Course: Workshop on Digital Marketing

(MKT505)
Section: Q8E37

Submitted to: Mr. Prashant Chauhan

Submitted by: Sudhanshu Kumar (12013061)

Ishita Sharma (12013378)

Navjot Singh (12002168)

Varun Garg (12002210)

Akhil Sharma (12001733)

 Acknowledgement

My journey towards achieving my destination for the competitor’s

website analysis has finally come to a fruitful culmination. My efforts
and wholehearted co-corporation of each and every one has ended on
a successful note.

During this journey, I faced numerous unforeseen problems and

unknown challenges. I would like to extend my sincere
acknowledgement to those who have supported and encouraged me
during this tough journey.

Many people met me during this endeavor and enriched me with their
support and knowledge both personally and professionally that
resulted in the project being better that it could possibly have been
without them.

I express my sincere gratitude to my Sir Dr. Prashant Chauhan, who

assisting me throughout this project. I thank him for providing me the
reinforcement, confidence and most importantly the track for the
project whenever I needed it. He also encourages me and my
teammates and support at all stages of this project. I also thank them
for inducing professional attitude in me. At last, but not the least, I pay
my due regards to my parents and Friends, because every time they
encourage, and support me when I need or require.
Part1 (A)
A keyword is a term used in digital marketing to describe a word or a group of
words an Internet user uses to perform a search in a search engine or search bar.
In an SEO strategy, keywords are very important and should be the core of any
copy written for the web (present in the content, titles and SEO elements).
We have chosen MYNTRA website as our competitor website, here is link of
the same:
https://www.myntra.com/

The website looks so good with the beautiful logo also with the colorful and
bright photographs.
They have also added good number of pages and the information provide is also
reallyamazing.
Now let’s talk about the keywords of the website, we can use several tools for
that such as:
https://app.neilpatel.com/en/traffic_analyzer/overview?lang=en&locId=2356
&domain=myntra.com
ubbersuggest.com
The keywords are given below:

The Long-Tail Keywords from the above list are:

• Indian online clothing shopping sites

• Myntra online shopping site
• Ladies cloth shop
Questions Based Keywords are as follows:

1. HOW?

• How much do jeans weigh

• How to get cheap clothes
• How men jeans are measured

2.WHAT?
• What brand of clothing is the best
• What women jeans are in style
• What is the best quality of clothes

3.WHERE?
• Where to buy jeans for men and women
• Where can I buy cheap clothes online in India

4.WHY?
• Why western over traditional
• Why men jeans are low rise
Part1 (B)

Ques: How do you feel these keywords would help the business meet the goals you
discovered?

Ans: In our opinion, yes, these keywords would help the business to meet the goal that is
discovered. The choice of keywords is done by the various tools. The links of the tools
are given below:

▪ https://moz.com/

▪ https://neilpatel.com/ubersuggest/

▪ The above is few of the tools there are many tools for analyzing the
keywords.
▪ These tools also helped in knowing the traffic overview and all the details
about the traffic sources on the website.

▪ We know that Keywords make up the ad groups, which make up the

campaigns. If these keywords have low search volume, then the ads are
going to get little or no traction. Also, if the keywords do not pertain to the
target audience, then this means wrong people are clicking on the ads.

▪ So, the keywords that are chosen by us are effective and have good search volume.
Ques: How do you feel these keywords would help draw in organic traffic to the site?

Ans:

We should always use the keywords that are more specific to the product or
service. In time, Google and other search engines will identify our website or blog
as a destination for that particular subject, that in turn will boost our content in
search rankings and help your ideal customers find us.
Following points shown below describes that how these keywords would help to
draw organic traffic to the site:
▪ By optimizing the readers, not search engines
▪ By blogging with the write content and write use of keywords
▪ Use of long tailkeywords
▪ Using internal links
▪ By consistently creating quality content
▪ Using data and metrics
The keywords are highly relevant and also the audience also found these keywords
informative and useful.
Ques: Do you feel that the point where your identified keywords are used by the
company are appropriate?
Ans. In our opinion, the keywords that are identified by us are effective as it can be seen
by the data shown in the above photos.

It is seen by the above photograph that the site’s ranking is good.

The traffic on this website is also fine, it is shown by the diagram above:

It can be analyzed by the photograph that the more traffic is from India on this
website.
The social status of the website can be seen by the above data, it can be seen that
the percentage of the YouTube is the highest whereas the percentage of the
LinkedIn is the lowest.

Part 1C

Research this businesses’ target audience, based on your best guesses by reviewing the
site. Describe the website’s audience in 150 – 250 words. Include: What gender is likely
to frequent this site, and perform searches related to this website’s products and/or
services? Where is the majority of this audience from? This could be potential content
ideas, new information to add to the site, or specific keywords. What are the primary
traffic sources for this website? For example, are most people visiting from a desktop
device, mobile device, or getting referred from social networks? What useful
information can this provide about how we can best reach this audience?

Customer Segmentation

Myntra has a massive urban market, and it is very popular among discount lovers.
Myntra caters to fashion enthusiasts as it offers as many as 15000 products of one
category. Myntra also hosts “End of Reason Sale”, which gathers enormous crowd,
according to Aman Nagaram, the C.E.O of Myntra. Such sales and discounts also attract
people from tier 2 and tier 3 cities.
Demographic Segment

• Gender- Male/ Female: What’s important to remember as we segment by

demographic is that having the exact same campaign for both genders won’t
work. Instead, what we can take away from this is that they have dived into their
customer profiles to see what trends appeal to their female customers (e.g.,
vintage) and what appeals to their male customers (e.g., fitted jeans).
• Age: The demographics are majorly towards people who are from group of 16-
40 years of age, as they are the most roving mass of individuals in terms of fashion
and lifestyle activities and also, they are highly tech savvy and are more
comfortable to computers. Most of the sales are expected to come from the people
of age group 15-35 as this is the target group having a great amount of disposable
income. Segmenting by age, Myntra has ads that target back-to-school, primary
school, and university students. This particular one is delivered to their student
target base. With the promise of a discount, this works well for the budget-
friendly university student.
• Socio-economic status: Indian culture is religiously diverse country; the
marketplace of Indian consumer is a challenging environment: a unique
demographic makeup, evolving lifestyles and aspirations, highly fragmented
media structure and huge growth potential. We do not take fashion seriously from
childhood but with passing time the hunger for fashion increases. Our fashion and
lifestyle is not world class but competitive. Fashion has taken a new shape and it
keeps moulding with the needs and desires of individuals. The spending power
of Indian consumer is great with dispensable and disposable income.

Location
Myntra Segment their location as suburban, and urban market segments, as these
targeted campaigns may serve these communities in different ways. Such sales and
discounts also attract people from tier 2 and tier 3 cities.

This usually goes hand in hand with eCommerce localization, which means:

1. Translating your copy

2. Making sure your currency is correct
3. Integrating cultural nuances/ references in your campaigns for better
relevancy
For example, Myntra Uses mobile Location to segment their audience by location. And
according to their digital marketing director, this “location-specific marketing” led to
a 146% campaign revenue increase.

PART 2

Part 2a Go back to the website you discovered earlier. Choose three key pages of this
site. One of these pages should be the homepage. The remaining two pages should be
pages you feel are important to drive traffic to.

INTRODUCTION

With every introduction there is the opportunity to make the perfect first impression.
We created “FASHION BUZZ” for men & women who want to look modern and feel
effortlessly confident wherever the day takes her.
FASHION BUZZ is thoughtfully designed from luxurious materials with polished
sophistication ensuring that he/she will look self-assured, always ready to be who he/she
is and do what they love.
A woman should never have to choose between style and comfort because there is only
one chance to make a first impression.
PAGES
HOME PAGE
https://buzfashion.weebly.com
PAGE 2
CATEGORIES
https://buzfashion.weebly.com/categories.html
PAGE 3
ABOUT
https://buzfashion.weebly.com/about.html
 Part 2b

Q. Page URL

Home Page- https://buzfashion.weebly.com/

Categories - https://buzfashion.weebly.com/categories.html
About: - https://buzfashion.weebly.com/about.html

Q. Title Tag-

Pages Page Link Occurrence Title Tag

Home https://buzfashion.weebly.com/ 1 FASHION
Page BUZZWORD -
Home
Categories https://buzfashion.weebly.com/categories.html 1 Categories -
FASHION
BUZZWORD
About https://buzfashion.weebly.com/about.html 1 About -
FASHION
BUZZWORD

Q. The Meta Description of the Page

Address Occurrence Meta Description
https://buzfashion.weebly.com/ 1 Choose from a wide range of
clothing, footwear, make-up,
accessories & wearables available.
Shop celebrity looks & get style tips
& trends from India's top influencers.
3000+ Brands. 10+ lakh styles.
Studio. Photo Search. 100% Original
Brands.

Name Value
Address https://buzfashion.weebly.com/store/c1/Featured_Products.html
URL Encoded https://buzfashion.weebly.com/store/c1/Featured_Products.html
Address
Content Type text/html; charset=UTF-8
Status Code 200
Status OK
HTTP Version HTTP/1.1
Indexability Indexable
Size 73.2 KB
Title 1 Featured Products
Title 1 Length 17
Meta Description 1 Choose from a wide range of clothing, footwear, make-up,
accessories & wearables available. Shop celebrity looks & get
style tips & trends from India's top influencers. 3000+ Brands.
10+ lakh styles. Studio. Photo Search. 100% Original Brands.
Meta Description 1 243
Length
Meta Description 1 1536
Pixel Width
Word Count 47
Text Ratio 0.33
Crawl Depth 1
Link Score
Inlinks 1
Unique Inlinks 1
% of Total 2.04
Outlinks 16
Unique Outlinks 11
External Outlinks 1
Unique External 1
Outlinks
Hash a9c97822508a279bb7804154b1aecab9
Response Time 0.43
Last Modified
Size 73.2 KB
Title 1 Featured Products
Title 1 Length 17
Meta Description 1 Choose from a wide range of clothing, footwear, make-up,
accessories & wearables available. Shop celebrity looks & get
style tips & trends from India's top influencers. 3000+ Brands.
10+ lakh styles. Studio. Photo Search. 100% Original Brands.
Meta Description 1 243
Length
Meta Description 1 1536
Pixel Width
Word Count 47
Text Ratio 0.33
Crawl Depth 1
Link Score
Inlinks 1
Unique Inlinks 1
% of Total 2.04
Outlinks 16
Unique Outlinks 11
External Outlinks 1
Unique External 1
Outlinks

Q. The H1 of the Page

Pages Address Occurrence H1 Tag

Home https://buzfashion.weebly.com/ 1 Fashion
Page Buzz
About https://buzfashion.weebly.com/about.html 1 About
Us
Categories https://buzfashion.weebly.com/categories.html 1 Our
Products
 Q. The H2 of the Page
Pages Address Occurrenc H2-1 H2-1 H2-2 H2-2 Length
e Length
https://buzfashi 2 We are 19 Home Pr 36
on.weebly.com Fashion oducts A
/ Buzz bout
Contact
https://buzfashi 2 Where 18 Fill The 42
on.weebly.com the Details so
/contact.html Heart Is That We
Can Reach
You.
https://buzfashi 2 We are 19 Home Pr 36
on.weebly.com Fashion oducts A
/ Buzz bout
Contact

Part 2c :- Improve the information on each of these pages. Based on your audience
analysis, and keyword research create a new: Title Tag (Note: this must meet character
requirements laid out in the course) Meta Description (Note: this must meet character
requirements laid out in the course) H1 (if none existed previously, create one) H2 (if
none existed previously, create one

➢ Good content always helps in bringing good traffic but on the other side
It’s not enough to produce great content and hope that people find it –
One need to be proactive. One of the best ways to increase traffic to
our website is to use social media channels to promote your content
and now a days social media channels are considered as the best way
and play a vital role in increasing the traffic but most of the marketing
strategy is focused on Search with 91.14% of traffic coming from this
channel, followed by Referrals with 0.40% and further Only 0.19%
traffic is from social media which is not good for the page. So, we must
increase percentage to generate traffic through social media. Twitter is
ideal for short, snappy (and tempting) links, whereas Google+ promotion can
 help pages show up in personalized search results and seems especially
effective.
➢ As customers are very familiar with the technology now a days and as
consider the present fast life schedule everyone wants that everything
or whatever they are searching for should be open in a small piece of
time so page loading should be fast. With the rise of the mobile
devices, people are accessing content all over the world on many
different platforms.
➢ People find that a lot of images are there in the form of advertisement
there sometimes while searching for a particular thing it seems to be
irritating so they can reduce it to minimum so in order to achieve more
customer satisfaction at a faster rate.

Title Tag
➢ Title tag plays a very important and vital role as other than good
content title tag is is the thing which attracts the customer and due to
which traffic got increases. Once you’ve identified a few strong
primary keywords then don’t forget to include them in your title tags.
Keep in mind that the page title is one of Google’s most important
ways of knowing what the topic of the page is, so without a primary
keyword, this can really lower your rankings. First impressions are
everything, so when someone is searching, make sure that visitors
take notice of your title with the keywords that you use.
➢ In order to keep ourselves in a market for a long time and to maintain
customer satisfaction the most important key is continuous
improvement.
➢ As now a days people are focusing or go towards that thing which is
mostly common and can create a good impact as People trust brands,
so if you’re a big name in your industry, make sure you prominently
display your brand name in your title tag. as this will entice people
to click and generate more traffic, thus boosting rankings.
As suggest new Title Tag for the website is: Fashion Buzzword.com

Meta Description
The main purpose is that if someone is searching for a particular thing, he should get
some good content and he can be able to compare with others and can achieve a big
difference in our products than competitors as this site also deals with different
types of products and packages.

Address Occurrence Meta Description

https://buzfashion.weebly.com/ 1 Choose from a wide range of clothing,
footwear, make-up, accessories & wearables
available. Shop celebrity looks & get style tips
& trends from India's top influencers. 3000+
Brands. 10+ lakh styles. Studio. Photo Search.
100% Original Brands.

Meta Description 1 243

Length
Meta Description 1 Pixel 1536
Width
Word Count 47
Text Ratio 0.33

The H1

Pages Address Occurrence H1 Tag

Home https://buzfashion.weebly.com/ 1 Fashion
Page Buzz
About https://buzfashion.weebly.com/about.html 1 About
Us
Categories https://buzfashion.weebly.com/categories.html 1 Our
Products
 The H2
Pages Address Occurrence H2-1 H2-1 H2-2 H2-2 Length
Length
Home https://buzfashion 2 We are 19 Home Prod 36
Page .weebly.com/ Fashion ucts About
Buzz Contact
Contact https://buzfashion 2 Where 18 Fill The 42
.weebly.com/cont the Heart Details so
act.html Is That We Can
Reach You.
About https://buzfashion 2 We are 19 Home Prod 36
.weebly.com/ Fashion ucts About
Buzz Contact

Conclusion

As per the proper analysis and research part the site is doing its best provide
proper and detailed information of any particular product or packages and
one can able to find the best product as in comparison to other as in the site
they are some lacks which are already been mention above and as we taught
above continuous improvement is the key to success.