SYNOPSIS REPORT ON ROLE OF SEO IN TODAY’S BUSINESS

SCENARIO OF AURIGA RESEARCH

SUBMITTED IN FULFILMENT OF THE REQUIREMENTS OF

MASTERS OF BUSINESS ADMINISTRATION

(MBA)
SHOBHIT INSTITUTE OF ENGEENRING & TECHNOLOGY DEEMED TO-
BE- UNIVERSITY

SUBMITTED BY- ROHAN KUMAR

TABLE OF CONTENT

1. COMPANY OVERVIEW

2. ABSTRACT

3. INTRODUCTION

4. WHAT IS SEO?

5. THE ROLE OF SEO

6. WEBSITE OPTIMIZATION

7. IMPACT OF SEO ON THE COMPANY WEBSITE.

8. THE ALIGNMENT OF SEO AND WEBSITE TOWARDS THE

MARKETING OBJECTIVES AND MARKETING TARGET OF THE
ORGANIZATION.

9. WHAT IS MARKETING ALIGNMENT

10.AURIGA PRIVATE LIMITED

11.WEBSITE OPTIMISATION HOW TO CONTRIBUTE ON MARKETING

12.WEBSITE OPTIMIZATION FOR USER EXPERIENCE

13.ROLE OF SEO IN REAL WORLD SCNEARIO

Auriga Research is a leading multidisciplinary contract research organization
and testing lab in India. Established in the year 1990 having over two decades of
experience

in pharmaceutical testing, food testing, herbal testing, water

testing and Environmental testing. We have worked with premier clients across
industries and around the world. We offer analytical method development,
method validation, stability testing, product testing, product development,
chemical testing lab, GMO, and microbiology testing lab services along with pre-
shipment inspection. We have a team of more than 1400 professionals including
medical doctors, pharmacists, lab technicians, production spread across multiple
analytical labs, backed by avant- garde technology and world-class infrastructure.
Our team is functioning under corporate and unit level structure.

We have been serving various industries for more than 36 years in pan India

organization and testing lab in India. Established in the year 1990 having over two
decades of experience
in pharmaceutical testing, food testing, herbal testing, water

testing and Environmental testing. We have worked with premier clients across
industries and around the world. We offer analytical method development,
method validation, stability testing, product testing, product development,
chemical testing lab, GMO, and microbiology testing lab services along with pre-
shipment inspection. We have a team of more than 1400 professionals including
medical doctors, pharmacists, lab technicians, production spread across multiple
analytical labs, backed by avant- garde technology and world-class infrastructure.
Our team is functioning under corporate and unit level structure.

We have been serving various industries for more than 36 years in pan India

locations to ensure quality and safety of your products and services to ensure that
you flourish in your business. Our state of the art infrastructure and immense
focus on quality and efficient utilization of resources, ethical and transparent
conduct. We aim to bring difference in lives of our customers, suppliers,
consumers and employees. Quality is of utmost importance to us. We upgrade
human resources through training and development along with total transparency
in all operations, conscious care for environment, health and

safety. Accreditations and approvals are the pillars of your businesses strength. It
is essential for ensuring quality and consistent improvement in services to
maintain the standards and trust of consumers. Accreditation is a process by
which an independent and authorized agency accredits the quality system and

competence of a laboratory on the basis of certain predefined standards.

MISSION

Our Mission is to provide independent Clinical Research services with excellent

Quality and service to the utmost satisfaction of our business associates.

VISSON
Our Vision is to emerge as one of the most proficient, competitive and
trustworthy clinical research organizations observed by our business associates
world wide.Our principal objective is to help pharmaceutical, biotechnology, and
medical device industries across the world by providing inventive, professional,
specialized and superior quality service.

This is augmented further with integrity and consistency for reasonably priced,
proficient, well-organized, accelerated and quality medical consulting and clinical

trial management services to aptly meet the research objectives. With an approach
to get the most out of our presence and arrangements in India and overseas by
using information technology to contribute to the pharmaceutical & life sciences
industry in the development of quality products, on time and on budget.

Commitment to provide reliable & consistent services at a highly reasonable

expenditure with enhanced knowledge and work ethics developed by reputed
professionals to conduct clinical research more efficiently is paramount for us.

ABSTRACT

Effective recruitment, selection and retention are critical to organizational

success. They enable companies to have performing employees who are satisfied
with their jobs, thus contributing positively to the organization.
On the contrary in effective recruitment methodology selection and retention
would result mismatches which can have negative consequences for an
organization. A misfit who is not in tune with organization philosophies and
overall quality of work. Training a wrong hire can also be expensive. Effective
recruitment is therefore not only the first step towards organizational excellence,
but is important cost control mechanisms.

INTRODUCTION

WHAT IS SEO

The process of positioning your website to appear higher on a search engine results
page (SERP) in order to draw in more traffic is known as search engine
optimisation (SEO). For search terms that are most important to your target
audience, it is common to try to rank on the first page of Google results. Therefore,
understanding your audience's wants and needs is just as important to SEO as
knowing the technical details of how to set up your website. People can find what
they're seeking for online with the aid of search engines.

Search engines are a typical starting place when you require information, whether
you're looking into a particular product, finding a restaurant, or making travel
arrangements. They provide an excellent chance for business owners to send
targeted visitors to your website.

THE ROLE OF SEO

Increasing your position in organic search results is the aim of SEO. AdWords,
shopping, and local results optimisation all include various techniques. Although it
can seem that there are too many competing factors vying for space on SERPs,
pushing the organic rankings down, SEO can still be a very effective and profitable
strategy.

Google handles billions of search queries every day, so organic search results
represent a pretty sizable portion of the pie. To acquire and maintain organic
rankings, some initial and continuous expenditure is necessary, but every click that
directs visitors to your website is totally free.

Patrick Hathaway published this article for MailChimp. Sitebulb, an SEO

inspection tool with a technical focus, was co-founded by Patrick.

WEBSITE OPTIMIZATION

The process of improving the functionality of your website in order to attract more
visitors, boost conversion rates, and boost sales is known as website optimisation.

Search engine optimisation (SEO) is one of the most important components of

website optimisation. The method not only concentrates on getting different pages
of your website to rank highly in the SERPs for particular keywords, but also
makes it feasible for prospects to find your brand as easily as possible. On-page
optimisation is the other important factor in this. This strategy makes sure that
visitors to your website have the best possible user experience, encouraging them
to perform the necessary action and turn into leads.
IMPACT OF SEO ON THE COMPANY WEBSITE.

Any company that wants to be seen online can use search as a powerful tool to
attract large audiences to their website via search engines like Google. You can
add significant value to the customer journey and persuade people to click on your
website link before those of your rivals when you appear in the search engine
results page (SERP) by focusing on pertinent topics related to your products and
services and developing optimised content that addresses users' questions in those
areas.

Even better, the traffic you do receive is probably coming from people who are
already interested in the solutions your company provides. Your conversion rates
will significantly increase as a result, increasing the likelihood that internet visitors
will convert to actual paying clients.

Since 68% of online encounters start with a search, doing SEO correctly is
essential for improving your website's exposure on search engines and driving
more relevant traffic to it.

It's astounding to believe that there are still companies in this digital age that
frequently downplay the value of effective SEO or don't know how to use it
effectively. Worse still, some businesses may try to use dubious strategies that
promise a "quick route" to SEO success, but frequently have unfavorable
outcomes.

This article discusses how to adopt effective SEO tactics for your brand website as
well as what bad SEO looks like, the effects it can have on your performance and
revenue.

Search engine optimization impacts businesses by improving your ranking in

relevant search results. With a high enough ranking, such as on page one, your
company can use SEO to bring qualified traffic to your site, which can lead to
more leads, sales, and revenue for your business.

Because of Google's constantly evolving algorithm, SEO is a long-term strategy.

Every year, Google grows better at figuring out what users are looking for and
refining the algorithm to give searchers the most pertinent results. However, this
constant progress necessitates frequent changes to your SEO tactics. While certain
SEO strategies remain effective over time, others go away or undergo radical
change. A good illustration is keyword integration. Years ago, any SEO marketer's
objective was to cram as many keywords as they could into their sites. Currently,
that tactic is viewed as a black-hat SEO method and is strongly discouraged.

THE ALIGNMENT OF SEO AND WEBSITE TOWARDS THE

MARKETING OBJECTIVES AND MARKETING TARGET OF THE
ORGANIZATION.

A multimodal strategy necessitates marketing coordination with your SEO team

and all other parties engaged in achieving business objectives. To be successful,
teams must stop developing go-to-market plans on their own. Content writers, SEO
experts, and managers of digital marketing also see possibilities in addition to
challenges. They value core alignment and work as a team to prevent issues from
arising. Your total marketing strategy should be in line with your SEO strategy. If
you provide traffic to optimised material through several channels and in various
formats, such as by include aural content, it will perform better overall.

A certain amount of continual marketing research is necessary in order to stay

ahead of consumer preferences for various consumption mediums. You may
improve sales and accomplish your business objectives by getting the best
marketing, content, and SEO alignment possible.

A sophisticated strategy is required, one that incorporates data gathering,

incredible content creation, numerous types of owned media, Knowledge Graph
administration, integrated social media marketing, schema markup, and more.
WHAT IS MARKETING ALIGNMENT

Marketing alignment is a consistent framework for communication, strategy, and

objectives that enables sales, SEO, content marketing, and marketing to function as
a single entity. To succeed in new SEO tactics, such as showing up in the new
SERP formats introduced by Google Search Generative Experiences, it will take
this level of teamwork. A simple approach of goal-tracking, communication, and
strategy called "sales and marketing alignment" makes sure that the sales and
marketing teams work together as one cohesive unit. Teams that collaborate
effectively create high-impact results, increase significant sales, and eventually
raise revenue.
AURIGA PRIVATE LIMITED

Auriga Private Limited is a Private incorporated on 24 October 2011. It is

classified as non-govt company and is registered at Registrar of Companies, Pune.
Its authorized share capital is Rs. 100,000 and its paid-up capital is Rs. 100,000. It
is inolved in Software publishing, consultancy and supply [Software publishing
includes production, supply and documentation of ready-made (non-customized)
software, operating systems software, business & other applications software,
computer games software for all platforms. Consultancy includes providing the
best solution in the form of custom software after analyzing the user? needs and
problems. Custom software also includes made-to-order software based on orders
from specific users. Also, included are writing of software of any kind following
directives of the users; software maintenance, web-page design.

Auriga Private Limited's Annual General Meeting (AGM) was last held on 30
September 2022 and as per records from Ministry of Corporate Affairs (MCA), its
balance sheet was last filed on 31 March 2022.
Directors of Auriga Private Limited are Shantanu Manohar Dahale, Rekha
Shantanu Dahale, .

Through product and service excellence combined with outstanding value we have
established ourselves as a primary IT solutions provider in all sectors of the India
market. We target SMEs specifically with cost-effective solutions that allow
established and emerging businesses to compete with larger corporations.

In a year when service providers and advisors navigated new — or more

intensified — challenges and disruption, the 2023 Global Outsourcing 100®
demonstrated that they could and did rise to the occasion,» said IAOP’s CEO, Debi
Hamill. «We are especially proud of these organizations that strived to excel,
CIN U72200PN2011PTC141192

Company Name AURIGA PRIVATE LIMITED

Company Status Active

RoC RoC-Pune

Registration Number 141192

Company Category Company limited by Shares

Company Sub Category Non-govt company

Class of Company Private

Date of Incorporation 24 October 2011

Age of Company 11 years, 9 month, 4 days

Activity Software publishing, consultancy and

supply [Software publishing includes
production, supply and documentation of
ready-made (non-customized) software,
operating systems software, business &
other applications software, computer
games software for all platforms.
Consultancy includes providing the best
solution in the form of custom software
after analyzing the user? needs and
WEBSITE OPTIMISATION HOW TO CONTRIBUTE ON MARKETING

Every company adores their website when it first goes live. However, traffic and
conversion rates may begin to decline with time. A bad experience could lead users
to write reviews and send remarks about it .Your website has the potential to boost
your brand's traffic, leads, and conversions. You may design personalized
experiences to increase conversion rates for your customers.

It's important to identify specified outcomes before investing time and effort in
SEO and web optimisation tactics.

This is why: The sheer number of strategies, instruments, and methods that may be
used to enhance search-friendly design is astounding. You may maximize impact
while reducing overall expense if you know where your website falls short and
concentrate your efforts on fixing these issues. Any website optimisation project
should begin with a thorough analysis of the site's performance and trouble spots.
Loading and usability problems can be found using tools like Google's PageSpeed
Insights. Simple keyword research will assist you find out what terms the users in
your target market are searching for and how your site compares.

For instance, if you operate a lawn care company in Detroit, you'll want to appear
highly in searches for terms like "Detroit lawn service" and "lawn care Detroit."
You have work to do if a search for those terms doesn't show your website as the
top result.
Your website cannot be optimised using a single, standardized method. However,
there are standard methods for a few key areas of attention. Let's look at them
down below.

WEBSITE OPTIMIZATION FOR USER EXPERIENCE

 Pinpoint your market

 Think about user intent throughout the buyer journey

 Improve UX with A/B and multivariate testing

 Create a seamless mobile experience

 Find your target keywords

 Build better backlinks

 Optimize your on-page content

 Speed up your website

 Review current user behavior

ROLE OF SEO IN REAL WORLD SCNEARIO

Search Engine Optimization (SEO) plays a crucial role in enhancing the online
visibility and overall digital presence of a company. Auriga Research Company,
like any other organization, can benefit from SEO in numerous ways, which can
ultimately contribute to its growth, brand recognition, and profitability.

1. Increased Online Visibility and Traffic: Implementing effective SEO strategies

can improve Auriga Research Company's search engine rankings, making it more
visible to potential clients, researchers, and partners. By optimizing its website
content, using relevant keywords, and improving website structure, Auriga can
attract more organic traffic from search engines like Google. For instance,
targeting keywords related to "research services," "scientific consultancy," or "data
analysis" can help Auriga rank higher in search results relevant to its expertise.

2. Enhanced Brand Credibility and Trust: Ranking higher in search results often
implies credibility and trustworthiness to users. When Auriga consistently appears
at the top of search engine results for relevant queries, it creates a positive
impression on potential clients and stakeholders. Building a strong online presence
through SEO can reinforce Auriga's brand authority and trust among its target
audience.

3. Better User Experience (UX): SEO involves optimizing website elements like
site speed, mobile responsiveness, and easy navigation, which in turn enhances the
overall user experience. A well-structured and user-friendly website can lead to
increased engagement, longer sessions, and reduced bounce rates, contributing to
improved SEO performance and higher conversion rates for Auriga.
4. Cost-Effectiveness: Compared to traditional marketing methods, SEO is a cost-
effective long-term strategy. Once Auriga establishes its website's SEO foundation
and ranks for relevant keywords, it can continuously attract organic traffic without
significant ongoing costs. This can significantly reduce the company's customer
acquisition costs over time.

5. Targeted Marketing and Lead Generation: SEO allows Auriga to target specific
audiences looking for research-related services or scientific consultancy. By
understanding user search intent and behavior, Auriga can create tailored content
that addresses the needs of its potential clients. This targeted approach can lead to
higher quality leads and better conversion rates.

6. Data-Driven Insights: SEO involves analyzing various metrics and data to

measure performance and make informed decisions. Auriga can use tools like
Google Analytics and Search Console to track website traffic, user behavior,
keyword performance, and more. These insights can help in refining SEO
strategies, identifying opportunities, and adapting to changing market demands.

For Auriga Research Company specifically, imagine they specialize in offering

scientific research services for pharmaceutical companies. By implementing SEO
strategies such as optimizing their website for keywords related to "pharmaceutical
research services," "clinical trials management," and "drug development
consulting," they can attract pharmaceutical firms searching for such services.
Additionally, creating informative blog posts or case studies related to recent
advancements in the pharmaceutical industry or scientific breakthroughs can help
Auriga attract organic traffic from researchers and industry professionals seeking
reliable information or consultancy services.

In conclusion, SEO offers Auriga Research Company an opportunity to strengthen

its online presence, attract relevant traffic, enhance brand credibility, and
ultimately drive business growth in the highly competitive field of scientific
research and consultancy.

MENTOR’S SIGNATURE