SEARCH ENGINE MARKETING PLAN

You need this if: (1) You want to improve the users’ connection to your Organization’s website or blog by increasing visibility in search engine rankings (2) You want to develop a strategy that includes an optimal mix of organic search and paid advertising tactics

ESTIMATED TIME 20-30 HOURS / OVER 4-6 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.

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

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

NONPROFIT

  • Clear goals for your SEM efforts
  • Functional website or blog
  • Site administrator who can implement actionable items in SEM Plan
  • Existing Google Analytics account or a comparable online statistics resource, with trained staff to monitor site traffic statistics after SEM is implemented
  • An active Google AdWords account or budget earmarked for paid search advertising (if used).  NOTE: Google Ad Grants provides qualifying 501(c)(3)nonprofits with $10,000 per month in in-kind AdWords advertising. To take advantage of this project for using a Google Ad Grants account, your Organization should already have received the grant in advance.
  • Staff to devote time to continuing Google AdWords strategy (if used)

 

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