Search Engine Optimization — Winter 2025

What are the different types of keywords? Explain with suitable examples.

What are inbound links, and how can you generate authentic inbound links? Write different ways to create inbound links.

What is the significance of SEO in a digital marketing strategy for any business?

How does a Search Engine work? Explain step-by-step with a suitable figure. Page 2 of

“Thepla Junction” is a popular local food startup in Ahmedabad known for serving traditional Gujarati snacks like thepla, dhokla, and fafda through both dine-in and online delivery. Despite positive customer reviews and growing social media engagement, the company’s website fails to attract organic visitors. Most of its traffic comes from paid ads and social media promotions. The founders realised that without a strong SEO strategy, they would remain dependent on paid channels, increasing marketing costs. Adetailed SEO audit exposed several weaknesses. The website’s meta titles and descriptions were incomplete and repetitive. For example, multiple pages carried the same title tag — “Best Gujarati Food in Ahmedabad”. The site content lacked keyword focus and had thin, duplicated descriptions for different food categories. Blog posts were irregular and stuffed with irrelevant keywords such as “best food Ahmedabad tasty Gujarati food Ahmedabad cheap Gujarati snacks”, which reduced readability and ranking potential. From a technical SEO perspective, the site structure was weak. URLs were not optimised and the XML sitemap had never been submitted to Google Search Console. The page load time was above six seconds because of heavy images and uncompressed videos. Many internal links led to 404 pages, and no schema markup was used to display ratings, prices, or recipes in search results. The off-page audit revealed that the website had very few quality backlinks. Most external links came from directory listings and irrelevant forums. No partnerships or guest posts were done with food bloggers, local news portals, or restaurant review websites. Competitors like GujjuGaramBite.com and AmdavadiTaste.in ranked higher on Google for high-value keywords such as “Gujarati breakfast in Ahmedabad” and “authentic thepla home delivery”. To overcome these issues, “Thepla Junction” planned a six-month SEO improvement campaign. The strategy included optimising all meta tags, creating keyword clusters around “Gujarati snacks delivery”, and developing high-quality content explaining the cultural roots of Gujarati food. The brand also decided to collaborate with micro- influencers in Ahmedabad for backlinks, introduce structured data for product listings, and regularly monitor SEO performance through Google Analytics and Search Console. The founders now expect SEO to become their most reliable source of organic traffic, reduce advertising dependency, and help position “Thepla Junction” as Ahmedabad’s go-to name for authentic Gujarati snacks.