Search Engine Marketing Plan


By Michelle C.

Co-Founder / Executive Director, Gladeo

Posted Sep 12, 2017

This project was


Oct 19, 2017

Matched with:

Patrick L.

This project will save us $6,000, allowing us to reach, inspire and empower more students to find and pursue their dream career.

What We Need

  • 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.

How This Will Help

We are at a crucial point where we need to create partnerships (both educational and corporate) to expand our library of content. We believe a solid SEM strategy will allow us to broaden our reach and connect with these partnerships in an effective and efficient way.

What We Have In Place

We currently have a Google Agrant account which we have been using for 1.5 yea which should make it easy for you to get started. We also have a staff member who has experience with Google Adwords and the ability to provide any other information you need.

Fun Fact

We are an all volunteer staff organization with people from a variety of backgrounds (design, media, non-profits, education, film...etc)

  • Location: Remote (work anywhere)

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 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

Gladeo is digital media non-profit dedicated to inspiring and helping young people discover, navigate and achieve their dream careers by creating innovative multimedia career content and distributing it online (through the web and social media) and offline (through school counselors and our career exploration workshop).

What We Do

We created a “Virtual Career Day”, an online portal where guidance counselors and students can learn about the vast array of careers from our ever-growing library of content. Our content is Inspirational: The challenge with non-celebrity careers is that the people who do them and their success stories (and they do exist) are less flashy and don’t get blasted across social media, and as a result, the inspiration they could have sparked doesn’t spread. Gladeo shares inspiring career stories (written and video) of diverse individuals to breakdown stereotypes, to open eyes to new opportunities, and to inspire people to believe that their aspirations are achievable. “You need to see it, to believe it.” Our content is Informational: We take a personal and action-oriented approach, gathering first-hand, practical knowledge directly from actively working professionals, not just information downloaded from the Bureau of Labor Statistics. We also include non-linear career tracks that don't follow an easily navigable path. We include information like what they need to be doing in high school and college to prepare, what classes they need to be taking, what trade magazines to start reading, what educational institutions have the best programs, how to land that first foot in the door and more. Gladeo gives guidance counselors the resources they need to inspire and expose their students to the vast world of possibilities, not just the ones in their community and to empower their students to make informed decisions about their future.

Education Youth Development
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