Consultant for Search Engine Optimization – Colombian Zero Deforestation Website

  • Location:
  • Salary:
    negotiable
  • Job type:
    Consultancy
  • Posted:
    2 weeks ago
  • Category:
    Information and Telecommunication Technology
  • Deadline:
    December 1, 2022

JOB DESCRIPTION

General Information

 

Project:   Norway Phase II: CO05-E1-8

Duty Station: Colombia

Contract Duration: 5 months

Consultant Level: 2

Total Fees: Up to USD 2,600 (Depending on credentials)

 

Project background

 

Based in Seoul, The Global Green Growth Institute (GGGI) is an intergovernmental organization founded to support and promote a model of economic growth known as “green growth”, which targets key aspects of economic performance such a poverty reduction, job creation, social inclusion, and environmental sustainability. GGGI works with countries around the world, building their capacity and working collaboratively on green growth policies that can impact the lives of millions. The organization partners with countries, multilateral institutions, government bodies, and private sector to help build economies that grow strongly and are more efficient and sustainable in the use of natural resources, less carbon intensive, and more resilient to climate change.

 

GGGI has a diverse portfolio of programs in developing countries around the world. These in-country programs, together with global products and services, focus on delivering results through an integrated approach of evidence-based green growth planning and implementation aligned to countries’ development priorities. The organization also focuses on knowledge development and management activities which build a strong theoretical and empirical basis for green growth, while providing concrete options and guidance for policymakers; as well as building the conditions for public and private green infrastructure investments.

 

GGGI has been working with the Government of Colombia to advance green growth policies and green investments, through strategic partnerships such as with the Ministry of Environment and Sustainable Development, the Ministry of Agriculture and Rural Development, Ministry of Treasury and Public Credit and the National Planning Department, among others. In a new phase of collaboration with Government agencies at the national and sub-national level, GGGI with the Support of the Norwegian Kingdom is initiating an expansion of its Colombia Country program, mainly to support the transition towards a greener growth pathway that is socially inclusive and contributes to Colombia´s medium term development agenda. The expected impact of this collaboration, after five years of support (2017-2022), is an increased capacity to mainstream green growth objectives into development planning and investments in priority sectors and regions that are critical for Colombia´s future green growth, particularly in areas that are highly susceptible to increased natural resource degradation and forest cover loss.

The program was divided in two phases, one from 2017-2019, and a second one from 2020-2023. The second phase was designed to increase green growth investments in priority regions and sectors and to support the Government of Colombia (GoC) to reduce the current trend in deforestation. The program outcomes are aligned with the GoC´s nationally determined contributions (NDC) targets and sustainable development goals (SDGs), GGGI’s Strategic Plan 2015 – 2020 and GGGI Colombia Country Planning Framework (CPF) 2016-2020, as well as the Norway’s International Climate and Forest Initiative (NICFI) strategic objectives.

The second phase of the program is focused on: (i) strengthening conditions to increase the effectiveness of institutes to enforce measures of deforestation control and reduce deforestation; and (ii) the implementation and subsequent upscaling of sustainable and/or restorative production systems through a landscape management approach.

The desired impact of the activities carried between 2020-2022 is to facilitate Colombia in achieving its SDGs, those which include the following by the National Planning Document (NPD) 2018-2022.

In that sense, the document of  PND 2018 – 2022 includes actions that align measures led by the Ministries of Environment and Agriculture, aimed at promoting and developing the Zero Deforestation Agreements that began their implementation in Colombia since 2017, as one of the strategies to control deforestation, including more efficient actions for conserving the forests, so it is imperative that the country advance in consolidating the mechanisms for promoting the value chains of the six zero deforestation agreements that exist in Colombia, which refer to the following commodities: Beef, Milk, Oil Palm, Coffee, Cocoa and Timber.

The Zero Deforestation Agreements  are  voluntary agreements between the public and private sectors, members of the government, support organizations and agribusiness chains, aimed at reducing the footprint of deforestation in forests, and thereby preventing the greenhouse effect and climate change; under support of the Tropical Forest Alliance – TFA which corresponds to a platform promoted by the Global Economic Forum (WEF, for its acronym in English) that promotes a constructive dialogue between the private sector, governments and civil society organizations, to mobilize collective action towards a feasible and low-impact economy, as well as to reduce deforestation in agricultural, livestock and tropical forestry value chains. TFA is the umbrella of the Zero Deforestation Agreements in Colombia.

So, advancing in the improvements of the mechanisms aimed at the promotion and awareness, different measures have been generated promoted by the actors integrated into the zero deforestation agreements that include companies, entities and NGOs, which promote the responsible consumption of products that demonstrate zero deforestation, actions that the Tropical Forest Alliance – TFA has accompanied since 2017, seeking to position the Agreements and responsible companies.

Therefore, it is necessary to have the individual consultancy of a professional with experience developing Search Engine Optimization – SEO strategy to receive organic traffic from Google, to support the updating and improvement of the website https://cerodeforestacioncolombia.co/ lead by TFA as an important mechanism to sharing information about zero deforestation agreements in Colombia.

 

Objectives of the assignment

 

The selected consultant will create a Search Engine Optimization – SEO strategy to receive organic traffic from Google, analysing the Zero Deforestation Agreements in Colombia website and optimizing it to appear in Google as the most relevant content and gain higher search ranking with contents related to sustainable consumption, to reach institutional actors, companies, unions, civil society organizations that may support and enhance the Zero Deforestation Agreements in Colombia.

 

Scope of work

 

Under the supervision of the GGGI Colombia Communications Coordinator, and with the inputs and guidance of the TFA Colombia and Policy team at GGGI, the Consultant will develop a Search Engine Optimization – SEO strategy to improve the presence of the Colombian Zero Deforestation Agreements website. To achieve this, the Selected Consultant will provide the following deliverables:

Scope 1. Diagnosis and Workplan

A document with the diagnosis of the website with relevant data, a complete 5-month workplan and a detailed methodological approach must be prepared by the consultant. It must include at least: Methodology, approaches, phases, deadlines, list of activities to develop and detailed schedule.

Scope 2. SEO strategy and Content Marketing strategy

The selected consultant will develop and implement the SEO strategy and the content marketing strategy to optimize the publications to update the website. The strategy should contain at least:

  • Keyword research

The selected consultant will perform keyword research to determine which keywords each page on the website should target and research to identify exactly what users are looking for and why.  The consultant shall tailor the website’s content to match search intent.

  •  Link building and off-page optimization

Implement the process of getting links to the website from external websites to improve its authority.

  • On page optimization and mobile optimization

The consultant shall clean up all the elements that are on or behind the website to ensure every web page aims to show up for the correct search terms, provides a good user experience, and leads users towards conversion.

Optimization also requires testing varying versions of elements on the web page to see which one improves lead generation.

  • Content proposal to update the website

The consultant will suggest a variety of contents to update the website and improve the digital presence.

  • Tracking tools

Provide monthly reports so the effectiveness of the strategy can be verified trough metrics and data.

Scope 3. URL Architecture

The consultant will use custom URLs to monitor data for different campaigns, assets, and sources and to know where the traffic is coming from, whether from a backlink, an ad, a social media post, or a marketing asset like a newsletter.

Scope 4. SEO and Content Marketing Strategy implemented

The consultant shall have implemented the SEO and Content strategy and demonstrate the results monthly through a report.

Scope 5. Maintenance and Final report

The selected consultant will ensure the maintenance of the SEO and Contents Strategy.

To conclude the consultancy, the selected consultant will provide a final report with the main activities and the achievements of the Seo and Contents Strategy.

Deliverables and Payment schedule

 

Payment

Outputs

Deliverables

Deliverable’s description

Target Completion

Amount (% over total fee)

Payment No. 1

Workplan

Detailed Diagnosis and Workplan

SEO diagnosis

Workplan

SEO and Content strategy Monitoring and control file

URLs Structure Proposal

Google analytics, Search console

Tracking board

Four weeks after signing the contract

25%

Payment No. 2

Development of the Strategy

SEO strategy and Content Marketing strategy

Final Proposal URLs structure

Keyword research

Link Building

SEO and Content strategy Goal projection

Monthly analysis and report

Ten weeks after signing the contract

50%

Payment No.3

Maintenance and final report

Final report

Local SEO (Google my business)

SEO + Content

Monthly analysis and report

Optimization of current articles

Final report and analysis

Twenty weeks after signing the contract.

25%

* No additional travel expenses will be recognized for the execution of the consultancy.

Supervision shall be provided by the Communication Coordinator of GGGI Colombia with the support of the Communication Leader of TFA Colombia, to ensure the timely and quality delivery of products outlined in the contractual objective.

Reporting Arrangements

The consultant’s work progress will be monitored primarily through periodic review meetings for planning, and short meetings for prioritizing activities with the Contract Supervisor in collaboration with the local partner. In these review meetings will be tackle subjects such as: the overview of the contractual objectives, the development of activities, detailed information milestones, actual achievements made against the timeline initially set, and any other relevant progress details.

Supervision shall be provided by the Communication Coordinator of GGGI Colombia with the support of Communications Assistant of GGGI Colombia’s Office, in order to ensure the timely and quality delivery of products outlined in the contractual objective. The final review and approval of activities and deliverables under the contract is to be made by Communication Coordinator of GGGI Colombia with the support of the REDD+ Senior Associate. Local partner must have approved each deliverable before submitting to the GGGI team for review and beginning the next deliverable.

Deliverable 1 and 3 must be produced in English and Spanish, and report 2 must be written in Spanish, in accordance with GGGI’s formatting requirements, and submitted with proof of editable file back-up (e.g. .docx, .pptx) in an external hard-disk and GGGI SharePoint system. Where relevant, the consultant shall also provide sets of raw data, research materials, and meeting notes related to the contractual objective.

Suggested methodology and competence requirements

The consultant should follow the specific methods provided by the Contract Supervisor. The consultant will make best use of both primary and secondary sources of information for the development of activities defined under the contract objective. The consultant will always provide the information to the Communications Assistant of GGGI Colombia for review and approval, prior to taking final action.

The Consultant should demonstrate the credentials described below.

Expertise required

 

  • (MANDATORY) Must be able to reside and work in Colombia.
  • (MANDATORY) At least four (4) years of relevant experience working in Search Engine Optimization.
  • A degree in advertising, marketing, systems engineering or related fields.
  • Exceptional analytical and quantitative skills; capacity for synthesis, presentation and communication; and strategic thinking skills.
  • Organized with excellent time management and attention to detail.
  • Strong and matured interpersonal skills, problem solver, adapts with optimism to unforeseeable change and proven ability to work with teams.
  • Ability to work well under pressure and have a flexible approach to tasks given.
  • Fluence in Spanish and English
  • Teleworking connectivity fully assured.

Administrative information

 

Date to close is Korean Standard Time (KST). Applications submitted after the deadline will not be considered Application. Cover Letter, and CV must be sent in English. A consortium, or a firm may not be engaged for the individual consultant assignment.

Social and sustainability safeguards

 

GGGI as an institution abides by its project-level Sustainability and Safeguards Rules (SSR) for all projects aligned with international standards for Environmental and Social Safeguards. The SSR is aligned with commonly recognized international standards for Environmental and Social Safeguards (ESS), i.e. the WB Performance Standard, that ensure project level safeguarding of communities and people impacted by GGGI activities. GGGI has integrated project level Environmental and Social Safeguards into its Project Cycle Management (PCM) with mandatory Preliminary Gender and Social Assessments and ESS Screening of all projects to identify and manage risks.

In addition, GGGI’s Gender Equality and Social Inclusion Strategy 2021-2025 provides a framework toward achieving the principle of “Leaving No One Behind” in the transformation towards green growth, guiding GGGI’s approaches to the mainstreaming of gender equality and poverty reduction in GGGI Colombia´s Program. This also includes the implementation of the GGGI Gender Equality and Poverty Reduction Policy Markers on all projects. GGGI’s Corporate Results Framework requires gender disaggregated indicators for participation in GGGI Capacity Building events.

GGGI’s Child Protection Rules and GGGI Rules on Sexual Exploitation ensure safeguarding of children impacted by GGGI activities or in contact with GGGI contracted personnel, with GGGI taking a zero-tolerance approach to child exploitation. GGGI is committed to child protection, irrespective of whether any specific area of work involves direct contact with children. GGGI’s Child Protection Policy is written in accordance with the Convention on the Rights of the Child. All procedures mentioned above are accompanied by guidelines and capacity building efforts. GGGI also provides a work environment that reflects the values of gender equality, teamwork, embracing diversity in all its forms, integrity and a healthy balance of work and life. We are committed to maintaining our balanced gender distribution and therefore encourage women to apply. GGGI promotes equal opportunities for all including persons with disabilities.

All GGGI´s policies are available for open consultation under the following link: https://gggi.org/policy-documents/