Ranking in the search engines for important issue searches is great technique for political candidates to gain visibility. If you control web content related to important search phrases, then people or voters who are researching issues will find your information — even if they were not looking for your campaign in particular.
Let’s pretend that traffic in TinyTown is an important campaign issue this year. You, as a candidate, have some great ideas for solving the problem. Because it is an important issue, you decide to dedicate a specific page for that issue on your campaign website.
There are two steps to getting your content ranking on the search engines. The first is to properly create material, and the second is promote the material. To get rankings and traffic, we’re going to follow some basic search engine optimization (SEO) techniques.
Craft a web page specifically for the issue: Create a page of content of at least 350 words. It should be long enough to appear more authoritative than other existing content. There’s a lot of clutter on the web, and your content needs to stand out. Be sure to include your main phrases (TinyTown traffic, traffic in TinyTown, Tinytown traffic problems, etc.) in your page title and throughout the body of your text, where appropriate. Break your text into manageable chunks and use subheadings that incorporate the main phrases. Don’t overdo it. Make the content readable and logical. Link out to related sources. For example, if your page is about traffic, link out to relevant newspaper articles or traffic studies describing the problem.
Cross-link within your website: Where it makes sense within other pages of your site, link directly to your new issue page. Where possible, try to link through with a related phrase. For example, you may have a list of important issues on your home page. You will will want to link from the phrase ‘TinyTown traffic’ or ‘traffic in TinyTown’ to your issue page. Do this on several pages, and this cross-linking will act as a signal to the search engines that your traffic page is important.
Build outside links to the page: In order to get a web page quickly indexed by the search engines, there should be links to the pages from outside sources. The easiest and fastest ways to get the page indexed is to post content to your social media accounts.
Promote with press releases: Again, this is a way to build relevant links to your web page. Craft a brief press release and syndicate it so it can be picked up by other websites. If you choose to use a free service, we recommend onlineprnews, because it automatically links any URLs you put into the release. If you want a better online promotional solution, try a paid PR site like prweb.com. Be sure to include a link directly to your issue page (in addition to your website home page), and use a complete URL, starting with http://.
Inform newspapers and local blogs: Notify your local media about your new web page. This includes both local newspapers and blogs or news sites that cover your geographic area. You may want to use your press release for this purpose. Again, if possible, have any web links from these sources point directly to your issue page rather than your website home page.
Done properly, you’ll find that your content can appear for related searches. This will bring in more traffic, and more importantly, allow you to present information to a wider audience.
Online Candidate provides powerful campaign websites at an affordable price. Our system features a custom design and a content management system with tools specifically designed for political candidates and organizations.