The Wanderers: Road ahead

A quick look at the current scenario

A scalable / responsive website is the current trend with the entire world hooked on to their handset. Wanderers should immediately look into this aspect.

The website should ideally be using visual elements that inspire travelling. After all, a picture is equal

to 1000 words.

The corporate video should have come first up, in order to strengthen the value-proposition from the brand’s end.

There are alignment issues existing within the framework.

There are other issues as being shown in the next couple of slides through screenshots

Quick comparison between PHP and WordPress

PHP or WordPress?

We have been discussing over mail regarding choosing between PHP & WordPress.

Regarding the query, WordPress is also based out of PHP.

WordPress is a highly versatile Content Management System platform that was initially created using PHP scripting language for simple personal blogging but it has evolved and is today powering more that 17% of the entire World Wide Web alone, making it the most desired platform for building

websites.

Comparison Points PHP WordPress

What

It is a server-side scripting language used for developing

core software or scripts for websites. PHP is used for

developing Content Management Systems like Joomla, Drupal, WordPress

etc.

It is essentially PHP-based Content Management System.

It barely requires any kind of coding. It is actually the crude

framework/software that is used for creating websites.

Users Developers - They use the

language for creating website scripts/framework/software.

End users: WordPress is the framework on which a website

is built.

Ease of Use One needs to learn PHP in

order to use it.

It is a premade framework. Only proper designs are to be created and coded. The coded

designs are to be integrated with the core framework. These designs are called

themes. These can be purchased (premade themes) or they can be custom-made (from designing to coding).

Comparison Points PHP WordPress

Content Management System (CMS)

PHP can be used for creating CMS which in turn allows to manage content on a given

website.

It is a CMS. Allows easy management of content of a

website.

Is it a platform?

PHP is not a platform. It is a scripting language used to

create platforms like WordPress, Joomla etc.

It is a platform that can be installed on server. Users don't

need to fiddle around with codes and can actually work

from a simple dashboard.

Price Money and time (and of course technical IQ) is

required to learn the language.

The framework is free but the themes are not available for

free. Themes are to be purchased or custom-made. Price will vary on choice and

functions required. More complicated the functions of a website are, the greater is the price of a premade theme or

development of a custom theme.

Defining and explaining themes

In this WordPress vs. PHP comparison, we have an unique feature called themes.

What to choose - Premade theme or custom theme? Lets have a look at a comparison chart.

Premade theme Custom theme A pre-made theme costs less and if certain functions are not available, they can always

be integrated either by separately coding them or using plug-in.

A custom theme can be very expensive depending on the functions required. Some

plug-in may be used to add certain functions and reduce the cost to some extent.

A same theme can be used by hundreds and thousands of websites.

A custom theme will be exclusive in design, look and feel. No one else will have that

theme.

Premade themes come with lifetime support from developers of the themes. The themes

are updated whenever WordPress core updates or whenever a proper update is

required.

Custom themes can also be updates as an when required.

Themes are readymade - purchase, download, install and that's all - website will be ready

within one to two weeks. These themes are already W3C validated and follow Google SEO

rules.

This is time-consuming. May take months to just create a design. Then there will be coding phase. Coding also takes time simply because

coding must follow W3C and Google SEO rules.

Bottom-line

So, what to choose - PHP or WordPress? We would like to go for WordPress because of easier management of content on website.

Premade themes or custom themes - they will both serve the purpose.

We would suggest - Premade themes.

Keywords

Used keywords

• International tour packages from India (Wanderers never shows up on first page and not even up to 5th page).

• Travel packages (Wanderers never shows up on first page and not even up to 5th page).

• Domestic tour packages India (Wanderers not in first 5 SERPs).

• Exotic destination (same results as before).

Lets take a quick look at the monthly search volume of the above keywords.

Learning

Low monthly search but high competition implies that the keywords are very niche targeted and that several brands are bidding for these keywords for running PPC (Pay Per Click) ads.

While using these keywords for PPC ads is a good idea, they are not really good for driving organic traffic to website.

The ideal scenario will be to use a combination of more generic keywords for organic reach and highly targeted keywords for running PPC ads and SEM.

SEO / SEM / PPC

What about the budget?

As far as costing is concerned in terms of SEO and SEM, there is no such thing called a fixed or recommended budget.

Please note that SEO alone is suitable for the following types of online businesses: Simple blogs that look for earning revenue from their websites/blogs - they don't sell anything. They simply offer information

(any kind of information). Simple SEO for them helps to acquire more and more visitors.

Affiliate marketers - these are people who do not have their own products to sell. They promote the products of others

through their websites/blogs and in case they generate leads for the actual sellers and those leads are converted into sales, the actual sellers give a certain percentage of the profit as commission. These websites require SEO for getting more

visitors.

Apart from SEO / SEM…

While SEO will help to improve search engine ranking and bring Wanderers on the front page of Google with increased visibility, SEM will help to reach out to interested and potential buyers through target marketing and remarketing. This is

where the concept of PPC and Display ads come in.

Running PPC ad campaigns through Google Adwords will have two types of costs: Cost of running adverts that will be charged by Google.

Service cost - this will be charged by people who will create, publish, run and monitor those adverts on Google's display network.

Road ahead

Once we are sorted with the website / SEO / SEM / SERPs, we will have a look at the following: Digital journey ahead

Inbound – Landing page, Email & lead nurturing, Social Media, Content generation

Social media to form a core part of the journey.

Lets start the journey now…

Questions are most welcome!