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Matched with Melinda H
Matched with
Melinda H.

Search Engine Marketing Plan

Posted by
Stuart A.

Audience Services Manager

Posted Date
Apr 1, 2019
Location
Virtual volunteer opportunity
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Search Engine Marketing Plan
Impact statement
This project will save us $7,098 , allowing us to drive traffic for Philadelphia's cultural and art organizations. We will increase earned revenue and be able to invest in other marketing options in the future.

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 a $40,000 a month Google Adword Grant, which should make it easy for you to get started. We also have Google Ad words and Google Analytics set up, and the ability to provide any other information you need.
How This Will Help

The google Adword Grant is a very strong marketing tool however with new changes they underwent in late 2017 early 2018 has left our account vulnerable. It seems that every other month our account is being deactivated even after severe alterations and we could use an expert to help us strategize and understand what we are doing wrong.

Also we would like an SEO audit assistance. Our product Phillyfunguide is a digital platform. Improving our visibility improves our ROI.

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

We lead, strengthen and amplify the voices of a cultural community that ignites creativity, inspires people and is essential for a healthy region.

Our project is sponsored by: Philadelphia Foundation

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