TaylorWright

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 * WEB 1.0**
 * On Page**
 * For starters Echo has a very weak awry of keywords. They use alot of bland keywords such as hiking, walking, and entertainment. Although the hikes they provide may be all of these things, a search like that will not make Echo stand out. They need to use more concrete keywords like Hikes in Switzerland, Sightseeing in Switzerland, and Guided Hikes through the Alps.
 * Another glaring problem I noticed was the main keyword Echo is too specific and only someone specifically looking for this company will know. A better first keyword would be Guided Hikes in Lucerne.
 * It would also be nice if they enhanced they're description on Google. Currently they have a very bland and forgetful description which will cause views to skip right over the link.
 * Add an interactive map, I would call it Hike School. On this map I would show the potential hiker what they should expect while teaching them the differences between a beginner and moderate path all the way up to strenuous. This map would also have a guide of what to and not to bring.
 * The site also needs to be more customer focused on the front page, for me the obvious choice would be to place a good sized box on the front full of former customer testimonials.
 * Off Page**
 * Work with local restaurants, hotels, and bed and breakfast's, most hotels have a things in the area tab that customers can navigate. If the tour wants to be known in Lucerne then grabbing the hotels would be vital.
 * Create a Wikipedia page!!!! with this you link all over Lucerne and get your name out there not just in Lucerne but in the hiking community too.
 * Invite famous hiking bloggers such as http://besthike.wordpress.com/ or http://www.protrails.com to come experience your hikes and get them to publish an article about you.
 * When on hikes it appears Echo takes their customers to different destinations throughout the hike. They should link to these destinations to increase publicity for that respected business as well as give you more sources giving a very positive image as well.
 * Finally utilize social media. Echo currently isn't on twitter, they don't have a youtube channel, they don't have an imagur, they aren't on google plus, and they have a piss poor Facebook page.
 * On Facebook make Echo a company not a person like it is now. Also enhance the photo's, none of the photo's are action shots from the hikes instead its people in a pub or people posing.

PPC Competition http://www.jacksonholesnowmobile.com/index.php This company effectively included social media on its front page while using interactive photo's. The sites real eye appealing and would keep the customer intrigued.
 * WEB 2.0**
 * Echo should place ads on sites such as Expedia and other travel sites. When booking motel people are also looking for something to do in that area.
 * Echo should place ads before video's on Youtube, but only on video's that are relevant. For example if someone wants to watch a video on swiss tourism than an Echo ad before the video would work nicely.
 * Plaster facebook with ads on relevant pages.
 * Finally I would only advertise on Google if I knew we were going to spend enough to stay in the top 3 otherwise i would find this strategy useless.

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