Search Engine Optimization

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SEARCH ENGINE MARKETING PLAN

ESTIMATED TIME 20-30 HOURS / OVER 4-5 WEEKS

DELIVERABLES

• An overall Search Engine Marketing (SEM) plan that includes goals and actionable strategies for improving rankings of Organization’s website or blog. This may include:

• Recommendations for Search Engine Optimization (SEO) tactics such as link-building campaigns, improvements to website or blog’s architecture, keywords to target within content, as well as proper naming of titles, meta information and images

• Recommendations for implementing paid advertising efforts such as Pay Per Click (PPC)* campaign of Organization’s choice and advice on how to determine optimal spending on ads

• Training on how to evaluate performance of SEM strategy, as well as how to measure key site metrics

• Note: Google AdWords is one kind of PPC tool.

PREREQUISITES

PROFESSIONAL

• Experience in digital marketing and in-depth knowledge of SEM techniques, including SEO and PPC advertising

• Ability to implement and track an SEM Plan, as well as educate a user to track it themselves

• Proficiency with Google Ad Words and Google Analytics

PROJECT STEPS

• Prep: Project goals, timeline, and process established and initial information distributed
• Volunteer Manager outlines any current SEM activities/strategies, including use of search keywords, SEO tactics, PPC ads, website or blog content strategies
• Volunteer Manager shares any existing materials relating to SEM
• Professional meets with the Volunteer Manager for a brainstorming and overview session to discuss goals, online assets, and existing activities/materials
• Professional and Volunteer Manager outline next steps and timeline for the project

Milestone 1: First draft of SEM Plan reviewed by Volunteer Manager and feedback provided

• Professional assesses current site traffic, search rankings, content and architecture
• Professional creates a first draft of the SEM Plan and shares it with the Volunteer Manager
• Volunteer Manager reviews draft and provides feedback to the Professional

Milestone 2: Finalized SEM Plan delivered to the Volunteer Manager

• Professional incorporates Volunteer Manager’s feedback and creates a final draft of the SEM Plan
• Professional delivers final document to the Volunteer Manager and provides recommendations for implementation, based on staff capacity and budget

Milestone 3: Volunteer Manager is fully trained to monitor performance of SEM Plan

• Professional trains Volunteer Manager on how to evaluate performance of SEM Plan and measure key site metrics with Google Analytics or a comparable online statistics resource
• Professional and Volunteer Manager meet 1 month after implementation to assess how SEM Plan is performing and any tweaks that should be made

We need this because:

(1) We want to improve the users’ connection to our Organization’s website or blog by increasing visibility in search engine rankings

(2) We want to develop a strategy that includes an optimal mix of organic search and paid advertising tactics