Tag Archives: social media

Election SEO ( Search Engine Optimization )

There are quite a few names for Political SEO. Election SEO, SEO for Politicians and a dozen other variations.

The end result is always the same, a politician or his operative hires an SEO firm to help build a brand that they could trade on. To actively monitor and work with Google, Facebook, Twitter and other social and search outlets to keep control of the message their client is trying to maintain and build.

This becomes a literal full time job for many people especially close to election. At that point people are searching to high levels trying to figure out who to vote for. They heard rumors of X or Y and are trying to see if that rumor is true.

This is when Political SEO becomes the central piece of any political campaign. Your client needs to be ranking for that term , that night. So not only does the SEO have to monitor what’s happening , but they also have to respond and rank in time for the rush of voters that want to know the true story.

This type of SEO isn’t normal, this is Political SEO and this type of SEO makes typical business SEO look like Checkers compared to Chess.

Most businesses don’t require to respond by election night. Though that occasionally does happen, it’s typically called Crisis Management SEO or an advanced version of reputation management.

Though this work is similar, it’s typically narrowed to one specific instance. A bad review on Yelp or an event that took place that individuals are discussing on social media and blogs. However Political SEO is this, but on many fronts, way too many fronts in recent elections.

Yooter InterActive can guide you though this minefield and help get your client elected.

Political SEO Guidelines for a campaign manager doing it on their own

A checklist of sorts for a Political SEO operative. Nothing like this exists right now in a report format, so this might help you if you are doing digital campaign for your candidate.

1 – Adopt a blogging platform, We suggest WordPress. The reason for this is that you need a rapid response tool that normally is indexed quickly in Google, has the ability to push out onto Social Media automatically such as Twitter, Facebook and other social media tools via free plugins. Technically speaking, you could voice to text to your phone, press submit and it will display in Google, Twitter, Facebook and every other social media outlet you have connected it to. With one button you can update your response in short order. WordPress can also be configured to have it automatically mail journalists if you desire. In other words the platform is nearly perfect for what you are trying to accomplish in many instances.

2 – Monitor others, you need to keep an eye on what the competition is doing. You can of course just search daily or read news reports. But a more proactive way is to get notifications from Google when certain keywords are mentioned.

3 – Setup some notification from Facebook and Twitter as well , the google one works fine for legit or somewhat legitimate news sources, but if you want to understand what is going on in the social media front you need to monitor each social media outlet. You can do this via many tools available, even WordPress has plugins that do this for you to an extent in the dashboard. But you really should check up on this yourself and don’t rely on tools.

4 – Start Blogging, you need to outline your candidates position clearly. On Fracking I believe X and Y. On Abortion I believe X and Y. On Legalization of Marijuana I believe in X and Y. Be factual don’t fluff it up to the point where another candidate can start calling you “wishy-washy”, a “flip-flopper” or any other type of distraction from the message. These posts need to be very clear on what the candidate believes.

5 – Continue blogging, your candidate wanted to run for office because he or she believes in something. In these set of posts please make sure that your candidates values are being shown in a positive light. Use stories on why your candidate takes that position. Photos and images should correspond to that message.

6 – Donations. Let’s face it any campaign is dead in the water without funding. You need to make it easy to donate. Paypal, Credit Card, all these should be options, and all these should be easily reached from any page on your site. I suggest a third party processor such as Paypal because you don’t want to store credit card numbers on your candidates site. The last thing you need is a security problem being publicized in the middle of a campaign.

7 – Contact – People that vote want to know if the candidate they contact will care about their issues. Please make it easy for them to contact you AND be good about responding.

8 – Respond – to what you believe is needed to be responded to via your Blog. It should be the defacto go to site for anything concerning your candidate. Since it is tied into your social media, one post there populates many areas, such as Facebook and Twitter. Responses, if setup in a similar fashion, quick and easy and casts a big net.

9 – Attack – If you want to go on the offensive, please note that the same tools you use for defense can be used offensively. If your adversary is trying to cover up something he or she did in the past that relates directly to the election, by all means make sure it’s there. Just remember when campaigns go negative they have a hard time going back to the high road. Be prepared to go on the defensive just as quick. Negative campaigns turn expensive with pay per click, hulu ads, youtube ads, TV ads and everything else you can afford. This is not the route one normally desires but is forced into.

10 – Go back to step one.

How weather affects your SEO strategy

Many people don’t think about this,  but all seasons are not the same.   Historically over the past 20 years,  overall internet traffic tends to dip during the warm summer months,  and then tends to increase over the colder months.  Though this trend has seen a decrease over the past few years (blame your kids Xbox and Youtube Videos)  the fact is that this still happens today.

Though we are at the very tail end of the summer,  much of this still applies for the next month or two.

Some industries see an increase during the summer,  such as landscaping firms,  firms that sell pool equipment and firms that sell sporting equipment.

The physical reason is simple,  people still tend to go outside (your kids Xbox and youtube videos aside) during the summer.   This typically means slightly more mobile traffic ,  less desktop traffic,  and overall more sporadic peaks and lows for internet  traffic.    Then the dreaded vacation where decision makers are relaxing on the beach and not searching for the products you sell.

Winter tends to be more structured,  kids are in school meaning that they are not online during the middle of the school day (for the most part).   Vacations are taken with far less frequency and individuals are again searching for the products you offer.

This makes it awkward for searching traffic, planning and overall business decisions during the summer.

What many experienced SEO’s do during the summer is spend more time doing things that they typically would not do during the peak season.    Such as moving sections of a website, requiring a 301 redirect,  items like that tend to force the website to take a hit for short period of time.     One would never attempt this during peak season, but on a slower time it makes sense.

The overall SEO strategy that many adopt during this time (Late September) is to finalize any summer modifications that they were working on and go live with them.  This allows for enough time to get everything working and ranking before the peak holiday season.

When Winter sets in,  one typically spends more time monitoring and tweeking rather than making large changes to an existing website.

Interesting times.

It’s time to redefine SEO

The problem that I am seeing recently is that SEO is defined as the following:

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results.” – Wikipedia

That maybe true 20 years ago,  but honestly life has changed since that definition was made.  

20 years ago if you wanted to find a contractor,  you’d use a search engine, find what you wanted and contact them.    Today you’d still search Google,  but you also might post on Facebook asking your friends if they know any contractors that can do that project as well.

This wasn’t really that much of an option when the term SEO came out.    The point being that SEO started to become the same loose definition for online marketing.   Clearly the situation has changed.

Search Social Optimization might be a better definition.    Though that does not fully encompass everything,  it does however define it somewhat more robustly, but it’s flawed in the fact that you’re calling PR in the case of Social “Optimization”.    So this is better, but inaccurate.

Online PR might be even better,  because you’re trying to get both Google and others on social media to suggest your site and products.  But online PR is sometimes confused with Reputation management,  which is an entirely differing animal.    That’s when some former customer or former employee puts less than helpful information on the internet about you and your firm. 

Let’s go though some ideas.   Finding the proper word for Modern SEO and Social might be more difficult than you think.   

SEO –  Only referred to organic rankings,  the internet changed in the past 2 decades.

Search Social Optimization–  this is not a terrible definition,  but it still implies optimization for Social,  when it’s actually PR.

Online PR – too often confused with Reputation Management.  The confusion alone makes this definition terrible.

Reputation Management –  This is sometimes called “Crisis Management” ..  it could technically be defined as what SEO and Social is,  but in reality is already is defined as a defensive measure rather than a marketing strategy.    In other words Reputation Management isn’t a marketing campaign,  it’s to defend yourself against someone else’s marketing campaign against you.

The problem is there are hundreds of way to define this, each of them with flaws in the definition.      What are your thoughts,  comment on Linkedin, Twitter or Facebook hashtag #yooter to see what other’s have said.

 

11 years as CEO of Yooter InterActive

I didn’t even notice,  until I got notified by Linkedin,   11 years is a long time.      I realized that over the course of those 11 years so much has changed in the Search and Social areas.    

11 years ago life was much simpler in terms of ranking clients.   There   were less factors,  less competition,  and less overall importance to Search and Social compared to today.

At the time when I founded Yooter InterActive Marketing,  people asked “do people really make a living doing that” and “who pays for marketing like that?”.

Times have changed,  and they have changed so much that sometimes it’s mind boggling to step back and see actually what has changed.

Things went from turning on your computer and after a few minute boot time, then double clicking the browser, navigating to Google.Com then searching for “how to make Pizza a home” to asking your phone verbally “hey Google,  where is the nearest pizza place” and instantly getting results.

Just as technology progressed,  so did people.   People don’t search now like they did back in the early 2000’s and late 1990’s.   Search queries are now more mobile oriented,  more “right now” and more by default location driven.      Today people are just as inclined to put a quick post on Facebook “where is the best pizza shop in Pottsville, Pa?”   and get a response within minutes.   Meaning social media is such a bigger part now than it was in 2004 ,  especially for business.

So with the mix of increased technology and increased human awareness in our searches.  The types of information we ask for and how we ask for it.  Jobs like promoting for clients becomes more and more challenging.    I love challenges,  but once in a while you do get the mind boggling thought “Technology races faster than you  think”.  

Like this post,  part of it was written on a desktop, the other part was verbally transcribed on my iPhone.   In 2004,  this would have been a dream,  today it’s a normal day.   In cases like this Technology progressed so fast that by the time you believe you fully understood  X ,  Y has replaced it.    This is both a blessing and a curse.  
AI (Artificial Intelligence) is becoming more and more relevant in our modern lives.    Today the stock market was closed due to a computer glitch.   But the majority of trades on the market are not done by humans,  a computer program makes or  breaks banks, individual savings,  and everything else.  All based on AI.Another AI modifies your search results in Google.    When you search in Google,  the search giant remembers what you were searching for and factors them into your next search.  In other words in learns from your searches and customizes them for you, and only you.This makes an SEO job difficult sometimes because being #1 sometimes means your #1 for you alone,  the rest of the world sees you somewhere between #1 and #14 depending on their search pattern which Google’s Artificial Intelligence  (or commonly called Algorithm) determined is the best for you.The other criticism is that with positive reinforcement,  you keep getting more and more of what you were searching for, that line of political thought,  for example and are never exposed to any other viewpoint. There have been times when I have searched for a candidate, and another individual searched for the same candidate and the articles and information displayed were very different.   His was tilted highly towards with negative information about this candidate,  mine showed mostly positive.Even his drop down was filled with negative qualifiers compared to mine.Technology has segregated us to an extent,  you now get only the news and the articles you want,  you’ll also more likely not to get any news or articles you don’t want.It’s fascinating, scary and hopeful all at the same time.   We live in interesting times.

Best Regards,
Roger Wehbepresident@yooter.com

Scranton and Wilkes Barre SEO Services

Scranton and Wilkes Barre SEO Services.

Yooter Interactive believes that Scranton and Wilkes Barre are within our local market,  based in Pottsville, PA the distance allows for weekly meetings to impliment strategy, coding and other issues to help benefit your overall rankings and ROI.

We are centerally located between Allentown, Reading, Harrisburg , Hazleton, Scranton and Wilkes Barre.   We have extensive experience in the local market and have a many of our clients based in the area.  If you are looking for SEO services in your local market.  Please contact Yooter InterActive Marketing

We will assist you with all your SEO / SEM and Social Media needs.

 

Lehigh Valley SEO and Social Media Conference Part 2

We got a decent response regarding the Lehigh Valley SEO and Social Media Conference.   Meaning the chances are high that we will proceed with it.   A total of nearly 2000 people visited the announcement, with several dozen filling out an interest form.

We contacted several locations and fell in love with Hotel Bethlehem in historic downtown Bethlehem, Pa.

The associated costs with that location most likely merit a small fee associated with the conference.   That however is yet to be determined.

 

SEO and Social Media Conference 2015 – Lehigh Valley

audienceCN_0399We were planning on having a conference in the Lehigh Valley (Bethlehem or Allentown , PA) regarding SEO and Social Media in March, 2015.   However we wanted to gauge the interest in such a conference.

The ideal attendee would be an Executive or Director level in Marketing and Advertising.  The topic of discussion would be to discuss the trends for 2015 and 2016 for both Social and Search, and how best companies can work within the ever changing system to help increase public awareness of their respective firms.

The Conference would be hosted by Roger Wehbe, CEO of Yooter InterActive Marketing,  however we do plan on having guest speakers from various local Advertising and Marketing companies based in Eastern PA.

We believe that much of the conference would be a Q&A session with plenty of time to mingle with both the hosts and the attendees.

If this is something that you are interested in,  please contact us (Use this form).   By signing up you are not obligating yourself to attend, it is simply a judge of demand for an event of this caliber.

 

SEO in Allentown PA

The Allentown , PA area offers some unique challenges for SEO and Social Media.   Yooter InterActive is the oldest SEO firm that was started in the Lehigh Valley,  it’s CEO Roger Wehbe has been a professional SEO since 1994.  Though now we are located in the northern part of the Lehigh Valley (near Hamburg / Pottsville) we still service the area.

Our clients range from PPL (Formally PP&L) to numerous regional  and Global companies.

We have seen some of our clients be purchased by Google and we have seen some our clients go from small firms to publicly traded companies.   We just wanted to put out a notice that we still do service the Lehigh Valley,  Allentown and Bethlehem areas and we are open for additional clients in the area.

If you have any questions at all please contact us.