20 Ways to Maket Your Church Online – Keyword Research

At the request of my Pastor I created a 20 Step program for Marketing our Church on the Internet. To make it as inclusive as possible, I recruited the assistance of Randall Mains, CEO of Pathmaker Marketing LLC. Realizing that the results of our efforts would be beneficial to a number of churches, I decided to do a 20 part series and place it on the internet so as many people/churches as possible can be blessed by it!

 In the first installment I mentioned that it would be wise to launch a blogging process. In that, I alluded to the fact that you need to Target Keywords that are winnable, and explained how to do so. The next thing I think you need to concentrate on is doing keyword research.

Knowing that comprehensive keyword research is the foundation of an effective search engine marketing program will allow you to understand that, basically, you need to “chase down” the people who need the services and programs that your church offers and lead them to your website. The whole idea is to ensure that your church comes up when people type in their search terms.

You may think that there aren’t all that many words and/or terms, but actually quite the opposite is true. The typical comprehensive keyword search will yield a minimum of 1500 or more keyword variations! Through a variety of filters, you can narrow the number down that you will want to concentrate on regarding your website and your blog posts. The key, of course, is to find “winnable” words, and then prioritize them for your benefit.

While I certainly can’t list 1500 words/terms here, I will give you an quick example of what I mean, using the top 20 terms found when using Chicago churches as our local example:

churches
bible study
catholic churches
orthodox church
youth ministry
church chicago
church in chicago
willow creek church
willowcreek church
chicago maps
churches chicago
churches in chicago
bill hybels
catholic churches in chicago
catholic churches chicago
baptist churches in chicago
catholic church in chicago
churches chicago il
churches in chicago il
church chicago il

Once you have your list composed, you will want to chose the terms that best describe your ministry, whether it be to teens, seniors, street people or other. These are the terms you want to concentrate on as your church Staff compose their blog posts, and as you “tweak” the copy and contents of your website!

That brings me to my next point – – once you complete your keyword research and acquire your final winnable keyword list the real task has just begun! It will take months – probably six or more – to get you to a point that when an individual types in a term/phrase on your list that your church will come up. Remember I said that this list is the “foundation” of an effective search engine marketing program? While the list is the foundation, the “structure” you will build on it will be all the blog posts that you and your staff write! It is those Church Blogs that will help you acquire page rankings from Google, Yahoo and Bing, and that is what will drive people to your website and eventually your church, making the internet an effective church outreach tool for you!

While it may rankle us to have to admit it, “Church Marketing 101” is one of those paradigm shifts that we just need to learn to live with, and Targeting Keywords is one of those internet marketing ideas that will, in fact, allow this to be a viable church outreach idea.

In closing, I would suggest that you read Part III, as we will deal with SEO – search engine optimization – and how to ensure that your website will, in fact, get Google, Yahoo and Bing page rankings!

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