SEO AnalysisDan Conway

Search engines have two major functions:

• Crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant.

• Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web.

Challenge 1:• Low number of quality inbound links

Challenge 2 & 3:

• Content not set out to be SEO optimized

• No keyword strategy

SEO Example• Keywords in URL• No sub headings

• No use of inbound links• No Anchor text /

hyperlinks• No call to action• Not rich in media• No use of images

(Great SEO opportunity) • No use of keywords in first and last paragraph

Better Example• No sub headings

• 10 Inbound links used• Anchor text used

• Call to action at top and bottom

• Rich in media • Use of images (Great

SEO opportunity) • Keywords in first and

last paragraph• Tags used

Challenge 4: Distribution & Consistency

• Limited number of audience channels: website, newsroom, Facebook and Twitter

• Few social channels (Facebook / twitter)

• Small social reach• Approximately one piece of content

per day published – Need more

Challenge 5: Content• No SEO strategy for attracting new

members• Very little content that would initially

appeal to non-members• General quality of content is flat –

lacking edge

Solution / Vision• Informative, and inspiring resource

that attracts new people

• Create content that inspires viral sharing and natural linking

• All content fully SEO optimised - to attract new peopleHOW?

Solution 1: Implement a keyword strategy

• Create inspiring content based on specific search terms we want to target, and rank higher for in search engines.

Good keyword research will reveal to us the problems people want answers for

We need to answer those problems with inspiring and

informative content

Inspiring and informative content will naturally attract good quality links

Ultimately resulting in: • An increase in domain and page

authority• Higher rankings in search results

Solution 2: All content produced

to be SEO optimized

CTAOpportunity to capture

audience data

Solution 3: Improving execution & distribution

• Maximise your blog; make it a valuable, informative, and entertaining resource.

• This content and link building strategy is so popular and valuable that it's one of the

few recommended personally by the engineers at Google.

• Blogs have the unique ability to contribute fresh material on a consistent basis.

Blog

Email List

Podcast

SMS List

Mormon Newsroom

Journalist Database

Facebook

Instagram

YouTube

Snapchat

Linkedin

Twitter

Increase Distribution:• Grow email

database• Grow SMS database• Introduce podcasts• Post more on UK

Newsroom• Grow a Journalist

database• Grow all social

channels

Increase Social Post Frequency

Increase Blog Post Frequency

If you weren't a particularly

religious person, or a member of

the church, which of these articles would appeal to

you?

What successful ideas Could we adapt?

Choose your own ending – journey of someone considering attending a church service for the first time

Daily piece of advice from long time married couples

SEO: No overnight results

Executing a new strategyGrowing new channelsIncreasing old channels

Gaining new links

Consistent, long term project

Patience & persistence will yield results

Summary1. Implement a keyword strategy to attract new

members2. All content to be fully optimised for SEO3. Increase our reach through introducing more

marketing channels4. Provide the answers people need through

inspiring content5. Track & measure