Menu Search
Case Studies

Obama for America Finds New Opportunities with Terakeet

Case Study // January 9, 2013

Perhaps no introduction is necessary for the 44th President of the United States’ globally recognized campaign, but in the interest of consistency we’ll provide you a few details. Operating out of its headquarters in Chicago, Obama for America is the primary fundraising, organizing, and messaging vehicle responsible for the President Barack Obama’s 2008 campaign and serves as his complete re-election effort for the 2012 election. Each iteration of the campaign effort, which is comprised of hundreds of paid staff, as well as a grassroots volunteer movement in the thousands, has been viewed as among the most digitally advanced and technological savvy in U.S. history.

Challenge Proposition

Obama for America approached Terakeet in late March of 2008, as the presumptive Democratic nominee’s victory over then-Terakeet client and President Obama’s opponent; Senator Hillary Rodham Clinton’s campaign became imminent. Even as 2008 proved to be an awakening for many candidates regarding the power of search engine visibility in digital campaigns, OFA still lacked the necessary organic search traffic to put their small-donor fundraising over the top.

Recognizing that Senator Clinton’s campaign had made a last-ditch fundraising rebound due largely to Terakeet’s participation in their new media efforts, OFA was eager to learn how Terakeet could help them gain more traction in organic search. Even as it was late in the election 2008 election cycle, Terakeet’s team was able to provide OFA with the necessary on-page website recommendations to maximize the value of their content and online presence, an organizational asset that was widely heralded as the President’s decided advantage over Republican John McCain in the November general election.

In late 2011, OFA again reached out to Terakeet to enlist their services for the President’s 2012 re-election effort. With no primary cycle to complicate their focus, OFA was eager to get a head start in organic search, particularly with regards to direct response material, but they still lacked organization and cooperation between the campaign’s many disparate online properties. Complicating matters further was that even as BarackObama.com was a hugely powerful domain from a search engine perspective, off-page value accrued over the course of a half-dozen years was being inappropriately distributed throughout the domain or outright blocked.

A New Strategy for a New Campaign

After several meetings at the campaign’s Chicago headquarters in February of 2012, Terakeet again began work it did the first time around- by examining the information architecture of the site to ensure it was properly aligned for search engine visibility. After our initial review and audit of the domain, Terakeet was able to make dozens of high-level on-page recommendations to ensure the website was ready to compete with their Republican opponents for general issue content and direct response material.

Next, Terakeet worked to help OFA amplify the quality and depth of their domain by finding many overlooked back-link opportunities that were directing value either away from the campaign’s primary web property or to expired pages. A comprehensive overhaul and streamlining of the site’s backlink profile target pages allowed the site to again inherit the off-page value it had lost during the last campaign.

After another round of meetings with the campaign following Massachusetts Governor, Mitt Romney’s acceptance of the Republican nomination, Terakeet worked closely with the campaign over the next several weeks to ensure they had the right material to combat Romney-specific issue queries in organic search. Terakeet staff helped the campaign leverage the power of their domain, while formatting their content and information architecture appropriately to support content for these terms.

Results

With Terakeet’s help, OFA was able to drastically improve search engine visibility for BarackObama.com, while providing the necessary outlets for direct response material to be distributed effectively. Terakeet’s comprehensive analysis of the site’s back link profile and subsequent recommendations allowed OFA to efficiently isolate and inherit off-page value opportunities they were previously unaware of, further powering the site’s search engine performance. Recognizing that elections are not solely won or lost in a voting booth and through careful alignment of content and information architecture with appropriate issue-based queries, OFA was able to effectively vie for Governor Romney’s search traffic directly in the search results.

Testimonial

“The Obama campaign was seeing unprecedented amounts of search traffic on a daily basis. We ranked for plenty of terms, but knew we could better leverage our long-tail organic traffic on the search engines. When we reached out to Mac and his team, we reached out to him because his team is known as the best. Traffic improved, conversion improved, and we followed every recommendation Terakeet made. I continue to recommend Terakeet to anyone ready to invest in SEO.” – Andrew Bleeker, New Media Director

Testimonials

While working with Terakeet over the last year, we have seen huge success in achieving search results of terms we were targeting, and have been able to build relationships with influencers on the web. Terakeet has been a pleasure to work with, answering any and all of our questions promptly and professionally. They've maintained transparency and authenticity throughout our entire relationship, and we would recommend them to anyone looking to increase their brand's presence online.

Karin Combs VP of Marketing, Julep

Terakeet provides transparency and measurement that delivers results.

Dustin Robertson Chief Marketing Officer at Vegas.com

Knowing that SEO was important to growing our business, we brought in Terakeet as a partner in developing our web services strategy. This was, without a doubt, the right decision. Since we began working with Terakeet, organic search traffic has doubled for CareMeridian! This has resulted in increased brand recognition and authority for our company. Terakeet has been wonderful to work with; they understand our corporate culture, the value of strong client relationships and setting aggressive, but reasonable goals. The Terakeet team not only develops the right strategies, but makes sure that we understand the process behind those strategies. We value Terakeet’s honest approach in managing the relationship and meeting the objectives jointly defined.

Dan Larson CareMeridian – Chief Development Officer

Over the past 30 years I’ve worked with world leaders, presidents, and some of the leading minds in business all over the world. Mac ranks among the most intelligent, creative, and thorough people I’ve come across. Mac’s team shares his vision and entrepreneurial spirit, which is what makes them the greatest.

Terry McAuliffe Governor of Virginia

I was brought to the Terakeet team by my advertising rep who knew I needed something different, new and capable of working. The web is the way to go–everyone knows that! But figuring out how to do it; do it right, do it effectively and get noticed is a whole other thing…not one most business owners even remotely understand. Terakeet spent time talking with me, getting a feel for my business, my goals, my target market and the image that I wanted for my business. They created a site, complete with concepts that I had never even considered, one that is user friendly, catchy and professional. They then taught ME how to maneuver simple changes to posts and pages so that I had the flexibility to make those changes myself. Site traffic has increased ten fold, visibility is top notch…where I was once paying thousands of dollars to show up at the bottom of a page somewhere, far behind my competition, I now show up on top! These guys took the time to help a small business create the web presence and traffic that I could never have done on my own. From start to finish, every step of the way, and on a continued basis the Terakeet team stays one step ahead of my needs.

Michelle D’Allaird Aesthetic Science Institute – Founder and CEO

Mac is easy to work with and his team was so helpful. Mac was quick to offer solutions and help us take action step by step to up our game and increase our reach so we could more effectively share our content and our message online.

Katie Dowd U.S. Department of State – Internet Director

I’ve been developing some of the nation’s most impactful real estate properties for the last 40 years. On my latest project, we’ve worked with some of the leading technology companies in the world. Terakeet, led by Mac and Patrick consistently demonstrated their innovation, creativity, and execution. They are unmatched.

Robert J. Congel Pyramid Companies / Destiny USA – Founder

The Obama campaign was seeing unprecedented amounts of search traffic on a daily basis. We ranked for plenty of terms, but knew we could better leverage our long-tail organic traffic on the search engines. When we reached out to Mac and his team, we reached out to him because his team is known as the best. Traffic improved, conversion improved, and we followed every recommendation Terakeet made. I continue to recommend Terakeet to anyone ready to invest in SEO.

Andrew Bleeker Obama for America – Former New Media Director