The following guest post from Phil Van Treuren appeared in Campaign Now on August 11, 2014.
Although political campaign strategy is a hobby of mine, my full-time career is in the fields of Search Engine Optimization, Internet Marketing and Online Social Media. All three are becoming more and more applicable to political campaigns of all sizes, and even candidates in local elections are starting to realize that simply having a website doesn’t capitalize on different ways to connect with voters online.
Search Engine Optimization, or SEO, is the art and science of building a website that is most likely to show up prominently in search engine results when someone types in a relevant search. There are two main components of SEO: on-page efforts (stuff you do ON your website) and off-page efforts (stuff you do on OTHER websites). Both are equally important, but before we talk about them, let’s focus on your targeted keywords.
As a candidate, you want to make sure that your campaign website appears in the results for a specific subset of web surfers: The people in your district who will have the opportunity to vote for you. When putting together your SEO plan, the first step is to figure out what “keywords” and “keyword phrases” these people will likely be using to search online for information about your political race.