search engine optimization (seo) techniques for churches (a.k.a. attracting visitors to your church...

Search Engine Optimization (SEO) Techniques for Churches a.k.a. Attracting Visitors to Your Church Website

Search Engine Optimization (SEO) Techniques for Churches Concordia Technology Solutions

I N T R O D U C T I O N M I N I S T R Y I M PA C T S E O F A C T O R S S T R AT E G I E S

Presenter

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Peter Frank Senior Marketing Manager, Concordia Publishing House

[email protected](314) 268-1408(800) 325-2399



Presentation Outline

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1

Introduction1. How Search

Engines Work

2. Search Engine Results Pages

3. Types of Results

4. Defining SEO

2

Ministry Impact1. Value of a

Church Website

2. SEO Goals

3. Tools to Get Started

3

SEO Factors1. On-Site

2. Off-Site

3. Technical

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Strategies1. White Hat vs. Black

Hat

2. Keyword Research

3. Other Search Listings

4. Resources



How Search Engines Work

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How Search Engines Work

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1. Web pages are uploaded to their respective servers.

2. Google sends bots to review these web pages.

3. These bots create a record of those websites.

4. A person enters a query through Google search.

5. Google reviews their records of all websites for the best result.

6. Google provides results in their recommended order based on everything they know.



How Search Engines Work (. . . continued)

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• Google doesn’t always have the latest version of your site.

• The frequency of when they index sites is based on, among other things, traffic and updates.

• Google uses over 200 different criteria when deciding which results to return and in which order.

• They do not publish the list of criteria, but there are numerous sources available that test concepts and share results.



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Search Engine Result Pages (SERP)

Organic ResultsSearch Engine Optimization



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Paid AdsGoogle AdWords



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Local Knowledge GraphGoogle My Business



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Local Knowledge GraphGoogle My Business

Local PackGoogle My Business



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Types of Search Results

ImagesSearch Engine Optimization



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VideosYouTube



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VideosYouTube

Social MediaTwitter



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VideosYouTube

Social MediaTwitter

Brand Knowledge Graph

Wikimedia



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VideosYouTube

Social MediaTwitter


Wikimedia

ShoppingGoogle Shopping



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VideosYouTube

Social MediaTwitter


Wikimedia


Rich AnswersSEO, Schema



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VideosYouTube

Social MediaTwitter


Wikimedia



NewsNews Publishers



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VideosYouTube

Social MediaTwitter


Wikimedia



NewsNews Publishers

CarouselGoogle Algorithm



Defining SEO

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Search Engine Optimization (SEO) is the process of increasing your ranking in

search results by making a better experience for users through improving on-page,

off-page, and technical factors.



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Ministry Impact

Why should churches even care about search engine optimization? SEO



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Value of a Church Website

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Attract VisitorsHelp those who are looking for a church have a better experience if and when they attend.

Inform MembersA central hub for all things related to news and information about your church.

Share the GospelYour church’s opportunity to share the message of Christ with the world . . . literally.



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SEO Goals

Increase rankings in search results

Best practices for websites

User experience on your site

Great opportunity to share the Gospel



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Tools to Get Started

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Website AccessYour Church Website



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Google AnalyticsGoogle.com/Analytics



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Google Search ConsoleGoogle.com/Webmasters



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Google Search ConsoleGoogle.com/WebmastersGoogle TrendsGoogle.com/Trends



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Google Search ConsoleGoogle.com/WebmastersGoogle TrendsGoogle.com/Trends

MozBarMoz.com/products/pro/seo-toolbar



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On-Site Factors

CONTENT

QualityIs the content of value for the reader? Do they stay and read it? Will they share it? Do others link to it?

CurrentWhen was this written? Has it been updated? If not, is the information still as relevant today as when published?

use

Written for PeopleIs it natural language, or is it stuffed with keywords? Are the images and links used relevantly?

SubstantiveIs there enough information? Is the supporting content related, or is it simply excess content?



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On-Site Factors (. . . continued)

NavigationClear and concise menu

STRUCTURE



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StylesWell utilized header tags

STRUCTURE



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Emphasis TagsBold and italicize appropriately

STRUCTURE



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Emphasis TagsBold and italicize appropriatelyLinksRelevant content and alt text

STRUCTURE



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Emphasis TagsBold and italicize appropriatelyLinksRelevant content and alt text ImagesRelevant content and alt text

STRUCTURE



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URLs

Sites with SSL certification (https)

are preferred by Google.

Logical directory with pages in plain text, utilizing

appropriate keywords and dashes for spaces.

https://www.christcommunitybakersville.org/events/trunk-or-treat/

Domains should have appropriate keywords of brand

identifiers. Location is important for churches.



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TitlesThe information that shows up in the top of the web browser, as well as search engine results.

DescriptionsThe longer-format information that is displayed in results. Does not factor into algorithm.

KeywordsCommonly used years ago. They no longer help with results and could potentially harm rankings.

OthersAdvanced uses, but has some practical implications for churches (e.g. social media).

META CONTENT



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Off-Site Factors

TrustAre users given the experience they expect?

EngagementDo users stay and navigate deeper into the site?

PopularityHow many people find the content relevant?

BacklinksAre other users willing to share it on their site?

HistoryHas this site been accessed by the user before?

UserWho are they? Where are they? What do they do?



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Technical Factors

ArchitectureLogical use of subdomains and directories

XML SitemapDocument with detailed page instructions

Robots.txtListing of pages not to index

Site PerformanceThe load speed and mobile responsiveness

IndexationHas this page been indexed recently?



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Keyword Research

• Make a list of words for which you think people would search.

• Use online tools (Google Keyword Planner) to find additional related keywords.

• Review average monthly searches and competition.

• Narrow the list to a manageable amount by looking for those that are 1) important, 2) searched in the mid-range, and 3) without much competition.



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White Hat vs. Black Hat

I have built my site with the best practices provided by Google, but even more, I am more concerned

about the visitors of the site.

White Hat SEO

I have built my site with the best practices provided by Google, but I

have found some shortcuts that should give me an advantage.

Black Hat SEO



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Long-Tail Keyword



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Other Types of Search Listings

ImagesProperly name images, add alt text, and make them relevant to your church and the pages on the site.

VideoCreate professional videos and share them with appropriate names, descriptions, and tags.

Paid SearchSet up a basic Google AdWords account and set a small budget for target keywords.

Business ListingsCreate a Google My Business account for your congregation and keep it updated.



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Additional Resources

— Google Keyword Plannerhttps://adwords.google.com/KeywordPlanner

— Übersuggest https://ubersuggest.io/

— Google Analyticshttps://www.google.com/analytics

— Mozhttps://www.moz.com

— Google Search Consolehttp://www.google.com/webmasters

— Bing Webmaster Toolshttp://www.bing.com/toolbox/webmaster

— Soovlehttp://soovle.com/

— XML Sitemapshttps://www.xml-sitemaps.com/



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Q&A

Questions?



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