Which Presidential Hopeful Would Get Google’s Vote for Most Descriptive Highest Ranking Website?

2016 Election

There is no bigger contest than the race for the Presidency and more people than ever are intrigued watching this heated, contested primary battle. In the end only two will remain so it is critical that each candidate brings their A-Game and of course, their best marketing talents!

Without attempting to persuade your political opinions on this Illinois primary voting day, let’s take an objective look at the six remaining presidential candidates’ website listings, as they appear on Google, after a quick search by each candidate’s name:

Make America Great Again! | Donald J Trump for President
Donald J. Trump is the very definition of the American success story, continually setting the standards of excellence in business, real estate and entertainment.

Hillary for America starts right here | Hillary for America
Official campaign site of Hillary for America. Hillary Clinton wants to be a champion for everyday Americans – so she’s a candidate for president in 2016.

Ted Cruz for President
Courageous Conservatives — Reigniting the Promise of America.

Marco Rubio – A New American Century
Marco Has Upcoming Events in Florida. Find out Where. Vote for Marco in Florida. Find Out How. Volunteer for Marco. Join the Team. Stop Donald Trump.

John Kasich for America – John Kasich
Learn more about John Kasich and how you can support his campaign to lift America. Sign up – Volunteer – Donate – Get Updates. Together, we can fix America.

Bernie Sanders for President | Contribute to Bernie Sanders
The official campaign website for the presidential campaign of United States Senator Bernie Sanders.

In my opinion, the “best branding” accolade goes to Donald J. Trump. He clearly establishes his “Trump brand” by getting his campaign slogan front and center along with the notion of “Donald for President”. His descriptive details outline his personal accomplishments, however, the GOP may feel the Donald should also include some core tidbits from his proposed political agenda too!

Hillary and Ted seem to be tied for second. Their campaigns both utilize their website to communicate critical key messages “Champion for Everyday Americans” and “Reigniting the Promise of America” and the notion that their striving for the top position of President.

Both Rubio and Kasich seem to have filled their website with energetic call-to-action verbs such as: Find Out, Vote, Join, Stop, Sign-Up, Volunteer, Donate and Fix – all of which can be compelling and inspiring. However, I would have liked to read a little more substance regarding their campaign themes.

Bernie Sanders, although highly attractive to college aged voters with his promise of free tuition, is definitely behind-the-times when it comes to web savvy marketing skills”! Besides mentioning “President” and a CTA of “Contribute” his listing has no insightful takeaways about his campaign. He believes in simplicity, but I have to admit, I was not exactly “Feeling the Bern” when viewing his listing.

Per Google, “The goal of the snippet and title is to best represent and describe each result and explain how it relates to the user’s query.”  The displayed title can be a critical factor in whether or not someone clicks on the listing to learn more and the description helps to persuade or dissuade the reader.

Many people may not realize that page titles and descriptions are completely automated and generated from the actual web page content and other web references. You cannot manually force the Google page title. However, it is not all by chance either, keen marketers can use methods to improve upon their snippets and search results by providing vital information upfront to Google within their site.

To better educate you on this topic, let me paraphrase from the Google site, two of the ways that one can improve the quality of their web page title and snippet:

1. Create descriptive page titles – Make sure every page has a title.  Be descriptive and concise. Avoid keyword stuffing. Use distinct instead of repeated page titles. Brand your pages with your site name and then a relevant page title. Be careful about disallowing search engines.

2. Create good meta descriptions – Make sure every page has a meta description. Different pages should have different descriptions. Include clearly tagged facts. Meta tags aren’t sentences. Descriptions should be human-readable and diverse. Use high quality detailed descriptions.

In closing, let me just say, to all fellow Illinois residents and for those of you living in Florida, Missouri, North Carolina, Ohio, and the Northern Mariana Islands… despite your feelings on the candidates’ website listings please look at the big picture and be sure to cast your VOTE today!

Thanks for reading. Need customized marketing help? Please contact me via email at: jdetermann@twochicago.com. Please “Like” my blog if you found this interesting and beneficial.

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