In order to overcome the challenges that we identified, we initially began to work on creating a strategy that was entirely fresh, such as optimising the title and meta tags on the website. By doing this, search engines are able to decipher what the content on your page is about, and therefore are more likely to show your results first in the search engine. We did this for every page as well as the homepage to ensure that no opportunities were missed to improve ranking. Loading time of the page was also identified and, accordingly, reduced image file sizes which helped to improve the website’s performance. We also carried out competitor analysis, strategies that can provide you with a distinct advantage in the competitive environment. By conducting highly detailed keyword research, we gain a deeper insight into the audience; how they search online and could rank for keywords on Google. Based on this understanding, we worked with our targeted keywords and started with off-page techniques. Optimising for off-site ranking factors involves improving search engine and user perception of a site’s popularity, relevance, trustworthiness, and authority. off-page techniques helped the website appear higher in search rankings. Along with improving the organic ranking, we put additional focus on finding new and innovative ways to drive new users to the website and increase traffic. We regularly keep an eye on SEO rankings. Regularly tracking our SEO ensures our onsite content is accurate with regards to what users are searching for. The effort of an aggressive keyword paid off. We were able to rank 7 keywords on the First Search engine ranking page. Meanwhile, we introduced a Paid Search Campaign on Google with the aim of generating website traffic. We wanted to diverge all traffic for “nightlife” onto the website. Keeping this in mind, we extensively researched the target audience, i.e., all those looking for night parties in North Goa. We ran Google ads through the months of November and December for about 2 weeks. And with careful budget management and consistent keyword management and analysis, we managed to receive over 241 website visitors. The Ads ayere run in major places in North Goa. Also managed to improve the click rate reduce the cost per click in December