KelseaRawson

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__**Search Engine Optimization:**__ The process of improving the visibility of a website in search engines.

-On Page: Work to make a website as search engine friendly as possible. Such as meta tags and making URLs are optimized.
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** How is Echo Trail's SEO? **
-The photos haven't been optimized. They are named as follows: img01, img02... -Far too many keywords: They should limit themselves to maximum 13 keywords. Some of the keywords that they should include are: Switzerland, hiking, biking, tours, english, Lucerne, Luzern, travel, Alps, Echo-Trails. Some of the existing ones (culture), are completely unnecessary. -Keyword density in text needs to be checked. -What is your target audience searching? -Echo-Trails does have their site linked to many other sites in the "About us" section of their page. -Their metatag: Welcome to Echo-Trails.

-Think like your client: You are not selling a hike but an experience in beautiful Lucerne. -Link themselves to more portals, they currently are on Trip Advisor. As an English-speaking tour group, they should continue to link themselves with more tourism sites.
 * What should Eco-Trails do? **

// Echo-trails SEO clearly isn't perfect, as when we type into Google "Echo-Trails Lucerne," they are not even the first company to come up. They don't even make in onto the first page when "Lucerne hiking tours" is typed in. //

http://www.lucernetours.com/ http://www.swisscoachtours.com/mount--titlis-en278.html
 * How are their competitors' SEO? **

These two sites were the first to come up when "Lucerne tours" was typed into Google search engine. Both had the correct amount of keywords. Both neglected to tag the photos; however, Swiss Coach Tours has a Youtube video on their home page.

**__Pay Per Click:__** An internet advertising model used to direct web traffic to a site. The advertiser pays a royalty to the publisher with every click. -Usually done by bidding on a keyword to target a specific market, which leads to this being a costly option. -More of a fast, short-term solution. -In the long run, search engine optimizing is the more sustainable solution. -Googleads is a big phenomenon. 2/3 of users don't navigate past the first page. -Google seems to be the obvious choice for click advertising.


 * __ Social Media: __** Using social media to better bring awareness of the company.

-Certain products work better with social media than others do. -Products with emotional and lifestyle factors work best with social media. For example Porsche appeals to lifestyle, so they update their page almost daily. Consequentially, they have over 4m "Likes." -Keep in mind that using social media won't make a product "cool." A product/service needs the fan base before it can have a large Facebook group. -Youtube videos are becoming very popular. Youtube is almost being used as a search engine. -Although Facebook now has click advertisements, Facebook was never intended to be used as a business tool.

-Echo-Trails is on Google+ and on Facebook. -They post almost daily on their Facebook. Note that they use a profile instead of a fan page. The uploads include video, pictures and news. -The profile has over 120 friends! -Should consider some type of Youtube promotion. This may add to their site in terms of excitement and SEO.
 * Echo-Trail's Social Media: **

-Being able to get information anywhere at anytime is the way of the future. -Companies need to ensure that their sites are compatible and visible on an iphone. -Travelers don’t always have their PC, so they should consider that often tourists are going to be finding them on iphone. -APPS to watch your health are in style!
 * __ Mobile: __**

-Need to ensure that their site is visible. They don't have flash. -They could make an App for their company including things such as self-guided tours and health-conscious promotions.
 * Echo-Trails Going Mobile: **

__** Augmented Reality: **__ -It's a good time to invest in AR, as this is a growing industry. -QR codes can have anything included in them. -Can include pictures of how things looked in the past. -Mind blowing.

-Consider a testimonials section (Trip Advisor has two very positive reviews). -Don't reuse pictures. -Site needs a face lift. The font and generic background indicate that it was cheaply made.
 * __ General Tips: __**