Wanderers, one of the prominent travel-&-tourism organization in India, asked FPS for a roadmap. We proposed to them a prominent roadmap touching all the desired milestones.

1. The Wanderers: Road ahead

2. 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

9. Quick comparison between PHP and WordPress

10. 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.

11. 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).

12. 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.

13. 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.

14. 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.

15. 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.

16. Keywords

17. 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.

20. 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.

21. SEO / SEM / PPC

22. 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.

23. 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.

24. 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.

25. Lets start the journey now…
Questions are most welcome!