Local SEO for political campaigns: lessons from Harlem

How a keyword for every page and a fixed Google Business Profile helped first-time candidate Kristin Richardson Jordan rank #1 in a primary won by 114 votes.

In 2021 Kristin Richardson Jordan, a first-time candidate, ran for New York City Council in District 9 (Central Harlem) against a veteran incumbent. She won the Democratic primary by 114 votes after a recount and served on the Council from 2022 to 2023. I built her campaign website and ran its SEO. In a race that close, being the first result when voters searched mattered. Here's what worked.

Voters search, and they search locally

Before an election, voters type candidate names, district numbers, neighbourhoods and issues into Google. If the campaign's own site doesn't answer those searches, someone else's page will: an opponent's, a news article or an outdated listing. Local SEO decides who tells the candidate's story.

A keyword for every page

The site was structured so that each page targeted its own searches: the candidate, her issues, the district, events, how to vote, and how to volunteer or donate. Each page had a clear title, heading and copy built around its topic, so searches for the candidate and her platform led straight to the right page.

• Candidate page: name and role searches.
• Issue pages: the policies voters were researching.
• District and voting information: "who is running in District 9" and "where do I vote".
• Volunteer and donate pages: for supporters ready to act.

Fix the Google Business Profile

For many searches the first thing people see isn't a website at all. It's the knowledge panel and the Maps listing. Fixing her Google Business Profile (accurate details, category, links and presence on Maps) was one of the most effective changes. It made her known locally and helped her reach #1 in organic search when voters were looking.

Make it easy to act

Traffic only matters if visitors can do something. The site put volunteer sign-ups, donations, events and voting information front and centre, alongside press and public statements for journalists. After the win, the same site became the Councilwoman's hub for constituent services, office hours and news.

A checklist for any campaign

1. Build one page per core search: candidate, issues, district, voting, volunteering and donating.
2. Write titles and headings in the words voters actually use.
3. Claim, verify and complete the Google Business Profile.
4. Keep events, press and statements fresh. Recency helps in fast-moving races.
5. Make every page end with a clear action.

Running for office, or supporting someone who is? Let's talk.

Written by Syed Taqi

Full-stack developer at NUST SEECS and Head of IT for Swiss Made Direct. I've spent 7+ years building and fixing websites, apps and servers, plus 400+ WordPress sites. More about me · LinkedIn