AlecGillespie

[|Echo Trails Document]

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 * Echo-Trails**

**SEO On-Page** __**MetaTag Analysis**__ Websites that are currently providing links/could potentially provide a link:
 * Competitors:**
 * **Switzerland**
 * __Lucerne Tours__
 * __Swiss Trails__
 * __Swiss Coach Tours__
 * Of these three SCT and LT both use SEO very well. Both have descriptive keywords that is relevant to the content on the page. All three optimize links as well. They have many established portals and are spread well over the web. SCT also has a nice video on their homepage that is connected to YouTube... a very good link to a vast number of potential customers.
 * **United States**
 * __Timber Tours__
 * Uses SEO very well and is near the top of the list when searching for "rocky mountain hiking tours." Has plenty of good links. Also, something I really like is the option to share photos on the site. This enables the site to have multiple layers of content and keeps things fresh, something vital in the changing bot tactics.
 * Title on the MetaTag needs to be adjusted. Needs to include more relevant keywords. For example: Lucerne Guided Hiking Tours, Guided Tours by Echo Trails, Hiking, Biking, and Walking Tours by Echo Trails, etc. With the current name Echo is one of the main keywords, which is not regularly searched for unless you are looking specifically for this company. __Tagxedo__ is a site that shows you which keywords are currently being emphasized. As of right now Echo is one of the largest words meaning it carries some of the heaviest weight in the search process. While we do want brand recognition we also want to be more accessible to the public. In order to do so our keywords and focus within our website must be centered around our products and the most commonly searched keywords.
 * The current MetaTag description is good as is. Relevant keywords throughout the descriptions and it all matches up with the content of the page.
 * The MetaTag keywords need to be reduced substantially. __Lucerne Tours__ is one of our competitors who are achieving very good results in the search process. There keywords are in the range of 10-12. Right now Echo Trails is somewhere around 42 total. This proves to be unattractive to the google and other search engine bots. Also, the keywords that should be chosen need to match up better with the content on the page. Some possible suggestions include multi day tours, guided tours, hiking, outdoors, lucerne, central switzerland, english speaking, bike tours, countryside, via alpina, scenery, and william tell.
 * SEO Off-Page**
 * __Lucerne Tourism__
 * a link is currently established here
 * Their admin refers echo-trails via chat
 * provides information and __a link to Echo-Trails__
 * Has a link on __Trip Advisor__that is specifically for Lucerne, Switzerland
 * This is a very good link... And is a focus that should continue to be pursued
 * Echo-Trails needs to look into establishing themselves on more tourism sites

Going Mobile
 * PPC option**
 * While this method can be effective, it can also be very expensive. Not knowing the budget of Echo Trails I cannot recommend this method. There are many alternatives they need to pursue before heading down this path. If they do want to pursue Google has some good options. I would also recommend Facebook however it is not as effective.
 * Social Media**
 * The current Facebook page is average at best. It is extremely hard to find on and should consider a name change to something more relevant. This is an area that Echo Trails needs to work on heavily. In today's day and age utilizing the Social Media websites can be a very cost effective approach. There is also a Google+ page however this is not nearly as popular as other Social Media websites.
 * Update Facebook page and consider shifting to a company page rather than a personal page
 * Create a YouTube account
 * Twitter account as well
 * provide links on the actual echo-trails page
 * An increasingly popular transition to portable devices
 * tourists/travelers who are Echo Trails customer base rely heavily on their smart phones
 * develop an APP that offers guides, maps, and booking features
 * Also need to make sure website is compatible with iPhones and other smart phones web browsers.
 * Augmented Reality**
 * emerging technology
 * QR codes littered throughout the trails that connect to Echo Trails app
 * Enables more interactive tours.