Search Engine Marketing Plan

Civil Rights

By Maria Y.


Posted Jun 30, 2017


This project will save us $7,098 , allowing us to invest in new user features for all the new users this strategy will bring us.

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

Additional Details

Implement the strategy! Would love this individual to include execution in addition to strategy, or recommend someone we could hire to do so.

How This Will Help

The success of our organization depends on a large user base. Without your help, we cannot become sustainable & have an impact on our democracy. Your skills will empower us to leverage what we have & use our AdWords Credits.

What We Have In Place

We currently have a blog, press, searchable bill pages with lots of text which should make it easy for you to get started. We also have analytics like Google Analytics & MixPanel & social media accounts & email data and the ability to provide any other information you need.

Fun Fact

Our mission is to give everyone a voice in our Democracy by making Civic Engagement accessible, efficient, and impactful. Our vision of a truly representative Congress & informed electorate drives us. We are results-oriented, driven, & flexible (individuals working remotely). We answer the question, "The election is over, now what?"

  • Location: Remote (work anywhere)

Project Steps

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
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
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
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
Prerequisites for 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
Prerequisites for Organization
  • 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)

Our Mission

IssueVoter is an innovative, non-partisan platform with a mission to give everyone a voice in our democracy by making civic engagement accessible, efficient, and impactful.