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Search Engine Marketing Plan

Help Housing Alliance of Pennsylvania create a plan to optimize how their website appears in search results, or with an advertising campaign.
Housing Alliance of Pennsylvania
Jenkintown, PA, USA
Housing Alliance of Pennsylvania
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Housing Alliance of Pennsylvania
Jenkintown, PA, USA

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Cause
Housing & homelessness
Skills
Digital marketing Search engine marketing

Posted October 13th

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Search Engine Marketing Plan

Project details

What we need
  • 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 a paid advertising campaign of Organization’s choice, such as Pay Per Click (PPC), 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
What we have in place
  • We currently have data from when the site was started, which should make it easy for you to get started. We also have clicky analytics, and the ability to provide any other information you need.
How this will help
This project will save us $7,098 , allowing us to spend more time on our communications and outreach work.

This project will help us figure out additional ways to spread the word about our free homeownership resource site, which helps homeownership professionals in PA help their clients obtain, maintain or sustain their homes. User ship of the site is focused in Philadelphia, Pittsburgh and Harrisburg. We would like to see more areas in PA utilizing the site and more organizations submitting products/services to the site.

Project plan

P
Prep: Align on Goals & Share Information
  • 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
1
Milestone 1: Assess Current State & Review Plan
  • 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
2
Milestone 2: Deliver Final SEM Plan
  • 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
3
Milestone 3: Training
  • 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
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About the org

Housing Alliance of Pennsylvania
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Cause
Housing & homelessness
Posted by
Victoria B
Victoria B.

Communications and Project Manager

Our mission

To provide statewide leadership and a common voice for policies, practices and resources to ensure that all Pennsylvanians, especially those with low incomes have access to safe decent, affordable and accessible homes.

What we do

Envision - New ways to solve the pressing human problem of shelter for the poor.
Research - evidence and data to drive smarter, stronger programs and then push out the results.
Train, Educate and Inform - our network and policy makers about what's going on in the otherwise invisible world of low-income housing.
Organize - our member network to collectively work for solutions.
Build - mutually respectful collaborative relationships between the community and policy makers.
Advocate - for public policy strategies to expand the supply of homes affordable to people experiencing poverty and homelessness.
Influence - decisions to be smarter, more efficient, effective and based on data.

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