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Search Engine Marketing Plan

Help Inner City Advisors create a plan to optimize how their website appears in search results, or with an advertising campaign.
Inner City Advisors
Oakland, CA, USA
Inner City Advisors
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Inner City Advisors
Oakland, CA, USA

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Cause
Community & economic development
Skills
Digital marketing Search engine marketing

Posted July 2nd

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
Additional details

We need help with SEM to drive traffic to our accelerator application. We also need support creating relevant content to announce the opening of the application and drive traffic to it.

What we have in place
  • We currently have Google Analytics, Adwords, and Facebook ads accounts. We also have some content ideas. We just need support coming up with a strategy and foresee needing support implementing.
How this will help
This project will save us $7,098 , allowing us to focus resources on increasing the capacity of our accelerator team.

This project will help us reach a larger online audience and our goal for 80-120 completed applications from underrepresented founders for our Accelerator.

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

Inner City Advisors
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Cause
Community & economic development
Posted by
Dianna T
Dianna T.

Director of Acceleration

Our mission

ICA Fund Good Jobs is a Bay Area based CDFI and nonprofit that invests in high potential businesses to create economic freedom for those who need it most.

What we do

ICA Fund Good Jobs is a fully integrated advising through and investing model exclusively dedicated to the creation of good jobs and economic freedom in the Bay Area.

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