YasminTaylor

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Yasmin Grace Taylor International Marketing Summer 2012

Echo Trails! a. First, there are entirely too many MetaTag keywords on the Echo Trials webpage. With so many keywords it makes their search options broader and nearly impossible for its target audience to search them. Big competitors such as “Walking Tours in Lucerne at Frommer’s” (http://www.frommers.com/destinations/lucerne/0162010008.html) have a lot less keywords and as a result have better search results. Echo Trails has nearly 40+ keywords, while most successful searches turn up with an average of 10-15 keywords. Echo Trails could limit their MetaTag keywords down to 11 words: Lucerne, Luzern, English Speaking, Switzerland, Hike, Bike, Walk, Tours/Tourism, Outdoors, Adventure/fun, Wilhelm Tell. b. Second, on the bright side Echo Trails’ description on MetaTag is a fairly good one. It is clear and straight to the point. Viewers will know right away what this company is about and more importantly what they have to offer. They also need to edit their image file names and Alt tags. There would be a better search turn out if their pictures were simply titled. c. Third, The title “Welcome to Echo Trials” should be as clear as the description. The ‘Welcome’ is a fun and inviting idea. Unfortunately, I at first assumed it would be Lodging Company not a touring company. This title certainly does no justice for the MetaTag keywords given for this page. This sort of title would work if ‘Echo Trails’ were more of a household name (more popular). But, because many are not yet aware of this company they may want to include words like “The Great outdoors of… or Guided Tours on…etc).
 * Search Engine Optimization:**
 * On-page:**

a. First, link popularity is very important. Unfortunately for Echo Trails it is a fairly new company so it does not have to natural link popularity like many of older competitors. There are a few things Echo Trails can do to build its link popularity. Make their content easy to understand so many people can understand and spread their message. (It's an accessibility thing.) Or something as simply as joining the Better Business Bureau (BB) or it is pretty easy to ask or answer questions on Yahoo! Answers and provide links to relevant resources. The key to link popularity is quality! b. Second, Echo Trials could really benefit from submitting to a local directory or Switzerland Yellow pages (http://yellow.local.ch/en/q?what=Welcome+to+Echo+Trials&where=Luzern&rid=NFY-). Even though their company many not be popular enough to search through this method. It can be very beneficial in the long run. Especially because this now gives Echo Trials an additional link. On “Tripadvisor.com.au (http://www.tripadvisor.com.au/Attraction_Review-g188064-d3150366-Reviews-ECHO_Trails-Lucerne.html) Echo Trails only has two reviews. They could use a directory site like this to their advantage. The two reviews that they do have are excellent. They should link to this page, so that more happy customers can share their story and draw in new customers. c. Third, increase page rank. By increasing/adding the number of quality links to Echo Trials it will inevitably improve their page rank. This may sound simple and easy enough, but Echo Trails must first put in the legwork into increasing their links to quality sources and the popularity will follow.
 * Off-page:**

PPT advertisements: a. First, Echo Trails needs to invest into possibly purchasing an ad from a website publisher. Every time someone clicks on an Echo Trails’ ad, Echo Trails will have to pay a small fee to this publisher. The idea is to generate new customers for Echo Trails, while at the same time increasing their popularity. b. Second, competitors play a big role with this method. To market themselves better Echo Trails (with search engines: Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators:) could bid on keyword phrases relevant to their target market. This should be easy for Echo Trails to do considering the large number of keywords they have to choose from that are on their MetaTag keywords. c. Echo Trails would benefit from getting an account from Google AdWords. This is where they would want to be very smart about their descriptions and keyword choices. Their pictures should also “speak a thousand words”. A nice photo would include the actual hiking trail, the hikers smiling from the top of a mountain, or both. It’s important that they not only show happy customers, but show off the beauty of the actual outdoors as well.
 * Pay Per Click:**

a. First Echo trails needs to identify that it has a major problem with social media. Echo Trials is definitely behind in regards to the social media realm. When I Googled ‘Echo Trials’ the Facebook page for a music group with the same name came up in my top three searches. After scrolling through several pages I found it nearly impossible to find THE Echo Trails actual Facebook page. Echo Trails needs to make their Facebook page more public and limit the privacy settings. Privacy settings work best for private/individual pages, not companies such as Echo Trails who are looking to expand. b. Second, many of Echo Trails’ competitors are linked to or have their own social media sites (Twitter, Facebook, Tumbler, etc). In order to even be in the same race as the competition Echo Trails needs to get more aggressive on the social media end. c. Third, being effectively involved in the social media world can generate a huge fan base for Echo Trails. It can even target audiences that they may not have considered before. The Echo Trails page on Facebook needs to be turned into a fan page. This way it easier for people who are interested in the page doesn’t have to wait for their friend request to be accepted. Many of its basic info such as: likes, interest, and gender need to update as well. This can be a big factor in the type of traffic the page attracts and could possible explain its low numbers in friends. Echo Trails face book page has lots of videos and experiences already listed on the pages wall. This can be used to their advantage, they can implement a video/picture of the week challenge for all of its customers, and reward them with a t-shirt or weekend pass. This will not only satisfy their customers but it will attract new customers as well. d. There are a lot of great pictures and testimonies and information that can be found on the Facebook page. I was also able to locate a link to BING when I searched for the page, all of which are good things. e. Another popular link that I believe Echo Trails should have is a Twitter page. Twitter is just as popular as Facebook and very good for new businesses. A Twitter page is very simple to make and does not require the ‘friend approval’ as Facebook does. I believe this deters people from the page, because they may not want to wait for their friend request to be accepted. Echo Trails can put constant updates of specials (holidays, kids, seniors etc). Link popularity is also easier to manage on Twitter by using the @ or # you can start trends or trigger keywords that will link them to other similar topics that people on Twitter are tweeting about. In a way Twitter will work for you. Another cool feature about twitter is you can add pictures. Once again fun and exciting pictures always draw in peoples attention. Instagram is another app that you can link with Twitter and Facebook. This app is strictly for pictures, but users can follow you as well. People simply like and comment on your pictures. A way to draw in customers is to link Instagram to their Twitter and their Facebook. Sometimes people don’t like to waste time reading and an amazing picture could be a deal breaker for all of those captivated by it.
 * Social Media:**

a. First, It would be a great idea for Echo Trials to create a new page just for mobile. This is because many Americans now browse the Internet on a mobile phone. b. Second, The key to having a mobile site is keeping it as simple as possible. Echo Trials must be sure to keep these steps in mind, in order to create a successful mobile site: create a sitemap for their mobile site, make sure to use standard SEO best practices, make sure their site is valid via W3C, create the site in XHTML or WML, and more importantly ensure that their website loads quickly. This is the ‘microwave generation’ as patience is a virtue. c. Third, one of the more important things is to make sure the website renders correctly with different mobile browsers (the Echo Trails page should be the same for, iPhone, Droid, Blackberry etc). This can be one of the more difficult tasks. The best way around this confusion would be to keep the website simple. This can be done by making sure the Echo Trails website adheres to all the subtleties for each browser. d. Fourth, have to ensure that Echo Trails mobile website has very clear and concise information. This would include, but not limited to, simple commands. e. Fifth, Every button on the Echo Trails site should be large and in charge. They should use, possibly a little hiking boot or mountain to serve as a mountain or clicker to make things a bit more interesting. f. Sixth, The buttons that calls to action should stand out. Any unnecessary or wordy text should be avoided. The viewer should be given the option to read more information and not be overwhelmed with it all at once. The main goal of the site is to deliver the viewer with the info they need as quickly and as clearly as possible. g. Seventh, It is vital that all of Echo Trails’ best information is listed high up on the site. The key to remember to mobile is to give the user what they are looking for fast before they lose interest and leave the page. h. Eighth, a cool way to capture adventurous people is to have some type of adventure on the page. The page should be something that will catch the viewer’s eye and generate a lot of clicks. A trail design for the home page that leads to the different information such as: contact us, book a tour now, more information, rates, hours, location, FAQs, download the app button, etc. i. Ninth, Echo Trails should create and interactive app for its loyal outdoor loving customers. Game apps are just as important in today’s technology and are becoming more and more trendier everyday. This app would have more information than the mobile site; it would be compatible for all phone types and their app stores as well. This app would be knowledgeable and fun at the same time. Adding interactive games would be a great way to attract all of the thrill seekers. j. While, on this mobile train Echo Trails may want to take a crash course in learning how different app stores work for each major phone (iPhone, Android, Blackberry), its important for user to be able to access free apps.
 * Mobile Optimization: Killer Idea!**