search marketing final / client: catchafire.org
Post on 02-Nov-2014
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Search Engine Marketing Plan
Agenda
• Executive Summary
• Situational Analysis
• Recommendation
• Performance Projections
Executive Summary
• Mission: Provide talented individuals with meaningful pro bono experiences in order to build capacity for social good organizations.
• Goal: Increase traffic to website and build brand awareness resulting in the growth of Catchafire’s volunteer pool, new relationships with “for good” organizations and increased opportunity to create a greater good.
• Recommendations Include: Re-envisioned site structure based on backend architecture, new content opportunities to engage site visitors/users creating volunteer loyalty, PR link building for overall brand awareness and credibility, refocused SEO, and a new PPC strategy.
SITUATIONAL ANALYSIS
Volunteering Market Snapshot
Blogs, wikis and social networks provide a viral means of communicating environmental and social needs throughout the world
*U.S. Bureau of Labor Statistics ** Corporation for National and Community Services
there were
1,958,158
nonprofit organizations in the U.S. in 2009*
nearly
64.3 million
volunteered for/ through an organiza- tion at least once btw Sept. 2010 & Sept. 2011 in the U.S.*
8.1
billion hours
volunteered by 64.3 million volunteers—valued at $173 billion**
95% of nonprofits agree they need more pro bono or skilled volunteer support**
Catchafire Overview
Business Model
• Teams up non-profits that pay a fee to be teamed up with professional and passionate skilled-volunteers who do pro bono work
Business Goals
• Conversion of organizations (completing the online registration process) • Conversion of professionals (completing the online registration process)
Business Challenge
• Once volunteers commit to a project there is a lack of execution
Target Audience
• Office professionals and creatives (e.g. designers, copywriters, producers, etc.) for volunteers
KPIs
• Reach, sign-ups/leads, bounce rate, CTR, Quality Score, CPC
*No prior SEO/SEM efforts
Website Analysis & Audit
• Visitors’ overview*: • Average number of visits
per month: 12,737 • Average unique visits per
month: 8,106 • Average monthly page
views: 56,879 • Average number of
pages/visit per month: 4.46
• Bounce Rate: 46.99% • Average site duration per
visit: 00:04:19
*Visitor Data: (July 1, 2011 - June 30, 2012)
Log-in based site
Flash-based content & images are alt-tagged but could be optimized
Links to press mentions
Blog needs more prominence & more frequently updated content
• An XML sitemap cannot be found in the root, or through robots.txt, which presents an indexation problem where only a small percentage of all pages are actually in the search engine index.
• Googlebot is blocked from accessing a site due to the site’s log-in requirement, which directly affects Googlebot’s ability to crawl and index the site’s content.
SEO Audit
Accessibility
• Meta Description exceeds search engines’ character limit • H1 Tag is not descriptive of what the page is about • H2 tag needs to be keyword -rich • Meta keywords do not match the keywords Catchafire
wants to target • ALT text describes images or videos • The URLs are clean, but do not always match the keywords • Navigation; use underscores, not hyphens. • Anchor Texts need to be keyword rich
Site Architecture
• Catchafire.org ranks number one for the following keywords:
• Rachael Chong, the CEO & Founder • Catchafire • Catchafire.org
• Catchafire.org ranks number 4 for skill-based volunteer and number 7 for volunteer matching
• A total of 7,000 links direct to this page. The external links are from reputable and trustworthy sites such as Mashable, The NY Times, and AdAge, FastCompany, etc.
Authority
Twitter: 9,015 Followers; 812 Total Mentions (July 2011 – July 2012) out of which 16.7% were influential Facebook: 2,214 Likes; 770 Total Shares
Social Engagement
Competitive Analysis Competitor Description SERP
Rankings PPC Budget
Monthly Clicks
PPC Google Keywords
SEO Total Links
Catchafire.org E-harmony for skilled-based professionals & non-profits
Ranks #1 for branded keywords & #7 for for volunteer matching
$0
0
0
596
Volunteer match.org
Connects nonprofit organizations with volunteers of all types and interests
Ranks #1 on both paid & organic search for the keyword volunteer & all of its variations. Avg. Ad Position: 3
$859 - $1,335
613-856
831
2,810
Sparked.com A platform for employee, customer, and volunteer engagement
Ranks #1 on organic SERP for “volunteering for busy people” & “microvolunteering”
$0
0
0
452
Idealist.org Search engine for finding volunteer opps., nonprofit jobs, internships, and orgs.
Ranks #7 on paid search for “international nonprofit jobs” and related terms. Focuses more on nonprofit jobs than volunteering
$19,000 - $28,500
8,600
30,823
11,503
RECOMMENDATION
Meet the Catchafire Personas
The “Busy, Busy, Busy”
Typically volunteers who do not sit still & always keep busy. Looks for a lot of short-term volunteer projects to make a big impact.
The Creative Volunteers who give their skills pro-bono as a designers of Web sites & infographics; Photographers, video producers
The Overcommitted
Volunteers who commit to projects when they’re too busy to execute. Have great intentions, but don’t complete their projects on time.
The Not-So Savvy Social Good-Doers
Typically busy entrepreneurs looking for skilled volunteers in marketing and strategy areas.
Typically these non-profit owners are not tech or marketing savvy, but are looking for medium- to long -term volunteers who can complement the skills needed for the non-profit to grow
Social Enterprise Entrepreneurs
On-Page Optimization
TITLE: Volunteering for Busy Professionals Based on Skills - Catchafire H1 HEADER TAG: Matching Professionals Who Volunteer With Non-Profits and Social Enterprises Based on Skills META DESCRIPTION: Catchafire matches professio- nally-skilled volunteers with nonprofits and social enterprises. ALT ATTRIBUTE FOR PHOTOS: Some compelling text about volunteering for busy professionals based on skills. This would be a good place to describe successful matching between professionals and non-profits and social enterprises. URL: http://www.catchafire.org/skill-basedvolunteering
Off-Page Optimization
• realizedworth.blogspot.com
• @realizedworth
• facebook.com/Realizedworth
• @Deborah909
deborahelizabethfinn.com
• @AmanSinghCSR
• amansinghcsr.wordpress.com
Identify influencers and contact them to gather related organic links by:
• Socially engaging with their content (Retweets, @Mentions, Shares)
• Emailing them with Catchafire-related information • Ask them to link to the page
SEO Keywords – Rank Analysis Keyword Rank Competition in top 30
Catchafire 1 No
Non Profit No Rank No
Non Profit Volunteers 30+ Yes 5+
Skills based 7 Yes (ranking 5+)
Skills-based Volunteering 4 Yes
Social Enterprise No Rank No
Volunteer 30+ Yes
Volunteer Jobs 30+ Yes
Volunteer Matching 2 Yes
Volunteer recruitment No Rank Yes 5+ (volunteermatch.org)
Volunteer Skills 3 Yes (2+)
Volunteering 30+ Yes
PPC Strategy
• Location: United States
• Keyword Match type: Broad
• Devices: Laptops and Desktops
• Campaigns: Generic, Branded & Localized
• Due to low marketing budget and high competition on generic terms such as volunteering, non-profits, and pro bono work-related keywords, branded and localized, and long-tailed keywords will be targeted
Awareness
Consideration
Purchase
TV television
Types of Volunteering
Professional Volunteering;
Skills Volunteering
Decision
How to volunteer with
Catchafire
Register for Catchafire
TV television
Volunteering
PPC Strategy Campaign 1 – Unbranded Keywords & Copy Sample
Current PPC Ad Views
PERFORMANCE PROJECTIONS
• Total monthly clicks: 2,423.4
• Professional Recruitment conversion rate: 1.70%
• Projected number of monthly signups from volunteers: 42.
Professional Recruitment Projections
Social Organizations Projections
• Total monthly clicks: 556.6
• Social Enterprise conversion rate: 0.60%
• Projected number of monthly enrolment from organizations: 4.
Thnak you
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