Church SEO: 5 Ways to Improve Local Search Results

In an earlier article, we explained the difference between organic search listings and local search listings.  In this article, we’re going to look at what to optimize for better local search results.

Before we get to that, though, it’s important to understand one thing you probably can’t change.

One Local Search Factor You Can’t Control: Distance

Google says local search results are primarily based on three factors: relevance, distance and prominence. Distance considers how far a church is from the person searching, or from the location specified in their search.

That means where your church is physically located can have a significant impact on the searches for which it appears.

A while back, I was talking with a pastor of a church in a small town that’s about 20 miles away from a larger city. He wanted his church to be towards the top of the search results for “churches in [the larger city].”

I did a quick search on Google Maps and discovered there are more 100 churches closer to the center of that larger city than his church. Additionally, the map Google displays with the results for “churches in [the larger city]” is zoomed in on the larger city to the extent that the location of his church isn’t even on the map.

I had to tell him the only way his church would ever appear in the local search results for that city is it if moved closer to the city or planted a new church/campus in the city.

If your church happens to be located close to the center of your city, you have a built in advantage over other churches. If your church is on the outskirts, you’re at a disadvantage and will have to work harder to optimize things you can change.

5 Ways to Improve Your Church’s Local Search Results

1) Create, claim and verify your Google Business Profile.

While the organic search results list web pages, the local search results only show Google Business Profile (GBP). If you haven’t created a GBP for your church, it won’t appear at all in the “local 3 pack” or Google Maps. For step-by-step instructions, see  How to Create, Claim and Verify Your Google Business Profile.

2) Complete and keep your Google Business Profile accurate.

Make sure your church’s name, address, phone number, website, worship times and other important information are complete and accurate. Choose the most appropriate primary and secondary categories for your church and write a natural description that clearly explains who your church is and what people can expect.

Keep your profile updated whenever worship times, contact information or other important details change. Complete and accurate information helps Google better understand your church and match your profile with relevant local searches.

3) Add photos to your GBP.

Photos won’t necessary improve your local search rankings but people are more likely to click on a local listing that has photos.

4) Get more genuine reviews.

Reviews can help both your church’s visibility in local search and a potential visitor’s confidence in your church. Google says review count and review score are among the signals it uses when determining local prominence, and that more reviews and positive ratings can help local rankings.

Encourage members and visitors who have genuinely experienced your church to share their experience on Google. It’s also a good idea to respond thoughtfully to reviews, showing people that your church values their feedback.

We’ll talk more about the best ways to go about getting more reviews in a future post. In the mean time, check out this free resource: The Ultimate Guide to Online Reviews.

5) Optimize your website.

The authority and relevance of your website is another major factor in the local search results. If you want to rank better in the local search results, follow the recommendations we included in Church SEO: What to Optimize for Better Organic Search Results.

Bottom line…

A verified, optimized Google Business Profile is a key component of church SEO, marketing, and outreach.

Partner with an experienced Church SEO expert

OurChurch.Com has been helping churches with websites and search engine optimization for decades, and one thing we’ve consistently seen is that local church SEO works best when a church’s website and Google Business Profile support each other. Accurate information, useful website content and a well-maintained Google Business Profile give both Google and potential visitors a clearer picture of your church.

If you’d prefer to save time and have someone with church SEO experience do your local SEO right, let OurChurch.Com help you with our church SEO services.

Complete the form below (mobile) or to the right (desktop) to take the next step.

Comment Below and Discuss

• What comments and questions do you have about church SEO to improve local search results?

This is just one part of The Ultimate Guide to Church SEO & GEO