Search Engine Marketing Plan

Posted by
Mary G.

Marketing & Development

Posted Date
Feb 7, 2019
Location
Virtual volunteer opportunity
Search Engine Marketing Plan
Impact statement
This project will save us $7,098 , allowing us to effectively reach new audiences

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
Additional Details

A review of our current Google Ads Grants program.

What We Have In Place
  • We currently have Google Ads Grants program that has shown to be effective, which should make it easy for you to get started. We also have control over most content on our website, and the ability to provide any other information you need.
How This Will Help

We are looking to find a more diverse range of people that love the Adirondacks and engage them to help us protect our public lands for the next generation.

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

Our Mission

The Adirondack Council mission is to ensure the ecological integrity and wild character of the Adirondack Park.

What We Do

To protect the Adirondacks, the Council uses the best science, the law, and an understanding of political decision making, to educate, inform and motivate the public and those who make public policy.

Our project is sponsored by:

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