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