RossConte

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 * Web 1.0 **

- The MetaTag title for Echo-trails is rather basic and boring “Welcome to Echo-trails”. Yes it is a welcoming title, but something more orientated to what the consumer is looking for would be better. For example: Swiss Hiking Tours, Alpine guided hiking, Swiss Alps guided tours, etc. - The description that Echo-trails use is actually not too bad. There are good tags for vacationers, which is more than likely many of the customers who visit the website. - There are a lot of good keywords that Echo-trails utilizes, however, there are way too many. Most of the company’s competitors use around 10 different keywords. Echo-trails have more than 40 different keywords and many of them are somewhat irrelevant to what they are selling. - Echo does utilize Facebook currently, and even have a link to Facebook on the website. It is in a rather hidden location though, and I think they could make it more noticeable. - There are not many good pictures on the website and no video clips, which are practically a must nowadays, and they are relatively easy to upload too. - Echo-trails have a really weak presence on search engines, unless you specifically search for the company by name. This is not a very good move because I assume many of their customers are first time visitors and have not heard of the company before. It is important to tackle major keywords that people will search for when looking for hiking in Switzerland, such as, Lucerne hiking/biking/tours, hiking in Switzerland, etc. - There needs to be more of a presence in the social networking world too. This is a good way to get there name out because this is simply where people are typically at when connected to the internet. - It would be a strong move for echo-trails to put a link on another website, such as the Switzerland tourism website Myswitzerland.com - On the plus side Echo trails is connected to a site called Luzern.com which gives a lot of information about guided tours in Lucerne.
 * On-page **
 * Off-page **


 * Web 2.0 **

- There is a weak presence for Echo-trails on Google currently. It rarely shows up on the first page of a Google search unless you are very specific with what you are searching (i.e. Echo trails Switzerland). This needs to change, as Google is the most utilized search engine out there. To do these new key words need to be bought such as the ones mentioned before. Creating different landing pages with 7-12 keywords, not 40+ that Echo-trail currently has on their home page, can help target niche markets and land more people to the site too(long tail approach). - Echo-trails need to work more with words that are common for people to search for, and that competitors may use. Yes, it may be costly but if trying to get a name out then it is necessary, and it can pay off in the long run. - Currently Echo trails have links with Facebook and Google+. There is a good up keeping with these networks too. Updates are put onto Facebook on a daily basis. However, they do not have many followers and need to get there name out more. - Making a fan page, rather a personal page, will allow for people to just like the company and become a follower of the page. - Echo-trails need to consider utilizing other social network sites too. Especially twitter because they can post upcoming guided tours and specials. - One competitor that I found had a great site was CountryWalkers.com. This company is based out of the United States but hosts guided and self guided tours all over the world. There website is very user friendly and has a lot of different of valuable information on it. There are links to many other helpful sites too. They can be connected to Facebook very easy, as the connect symbol is in a prominent location on every single web page. The company also has a news letter which is a great way of keeping touch with clients. This is something ECHO-trails can definitely benefit from.
 * PPC **
 * Social Networks **
 * Competitors **


 * Web 3.0 **

- ECHO-trails definitely need to go mobile. The mobile market is surging in the world and in the next few years the traditional cell phone will virtually be extinct. Smartphone’s are taking over the market, leaving countless amounts of opportunities for companies to reach people on a new level. A mobile application would be a good start for ECHO-trails to jump on the mobile band wagon. - While this is still a newer technology, there is a good opportunity for ECHO-trails to utilize this in the future. The company can put something on their website so visitors can virtually put themselves in the spot on one of the trails and potentially get a feel of what it would be like to be there in person, and perhaps persuade them to go through with it.
 * Mobile **
 * Augmented Reality **