How (and Why) to Combine SEO and Faith in Christian Business Marketing
Published December 6, 2023.
What really is the difference in Christian business marketing?
The goal of marketing is universal: to know your products and services, to know your customer, and to communicate your benefit to others. It might sound simple, but it's a long process to get it right.
And while secular business owners and Christian business owners are similar in needing to identify and reach their target audience, the Christian business model puts someone above investors, stockholders, and the C-suite...
(God, of course.)
A Christian business leader will ultimately have to answer to Him for what we did and didn't do.
And that makes marketing perhaps even more important.
The goal of marketing is universal: to know your products and services, to know your customer, and to communicate your benefit to others. It might sound simple, but it's a long process to get it right.
And while secular business owners and Christian business owners are similar in needing to identify and reach their target audience, the Christian business model puts someone above investors, stockholders, and the C-suite...
(God, of course.)
A Christian business leader will ultimately have to answer to Him for what we did and didn't do.
And that makes marketing perhaps even more important.
A Brief Understanding of Christian Business Marketing Strategy
As a small business marketer, I've interacted with many owners who have a difficult relationship with marketing -- much as Christians sometimes have a difficult relationship with money.
Marketing can make them feel egotistical or greedy -- things contrary to holiness.
But the virtue of humility and ethical marketing work well together.
We can't hide our gifts under a bushel basket. We can't bury our talents.
Good marketing is an accurate reflection of your business to the people it can help. No more -- no unfounded claims, no lies, no ridiculous branding -- and no less -- no hiding and relying only on referrals. Referrals are great customers, but if you CAN help more people, you don't have to wait for other people to do your marketing for you. Your website is more than a digital business card. It's your conversations with your prospects and clients.
Find the marketing outreach that works for you, especially if you're trying out diy marketing for small business. You don't have to follow every trend mentioned in that one business Facebook group you're in.
(More on finding your right fit for diy marketing is here!)
Why SEO is a Perfect Tool for Christian Business Marketing
I'll be honest, in this digital age, I've become something of an evangelist for search engine optimization (SEO). Why do I think an SEO marketing campaign is perfect for every client?
You can read more about why an SEO service is a smart investment in another blog post. But let me sum up again by being frank --
Computers and Web2/Web3 marketing are tools, and can be used for good or evil. But there are certain algorithms that I personally believe don't act towards the good of people.
An SEO marketing plan done well, on the other hand, is an ethical tool.
I love being able to find a cafe close by while I'm out to grab a quick lunch. And I love searching for the perfect way to cook dinner.
If you are the useful website for your target audience, you're doing a great service to them.
- It is focused on useful content, so your customer gets the best information that they're asking about -- not talking about yourself and how great you are, but how to solve problems.
- It is focused on optimizing user experience, so you're making your website a valuable tool.
- You're investing your marketing budget into your business instead of Facebook ads or PPC. At the end of the day, you're helping your business grow instead of a social media group.
You can read more about why an SEO service is a smart investment in another blog post. But let me sum up again by being frank --
Computers and Web2/Web3 marketing are tools, and can be used for good or evil. But there are certain algorithms that I personally believe don't act towards the good of people.
An SEO marketing plan done well, on the other hand, is an ethical tool.
I love being able to find a cafe close by while I'm out to grab a quick lunch. And I love searching for the perfect way to cook dinner.
If you are the useful website for your target audience, you're doing a great service to them.
How to Audit your SEO to Meet Your Christian Business Marketing Goals
If I've convinced you to try SEO, it's time to learn what you can do to increase your website traffic.
You can get an understanding of what goes into an SEO service here, but let me break down the topic for beginners.
What are the pieces of SEO?
Search Engine Optimization is roughly broken up into 3 areas:
And each of these areas can be addressed with "White Hat" or "Black Hat" tactics. The internet is the Wild West, and the good guys are going to use strategies that are helpful long term, and the bad guys might get you a quick boost, but the strategy will usually lead to Google penalizing your website.
So we're going to look at white hat strategy only -- our business principles can be what set us apart as Christian entrepreneurs. Plus, it makes for a better marketing message.
How can I strategize for SEO?
To begin, take a step away from your computer and think about your product, your customer, and your organization. This is about your company, and not you. Keep your DIY strategy simple.
Follow the guidance from experts in building E-E-A-T (formerly just EAT).
As you review your siteplan, choose your keywords, and revise your content, keep those 4 targets in mind.
Does this marketing strategy show my company's personal experience with the problem of my customers?
Does this marketing plan highlight expertise -- advanced knowledge of the topic beyond my competitor?
Does my content marketing show my authority, how others in my field recognize my brand?
And finally, does my target market think I'm trustworthy? Am I encouraging them to know, like, and trust me, and offering incentives or a free trial to help them?
At this point, you'll also need to plan for long term. Black hat small business marketers may promise immediate results, but more reliable a SEO company would expect real movement between 6 weeks and 6 months, depending upon the speed of your SEO plan and your competitive landscape.
SEO isn't a quick marketing tactic -- it's an investment in your company and your consumer.
As the final piece of pre-work strategy for a DIYer, compare your competitors and yourself. Feel crystal clear about your differences and your unique selling proposition.
Ideally, you already know this. It's a cornerstone of all marketing campaigns. But now's a good time to review the your brand identity.
How do I check how my SEO is currently functioning (or not)?
Roll up your sleeves, DIYers. Now's the time to start diving into your business or church SEO.
Is your page indexed?
Sometimes a page is not only NOT optimized, but it doesn't even appear in search results.
Let's take a quick look to make sure Google knows you exist.
Are all your main pages there? Great! If not, you'll want to submit a sitemap to Google...
Make friends with your Google properties
Google gives you a lot of free resources to track what's going on with your website and help it grow. Love them or hate them, the tools are helpful for search engine optimization!
Each will provide insight into how your page is functioning, how much traffic you're getting, what they're looking for, and more.
If these haven't already been set up, you can do them now, or wait until we get to the step on making changes. All you'll need is a Google email and access to your website to put in some tracking code.
And if your business doesn't already have a business profile, you can set it up. If it has one but you don't have access, you can claim ownership.
Do you have proper coding?
This isn't scary and it takes two clicks.
First, download a browser extension called "SEO META in 1 CLICK". I know personally it works in Chrome and Brave.
Once downloaded and installed, go to your webpage. Start with the home page. Click on the red S on the browser extension area.
Ta da! There's your title, your description, your keywords. Under the "Headers" tab, you can find <H1>'s, <H2>'s and more.
You only want one <H1> per page on your website. This is how Google knows what the page is about.
Does your page load right?
Don't leave SEO Meta in 1 Click yet. Under the "Tools" tab, test your performance with PageSpeed Insight. Follow the instructions. Now you know! It also allows you to compare mobile and desktop.
These audit tools will give you insights into some technical issues to address and how big of a priority they are.
Just want to know what it looks like on different formats? Check out this responsive design checker.
You can get an understanding of what goes into an SEO service here, but let me break down the topic for beginners.
What are the pieces of SEO?
Search Engine Optimization is roughly broken up into 3 areas:
- On-page SEO: When most people think SEO, this is what they think of: keyword research. Stuffing keywords into a blog post and onto your web pages. Making a very pretty web design (but actually, Google doesn't care about pretty, only about if your users want to stay on your website). On-page SEO is a solid third of SEO, but remember, it's not all.
- Off-page SEO: This is where "link building" falls. Off-page is your reputation from other websites -- who cites you, are you quoted in an article, are you seen as an expert? Important to know, social media shares don't generally build your off-page SEO, although they're good for traffic.
- Technical SEO: This are focuses on the technical, coding parts. It sounds a lot scarier than it is. Although you cna spend a lot of time here, it often comes down to: does your page load quickly, does your page work well on mobile, and are there proper codes in the headers for Google to understand what your website is about?
And each of these areas can be addressed with "White Hat" or "Black Hat" tactics. The internet is the Wild West, and the good guys are going to use strategies that are helpful long term, and the bad guys might get you a quick boost, but the strategy will usually lead to Google penalizing your website.
So we're going to look at white hat strategy only -- our business principles can be what set us apart as Christian entrepreneurs. Plus, it makes for a better marketing message.
How can I strategize for SEO?
To begin, take a step away from your computer and think about your product, your customer, and your organization. This is about your company, and not you. Keep your DIY strategy simple.
Follow the guidance from experts in building E-E-A-T (formerly just EAT).
- Experience
- Expertise
- Authority
- Trustworthiness
As you review your siteplan, choose your keywords, and revise your content, keep those 4 targets in mind.
Does this marketing strategy show my company's personal experience with the problem of my customers?
Does this marketing plan highlight expertise -- advanced knowledge of the topic beyond my competitor?
Does my content marketing show my authority, how others in my field recognize my brand?
And finally, does my target market think I'm trustworthy? Am I encouraging them to know, like, and trust me, and offering incentives or a free trial to help them?
At this point, you'll also need to plan for long term. Black hat small business marketers may promise immediate results, but more reliable a SEO company would expect real movement between 6 weeks and 6 months, depending upon the speed of your SEO plan and your competitive landscape.
SEO isn't a quick marketing tactic -- it's an investment in your company and your consumer.
As the final piece of pre-work strategy for a DIYer, compare your competitors and yourself. Feel crystal clear about your differences and your unique selling proposition.
Ideally, you already know this. It's a cornerstone of all marketing campaigns. But now's a good time to review the your brand identity.
How do I check how my SEO is currently functioning (or not)?
Roll up your sleeves, DIYers. Now's the time to start diving into your business or church SEO.
Is your page indexed?
Sometimes a page is not only NOT optimized, but it doesn't even appear in search results.
Let's take a quick look to make sure Google knows you exist.
- Go to google.com.
- In the search bar, type "site: www.yourwebpage.com" (use the quotes, but put in your actual business URL!).
- See how many results you get.
Are all your main pages there? Great! If not, you'll want to submit a sitemap to Google...
Make friends with your Google properties
Google gives you a lot of free resources to track what's going on with your website and help it grow. Love them or hate them, the tools are helpful for search engine optimization!
Each will provide insight into how your page is functioning, how much traffic you're getting, what they're looking for, and more.
- Google Analytics: https://analytics.google.com/
- Google Search Console: https://search.google.com/
- Google Business Profile: https://www.google.com/business/
If these haven't already been set up, you can do them now, or wait until we get to the step on making changes. All you'll need is a Google email and access to your website to put in some tracking code.
And if your business doesn't already have a business profile, you can set it up. If it has one but you don't have access, you can claim ownership.
Do you have proper coding?
This isn't scary and it takes two clicks.
First, download a browser extension called "SEO META in 1 CLICK". I know personally it works in Chrome and Brave.
Once downloaded and installed, go to your webpage. Start with the home page. Click on the red S on the browser extension area.
Ta da! There's your title, your description, your keywords. Under the "Headers" tab, you can find <H1>'s, <H2>'s and more.
You only want one <H1> per page on your website. This is how Google knows what the page is about.
Does your page load right?
Don't leave SEO Meta in 1 Click yet. Under the "Tools" tab, test your performance with PageSpeed Insight. Follow the instructions. Now you know! It also allows you to compare mobile and desktop.
These audit tools will give you insights into some technical issues to address and how big of a priority they are.
Just want to know what it looks like on different formats? Check out this responsive design checker.
Jumpstart Your Christian Business Marketing Audit Now
Now you probably have one big question lingering: as a small business owner, how do I make these changes?
How to make changes depends upon what website builder you use.
Many people have Wordpress as their interface. That makes it easy. Some of the other "done for you" website builders bury how to change SEO factors. You will probably want to consult a strategic partner who knows your builder interface.
But the general experience:
Submit your sitemap to Google using the Google Search Console. Most builders will create one of these documents for you -- it's really just a list of all your web pages written in the way Google wants to see. It's usually available at www.yourwebsitenamehere.com/sitemap.xml
Don't already have access to Google Search Console? Set up Analytics, Search Console, and your Business Profile. Follow the instructions from Google on each of these. There will be some code to put into your website.
Speaking of code, the next of our DIY projects is to fix the <H1> and <H2> headers (or more, but those are the most important). Sometimes, you will have to download some plugins for your website to do this. You might also need a plugin like All in One SEO (for Wordpress) to update your title and meta-description.
And finally, to help with your page loading, it might be a matter of adjusting image types and sizes -- best practices are now recommending we use newer images like .webp instead of .jpg, for example. Otherwise, while editing your website, be sure to view desktop and mobile, and allow for responsive designs.
A word of caution: No tool will get you to the top of the Search Engine Result Page (SERP) and let you stay there. As your competitors update their websites and Google checks for fresh content, if you rest on your laurels with SEO, your ranking will suffer.
You'll always want to be doing keyword research and adding more information useful to your visitors. This might put you outside of your comfort zone, and at some point, you might want to invest in a Christian SEO business for content optimization and marketing strategies. It all comes down to what investment is necessary to grow your business. That is your discernment as the owner.
But this audit will give you a great start in building the foundations of your SEO strategy -- and will equip you to spend energy in marketing efforts that show you're a good steward of your company.
Have a comment or a question on how SEO will work for your ministry or brand in particular? A consultation is only a click away.
How to make changes depends upon what website builder you use.
Many people have Wordpress as their interface. That makes it easy. Some of the other "done for you" website builders bury how to change SEO factors. You will probably want to consult a strategic partner who knows your builder interface.
But the general experience:
Submit your sitemap to Google using the Google Search Console. Most builders will create one of these documents for you -- it's really just a list of all your web pages written in the way Google wants to see. It's usually available at www.yourwebsitenamehere.com/sitemap.xml
Don't already have access to Google Search Console? Set up Analytics, Search Console, and your Business Profile. Follow the instructions from Google on each of these. There will be some code to put into your website.
Speaking of code, the next of our DIY projects is to fix the <H1> and <H2> headers (or more, but those are the most important). Sometimes, you will have to download some plugins for your website to do this. You might also need a plugin like All in One SEO (for Wordpress) to update your title and meta-description.
And finally, to help with your page loading, it might be a matter of adjusting image types and sizes -- best practices are now recommending we use newer images like .webp instead of .jpg, for example. Otherwise, while editing your website, be sure to view desktop and mobile, and allow for responsive designs.
A word of caution: No tool will get you to the top of the Search Engine Result Page (SERP) and let you stay there. As your competitors update their websites and Google checks for fresh content, if you rest on your laurels with SEO, your ranking will suffer.
You'll always want to be doing keyword research and adding more information useful to your visitors. This might put you outside of your comfort zone, and at some point, you might want to invest in a Christian SEO business for content optimization and marketing strategies. It all comes down to what investment is necessary to grow your business. That is your discernment as the owner.
But this audit will give you a great start in building the foundations of your SEO strategy -- and will equip you to spend energy in marketing efforts that show you're a good steward of your company.
Have a comment or a question on how SEO will work for your ministry or brand in particular? A consultation is only a click away.
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