Search Engine Marketing Plan

Help Leaders of a Beautiful Struggle create a plan to optimize how their website appears in search results, or with an advertising campaign.
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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 to ensure that our website is discoverable on major search engines. We have a pretty great website, but most people have trouble finding it. We have the toolset fix it, but lack the expertise to make it happen. We need someone with a background in SEO to help us make our website more present in search engine results.

What We Have In Place
  • We currently have a fully functioning website and access to SEO tools., which should make it easy for you to get started. We also have a dedicated staff person to help execute., and the ability to provide any other information you need.
How This Will Help
This project will save us $7,098 , allowing us to directly reinvest in our policy advocacy efforts for the Black community in Baltimore and around the state.

Our organization is often called on by the community to take action on specific public policy issues. People usually come across us at local public events or speaking engagements. We want to make it assays possible for people to read about us and know our body of work, It is essential for us to execute our mission.

Project Plan

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
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
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
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

Leaders of a Beautiful Struggle is a grassroots think-tank which advances the public policy interest of Black people, in Baltimore, through: youth leadership development, political advocacy, and autonomous intellectual innovation.

What We Do

We seek to radically change the discourse around local and regional politics by injecting community voices into political conversations through policy research, advocacy, and community organizing from a grassroots perspective.

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