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S. No. Particulars Pg. No.

I. Introduction 3
II. Keyword Research 3
III. Target Audience Analysis 6
IV. Buyer Persona 10
V. Promotions 13
VI. Search Engine Optimization 20
VII. Performance 27

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I. Introduction

The topic of the blog is unique and surreal experiences, which people conventionally do not
think of doing/attempting. Wix was used to create the blog. The name “The Road Not Taken”
was chosen as it was consistent with the idea of the blog and also the message given by Robert
Frost in his iconic poem which our blog shares the title with.

II. Keyword Research

Short Tail Keywords

A short tail keyword is a phrase that contains 3 words or less. Examples include: “athletic
apparel,” “DVD player,” or “engagement ring.” Short tail keywords are also known as “head
terms”. They may be the first thing you think of when you are deciding where to go to eat
(“Chinese food,” “pizza delivery”), what to do (“dance clubs,” “roller coaster park”), or where
to worship (“synagogue,” “Catholic church”).

When looking for keyword suggestions, novice online marketers can be tempted to go solely
for short-tail keywords, since these terms often hold the most traffic. However, it’s important
to remember that short-tail keywords are extremely competitive in spite of the large amount of
hits the keywords receive.

Following are the short tail keywords we used in our blogs:

Keywords Search Volume CPC SEO Difficulty

Unique experiences 480 1.03 24
Surreal 135000 0.53 61
Around the world 12100 0.95 17
exclusive 90500 1.21 59
global 74000 2.53 13
India 1.2m 0.72 1
Mumbai 74000 0.85 54
Travel 450000 2.23 13
Scuba Diving 60500 2.25 8
Camping at Bhandardara 10 0 0
Must visit 140 0 10
Best experience 170 2.44 1

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 Great barrier reef 74000 3.06 6
Ghost tours 14800 1.66 9
Canvas painting 60500 0.74 100
Musical theatre 9900 1.89 22
Mumbai Food 260 0 19
Ballie ballerson 880 0 18

Long Tail Keywords

A long-tail keyword, however, is a little different compared to short tail keywords. Long tail
words are phrases containing more than 3 words. They are definitely a lot more targeted and
not as broad. Pinning advertising to long tail keywords can lead to improved ROI for your SEO.
You can see better results from bidding on many long tail keywords rather than wasting your
budget on one or two highly competitive phrases.

It is much easier to rank for long-tail keywords than for more common keywords because fewer
websites compete for high rankings in the result pages of Google. The longer (and more
specific) search terms are, the easier it is to rank for the term. Because of the vastness of the
internet, it is easier to find your audience for your particular niche. Focusing on a group of
long-tail keywords will result in a great deal of traffic altogether.

Another benefit of focusing on long-tail keywords is that, although these keywords are used
less in search, the visitor that finds your website using them is more likely to buy your service
or product.

The Wix website has the feature of helping us select the long tail keywords that would prove
to be beneficial for our blogs to appear in search results. The long tail keywords basically are
the titles of our blog Considering the keyword strengths and relatability with respect to our
theme, the following phrases were chosen:

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III. Target Audience Analysis

Today, travelers like to be in control. They prefer investing a lot of time in creating a surreal
holiday experience for them and through this blog, we can recommend them unique places and
eateries and bring them closer to our blog.

This blog targets audiences who are looking for a surreal or unique experience in Mumbai,
India and World. Splash of colours, Maverick Mumbai, offbeat eats, Painting San brushes and
unique-go to places in Mumbai blogs targets audience living or visiting Mumbai or it’s nearby
areas. Cold face warm heart, Mountains are calling, un-ski skiing, nawab-e-delights, outdoor
relaxation, soul of the theatre blogs targets audience who wants to experience surreal places in
various parts of India whereas diving into the blue, ghost hunting in Edinburgh and discovering
my childhood wildest fantasy blogs targets audience wanting to visit that country and
experience something fun and different. As everything nowadays is just a GOOGLE away and
every travel enthusiast surely searches for the area or country where they want to roam in. This
calls for a strong presence on GOOGLE SERP as a blog which suggests different experiences
in a country/city or area traveler is looking for.

As per TrekSoft, Women book tours and activities 67% of the time. Hence, the main target
market would be women but the decision also varies from place to place and purpose of visit.
If it’s an adventure trip entailing treks target market would be between the age of 18-70
constituting more of male than female gender.

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If an individual is searching for an art class, chances are the percentage of women making a
search than men would be more. Hence, for blogs like Splash of colours and Painting San
brushes target audience would be women more than men and especially younger population.

As Mauritius and Edinburgh, more of a family place, target market would be couples and
family. Also, the blogs constituting various eateries, the target market would be the people who
are foodies, love to eat and would travel for the same in India.

Moreover, the major source of traffic in the last 30 days is from India as per Google Console.

There are a lot of potential ways to reach the target market organically.

One of the ways is through backlinks. Backlinks take place across the Internet when one
website mentions another website and links to it. Also, referred to as “incoming links,”
backlinks make their connection through external websites. These links from outside domains

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point to pages on your own domain. For the blog, we can collaborate with influencers, various
travel websites like trip advisor, Expedia, Travelocity etc.

We can even reach through various social networking sites like Instagram, Facebook etc. We
can join various Facebook groups and advertise the blog there. People before going on a trip
usually join various Facebook pages and hence in this way, we can bring them closer to our
blog. We can also find pages related to our content (perhaps even competitor pages) and follow
the users who are following those accounts. This will, at the very least, immediately make our
blog known to prospective customers. Instagram is another platform to advertise our blog on.
We can make a page, collaborate with Instagram influencers, other websites and promote the
blog.

Nowadays, social media is a huge part of everyone’s life so an adequate profile and connection
through social media is very important and also highly influential. Hence, we can even go for
paid social media advertising because it's a highly cost-effective way to expand our reach. If
we play our cards right, we can get our content in front of a huge audience at a very low cost.
Most social media platforms offer incredibly granular targeting capabilities, allowing us to
focus our budget on exactly the types of people that are most likely to be interested in the blog.
For e.g. We can create effective Facebook ads and use Instagram promotion features.

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As seen in the above given figures for both the time frames of 4 weeks and the last 7 weeks,
the highest source of traffic came out to be direct search where the link to the blog was directly
entered into the browser either by typing or by clicking on links shared on WhatsApp. 82% of
traffic came via direct search in the 4 weeks’ time frame, whereas 79% of the traffic came via
direct search. This can be attributed to the fact that concentrated targeting strategy was
exercised where the links were shared with customers segments who had a recognizable interest
in this particular area.

Instagram ranked the second-best source of traffic both in the 4 week time frame and the past
7 days. An increase of 5% in traffic from this source was observed when the data of the two-
time frames were compared. In the 4 weeks’ time frame the traffic share from this source was
only 7% but it was recorded to up at 12% in the time frame. This increase was owed to the
intense promotional strategies that were taken up on this platform in the past week.

Facebook came up as the next best source with a stable contribution of 5% of the traffic for the
website.

The other sources of traffic for the website were web-link on other websites and through search
engines. In the 4 weeks’ time frame, the contribution from each of the sources were 4% and
2% respectively. Whereas, in the past 7 days the traffic contribution of each source was 2%.

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The device through which the website was accessed the most by the traffic was mobile as
compared to desktop. Whereas, the website was not accessed through tablets or any other
devices by anyone. 88% of the traffic came through the mobile device, since it is a more
convenient mode as compared to desktops.

As per the data available, mobile devices and social networks played a major role in drawing
traffic to the website. Therefore, the website should be optimized for mobiles and should have
good and interactive social media presence on all platforms.

IV. Buyer Personas

A buyer persona is a semi-fictional representation of your ideal customer based on market

research and real data about your existing customers.

Buyer personas help ensure that all activities involved in acquiring and serving your customers
are tailored to the targeted buyer’s needs.

The process of analyzing a buyer’s persona includes the evaluation of various traits of the buyer
and the characteristics of their lifestyle.

The persona of the buyer, in this case, has been evaluated on the terms mentioned above.

A day in the life of Elena Roy

Early mornings, late nights describe her daily routine; essentially. She attends college every
day, studies often and freelances sometimes. She is always buried in her laptop. She tries to do
something she likes on weekends.

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A day in the life of Vinit Arora

Mr. Vinit Arora is a hard-working senior professional in a multinational firm. He has a family
of 3 including his wife and a 7-year-old son. He works day and night to give his family the best

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of everything and loves to enjoy his spare time around them. Mr. Vinit religiously goes on a
vacation with his family once every year.

A day in the life of Kevin Dias

Mr. Kevin Dias is a retired working professional from Bhopal. He is unmarried and currently
stays in a duplex house with his Labrador, Abby. He is a free-spirited, perfectly fit and curious

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person who wishes to travel around the world exploring new places. Mr. Kevin has decided to
dedicate his retirement time to traveling and exploration.

V. Promotions

1. Trailers

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Trailers were created for 3 posts specifically – Avengers Assemble, Mughal – e – Azam and
Ad Pe Charcha x The Road Not Taken Collaboration were created.

Avengers trailer was created to get millennials on board and Mughal – e – Azam trailer was
created to grab the attention of the older generation. Ad Pe Charcha x The Road Not Taken
Trailer was created to make the announcement regarding the collaboration.

The trailers were circulated via WhatsApp and Instagram.

2. Ad Pe Charcha X The Road Not Taken (TYBBA G)

The creative collaboration with Ad Pe Charcha was done to drive traffic of the former blog on
the latter and vice versa. With the help of backlinking, both the blogs could also get a chance
to help improve their rankings on the SERP.

On Ad Pe Charcha, we wrote a post on some unconventional, unique campaigns made by

brands. On our blog, Ad Pe Charcha wrote about doing finger painting for the first time.

On the forum of Ad Pe Charcha, we wrote about the Cottage Industry and our experience of
visiting NABARD’s Saras Mela 2020.

3. Instagram Page

Instagram page was created to build engagement and drive traffic.

As on 9th March 2020 11 a.m., following were the statistics: -

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Instagram Campaigns: -

1. Avengers Quiz

In order to grab the attention of the millennials, a quiz was created which had several questions
from films of the Marvel Cinematic Universe. 2 levels of the quiz were released.

2. Cross Campaigns for Collaboration

i. What’s your favourite ad?

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On our Instagram page, we asked the followers to write about their favourite ad campaigns.
We received shared 26 responses on our page. We used the campaign to announce the posts
going live on both the pages.

ii. What’s on your bucket list?

Ad Pe Charcha ran a campaign to promote The Road Not Taken by asking what was on the
bucket list of their followers.

3. Films & Shows

To build engagement, we asked our followers to share recommendations to binge on some nice
films and series. Being consistent with our offering, we asked them to suggest the most
different, unique, one – of – a – kind content. From parallel cinema films to most underrated
shows, we shared 36 responses.

4. Shout Outs & Comments

We gave shout outs to blogs Ad Pe Charcha (TY – G) and Off The List (TY – H). We also
commented on posts of Ad Pe Charcha (TY – G), Off The List (TY – H), Add – A – Venture
(TY – H), Traweller (TY – G), Mental Health Not A Stigma (TY – G), Off The List (TY – F),
Project Bay Mumbai (TY – F). This could help drive traffic to our blog.

5. Tags

We tagged other blogs and the entire TY – H and challenged them to take the Avengers Quiz.

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6. Polls

Polls, based on Avengers was conducted to build engagement and know the

➢ Mentions & Notices

Because of campaigns, our blog’s stories got mentioned by many actors and brands, which
further drove traffic. The Avengers prompted followers to challenge their own friends which
drove traffic onto the Instagram page.

4. Facebook Page

On the Facebook page, each group member themselves posted about the content which was
going live on the blog.

VI. Search Engine Optimization Tactics

1. Page URL

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The page URL is https://www.blogtheroadnottaken.wixsite.com/website which is default set
by the website. As https://www.theroadnottaken.wixsite.com/website was already in use by
another user, the chosen URL directly communicated the name of the site and the type of the
site i.e. a blogging site.

The blog consists of 3 categories – Bombay, India, World. Each post follows the following
format https://www.blogtheroadnottaken.wixsite.com/website/region-post-title

Eg - https://www.blogtheroadnottaken.wixsite.com/website/bombay-splash-of-colours

A special section for Avengers had been created keeping in mind, the fan following as the
major target group is the millennials. The URL for the page is

https://www.blogtheroadnottaken.wixsite.com/website/avengers-assemble

2. Title Tag

Each post has a unique title tag, which has been formulated based upon the popular keyword
searches made by users.

The home page’s title is Unique Experience - Surreal Experience | The Road Not Taken

The blog has been written on such a subject that has never been touched upon by anybody in
the past. The most basic keywords – Unique Experience, Surreal Experience were taken and
then the blog’s name was mentioned. The character count is 59.

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3. Meta Description

The Meta Description used is based on the keyword search volume.

Discover the most unique and surreal experiences through our lenses. Just like Robert Frost,
we have taken the road less travelled by, the road not taken!

Character Count is 154 < 160

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4. H1 Tags and H2 Tags

H1 tags are those tags that help in increasing the ranking of the page. H1 tags are extremely
important for the page because these are those words that will help in increasing visibility as
the content which goes on the blog is very diverse in nature.

H1 tags which can be used: -

1. Unique experiences in Mumbai

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 2. Unique experiences in India
3. Most unique experiences around the world
4. Avengers Station

H2 tags: -

1. Painting Workshop
2. Palette Knife Painting
3. Bombay Drawing Room
4. Mauritius
5. Honeymoon Destination
6. Blue Safari Submarine
7. Underwater Tourism
8. Submarine Tour
9. Trou Aux Biches
10. Sonmarg
11. Kahwa
12. Places to visit in Jammu and Kashmir
13. Sleigh rides in Sonmarg
14. Ballie Ballerson
15. Adult Cocktail Bar
16. The Great Barrier Reef
17. Australia Tourism
18. Places to visit in Australia
19. Corals and reefs
20. Scuba Diving
21. Places to visit in Himachal Pradesh
22. Trekking in Manali
23. Kheerganga trek
24. Barshini
25. Snowfall in Himachal
26. Gulmarg
27. Skiing in Gulmarg
28. Gondola Cable Car Ride

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 29. Fast food in Mumbai
30. Street Foods in Mumbai
31. Offbeat Eats in Mumbai
32. YourVista
33. Mithibai College
34. Fluid Painting
35. Pour and paint
36. Outdoor Relaxations near Mumbai
37. Bhandardara
38. Mughal e Azam Play
39. Mughal e Azam the Musical
40. Hindustani Classical
41. Marvel Avengers
42. Avengers Station
43. Marvel Cinematic Universe

Wix did not allow us to insert the H1 and H2 tags. The above mentioned are suggested tags.

Call To Action

i. Share Your Story! Forum

The Share Your Story! Forum allows the viewers to add their own experiences/stories and share
them with the world.

It has 2 sections

My Experiences – Where people can write about their own unique experiences.

Avengers Assemble – Where ardent Marvel Cinematic Universe Fans can write about their
thoughts on the films and the characters.

ii. Login Button

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The site has a login button which allows them to become a part of the site, and get all the
notifications as soon as a new post comes up.

iii. Contact Us/Tell Us

The last section of the website allows viewers to contact the owners and drop a message

iv. Live Chat

The Live Chat on the website allows the viewers to interact directly with the owners, and the
biggest advantage is that the Live Chat doesn’t require one to log in.

VII. Performance of Site

This is a snapshot from the Google Search Console, which shows that the Average Position on
the Search Engine was maintained. Below, is the snapshot from Ubersuggest, which shows that
the blog has a good domain score.

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The snapshot shows the good On-Page SEO Score and below are exhibits of SERP rankings.

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