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Search Engine Marketing Plan

Help All Out Action Fund create a plan to optimize how their website appears in search results, or with an advertising campaign.
All Out Action Fund
New York, NY, USA
All Out Action Fund
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All Out Action Fund
New York, NY, USA

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Cause
LGBTQ+
Skills
Digital marketing Search engine marketing

Posted July 8th

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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 are particularly interested in leveraging search engines to promote traffic to a platform where we provide people with the tools to start their own petition for LGBT+ rights.

What we have in place
  • We currently have Google Analytics and Adwords accounts and set budget, which should make it easy for you to get started. We also have a developer and social media manager for related questions, and the ability to provide any other information you need.
How this will help
This project will save us $7,098 , allowing us to grant out the equivalent amount to a grassroots LGBT+ project, such as a shelter or resources for refugees through one of our partner organizations.

All Out is an international digital campaigning LGBT+ rights group with a large online following. We have never been able to pull together the skills and resources to develop and implement a proper SEO strategy. Our primary channel for communicating about urgent campaigns has historically been via email, but over the past few years, we have noticed its effectiveness on a decline. We need to reach potential new members through other means, and search engine marketing is a critical missing piece.

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

All Out Action Fund
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Causes
LGBTQ+ Civil rights Diversity & inclusion
Posted by
SM
Sarah M.

Director of Supporter Engagement

Our mission

All Out is a global alliance between straight, gay, lesbian, bi and trans people working together to eliminate the laws and cultural norms that make it impossible for the people we care about to and love who they choose.
South, North, East and West, online and offline, the movement builds a world where everyone, everywhere can live openly without sacrificing safety and freedom, family or dignity.

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