SUMMER INTERNSHIP PROJECT

ON

Understanding the Problems of the Vendors and

SEO of the Website and Mobile App

NOHUP TECHNOLOGIES LIMITED (Cabsguru)

In Partial Fulfilment Of

PGDM- General

Lal Bahadur Shastri Institute of Management

Under the Supervision of -

Prof. Samant Shant Priya

Faculty, LBSIM

Submitted by:

Dipankar Duttagupta

Roll No-119

June 2016

i
 CERTIFICATE

This is to certify that Mr. Dipankar Duttagupta Roll No. 119/2015 has completed his summer

internship at Nohup Technologies Limited and has submitted this project report entitled

‘Understanding the Problems of the Vendors and SEO of the Website and Mobile App’ towards

part fulfillment of the requirements for the award of the Post Graduate Diploma in Management 2015-

2017. This Report is the result of his own work and to the best of my knowledge no part of it has

earlier comprised any other report, monograph, dissertation or book. This project was carried out

under my supervision during the period 04th April 2016 to 04th June 2016.

Dr. Samant Shant Priya

Faculty Guide

Lal Bahadur Shastri Institute of Management

ii
 ACKNOWLEDGEMENT

I express my gratitude and debt of thanks to Cabsguru for providing me with the opportunity to work

on the project. I would also like to take the opportunity to sincerely thank Mr. Pulkit Ahuja (Co-

Founder, Cabsguru) and Mr. Vikash Singh (Co-Founder, Cabsguru) for helping me at every step, for

sharing their knowledge and experience, providing me with an insight into the corporate world and

invaluable experience to last a lifetime. I am indeed grateful to Prof. Samant Shant Priya (Lal Bahadur

Shatri Institute of Management) who has been my mentor and took out time from his busy schedule to

supervise me over my work at regular intervals, which helped me in the completion of this report. I

would like to thank him for the constant advice, encouragement and foresight that gave the right

direction to the project. He inspired me greatly through the project and his willingness to motivate

contributed tremendously to the performance.

Dipankar Duttagupta

iii
 EXECUTIVE SUMMARY

An analysis of the factors affecting the vendors of the Cab Industry in running their business

in the present scenario is the foremost requirement for the successful formulation and

implementation of a model which would make sure of a happy pool of Suppliers. This would

subsequently help Cabsguru to position itself as one of the major player in the Cabs Industry.

Search engine Optimization plays an important role in increasing Cabsguru’s visibility

digitally and for lead generation.

The first part of the report deals with understanding the problems faced by the Vendors in the

present scenario. The second part deals with implementation of Search Engine Optimization

in Cabsguru’s website and its mobile application.

Data is collected with the help of primary sources and the results are interpreted. One of the

key findings is that Cabsguru can help the vendors ease their Operations and ensure safety

with the help of Technology. Ensuring business throughout the year and profitability are the

other factors.

The vendors perceive Cabsguru to provide efficienct, functioning in all seasons and

convenience.

iv
 TABLE OF CONTENTS

Chapter No. Title Page No.

1 Introduction 1-10

1.1 Background
1.2 Company Overview
1.3 Competitor Analysis
1.4 SWOT Analysis
1.5 PESTEL Analysis
1.6 Porter’s five forces
1.7 Marketing Mix
1.8 Literature Review
1.9 Research Objective
2 Project 1- Understanding the Problems of the Vendors in the present scenario 11-19

2.1 Research Methodology

2.2 Analysis
2.3 Findings
2.4 Conclusion
2.5 Limitation
2.6 Recommendation
2.7 Key Learnings
3 Project 2- Search Engine Optimization of the Website and the mobile application 20-39

3.1 Introduction
3.2 SEO Implementation
3.3 App Indexing
3.4 Website Performance after SEO Implementation
3.5 Conclusion
3.6 Limitation
3.7 Recommendations
3.8 Key Learnings
4 References 40

v
 ANNEXURE

QUESTIONNAIRE

vi
 CHAPTER 1: INTRODUCTION

1.1 Background
Over the years the change in trends of doing conventional things has been seen. To purchase food, to

order groceries, to book flight or train tickets, to book movie tickets. Even further more to book cabs.

Earlier people used to stand on the roads and wait for a cab to pass and they used to signal when they

needed to use one. But now everything has been shifted to applications online.

It has made everything much more convenient for the general people to avail services without any

hustle. Every day there is a new strategy launched to attract more customers or to cut down their cost

of operations just to maximize their profit making. Nowadays a basic auto charges us over Rs. 10 per

kilometre but the cab service providers have reduced that to Rs 6, which in a period of time will not

only save money to of the customers but also increase and encourage the people to use the modern

method of booking.

Estimated price to visit Jaipur using a cab just to reach there would be estimably around Rs 3000,

which if covered by a train would cost less as well as will be faster. So using a cab personally to have

a trip there is not beneficial where as if it is a family or a carpool for the same, then the trip would be

justified. So to make intercity travels by cabs, the idea of vacations would be recommended. But not

all intercity travel is costly or for the same a logical reason to be made via trains.

Such as to travel to Gurgaon from Noida, the distance is nearly 50 kilometres and it would cost you to

around Rs 400 to make that trip. Prices offered by major cab companies are much below than what the

conventional cab vendors’ offer. They also have started a price war by reducing their prices to a bare

minimum. This method as not only allowed them to capture a large market section but also promoted

this mode of pre-ordering cabs. The basic prices offered in Delhi start from Rs 6 and goes to Rs 14 per

km. But these depend on the type of the cab service one has ordered for. They could be a mini, sedan

or an SUV. At times, to have a carpool in taxi will save a lot of money to the service provider.

1
A more recent trend has been noticed in method of payment. Since people are more interested in

carrying cashless wallets so they have started to pay the though e-wallets or digital cash. The new

method of payment has saved a lot of trouble to ask for change or to fight for a few bucks. So by

introducing that to every cab owner, it will help both the owner of the cab as well as the customer.

This would also help in seeing the actual true value of transaction happening. By tying up with other

small service providers would also help in increasing the fleet of cabs and they would be available at

any point of time when being ordered.

Even now days providing WiFi in cabs has shown significant increase in customer use growth. By also

expanding the operations with autos and e-rickshaw will be a boon to this industry as the potential for

growth is limitless and as newer technologies are developed, this industry can also tap on those and

successfully take tenders from the government to book tickets and being paid in commission for that.

1.2 Company Overview

Cabsguru was founded by Vikash Singh and Pulkit Ahuja with the idea to aggregate

Ola/Uber/TaxiforSure/Meru among others on a single app. Using disruptive technology as the

launching pad, the mission is to remove information asymmetry that existed in the Indian market. The

ultimate vision is to make intercity and intra-city cab bookings economical and safer for commuters in

accordance to their needs, with Cabsguru being the best solution to it.

The major services offered are:

1. Intra city Services

2. Inter City Services

3. Self-Drive Services

2
Cabsguru as an idea initiated with the purpose of addressing the pain points of modern day cab

commuter in India. In the starting years of this decade, the emergence of transportation startups like

Ola, Uber, Taxi for Sure etc in India was giving rise to a paradigm shift in the way people treat cabs

for their daily commute. But, while these startups were solving the key operational problems and on

ground inefficiencies that existed in the country’s road transportation system, they were at the same

time giving rise to a whole new problem.

This new problem was emerging as a result of the following factors:

 Each of these startups were so good at what they were doing that the customer was always left

confused about which service provider to go with for a particular journey.

 Each of these startups had very little or no product/ service differentiation

 Each of these startups had raised enough money to make the end user aware of their services

through extensive marketing budgets, thereby adding to the end users dilemma.

User Value creation- Cabsguru is presently a 2nd Level Cab Aggregator for all Major 1st Level Cab

Aggregators across India.

 A single platform to compare and contrast various available road travel options in real time.

Users can sort available options by Price, ETA, Rating, etc with a single click.

 Increasing inventory available per click by aggregating all available providers in an area on a

single app.

 Making cab booking less operator specific and more availability specific.

 Providing driver ratings across apps, thereby making ratings more driver specific rather than

provider specific.

3
1.3 Competitor Analysis

Carzonrent Ixigo Roder Ola Cabsguru

Funding Self-funded $18.5m $240,000 Fresh funding $200,000

of $500m

One way No Yes Yes No No

Local Yes No No No Yes

Features International Marketplace, Services and Reach and Lowest rates, one
reach app customer base stop solution for
travel needs
Drawbacks High rates No local High rates New in No one way or ride
and no local outstation sharing
market, no
local
Exhibit 1.1: Competitor analysis

1.4 SWOT Analysis

Weakness - No Control;
Strength -Premium cabs;
over services; No one-way
Wi-fi; Lowest rates; 24/7
; Operations from Delhi
customer service
NCR only

Opportunity - One Threat - Increasing

way/ride sharing; competition; Entry of
Huge unorganized market; Huge players like ola,
Many untapped cities meru

Exhibit 1.2: SWOT Analysis

4
1.5 PESTEL Analysis

POLITICAL – FDI in Transportation, Fair pricing policies by state and central governments, Ban on

surge pricing, Changes in labour laws.

ECONOMIC – Changes in taxation, Change in disposable income levels in tier 2 and tier 3.

SOCIAL – Women safety issues, Driver safety incidences, Change in lifestyle of tier 1 and tier 2

audience.

TECHNOLOGY –Networking effect among demand and supply sides, Better maps availability, Pick

point location tagging, Open API from OLA and Uber.

ENVIRONMENTAL – Ban on diesel cabs and tempo travellers.

LEGAL – Ban on diesel cabs, Relaxation in start-up laws.

1.6 Porter’s five forces

THREAT OF
NEW
ENTERANTS

BARGAINING RIVARLY BARGAINING

AMONG
POWER OF EXISTING
POWER OF
SUPPLIERS COMPETITORS BUYERS

THREAT OF
SUBSITUTE
SERVICES

Exhibit 1.3: Porter’s five forces

5
THREAT OF NEW ENTERANTS – Ola being one of the major players in the cab industry have

started their services in the intercity vertical recently.

THREAT OF SUBSITUTE SERVICES – Ride sharing is a cheap and viable alternative to intercity

travel by cab.

BARGAINING POWER OF BUYERS – Due to a number of suppliers, the buyer has an upper hand

as they can choose from different suppliers. After services; incentives, discounts and cash backs play a

major role in the negotiation of prices and affect profits indirectly for their market presence.

BARGAINING POWER OF SUPPLIERS – Market scenario keeps changes, so due to heavy

demand in the peak season, suppliers shoot up their prices (per km charges).

RIVARLY AMONG EXISTING COMPETITORS – Existing market players such as ixigo in the

intercity domain have a big market share so it is difficult to gain market share.

1.7 Marketing Mix

PROMOTION

PRICE
Marketing PLACE
Mix

PRODUCT

Exhibit 1.4: 4 P’s of Marketing

6
PRICE –
 5% Commission
 Rs.1 extra per km on intercity

PRODUCT –
 Intracity
 Intercity
 Robocab
 Self drive

PLACE –
 Online (Android/iOS application based)

PROMOTION –
 Online marketing
 Offline ( pamphlets )
 Word of mouth
 Public relations

1.8 LITERATURE REVIEW

Evolution of the Organised Taxi Sector in India: -

Mega Cabs and Fast Track Taxi started out in 2001 itself with small fleets. The market, however,

started seeing traction only from 2006 onwards when the likes of Meru Cabs, Easy Cabs and Savaari

came up. There are now several competitors eyeing for a piece of the pie.

Phase 1 – Fully Owned Fleets

In the initial phase of the market companies owned the complete fleet with the drivers as salaried

employees. This was characterized by high capital costs to the company – car loan EMI’s, high

maintenance costs. While this model facilitated rapid expansion, it also came at a huge cost. Caused

high stress levels in drivers and there were driver strikes that affected the service.

Bookings were mainly done via telephone calls and cash was the dominant model.

7
Phase 2 – Fleet Aggregation Model

Companies like TaxiForSure and Ola started this model where small fleet owners or single car owners

can put the company brand on the car, and get registered with them. Cars are free to take up non-

company rides, but for every company-initiated ride, they pay the company a fixed percentage as

commission. This model had low capital expenditure and lower maintenance costs.

Booking was done via telephone calls as well as through their websites. While cash was still the

dominant payment form, in-cab POS terminal for credit / debit cards started being used as well in this

phase.

Phase 3 – The Hybrid Model (Current Phase)

In this model part of the fleet is owned by the company and part of the fleet is from an aggregation

model, hence providing the best of both worlds – better control on cab availability and service quality

while keeping costs low.

Booking are done via telephone, website as well as mobile apps and the payments via cash, card and

wallets.

Uncertainties around the government policies regarding the industry may persist, but they’re not

deterring the industry anymore—existing players are continuing their race for market share, and new

investors are joining in. Perhaps India’s huge population, 65% of which is 35 or younger, is too big an

opportunity for anybody to miss out on.

Many companies, with several different business models, have emerged in India over the recent years

to get a piece of what’s estimated to be an $8 billion (Rs48,000 crore) taxi market that remains

incredibly diffuse. Currently, large services account for only 5% or so of the industry. Within that slice

of the market, four organised players—Ola, Uber, Meru Cabs, and CarzOnRent (the operator of Easy

Cabs)—have collectively captured around three-quarters of the business, the market research and

consulting firm TechSci Research tells Quartz. Between those four, Uber and Ola—with their deep-

pocketed investors—have zoomed past the others by expanding to many more cities and broadening

the scope of their platforms. But the stakes are considerable. India’s taxi-aggregation industry is set to

grow at a compounded annual growth rate of 17% between 2015 and 2020, according to Karan

8
Chechi, research director at TechSci. Ola and TaxiForSure together held 80% of the Indian market,

followed by 12% for Meru Cabs and just 4% for Uber. Japan’s SoftBank is an investor in Ola.

With regard to the demand for cab services, the Review concluded that:

 The use of taxi services is rising faster than that for hackney services.

 The majority of consumer access cab services through telephone booking.

 The demand for cab services is a peaked demand, with Fridays and Saturdays

accounting for 73 per cent of all trips.

 Cab use by people with disabilities is lower than that by the population in general and

has fallen since 2005.

 Cabs are used predominately for social and recreational purposes.

Turning to the supply of cab services, the Review has found that:

 The supply of cab services peaks in the period from Thursday to Saturday. However,

in this regard, supply is not as peaked as demand.

 In 2008, cab drivers worked more shifts and worked longer hours than three years

previously.

 The supply structure of the cab industry is undergoing significant change. This

involves increased part-time working and an increased proportion of drivers with a

second job.

 Part-time drivers are much more likely to supply services on days of peak demand

than are their full time counterparts. Therefore, part-time drivers make a valuable

contribution to meeting peak demands.

9
1.9 Research Objective

In general, research objectives describe what we expect to achieve by a project.

Research objectives are usually expressed in lay terms and are directed as much to the client as to the

researcher. Research objectives may be linked with a hypothesis or used as a statement of purpose in a

study that does not have a hypothesis.

Even if the nature of the research has not been clear to the layperson from the hypotheses, s/he should

be able to understand the research from the objectives.

The Project has been carried out in two subsequent sub projects titled:

Project 1: To Understand the Problems of the Vendors in the present scenario.

Project 2: To Optimize of the website and mobile application for Search Engine.

10
 CHAPTER 2: PROJECT 1

Understanding the Problems of the Vendors in the present scenario

2.1 Research Methodology

 Exploratory/ Qualitative research was taken in the form of Depth Interviews from the existing

vendors of Cabsguru.

 Made a note of all the variables obtained and prepared a questionnaire.

 Quantitative research was taken in the form of Survey.

 Out of the 70 vendors with whom I met, responses from 63 vendors were collected. Hence, the

sample size is 63.

 Factor Analysis was applied to the data obtained from the above process.

11
2.2 Analysis

FACTOR ANALYSIS

It is an inter-dependence technique. No variables in this analysis are dependent or interdependent.

Factors are inter-dependent. It examines given relation between the variables. It is basically a linear

combination of variables. Ideally, each variable is a factor. It is data reduction or summarization

technique. It is most widely used technique. Factors are selected on the basis of their Eigen value

which should be at least one because one factor must represent at least one variable.

Cronbach's (alpha) is used as a (lowerbound) estimate of the reliability of a questionnaire.

It has been proposed that can be viewed as the expected correlation of two tests that measure the same

construct. By using this definition, it is implicitly assumed that the average correlation of a set of items

is an accurate estimate of the average correlation of all items that pertain to a certain construct.

Since Cronbach’s Alpha > 0.6. Hence, the questionnaire is reliable.

12
Kaiser-Meyer-Olkin Measure of Sampling Adequacy is used to check whether Factor Analysis is

appropriate tool to analyse the date. Since, the KMO value is more than 0.5, so, it shows that Factor

analysis is appropriate to analyse the data.

Bartlett’s Test is another indication of the relation among variables. Since, the significance is less than

0.05 (value is 0.000), we reject the null hypothesis that all variables are un-correlated. Hence the

variables are correlated.

Communalities
Initial Extraction
Payment Process 1.000 .640
Customer Identification 1.000 .622
Availability of demand throughout the year 1.000 .685
Vehicle Tracking 1.000 .638
Vehicle Maintenance 1.000 .501
Driver Availability 1.000 .763
Reliability on Driver 1.000 .660
Disagreements between driver and customers 1.000 .538
Changes in trip plans 1.000 .761
Per trip income 1.000 .685
Government laws (Diesel ban, etc.) 1.000 .733
Corruption while collecting taxes 1.000 .501
Competition 1.000 .732
Roadside assistance 1.000 .571
Extraction Method: Principal Component Analysis.

This table shows how much of the variance in the variables has been accounted for by the extracted

factors.

In this case, for instance, over 63.8% of the variance in ‘Vehicle Tracking’ is accounted for, while

73.3% of the variance in ‘Government Laws’ is accounted for.

13
This is the proportion of each variable's variance that can be explained by the factors. It can be defined

as the sum of squared factor loadings for the variables.

It shows all the factors extractable from the analysis along with their Eigen values, the percent of

variance attributable to each factor, and the cumulative variance of the factor and the previous factors.

Notice that the first factor accounts for 21.128% of the variance, the second 19.617%, the third is

12.375%, the fourth is 11.401%.

Initial - With principal factor axis factoring, the initial values on the diagonal of the correlation matrix

are determined by the squared multiple correlation of the variable with the other variables.

Extraction - The values in this column indicate the proportion of each variable's variance that can be

explained by the retained factors. Variables with high values are well represented in the common

factor space, while variables with low values are not well represented.

We can see in the above table that in both, rotated and un-rotated, the cumulative percentage is coming

out to be 64.521%.

14
Scree plot tells us ideally how many factors should be there. From the scree plot given, we can easily

say that there just 4 points whose value is greater than or equal to one over the y-axis i.e. there are

only 4 points in the plot whose Eigen value is greater than or equal to 1 so, we can say that ideally

there should be 4 factors in this situation.

15
 Component Matrixa
Component
1 2 3 4
Payment Process
Customer Identification
Availability of demand throughout the year .629
Vehicle Tracking .671
Vehicle Maintenance .609
Driver Availability .720
Reliability on Driver .627
Disagreements between driver and customers .618
Changes in trip plans .692
Per trip income
Government laws (Diesel ban, etc.) .791
Corruption while collecting taxes
Competition .607
Roadside assistance
Extraction Method: Principal Component Analysis.
a. 4 components extracted.

Rotated Component Matrixa

Component
1 2 3 4
Payment Process .781
Customer Identification .748
Availability of demand throughout the year .643
Vehicle Tracking .757
Vehicle Maintenance
Driver Availability .852
Reliability on Driver .802
Disagreements between driver and customers
Changes in trip plans
Per trip income .742
Government laws (Diesel ban, etc.) .741
Corruption while collecting taxes .697
Competition -.640
Roadside assistance .684
Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

16
From the above table we’ll see the combinations from both matrices – Component Matrix (rotated),

Rotated Component Matrix.

The combinations that we get from there are-

a. Component Matrix:

F1 = 3, 4, 5, 6, 8, 9

F2 = 11

F3 = 13

F4 = 7

b. Rotated Component Matrix

F1 = 3, 4, 6, 14

F2 = 1, 2, 11, 12

F3 = 10, 13

F4 = 7

2.3 Findings

We’ll consider factors from rotated component matrix

Factor 1 is a combination of:

1. Availability of demand throughout the year

2. Roadside Assistance

3. Vehicle Tracking

4. Driver Availability

Factor 2 is a combination of:

1. Payment Process

2. Customer Identification

3. Government Laws

4. Corruption

17
Factor 3 is a combination of:

1. Per Trip Income

2. Competition

Factor 4 is a combination of:

1. Reliability of Driver

From these variables, we can name these factors as:

Factor 1: Use of Technology and Proper Demand Collection

Factor 2: Operation Management

Factor 3: Profitability

Factor 4: Driver Verification

Using factor analysis we have reduced 14 variables into 4 factors for minimizing data complexity.

2.4 Conclusion

It is thus observed that the vendors were facing few problems. Some of them were the inability to

track the vehicles on real-time basis, road-side assistance in times of emergency, collecting payments

from the customer and corruption in tolls and state borders. Due to huge competition, they are ready to

book their fleets at the minimum price which reduces their per-trip income. One of the greatest

problem for them is to receive demand throughout the year. Generally, they receive huge demand only

in the period of April to July, popularly known as the ‘Peak season’.

18
2.5 Limitation

 The sample considered is based out of Delhi only. The factors will vary in India based on

Geographic location.

 Due to lack of time, I was unable to meet many vendors in NCR region.

2.6 Recommendation

 Recommended the company to make sure that the new business model should address the four

factors obtained regarding the problems faced by the vendors in the present scenario.

2.7 Key Learnings

 With about 95% of intercity taxi market being unorganized, there is a huge scope for

Cabsguru to grow and expand its wings all over India.

 Understanding the problems faced by the vendors in present scenario.

 Pain points of start-ups, how companies with deep pockets are burning cash to eliminate

competition.

 Understanding the intercity cab travel market of Delhi NCR.

 Vendor On-Boarding: finding out the right kind of vendors for Cabsguru and then on-boarding

them by explaining the benefits they would receive by being part of it.

19
 CHAPTER 3: PROJECT 2

Search Engine Optimization of the Website and the mobile application

3.1 Introduction

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,”

“organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web

pages and other content such as videos or local listings are shown and ranked based on what the search

engine considers most relevant to users.

3.2 SEO Implementation

Following were the actions taken to optimize the website and the mobile application:

 Did a competitive analysis of other websites and make a list of all keywords. This is done by

clicking ‘View page source’ of their website.

 Used ‘Google Keyword Planner’ and ‘Moz Keyword Difficulty’ tool to get the traffic and

popularity of each one of them. Change the settings for Google in India.

Sites Keywords Search per month Description

Cheapest Intercity Outstation

Roder Taxi 0 Online Taxi/Cab
Booking Service india|
Cab Booking Online 590 Call - 08010440044 |
Best Intercity taxi with
one way fare | Book
Delhi Gurgaon Agra Dehradun
from Delhi Gurgaon
Chandigarh Jaipur Noida
Agra Dehradun
Chandigarh Jaipur
intercity cabs 320 Noida for lowest rates

20
cab service 74000

car booking 3600

taxi booking 22200

airport taxi

lowest price 4400

taxi services 12100

india intercity cabs 0

book intercity taxi 10

cab booking 9900

intercity taxi 1000

oneway cabs 10

oneway taxi 40

india cab booking 10

car rental india 1000

rent a car 550000

airport drop

hire a cab 320

outstation cabs 1000

outstation taxi 320

low price taxi 50

21
cab cheap price taxi 0

cab rent car in india 0

cab service 74000

taxi service 165000

hire car in india 30

book cab 2400

cab service in india 90

local taxi booking 10

book cab online 1900

cab at half price 0

Book Oneway taxi 0

Save money on oneway taxi 0

Book car rentals 20

best car rental 3600

best cab service in india 50

top cab service 0

top one way cab price 0

cabs for airport

taxi for airport

quick cabs 1900

22
 city taxi 33100

car rental 1000000

car rental india 1000

book cab rentals 0

online cab booking company 0

Wiwigo Hire Oneway

outstation taxi, cab or
car at half price- first
time in India. Book
Oneway taxi from
Delhi to Chandigarh,
Delhi to Jaipur and
more in minutes

Getme The largest Indian Taxi

cab service giving round
trips and one way drop
services. Delhi,
Mumbai, Bangalore,
Hyderabad, Chennai,
Pune, Agra, Jaipur,
Kolkata, , Gurgaon,
Noida, Chandigarh and
More

Merucabs Book a cab in Delhi 880 Book a cab in

Mumbai, Delhi,
Hyderabad, Bengaluru,
Jaipur, Ahmedabad,
Chennai, Vadodara,
Surat, Pune, Kolkata,
Chandigarh,
Vishakhapatnam,
Bhubaneshwar,
Mysore

23
Savaari Car Rental 1000000 Online Taxi Booking
Service |Call
09045450000 | Book a
Car Hire 246000
Taxi in Bangalore,
Hyderabad, Chennai,
Taxi Service 165000 Delhi, Pune & Mumbai
at Lowest Fares for
Cab Service 74000 Intercity & Local
Travel

Cab Hire 320

Taxi Hire 1300

Cab Rental 210

Taxi Booking 22200

Rent A Car 550000

Car Rental India 1000

Online Cab Booking 2900

Taxi Cab 135000

Car Rental Service 1600

Online Taxi Booking 2900

Local Taxi Service 2900

Cheap Car Rental 49500

Cab 301000

Taxi 1830000

Car Rental 1000000

Car Hire Services 260

24
Car Rentals India 210

Taxi Booking India 50

Cab Booking India Car For

Hire 0

Taxi Services 12100

Online Car Rentals 140

Book A Taxi 5400

Book A Cab 5400

Car Rentals Agency India 0

Rental Cars In India 140

Car Hire India 320

India Car Hire 70

Car Hire In India 170

India Car Rentals 30

Car Rent In India 50

India Rental Cars 20

India Cabs 90

Rent Car In India 90

Car Rental India 1000

India Car Rental 260

25
 Rent A Car India 480

Car Rental In India 480

Rent A Car In India 320

India Car Rental Company 10

Corporate Car Rental India 10

City Cabs India 10

Car Rental Company In India 30

Nextcabs Next Cabs India's

largest Car Rental/Hire
Company offers
outstation and fixed
route cab services for
Delhi, Gurgaon,
Noida, Faridabad and
Ghaziabad

Magic Cab Service in Delhi Affordable taxi cab

Sewa services in Delhi -
Cabs India's best cab service
in Delhi, Gurgaon,
Noida, Ghaziabad &
Delhi, cab charges
Faridabad with one-
touch on the Cabs
rental in Delhi Magic Sewa mobile
app
taxi for airport

airport car

radio taxi in Delhi

26
 car rentals in Delhi

Cabs In Delhi

cab service

cab offers

taxi service in Gurgaon

Zoomcar self drive car 1900

self drive cars in delhi 880

self drive cars 3600

self driven car rentals 40

car rental company 2900

car rentals india 210

self drive car rental 4400

renting a car 9900

car rental 1000000

car rental services 9900

car rentals 1000000

rent a car 550000

luxury car hire 5400

budget car hire 60500

27
Voler Self Drive 2900

car hire in delhi 1000

Hire Car Services 30

Car Hire Delhi 480

Car Hire in India 170

Car Hire Services Delhi 10

Car hire Gurgaon 40

car on hire 480

car on rent in delhi 1600

Luxury Car Rental Services 40

Car on Rent 4400

Car Rental Company India 40

Cheap Car Rental 49500

Holiday Car Rental Services 10

Best Car Rental Company 4400

Car Rentals India 210

Car On Rent in Delhi 1600

Car Rental Delhi 2900

Rent a Car in India 320

car on rent 4400

28
  Similar keywords were then segmented and assigned separate pages for different keyword

segments. Used these keywords in meta tags. The following is a snapshot of the

implementation.

Pages URL Title Description Keywords

Index Cabs in Delhi | Cabsguru provides Radio taxi, cabs in delhi,

Taxi service in cheapest cabs, radio taxi,
Delhi | Radio Taxi taxi service in delhi. For
Delhi | Cabsguru all your cab service and
taxi service requirement
in Delhi, visit Cabsguru.
radio taxi delhi, taxi in
delhi, delhi cabs, car rental
delhi, taxi service in delhi

About Intercity Taxi Cabsguru provides the Intercity car, Intercity car
Service | best and cheapest service, taxi services inter
Outstation Cabs | intercity car, cabs and city, intercity cab service,
Intercity Car | taxis. Book outstation outstation cabs from delhi,
Cabsguru cabs and taxis from delhi outstation taxi from delhi,
to all destination in India. outstation taxi booking,
outstation cabs booking,
intercity cabs, intercity
taxis, Car Hire for
Outstation

FAQs Car Booking | Cab Choose from a wide range car booking, taxi booking,
Booking | Taxi of cars available for car cab booking, car rental,
Booking | Car rental or to rent a car by rent a car
Rental | Rent a car booking, taxi booking
Car or cab booking.

29
 Added 15 new pages and ‘About us’ page and drafted the content for it.

 Used <h1> tags, alt tags for images and anchor tags for hyperlinks wherever possible.

 Created 25-30 inbound and outbound links from our website for all the media mentions of us

(YourStory.in, Business Standard, etc.).

 Redirected all other URLs to have a single URL: http://cabsguru.com.

 Improve the health of the website by making sure the website had minimum downtime and

took less time to download.

 Started the blog section with the help of a Third-party tool- Wordpress.org and integrated the

website with the blog section.

 Used the SEO tool of Wordpress.org to optimize the blogs and each images uploaded in the

blogs by inserting ‘Focus Keywords’, ‘Meta Keywords’, ‘Alt tags’, ‘Title’ and ‘Content’.

 Maintained a proper keyword density of 3-4% in all the pages of the website.

 Created robots.txt and uploaded in the website root folder.

 Created sitemap.xml and uploaded it through Google Search Console.

 Submitted the website and request Google to crawl through Google Search Console.

 Used ‘Google Verify My Business’ to update location of Cabsguru in Google.

https://www.google.com/business/

30
  Checked and contacted 3rd party travel blogs to increase incoming link building.

Owner’s Name Website URL

Holidify http://www.holidify.com/about-us/

Anuradha Goyal http://www.inditales.com/

Anuradha Shankar http://anushankarn.blogspot.in/

Iris Isac http://irisholidays.com/

Umang Trivedi http://www.travelmax.in/

Rangan Datta https://rangandatta.wordpress.com/

Oindrila De https://oindrilade.wordpress.com/

Vishnu Kumar http://www.thinkingparticle.com/

Nilabh Ranjan http://www.travelescape.in/

Vrinda Maheshwari http://ghoomleyaar.com/

Prachi Garg http://www.ghoomophiro.com/

Gaurav Kumar Srivastava http://www.formertourist.com/

Ankita Shreeram https://trailstainedfingers.com/

Adyasha Dash http://adyasha-dash.blogspot.in/

Megha Jamb https://travellingisblog.wordpress.com/

Rohan http://www.travelerlust.com/

Shilpa Mary George https://chasing-sunsets.com/

Swati Saxena https://lostinmaps.com/

31
 Ruby Singh http://singhruby.com/

Pooja http://www.traveljots.com/

Shilpa Balakrishnan http://the-satori-saga.com/

Surya http://travelrope.com/

Thrillophilia http://www.thrillophilia.com/blog/

The Culture Trip http://theculturetrip.com/

Myoksha https://www.myoksha.com/contact/

 Checked for third party websites and for increase in Inbound links.

● Techcrunch

● YourStory: Filled up their form, sent an email too; waiting for approval.

http://cabsguru.yspages.com/

 Check and rectify page errors, loading time, downtime by the following tools:

 Loading time:

Pingdom: http://tools.pingdom.com/fpt/

GTmetrix: https://gtmetrix.com/

Web Page Test: http://www.webpagetest.org/

UpTrends: https://www.uptrends.com/tools/website-speed-test

 Downtime:

https://www.uptrends.com/tools/uptime

32
 3.3 App Indexing to optimize the mobile application

Steps taken for App Indexing Cabsguru’s mobile application are as follows:

 Support HTTP URLs in Your App

App Indexing for Android uses HTTP URLs to direct users to content in your app.

1. Understand your site links

Structure your website and app so they share a common set of links that both platforms can open and

use. For example, consider this website: http://www.appindexingsample.com. It’s a simple site for a

cooking school, which contains recipe content that is ideal for indexing. It also contains a registration

page where people can sign up for in-person classes and a page for browsing the in-person class

schedule. These three types of content have three distinct link types:

 Recipe Pages—http://www.appindexingsample.com/recipes/*

 Registration Page—http://www.appindexingsample.com/registration/

 Schedule Page—http://www.appindexingsample.com/schedule/

33
 Add a matching view for each link type to your app. Then configure your app to recognize and handle

each link type. Understanding the number and types of links you'll need to support before you start

building streamlines your work.

2. Connect your site with your app

Digital Asset Links take the form of a JSON file called assetlinks.json. You upload it to your web

server's well-known directory. The file defines asset links behaviour; in the case of App Indexing this

means you must configure the following fields:

 Relation: Specifies the type of relationship or delegation. For App Indexing specify that all urls

delegate to the related asset link using delegate_permission/common.handle_all_urls.

 Target: Using the namespace value of android_app determines the android app that receives the

URLs. Configure it using its package name and the SHA-256 fingerprint of the certificate you used to

sign your app before deploying it to the Play Store. Receive incoming links in your app

In the previous section you saw how the URL structure of your site is an essential component for how

to best build your app. You saw the three types of URLs on appindexingsample.com that your app

must also support:

 Recipes

 Registration

 Schedule

34
 3. Add intent filters

The first step is to add intent filters to your android manifest file. In the AndroidManifest.xml, intent

filters declare the HTTP URL patterns that your app handles from inbound links; the same URLs used

for corresponding pages on your website. Select the <activity> tag in Android Studio to reveal the

lightbulb icon to the left of the tag.

4. Choose the lightbulb, then select Add URL from the drop-down list.

Now, when a user finds the /schedule link on your site and chooses to view the search result, your app

launches and presents the schedule activity. It's important that the intent filter is consistent with your

app's logic. If the intent filter claims to support a URL, your app must also include logic to correctly

handle the URL, otherwise App Indexing will fail. In the next section you'll see how to parse the link

in this activity to determine how your app should render it and ensure App Indexing is successful.

5. Handle incoming URLs

Now that you've set the Intent Filter in your Android Manifest, your app launches a specific activity

based on the URL passed to it.

When you finish building your app, and deploy it to the play store, your app launches in response to

recognized URLs from search results.

You can control which app elements appear in Google Search. Specifically, you can adjust the

following:

6. Control indexing (optional)

 Exclude specific pages from Search results— for first-time App Indexing use, you can configure

your manifest to include only those pages you want indexed by Google. Otherwise, create

a noindex.xml file to specify the URLs you want excluded from Google Search. This is similar to how

the robots noindex meta tag works for websites.

35
 Exclude real-time app notifications from Search results—Use a noindex.xml file with a specific

exclude tag for app notifications.

Use this option only when there are HTTP URLs supported by your app that must be excluded

temporarily from indexing.

Do not use this option if there are certain HTTP URLs that you have decided to stop supporting in

your app. For that situation you should remove the HTTP URLs from the intent filter and the

corresponding app logic.

7. Create the noindex.xml file

Create a new XML file in your app's XML resources directory: res/xml/noindex.xml. Use statements

with specific attributes to indicate the parts of your app to exclude from Google Search. These

attributes are as follows:

 Uri: Excludes a specific URI from Google Search. Google doesn't index URLs that exactly match this

attribute.

 uriPrefix: Excludes all content below a URI path from Google Search. Google doesn't index those

URLs starting with a string matching this attribute.

 android:value="notification": Excludes your app's notifications from Google Search. Google doesn't

index the notifications of the app if you specify this attribute.

8. Testing URLs with Android Studio

When developing the manifest for your app, you can use the following utilities to help you build and

test URLs.

 Lint Checks for Links

When creating your manifest to support URLs to your app, use Android Studio lint version 2.x, which

flags syntax errors for your intent filters. It automatically and continuously scans your manifest and

raises errors in your manifest as described below.

36
 To turn off automatic URL checking:

 Choose File > Other Settings > Default Settings > Editor > Inspections > Android Lint.

 Uncheck Incorrect usage of app link for Google App Indexing and Missing support for Google

App Indexing.

 Link Testing in Android Studio

Use the Deep Link Testing feature for Android Studio version 2.x feature to verify that your app can

be launched with a specified URL. To set this up, first select Run > Edit Configurations from

the Android Application > Generalsection. To test a HTTP URL, select Deep link in the Launch

Options, and then input the URL to test. If the link is successful, the app should launch in the

emulator or on the connected device. Otherwise, an error message appears in the Run window.

9. Use Search Console

Once you publish your app on Google Play, add it to Search Console and associate it to your site.

(See Search Console for Apps in the Help Center.) Google will start indexing your app, and after a few

days, you can check the Crawl Error reports to make sure our systems have accessed your app content.

See the Crawl Errors Report documentation for details.

37
3.4 Website Performance after SEO Implementation

 Website traffic in the month of April 2016 (Data obtained from Google Analytics)

 Website traffic in the month of May 2016 (Data obtained from Google Analytics)

3.5 Conclusion

When we compare the website traffic for the month of April 2016 and May 2016, we observe that

the total traffic remains the same. But after the implementation of SEO, there has been an increase

in the traffic from Organic search. In April, it was 479 and in May, it was 611.

38
3.6 Limitation

 Due to low marketing budget, I could not use Inorganic SEO techniques like Google

AdWords, Facebook Marketing to improve online visibility.

3.7 Recommendations

 Recommended the company to constantly add new and relevant content in their website and to

make it more responsive.

 Recommended the company to use advertisements like Google AdWords, Facebook Ads to

increase visibility.

3.8 Key Learnings

 Search Engine Optimization techniques for website.

 Search Engine Optimization of Mobile Application through App Indexing.

 Setting up and managing the blog section of a website and how to optimize it for Search

Engines.

39
 CHAPTER 4: REFERENCES

 App Indexing. Accessed 15 April 2016

[https://firebase.google.com/docs/app-indexing/android/app]

 Search Engine Optimization. Accessed 17 April 2016

[http://searchengineland.com/guide/what-is-seo]

 Report of the Working Group on Central Roads Sector. 2012. Accessed 10 May 2016

[http://planningcommission.gov.in/aboutus/committee/wrkgrp12/transport/report/wg_cen_roa

ds.pdf]

 CAPOOR, RAVI, 2016, MAY 27. Travel market in India: US$ 40 billion by 2020. Accessed

12 May 2016 [http://www.ibef.org/blogs/travel-market-in-india-us-40-billion-by- 2020]

 GHOSH, APARNA, 2015, FEBRUARY 27. What is driving the sudden boom in travel start-

ups in India? Accessed 13 May 2016 [http://yourstory.com/2015/02/travel-startups-in-india/]

 DOCTOR, KUNAL, 2015. Indian online travel industry. Accessed 15 May 2016

[http://www.travelbizmonitor.com/images/India_Online_Travel_Industry.pdf]

40