Author Archive - Ataylo
Search News: Election ‘08 - Obama Uses Search Engine Marketing to Manage His Reputation Like a Pro
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Written By Andaiye Taylor | October 7, 2008 | Share This
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On the heels of a New York Times article on the subject, the McCain campaign over the weekend, primarily in the person of Governor Sarah Palin, eschewed talk about the ailing economy and instead talked up Senator Obama’s purported “palling around” with former Weather Underground member and Chicago area civic fixture William Ayers.
To their great credit, the Obama campaign launched a gold-star search engine marketing response to the attack, one that hit all of the best practices outlined in my previous post – and then some. In the evolution from a campaign that was phenomenal on social media but behind his opponent on search marketing to a campaign that is nimble and proactive we can see the basis for a first-class search reputation management campaign.
SEM: Election ‘08 - There’s No Debate When it Comes to Optimized Landing Pages for Search Engine Ads
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Written By Andaiye Taylor | October 2, 2008 | Share This
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Successful search marketing campaigns require marketers to execute a multi-pronged strategy the right way. For a political campaign (and any campaign that is impacted by rapidly shifting events) search campaigns must be 24-hour-news-cycle-ready, and if the landing page isn’t spot on it may as well not be run at all.
As we noted earlier this week, the Obama campaign appears to have become a lot more aggressive and quick on the draw with their search marketing strategy. Yet there are two areas where the campaign can build on their improved search presence. First, the Obama campaign could employ a much more tactical landing page strategy. Secondly, and particularly because this is a political campaign, both campaigns could do a better job of pivoting between evergreen issues, those that will always be of interest, and flare-ups, those all-consuming – if sometimes temporary – issues that rule news cycles until another flare-up overtakes them. (Sometimes the two merge as with the always important but, of late, direly important economy in recent weeks.)