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REPORT ON COOLWINKS.

COM

Vandalur-Kelambakkam Road, Chennai-600 127

A PROJECT REPORT SUBMITTED TO

Dr. ANGELINE GAUTAMI FERNANDO

VIT BUSINESS SCHOOL

In partial fulfillment of the requirements for the course of

DIGITAL AND SOCIAL MEDIA MARKETING

IN

MBA (Masters of Business Administration)

SUBMITTED BY
J ARVIND BHASKARAN 17MBA1030
SAI PRASSHANTH R V 17MBA1041
NARAYANE C P 17MBA1050
ABINAYA R D 17MBA1049
ACKNOWLEDGEMENT
We would like to show our gratitude to Dr. Angeline Gautami Fernando, Course Instructor, VIT
Chennai for his constant support and encouragement and for giving us a good guidance for project
throughout numerous consultations.
We whole-heartedly thank all faculty members and supporting staff of the Department for their
cooperation. We would like to express our gratitude to our beloved parents and friends for their
encouragement and cooperation.

J ARVIND BHASKARAN 17MBA1030

SAI PRASSHANTH R V 17MBA1041

NARAYANE C P 17MBA1050

ABINAYA R D 17MBA1049
1. WEBSITE USABILITY AND SEO OPTIMIZATION REPORT:

COOLWINKS.COM

 RESPONSE CODES

Blocked by Robots

This is a count of URI that are blocked by a sites robots.txt file. Whether a URL should or should not be blocked from being

indexed should be evaluated on a case by case basis. Here it is 0.4%. But if you want a page to be indexed by search engines,

it should not be blocked in the robots.txt file.


No Response

This is a count of URI that for some reason did not return a response code. Typically this is because the server is slow or busy,

causing Screaming Frog to timeout and move on. As default the SEO Spider will wait 10 seconds to get any kind of http

response from a URL. You can increase the time Screaming Frog waits for a page to return a response code, see the resource

link for how to do that. In this case , it is 21.37%.

Success (2xx)

This is a count of URI with a successful response code. This class of status codes indicates the action requested by the client

was received, understood, accepted, and processed successfully. The most common response code is 200, but there are 9

others that describe different types of successful response codes. From an SEO perspective, we want this to have the highest

count of all other response codes. In this case , it is 77.82%.

Redirection (3xx)

This is a count of URI that are redirecting to another URI. This class of status code indicates the client must take additional

action to complete the request. Many of these status codes are used in URL redirection. 301 and 302 redirects are most

common. For SEO purposes it is still best practice to use a 301 when permanently redirecting a URL and to use a 302 redirect

when temporarily redirecting a URL. You will sometimes see a 307 response code, with some research you’ll find that a 307 is

also a temporary redirect. A high number of 302 redirects is a cause for concern and should be investigated further. Here it is

0.4%.
 URL

Uppercase

This is a count of the number of URLs that contain an uppercase letter. The best practice for URLs is to force the CMS to use

lowercase URLs. This is recommend because technically the following URLs are unique, and if they render the same content,

they may be creating a duplicate content issue. It is 55.95% in this case.

Over 115 Characters

This is a count of the URI longer than 115 characters. Shorter URLs have a higher click through rate. This is not always possible,

i.e. news articles. But if you find that a business’s service pages are exceeding this character length, you may want to cons ider

shortening them. It is 11.9% in this case.


 PAGE TITLES

Missing

This is a count of pages missing a title tag. Titles are one of the most important things on a page. A page without a title i s at a

sever disadvantage when it comes to ranking for any search query. You’ll want to export this list and make sure that titles are

added to these pages. It is 0.83% in this case.


Over 55 Characters

This is the count of titles that exceed 55 characters. Character length is something that does not effect rankings but does impact

click through rate. By default Screaming Frog has this set to 65 characters, but 55 characters is a more accurate representat ion

of the 512px cutoff. It is 15.83% in this case.

Below 30 Characters

This is the count of titles that are below 30 characters. Short titles are an indication that a title has not been properly o ptimized.

Commonly you’ll see a list of single word titles (followed by branding) in this list. These are titles which will require more

keyword research. You’re able to change this number using Screaming Frog’s advanced configuration settings. It is 2.08% in

this case.

Over 568px

Similar to “Over 55 Characters”, this count shows the number of titles that exceed 568 pixels. 568 pixels is the commonly use d

measurement for title truncation. By default Screaming Frog has this set to a max of 486px, you’ll want to change this to be 568

before crawling your site. Titles that exceed this pixel width are at risk of not showing relevant keywords to the user which can

reduce click through rate. You’re able to change this number using Screaming Frog’s advanced configuration settings . It is

16.25% in this case.

Below 200px

Similar to “Below 30 Characters”, this count shows the number of titles that are below 200 pixels. This is Screaming Frogs

default pixel width. We recommend using the count of titles below 30 characters as a measure of titles that need more keyword

research. You’re able to change this number using Screaming Frog’s advanced configuration settings. It is 1.25 % in this case.
 MEGA DESCRIPTION

Missing

This is a count of pages missing a meta description. Missing meta description are a missed opportunity to differentiate your

page from other pages in search results. It is 2.08% in this case.

Over 155 Characters

This is the count of pages that have meta descriptions that exceed 155 characters. 155 characters is the average truncation

point for meta descriptions, but we have seen descriptions that are longer. Remember that meta descriptions are meant to be

an ad for your organic listing. So lengthy meta descriptions is an indication that the description is not doing the best job selling

the page. You’re able to change this number using Screaming Frog’s advanced configuration settings. It is 11.25 % in this case.
Below 70 Characters

This is the count of pages that have meta descriptions that are below 70 characters. Meta descriptions that are below a certain

character count is also an indication that little optimization has been done in this area. If high value pages are in this li st, meta

descriptions should be written out for each. You’re able to change this number using Screaming Frog’s advanced configuration

settings . It is 1.67% in this case.

Over 930px

This is a count of the number of meta descriptions over 930 pixels. A high count here means that desc riptions are probably

being generated programmatically from page content. You’re able to change this number using Screaming Frog’s advanced

configuration settings . It is 19.17 % in this case.

Below 400px

This is a count of the number of meta descriptions below 400 pixels. You’re able to change this number using Screaming Frog’s

advanced configuration settings. It is 1.67 % in this case.


 H1

Missing

This is a count of the pages that do not contain an H1 tag. Heading tag exist as part of a hierarchy and the H1 is king. Each

page should have an H1 that is being used in a meaningful way. It is 5.42% in this case.

Over 70 Characters

This is a count of the number of pages whos H1 tag is greater than 70 characters in length. This is just data for data’s sake. It is

18.75 % in this case.

Multiple

This is a count of the number of pages that have more than one H1 tag. If the site is not using HTML5 standards, as indicated

by in the first line of the document, and/or is not properly outlining it’s documents with sections, then there should only be one
H1 tag on each page. If the site is using HTML5 standard, as indicated by in the first line of the page, then these multiple H1s

need to be contained within sections of the page. It is 3.33 % in this case.

 H2

Missing

This is a count of the pages that do not contain an H2 tag. H2s are a part of proper page structure. They are also the second

most important part of the page after the H1. Thus not having them can be a missed opportunity. It is 11.67% in this case.

Duplicate

This is a count of the pages that contain identical H2 tags. Sometimes H2s are used to wrap template sections like navigation

elements, or logos. This is not a problem. It is 57.92% in this case.


Over 70 Characters

This is the number of pages where the H2 content exceeds 70 characters. You should not be worried about the length of your

H2s. It is 0.83% in this case.

Multiple

This is a count of the pages that contain more than one H2 tag. Multiple H2s is appropriate and expected if a site contains good

page structure. It is 70.83% in this case.

 IMAGES

Over 100kb
This is a count of the number of images that exceed 100kb in size. The file size of an images plays a large role in how quickly a

pages loads. This is because the browser must download the images before the page fully renders. It is 4.88 % in this case.

Missing Alt Text

This is a count of images that are missing alt text. Alt text helps search engines and visually impaired individuals add context to

your content. Keep that in mind and create short, descriptive alt text. It is 64.23% in this case.

 DIRECTIVES
Canonical

This is a list of pages that contain a canonical tag.

Canonicalized

This is a list of pages that have a canonical tag, but the canonical link is different then the page URL. These are “canonicalized”

pages.

No Canonical

This is a list of page that are missing a canonical tag.

Next/Prev

This is a list of pages that have a next/prev element.

Index

This is a count of the pages that have an index tag. The index tag instructs search engines to index a page. This is an

unnecessary tag as search engines will index your pages by default.

Noindex

This is a list of pages that have a noindex tag on them. The noindex tag tells search engines that it should not include the page

in search results.

Follow

This is a list of page that have a follow tag on them.

Nofollow

This is a list of nofollow tags on them. Nofollow tags allow a website to tell search engi nes not to crawl a link.

NoArchive
This is a list of pages that have a no archive tag. The noarchive tag tells search engines not to store a caches copy of the page.

NoSnippet

This is a list of pages that have a nosnippet meta tag. This tag instructs search engines to now show a snippet (description) in

search results, it also instructs search engines to not show a chached link in search results.

NoODP

This is a list of pages that have a noodp meta tag. ODP stands for Open Directory Project. The noodp tag instructs search

engines to not use the description archived in the Open Directory Project.

NoYDIR

This is a list of pages that have a noydir tag. YDIR stands for Yahoo Directory. The noydir tag instructs search engines to n ot

use the description archived in Yahoos directory.

NoImageIndex

This is a count of pages that contain a noimageindex meta tag. A noimageindex tag tells search engines not to index images on

this page.

NoTranslate

This is a count of pages that contain a no translate meta tag. A no translate meta tag tells search engines not to offer a

translation for the page.

Unavailable_After

This is a count of pages that contain an unavailable_after meta tag. An unavailable_after tag tells search engines to not show a

page in search results after a specific date/time.


Refresh

This is a count of pages that contain a meta refresh tag. This defines after how long (in seconds) a pages has to be refreshe d or

redirect users.

 HREFLANG

 The hreflang tab includes details of hreflang attributes crawled by the SEO Spider, delivered by HTML link element, HTTP Header or
XML Sitemap. Missing – URLs missing an hreflang attribute completely.-100%
2. CONSUMER JOUNEY MAPPING:

In customer life cycle, the awareness here is generated through a pop up advertisement, blogs, instagram page and
referral programs giving awareness about the website to customer

Purchase is done in online website or can also be done offline, where they provide regular cashback and coupons to
customers

Repeat purchase occurs as it is a brand and has good quality, they also provide a warranty of one year and also
additional cashback and coupons to customers. Also email marketing plays a major role to maintain loyal customers.
3. SOCIAL MEDIA MARKETING PLAN FOR coolwinks.com: