Industry Internship Project

2018 – 20 Batch

Title of the Project:

Submitted by:
Name of the Student: Bellapukonda Sanjeeva Reddy
Roll No. : PGDM182012841
Program : PGDM(Marketing)
Batch : 2018-20 Batch

Name of the Faculty Guide : Prof. Sagar Thareja

Name of the Company : Digicore Technologies Pvt. Ltd.

Name of the Company Guide : Mr. Pankaj Shrivastava
Company Guide Designation : CEO

Institute for Technology and Management

Plot No. 25 / 26, Institutional Area,
Sector – 4, Kharghar, Navi Mumbai
 Acknowledgement

I joined the organization to find out about Digital marketing. My goal was to guide every one of my
endeavors to give the most extreme yield to the organization and give exceptional yields to the
organization. Be that as it may, it was just conceivable with the kind help and help of particularly Pankaj
Sir and different workers of the regarded association. I might want to stretch out my genuine because of
every one of them for the assistance given to me to make the progress.

Right off the bat I might want to offer my tremendous thanks towards our establishment ITM Business
School, Kharghar, Navi Mumbai, which gave us this chance to learn corporate life and pick up industry
encounter. It went about as an awesome stage to learn proficient abilities and to actualize them all the live
long day which will massively help us later on.

I am profoundly obliged to Prof. Sagar Thareja for her direction and steady supervision and also to
provide vital rules with respect to the undertaking.

I might want to offer my thanks towards Mr. Pankaj Shrivasta - CEO, Digicore Technologies Pvt. Ltd
who has remained behind me and went about as a guide as gave us huge certainty. I will be obligated to
him all for the duration of my life.

I pass on my gratitude to Mrs. Prerna Srivastava, Director - Human Resource, Digicore Technologies
Pvt. Ltd who has been a column for controlling me consistently in the association.

I would likewise want to stretch out my gratitude to Ms. Shivangi Shetty for ensuring the task goes easily.

My thanks and thanks likewise go to my partners in Digicore Technologies Pvt. Ltd in helping me to do the
task and the other individuals who have readily bailed me out with their capacities.

Bellapukonda Sanjeeva Reddy

PGDM182012841
Batch-M1
PGDM-Marketing
2018-20 Batch
 Table of Contents
Acknowledgement 2
Certificate 3
Executive Summary 4
Chapter 1 - Introduction 1.1 Introduction
1.2 Problem on Hand 7
8
1.3 Reason for assigning Tasks
9
1.4 Objectives of the project 10
1.5 Modus Operandi of the
project
Chapter 2 – Details of the Organization 2.1 Introduction 12-21
2.2 The Organization
2.2.1 Services
2.2.2 Processes
2.2.3 Facilities
2.2.4 Organization Structure
2.3 Organization Growth
2.4 Other Relevant Information
2.5 Clients
Chapter 3 – Tasks Performed 1 3.1 Tasks Assigned 22-25
3.2 Tasks Achieved
3.3 Process of Tasks Achieved
3.4 Data Analysis
Chapter 4 - Tasks Performed 2 4.1 Tasks Assigned 27-35
4.2 Tasks Achieved
4.3 Process of Tasks Achieved
4.4 Data Analysis
4.5 Paid Campaigns
4.6 Paid Campaigns – Data
Analysis
Chapter 5 Conclusion Learnings and 36
Challenges
Chapter 6 Recommendations 37

Chapter 7 References 38
 Executive Summary
The objective of the company is to enable both doctors and consumers through an internet portal and to
provide quality service to them. It was a great opportunity for me to develop and test my marketing skills
at Digicore Technologies Pvt. Ltd.
I consider myself lucky to join a startup as it helped me to understand the industry and as well as the
company itself. In this company I was given the responsibility to handle a huge segment which gave me
immense confidence and to learn the digital marketing process in depth. The main USP of the company
is to create content i.e. use content marketing as a form of inbound Marketing. It is also involved in
involving doctors and clinics as clients. It is a lead generation company and therefore after consumers
have filled the lead in our webpage we verify the lead and transfer it to the concerned clinics.

Company deals with both SEO and PPC in major medical field like Cancer, Skin, Hair Transplant, IVF
etc. My responsibility was in the field of SEO. The repetitive processes like coding of the page is
automated.
On Page SEO includes the following:-
1. Title
2. Meta Tags
3. Heading Tags
4. Page speed
5. Keyword optimization
6. URL
7. Schema Markup
8. Visibility of keywords in landing page
Off Page SEO includes the following: -
1. Articles Submission
2. Blogger outreach
3. Social Bookmarking Sites
4. Directory Submission
5. Business Listing
6. Profile submission
7. Image sharing
8. Link Magnets
SMM (Social Media Marketing) includes the following: -
1. Facebook
2. Twitter
3. Google Plus
4. www.pinterest.com
5. www.reddit.com
6. www.delicious.com
7. www.stumbleupon.com
8. www.scoop.com
 Chapter 1-
Introduction
 1.1 Introduction
ClinicSpots is a lead generation company which is in medical industry. The main segment
ClinicSpots are in Cancer, Skin, Hair Transplant, Liposuction, Medical Tourism etc.

Clinicspots maintains relationship with various doctors and clinics to whom they transfer the verified
leads verified by the calling team. International patients also come to India through Clinicspots for
their Treatment
ClinicSpots maintains its reputation by remaining on Rank 1 on many of its segment’s URLs.
Everyone trusts Google’s ranking therefore Clinicspots have maintained its reputation.

The two main segment in digital marketing are SEO and PPC. Digicore is into both these fields. The
main USP of digicore is to create content which enhances user experience and compels people to go
through our website.
Clinicspots majorly aims for organic rankings and therefore SEO is used.

For more than 5 years, Digicore Technologies have been creating a powerful brand and
performance campaign experiences for their clients worldwide. From start to finish, from concept
to execution, Digicore redefined the digital agency experience.
Apart from working as digital marketing partner for various MNCs, they also have an online portal
www.clinicspots.com which is an online platform for users/patients to interact and discuss symptoms and
cure for their ailments with the participating medical professional. ClinicSpots facilitate the interaction
between a user/patient and the Medical professional.

Digicore clientele includes global majors like Share Khan, Online Trading Academy, Puratos India,
Fortis Hospitals, Lodha Group to name a few. Due to very competitive prices, we have been able to
partner with more than 10 agencies in UK, Singapore, Jakarta, India and few other countries around the
globe.

This Chapter we will go through what was the objectives and targets given to us and the
introduction to the processes which were adopted to achieve the target.
 1.2 Problem on Hand-

The whole project revolves on learnings of intricacies of SEO and implementation of it on day to
day basis to get organic Rankings.
Competition is very high on Medical Field and there are many major players in this industry.
We had to compete with major players and rank our page.

1st live project/task assigned to me was to rank Hair Transplant in India and Hair
transplant in Surat on 1st rank on Google Search Engine
2nd live project assigned to me was to develop whole segment of skin which includes the main parent
page Skin Specialist in Delhi and its child hyper-location pages including 33 hyper locations. I was
also assigned to rank these pages.

1.3 Reason for assigning the projects –

One of the main segments which Clinicspots works on is Hair loss. Though the URL was created
and it was already ranking on two supporting keywords namely Cost, I was assigned to bring the
URL on its money keyword

After the company got the offer from Kaya Skin Clinic for the skin segment, I was assigned the
whole segment of skin -Delhi to work upon. First, I was assigned to create the hyper locations in
which Kaya Skin Clinic is there in Delhi as well as those hyper locations where the search
volume is high. Then I was expected to rank all these Pages. After doing Keyword research for
search volume I decided to make 33 hyper locations.

1.4 Objectives –
1. Get strategic understanding of Digital Marketing
2. Understand how to use it for branding and sales
3. Understand its advantages & limitations
4. Become familiar with Best Practices, Tools & Technologies
6. Plan & manage digital marketing budget
7. Manage Reporting & Tracking Metrics
8. Understand the future of Digital Marketing and prepare for it.
9. Understanding and implementing 200 ranking factors for ranking of URL.
 1.5 Modus operandi of the project -

 To bring the Webpages on the first page web as well as search engineering including guest
posting and social bookmarking have to be done.
 On page SEO includes creation of webpages which consists of making a catchy title, meta title,
appropriate keywords, meta description, internal linking from high page authority sites, page
speed, Robot txt file.
 Content creation of the webpage is also done which should be unique, user friendly and
benefit focused.
 The webpage should have sufficient number of keywords which we are planning to
rank.
 The webpage is indexed in google via google search console and then google ranks it
depending on the competition, relevance of our webpage with the keyword and other 200
factors
 Linking our page in high authority sites, creating navigation list to make our webpage user
friendly, implementing reviews section
 Quality process requires me to check each and every aspect of the webpage and debugging the
errors.
 Quality report has to be given to the technical head of the company
 The listing of all the clinics in hyper-locations of Delhi through our automation software
 We are also making content assists like laser hair removal in Delhi vitiligo treatment etc.
which are informative and independent webpages which will help to internal link with skin
hyper-locations to rank.
 We have around 600 clinic pages in Delhi we are optimizing and coding these skin clinic and
doctor pages to give internal linking boost to hyper – locations. This is a site wide SEO and will
be an overall site architecture
 All the major pages HTML coding, creation of new pages through automation software, video
insertion, graphics are also done.
 Schema Markup on all pages of Delhi is done where people can give reviews of the doctor,
webpage
 Sitelink is done on main webpage.
 Layers and web of internal linking created in hyper location pages and clinic pages
 Finding of 404 pages and eradicating it
 Addition of new webpage’s sitemap
 Social bookmarking, citations, business listings are done to increase our presence in local areas
and to beat competition
 Quora answering, social media reviews and posting are also part of strategy
 All the articles written has to be shared in social media so that the local presence increases.
 Competition analysis and then strategizing to do something unique so that users notice us and
love us.
 To build an overall site architecture to build domain authority of the site
 Process documents and all the actions are documented to help further interns.
Chapter 2 – Details of
the Organization
 2.1 Introduction

Digicore Technologies has been powering profits for its clients through innovative web solutions since
the last decade. Digicore Technologies is a web showcasing organization situated in Kharghar, Navi
Mumbai, India with huge encounter in SEO/SMM/SEM, site marking, activity era and building
organizations. We are an internet showcasing organization which has noteworthy learning of web
business and its ability to amplify your organization's benefits and goodwill. At Digicore Technologies,
you'll get select administrations at sensible rate with accommodation of a little organization, with the
database, certifications and consequences of a greater organization. We ensure long haul approach with
the objective that is more centred around customers go to your site.
Digicore understand that it is depending on determination, quietness, learning and aptitudes, which we
have a great deal of. Our association has a gathering of submitted laborers, which goes from designers,
organizers, specific specialists, to organization graduates, who take ROI driven exercises in making online
system that yields extraordinary results.
Digicore help their clients to get the greatest benefit out of their website by getting high Website
movement, and in addition we confirm that you get concentrated on development also. Our reputation
organization verifies that undesirable investigates; remarks and comments are compelled down and bring
general, productive reviews and substance. We at Digicore believe our focus on quality deliverables is
what has enabled us to reach where we are now. All our projects go through different levels of quality
checks, making sure that the final deliverable is immaculate.

2.1.1. Mission & Vision: -

Mission: - To help organizations, associations, and businesspeople attain brand goals through cutting
edge characteristic digital marketing solutions. Consistently, we work all things considered to understand
our fantasy of turning into the worldwide pioneer in the field of digital marketing.

Vision: - At Digicore, our vision is to be the best Digital Marketing Company in the world. Our prompt
and efficient services make us a popular choice for our customers, employees and vendors across the
globe. With our rigid determination, we are sure to earn our customers' trust through amazing performance
and adamant dedication to their success.

The Organization: -
 2.2.1. Services: -

1. Strategic Planning:

It takes access to one of a kind information and experiences, and expansive experience crosswise over
advanced and conventional channels and stages. It takes the right blend of controls to guarantee execution
of a thorough key advertising arrange that meets both client and business needs. Furthermore, it takes a
comprehensive approach crosswise over purchased, earned and possessed media to make coordinated
computerized showcasing plans that effectively fabricate associated brands.

Branding
 Strategy: - Evaluate, analyze and synthesize the personality and meaning of
the brand to develop holistic strategic thinking. Marketing Strategy: Identify the right mix and proportion
of Touch points for audience interactions based on the brand strategy.

Campaigning Strategy: - Develop holistic plans for creating, re-using, distributing and managing
content
 across bought, earned and owned media.
Cross-Channel Integration: - Which implies the main things we're certain to be helping you construct
a joined brand, attain your promoting goals and drive ROI.
Anyhow we realize that customer’s battle with how to apportion use crosswise over both advanced and
customary promoting channels. So, we consider the general brand system and conventional media
execution in every suggestion we make while helping you arrange, actualize and measure fights crosswise
over channels to expand ROI.



1. Mobile Marketing: -
To be important today, advertisers need to effectively search out buyers where they are. What's more
with over 878 million mobile customers worldwide, desktop users will be surpassed. This implies that
buyers need to be contacted on their mobiles.

Our Mobile Marketing services include: -

• Mobile Strategy: - Our strategic mobile audit process helps clients understand how, where and
why to invest in mobile.

• Mobile SEO: - Mobile users rarely browse beyond the second results page so ranking is more
important than ever. We combine expertise in traditional search, device detection and mobile
search to help clients achieve visibility across platforms.

• Mobile Web Development: - As opposed to reproducing the desktop involvement in little, we

create portable encounters that speak to the customer's image, regard the capacities and restrictions
of every gadget, and offer the substance buyers need continuously.

• Mobile Applications: - We have the expertise to keep up with the rising number of mobile apps,
devices, operating systems and APIs.

• Mobile Paid Search: - Stretching out paid pursuit crusades to portable is one of the most effortless
approaches to test the versatile waters while conveying constant, confined promoting to clients on
the go.
 • Mobile Advertising: - We control relationships with mobile ad publishers and vendors to create
impactful mobile advertising campaigns across a variety of emerging platforms.

2.2.2 Processes
3. Creative Design: -

You have to understand customers in order to create compelling interactive designs and user experiences
that get noticed, used and valued. And we're the only agency creative group with access to insights gained
from search data. Our market research teams add in other qualitative and quantitative data and then turn
it all into an informed view of customers through rich, fact-based personas that help us bring brands to
life with fresh, compelling, informative, persuasive and actionable storytelling and imagery.

• Responsive Audience Intelligence: - We need to help you adjust the requirement for rich
imaginative plans and usefulness while as of now accomplishing cross-gadget similarity. Also, the
most ideal approach to accomplish that is through Responsive Audience Intelligence (Responsive),
the first responsive web configuration offering to convey logically pertinent substance and
encounters focused around unacknowledged crowd information. We captivate our inventive, client
experience and innovation groups to distinguish the substance, peculiarities and usefulness
prerequisites of your site before else other possibilities. This permits us to create a Responsive
Design System that will give your crowd a consistent experience.

Our Thinking: - We don't think regarding channel. Rather, we ponder client biological systems and
their favoured, and constantly changing, access focuses. With a specific end goal to convey reliable
and genuine client encounters at the opportune time and spot, we assess key association touch points,
translate group of onlooker’s paradigms and create communication models. This key thinking
crosswise over channel and stage helps us fabricate joined brands while incorporating purchased,
earned and possessed media. What's more it's an enormous motivation behind why over twelve
customers have picked us as their computerized AOR.

• Compelling content: - Whatever the channel or platform, consumers demand content. At Digicore
our content writers are a trained lot, experienced in developing compelling content in real time.

• Our Team: - We have an integrated experiential design team that includes business analysts,
information architects, usability experts and technology specialists. Our team is spread across
multiple offices; ensuring clients get the most qualified person for a particular project regardless
of physical location.

4. Market Research: -
Presently, like never, customers need to strive to safeguard their showcasing plan. This implies the times
of customers believing their gut (or simply running with an inventive executive's presumption) are long
gone. Rather, advertisers depend on statistical surveying and genuine information to advise the work they
need to do. Digicore's statistical surveying group can help you comprehend the propositions and practices
of your gathering of people continuously and make an interpretation of those client experiences.

Our Consumers: - Our job is to get into consumers' souls and psyches to drive better client encounters
and customer results. Utilizing exclusive online statistical surveying apparatuses, we analyse the
pursuit dialect, feelings, boundaries, facilitators, influencers and brand signals at each one phase of
the choice making procedure. At that point, we utilize client bits of knowledge to make an
interpretation of that information into experiential maps to help us comprehend the key drivers of
investment that will make most extreme quality.
 Data Experts: - Imaginative in our utilization of data, energetic in our pursuit of better approaches to
comprehend individuals and deliberate in our methodology.

2.2.3 Facilities -
5. Social Media Marketing: -

Insights & Planning: - So we begin with restrictive instruments that help us do somewhat safe
listening in. We discover where your clients hang out, what they're stating, how they act and what
they need in a marked relationship. At that point we break down the discussions to give noteworthy
experiences and key suggestions crosswise over channels and stages while coordinating purchased,
earned and claimed media.

Marketing in Real time: - To succeed in social media marketing, brands need to be both distributers
and members. Also, they need accomplices who can make content that takes advantage of individuals'
yearnings and afterward appropriate that marked substance to shoppers when and where they need it.
Ongoing promoting techniques must be versatile and educated by continuous bits of knowledge into
shopper conduct to upgrade programs and exploit new open doors.

Result Oriented: - Most of the advertising agencies, simply engage in social media conversations.
But we also measure them. We track and measure our social media marketing strategies and their
impact on a holistic mix of bought earned and owned media to maximize ROI and continually improve
our efforts.

6. Content Management: -
Our Strategy: - Conveying the right content to the right crowd at the correct time begins with a
coordinated content system. One that consolidates existing brand research, phonetic profiles and crowd
listening projects to help recognize what content you ought to give, what ebb and flow resources you
can influence crosswise over media and what content you have to make. Pretty much as paramount as
the what, is the how: How will you disperse the substance from a specialized viewpoint? In what
manner will it get made - by inward assets or outsider content suppliers? In what capacity will you
motivate groups of onlookers to impart your substance? Furthermore, by what means will your
substance be found? At long last, a strong substance procedure considers the where: Where does your
crowd hang out? What's more where does it bode well for distribute your substance crosswise over
purchased, earned and claimed media.

Content Management: - Today, advertisers need to go past essentially distributed substance. They have
to be dynamic, nimble and mindful of what customers are saying in regards to their image. So while we
create a substance showcasing technique to guide content advancement, we likewise arm our customers
with extra rules to verify assets and techniques are set up to respond rapidly to both positive and negative
remarks and posts. Together, we screen action progressively and alter crusades as important for ideal
results.

• Measurement & Optimization: - With our constant efforts and a relentless focus on measurement,
our clients always know how effective their marketing efforts are and how well certain pieces of
content are performing in different contexts. Our Clients also have access to our ongoing consumer
research, analytics and content optimization.
7. Analytics & Innovation: -
• At Digicore, we've grown up with an interest in measurability, which has provided for us a merited
notoriety for having a top site examination practice while helping us win over twelve advanced
AOR accounts. We realize that advertising is about more than simply pretty pictures and witty
words; it’s additionally about conveying on ROI. So we utilize prescient demonstrating before a
battle to approve our methodology, amid a fight to improve the results and a while later to quantify
our prosperity and apply the learning to future showcasing endeavours.

• Turning Data into Imagination: - It's an alarming truth, yet numerous advertisers are taking
heaps of information from various office accomplices and looking at it in Excel. However, we
don't think customers ought to need to wade through spread sheets of site examination information
to attempt and gather bits of knowledge out of unlimited numbers pressed into lines, sections and
cells. So, all things considered, we pull a lot of information from unique sources and transform it
into one coordinated dashboard stuffed with experiences that are simple for customers to
comprehend process, and follow up on. What's more we fabricate attribution models that are device
and label skeptic to uncover new bits of knowledge, measure cooperative energies in the middle
of channels and bail customers get the most out of their promoting blend.

8. Search Marketing Program: -

Beyond Search Engines: - Search Engine Marketing has never truly been pretty much the motors. This is more
genuine than at any other time in recent memory now that hunt advertising enters a complex new period where
there are more approaches to search for substance, obscured desires between inquiry, showcase and social results,
and a huge number of new gadgets with which to pursuit. As pursuit promoting administrations develop past the
motors, it will take a gifted and experienced organization like Digicore to help keep your image unmistakable.

Incorporating SEO and SEM: - Clients of various search engines encounter an indexed lists page as a particular
experience. So, it just bodes well for coordinate your common and paid inquiry procedures also. By incorporating
your web Search Engine Marketing (SEM) and Search Engine Optimization (SEO) programs, we can build
clicks, co-operations and changes.


SEM: - At the point when clients go to various search engines, they're essentially raising their hand
and requesting data about your item or brand. With Digicore's authentic class ability, restrictive
innovation, look media experiences and incorporated methodology to web index showcasing, we can
help you build clicks, change rates and deals - and dependably be there when your clients raise their
hands, whether they're at home or on their mobile device.


SEO: -Advertisers center a terrible part of consideration on their landing page - what it would seem that,
what it says, how it meets expectations. However, the truth of the matter is that most guests to your site
aren't passing through your landing page. They're turning to pursuit to discover precisely what they're
searching for and navigating to that page. So, it is basic to have an exhaustive site improvement technique
that incorporates neighborhood and versatile quest for being found. With Digicore's best-in-class
engineering, experienced group and incorporated methodology, we can help your brand get to the highest
point of the page - and remain there.
 2.2.4 Organizational Structure

2.3 Organizational Growth

• As Digicore is bootstrap company, the growth is comparatively low compared to the
established company
• Digicore has well know clients like Share khan, Varna University & Puratos etc.
• The main source of business is ClinicSpots
• Clinicspots is a medical online portal who is into lead generation
• ClinicSpots is majorly in Cancer treatment segment. But the other segments are Hair
Transplant, liposuction, Skin and IVF
• Other main segments are medical tourism and Cancer segment where international patients
come to India for their treatment. The ticket size of medical tourism is quite high therefore
revenue earned is higher
• During our internship the search traffic increased from 76 thousand to 102 thousand.

2.4 Other Relevant Information: - Solutions

Understanding Our Customers: - What they're stating. What they need. When they're prepared to
purchase. We can help you comprehend online purchaser conduct with our master statistical surveying
group, exclusive instruments, access to a center gathering of millions through hunt information and a
committed examination group that transforms crude information into noteworthy client bits of
knowledge.

• We think like our customers: - We consolidate search data, client listening projects and other
statistical surveying routines to create phonetic profiles that help us see how your clients talk and
think. At that point, we create personas and itemized representations of the client's environment to
help us comprehend their choice process and recognize significant touch points for your image.

• Committed Research & Analytic team: - Granted, bunches of organizations do research. What sets
Digicore apart is a full-time group of in-your-face statistical surveying experts gifted in breaking down
purchaser conduct and giving client bits of knowledge. Individuals with many years of involvement in
information mining; subjective, quantitative, ethnographic and human variables exploration; and
effectively crossing over the customary/advanced examination isolate. To help incorporate the
examination, burrow through the information and reveal capable client experiences, we have a
committed research group made up of in excess of 25 information researchers that are part
programming software engineer, part statistician and part storyteller.

Together, these groups have the ability and aptitude to help you comprehend your clients and
fabricate an associated brand.

• Beyond geographic boundaries: - However to really comprehend online shopper conduct, you
need to comprehend inspiration and expectation. Your clients' inquiry practices give what one
master calls a "database of expectations." With no onlooker to influence the conduct, seek
information provides for us characteristic, unwarranted experiences into your clients. What's more
 we're one of the main full benefit digital marketing agency that utilizes search information to add
buyer experiences.

2. Acquiring our Customers: -

• Acquisition strategies: - Customers are multichannel, so we think your client procurement system
ought to be, as well. That is the reason we begin with profound bits of knowledge into your
gathering of people and afterward make redid multichannel media projects, including pursuit,
show, CPA, CPC and that's only the tip of the iceberg. Also, since clients encounter an indexed
lists page as a solitary experience, we incorporate your SEO and SEM endeavors into one system.
We've demonstrated this enhances authenticity, pushes down the opposition and improves the
probability that clients will click on the regular result, bringing down your general client
procurement cost.

• Synchronized marketing: - Purchasers anticipate that brands will help them all through their
obtaining excursion with stimulation and data progressively. Therefore, client procurement
techniques must be versatile and ready to respond to changes in buyer conduct and partake in
discussions as they happen. Digicore's team of content writers and gathering of people directors
that make on going engagement programs that are demonstrated to drive movement, deals and
versatile client backing.

Measurability: - So we get that marketing isn't pretty much making cool campaigns; it is about
obtaining leads, empowering sign-ups, driving downloads, activating exchanges and affecting
your main concern. Our teams to react to changes as they occur optimize campaign performance
and maximize ROI in real time.
1. Branding: -

• We add Value: - In the realm of continuous marketing, consumers anticipate that brands will add
esteem and bring something to the discussion. Furthermore, they anticipate that brands will destroy
it continuous. We join customer experiences, statistical surveying and examination to make sense
of what your image offers that your crowd needs - whether they know it yet, or not. At the point
when and where your image has authorization to captivate. Also, how to acquire consent on the
off chance that it is not officially permitted. Through everything, we help you assemble brand
mindfulness, fulfill your clients' requirement for up-to-the-nanosecond content and state your own
personality while fitting in with the group.

• Defining a Brand: - In the event that you haven't exactly discovered your voice, we can help you
with brand advancement by characterizing the profits, characteristics and qualities of your image;
building what your image looks, sounds and acts like; and deciding how your image carries on
with diverse group of onlookers' sorts. In case you're as of now a built brand with a solid identity,
we can guarantee steady marked
encounters crosswise over customer touch points while helping you influence the computerized
channels and stages that will help your image create significant connections that last.
2. Optimizing Marketing budget: -

How we measure: - Internet promoting has constantly held the guarantee of being the most
responsible medium, however there's a deadly blemish in the way things are measured today. Most
advertisers utilize a solitary click philosophy that allots 100% of the credit for an online change to
the last pennant commercial, watchword or activity the client saw or performed. In any case most
purchasers connect with, and are impacted by, numerous touch points before they achieve the
purpose of exchange.
Development: -
1. Mobile: -
• Mobile application development can help you support continuous access to basic business data,
while diminishing expenses and empowering speedier choice making. Digicore Technologies
gives organizations versatile application advancement administrations for mobile enablement of
big business grade applications and programming.
• Our skilled Mobile application developers take after most recent advancements in mobile
development and instruments to stay aware of progressions in big business portability. Our mobile
application development administrations can help you in;
• Mobile User Experience Design
• Cross-Platform Mobile Development
• Custom Mobile Application Development
• Mobile Web Application Development
• Mobile Development Outsourcing
• Mobile Development Professional Services
• Android App Development
Advantages at Digicore

• Our organization's advisors and engineers comprehend the criticalness of versatile arrangement
necessities for security, accessibility, reasonability, and unwavering quality. Digicore mobile
application development guarantee that these needs are met and are fortified by:
• Cross-stage mobile application development arrangements.
• Expert involvement in mobile application development with 100+ applications created.
• More intelligent and canny mobile application emphasizes that rise above client desires.
• Natural and simple to-utilize portable applications for a quality client experience

• No boundaries: Online business is not bound by geographical boundaries. Business online. The
buyer and the seller have to cater to the global market.
• Low sales costs: We offer low sales cost as we save on promotional material costs.
• Healthy competition with better companies.
• We maintain our customers' Database. We maintain a database of our customers with a record of
their past purchases. This helps to recommend other items to him.
• Purchase specific items: The customer can find hard-to-get items from our ecommerce website.
 BUSINESS MODEL

MEDICAL
CPL CPVL CPLOV
TOURISM

Cost per lead model: Cost per verified lead: Cost per lead OTP Medical tourism/conversion:
Company currently It is primary verified: This includes the process from
providing direct leads verification process. We provide OTP cold lead to conversion and we
to KAYA for In this model, our verified lead to our take portion out of total bill
cosmetology. Caller verify the lead client. Wherein the depending on the contract with
before assigning is to filtering level is hospital.
doctor/clinic/hospital. high thus providing
higher conversion
rate

2.5 Clients: -
Hair Transplant
• Dr. Shankar Sawant, DNCC,
Looks, Kaya Hair Restore, RichFeel
IVF
Nova IVF, Breach Candy, Lilavati
Hospital
Skin
• Kaya Skin Clinic
Medical Tourism
• Fortis Hospital,
Other Clients
• Puratos, Verna University
 Chapter 3.1 –
Building Knowledge
Sharing Pages for
Robotic Hair
Transplant and
Facial Hair
Transplant
 3.1.1 Task Assigned –

TASK 1: To build a URLs on “Robotic Hair Transplant”

TASK 2: To build a URLs on “Facial Hair Transplant”

My task is to complete the work what they have assigned to me in a timely manner.

3.1.2 Tasks Achieved –

TASK 1: To build a URL on “Robotic Hair Transplant

 Written content for Robotic Hair Transplantation.

 Inserting images & infographics related to the Robotic Hair Transplantation Page.
 Did keyword research for Robotic Hair Transplantation.
TASK 2: To build a URLs on “Facial Hair Transplant”

 Written content for Facial Hair Transplantation.

 Inserting images & infographics related to the Facial Hair Transplantation on Page.
 Did keyword research for Facial Hair Transplantation.

3.1.3 Process of Task completed

1. To create knowledge sharing pages we have to do SEO.

2. Content creation of the webpage is also done which should be unique, user friendly
and benefit focused.
3. On page SEO which includes creation of webpages which consists of making a
catchy title, meta title, appropriate keywords, meta description, internal linking from
high page authority sites, page speed, Robot txt file.
4. The webpage should have enough keywords which we are planning to rank.
5. Linking our page in high authority sites, creating navigation list to make our
webpage user friendly, and implementing reviews section.
6. Quality process requires me to check each aspect of the webpage and debugging
the errors.
7. Quality report has to be given to the technical head of the company.
8. Both the pages HTML coding, creation of new pages through automation software,
graphics are also done.
9. Both Sitelink is done on main webpage.
10. Competition analysis and then strategizing to do something unique so that users
notice us and love us.
11. To build an overall site architecture to build domain authority of the site.
12. Process documents and all the actions are documented to help further interns.
 3.1.4 Process of Task –

Keyword Research Content Curation On-Page SEO

3.1.4.1 Keyword Research –

 There are many tools for keyword research like SEMrush and keyword planner.

 After deciding some keyword of a segment, we go to keyword planner

 We can analyse the search volume of the keyword here.

 We can filter some locations and search multiple keywords at once.
 Analyzed Money keyword- Robotic Hair Transplant, Facial Hair Transplant 


3.1.4.2 Content Curation –


 The content should be created with all the proper keywords which you are willing to
target. It is preferable to target up-to 3 keywords in a single webpage to keep the
relevance content.
 Benefit Curated content is preferred. The content should not be keyword stuffed and
should enhance the user experience.
 The money keyword should be in the first line of the content and appear 2-3 times in
the top 25% of the content
 Content should not be thin, and it is preferable to be of at least 1500 -2000 words of
length
 Outbound links should be given to high niche sites.
 Tables and relevant images should be given.
 Page is created by hard coding and indexed in Home Page.

3.1.4.3 On Page SEO –

 Title – It should always contain the money keyword and the brand name. It should be not
more than of 67 Characters.
  Meta tags – Meta Title: Should be same as title.
 Meta Description: Should be not more than 169 Characters,
 Should contain numbers
 Conversational content
 Special characters and money keyword
 Should not be duplicated
 Meta keywords: insert the keywords you are targeting
 URL should be short and only 2 folders/clicks away from the homepage.
 Keyword optimization should be done according to the length of the page.
 Outbound links should be given to high niche sites.
 All the webpages linked in your webpage should not go to 404. If it is going please again link
the correct URL.
 Your URL should be present in the site’s Sitemap
 H1 tags – Always keep the money keyword as H1 as it is the main heading
 H2- H6 tags – keep the subheadings as the supporting keywords you are targeting.
 Image and alt title are checked
 Page speed is checked and optimize the images
 Robot.txt file of page is checked
 After uploading the webpage, it is checked on browse SEO and check everything as this tool
shows you how the bot sees your page.
 If there is a duplicate content to a main page, a 301 redirect is given to the main money page
you want to rank on.
 Page should be mobile responsive and the page speed in mobile should be above 80
preferably.

3.1.4Data Analysis –

The URL of Robotic Hair Transplant



The URL of Facial Hair Transplant




Chapter 3.2-
OFF Page and On-
Page Activities of
Hair Transplant in
Visakhapatnam and
Hyderabad
 3.2.1 Task Assigned –
TASK 1: I have been assigned URLs “Hair Transplant in Visakhapatnam”

TASK 2: I have been assigned URLs “Hair Transplant in Hyderabad”

3.2.2Tasks Achieved –

TASK 1: To Rank “Hair Transplant in Visakhapatnam” on SERP

 Ranking of hair transplant in Visakhapatnam page increased from Fourth position to

First on the first page of SERP for both the Money keywords.
 Hair Transplant in Vizag.
 Hair Transplant cost in Vizag.

TASK 2: I have been assigned URLs “Hair Transplant in Hyderabad”

 Ranking of hair transplant in Hyderabad page increased from Second page to first
page on SERP for Money Keyword Hair Transplant in Hyderabad.
 After August 1st Google Algorithm Update again it went back to Second Page.
 Ranking of hair transplant in Hyderabad page increased from Tenth position to fifth
position on SERP for Money Keyword Hair Transplant Cost in Hyderabad.

3.2.3 Process of target Achieved –

 To bring the URLs on the first page both web engineering and guest posting have to be done.
I have to contact guest bloggers of high traffic and authority to get an inbound link to our site.
I also had to write user generated content in my webpage so that people stay in our webpage
and are interested to fill the enquiry form. Moreover, all the website code errors and site
architecture, graphics, page speed are also corrected.

3.2.3.1 On-page SEO

 Web engineering consists of doing On-page SEO which includes –
 Title – It should always contain the money keyword and the brand name. It should be not
more than of 67 characters.
 Meta tags –Meta Title: Should be same as title.
Meta Description: Should be not more than 169 Characters,
Should contain numbers
Conversational content
Special characters and money keyword.
Should not be duplicated
Meta keywords: insert the keywords you are targeting

 URL should be short and only 2 folders/clicks away from the homepage.
 Keyword optimization should be done according to the length of the page.
 Outbound links should be given to high niche sites
 All the webpages linked in webpage should not go to 404. If it is going please again
link the correct URL.
 URL should be present in the site’s Sitemap
 H1 tags – keep the money keyword as H1 as it is the main heading
 H2- H6 tags – keep the subheadings as the supporting keywords you are targeting.
 Image and alt title are checked
 Page speed in checked and optimize the images
 Robot.txt file of page is checked
 After uploading the webpage, it is checked on browse SEO and check everything as
this tool shows you how the bot sees your page.
 If there is a duplicate content to a main page, a 301 redirect is given to the main
money page you want to rank on.
 Page should be mobile responsive and the page speed in mobile should be above 80
preferably.
 Internal linking from high niche websites to our page
 3.2.3.2Off Page Activities –
What is a Backlink –
A “backlink” is created when an external website links to yours. This why we refer it to as
“inbound links” or “links pointing to your website”
There are 2 types of Backlinks –
1). Power Backlinks – The backlinks which directly result into rank improvement are lethal
2). Foundational Backlinks – The backlinks which help in establishing a brand and to develop
overall digital presence. Sometimes the websites from where your intent to get a backlink only
allows naked URL backlink or author bio backlink or the foundational backlinks which are
mentioned below.

POWER BACKLINKS –
 Exact match anchor text (Anchor texting your money keyword)
 Partial match anchor text (the anchor text contains your keyword. Partial match
means that at least one word from the phrase match anchor text matches the
exact match anchor text. You can even use long-long tail keywords)
 Phrase match anchor text (Anchor texting phrase or LSI of your keyword)

FOUNDATIONAL BACKLINKS –
 Generic Backlink (Click here, go here, Click, view, etc.)
 Naked URL (complete URL)
 Co-occurrence (If you want to get the best hair transplant treatment in Delhi -
click here, you need to give hyperlink after your keyword)
 Branded Link (hyperlinking on Clinicspots)
 Author bio backlink (your gravatar profile link or LinkedIn profile link or link to
Clinicspots)
 Comment backlink (commenting on posts and giving a link over there)

Backlink For local SEO by the following ways–

1. Publishing articles on high niche websites and giving hyperlinks within the content
body
2. Commenting on blog posts
3. YouTube comments
4. Social Bookmarking (link submissions and article writing)
5. Classified Ads
6. Directory submissions
7. Clinicspots Blogs and Footer Blogs
8. Discussion forum backlinks
9. Quora answers
10. Create own blogs on websites like – onmogul, WordPress, quora, LinkedIn, blogger,
and other web2.0 websites.
Social Sites –
 The most common social media sites are
 Google Plus
 Facebook
 LinkedIn
 Twitter
 Medium
 Pinterest
 Growth hackers
 Reddit


How to build Backlinks
STEP 1: CONTENT CURATION –
 Firstly, a high-quality content is curated which is highly relevant to webpage
which you want to rank.
 The anchor text should be within the first 20% - 25% (or first 100 words) of the
content body.
 The keywords which includes the main money keyword, phrase of the keyword, LSI
of the keyword and Google suggested terms of the title of the article should be there
naturally in your article.
 Always PLAGARISM (uniqueness) of your article is checked.
 Once a new webpage is published, an inbound link is given to it which is from a
very high niche and have very good DA+PA.

STEP 2: FIND QUALITY WEBSITES –

BLOGGER OUTREACH VIA FACEBOOK – groups and pages on Facebook are joined
which are related to guest posting, SEO, PBN (paid blog network), inbound linking, back
linking, etc. and post requirement of website to publish articles and get inbound links.

DROP MY LINK.COM –
 It is the Ultimate Link Building Helper. It is the best and free tool for finding websites for link
building.
 Drop my link gives options to select websites for –
 Guest posting
 Comment backlinks
 Blog platforms
 Write for us
 Contribute, etc.
STEP 3 – ANALYZE THE WEBSITES

After Google’s Penguin algorithm and Google Fred update which basically identifies
irrelevant backlinks and over-aggressive link building, it is indispensable to build only
and only relevant backlinks from a website having good DA + PA and more
importantly a website having good organic traffic.

To measure and judge a website’s credibility, we use similar web–

SIMILAR WEB PLUG-IN –

To check and judge a website on the following parameters

 Traffic
 Niche
 Country origin
 Bounce rate

STEP 4 – SUBMIT YOUR ARTICLE AND REQUEST TO PUBLISH IT AND

PROMOTE IT ON SOCAL MEDIA SITES.

3.2.4Data Analysis –
























Chapter 3.3- Business
Development (Cold
Calling)
 3.3.1 Task Assigned –

TASK 1: Cold calling to the Dental clinics in Hyderabad for Business Development

TASK2: Cold Calling to the Hair Transplant clinics in Chennai for Business Development.

My task is to call the clinics in those locations and get the right persons contact or email id
who deal with the marketing activities of clinic and explain them that we generate leads by
SEO and paid ads like face book and sell to them.

Once they tell us that they are interested we will give the details of that clinic to the sales
department of our company. So, that further they will do process to convert them.

3.3.2 Tasks Achieved –

TASK 1: Cold calling to the Dental clinics in Hyderabad for Business Development

 Good response from Dental doctors in Hyderabad to do business with clinicspots.com

 Cold calling for 38 Dental clinics in Hyderabad and sent proposals for 7 clinics and sent
details to sales team.

TASK 2: Cold calling to the Hair Transplant Clinics in Chennai for Business Development

 Cold calling for 19 clinics in Chennai and sent proposals to 4 clinics and sent details to
sales team.
 Good response from hair transplant clinics in Chennai to do business with
clinicspots.com

3.3.3 Process of target Achieved –

Data Mining: Collecting the data of clinics and contact numbers of clinics from the google
search maps.

Cold Calling: Calling to the clinics and explaining them about our organization and telling
them to connect the authorized person who can deal with us and explaining about our website
ClinicSpots.com.
And telling them that we will give them verified leads by running ad campaigns and leads
generated through SEO.

Sales Team: Once I found that that particular clinic is interested in dealing with organization
and their details are sent to sales team for further process and converting them as customers.

3.3.4 Data Analysis

TASK 1: Dental Clinics in Hyderabad

TASK 2: Hair Transplant Clinics in Chennai

 Chapter 3.4 -
Paid Campaigns
 3.3.1 Task Assigned –
TASK 1: To create Search Ad for Hair Transplant in Mysore.

TASK 2: To create Display Ad for Hair Transplant in Mysore

TASK 3: To create You Tube Ads for Help to Heal Organization.

To create paid campaigns for the above and monitor the impressions, Clicks, Leads and Cost.

3.3.2Tasks Achieved –

Task1: Search Ad for Hair Transplant in Mysore.

 Created Google search Ad campaign for hair transplant in Mysore URL.

 Achieved 33 clicks and 178 Impressions for Hair Transplant Mysore Page.
 Average cost per click is 12.84rupees.
 The total campaign cost incurred is 500 rupees.

TASK 2: To create Display Ad for Hair Transplant in Mysore.

 Created Google display ad campaign for hair transplant in Mysore.

 Achieved 99 clicks and 7.61k Impressions for Hair Transplant Mysore Page.
 Average cost per click is 3.01 rupees.
 The campaign cost incurred is 340 rupees.

TASK 3: To create You Tube Ads for Help to Heal Organization.

 Created a You Tube Ad campaign for getting views.

 Achieved 587 Impressions, 118 views. The view rate is 20.10%.
 The Average cost per view is .50 rupee. The total cost incurred is 70 rupees.
 3.3.3 Process of Task completion –

Search Campaign: Create a Google Ad account of your own and recharge it.

From the “Campaigns” dashboard

 Click the +CAMPAIGN button

 Click “Search Network Only”
 After naming your campaign, Click “All Features” for type for the most flexibility in
terms of customization
 Networks > Click “Include Search Partners”
 Locations > Enter where in the world you want your Ad the show
 Bid Strategy > Enter budget
 Ad extensions > For a deep dive into the various extensions, check out our other
videos: Location, Sitelinks, Call Extensions, Callout Extensions, Mobile App Extensions
(unavailable for Search Network Only campaigns)
 Ad Scheduling > choose when you want your Ads to show. To make bid adjustments
based on timing.

Display Ad Campaign: From the same account you can create Display ad campaign.

 Original AdWords Interface

 From your “Campaigns” dashboard
 Click the +CAMPAIGN button
 Click “Display Network Only”
 After naming your campaign, Click “All Features” for type for the most flexibility in
terms of customization
 Locations > Enter where in the world you want your Ad the show
 Languages > Enter what language demographic you wish to target
 Bid Strategy > Enter budget
 Ad extensions > There are two extensions available for Display Ads. For a deep dive,
check out the respective tutorial videos:
 Location
 Call Extensions
 **Advanced Settings: We break each of these down in other videos. For a basic
campaign, leave these alone. An example of an Advanced Setting is Ad Scheduling >
choose when you want your Ads to show. To make bid adjustments based on timing,
check out our how-to video here
 Creating your first Ad Group:
 Ad group name: Use a descriptive title applicable to your target audience. This will
be crucial to keeping your reports organized and legible
  Enhanced CPC: This bid per click will override your orginial settings. This is an
opportunity to funnel more, or less money towards the specified Ad Group
 How to target your ads
 Display keywords: target websites that have THESE keywords in them
 Interests & remarketing: targeting people with the specified interest found in the
drop-down menu
 Affinity Audience: people who have shown interested
 In-Market Audience: an audience Google has determined as ready to buy or in the
market for certain items.
 Use a different targeting method
 Topics: the topic of the website (ie. Sports Websites)
 Placements: pick specific websites
 Demographics
 **You can overlay different targeting options. For example, you can target people
who are interested in a certain topic (ie. Basketball) who are surfing on certain
placements (ESPN.com, BleacherReport.com). These overlaid targeting options
narrow the scope of your target – think Venn Diagram.
 When it comes to retargeting your display ads, make sure you have frequency
capping setup, so you don’t start annoying people with your ads.
 Creating your Ad
 Text & Image Ads: This part is largely up to you as the marketer. If you have specific
questions about ways to add some originality to your Ads, check out our other blog
posts: here.
 SAVE your Ad. You will be able to re-use this ad
 You can revisit your target audience after the Ad is created by navigating to the
Display Network tab, and using our guide above on How to Target your Ads

You Tube Ad Campaign:

 Sign into your AdWords account.

 Click the Campaigns tab.
 Click +CAMPAIGN, and then click Video.
 Enter a campaign name.
 Choose a campaign subtype:
 For “Mobile app installs” follow these instructions.
 For “Shopping” follow these instructions.
 Learn more about campaign subtypes.
 For "Standard" campaigns, do the following:
 Next to “Video ad formats” select In-stream or video discovery ads.
 Enter a budget.
 Choose the networks you want the video campaign to run on.
 Choose the locations where you want to target (or exclude) your campaign.
  Choose the language of your customers.
 (Optional) Choose the devices you want to show your ads on. You can target
particular operating systems, device models, and carriers. By default, your ads will
show on all eligible devices.
 (Optional) Edit your campaign’s advanced settings.
 Click Save and continue.
 Enter an ad group name.
 Next to “Your YouTube video,” choose a YouTube video.
 Next to “Video ad format” choose either In-stream ad or Video discovery ad. Enter
the required information.
 Set a bid amount.
 Edit the targeting methods you want to use for your ads. By default, your ads will
show to all viewers.
 Click Save ad group.

3.3.4 Data Analysis

Task 1: Search Ad Campaign for Hair Transplant in Mysore.

Analysis of Search Campaign

TASK 2: Display Ad Campaign for Hair Transplant in Mysore

Analysis of Display Ad Campaign

TASK 3: You Tube Ad Campaign for Help to Heal Organisation

Chapter-3.4 –
Creating a List of
Doctors and Clinics

TASK 1: Association Doctors with clinics where they are providing services for creating a
detail listing of Dermatology Hyderabad, Dental Mumbai, dermatology, dermatologist,
cosmetology, cosmetologist, hair transplant surgeon of Kanpur, Jodhpur, Udaipur, Guwahati.
 Chapter 4 – Conclusion and Learnings
4.1 Conclusion & learnings

• Gained deep knowledge of technical SEO and overall processes

• Got an opportunity to work on Segment and Site wide.
• Fought with big player competitors and won.
• Got an opportunity to understand how a start-up is helping people and
gaining success and reputation in Market
• Competitor analysis
• Geo targeting as per the product or service
• Consumer engagement.
• Competing in global and local niche digital market like JustDial, Sulekha,
Practo
• Developing new pages for website.
• Creating and implementing strategies as per the competitor in every different
segments of healthcare.
• Analysing data in search console and search analytics to create strategy.
• Budget management for the paid ad campaigns
• Handling a segment on a single URL level and site level.
• Selecting appropriate tool for different SEO functionalities.
• Exercising leadership
• Allocating time effectively.
• How to do Cold Calling.

4.2 Takeaways

The major takeaway is having been given such a huge responsibility and part of a large
segment by Sir and to lead a team to success. Sir guides us every day to increase our
confidence to beat our competition. It is because of this we can Beat Just Dial, which is
considered a huge competition in listing business and SEO.

Another achievement is the knowledge of the strategies used by such big companies like
Practo and Justdial and then beating them and increasing our rankings and business.

Learned how to write content, keyword research, infographic, google ads and ad campaign,
Facebook ad, how to do cold calling. How to connect the right person through cold calling.

Understood the importance of backlinks for Web Pages through other sites, Quora and other
social bookmarking sites.
 4.3 Challenges –
•
People are not willing to trust on online medical portal for serious treatment.
•
Highly Competitive Market & Big players as competition
•
Ultimate power is with Google for Rankings
•
Not sure what effort makes you rank
•
There are more than 200 factors for Ranking
•
Need deep knowledge of SEO, Investment and excellent site architecture
•
Knowledge of all tools
• Perfect competitor Analysis and Keyword Research
•
Connecting to the authorised person by cold calling

Chapter 5: Recommendations

• More emphasis on Medical Tourism as the ticket size is high

• Local SEO is easy to give income for a start-up
• Segment like Dental, Cosmetology and Hair transplant which are less risky attracts
high income and leads
• PR should be increased to improve online reputation
• More client’s association for hyper-locations
• More association with big pockets for exposure and branding

References-

• http://www.clinicspots.com/
• https://www.digicores.com/
• www.google.co.in/Adwords
• www.facebook.com/clinicspots/
• https://adwords.google.com/KeywordPlanner#start
• http://www.clinicspots.com/hair-loss/India/Visakhapatnam/hair-transplant/
• http://www.clinicspots.com/General/robotic-hair-transplant/
• http://www.clinicspots.com/hair-loss/India/Hyderabad/hair-transplant/
• http://www.clinicspots.com/General/facial-hair-transplant/