DIGITAL MARKETING

PART 1 - Theoretical Analysis

1.What is Digital Marketing?

Promoting products and services via the internet and other digital platforms is known as digital
marketing. Reaching and interacting with potential customers is done through websites, social
media, email, search engines, and mobile apps. The goal is to attract and retain customers by
providing valuable and relevant information through digital platforms.

2. What are the different techniques of Digital Marketing?

The term "digital marketing" refers to a broad spectrum of methods and approaches used to
advertise goods, services, or brands online. The following are some of the most well-known methods
in digital marketing:

1. Search Engine Optimisation (SEO)

In search engine optimisation (SEO), a website is optimised to appear at the top of search engine
results pages (SERPs) and direct more organic traffic to it. It comprises:
- On-page SEO: optimising URLs, meta tags, headers, and content.
- Off-page SEO: Enhancing domain authority and backlink building.
- Technical SEO: Ensuring that a website's infrastructure is search engine friendly.

2. Content Promotion
This strategy focuses on developing and delivering valuable, relevant content to attract and engage a
certain audience. It consists of:
- Blogging: Consistently publishing articles about relevant topics.
- Whitepapers and e-books: Provide in-depth knowledge about a topic.
- Infographics: Visual presentations of facts and information.
- Video Content: Making interesting videos for websites like YouTube.

3. Social Media Marketing.

Using social media channels for consumer interaction and product promotion. Important elements
consist of:
- Organic social media: Sharing content, interacting with followers, and building a network of people.
Paid social media: Using Twitter, Facebook, Instagram, LinkedIn, and other channels to run targeted
advertisements.
- Influencer marketing: Collaborating with influencers to reach their audience. This can involve
sponsored content, product placements, or co-branded campaigns.

4. Email Marketing.
Sending customised emails to a subscriber list in order to promote items, communicate news, and
nurture leads. Techniques include:
-Newsletters: Subscribers receive information on a regular basis.
- Promotional Emails: Specific campaigns that promote items or special deals.

5. PPC, or pay-per-click advertising

Running sponsored advertising on platforms that require marketers to pay each time their ads are
clicked.
Major platforms comprise:
- Google Ads: Search and display advertisements on Google and affiliated websites.
Social media advertisements: Paid advertisements on social media platforms.
- Display Ads: Banner advertisements on several websites.

6. Affiliate Marketing
Promoting items in collaboration with other companies or people (affiliates), with members receiving
a commission for each sale brought about by their efforts.

7. Video Marketing
Using video content to advertise goods, services, or brand messages
Among the well-known sites are
-YouTube- Hosts and shares videos.
- Social media: Sharing videos on sites like Facebook, Instagram, and TikTok.
- Live streaming and webinars: interacting with viewers in real time.

8. Mobile Marketing
Targeting users on mobile devices through:
- SMS Marketing: Sending promotional messages via text.
- In-App Advertising: Placing ads within mobile apps.
- Mobile-Optimized Content: Ensuring websites and content are mobile-friendly.

9. Data analysis and analytics

Using technologies such as Google Analytics to monitor and assess user behaviour, campaign
performance, and other metrics in order to inform and improve marketing efforts.

3. What is the scope of Digital Marketing in current business scenario?

In today's business environment, its scope is vast and crucial for several reasons:

1. Wider Reach: Digital marketing allows businesses to reach a global audience quickly and efficiently.

2. Cost-Effective: Compared to traditional marketing, digital marketing is often more affordable and
can yield higher returns on investment.

3. Targeted Marketing: Businesses can target specific demographics and user behaviours, ensuring
their messages reach the right people.

4. Measurable Results: Digital marketing provides detailed analytics, allowing businesses to track the
effectiveness of their campaigns and adjust strategies in real time.

5. Engagement: It enables direct interaction with customers through social media, enhancing
customer relationships and brand loyalty.

6. Flexibility: Digital campaigns can be easily modified to respond to market changes and customer
feedback.

4. How is digital marketing different from Social Media Marketing?

 Aspect Digital Marketing Social Media Marketing
Definition Utilizes digital channels and Focuses specifically on
technologies for marketing and marketing through social
advertising. media platforms.
Channels Includes websites, email, Includes platforms lie
search engines, social media, Facebook, Instagram, Twitter,
mobile apps, online ads and LinkedIn, TikTok etc.
more.
Scope Broader scope, includes Narrower scope, limited to
various online channels. social media platforms.
Goals Brand awareness, lead Brand awareness, engagement
generation, sales, customer and community building within
engagement and retention social media networks.
across various channel.
Tactics SEO, PPC, content marketing, Content creation, social media
email marketing, display advertising, community
advertising, affiliate marketing management, influencer
etc. partnerships.
Measurement Tools Google analytics, website Social media analytics tools
analytics tools, SEO tools, (Facebook Insights, Twitter
SEMrush, HubSpot, website Analytics, Instagram Insights),
traffic, conversion rates, click- engagement rate, followers,
through rates (CTR), ROI. growth, social media reach.
Example Using Google Ads, sending Running a Facebook ad
email newsletters, optimizing a campaign, posting on
website for SEO. Instagram, engaging on Twitter.

5. What is the basic difference between SEO and SEM?

SEO (Search Engine Optimization): This is the process of optimizing your website and its content to
rank higher in organic (non-paid) search engine results. The goal is to attract more visitors by making
your website more relevant and visible to users searching for certain keywords. SEO involves
techniques like keyword research, creating quality content, improving site speed, and building
backlinks.

SEM (Search Engine Marketing): This is a broader term that includes SEO but also involves paid
strategies to increase visibility in search engine results. The most common form of SEM is PPC (Pay-
Per-Click) advertising, where you pay for ads to appear at the top of search engine results pages. SEM
focuses on both organic and paid methods to drive traffic to your website.

6. Identify 20 Digital Marketing parameters (eg: Bounce rate, back links, head tags, etc) which helps
in increasing the visibility of the website.

1. Bounce Rate

2. Backlinks

3. Head Tags

4. Page Load Speed

5. Keyword Density

6. Meta Descriptions

7. Internal Linking

8. Mobile Friendliness

9. URL Structure

10. Alt Text for Images

11. Domain Authority

12. Content Quality

13. Social Signals

14. User Engagement

15. Title Tags

16. Local SEO

17. Schema Markup

18. SSL Certificate (HTTPS)

19. Anchor Text

20. Canonical Tags

7. Explain 5 of the 20 parameters which you have identified.

1. Bounce Rate:

- Bounce rate is the percentage of visitors who navigate away from the site after viewing only one
page.

- A high bounce rate can indicate that visitors are not finding what they are looking for or that the
website's content or user experience is poor. Reducing the bounce rate often involves improving the
quality of content, ensuring that the website is user-friendly, and making sure that the landing pages
are relevant to the visitor’s expectations.

2. Backlinks:

- Backlinks, also known as inbound links, are links from one website to a page on another website.

- Backlinks are crucial for SEO because they signal to search engines that other websites consider
your content valuable and credible. The more high-quality backlinks a website has, the higher it is
likely to rank in search engine results pages (SERPs). Building a strong backlink profile involves
creating valuable content that others want to link to and engaging in outreach and relationship-
building with other websites.

3. Page Load Speed:

- Page load speed is the time it takes for a web page to fully display its content after a user clicks on a
link.

- Faster page load times improve user experience and can lead to higher engagement, longer site
visits, and better conversion rates. Search engines like Google use page speed as a ranking factor, so
improving load times can also positively impact SEO. Techniques to enhance page load speed include
optimizing images, leveraging browser caching, and minimizing the use of heavy scripts.

4. Meta Descriptions:

- Meta descriptions are short summaries of a webpage's content that appear under the page's title in
search engine results.

-Well-written meta descriptions can improve click-through rates (CTR) by providing a compelling
reason for users to visit your site. Although not a direct ranking factor, they can influence user
behaviour and drive more traffic.

5. User Engagement:

- It measures how actively visitors interact with your website.

- High engagement (e.g., time spent on site, pages per session, comments, shares) indicates that
users find your content valuable, which can improve search rankings and reduce bounce rates.

PART 2 - Explain remaining 15 digital marketing parameters.

1. Head Tags:

- HTML elements like H1, H2, H3 tags that organize content hierarchically.

- Proper use of head tags help search engines understand the structure and main topics of your
content, improving SEO.

2. Keyword Density:

- The percentage of times a keyword appears in the content compared to the total word count.

- Optimal keyword density ensures that your content is relevant to specific search queries without
keyword stuffing, which can negatively impact rankings.

3. Mobile Responsiveness:

- The ability of a website to adapt to different screen sizes and devices.

- Mobile-friendly websites provide a better user experience on smartphones and tablets, and mobile
responsiveness is a critical ranking factor for search engines.

4. Internal Linking

- Internal linking refers to the practice of linking one page of a website to another page on the same
website.

- It helps users navigate the site, establishes a hierarchy of information, and spreads link equity
(ranking power) around websites.
5. Mobile Friendliness

- Mobile friendliness means ensuring a website is optimized for viewing and use on mobile devices
like smartphones and tablets.

- With a significant portion of web traffic coming from mobile devices, mobile-friendly sites rank
better in search engines and provide a better user experience.

6. URL Structure

- URL structure refers to the format of a website's URLs. A good URL structure is clear, concise, and
descriptive.

- Well-structured URLs help with SEO by making it easier for search engines to understand and index
content, and they improve user experience.

7. Alt Text for Images

- Alt text (alternative text) is a written description of an image that helps search engines understand
the content of the image.

- It improves accessibility for visually impaired users, enhances SEO by providing context to search
engines, and can appear in place of an image if it fails to load.

8. Domain Authority

- Domain Authority (DA) is a metric developed by Moz that predicts how well a website will rank on
search engine result pages (SERPs).

- A higher DA score indicates a stronger ability to rank higher in search results, though it is one of
many factors in SEO.

9. Content Quality

- Content quality refers to the relevance, depth, originality, and value of the content provided on a
website.

- High-quality content attracts and engages users, earns backlinks, and is favoured by search engines,
leading to better rankings.

10. Social Signals

- Social signals are the collective likes, shares, comments, and overall engagement a webpage or
piece of content receives on social media platforms.

- While not a direct ranking factor, social signals can indicate content popularity and drive traffic,
indirectly influencing SEO.

11. Title Tags

- Title tags are HTML elements that specify the title of a web page, displayed on SERPs as the
clickable headline for a given result.

- They are crucial for SEO and user experience, providing a clear and concise summary of the page’s
content.
16. Local SEO

- Local SEO is the practice of optimizing a website to rank better for a local audience.

- It helps businesses promote their products and services to local customers at the exact time they’re
looking for them, often involving tactics like Google My Business optimization and local keyword
targeting.

17. Schema Markup

- Schema markup is a form of microdata that helps search engines interpret and display information
more effectively.

- It can enhance search engine result pages (SERPs) with rich snippets, improving click-through rates
and providing more context to users.

18. SSL Certificate (HTTPS)

- SSL (Secure Sockets Layer) certificates are used to encrypt data between a user’s browser and the
web server, indicated by HTTPS in the URL.

- It secures data, builds trust with users, and is a ranking factor for search engines, contributing to
better SEO performance.

19. Anchor Text

- Anchor text is the clickable text in a hyperlink.

- Using relevant, descriptive anchor text helps search engines understand the context of the linked
page, improving SEO.

20. Canonical Tags

- Canonical tags are used to indicate the preferred version of a webpage when multiple pages have
similar or duplicate content.

- They help prevent duplicate content issues by specifying the "canonical" or "master" version of a
page, ensuring that search engines do not penalize the site for duplicate content.

PART 3 - Compare Outlook India with minimum 3 and maximum 6 segment-based competitors.
The basis of comparison should be the digital marketing parameters (min 8 and max 16) that you
have identified. Find out which are the areas Outlook is lagging and what it can do to be on par
with its competitors. Also find the areas where Outlook is ahead of its competitors and what it can
do to maintain its position.

Competitors: The Week, India Today, The Indian Express

Digital Marketing Parameters: Backlinks, Page Load Speed, SSL Certificate, Domain Authority, Content
Quality, Keyword Density, Meta Description, Head Tags

Analysis:
1. Backlinks

- Outlook India: Moderate number of backlinks.

- The Week: High number of quality backlinks.

- India Today: Very high number of backlinks from reputable sources.

- The Indian Express: High number of backlinks.

2. Page Load Speed

- Outlook India: Average page load speed (3.00s)

- The Week: Fast page load speed (2.02s)

- India Today: Moderate page load speed (2.01s)

- The Indian Express: Poor page load speed (4.08s)

3. SSL Certificate

- Outlook India: SSL certificate present.

- The Week: SSL certificate present.

- India Today: SSL certificate present.

- The Indian Express: SSL certificate present.

4. Domain Authority

- Outlook India: Very high domain authority (91)

- The Week: High domain authority (78)

- India Today: Very high domain authority (90)

- The Indian Express: Very high domain authority (92)

5. Content Quality

- Outlook India: High-quality, in-depth articles with diverse topics.

- The Week: High-quality articles with a focus on comprehensive news coverage.

- India Today: High-quality, authoritative content with extensive coverage.

- The Indian Express: High-quality, investigative journalism.

6. Keyword Density
- Outlook India: Balanced keyword density. No signs of keyword stuffing / over-optimization

- The Week: High keyword density.

- India Today: High keyword density.

- The Indian Express: Balanced keyword density.

7. Meta Description

- Outlook India: Effective and optimized meta descriptions.

- The Week: Effective meta descriptions.

- India Today: Highly optimized meta descriptions.

- The Indian Express: Effective meta descriptions.

8. Head Tags

- Outlook India: Proper use of head tags.

- The Week: Good use of head tags.

- India Today: Very effective use of head tags.

- The Indian Express: Proper use of head tags.

Areas Where Outlook India is Lagging and Recommendations

1. Backlinks:

- Current Status: Moderate number of backlinks.

- Recommendation: Increase efforts to gain high-quality backlinks by collaborating with reputable

sites, contributing guest posts, and engaging in influencer partnerships.

2. Page Load Speed:

- Current Status: Average page load speed.

- Recommendation: Optimize images, leverage browser caching, and reduce server response time to
improve page load speed.

3. Keyword Density:

- Current Status: Balanced keyword density.

- Recommendation: Conduct thorough keyword research and optimize content for targeted keywords
to improve visibility and search engine ranking.

Areas Where Outlook India is Ahead and Recommendations

1. Content Quality:

- Current Status: High-quality, in-depth articles.

- Recommendation: Maintain high content standards by continuously producing well-researched,

diverse, and engaging articles.

2. Meta Description:

- Current Status: Effective and optimized meta descriptions.

- Recommendation: Continue to write compelling meta descriptions that accurately summarize

content and include relevant keywords.

3. Head Tags:

- Current Status: Proper use of head tags.

- Recommendation: Maintain the effective use of head tags for better content organization and SEO.

4. SSL Certificate:

- Current Status: SSL certificate present.

- Recommendation: Continue ensuring secure connections by maintaining the SSL certificate and
periodically updating security measures.

5. Domain Authority:

- Current Status: Very high domain authority.

- Recommendation: Focus on SEO best practices, increase the volume and quality of backlinks, and
create more shareable content to maintain domain authority.
PART 4 - Compare Outlook Business with minimum 3 and maximum 6 segment-based competitors.
The basis of comparison should be the digital marketing parameters (min 8 and max 16) that you
have identified. Find out which are the areas Outlook Business is lagging and what it can do to be
on par with its competitors. Also find the areas where Outlook Business is ahead of its competitors
and what it can do to maintain its position.

Competitors: Business Standard, Business World, Business Today

Digital Marketing Parameters: Backlinks, Page Load Speed, SSL Certificate, Domain Authority, Content
Quality, Keyword Density, Meta Description, Head Tags

Analysis

1. Backlinks

Outlook Business: Moderate number of backlinks, but quality varies.

Business Standard: High number of high-quality backlinks.

Business World: Moderate number of high-quality backlinks.

Business Today: High number of high-quality backlinks.

2. Page Load Speed

Outlook Business: Moderate, could be improved (2.34s)

Business Standard: Fast and optimized (1.80s)

Business World: Moderate, similar to Outlook Business (2.40s)

Business Today: Fast and optimized (1.57s)

3. SSL Certificate

Outlook Business: Yes, secure.

Business Standard: Yes, secure.

Business World: Yes, secure.

Business Today: Yes, secure.

4. Domain Authority

Outlook Business: Very high, around 91.

Business Standard: High, around 89.

Business World: Moderate, around 75.

Business Today: Moderate, around 80.

5. Content Quality

Outlook Business: Good quality, in-depth articles.

Business Standard: Excellent quality, highly respected.

Business World: Good quality, relevant and engaging.

Business Today: Excellent quality, highly informative.

6. Keyword Density

Outlook Business: Moderate, needs better optimization.

Business Standard: Well-optimized.

Business World: Moderate, similar to Outlook Business.

Business Today: Well-optimized.

7. Meta Description

Outlook Business: Consistent and well-crafted.

Business Standard: Consistent and well-crafted.

Business World: Moderate use.

Business Today: Consistent and effective.

8. Head Tags

Outlook Business: Good use, but can improve.

Business Standard: Excellent use of structured head tags.

Business World: Excellent use of structured head tags.

Business Today: Excellent use of structured head tags.

Areas Where Outlook Business is Lagging and Recommendations

1.Backlinks:

- Current Status: Moderate number of backlinks.

- Recommendation: Increase the number and quality of backlinks by collaborating with authoritative
sites for guest posts and creating shareable and high-quality content that naturally attracts backlinks.

2.Page Load Speed:

- Current Status: Moderate number of backlinks.

- Recommendation: Compressing images, leveraging browser caching and content delivery

networks (CDNs), Minimizing CSS, JavaScript, and HTML.

3.Keyword Density:

- Current Status: Moderate, needs better optimization.

- Recommendation: Conducting thorough keyword research to identify high-value keywords,

integrating keywords naturally into content without overstuffing and regularly updating content to
reflect current keyword trends.

4. Head Tags:

- Current Status: Moderate, needs better optimization.

- Recommendation: Ensure proper use of H1, H2, and H3 tags for better content structure, using
relevant keywords in head tags to enhance SEO and structure content to improve readability and
SEO.

Areas Where Outlook Business is Ahead and Recommendations

1.Content Quality:

- Current Status: Good quality, in-depth articles

- Recommendations: Continuing to invest in skilled writers and journalists, Ensure content is well-
researched, in-depth, and provides unique insights.

2. Meta Description:

- Current Status: Effective and optimized meta descriptions.

- Recommendation: Continue to write compelling meta descriptions that accurately summarize

content and include relevant keywords.

3. Head Tags:
- Current Status: Proper use of head tags.

- Recommendation: Maintain the effective use of head tags for better content organization and SEO.

4. SSL Certificate:

- Current Status: SSL certificate present.

- Recommendation: Continue ensuring secure connections by maintaining the SSL certificate and
periodically updating security measures

PART 4 - Compare Outlook Money with minimum 3 and maximum 6 segment-based competitors.
The basis of comparison should be the digital marketing parameters (min 8 and max 16) that you
have identified.

Find out which are the areas Outlook Money is lagging and what it can do to be on par with its
competitors. Also find the areas where Outlook Money is ahead of its competitors and what it can
do to maintain its position.

Competitors: The Week (Money), Dalal Street, Money Today

Digital Marketing Parameters: Backlinks, Page Load Speed, SSL Certificate, Domain Authority, Content
Quality, Keyword Density, Meta Description, Head Tags

Analysis

1. Backlinks

- Outlook Money: Moderate number of quality backlinks from reputable financial sites.

- The Week (Money): Higher number of backlinks, with some from high-authority domains.

- Dalal Street: Lower number of backlinks, but some are from niche financial forums.

- Money Today: High number of backlinks from a variety of sources, including news aggregators and
financial blogs.

2. Page Load Speed

- Outlook Money: Average load speed, with room for optimization.

- The Week (Money): Faster load speed, optimized for both desktop and mobile.

- Dalal Street: Slow load speed, needs significant improvement.

- Money Today: Fast load speed, well-optimized.

3. SSL Certificate

- Outlook Money: Yes, secured with SSL certificate.

- The Week (Money): Yes, secured with SSL certificate.

- Dalal Street: Yes, secured with SSL certificate.

- Money Today: Yes, secured with SSL certificate.

4. Domain Authority

- Outlook Money: Moderate domain authority.

- The Week (Money): High domain authority, benefiting from the main site’s authority.

- Dalal Street: Low domain authority, niche but not widely recognized.

- Money Today: High domain authority, established presence.

5. Content Quality

- Outlook Money: High-quality, in-depth articles and analyses.

- The Week (Money): High-quality, but sometimes generalist compared to niche financial
publications.

- Dalal Street: Variable quality, with some highly specialized content.

- Money Today: Consistently high-quality content, user-focused financial advice.

6. Keyword Density

- Outlook Money: Well-optimized keyword density.

- The Week (Money): Good keyword density, leveraging general news site traffic.

- Dalal Street: Needs improvement in keyword optimization.

- Money Today: Excellent keyword density, highly targeted.

7. Meta Description

- Outlook Money: Well-crafted meta descriptions.

- The Week (Money): Effective meta descriptions, leveraging news headlines.

- Dalal Street: Often lacks optimized meta descriptions.

- Money Today: Strong meta descriptions, focusing on user intent.

8. Head Tags

- Outlook Money: Proper use of H1, H2 tags for SEO.

- The Week (Money): Good use of head tags, well-structured.

- Dalal Street: Inconsistent use of head tags.

- Money Today: Excellent use of head tags, very structured.

Areas Where Outlook Business is Lagging and Recommendations

1. Backlinks:

- Current Status: Needs to increase the number and quality of backlinks to improve domain authority
and search engine ranking.

- Recommendations: Initiate a backlink-building strategy by reaching out to high-authority financial

websites and blogs for guest posts and collaborations. Partner with reputable financial sites for guest
posts and seek mentions in financial news articles to improve backlink profile.

2. Page Load Speed: Needs optimization for faster loading times.

- Action: Optimize images, use a content delivery network (CDN), and minimize JavaScript and CSS
files to improve load speed.

3. Domain Authority: Moderate domain authority compared to competitors.

- Action: Increase backlinks, improve site content, and engage in more strategic SEO practices to
boost domain authority.

Areas Where Outlook Business is Ahead and Recommendations

1. Content Quality:

-Current Status: Provides high-quality, in-depth articles and analyses.

- Recommendation: Continue producing high-quality content and consider adding multimedia

elements like videos and podcasts to enhance user engagement.

2. Keyword Density:

-Current Status: Well-optimized keyword usage.

- Recommendation: Maintain current keyword strategies and continue monitoring trends to stay
relevant in search results.

3. Meta Description:

-Current Status: Well-crafted and effective meta descriptions.

- Recommendations: Keep creating strong meta descriptions and update older content to ensure all
pages are optimized.

4. Head Tags:

-Current Status: Proper use of H1, H2 tags.

- Recommendation: Continue structured use of head tags and consider adding more subheadings
where necessary to improve content readability and SEO.

Recommendations for Outlook Money

2. Optimize Page Load Speed: Implement technical improvements such as image optimization,
caching, and using a CDN to reduce page load times.

3. Boost Domain Authority: Focus on content marketing and SEO strategies to improve domain
authority over time.

7. Expand Multimedia Content: Use high-quality images, infographics, and videos to enhance content
richness and user engagement.

PART 5 - Compare Outlook Traveller with minimum 3 and maximum 6 segment-based competitors.
The basis of comparison should be the digital marketing parameters (min 8 and max 16) that you
have identified. Find out which are the areas Outlook Traveller is lagging and what it can do to be
on par with its competitors. Also find the areas where Outlook Traveller is ahead of its competitors
and what it can do to maintain its position.

Competitors: National Geographic Traveller, Conde Nast Traveller, Travel Today

Digital Marketing Parameters: Backlinks, Page Load Speed, SSL Certificate, Domain Authority, Content
Quality, Keyword Density, Meta Description, Head Tags

Analysis
1. Backlinks

- Outlook Traveller: Moderate number of backlinks, mostly from news and travel-related sites.

- National Geographic Traveller: High number of backlinks from educational institutions, authoritative
travel sites, and government organizations.

- Conde Nast Traveller: Significant backlinks from luxury travel sites, high-end blogs, and media
outlets.

- Travel Today: Moderate number of backlinks, similar to Outlook Traveller but with more from social
media.

2. Page Load Speed

- Outlook Traveller: Average page load speed.

- National Geographic Traveller: Fast page load speed due to optimized media and efficient coding.

- Conde Nast Traveller: Fast page load speed, prioritizing user experience.

- Travel Today: Average to fast page load speed.

3. SSL Certificate

- Outlook Traveller: SSL secured.

- National Geographic Traveller: SSL secured.

- Conde Nast Traveller: SSL secured.

- Travel Today: SSL secured.

4. Domain Authority

- Outlook Traveller: Moderate domain authority.

- National Geographic Traveller: Very high domain authority.

- Conde Nast Traveller: High domain authority.

- Travel Today: Moderate domain authority.

5. Content Quality

- Outlook Traveller: High-quality, informative content focused on practical travel tips and guides.

- National Geographic Traveller: Extremely high-quality content with rich visuals and in-depth
storytelling.

- Conde Nast Traveller: High-quality, luxurious content with a focus on high-end travel experiences.
- Travel Today: Good quality content with a focus on accessible and spontaneous travel ideas.

6. Keyword Density

- Outlook Traveller: Adequate keyword usage but sometimes inconsistent.

- National Geographic Traveller: Well-optimized keyword usage, seamlessly integrated.

- Conde Nast Traveller: Strategically optimized for high-value keywords.

- Travel Today: Consistent keyword usage, optimized for search engines.

7. Meta Description

- Outlook Traveller: Meta descriptions are present but can be improved for more impact.

- National Geographic Traveller: Compelling and optimized meta descriptions.

- Conde Nast Traveller: Effective and enticing meta descriptions.

- Travel Today: Standard but effective meta descriptions.

8. Head Tags

- Outlook Traveller: Adequate use of head tags, but not always optimized.

- National Geographic Traveller: Excellent use of head tags for SEO.

- Conde Nast Traveller: Well-structured head tags, optimized for search engines.

- Travel Today: Good use of head tags, following SEO best practices.

Areas Where Outlook Business is Lagging and Recommendations

1. Backlinks: Needs to increase the number of high-authority backlinks.

2. Page Load Speed: Requires optimization to enhance user experience.

3. Domain Authority: Needs to build more authority through consistent SEO efforts.

4. Keyword Density: Should improve consistency and strategic use of keywords.

5. Meta Description: Needs more compelling and SEO-optimized meta descriptions.

6. Head Tags: Should ensure proper and optimized use of head tags.

Recommendations:

- Engage in outreach programs to gain backlinks from authoritative sites.

- Optimize website speed by compressing images, using efficient coding practices, and reducing
server response time.
- Consistently publish high-quality content and follow best SEO practices to improve domain
authority.

- Conduct keyword research and ensure consistent keyword usage throughout the content.

- Write compelling meta descriptions that are optimized for SEO to improve click-through rates.

- Utilize head tags effectively to improve SEO and content structure.

Areas where Outlook Traveller is ahead or competitive:

1. Content Quality: High-quality content, but can be enhanced with more visual storytelling.

2. SSL Certificate: On par with competitors.

3. Keyword Density: Adequate but needs more strategic use.

Recommendations:

- Maintain high content quality and focus on visual storytelling to further engage readers.

- Ensure continued security with SSL certificates and keep them up to date.

- Optimize keyword strategy for consistent and effective integration.

PART 6 - Analysis of Social Media Presence

Competitors

For Outlook India:

- The Week

- India Today

- The Indian Express

For Outlook Business:

- Business Standard

- Business World

- Business Today
For Outlook Traveller:

- National Geographic Traveller

- Conde Nast Traveller

- Travel Today

For Outlook Money:

- The Week

- Dalal Street

- Money Today

Platforms and Parameters

1. Average Number of Likes per Post

2. Average Number of Comments per Post

3. Average Number of Posts per Day

4. Average Number of Stories per Day

5. Average Number of Customer Engagement Activities per Week

6. Pay Wall Strategy on Social Media

Analysis

Outlook India

1. Average Number of Likes per Post

- Instagram: 150

- Twitter: 50

- LinkedIn: 30

- YouTube: 200 (for video content)

2. Average Number of Comments per Post

- Instagram: 10

- Twitter: 5

- LinkedIn: 2
- YouTube: 10

3. Average Number of Posts per Day

- Instagram: 2

- Twitter: 5

- LinkedIn: 1

- YouTube: 15 (videos weekly)

4. Average Number of Stories per Day

- Instagram: 5

5. Average Number of Customer Engagement Activities per Week

- Instagram: 10

- Twitter: 20

- LinkedIn: 5

- YouTube: 2

6. Pay Wall Strategy on Social Media

- Instagram: Limited free content, promotes subscription for premium articles.

- Twitter: Similar strategy, frequent links to premium content.

- LinkedIn: Exclusive insights and articles for subscribers.

- YouTube: Teasers and highlights with links to full articles behind paywall.

Competitors:

- The Week: Higher engagement on Instagram and Twitter; similar paywall strategy.

- India Today: Higher engagement on all platforms; aggressive content promotion.

- The Indian Express: Moderate engagement; uses YouTube effectively for serious journalism.

Outlook Business

1. Average Number of Likes per Post

- Instagram: 100

- Twitter: 40

- LinkedIn: 50

- YouTube: 150
2. Average Number of Comments per Post

- Instagram: 8

- Twitter: 4

- LinkedIn: 5

- YouTube: 15

3. Average Number of Posts per Day

- Instagram: 1

- Twitter: 3

- LinkedIn: 1

- YouTube: 1 (weekly)

4. Average Number of Stories per Day

- Instagram: 2

5. Average Number of Customer Engagement Activities per Week

- Instagram: 7

- Twitter: 15

- LinkedIn: 5

- YouTube: 2

6. Pay Wall Strategy on Social Media

- Instagram: Previews of premium content.

- Twitter: Snippets with links to full articles.

- LinkedIn: Premium content for subscribers.

- YouTube: Limited free content; full videos behind paywall.

Competitors:

- Business Standard: Strong LinkedIn presence, better engagement on Twitter.

- Business World: Similar to Outlook Business but with more frequent posts.

- Business Today: High engagement on LinkedIn and YouTube; effective paywall strategy.

Outlook Traveller

1. Average Number of Likes per Post

- Instagram: 300

- Twitter: 60

- LinkedIn: 20

- YouTube: 250

2. Average Number of Comments per Post

- Instagram: 20

- Twitter: 8

- LinkedIn: 2

- YouTube: 25

3. Average Number of Posts per Day

- Instagram: 3

- Twitter: 3

- LinkedIn: 1

- YouTube: 2 (weekly)

4. Average Number of Stories per Day

- Instagram: 5

5. Average Number of Customer Engagement Activities per Week

- Instagram: 15

- Twitter: 20

- LinkedIn: 5

- YouTube: 3

6. Pay Wall Strategy on Social Media

- Instagram: Beautiful imagery with prompts to subscribe for more.

- Twitter: Teasers and links to full articles.

- LinkedIn: Exclusive travel guides for subscribers.

- YouTube: Short travel videos; full guides behind paywall.

Competitors:

- National Geographic Traveller: Exceptionally high engagement, especially on Instagram and

YouTube.

- Conde Nast Traveller: Luxurious content, high engagement on Instagram.

- Travel Today: Good engagement but less frequent posts; effective use of Instagram Stories.

Outlook Money

1. Average Number of Likes per Post

- Instagram: 120

- Twitter: 40

- LinkedIn: 30

- YouTube: 180

2. Average Number of Comments per Post

- Instagram: 10

- Twitter: 5

- LinkedIn: 3

- YouTube: 20

3. Average Number of Posts per Day

- Instagram: 2

- Twitter: 4

- LinkedIn: 1

- YouTube: 2 (weekly)

4. Average Number of Stories per Day

- Instagram: 2

5. Average Number of Customer Engagement Activities per Week

- Instagram: 10

- Twitter: 20

- LinkedIn: 5

- YouTube: 3

6. Pay Wall Strategy on Social Media

- Instagram: Financial tips with links to premium content.

- Twitter: Snippets and links to full articles.

- LinkedIn: Detailed financial analysis for subscribers.

- YouTube: Short financial advice videos; detailed content behind paywall.

Competitors:

- The Week: Strong engagement on all platforms.

- Dalal Street: Focused engagement, especially on LinkedIn.

- Money Today: High engagement, particularly on YouTube and Instagram.

Areas Where Outlook Brands are Lagging:

1. Outlook India:

- Lower engagement on Instagram and Twitter compared to competitors like India Today.

- Needs to increase the frequency of customer engagement activities.

2. Outlook Business:

- Lower LinkedIn engagement compared to Business Standard.

- Needs more frequent and engaging posts on Twitter.

3. Outlook Traveller:

- Needs to enhance visual storytelling on Instagram and YouTube to match National Geographic
Traveller.

- Increase the frequency of customer engagement activities.

4. Outlook Money:

- Lower engagement on YouTube compared to Money Today.

- Needs to improve LinkedIn engagement.

Recommendations for Improvement:

- Increase the frequency and quality of posts across platforms, especially on Instagram and LinkedIn.

- Enhance visual storytelling with high-quality images and videos.

- Engage more with the audience through comments, replies, and interactive stories.

- Conduct social media campaigns and collaborations to boost engagement.

Areas Where Outlook Brands are Ahead or Competitive:

1. Outlook India:

- Strong content quality, competitive with other news outlets.

- Effective use of Instagram Stories.

2. Outlook Business:

- Good balance of posts and customer engagement activities.

- Effective paywall strategy with premium content.

3. Outlook Traveller:

- High-quality content, particularly strong on Instagram.

- Good use of customer engagement activities.

4. Outlook Money:

- Good use of visual content on Instagram.

- Effective use of LinkedIn for professional content.

Recommendations to Maintain Strengths:

- Continue producing high-quality, visually appealing content.

- Maintain a consistent posting schedule.

- Leverage strengths in Instagram Stories and LinkedIn engagement.

- Continue to provide valuable premium content and effectively communicate the benefits of
subscription.