This document discusses SEO analysis and opportunities for a religious organization. It identifies challenges such as a low number of quality links and lack of SEO optimized content. It provides solutions such as implementing a keyword strategy to target specific search terms, optimizing all new content for SEO, and improving distribution through blogs, social media, and other channels. The goal is to create inspiring content that attracts new people and links over the long term through consistent optimization and distribution efforts.
2. Search engines have two major functions:
• Crawling and building an index, and
providing search users with a ranked list of
the websites they've determined are the
most relevant.
• Since the late 1990s search engines have
treated links as votes for popularity and
importance in the ongoing democratic
opinion poll of the web.
8. Challenge 2 & 3:
• Content not set out to be SEO optimized
• No keyword strategy
9. SEO Example
• Keywords in URL
• No sub headings
• No use of inbound links
• No Anchor text /
hyperlinks
• No call to action
• Not rich in media
• No use of images
(Great SEO
opportunity)
• No use of keywords in
10. Better Example
• No sub headings
• 10 Inbound links used
• Anchor text used
• Call to action at top and
bottom
• Rich in media
• Use of images (Great
SEO opportunity)
• Keywords in first and
last paragraph
11. Challenge 4: Distribution &
Consistency
• Limited number of audience channels:
website, newsroom, Facebook and Twitter
• Few social channels (Facebook / twitter)
• Small social reach
• Approximately one piece of content per
day published – Need more
12. Challenge 5: Content
• No SEO strategy for attracting new
members
• Very little content that would initially
appeal to non-members
• General quality of content is flat – lacking
edge
13. Solution / Vision
• Informative, and inspiring resource that
attracts new people
• Create content that inspires viral sharing
and natural linking
• All content fully SEO optimised - to attract
new people
HOW?
14. Solution 1: Implement a keyword
strategy
• Create inspiring content based on specific
search terms we want to target, and rank
higher for in search engines.
15.
16. Good keyword research will reveal
to us the problems people want
answers for
We need to answer those
problems with inspiring and
informative content
17. Inspiring and informative content
will naturally attract good quality
links
Ultimately resulting in:
• An increase in domain and page
authority
• Higher rankings in search results
18. Solution 2: All content
produced to be SEO
optimized
CTA
Opportunity to capture
audience data
19. Solution 3: Improving execution &
distribution
• Maximise your blog; make it a valuable,
informative, and entertaining resource.
• This content and link building strategy is
so popular and valuable that it's one of the
few recommended personally by the
engineers at Google.
• Blogs have the unique ability to contribute
fresh material on a consistent basis.
29. SEO: No overnight results
Executing a new strategy
Growing new channels
Increasing old channels
Gaining new links
Consistent, long term project
Patience & persistence will yield
results
30. Summary
. Implement a keyword strategy to attract new
members
. All content to be fully optimised for SEO
. Increase our reach through introducing more
marketing channels
. Provide the answers people need through inspiring
content
. Track & measure
