This post was a reply to a candidate client who was upset they were not higher in the google search results for their name + race (ie: “Laura Roslin for San Jose District 9”). I figured it would make a good post.
Before you get too far down this rabbit hole, check your assumptions. Maybe your search results are not as bad as you think when compared to the other candidates. Or, maybe they’re much worse. Search the other candidates and see how they’re doing. Maybe you’re not doing too bad compared to the rest of the candidates.
Search on their name plus the race. So, for example, search:
Rita MacDowell for San Jose District 9
Jack Handey for San Jose District 9
Bartholomew Hunt for San Jose District 9
Phil Conners for San Jose District 9
etc.
See how high they are on the page. Don’t bother going to page two because nobody else does. If they aren’t on the first page, they don’t exist.
Get some real information. Then you’ll know whether or not you really need to panic.
Now, onto the tips:
1. The NUMBER ONE thing you can do to get higher in google results is to get inbound links to your site. That means other websites linking to your website. You gotta hunt every mention of this race in the media and make sure that if the article links to the websites of the other candidates, yours is in there too, and properly linked. Yes, this means you have to talk to the people who wrote the articles. Email the authors, and get articles like that updated with links to your site.
If you score an interview, then get them to promise to link to your website somewhere in the article.
You need multiple links to your site to push up your google results. Make sure your friends are posting links to your site on ALL their social media.
2. The number two thing you can do is to sign up for a Google Analytics account, and pay for inbound traffic. I think just a couple hundred bucks should put you at or near the top.
There is an embargo period on political content on Facebook and the effect of inbound links takes a week or two to percolate on Google’s results, so the sooner you get this set up, the better. Don’t sit on this and then try to get it done a month before the election because by then it’s too late.
3. Another thing you should be doing several times a day is posting a short video to TikTok. TikTok has a lot of voters on it, so go to where the voters are. You can talk about this or that issue. Between 30 seconds to 2 or 3 minutes. These are not commercial-quality videos – they are quick things you make in the car on the way somewhere. Or a whispered-video being made in the back of a crowded room while waiting for your chance to go on. Whispered: “Hi! I’m Laura Roslin and I’m running for City Council for Oakland District 2. I’m here at the candidate town hall. I’ll be going up to speak in a few minutes. It’s a good turnout, but I wish more people were here. It’s an important election.” etc.
Watch AOC for inspiration.
Make sure your posts are tagged #, #san-jose-city-council, #san-jose-district2, #san-jose-politics, etc. You can get a TikTok account and be posting your first video in under ten minutes. Unrehearsed is best – TikTok isn’t for commercials, it’s for getting bite-sized messages out.
If you record the video to your phone instead of directly to Tiktok, then you can post it to TikTok and then post it again to Instagram and again to Youtube. Your campaign manager can help you with this.
Willie Sutton was a bank robber. When he was caught, he was asked why he robbed banks, Sutton simply replied, “Because that’s where the money is.” There are a lot of voters on TikTok, Instagram, and Youtube.
If websites alone won elections, then every client of mine would win every election. Instead, what wins is reaching voters. Tiktok, Instagram, and Youtube are where the voters are now. You gotta go to the voters.