This project was completed on Dec 2, 2019
Matched with Nathan K
Matched with
Nathan K.

Search Engine Marketing Plan

Help create a plan to optimize how their website appears in search results, or with an advertising campaign.
Maplewood, NJ, USA

Posted October 30th

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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're looking for someone with online marketing expertise to improve our inbound traffic. More specifically, we'd like help devising a good strategy for meta descriptions and LD-JSON tags. We're focusing on this narrow task right now, so we don't expect this to take the full 25-30 hours associated with this project description.

What We Have In Place
  • We currently have a website with existing meta-descriptions and tags, which should make it easy for you to get started. We also have some ideas, and the ability to provide any other information you need.
How This Will Help
This project will save us $7,098 , allowing us to focus on improving the free features and tools on

Our website ( is our means for delivering value to our beneficiaries -- researchers, journalists, donors, nonprofit professionals, etc. Increasing traffic to our website is key to our organization's mission, so improving search results rankings is critical. And of course we want those who end up at our website to be the type of users who will benefit from its content.

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

Posted by
Heather K.

Director of Research

Our Mission's mission is to facilitate research about, and to promote transparency within, the nonprofit sector. We aim to democratize access to nonprofit tax return data, removing the paywall that other websites use to separate the public from data that is intended to be public.

What We Do provides free
information about nonprofit organizations gleaned from public data sources. Users include donors, journalists, nonprofit professionals, students, researchers, and anyone in search of high-quality data.

Check out our searchable database at! Unlimited page views and no registration required.

We want to add new features and look forward to working with Catchafire volunteers!


Many thanks to Nathan (of Kallen Media) for sharing his SEM expertise and resources!
Heather K.
Heather K.

Director of Research

Search Engine Marketing Plan Project

Heather and her team were knowledgeable and clear about what they were looking for. I thoroughly enjoyed working with their team and helping them create a more optimized website!
Nathan Kallen
Nathan K.


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