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Search Engine Marketing Plan

Help Regional Housing Legal Services create a plan to optimize how their website appears in search results, or with an advertising campaign.
Regional Housing Legal Services
Glenside, PA, USA
Regional Housing Legal Services
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Regional Housing Legal Services
Glenside, PA, USA

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Cause
Housing & homelessness
Skills
Digital marketing Search engine marketing

Posted May 20th

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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
What we have in place
  • We currently have brand messaging established, goals in mind for our SEM plans, Facebook and Twitter accounts, a Google Adwords account, and an e-mail list. We also have another Catchafire volunteer working on our Google Analytics plan.
How this will help
This project will save us $7,098 , allowing us to help as many as 4000 low-income Pennsylvanians.

Generating a SEM Plan is crucial to understanding how our web platforms are reaching those we serve. Our website provides resources, education to advocates, and is the "face" of many of our programs. We want to ensure we are making the best use of Google Adwords and related tools to accomplish our organizational goals.

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

Regional Housing Legal Services
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Causes
Housing & homelessness Justice & legal services
Posted by
Anabel G
Anabel G.

Communications Associate

Our mission

RHLS works to create housing and economic opportunity in under-served communities in Pennsylvania and to effect systematic change for the benefit of lower-income households statewide.

What we do

Regional Housing Legal Services is a nonprofit law firm with unique expertise in affordable, sustainable housing and its related components — community and economic development, utility matters and preservation of home ownership. RHLS provides innovative project and policy solutions that help create sustainable communities offering decent, safe and affordable housing for lower-income Pennsylvanians.

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