that people type into search engines when they
are looking for something online. After you find the words, you want to focus on, you can make your
content better by using those words in a way that sounds normal.

Title tag optimization means making the title tag of a web page better for search engines. The title tag
is the text you see in the search engine results page. It's important to make sure it matches the content of
the page and includes the keywords you want to target.

Meta description optimization means making the meta description of a web page better for search
engines. The meta description is a small piece of text that shows up underneath the title in search engine
results. It's important to have a relevant and keyword-rich description that matches the content of the
webpage.

Internal linking means that within one page on your website, you include links to other pages on the
same website. Internal linking makes it easier to move around your website and can also make your SEO
better.

Content marketing refers to the strategic creation and distribution of valuable content to attract and
engage a targeted audience.

Content marketing is when you make and share really good content to get and keep an audience. This
information can be in the form of blogs, articles, pictures, videos, or any other kind of content that is
suitable for the people you want to reach.

Content marketing is a helpful method to boost your SEO because it attracts people to your website who
are already interested in the topics you write about. This means that people are more likely to click on
your links and go to your website, which can help improve your rankings in search engine results.

Link building is the process of getting other websites to link to your website. This is important because
search engines like Google value the quantity and quality of links pointing to your site. The more
reputable and relevant websites that link to you, the higher your website will rank in search results.

Link building means getting other websites to put a link to your website on their site. Links let search
engines know that a website is reliable and important, which can greatly affect your SEO.

23
There are different ways to create links, such as writing blogs for other websites, using social media, and
reaching out to others. Guest blogging is a good way to create connections by writing and publishing
content on websites that are related to the people you want to reach. Social media is a good way to share
your content with many people and create links. Outreach means contacting other websites and
requesting them to put a link to your website.

White Hat SEO Techniques and Organic Search Rankings: -

White Hat SEO Techniques are ethical and legitimate strategies used to improve a website's visibility
and search engine rankings. These techniques follow search engine guidelines and focus on creating
high-quality and valuable content, optimizing website structure and design, and building genuine and
natural backlinks. By using these techniques, websites can achieve organic search rankings, which
means they appear on search engine results pages based on their relevance and quality, rather than
through paid advertisements.

Many research studies have looked at how using ethical SEO strategies can affect how high a website
appears in search engine results. The research was done by a team led by Smith and his colleagues.
In 2018, the importance of using the right keywords to improve how often your website appears in
search engine results became very clear. This shows that using well-researched and strategically
placed words in website content and headings can help improve rankings on search engines.
Additionally, Brown and Jones (2019) discovered that when you build links to your website,
especially from reputable sources, it helps your website appear higher in search results.

Furthermore, factors related to making improvements on a web page have been proven to affect how
high a website appears in search results that are not paid for. The study was conducted by Johnson and
his colleagues. A study in 2020 found that improving parts of a website like the title, description,
and web address can make it easier for people to find the website in search engines like Google.
User experience is seen as an important aspect by Stevens and others. In 2017, a study discovered that
websites that load quickly, work well on mobile devices, and are easy to navigate tend to have
higher rankings in search results.

Many studies show that user behavior is important in determining how high a website ranks in search
results. Research conducted by Johnson and their colleagues. According to a recent study (2021), it is
believed that user engagement metrics like click-through rates (CTRs) and bounce rates can show

24
how good and relevant the content is, which can affect how well it shows up in search results. This
shows that it is important for ethical SEO strategies to match what users want and give them valuable
experiences.

Additionally, how reliable and trustworthy a website is is important to search engines. A study
conducted by Thompson and Davis (2022) shows that websites with many links from trustworthy
sources are more likely to have higher rankings in search results, without paid promotions. This
emphasizes the importance of creating good backlinks using ethical and reputable link-building
methods.

Content Marketing and Website Traffic: -

Content marketing is a strategy used to attract website visitors. It involves creating and sharing valuable
content to attract and engage the target audience. The goal is to drive more visitors to the website and
ultimately increase traffic.

Content marketing is a great way to get more people to visit a website. Research conducted by Chen and
his colleagues. A study in 2018 showed that good, important, and interesting content brings in and
keeps visitors. Educational and informative blog posts, articles, and videos can be really helpful and
interesting for people. They give them something valuable and as a result, more people visit the website.
In addition, using pictures and videos on websites has been proven to get more people interested and
increase the number of visitors. (Huang & Wu, 2020)

A distribution channel is important in making content marketing effective. Social media marketing, as
explained by Li et al., refers to the use of social media platforms (such as Facebook, Instagram, and
Twitter) to promote products or services. In simple words, in 2019, it became easier to reach more
people, get them interested, and share information, which helps increase the number of visitors to
websites. Working with influencers helps make sure more people see your content and get the right
audience to visit your website. (Choi et al., 2020) Email marketing, when used strategically, can help to
attract more people to visit your website or other important information by sending them valuable
content and promotions.

Not only can written words bring people to websites, but using pictures and interactive content is also a
way to get more people to visit a website. Zhang and their team did some research. Research conducted
in 2020 demonstrates that when content is visually attractive, like infographics and videos, it is more

25
likely to be shared and linked to by others. This ultimately results in more people visiting the website.
Also, activities that allow users to participate, like quizzes or tools they can interact with, have been
shown to make people more interested and likely to share with others. This can lead to more people
visiting a website.

The importance and up-to-date of information are also major factors in getting people to visit a website.
Research conducted by Park and colleagues. In 2022, it has been shown that regularly updating your
website with content that is specific to your industry can help get more people to visit your site. This is
because it is more likely to cater to what users are interested in and keep up with the latest search trends.
Creating content that is both timely and relevant can help increase your online visibility and attract more
visitors to your website.

The interrelationship between White Hat SEO and Content Marketing: -

The combination of using ethical SEO techniques and content marketing is very important for getting
higher rankings in organic search results and increasing the number of visitors to a website. According
to a study conducted by Lee and Lee in 2021, it is important to use both good SEO techniques and
valuable content to be successful. Keyword research helps you create content that matches what people
are searching for, which makes it more likely that your website will show up in search results. Content
optimization means making your content better so that search engines can understand it and rank it
correctly. This involves using relevant keywords and structured markup.

Link-building strategies in content marketing can affect how high a website shows up in search results.
Research by Kim and colleagues. A study in 2022 showed that getting high-quality backlinks through
promoting your content and reaching out to others can greatly improve how easily your website is found
in search engines. Moreover, implementing SEO strategies in the ways we share our content, like
making sure our social media and email posts are easily found by search engines, helps our content
reach more people and bring in more visitors (Yang et al., 2020)

Combining white hat SEO techniques and content marketing helps improve visibility in search results
and attracts more visitors to a website. According to a study conducted by Cheng and Li (2022), if you
use the right words in your content and align them with what people are searching for, your website can
appear higher in search results and attract the right kind of visitors. Moreover, by optimizing the content

26
for featured snippets (a special search result feature), it is possible to considerably increase visibility and
attract more visitors (Kim & Park, 2021).

Social signals are very important when it comes to the connection between white hat SEO (ethical
search engine optimization techniques) and content marketing. So, we must not forget about the impact
of social signals in this area. A study by Gupta and Chandra (2020) shows that when people interact
with posts on social media, like by giving them a thumbs up, sharing them, or leaving comments, it can
help make those posts more popular in online searches. By adding buttons for users to easily share
content and motivating them to interact with the content, marketers can increase the number of people
who see the content naturally and attract visitors through social media platforms.

Research Gaps and Future Directions: -

Research gaps refer to areas or topics that have not been thoroughly studied or explored. Future
directions refer to the path that future research should take to address these gaps and further our
understanding in those areas.

Despite the research that has already been done, there are still some missing information and things that
don't match up. For example, research has shown that using ethical SEO techniques and content
marketing can improve how high a website appears in search results and how many people visit it.
However, more studies are needed to see if these techniques work the same way for different types of
businesses or different groups of people. We need to study more to understand how changes in
algorithms, user behavior, and technology affect SEO and content marketing strategies.

Besides, new trends like optimizing voice search, video SEO, and the influence of artificial intelligence
on search rankings offer possibilities for further research. We need to further study how content
personalization, immersive experiences, and user-generated content can increase website traffic.

In today's digital world, businesses must have a strong online presence to be successful. To be
successful, it is important to have a good online marketing plan that follows ethical and effective search
engine optimization methods. White hat SEO means following the rules set by search engines to
improve how easily people can find a website through online searches. It's all about using honest
methods to attract the right audience and make the website user-friendly. This review of books and
articles looks at how using good SEO techniques in online marketing can be effective and beneficial.

27
What are White Hat SEO Techniques and How Do They Affect Us?

Many studies show that using good SEO techniques can help your website get better rankings on search
engines and bring in more visitors naturally. Lee and the others In 2019, it was found that when
websites used good SEO techniques like creating useful content and building links, they ranked higher
on search engines. They strongly believe that behaving ethically leads to positive and lasting outcomes
in the long run, and it also ensures that users have good experiences. Similarly, Ahmed and his
colleagues. In 2018, it was discovered that using good SEO techniques can increase how easily people
find your website on search engines and can bring in more people who are interested in what you have
to offer.

On-page optimization refers to the process of making adjustments to your website to improve its
visibility and ranking on search engines: - This involves tasks such as optimizing your website's
content, title tags, meta descriptions, and URLs to make them more relevant and appealing to search
engines. By implementing on-page optimization techniques, you increase the chances of your website
appearing higher in search engine results pages and attracting more organic traffic.

On-page optimization is important for improving web pages for search engines: - In their research,
Kim and Kumar (2017) study how certain things on a webpage, like using the right keywords, adding
meta tags, and organizing the URL, can affect where the webpage shows up in search engine results.
The results show that web pages that are well-optimized and have relevant keywords and user-friendly
elements can help increase how often they appear in search engine results. They recommend looking for
important words, making the content better, and making sure the HTML structure is correct to make the
webpage better.

Content marketing is a strategy that involves creating and sharing valuable and relevant content to
attract and engage a target audience.

Link building is the practice of acquiring hyperlinks from other websites to increase a website's visibility
and credibility.

Content marketing and link building are very important parts of ethical SEO: - Saeed and his
colleagues In 2018, it was shown that having good, useful content is very important for getting people to
visit your website naturally and getting links from trusted websites. They stress that it's important to
have content that is valuable and interesting, and that matches what the user wants. Also, the researchers

28
Park and colleagues. A study in 2020 found that making good blog posts, infographics, and videos can
improve how easily people find your website on search engines. It also helps people stay interested and
engaged with your content.

Link building is an important part of white hat SEO: - Gherghinescu and Coman (2019) found that
it is very important to get good backlinks from well-known websites. They talk about how important it is
to reach out to people, write articles as a guest on someone else's blog, and promote your content to
create a variety of different links that look natural. Quality backlinks show search engines that a website
is trusted and related to the topic, which leads to a better position in search results and more people
visiting the site naturally. Social media engagement is when people interact or participate with content
on social media platforms.

Adding social media platforms to a white hat SEO strategy has become very popular: - Hu and his
colleagues In 2018, researchers looked at how using social media affects how high a website appears in
search results without paying for advertising. They discovered that when people consistently use social
media and engage with others, it helps them show up more frequently in search engine results. Using
social media platforms can make your brand more visible, bring more people to your website, and
improve your presence on the internet. Furthermore, when users create and share content on social
platforms, it can lead to more interaction and better visibility on search engines. User experience refers
to how users interact with a website or application, and how easily they can find and use the information
or features they need.

Technical SEO involves optimizing a website's technical aspects to improve its search engine
rankings and visibility: - The way users feel when they visit a website is very important for effective
search engine optimization (SEO) strategies. Islam et al. refers to a group of researchers or authors, who
have collectively worked on a particular topic or study. In 2020, the importance of website loading
quickly, being easy to use on mobile devices, and having easy navigation for users became very clear.
These things help to improve the experience people have on a website and help the website rank higher
in search engine results. They say it's important to regularly check a website for problems that could
make it work slower or not work well. Improving the way, a website is set up, adding special coding,
and making it work well on mobile devices all make the website easier to use and more likely to show
up in search engine results.

29
Local SEO is the practice of optimizing your website and online presence to improve your
visibility in local search results: - It involves creating accurate and consistent business listings, getting
positive customer reviews, and optimizing your website for local keywords. The goal is to rank higher in
searches performed by people in your area, so you can attract more local customers to your business.

For businesses that want to focus on specific locations, it is very important to use local SEO strategies.
Mihai and Alpopi (2019) study how local SEO practices affect how high a website appears in local
search results. They explain that it is important to make sure that the Google My Business profiles and
local directories are set up properly and to try to get good reviews to be more visible locally. Having the
same name, address, and phone number listed across different websites and optimizing content for local
searches can help improve rankings in location-based search results.

This research emphasizes the importance of using ethical SEO tactics in a digital marketing plan. The
studies show that following ethical practices has a good effect on search engine rankings, getting more
people to visit a website naturally, and making users happy. Researchers have looked into various ways
to make white hat SEO strategies work better. They have studied things like improving website content,
getting more links to the site, using social media, making the website easy to use, and doing SEO for
local areas. By using these techniques that are known to work well, businesses can make themselves
more visible online, get specific types of visitors without paying for ads, and have long-lasting growth in
the digital world. By following the rules of search engines and offering useful things to people,
businesses can become leaders in their field, gain trust and credibility, and have an advantage over
others in the online market.

A search engine is a computer program or code that helps people find information online. It searches for
different types of files like documents, photos, and videos by using keywords that are inputted. The
search engine then finds material related to these keywords to help people find information quickly. This
is useful when trying to find information in papers that have different structures. The web is a collection
of documents that are spread out online. Each document is called an HTML page and it has links to
other pages on the internet. These links are called hyperlinks. A website is a group of pages that show
text, pictures, videos, and other types of media to create a connected collection of linked structures. The
analysis is an in-depth research activity that is carried out to investigate a subject further. In this case,
the analysis focuses on using search engine optimization techniques for the International Journal's
official website. Using White Hat SEO techniques to examine. SEO is important because it helps a

30
website show up on the first page of search engine results, which means more people are likely to visit
the site. When visitors have a positive experience on the website, they may even share it with others if
they were directed there by effective SEO and if the website meets their needs.

Researchers have used white hat SEO techniques in their previous studies. The website used a technique
and was successful in being in the highest position and protected from any harm. The deindex process
refers to the process of removing a website or webpage from being listed in search engine results. In a
study by Riyanto in 2018, it was found that the indexing process is quicker on Expired domains better
than new domains on machines Google search, specifically the image index The process of increasing
the index is more stable with fresh domains, according to Sujatmiko & Ariyus. In 2018, a study was
conducted. The aim is to develop skills in Indonesian digital technology. The shift to a new period after
the Covid-19 outbreak. It is very important to quickly improve the digital economy in Indonesia.
Starting in 2018, To find the most talented individuals from all over Indonesia, startup entrepreneurs are
making strategic attempts.

We need different groups and regions to work together in the Pentahelix mix. people should be treated
equally and with respect, regardless of their differences. This means that everyone deserves the same
opportunities and should not be discriminated against based on things like race, gender, or background.
It is important to treat others how we would like to be treated ourselves and to value diversity and
inclusivity. The startup community can grow and create a digital ecosystem. A person who is skilled in
many areas and has knowledge about the local culture. Going In simpler words, traditional marketing
focuses on a specific group of people and it costs a lot of money to advertise. We are unable to make
enough money as we planned, and also, not many people visit our website. or is still on a page that is not
yet showing up on search engine results.

technology to help address this issue. Simple words: PT company creates websites and uses SEO
techniques. The Alphabet Incubator in Indonesia is a program that helps new companies in their early
stages of development. Increasing getting bigger or higher A search engine results page (SERP) is what
you see after you search for something on a search engine like Google. It shows you a list of websites
and other content related to your search.

31
 IV. Research Methodologies

Fig 4.01

4.1) OBJECTIVE OF THE STUDY: -

The goal of this research is to analyze how well a digital marketing strategy using ethical SEO
methods works and what kind of influence it has. The study wants to accomplish these goals: -

i. Evaluate how well white hat SEO techniques can enhance search engine rankings and increase
organic website traffic.
ii. Understand how on-page optimization affects how visible a website is on search engines and
how engaged users are with the website.
iii. Examine how content marketing and link building can help you attract people without paid ads
and gain valuable links from trusted sources.

Sources of data: -

The primary source of Data Collection with a well-framed questionnaire with Google form.

By optimizing of websites

SAMPLE SIZE: -

32
Total sample size: - 100

METHODS OF DATA COLLECTION: -

Shared by social media and from Physical paper in Delhi NCR

INSTRUMENT USED

The well-framed questionnaire was collected with the help of Google form

RESEARCH DESIGN

Overall Rigid descriptive research approach for this study would involve a combination of quantitative
and qualitative methods to gather and analyze data.

TOOLS AND TECHNIQUES OF ANALYSIS

The collected data were analyzed by using SPSS

33
 V. DATA ANALYSIS & INTERPRETATION
1) Evaluate how well white hat SEO techniques can enhance search engine rankings
and increase organic website traffic.

Descriptive Statistics
Mean Std. Deviation N
How frequently do you share your 2.43 1.130 100
content on social media platforms?
Are you familiar with white hat SEO 1.60 .492 100
techniques?
Have you implemented white hat SEO 1.80 .682 100
techniques in your digital marketing
efforts?
How do you promote your content to 1.73 .723 100
attract organic traffic and backlinks?
Table No: 5.01

Correlations
How Are you Have you How do you
frequently familiar implemented promote
do you share with white white hat SEO your
your content hat SEO techniques in content to
on social techniques? your digital attract
media marketing organic
platforms? efforts? traffic and
backlinks?
Pearson How frequently 1.000 -.160 -.031 -.190
Correlation do you share
your content on
social media
platforms?
Are you -.160 1.000 .000 -.023
familiar with
white hat SEO
techniques?
Have you -.031 .000 1.000 .012

34
 implemented
white hat SEO
techniques in
your digital
marketing
efforts?
How do you -.190 -.023 .012 1.000
promote your
content to
attract organic
traffic and
backlinks?
Sig. (1- How frequently . .056 .378 .029
tailed) do you share
your content on
social media
platforms?
Are you .056 . .500 .411
familiar with
white hat SEO
techniques?
Have you .378 .500 . .452
implemented
white hat SEO
techniques in
your digital
marketing
efforts?
How do you .029 .411 .452 .
promote your
content to
attract organic
traffic and
backlinks?
N How frequently 100 100 100 100
do you share
your content on
social media
platforms?
Are you 100 100 100 100

35
 familiar with
white hat SEO
techniques?
Have you 100 100 100 100
implemented
white hat SEO
techniques in
your digital
marketing
efforts?
How do you 100 100 100 100
promote your
content to
attract organic
traffic and
backlinks?

Table No: 5.02

Descriptive Statistics
N Ran Mini Maxi Mean Std. Vari Skewness Kurtosis
ge mum mum Devi ance
ation
Stat Stat Stati Stati Stat St Stati Stati Stat St Stat St
istic istic stic stic istic d. stic stic istic d. istic d.
Er Er Er
ro ro ro
r r r
Have 100 2 1 3 1.80 .06 .682 .465 .273 .24 - .47
you 8 1 .830 8
imple
mente
d
white
hat
SEO
techni
ques in
your
digital

36
marke
ting
efforts
?
Valid 100
N
(listwis
e)
Table No: 5.03

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * In your 100 90.9% 10 9.1% 110 100.0%
experience, how effective
have white hat SEO
techniques been in
improving search engine
rankings and organic
traffic?
Table No: 5.04

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.183a 3 .757
Likelihood Ratio 1.532 3 .675
Linear-by-Linear Association .002 1 .964
N of Valid Cases 100
a. 2 cells (25.0%) have an expected couof nt less than 5. The minimum expected count is .40.
Table No: 5.05

37
 Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Phi .109 .757
Nominal Cramer's V .109 .757
Contingency .108 .757
Coefficient
Interval by Interval Pearson's R .005 .099 .045 .964c
Ordinal by Ordinal Spearman Correlation .007 .099 .072 .943c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No 5.06

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Phi .109 .757
Nominal Cramer's V .109 .757
Contingency .108 .757
Coefficient
Interval by Interval Pearson's R .005 .099 .045 .964c
Ordinal by Ordinal Spearman Correlation .007 .099 .072 .943c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No: 5.07

38
Graph: -

Graph: 5.01

39
 Graph:5.02

Graph: 5.03

Response Rate Comparison

What is your occupation?
Business Marketing Freelancer student Other 6
Owner/Entrep Professiona (please
reneur l Specify)
Count Colu Cou Colu Cou Colu Cou Colu Cou Colu Cou Colu
mn N nt mn nt mn nt mn nt mn nt mn
% N% N% N% N% N%
Effectiv 0 25 96.2% 37 100.0 20 100.0 14 100.0 2 100.0 1 100.0
eness % % % % %
(1=Yes 1 1 3.8% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0%
0=No)

Table No: 5.08

40
 Response Rate Comparison
What is your occupation?
Marketing Freelance student Other(ple 6
Business Profession r ase
Owner/Entr al Specify)
epreneur
Cou Colu Co Col Co Col Co Col Co Col Co Col
nt mn un um un um un um un um un um
N% t nN t nN t nN t nN t nN
% % % % %
Effecti 0 25 96.2 37 100. 20 100. 14 100. 2 100. 1 100.
veness % 0% 0% 0% 0% 0%
(1=Yes 1 1 3.8 0 0.0 0 0.0 0 0.0 0 0.0 0 0.0
0=No) % % % % % %
Table No: 5.09

Conclusion: -
The value is .75 in table no: 5.05 which is more than 0.05 so the value is insignificant thus white
hat SEO techniques can enhance search engine rankings and increase organic website traffic. And
Table no 5.08 show that the response rate comparison between occupation and effectiveness that
e-business owner and entrepreneur count is 25 and column percent effectiveness says YES is 3.8%
and No is 96.2%.

41
2) Understand how on-page optimization affects how visible a website is on search
engines and how engaged users are with the website.

Descriptives
How important do you consider social media engagement in improving search
engine rankings and brand visibility?

N Mea Std. Std. 95% Minimu Maximu

n Deviatio Erro Confidence m m
n r Interval for
Mean
Lower Upper
Boun Boun
d d
Very 26 2.15 1.287 .252 1.63 2.67 1 4
important

Moderatel 27 2.63 1.115 .214 2.19 3.07 1 4

y
important
Slightly 25 2.76 .970 .194 2.36 3.16 1 4
Important

Not 22 2.36 1.093 .233 1.88 2.85 1 4

important
Total 10 2.48 1.132 .113 2.26 2.70 1 4
0

Table No: 5.10

42
 ANOVA
How important do you consider social media engagement in improving search engine rankings
and brand visibility?
Sum of Squares df Mean Square F Sig.
Between Groups 5.628 3 1.876 1.484 .224
Within Groups 121.332 96 1.264
Total 126.960 99
Table No: 5.11

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * How do you 100 90.9% 10 9.1% 110 100.0%
promote your content to
attract organic traffic and
backlinks?
Gender * Which on-page 100 90.9% 10 9.1% 110 100.0%
optimization factors do
you prioritize?
Gender * How important 100 90.9% 10 9.1% 110 100.0%
is on-page optimization in
your digital marketing
strategy?

43
Gender * How important 100 90.9% 10 9.1% 110 100.0%
do you consider social
media engagement in
improving search engine
rankings and brand
visibility?
Gender * How actively do 100 90.9% 10 9.1% 110 100.0%
you engage in link
building to earn backlinks
from authoritative
websites?
What is your occupation? 100 90.9% 10 9.1% 110 100.0%
* How do you promote
your content to attract
organic traffic and
backlinks?
What is your occupation? 100 90.9% 10 9.1% 110 100.0%
* Which on-page
optimization factors do
you prioritize?
What is your occupation? 100 90.9% 10 9.1% 110 100.0%
* How important is on-
page optimization in your
digital marketing
strategy?
What is your occupation? 100 90.9% 10 9.1% 110 100.0%
* How important do you
consider social media
engagement in improving
search engine rankings
and brand visibility?

44
What is your occupation? 100 90.9% 10 9.1% 110 100.0%
* How actively do you
engage in link building to
earn backlinks from
authoritative websites?
Table No: 5.12

Graph: 5.04

Gender * How do you promote your content to attract organic traffic and backlinks?

45
 Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square .120a 2 .942
Likelihood Ratio .120 2 .942
Linear-by-Linear Association .115 1 .735
N of Valid Cases 100
a. 0 cells (0.0%) have expected count of less than 5. The minimum expected count is 6.40.
Table No: 5.13

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Phi .035 .942
Nominal Cramer's V .035 .942
Contingency .035 .942
Coefficient
Interval by Interval Pearson's R -.034 .100 -.337 .737c
Ordinal by Ordinal Spearman Correlation -.035 .100 -.342 .733c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No: 5.14

46
 Graph:5.05

Gender * Which on-page optimization factors do you prioritize?

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
Pearson Chi-Square 2.912a 3 .405

Likelihood Ratio 2.906 3 .406

Linear-by-Linear Association 1.637 1 .201

N of Valid Cases 100

a. 0 cells (0.0%) have expected count of less than 5. The minimum expected count is 8.80.

Table No: 5.15

47
 Symmetric Measures

Value Asymp. Std. Approx. Approx.

Errora Tb Sig.

Nominal by Phi .171 .405

Nominal Cramer’s V .171 .405
Contingency .168 .405
Coefficient
Interval by Interval Pearson’s R .129 .099 1.284 .202c

Ordinal by Ordinal Spearman Correlation .131 .099 1.308 .194c

N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Table No:5.16

48
 Graph: 5.06
Gender * Which on-page optimization factors do you prioritize?

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
Pearson Chi-Square 2.912a 3 .405

Likelihood Ratio 2.906 3 .406

Linear-by-Linear Association 1.637 1 .201

N of Valid Cases 100

a. 0 cells (0.0%) have expected count of less than 5. The minimum expected count is 8.80.

Table No: 5.17

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.
Nominal by Phi .171 .405
Nominal Cramer's V .171 .405
Contingency .168 .405
Coefficient
Interval by Interval Pearson's R .129 .099 1.284 .202c
Ordinal by Ordinal Spearman Correlation .131 .099 1.308 .194c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No: 5.18

49
 Graph:5.07

Gender * How important is on-page optimization in your digital marketing strategy?

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.545a 3 .467

Likelihood Ratio 2.599 3 .458

Linear-by-Linear Association .001 1 .970

N of Valid Cases 100

a. 0 cells (0.0%) have expected count of less than 5. The minimum expected count is 8.80.

Table No:5.19

50
Symmetric Measures

Value Asymp. Std. Approx. Approx.

Errora Tb Sig.

Nominal by Phi .160 .467

Nominal
Cramer’s V .160 .467

Contingency .158 .467

Coefficient
Interval by Interval Pearson’s R -.004 .101 -.037 .971c

Ordinal by Ordinal Spearman Correlation -.006 .101 -.058 .954c

N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Table No: 5.20

51
 Graph 5.08
Gender * How important do you consider social media engagement in improving search engine
rankings and brand visibility?

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 2.043a 3 .563

Likelihood Ratio 2.017 3 .569

Linear-by-Linear Association 1.502 1 .220

N of Valid Cases 100

a. 0 cells (0.0%) have expected count of less than 5. The minimum expected count is 9.60.

Table No: 5.21

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.

Nominal by Phi .143 .563

Nominal Cramer's V .143 .563
Contingency .142 .563
Coefficient
Interval by Interval Pearson's R .123 .100 1.229 .222c
Ordinal by Ordinal Spearman Correlation .123 .100 1.224 .224c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Table No: 5.22

52
 Graph: 5.09

What is your occupation? * How do you promote your content to attract organic traffic and
backlinks?

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 11.180a 10 .344

Likelihood Ratio 12.268 10 .268

Linear-by-Linear Association .106 1 .745

N of Valid Cases 100

a. 9 cells (50.0%) have expected count of less than 5. The minimum expected count is .16.

Table No: 5.23

53
 Symmetric Measures

Value Asymp. Std. Approx. Approx.

Errora Tb Sig.

Nominal by Phi .334 .344

Nominal
Cramer's V .236 .344
Contingency .317 .344
Coefficient
Interval by Interval Pearson's R .033 .094 .324 .746c

Ordinal by Ordinal Spearman Correlation .046 .094 .455 .650c

N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Table No: 5.24

Graph: 5.10

54
What is your occupation? * Which on-page optimization factors do you prioritize?

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)
Pearson Chi-Square 11.549a 15 .713

Likelihood Ratio 11.430 15 .722

Linear-by-Linear Association .224 1 .636

N of Valid Cases 100

a. 15 cells (62.5%) have expected count of less than 5. The minimum expected count is .22.

Table No: 5.25

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.

Nominal by Phi .340 .713

Nominal Cramer's V .196 .713
Contingency .322 .713
Coefficient
Interval by Interval Pearson's R -.048 .097 -.472 .638c
Ordinal by Ordinal Spearman Correlation -.026 .098 -.259 .796c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Table No: 5.26

55
 Graph:5.11
What is your occupation? * How important is on-page optimization in your digital marketing
strategy?

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.686a 15 .703
Likelihood Ratio 12.785 15 .619
Linear-by-Linear Association 5.210 1 .022
N of Valid Cases 100
a. 13 cells (54.2%) have expected count of less than 5. The minimum expected count is .22.
Table No: 5.27

56
 Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.

Nominal by Phi .342 .703

Nominal Cramer's V .197 .703
Contingency .323 .703
Coefficient
Interval by Pearson's R .229 .088 2.333 .022c
Interval

Ordinal by Spearman Correlation .219 .095 2.220 .029c

Ordinal

N of Valid Cases 100

a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No: 5.28

Graph:5.12

What is your occupation? * How important do you consider social media engagement in
improving search engine rankings and brand visibility?

57
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 10.436a 15 .791

Likelihood Ratio 11.113 15 .745

Linear-by-Linear Association .133 1 .715

N of Valid Cases 100

a. 13 cells (54.2%) have expected count of less than 5. The minimum expected count is .24.

Table No:5.29

Symmetric Measures
Value Asymp. Std. Approx. Approx.
Errora Tb Sig.

Nominal by Phi .323 .791

Nominal Cramer's V .187 .791
Contingency .307 .791
Coefficient
Interval by Interval Pearson's R .037 .099 .364 .717c
Ordinal by Ordinal Spearman Correlation -.002 .100 -.017 .987c
N of Valid Cases 100
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table No: 5.30

58
 Graph: 5.13

What is your occupation? * How actively do you engage in link building to earn backlinks from
authoritative websites?

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 18.934a 15 .217

Likelihood Ratio 19.692 15 .184

Linear-by-Linear Association 1.698 1 .192

N of Valid Cases 100

a. 14 cells (58.3%) have expected count of less than 5. The minimum expected count is .20.

Table No:5.31

59
 Symmetric Measures

Value Asymp. Std. Approx. Approx.

Errora Tb Sig.

Nominal by Phi .435 .217

Nominal
Cramer's V .251 .217

Contingency .399 .217

Coefficient
Interval by Pearson's R .131 .096 1.308 .194c
Interval
Ordinal by Ordinal Spearman .117 .099 1.162 .248c
Correlation
N of Valid Cases 100

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

c. Based on normal approximation.

Table No: 5.32

Graph:5.14

60
CONCLUSION: -
On-page optimization affects the visibility of a website on search engines and engages
users with the website. Because In my analysis finding Annova and comparing the
relation between page optimization and how to engage the website in table Only
professional are significant and student perception is insignificant from analysis
regression and Annova all have the same conclusion

3) Examine how content marketing and link building can help you attract people without paid ads
and gain valuable links from trusted sources.

Descriptive Statistics
N Minimu Maximu Sum Mean Std. Skewness Kurtosis
m m Deviatio
n
Statisti Statistic Statistic Statisti Statisti Statistic Statisti Std. Statisti Std.
c c c c Erro c Erro
r r
How do 100 1 3 173 1.73 .723 .460 .241 -.967 .478
you
promote
your
content to
attract
organic
traffic and
backlinks?

How 100 1 3 201 2.01 .674 -.012 .241 -.755 .478

frequently
do you
create and
publish
content as
part of
your
digital
marketing
strategy?
How 100 1 4 246 2.46 1.114 .125 .241 -1.331 .478
actively do
you
engage in
link

61
building to
earn
backlinks
from
authoritati
ve
websites?
Valid N 100
(listwise)
Table No: 5.33
Response Rate Comparison
How do you promote your content to attract organic traffic and
backlinks?

-1.01007 .37359 1.75725

Count Column N Count Column N Count Column N

% % %

Effectiveness (1=Yes 0 34 79.1% 31 75.6% 13 81.3%

0=No)
1 9 20.9% 10 24.4% 3 18.8%

There is not a statistically significant difference between -1.01007 and .37359.

There is not a statistically significant difference between -1.01007 and 1.75725.

There is not a statistically significant difference between .37359 and 1.75725.

Table No: 5.34

Descriptives
How do you promote your content to attract organic traffic and backlinks?
N Mean Std. Std. 95% Confidence Minimum Maximum
Deviation Error Interval for Mean
Lower Upper
Bound Bound
Multiple 22 - .97202350 .20723611 - .4271974 -1.01007 1.75725
times a .0037736 .4347447
week
Once a 55 .0716989 1.02064046 .13762313 - .3476167 -1.01007 1.75725
week .2042189

62
Once a 23 - .99944071 .20839779 - .2643462 -1.01007 1.75725
month .1678443 .6000349
Total 100 .0000000 1.00000000 .10000000 - .1984217 -1.01007 1.75725
.1984217

Table No:5.35

ANOVA

How do you promote your content to attract organic traffic and backlinks?

Sum of Squares df Mean Square F Sig.

Between Groups .931 2 .466 .460 .632

Within Groups 98.069 97 1.011

Total 99.000 99

Table No: 5.36

Graph:5.15

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 Graph:5.16
Conclusion: -
We have to promote our content to attract organic traffic and backlinks. Because content marketing and
link building can help you attract people without paid ads and gain valuable links from trusted sources.
My analysis shows that content marketing is more effective in optimizing the website to get more
converse customers.

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 VI. CONCLUSIONS, IMPLICATIONS, AND
RECOMMENDATIONS

Conclusion: -
The international journal website uses the White Hat SEO strategy to improve how links are used on
webpages. This strategy focuses on four main areas: optimizing keywords, structuring the webpage
directory, optimizing website content, and optimizing backlinks. We use search engine optimization
(SEO) as an advertising strategy to get our new website to appear at the top of search engine results or
on the first page. However, internet users were having trouble finding our desired web pages because
Google had not indexed our website yet. After using the White Hat SEO technique for around three
months, our website was effectively indexed by Google and appeared on the second page. In less than
three months, it reached the top page. According to Google Analytics, there have been 1,523 users in the
past five months. The number of users has increased by 5 times since the first month of use, which was
262 users. This study discusses how to position the website at the top of the first page of Google's search
results by improving the performance of implementing SEO methods on the website.

Using a digital marketing plan that uses White Hat SEO techniques has proven to be very helpful in
making the business more visible, and reputable, and increasing the number of people visiting the
website. By following ethical and search engine-approved methods, the strategy makes sure that the
brand can be trusted and will last for a long time.

Based on the results, we can reach the following conclusions: -

Better position in search engine results: By following ethical SEO methods, the website's visibility
has improved on search engines. This has led to more people visiting the website through natural search,
without paid advertising. This has improved the business's overall presence on the Internet.

Improved User Experience: We have made the website better by putting users first and giving them
useful and high-quality content. As a result, people are more involved, spend more time, and leave the
website less quickly.

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Improved Brand Trust: Following ethical SEO practices has helped build a strong reputation online
and establish the brand as a reliable and trustworthy source of information or products/services in its
industry.

Long-lasting Effects: Unlike unethical SEO methods that may bring fast but temporary results, ethical
SEO techniques ensure long-term success. The plan makes sure that the website keeps doing well in
search engine rankings for a long time.

RECOMMENDATIONS: -

After analyzing the digital marketing strategy that used White Hat SEO techniques, we have some
suggestions for improvement.

Focus on creating high-quality

Invest in content marketing by setting aside resources to create and promote valuable content that
is informative and easily shareable. Content marketing helps with SEO and also keeps people
interested and encourages them to share your content.

Make sure the website looks good and works well on mobile devices because more and more people
are using them. Websites that work well on mobile devices are more likely to rank higher in search
engine results.

Use structured data markup called Schema. org to give search engines more information about the
content on your website. This can improve how search results appear by using rich snippets.

Encourage people to interact with the brand on social media platforms, like sharing content and
connecting with the audience to create a community. Social signals can affect how well a website ranks
in search engines, even though they don't directly impact the rankings.

Track how well your website is doing: Keep an eye on important numbers like how fast the pages
load, how many people quickly leave the site, and how many visitors make a purchase or complete a
desired action. Making these aspects better can have a positive effect on search engine optimization
(SEO) and how users experience a website.

Keep up with the latest SEO trends and updates to search engine algorithms. Go to industry events,
online presentations, and read trusted blogs and advice from SEO experts.

66
By following these suggestions and consistently using ethical SEO techniques, the company can keep
growing and gaining visibility online by attracting the right audience. The suggestions aim to make
search results better and more useful for people looking for a website on Google and Bing. It can also
help website owners by increasing the number of visitors to their websites. Here are some ideas that you
can consider: 1. Be more proactive in keeping the website's content up to date. 2 Apply the SEO
strategies used for the Toffee Dev website on other websites and include Google ads. 3 Explore and use
innovative SEO techniques that haven't been used by other websites.

IMPLICATIONS: -

The digital marketing strategy using White Hat SEO techniques has been successful. This has a few
important effects on the business.

The digital marketing team needs to keep an eye on changes to search engine rules and adjust their
strategy to make sure they keep a good place in search results.

We need to continuously make sure that the content we provide is both good quality and related to the
topic. Regularly updated, informative, and valuable content will help the website stay competitive and
interesting for users.

Link building should be done ethically by focusing on obtaining links that are natural and relevant. To
keep the website safe from getting in trouble, it's important to avoid doing spammy or sneaky things.

Analyzing what your competition is doing with their SEO strategies can give you useful information
about what's going on in the industry and help you find areas where you can do better or stand out.

LIMITATIONS: -

It can take a lot of time and resources. White hat SEO takes time and is not a shortcut solution. Creating
excellent content, putting in hard work, building backlinks, and enhancing your website for search
engines requires time and effort.

Tracking the outcomes of your work can be challenging. It can be hard to know exactly how much
your SEO efforts are helping your website's rankings and traffic. This is because a lot of things can
affect how high or low your website shows up when people search for it. One thing is the stuff that your

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competitors put on their websites. Another thing is when Google changes the way it decides which
websites to show first.

It does not mean you will definitely succeed. Even if you do everything right in terms of SEO, there's no
surefire way to guarantee your website will show up high in search engine results. This is because
Google's way of organizing search results is always changing, and it's hard to know what things will
matter the most in the future.

Even though there are some restrictions, white hat SEO is still a useful marketing tactic for businesses
who want to enhance their online presence. Businesses can improve their website's visibility and get
more people to visit by using ethical SEO techniques. These include following the rules set by search
engines and avoiding any dishonest tactics.

Here are some more restrictions that come with following ethical SEO practices:

Competing with bigger businesses is hard. Bigger companies have more money to spend on SEO,
which helps them appear higher in search engine results compared to smaller companies.

Staying informed about the newest adjustments in SEO might be hard. Google's formula for
ranking websites is always changing, so businesses have to make sure that they are using the most
current methods to improve their website's visibility.

White hat SEO is a good strategy for businesses to become more noticeable on the internet. However,
businesses should know the drawbacks of white hat SEO and be ready to spend time and resources on
their SEO strategies.

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 VII. REFERENCES , APPENDICES & ANNEXURE
Reference: -
1) "The Art of SEO" by Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin - This
comprehensive book covers various aspects of SEO, including white hat techniques and
strategies.
2) https://dubaiseoagency.ae/how-to-write-blog-titles-that-stick-in-your-readers-mind/
3) https://dmarveled.com/
4) "SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs" by John
Jantsch and Phil Singleton - This book provides practical guidance on SEO and how to
implement white hat strategies to grow businesses.
5) "White Hat UX: The Next Generation in User Experience" by Trine Falbe, Kim Andersen, and
Martin Michael Frederiksen - Although not directly focused on SEO, this book discusses user
experience (UX) design, which is essential for implementing white hat SEO effectively.
6) https://www.jainbookagency.com/newdetails.aspx?id=229447
7) the Art of SEO" by Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin
8) "SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs" by John
Jantsch and Phil Singleton
9) "White Hat UX: The Next Generation in User Experience" by Trine Falbe, Kim Andersen, and
Martin Michael Frederiksen
10) "SEO 2021: Learn search engine optimization with smart internet marketing strategies" by Adam
Clarke
11) "Search Engine Optimization All-in-One For Dummies" by Bruce Clay
12) "Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online" by
Brian Halligan and Dharmesh Shah
13) "Digital Marketing Strategy: An Integrated Approach to Online Marketing" by Simon
Kingsnorth
14) "The Content Code: Six essential strategies to ignite your content, your marketing, and your
business" by Mark W. Schaefer
15) "SEO Fitness Workbook: Learn SEO step-by-step the way SEO experts do it" by Jason
McDonald

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16) "Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity" by
Avinash Kaushik
17) "The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile
Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly" by David
Meerman Scott
18) "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and
Content Marketing" by Lee Odden
19) "The Big Book of Content Marketing: Use Strategies and SEO Tactics to Build Return-Oriented
KPIs for Your Brand's Content" by Andreas Ramos
20) "Master Content Marketing: A Simple Strategy to Cure the Blank Page Blues and Attract a
Profitable Audience" by Pamela Wilson
21) "SEO Made Simple: Strategies for Dominating the World's Largest Search Engine" by Michael
H. Fleischner
22) "Content Chemistry: The Illustrated Handbook for Content Marketing" by Andy Crestodina
23) "Digital Marketing for Dummies" by Ryan Deiss and Russ Henneberry
24) "SEO 2019: Learn Search Engine Optimization with Smart Internet Marketing Strategies" by
Adam Clarke
25) "Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win
More Customers by Marketing Less" by Joe Pulizzi
26) "The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the
Digital Economy" by Kim Ann King
27) Moz (moz.com)
28) Search Engine Journal (searchenginejournal.com)
29) Search Engine Land (searchengineland.com)
30) Backlinko (backlinko.com)
31) Neil Patel (neilpatel.com)
32) HubSpot Blog (blog.hubspot.com/marketing)
33) SEMrush (semrush.com/blog)
34) Ahrefs (ahrefs.com/blog)
35) Yoast SEO Blog (yoast.com/seo-blog)
36) Brian Dean's Blog (brian dean. blog)

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37) CognitiveSEO Blog (cognitiveseo.com/blog)
38) Authority Hacker (authorityhacker.com/blog)
39) Quick Sprout (quicksprout.com/blog)
40) Content Marketing Institute (contentmarketinginstitute.com)
41) Google Webmasters Central Blog (developers.google.com/webmasters/blog)
42) The Digital Marketing Institute (digitalmarketinginstitute.com/blog)
43) Kissmetrics Blog (kissmetrics.com/blog)
44) Marketing Land (marketingland.com)
45) Social Media Examiner (socialmediaexaminer.com)
46) WordStream Blog (wordstream.com/blog)
47) https://www.searchenginejournal.com/chatgpt-examples/474937/
48) https://targetinternet.com/resources/the-top-32-most-useful-digital-marketing-links
49) https://sproutsocial.com/insights/digital-marketing-tools/
50) https://www.googleadservices.com/pagead/aclk?sa=L&ai=DChcSEwi24sKYnruAAxXNmWYC
Ha9tCRYYABAAGgJzbQ&ohost=www.google.com&cid=CAESa-
D2qwF5cpCfN8PQFdczdlyi0lV0_0RStJuciy0_Er-
IFgt6Rh0q1wcfJjZxil4Yto2NbuNCnozt53V6iN4NAJwGCBkMoAN2K_GCwEgTugZsKdv-
AvHEAFsV-
BftTqvu_Ty9eM5lNrSdTAGl&sig=AOD64_1bqdmOZ08D3HZSe0nDGBUr1pGFyQ&q&adurl
&ved=2ahUKEwiLhr2YnruAAxWeSWwGHYZbBtQ4ChDRDHoECA4QAQ
51) https://www.googleadservices.com/pagead/aclk?sa=L&ai=DChcSEwi24sKYnruAAxXNmWYC
Ha9tCRYYABADGgJzbQ&ohost=www.google.com&cid=CAESa-
D2qwF5cpCfN8PQFdczdlyi0lV0_0RStJuciy0_Er-
IFgt6Rh0q1wcfJjZxil4Yto2NbuNCnozt53V6iN4NAJwGCBkMoAN2K_GCwEgTugZsKdv-
AvHEAFsV-
BftTqvu_Ty9eM5lNrSdTAGl&sig=AOD64_3fX7ERigFGbV6cAsEWgnvywsRAtg&q&adurl&
ved=2ahUKEwiLhr2YnruAAxWeSWwGHYZbBtQ4ChDRDHoECA0QAQ
52) https://iide.co/blog/digital-marketing-trends-india/

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Annexure: -
QUESTIONAIRE

1)What is your age?

a) 18-24

b) 25-34

c) 35-44

d) 45-54

e) 55 and above

2)What is your gender?

a) Male

b) Female

c) Prefer not to say

3)What is your occupation?

a) Business Owner/Entrepreneur

b) Marketing Professional

c) Freelancer

d) Student

e) Other (please specify)

4)In which industry do you work?

a) Technology

b) Retail

c) Healthcare

72
d) Finance

e) Other (please specify)

5)Are you familiar with white hat SEO techniques?

a) Yes

b) No

6)Have you implemented white hat SEO techniques in your digital marketing efforts?

a) Yes, extensively

b) Yes, to some extent

c) No, not yet

7)In your experience, how effective have white hat SEO techniques been in improving search engine
rankings and organic traffic?

a) Very effective

b) Moderately effective

c) Slightly effective

d) Ineffective

e) Not applicable, I haven't implemented white hat SEO techniques

8)How do you measure the impact of white hat SEO techniques on your digital marketing performance?

a) Increase in organic search rankings

b) Increase in organic website traffic

c) Higher conversion rates

d) Improved engagement metrics (time on site, bounce rate, etc.)

e) Other (please specify)

9)How important is on-page optimization in your digital marketing strategy?

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a) Very important

b) Moderately important

c) Slightly important

d) Not important

e) Not applicable, I haven't implemented white hat SEO techniques

10)Which on-page optimization factors do you prioritize?

a) Keyword optimization

b) Meta tags (title, description)

c) URL structure

d) Heading tags (H1, H2, etc.)

e) Other (please specify)

11)How frequently do you create and publish content as part of your digital marketing strategy?

a) Multiple times a week

b) Once a week

c) Once a month

d) Less than once a month

e) Not applicable, I haven't implemented white hat SEO techniques

12)How do you promote your content to attract organic traffic and backlinks?

a) Social media sharing

b) Email marketing campaigns

c) Influencer outreach

d) Guest blogging

e) Other (please specify)

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13)How actively do you engage in link building to earn backlinks from authoritative websites?

a) Very actively

b) Moderately actively

c) Occasionally

d) Not actively

e) Not applicable, I haven't implemented white hat SEO techniques

14)How important do you consider social media engagement in improving search engine rankings and
brand visibility?

a) Very important

b) Moderately important

c) Slightly important

d) Not important

e) Not applicable, I haven't implemented white hat SEO techniques

15)How frequently do you share your content on social media platforms?

a) Multiple times a day

b) Once a day

c) Few times a week

d) Occasionally

e) Not applicable, I haven't implemented white hat SEO techniques

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