Yes, the GOP’s new chairman needs to raise money. But his biggest challenge will be rebuilding the ground game, which cost Republicans precious seats last fall.
All but a handful of the 168 members of the Republican National Committee (RNC) wanted Michael Steele out, but the race for GOP chairman still took six ballots. While Wisconsin Chairman Reince Priebus led every round, he won the final one with 97 votes, just 12 more than he needed.
The candidates largely agreed on the problems of the Steele era and many of the answers, but doubts lingered about every contender. Priebus’ advantage came from early endorsements by some of the committee’s respected figures, including Henry Barbour and Alec Poitevint, the national committeemen from Mississippi and Georgia, respectively. Enough committee members concluded if Reince was good enough for Henry and Alec, he was good enough for them.
Now comes the much harder part. The RNC is not just broke: it’s deeply in debt and reportedly without enough money to make payroll when the balloting began last Friday. The RNC has seen a nearly $50 million swing from almost $25 million in the bank when Steele became chairman to more than $21 million in the red when he left. The GOP HQ is likely to see checks roll in this week from donors grateful Steele is out, but it’s hard to raise money to pay off debt.
Priebus has told GOP insiders he understands the RNC’s grave financial position and will work the problem from both ends. He’s already fired Steele’s picks to run the 2012 Tampa Republican Convention. They were hired and dispatched to Florida last summer, more than a year before is customary, and immediately began running up big housing bills and other expenses. Priebus has also begun an extensive outreach to the GOP’s fundraising pooh-bahs to explain there’s a new fiscal regime in place. No more bloated entourages, sweetheart deals, and lack of financial oversight.
Priebus has begun an extensive outreach to the GOP’s fundraising poobahs to explain there’s a new fiscal regime in place. No more bloated entourages, sweetheart deals, and lack of financial oversight.
Reince Priebus conducts committee business after being elected chairman of the National Republican Committiee during the RNC Winter Meeting on Jan. 14, 2011. (Photo: Alex Wong / Getty Images)
Despite Chairman Steele’s gaffes and financial shenanigans (like the big bar tab at a lesbian bar in L.A.), the RNC has seen healthy increases in direct mail and Internet giving. But this wasn’t matched by a growing total of larger gifts of up to $30,400, the limit for what the Republican and Democratic National Committees can accept. Steele didn’t do what a national chairman is supposed to do: spend lots of time on the phone begging.
Successful party chairmen spend half of their life on the phone or visiting major donors, making the case for checks from them and others in their rolodexes. This wasn’t Steele’s style. It will have to be Priebus’ style—and the major proven fundraiser he recruits as RNC finance chairman. There’s nowhere to go but up. Steele once tried to recruit a candidate for the finance job by promising to give a speech wherever the prospect wanted him to go. The guy turned Steele down, believing that if the chairman thought his making speeches was what made the cash register ring, Steele didn’t understand fundraising.
Then there’s the RNC’s political role. The good news for the quiet, almost shy but personable new chairman is he doesn’t have to do a lot of television. There is a phalanx of presidential candidates and congressional leaders to take on that task. He must focus on rebuilding the party’s once-vaunted ground-game operations handling voter identification, registration, and get-out-the-vote (GOTV).
The “72-Hour” or “Victory” program depends on volunteers drawn from local and state party committees and candidate campaigns. But only the RNC can provide the direction, training, technology, and metrics to guide these massive efforts. And the RNC’s cash flow is necessary to top off state party budgets in battleground states. Coming from Wisconsin, a place with a strong tradition of grassroots GOTV activity, Priebus knows all this is essential.
The GOP lost dozens of close contests in 2010 because the RNC provided only a fraction of the funding for “Victory” efforts that it has in years past. From more than half a dozen congressional races to gubernatorial contests in Vermont and Connecticut to Senate races in Nevada and Colorado, the RNC was virtually AWOL on get-out-the-vote efforts.
Restoring the RNC’s effectiveness requires time, discipline, leadership, and money. The new Republican national chairman has time and appears to have the needed discipline. Whether he gets the job done will depend on his leadership and fundraising.
Those on the RNC who know the new chairman think Reince is up for the big job. Lots of 2012 Republican hopefuls up and down the ballot hope that’s true. Count me as one. I made my contribution today online. Talk about change bringing hope.
Karl Rove served as senior advisor and deputy chief of staff to former President George W. Bush until 2007.
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SEO in the niche of web hosting and domain name registration
In this article we`ll try to generalize our practices in promotion of companies that provide web hosting and domain registration services.
We will talk about such questions:
- Analysis of hosting / domain name registration market and finding potentially advantageous promotion directions;
- Features of keywords selection in the conditions of SEO-pressure
- Definition of promotion strategy
- Methods of getting links
- Features of different queries groups conversion depending on geography
- Typical problems that interfere sites conversion and ways of their solution
Market analysis and competitive researches. Finding potentially advantageous promotion directions
First of all, it is necessary to note that a large traffic in the niche of web hosting is deceptive. If you look at Google AdWords Keyword Tool data you will find out the following picture:
In fact, there are about 400-500 visits from the 8th– 9th place for a query “hosting” per month. It`s necessary to consider this and other points while planning hosting project promotion, because information about a large amount of queries in the Google AdWords Keyword Tool is “stuffed” with endless positions checks. As the market of hosting projects and domain name registrars is extremely competitive, you have a great chance to invest money, work and time in promotion of such queries that are stuffed and do not bring traffic and sales, and after all you can incur losses and even remain disappointed in the search promotion at all. The same can be said about domain name registration.
In fact, there are about 500-600 visits from the 5th – 6th place for a query “domain” per month.
That`s why, in our opinion, it`s better to begin promotion of hosting project or domain name registrar with finding active competitors in the search marketing niche and define their strategies. For this purpose we can recommend a wonderful tool – SemRush.
So, we need to find competitor sites in our niche, which are actively engaged in the Internet marketing. We just type highly competitive query corresponding to the topic in SemRush and find sites that are ranked well for it:
Now we need to make cleaning, i.e., remove irrelevant sites from the list. In this case, obviously, Wikipedia must be removed from the list. After checking a few queries important for you in the same way, we will receive a “crossed” list of sites. Sites from this list have good rankings for many queries in this subject, so they should be examined primarily.
Lets take a site hostgator.com as an example:
The example shows that, firstly, the number of search queries for which the site “hostgator” is shown has an explicit trend to growth. It reflects the efforts made by the owners of this project to increase its visibility in search engines.
After selection of queries that bring maximum traffic to the project according to SemRush, we get an approximate keywords list which can be used to start promotion.
Making the list of necessary keywords, let’s see whether it is a good idea for us to «meddle into a fight» for these keywords. You should consider such factor, as SEO-pressure, for this purpose.
Features of keywords selection in the conditions of SEO-pressure
You can use different tools to estimate a competition for the selected query. A plug-in for FireFox called SeoQuake is one of convenient free instruments.
Let’s type a relevant query interesting for us, e.g., business hosting:
You can see that some strong sites are present in SERP, and some of them have got from several hundreds thousand to millions of backlinks and even more. The competition in SERPs is about to be really strong, so I would like to repeat: you should select a semantic core very carefully. Moreover, there are sometimes artifacts in SERPs, and learning them is possible only from experience. Let’s take the query “ecommerce hosting”. This query is high frequency in subtopic «hosting for ecommerce sites», it has about 12 thousand searches per month in exact match worldwide:
We can see that the trends of search don’t show any sudden jumps or drops.
The target audience for these queries is in the U.S. and UK – the most creditworthy regions in general. However, traffic for such query from the American Google Top5 – Top6 is about 1-3 persons a day, with natural drops on weekends; it gives us about 40 people a month. A conversion rate for these queries is extremely low. Of course, promotion for this queries is acceptable only with the purposes of improving positioning and brand awareness, but as for sales it isn`t effective.
Let`s take a query “reseller web hosting” which has next data from Google KeyWord Tool worldwide, for comparison:
The query brings twice more traffic from the 4th-5th places having twice smaller amount of searches in exact match according to Google KeyWord Tool! Conversion rate of this query is also quite high. At that, Google Insights give the following data:
At the same time the great part of traffic and transactions comes from the U.S. and UK users despite of the fact that the site holds comparable positions also in Google.co.in.
All of these patterns are also true for domain name registrars.
It’s impossible to know this information without experience in promoting a site for such queries or without trying PPC advertising in exact match. There are a lot of keywords like these, so you should constantly monitor all queries in the aggregate estimating of the effectiveness of each one.
You can also “pull out” perspective keywords making the analysis of the backlinks text anchor to sites of competitors who are actively engaged in search marketing. You can use special tools, for example, CS Yazzle or SEO SpyGlass by LinkAssistant, either manually using Yahoo! Site Explorer.
To estimate a real traffic on a query you may also try PPC in exact match.
The following method can be used to estimate keywords efficiency. The initial necessary data is:
- Position for a keyword;
- Traffic on it;
- Estimated number of searches from Google Keyword Tool in the exact and phrase match for the world and top regions;
- Quantity of page views;
- Time spent on a site;
- Bounce rate;
- Conversion rate.
Microsoft Excel counts a parity of all these factors with the help of formulas and allows realizing efficiency/inefficiency of each keyword visually.
Perspective traffic, quantity of searches per month (data of Google AdwordsKeywordTool) and conversion data for each query are marked with green color. Indicators exceeded the average indicators for the site to the worse are marked with red (bounce rate, number of pages reviews).The percent of conversion which vastly differs to better from the average indicator for the site is marked with yellow color in the last column (Conversion rate).
Using this technique allows tracking the most convertible requests and receiving greater outcome from a client’s site.
Selection of promotion strategy
Based on our experience in promotion of projects in the niche of hosting and domain names registration we can say that the most high-frequency, convertible and competitive queries are in these topics exactly.
Shared vs VPS vs Dedicated
If to compare an earning power of dedicated servers sale (VPS) and earning power of shared hosting sale you will come to the conclusion that in general virtual (Shared) hosting sale is more profitable: one dedicated server sale brings around 200$ of income, at the same time sale of the same server “cutted” on virtual (Shared) hosting allows to earn much more (~100×5$), even with the consideration of the increasing load on a support.
However, traffic in Shared hosting subtopic is much less than in dedicated server subtopic. People interested in such things, according to our observations, come by queries like “cheap hosting”, “cheap web hosting”, and the quantity of such searches is very small because Godaddy and Hostgator take away the lion’s share of these customers, mainly due to type-in traffic.
In this case, it seems to be a good decision to perform promotion in the VPS and Dedicated sector.
Many companies, apparently, have come to the same conclusion: promotion for queries of “shared” group is much easier, than for queries related to dedicated servers.
Specialized kinds of hosting
As we have noted above, low-frequency traffic brings rather small part in general traffic and conversion; therefore, in our opinion, it`s better to begin promotion for high-frequency keywords with addition low – and mid-frequency keywords, which give a great bulk of sales and target traffic on a site. However, if your hosting site sells “exotic ” types of hosting, such as hosting with support of Zen Cart or Django, then such low-frequency, long-tail keywords can justify themself at the initial stages of promotion.
A cost of their promotion to the Top-10 is small, and similar “exotic hosting” is usually searched by people who understand the subject well and thus type long queries in search bars.
Eventually, when the site starts to rank well for competitive queries, it makes sense to “collect” low-frequency “long tail” of queries in subjects, not to miss this small piece of the market.
Also I would like to notice that promotion for keywords like “hosting” and “web hosting” is extremely difficult process due to high competition (though these keywords begin to “sell” beginning from top-20!)
Methods of getting links
The basis of search optimization are at the moment:
- keyword research;
- texts and meta tags optimization according to the keywords;
- adding backlinks with correct “anchors” (with right reference texts).
As we have already noted, hosting sites have a large number of backlinks. How do they receive so many backlinks? This is obvious, that reviews and comments at forums will never help to collect tens thousands of links. Four main methods used in this theme should be picked out. Some of them are typical for other niches and some of them have unusual “boom” exactly in hosting and domain subjects.
- Link exchange (the proper way)
- Links buying (the smart way)
- Getting links through its own affiliate program.
Conversion of search traffic
Let’s look at the comparative analysis of search traffic conversion in various regions (sample of more than 90.000 sales for “domain names” and more than 2000 sales for the “hosting” market):
carmyxd
frenchview
lgreyl
gettarider
dracorndraken
eliotthexton
elyntra
dosetko
marrrtkaaa
eltahir
lilnekogirl
jcydubsihjddsc
aznboifromva
lamahbear
awxviptwwootjyoy
denimpeanut
fiveamrunner
deckorg
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