Getting Your Campaign Website To Rank On Search Engines
Everyone wants their website to appear in the top search results. For most local campaigns, a candidate’s name will almost always appear in the top results if the candidate has his or her own campaign website. This is particularly true if most of the searches are for the candidate’s name or for the race in question.
But what if you aren’t appearing for these searches? How can you get your site to show up and drive more traffic to your website? (We assume, of course, that you’ve already put your domain name on your offline brochures and campaign materials.)
Below is a very basic explanation of search engine optimization (SEO). These are the techniques you can use to help ensure your website is indexed and appears for relevant queries in Google, Bing and Yahoo.
On-site optimization
This is just a fancy way of saying, ‘make your site about your race’. In other words, include enough text throughout your website about your candidate and the campaign. This includes using:
- The candidate’s name
- The state/region/municipality involved
- Topics specific to the race
There are effective ways to write online copy, and you don’t need to be overly-repetitive or redundant. Write naturally. Include the candidate’s name and race in the site’s header tags. If your race covers certain municipalities, be sure to mention them as well.
Regular updates to your site tend to help rankings, as search engines tend to prefer sites with ‘fresh’ content.
Off-site link building
Site optimization is one side of web promotion. The flip side is effective link building and advertising. Good links back to your website help it raise in relevance for searches related to your campaign.
- Link your site to and from your social media accounts!
- Newspaper websites – through articles and online voter guides
- Other local candidates
- Political party websites
- Supporter websites
- Other groups campaigning for similar causes
- Local or regional sites
When you start your website, try to get several good links. Search engines will find your site through links. Once the site is found, it will very likely become indexed quickly.
Build links to your campaign website the right way
Varied link text is best. For example, it’s great that someone links out to you as ‘Smith for Supervisor’, but it helps even more when you are linked with different text, such as ‘Smith for TinyTown Supervisor’. If you can, have your links use different text, if possible. Links with specific keywords such as names, locations or issues is particularly useful.
Pay Per Click (PPC) advertising
PPC is a way of building traffic to your campaign website, but it won’t help you at all in natural search engine rankings. The same goes for other paid advertising, such as Facebook ads, retargeting, texting and IP targeting.
And finally…
Using the techniques above, it should be relatively easy to have your campaign site appear for relevant searches. Then once the visitors reach your site, the rest is up to you!
Related:
What To Look For In a Political Website Builder
Many local candidates use a website builder to create a website to engage voters, raise donations, and build support. A solid website is the hub of that digital marketing presence. There are a number of site builders available for political candidates to create a site quickly and easily. However, most are not optimized for political purposes.
Here are some things to look for when choosing the best campaign website builder.
What are the features of the content management system?
Generic website builders have generic tools. They typically include a page editor, a form creator, and a design suite. Most are little more than an online copy of Dreamweaver.
What? You don’t know how to use Dreamweaver? This ‘generic builder’ approach is like giving you access to a fully-stocked garage and leaving you to fix your own car.
Ideally, you’ll want to use a system that is made for non-technical users and designed specifically for political candidates. For example, Online Candidate includes built-in contact, volunteer, donation, and endorsement forms. The forms are pre-designed, easily configurable, and can be added to one or more pages with ease. We’ve worked hard to create a tool that makes building your website as easy as possible while providing a great end-user experience.
Page needed in every election website
There are several main elements that every political website should include. The Online Candidate system comes configured with the following pages and forms:
- Home Page
- Issue Pages
- About the Candidate
- Election Information
- Blog Area for Updates
- Donation Form
- Volunteer Form
- Endorsement Form
- Contact Form
- Landing Pages
More content provides more user engagement. Besides issue information and candidate biography information, polls are a great way to get people engaged on your website. You can use them for feedback or just for fun. Online Candidate provides a simple polling feature and allows you to add outside poll or survey systems. Email signups are another common tactic for user engagement and to keep supporters up to date on election information and to solicit donations.
Creating forms is not a fun task. They take time to create. That’s why our sites have those forms already built-in and ready to go. They include data capture, so you can keep a record of those who have contacted you. We also include additional features such as an image gallery, a blog area, multiple user logins, integration with popular political donation systems, and the ability to easily tie into outside vendor services.
Need content inspiration?
Sometimes our clients don’t know what to write for their websites. Through our resource site, our clients have access to a selection of sample home page and about copy to help them started.
Political website hosting services
Our hosting is different than some other services. Your domain is stand-alone on our server and not part of a sub-folder of the host company’s website. Some hosts for political sites allow ‘immediate sign up’, and then simply add your new ‘site’ as a hidden sub-folder. Then, if you want your own domain name, they point the domain to that subfolder, where the entire site remains under the host site.
Website hosting through a subdomain or folder is bad for a number of reasons. It makes the site difficult to rank on search engines – or looks professional in the eyes of your visitors.
And if you register your domain through a service or a web developer, are you sure that you actually own the domain? Or can you even transfer the domain to another account in the future? This is an issue with any web hosting service, not just political website hosting services. When clients sign up for a domain through Online Candidate, the domain is registered in the the client’s name.
Many no-cost site site creation tools get you to sign up with a free domain name but then make it almost impossible to use the domain elsewhere if you want to leave their hosting service.
We don’t believe in that. If someone wants to move their website and be hosted elsewhere, that’s fine. We can point the domain to another server. If they want to transfer the domain to a different registrar, that’s fine too.
Keeping a client hostage to a particular web host just because they registered a domain through you is wrong.
Does the website builder include what you need, like email accounts?
These can be full email accounts or email forwards, which allow messages sent to youremail@yourdomain.com to forward to one or more other addresses.
Many free or low-cost builders do not offer email. If the service lets you create a website using a subdomain (yoursite.sitebuilderservice.com), then you definitely won’t have email available to you.
A branded email address that matches your domain name helps increase a candidate’s brand recognition. It also helps establish a consistent identity across various communication channels, such as social media profiles, brochures, and email signatures.
Online Candidate provides email accounts and forwards. A campaign email address is critical for advertising on Google Ads or Facebook.
What’s the cost?
The cost of any website can vary. For high-end, custom websites built by marketing firms, the price can be thousands of dollars. Larger campaigns often take this approach. Smaller campaigns have a more limited budget. Generic site builders cost around $10-15 per month. That may not include a domain name, and you are building your site from scratch.
Website platforms for political candidates, like Online Candidate, have the advantages of including features that political candidates need, such as initial pages, specialized forms, an image library and integration with related services. For example, our platform costs $29/month, with discounted pricing for longer hosting periods. The system is designed to help get a political website up and running quickly. Users do not need to know how to code or have design experience to make a great-looking site.
What are your design options?
With website software, you are often limited to specific designs. And most services are geared toward business clients. Because they are more generic in purpose, you may find it difficult to find a political design template that meets your needs.
Online Candidate is a platform specifically designed for political candidates and organizations. You won’t need to hunt around to find custom color schemes and graphics you need to customize your site’s look. We also include a library of political images for you to use in your site content.
Easily edit your site template look:
- Choose from a library of header graphics
- Upload your own header graphic or logo
- Load a professionally-designed color scheme or to create your own
- Choose a wide or narrow page layout
- Select header and body fonts
- Modify your navigation position and links
- Edit your sidebar options and layout
Our Regular and Enhanced Website Packages include design customization to match your campaign colors and design. If you don’t have a campaign logo, we can create one that you can use in your website, print materials and signage.
Our Lite Website Package and our $29 Monthly Option has a great selection of color templates and header graphics designed for political office and organizations. We also include specific graphics and color schemes for candidates running for sheriff, judge and school board.
How easy is it to use?
When creating a website for a campaign, not all systems are all the same. Many systems claim they are ‘easy’ to use, but turn out to be anything but simple. Is there a demo? Can you actually try the site editor before you sign up? Most don’t show you exactly how it works, and for good reason.
Even with free systems, you must load in a template. Then you need to build out all the pages. And then you have to make sure all the buttons are linked properly, find and scale your web images and so on. A free site creator can cost you plenty of time setting things up from scratch.
We’ve continually improved the Online Candidate content management system over the last 15 years. They system has evolved with technology, design trends and with customer feedback. We’ve made the system as simple to use for non-technical users, while allowing the flexibility that advanced users may require. Each step has detailed explanations built in, along with separate support articles with more information. Our editor has built-in styles, layout blocks and tools that are specifically made for political candidates. In fact, you can see our back-end demo for yourself.
Free campaign site builders – are they worth it?
There are a few risks involved with using no-cost services to create a website. You may find you will spend more in time and frustration to get things working. If you are currently using free hosting solution like WordPress.com, Weebly, or Wix you may want to be careful.
- Are there limitations? The first problem with free website hosting is that it often comes with serious limitations. For example, the site might be free, you may be limited in features or functionality that is important for your site be found on the web. You may find that an upgrade locks you in on an annual basis, and can end being more expensive than premium hosting providers.
- Are you just an extension of another website? The trial site may be free, but until you purchase an upgrade for a domain name and hosting package, your website is stuck in a subfolder (nocosthost.com/yoursite) or subdomain (yoursite.nocosthost.com). Unless you website starts with its own domain name, your site is just a subsection of your host’s website. This is bad for your site and bad for SEO. This can mean that when people search the candidate’s name, the host’s domain shows up, and not yours.
- You can be shut down and locked out. If you aren’t paying for a service, there is no guarantee of service. If you site is shut down or locked out, what are you going to do? Ask for your money back?
- You can’t transfer your website later. Many of these free hosts have terms of use that prohibit the transfer of your site to another provider. We’ve seen this happen often with new clients who are forced to ‘abandon’ their old domain name and website for a new one because the free host does not allow your domain name to point to any servers other than their own.
- The time factor. While a free site may seem like a way to save money when you start, you may find that you will spend more time and money building your site. That’s time and effort that can be used for other political purposes. If the right forms and tools are not built into the CMS, then you will have to build them out yourself.
Where’s the support?
If you use a free system to create your political website, good luck on getting help from a live person. With a low-cost site builder, you are typically limited to just email or ticket support.
With Online Candidate, we’ve tried to make our system as intuitive as possible for the least-technical user. We also have a full online support system, email support and – most importantly – a phone number that you can actually use if you get stuck or have a question.
Our ticketing system is build directly into your site admin. If you have a problem, just click on the box in the lower right and send us a question.
If you are planning to build your own site this election season, start early. Lay the groundwork with best online foundation you can. Check out your options and choose the system with the features, functionality, and services that work best for you.
Additional Resources:
Election Website Basics You Should Know
Whether you’re just considering a run for office or you’ve already begun the process, even most local campaigns have an online component. There are many advantages to fundraising and advertising online. You can raise more money, increase exposure, and improve voter turnout.
Here are tips to establish your online presence and plan a website for your political campaign.
Get the right domain name
It all starts with the basics. That’s choosing a good campaign domain name. Simple is often best. And what could be simpler than your own name? If your name is John Jones, go with johnjones.com. If your name is already registered, try a variation of it (e.g., johnqjones.com).
You may want to avoid the year or the elected position you seek in your domain name. What if you win? You may still want to use your website after the election to keep in touch with constituents and recycle the domain for future elections. Again, simple is best.
Don’t make your domain too long. Even though you can have over 60 characters in your domain name, how many voters will actually remember to type a domain name like electjohnjonesformayberrytowncouncil.com?
Pick several domain names before you start, just in case your first choices are already taken.
While it’s possible to register the domain name of an opponent, we don’t recommend doing so. Underhanded tricks like that are easily brought to light and can backfire against you, particularly in smaller campaigns. Also, registering the legal name of an opponent and using it maliciously could get you into legal hot water.
At the same time, there isn’t much use in trying to purchase all of the domain names that could possibly be used against you. Instead, spend your efforts promoting your own message.
Basic political campaign website pages and features
Here’s a quick checklist of pages that any local political campaign website should include:
- Candidate Biography: Background information about the candidate.
- Issues pages: Stake your positions against those of your opponent.
- Endorsements: These can be included on their own page or scattered throughout the website. If you link directly to the source material, it’s even better.
- Campaign news page or blog: Featuring campaign news that is regularly updated.
- Contact or volunteer form: This should be included along with ‘real-world’ contact information. A good volunteer form that suggests ways that a volunteer can help may spur more responses. Someone might not want to do door-to-door solicitation for you, but they might put a sign in their yard or agree to send postcards to neighbors.
- Secure online fund raising.
- Voter registration information: If running for political office, be sure to link to your state’s online registration application.
- Contact Information: This can be for the organization or for specific campaign members (volunteer organizers, etc.).
Online Candidate website setup includes a questionnaire to help you plan your content, site features, and design elements.
Additional website features include:
- Links to your social media and donation pages.
- Ability to upload and download content: This provides easier distribution of policy papers, forms, etc. Let supporters print their own materials.
- Site Policies: Most people don’t read “legalese,” but a good privacy policy helps build trust, particularly with potential donors. It’s best to be restrictive with your privacy policy and promise not to sell or share visitor information with anyone.
- Printable Pages: Allow your visitors to print pages in a printer-friendly format.
Who should run your election campaign website?
Everyone has a role in a local campaign. Generally, the candidate focuses on campaigning; the campaign manager runs the campaign behind the scenes; the volunteer coordinator organizes the volunteer team; etc. Your campaign may want to recruit a volunteer web coordinator. They can post website updates, compose and send e-newsletters, set up your fundraising page, and handle your online advertising.
Whoever maintains your website should be responsible for working with others to maintain the campaign focus and theme online.
So now you know the answer to, “What do I need for a local campaign website?” And that’s just one aspect of running an online campaign. There’s also online fundraising, social media, advertising on the web, and your online reputation to manage.
It’s not easy, but like everything else in a political campaign, it takes proper planning and smart execution.
Running for Office as an Online Candidate is our exclusive e-book, packed with tips and strategies to develop and promote a local campaign website.
![179 Years of Presidential Slogans [Infographic]](https://onlinecandidate-792f.kxcdn.com/articles/wp-content/uploads/memorial-lincoln-400x250.jpeg)
179 Years of Presidential Slogans [Infographic]
Presidential campaign slogans have been around for as long as there have been elections. Here are all the slogans of US presidential candidates from 1840 – 2020. Enjoy!
Courtesy of: https://edubirdie.com/
See more political infographs on our Pinterest page and see the list of our best political slogans.
5 Key Information Pieces Your Campaign Website Needs
At first glance, these items seem obvious, but you would be surprised at how often simple yet important information is left out of campaign websites.
Here is a short list of critical text that should always be included when building out your political campaign website. Leave this information out at your own peril!
1. State/Municipality/Office Sought
It’s amazing how many local political websites say “Candidate X for Mayor”, but don’t actually mention the state that the municipality is located in. If you’re running for office in Orange County, is that Orange County New York or Orange County California? Be specific. Help your visitors (and the search engines).
Add details to your “About” page that provide deeper context about your district and the office you seek. This not only gives voters critical information but also signals more about your election campaign to search engines.
2. The Primary/General Election Date
Don’t assume that everyone knows the day they need to go out and vote for you. Add the year, as well. A lot of old websites out there are asking for votes, even though the election day has come and gone. It’s another good reason to keep your website up-to-date, even after the campaign.
3. Election Information
Include local election information, such as voting locations and how they can register. Link out to your local or state election information, as well as related pages—like your candidate profile, FAQs, and press releases—that can provide voters with a larger picture of your campaign’s operations and milestones.
Get Free Campaigning Tips: Subscribe for free guides and updates from Online Candidate.
4. Specific Local Issues
Be specific. The more local the campaign, the more specific the issues become. Don’t just say ‘our traffic problems’, say ‘TinyTown’s traffic problems’ or even specific highways or roads. Consider linking to detailed policy pages or blog posts that elaborate on these issues. This approach enriches the voter’s understanding and creates a network of internal content that strengthens your overall message.
5. Full Contact Information
Provide full contact information for your campaign. This will be helpful to both voters and the media. After all, if they can’t easily contact you when you’re running for office, why would they think you would be more responsive when you’re actually elected?
This information is what search engines look for when displaying search results for campaign-related queries.
Tip: Don’t forget to include the candidate’s name! Too many times we see websites written in the first person, where the candidate is referred to as ‘I’ or ‘my’. Without an actual name in the copy, how can you expect search engines to know who “you” are?
If you want to write in the first person, try adding a quote box and a call to action written in the third person. Mentioning your full ballot name, position sought, and location is critical for optimizing your website.
Integrating Internal Linking Within Your Broader Campaign Strategy
Beyond the basics of listing key information, internal linking plays a huge role in unifying your campaign message. By strategically linking related content—such as policy details, event updates, and media appearances—you can create a cohesive narrative that improves your site’s SEO. An interconnected structure also reinforces your key messages and helps voters easily access additional resources.
Incorporate this information into your site, and site visitors (and voters) will have no doubt about who you are, what you are running for, and what you stand for!
Related:
- Writing Content For Your Campaign Website – Examples
- Write an Optimized Political Press Release
- Creating a Political Campaign Swipe File
Get your campaign website created faster and easier with Online Candidate. Our system is designed for political candidates and organizations. Use our built-in tools and resources to improve your online campaign. Which services are best for you?
When To Start Your Political Campaign Website
Once you’ve decided to run for office, when should your political campaign website be started? The short answer is as early as you can.
In fact, the process of building a political website will force you to pull together elements you will later need for your print materials and signage. This material includes:
- A logo design
- Candidate photos
- Content, including your candidate bio and issue positions
Putting together the content for a site will actually help pull together the larger elements of your voter advertising.
Have a primary to win?
A website could make all the difference, particularly in local elections. Turnout for primary elections are usually low, and because of this, every vote counts.
Two types of people vote in primary elections
Those people are dedicated party supporters and those who take their voting privileges seriously. Just 20% of eligible voters vote in primaries, and they tend to be more highly partisan than the average voter. Putting up a campaign website during a primary gives the impression that a candidate is in the race for the long haul.
Securing a domain name early gives you an opportunity to promote the site in every piece of campaign literature right from the start. Online information can help influence primary voters who seek out information about the candidates. Once a primary is over, the site content can be expanded and modified to focus on the general election audience.
Waiting until the last minute or following an opponent’s lead limits a campaign website’s effectiveness. By holding off, you’ve lost an opportunity to influence voters. It takes time to build online support, not only through a website, but through social media and other online advertising channels.
By starting late, you will have little time to promote your new site. Just building out a campaign site in response to an opponent’s site can look to many as if you’re simply following the others’ lead. A ‘wanna-be’ site, if you will…
Some candidates for office are required to hold off on campaigning activities during certain times. Judicial candidates, in particular, fall under legal restrictions. Check your election rules for how and when you are able to actively begin campaign activities.
Related: Why Starting Your Campaign Website Early Makes Sense
With Online Candidate, it costs less than a mailing to create a political campaign website for state and local candidates. Having a website created early will give the recipients of your first mailing a destination to find out more about the campaign. They can learn how they can help, and where they can contribute to keep the campaign rolling to election victory.
Online Candidate makes it easy to launch your political website and build your online presence.
