Search Engine Optimization: A Tool for Innovation in Business Communication
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Abstract
Search Engine Optimization (SEO) has gained enormous popularity in business communication. These days, getting a business website on the first page of Google search is recognized as one of the perfect marketing tools to influence visitors' decisions and create a corporate identity and a brand image. The present study highlights the outcomes of the live project initiatedfor marketing the brand image of Jagannath International Management School (JIMS), Vasant Kunj, during the lockdown period with the help of a digital marketing team comprising JIMS students from three disciplines – Management, Computer Applications, and Mass Communications. Thus, thisstudy documents the insights that evolved during the project. The data regarding the progress of the ranking on the search engine result page (SERP) has been collected fortnightly for four months. The study documents the step-by-step procedure implemented to achieve the SEO results and analyzes the factors that affect the ranking of websites on SERP.