Abstract:-

Search Engine Optimization is about understanding what people are searching for online, the answers they are seeking, the words they are using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer. Building the onsite and offsite page tactics will help us to build a better site that ranks higher in search and also with better click through rates. Understanding what the users or consumers need and producing the same to them is one of the major factor in the Digital Marketing. Using Analytics tool we can analyze how our site is doing well or not with our intended action will help us to understand our audience better.

INTRODUCTION

Search Engine Optimization is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid search engine results. In this paper I would like to discuss some of the techniques and tactics to how to enable high click through rates and also how to understand the user and make the site rank better with the better use of keywords.

TECHNICAL SEO

The things I would like to incorporate into the website regarding Technical SEO are 1. To crawl the site using the screaming frog tool or any other tool and finding the sites that are of error status and analyzing the sites so that they rank higher than the other sites. 2. Analyzing the XML Sitemaps and able to prioritize the important URL and make it modified for better user experience. Since XML Sitemaps provide the information to the search engines. 3. Using robot.txt file and by giving the better information to the robots of what or what not to access. 4. Taking into account the HTTP error as important as possible since they have a greater impact on the user likeliness of the site. By using the SEO tools be able to crawl the site and identify the error and make the errors as less as possible so that makes the site rank higher. 5. By using Google search console the webmaster can analyse the web page and can correct the error codes. 6. Also use the redirects once when the page is not found. Also use the order of redirect. When the page is not available then redirect it to a similar specific page. By using the above tactics it would definitely make the website rank higher and make the search engines identify

 SEARCH QUERY

1. Navigational Query- User knows what he is searching mostly a website he has already enjoyed watching the content. For example: The search query is amazon 2. Informational Query – People look for a bit of information. 3. Transactional query – When the user is ready to buy and they look for search results from google to what they search for

BUYERS PERSONA

I would like to take the Wedding Planner site for creating Ideal Buyers Persona. Please find the link to the Site below "https://www.wedmegood.com/".Must take the below things into consideration when analyzing a person as shown in Fig 1. Here I would take two personas into account - A Male Persona and a Female Persona.

Male Persona:

- Simple, Cheap and best, Techie, Cost Effective, Traditional ➢ The male Persona is identified to be simple and we would suggest him some dresses that would be of simple clothing line yet a grand one that makes him satisfied. Mostly as he eyes on simple one will include more collections of cotton brands. ➢ Since the male Persona focuses on cost effective yet best wedding will show him the better Pocket Friendly stunner packages that best suit him. ➢ Since the male persona holds a high traditional value will make the decorations such that it includes wedding pandits and the decorations takes a high pitch with the traditions. ➢ As a techie the male persona will be towards photography and stuffs. Hence a cost effective drone to capture the overall wedding will make him like the page more Analyzing the male persona the better keywords that would make the site rank higher would be: Pocket Friendly, Simple costume, Cotton, Traditional decorations. 

FEMALE PERSONA Female Persona:

- Fairy tale Wedding, Grand, Lively, Dramatic ➢ The Female persona dreams of a Fairy tale wedding so the best suggestion to opt for would be a destination wedding that would be the best option to attract the audience. ➢ Since from her persona she believes in the grandeur of the wedding hence a perfect mehendi ceremony with music and dance would be her type and our suggestions should include the best mehendi artist and the best DJ in town to make the user stay interested in the page. ➢ This persona believes that the wedding is a onetime opportunity to be visualized by many and hence a photo-shoot at the destination wedding would be a better suggestion. ➢ Coming on to the Dresses the bridal will look upto a grand and beautiful dress that carries its own charisma

RESULTS AND DISCUSSION

Analyzed the GOOGLE domain using the Mozbar tool and came up with the below conclusions Google has the highest domain authority and branding and there are a list of top pages based on Page authority

CONCLUSION

Set goals of what you need from being online and work towards it. Use analytics tool to track what is right and how we are moving forward in the digital presence. Plan accordingly. Knowing what we need and planning and working accordingly help us to achieve greater in this field. Usage of better keywords and knowing well with the search will help stay in business and will make the site rank higher.

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