All about the "About the District" page

The About the District page is where you talk about the unique challenges facing your constituency. It can echo the content in your issues page(s). But all that aside, the primary purpose for the About The District page is to boost your search engine performance. 

There are no magic tricks to SEO anymore, just some basic rules that if you follow, your site will start to get some traction over time.

The first and best thing I recommend to boost your SEO is to get inbound links coming in from other sites. Any coverage of you or your campaign in the press should link back to your Nation. If there are stories that have already run, contact the author and ask for the story to be updated with a link to the Nation. This is true even in negative stories - the search engine doesn't know the difference.

Always use your whole name ("Abraham Lincoln" as opposed to "Abraham" or "Abe" or "Mr. Lincoln"). Where possible, use your whole name in conjunction with your campaign ("Abraham Lincoln for City Supervisor"). Make sure the entire campaign name is spelled out at least once per paragraph. I also recommend doing that throughout the entire site. 

Next, make a list of all of the search terms in which you want the site to come up in. If Mr. Lincoln were running for San Francisco City Supervisor, District 11, these would be the search terms I would focus on: 

Abraham Lincoln for Supervisor
Abre Lincoln for Supervisor
District 11 San Francisco election
District 11 San Francisco race
San Francisco District 11 2016 race
San Francisco Supervisor election 2016
Supervisor candidates in San Francisco in 2016
etc. etc. Make that list.

Now, on your About the District page, write four or five paragraphs that include every single one of those phrases. It doesn't have to win a writing contest, it just as to have all of those phrases. Repeated, if possible. Remember, the "About the District" page is a throwaway page that very few people will read, because most people already know enough about their district; they are not on your site to learn more about their district, they are on the site to learn more about you

Finally, time is a factor in search engine performance. It takes time to build up "Google Juice". It takes time for your page to start percolating up the search results once you publish.  If you put off creating this page until the final weeks of your campaign, you are not doing yourself any favors.  Because of the nature of SEO, I highly recommend you have this page ready to go the very day you launch. 

To recap: 

  • Inbound links,
  • changing every occurrence of the name to the full name
  • adding the name + race often (at least once per page)
  • writing the About the District page


Tim Wayne - NationBuilder Consulting - Interaction Design

Here's what my clients say:

"Tim has been a great asset to the Educate Our State team not only developing a beautiful, easy to manage and highly functional website but also offering guidance on social media best practices and strategic planning for our future on-line presence. Tim's ability to quickly navigate issues, consider various solutions and support our team through a number of phases of growth has been remarkable. His get-it-down attitude and quick responses have made this piece of our communications platform easy to build and launch. We can't recommend Tim highly enough!"
Crystal Brown, President, Educate Our State

"Tim has the most amazing talent, he can nearly read your mind and then improve on your idea... He should be on the TV show Heroes, because if you give him copy and some direction he comes back with what you had in mind but even better."
Jim Ross, Jim Ross Consulting

"Tim built our website quickly and beautifully. It represented our business and our service to clients well. The professional image he created for us was an important part of our success."
David Schachter, Lead Analytics Engineer at Playdom

"Tim was a pleasure to work with; he provided valuable expertise in a timely manner for a fair price. What more can you ask for? I hope to have the occasion to work with him again soon."
Mir Haynes, CEO, Anabo Studios

"I love working with Tim Wayne!
Tim is creative yet practical, balancing his keen design sense with an appreciation for real-world business considerations. Tim takes instruction well, though he requires little.
Bottom line: Tim always produces first-rate designs that are appropriate to a website's message and market--and he's fun to work with, too!"

Lang Zerner, President, Studio32

"Tim is a great web designer who, when given the chance, can come up with some pretty amazing stuff. His eye for design and all things aesthetic never ceases to amaze me."
Tony Chang, Senior Engineer, ServePath

"Tim is a very thorough and detail-oriented designer. He is an asset to the integrity of our three brand's commercial websites."
Liz Dizon

"When I worked with Tim, I immediately recognized what an awesome person he was. He helped our group design all of ServePath's customer sites. What made Tim invaluable was that he understood the mission and business objectives clearly. Based on the these, he architected sites that were able to draw in a substantial amount of customers, with compelling content, easy navigation, rapid product fulfillment, and order processing. This allowed customers to quickly and efficiently complete the transaction of their service and begin operating immediately.

As a sales person, I worked closely with my customers and they always spoke highly of our web site and the customer extranet. Tim's knowledge of rich media technologies is unrivaled."

Alex Barajas, Sales Engineer at Neustar


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