Quiktrip, a newly established travel portal which provides hotel and flight booking services to end users, has developed a website for commercial purpose. The digital marketing manager has to achieve the target to list the website on the first two search results page of google search engine for keywords such as "book hotels", "book airline ticket", "hotels near me", "book hotel for vacation".

a. Explain how you will perform On-page and Off-page optimization. Mention 4-5 important metrics to measure the success of the SEO process?

b. Explain features of a SEO tool/software of your choice that can help the digital marketing manager in managing the SEO process