People rely on the Internet to search for and find information about their community. For your church, this can be the perfect opportunity to connect with and make a good impression on new members.
Typically, an Internet user searches for something online and looks at the first ten websites suggested. This is only one page of website suggestions offered. If your church website is not showing up in the first page or not at all, your potential parishioners or visitors may never even know you exist online. So how do you make sure they find you?
There are two practices you can try, SEO and SERP, to get started. Let’s break down each of these terms and review some tips and tricks you can try on your website to make it easier to find your church website online.
What is SEO?
SEO stands for Search Engine Optimization. A search engine is the place where you type in what you want to find online. The most common search engines include Google, Yahoo, Bing, and AOL. Optimization is the act of making something as effective as possible.
Simply put, SEO is the process of making your website as effective as possible so search engines find your website and list it in the results, making it more likely new members in your community will find your church website.
What is SERP?
SERP stands for Search Engine Result Page. It is a list of suggested websites. The websites are collected based on your keyword. Your keyword is the word or words you typed in to your search engine.
How do search engines get their results?
Search engines like Google, Yahoo, Bing, and AOL have all written a mathematical equation that looks at the following things in your website:
- What words are in your website?
- How often is your website updated?
- What kind of images are on your website?
- How fast does your website load?
- How easy to read is your website?
- How often is your website visited?
- Are there other websites that link to your website?
Then it looks at the history of the person searching: where that person has been online, and where he or she is located in the world.
From there, the search engine compares your website to every other website that might relate the keyword that someone searched for. Then, it ranks those sites in order of relevance. Remember, it is very unlikely that someone will click past the first page, so it is important that your church is ranked within the top ten.
How do you make your website easier to find?
Make sure your church name, address, city, and state are all on the home page. Put your church name at the top of the website. This will make it the most important bit of text, and also be part of the title in the list of results. Then put your address with city and state in text on your website. Search engines look for this specifically, so where you put it is up to you. A good practice is to place it at the bottom of the page, in the footer. That way it shows up on every page of your website. Keep in mind, having your church name and address as an image does not help—search engines do not analyze PDFs or images for content.
Use keywords that people search for online in your text
Don’t forget, a keyword is the word or words someone typed into a search engine to find something on the Internet. In order to pick out keywords that you think will help your site be found by search engines, first look at your church. What is your church about? What message do you want someone visiting your church website to take away? What words might you use to look for a church website if you were new to a community?
Now make a list of those words and type them into your search engine. See what the results are. Does your church fit into that list? Narrow your list down to two or three keywords. When you have decided what keywords you think are good for your church, use them in page titles or throughout the text on your website.
You can also check to make sure your chosen keywords are ones people actually use when they search online. There are websites that will let you test a keyword. For example, SERPs Keyword rank checker. On this website, you can type in any keyword and it will show the top ranked websites and an average number of times that keyword is used by searchers in search engines every month.
Use images to engage readers
Search engines look for images. Images are more appealing and engaging to the reader on your website. This means people will spend a longer time on that page, which translates into the search engine ranking your website better than other websites that don’t have images. Note that if your website visitors land on your website and then click off right away, the search engine views the website as less trustworthy, which will cause your website to slowly move down the list.
Plus, visitors want images. When someone visits a webpage, they are more likely to continue reading and scroll to the bottom of the page if there is an image visible at all times. A good idea is to place your images every two to three paragraphs to keep a reader’s interest. The image needs to relate to the content on your page. When you load it into to your website, make sure to add a title and description. The title needs to have a keyword, and it needs to be honest. If your image title does not match the image and content, you will hurt your SEO.
Claim your online listings
Search engines also look to see if your website links to other websites and if other websites link to your website. One easy and trusted source of links to your website are through things like Google My Places, Yahoo Local Listings, Bing Places, and YELP. You’ve seen these listings if you have searched for a business. They usually appear with an image, map, and often a description of that business with links to its website.
Your church may never have claimed these, but they probably already exist. Test it out in different search engines and see what shows up. If there isn’t a listing you can create one, and if there is, you need to make sure your church controls what is on there. If you don’t claim it, someone else can.