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Why Local SEO for Nonprofits Like Churches Is Vital
September 13, 2022
When you do a web search, you input a few words related to what you're looking for into a search engine. The search engine then looks through all of the websites it has indexed and provides you with a list of results that are relevant to your search. This is what you call search engine optimization or SEO.
This process can be used on a website's content to ensure that it is more likely to appear and rank higher on search engine results pages or SERPs. This can be done by using keywords throughout the content, ensuring links are included, and tagging the content appropriately. While there are many ways to optimize content, it is important to understand why local SEO for nonprofits like your church is vital. Here are solid reasons why:
You Go Straight to Your Audience
Local SEO for nonprofits will help you reach your target audience regardless of your end goal with your website. Whether you want to attract people searching for general information or those specifically interested in what you have to say, SEO will help you appear in search results. When people see your website on SERPs and click on it, you're more likely to get visitors who fit your target demographic.
Affordable Marketing and Advertising
Nonprofits typically rely on free advertising, which can be difficult. One way to get free advertising is to use social media platforms to get the word out about your organization. However, social media can be time-consuming, and it’s not always guaranteed to reach your target audience.
Another way to get a free promotion is to partner with other organizations with similar missions, potentially reaching a wider audience and getting your organization out there. Local SEO for nonprofits can help you rank higher in search engine results pages, which can mean more traffic to your website. Although it takes time and effort to keep up with the latest best practices and create optimized content, it is free to publish your content once you have a website.
Instant Networking without Going Out or Holding Physical Events
External linking is a process whereby a website links to another website to provide additional information or context to its readers. This is generally done to improve the overall user experience.
Linking to other organizations' websites can help you communicate and interact with them, even if you don't have direct contact. They will see that your site is sending them traffic, and you may even be able to set up a link exchange.
It Promotes Older Content
Just like external linking,
internal links are beneficial to SEO because they help search engines understand the structure of your website. You are helping search engines determine which pages are most important by linking to other pages on your site. This is valuable information that can help improve your website's ranking.
Internal linking also ensures your content continues to get attention long after it is published. This not only helps to keep people engaged with your site but also helps to boost your search engine ranking.
Start Using SEO for your Nonprofit Today
Want to get started on
local SEO for nonprofits like your church? Contact Faithworks Marketing right now! We build the best custom websites and manage them to bring more people to your web page and through your doors. Schedule a call with us today!
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It’s the same story in churches across the country. You ask pastors, “What’s your biggest struggle?” And more often than not, the answer is the same: leadership development . From small churches to megachurches, pastors are feeling the pressure — “I just don’t have enough leaders.” The strange part? We live in the most content-rich leadership culture in history. Search “church leadership” on Amazon or YouTube, and you’ll be buried in books, sermons, and training videos. So what’s the disconnect? According to leadership expert and Multiply Group founder Mac Lake, we don’t have a content problem—we have a process problem . In a recent conversation on the Pro Church Marketing Podcast, Mac dropped some serious wisdom that every pastor and ministry leader needs to hear. If your church is stuck, frustrated, or flat-out burned out from trying to raise up leaders, read on. We Don’t Have a Content Problem—We Have a Process Problem Mac has been in the trenches—planting churches, coaching pastors, and working alongside ministries of all sizes. One of the most shocking stats he shared? A survey conducted in both 2008 and 2018 showed the exact same thing: leadership development was still the #1 issue churches faced. In other words, 10 years passed and nothing changed . Why? Because churches have misunderstood what leadership development actually is. “In America, we think, ‘If I said it, you got it.’ We think dumping information equals transformation.” — Mac Lake But real leadership development isn’t about downloading content into people’s heads. It’s about walking with them through a process that transforms their character, skillset, and capacity. Common Mistakes Churches Make in Leadership Development Here’s the hard truth: most churches are doing leadership placement, not leadership development. Instead of building from the ground up, we’re hoping to recruit already-polished volunteers from other churches. Instead of developing a healthy leadership culture, we throw new volunteers into ministry after two weeks of shadowing and hope for the best. Mac calls this “putting someone in the batting cage, throwing two pitches, and then sending them into a ballgame.” The result? Frustrated leaders. Bottlenecks. Burnout. Another mistake: confusing readiness with willingness . “We're looking for readiness, not willingness. And there’s a shortage in our pipelines because we never built a culture of leadership development yesterday.” — Mac Lake If we wait for perfect, fully-formed leaders to appear, we’ll be waiting forever. Instead, we need to spot potential, not polish. What Jesus Modeled—and Why We’re Missing It Let’s take a cue from the ultimate leadership developer: Jesus. Mac broke down Jesus’ leadership process chronologically. For nearly 21 months , Jesus hung out with future disciples before appointing the 12. Once He did, He didn’t just dump knowledge on them. He apprenticed them intentionally —giving them both content and real-life ministry experience. “He spent a disproportionate amount of time with a few to impact the many.” — Mac Lake And here’s the key: the 12 weren’t perfect. They still argued about who was the greatest. But Jesus saw potential. He saw what they could become—not just where they were. In contrast, many modern churches are intimidated by church culture. We bend our methods to keep people happy, rather than following biblical principles. But Mac puts it plainly: “Do you want to build your church around cultural norms or biblical principles?” Building a Scalable Leadership Pipeline So what’s the alternative? How do we actually build leaders? It starts with a pipeline—a clearly defined structure that identifies where someone is, and what they need to grow to the next level. Mac outlines five key stages in the leadership pipeline: Lead Self – personal responsibility, spiritual maturity. Lead Others – small groups, teams, entry-level leadership. Lead Leaders – coaching, oversight of team leaders. Lead a Ministry/Department – directors, strategic leaders. Lead the Church – pastors, executive staff. At each level, there should be clear competencies, character traits , and onboarding systems . This framework not only helps identify current leaders, but allows churches to measure the “depth chart” in every ministry area—just like a football team knows its backups. Where to Start—Even If You’re Busy and Bi-Vocational Here’s the encouraging part: this doesn’t require massive teams, software, or budgets. “All it takes is picking two people and walking them through a process.” — Mac Lake Mac recommends starting with two current leaders who you trust. Walk them through his book Leading Others, a leadership development tool built for churches. Meet every other week. Talk through the competencies. Let them try. Then, challenge them to do the same with two new people the next semester. This developer-to-developer model mirrors Jesus’ ministry and multiplies impact faster than hiring more staff. Real-Life Example: From Small Group to Movement Mac shared a story about his wife—a stay-at-home grandma—who started a women’s small group. After one semester, she picked three women to meet with every other week using Leading Others. By the next semester, those women launched their own groups. And she started the process again. Now those three women are training their own future leaders. Just like that, 12 new small group leaders are born—not by accident, but through intentional development. And that’s the secret sauce: simple, reproducible systems that start with relationship. Final Thoughts: Stop Looking—Start Building If your church is struggling to find leaders, don’t be discouraged. The problem isn’t your people. It’s not even your budget. The problem is that we haven’t been discipling people to lead like Jesus. It’s time to make a shift. ✅ Stop looking for pre-packaged leaders. ✅ Start developing the willing. ✅ Move from “doers” to “developers.” ✅ And build a leadership culture that lasts. Whether you’re a full-time pastor or bi-vocational leader, the path forward is clear: start small, start now, and stay consistent . 🔗 Resources Mentioned: Get the Free eBook: Rethinking Leadership Development Mac Lake on Instagram Learn more at MultiplyGroup.org
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In a quiet corner of North Carolina lies Kinston, a small town of 25,000 people nestled in a rural county of about 55,000. You might drive through it on your way to the beach or a military base—but it’s here, in the middle of the “pass-through,” that something powerful is happening. At the heart of it is 902 Church , led by Pastor Ryan Vernon —a former business professional turned pastor, whose passion for people, systems, and the gospel is changing the game for church leadership in small-town America. What makes 902 Church’s growth so special? It’s not just the Sunday sermons (though those are 🔥). It’s the culture, the intentional systems, the leadership development, and a deep love for the local community that’s propelling this church forward—and making it a model for others to follow. From Boardroom to Pulpit: An Unlikely Journey Pastor Ryan didn’t grow up dreaming of ministry. After graduating from East Carolina University with a degree in business marketing, he headed into the corporate world. But while attending a growing, contemporary church in San Antonio, Texas, he heard the Holy Spirit whisper, “That’s what I want you to do.” From that moment, everything changed. Ryan began serving in student ministry, first in Texas and eventually back in his hometown—where he swore he’d never return. But God had other plans. In 2013, with a small team of friends, Ryan helped launch 902 Church. “Honestly,” he says, “I thought we’d last two weeks. A month would’ve been revival.” Now, twelve years later, 902 Church is thriving. Culture, Systems, and Teams: The Three Gears of Growth If you’re a pastor wondering where to start when it comes to leading well and growing your church, Ryan’s advice is simple: focus on culture , systems , and teams . 🎯 Culture Culture flows from the top. 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Raising Up Leaders Without Burning Them Out It’s the question every pastor wrestles with: How do I find and keep good leaders? For Ryan, the answer lies in intentionality . In the early days of the church, he built a core team by identifying people with strengths in finance, real estate, and business—areas where he had gaps. “I knew my job was to preach and teach. But I needed people who could handle the things I didn’t know.” Today, 902’s leadership pipeline includes spiritual gifts assessments, open conversations, and a culture of permission —people are encouraged to try a role, but they’re also given the freedom to move if it’s not a fit. There are regular check-ins, limited commitments (“Will you serve in this ministry for one year?”), and lots of grace for movement. And when someone’s in the wrong seat? Ryan offers a gentle, honest conversation—sometimes with a redirection. “You don’t seem happy. 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If you’ve been granted $10,000 in free advertising from Google but aren’t seeing the results you hoped for, you're not alone. Many churches find themselves frustrated by low ad spend, minimal clicks, and little to no traction from their Google Ad Grant. The truth is—your ads may not be the problem. Your website might be. Let’s break down why your church website plays a bigger role in your Google Ad Grant success than you think, and how to start optimizing it today. The Hidden Truth About the Google Ad Grant Here's the thing most churches discover the hard way: getting the grant is just step one. Making it work is an entirely different challenge. Churches often try to fix low performance by tweaking ad copy or targeting. But what if the real issue isn’t your ads at all—it's your landing pages? Google doesn’t just want catchy ads—it wants relevant, high-quality content on the pages your ads point to. If there’s no meaningful content there, your ad performance will suffer. Your Website Matters More Than You Think Think of your ads as invitations. If your landing page doesn’t back up the invitation with clear, relevant content, Google won’t serve your ads. Plain and simple. In fact, many churches have beautifully designed websites filled with photos, videos, and branded graphics—but very few actual words. That’s a problem. Google doesn’t watch videos or analyze images the way people do. It scans text to understand what your site is about. If your site says “Welcome Home” but offers little substance beyond that, Google may have no idea what your church does—so it won’t rank your site or show your ads. What Makes a High-Performing Landing Page? Here are a few must-haves for a grant-friendly landing page: ✅ Mission-Focused Messaging – Make your mission crystal clear. Don’t make visitors guess what your church is about. ✅ Relevant Headers (H1 Tags) – Use keywords people are actually searching for. 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Google doesn’t just care what’s on your website—it cares how well your website works : 🚫 Slow sites hurt your performance 📱 Non-mobile-friendly sites drop your rankings 😵💫 Complicated navigation confuses users and drives them away Your website should work just as well on a smartphone as it does on a desktop. It should load quickly, be glitch-free, and offer intuitive navigation. Oh, and about those third-party sites like Planning Center? Google doesn’t like ads linking to those. Ads should point directly to your church’s website , not external tools. Conversion Optimization: Make Visitors Take Action You’ve got people to your website—now what? Your site needs to guide them toward action. That’s called conversion optimization . Here’s how: Use big, clear buttons (“Plan Your Visit” / “Register for Event”) Put important info at the top —don’t bury the good stuff. Tell people what to do —don’t assume they’ll figure it out. 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The Google Ad Grant is a game-changer for churches looking to increase their online visibility and reach more people in their communities. By providing eligible nonprofits with up to $10,000 per month in free Google Ads, this program helps churches show up in search results when people are looking for a place to worship, seeking spiritual guidance, or exploring faith-based communities. However, Google is always making updates to its platform, and 2025 is no exception. If your church wants to make the most of this incredible opportunity, it’s crucial to understand these changes and implement the right strategies. In this post, we’ll cover: Common mistakes to avoid with the Google Ad Grant New features for 2025, including Performance Max (PMax) campaigns How to use AI wisely in your Google Ads strategy Practical tips to maximize the impact of your church’s campaigns Common Google Ad Grant Mistakes to Avoid Many churches apply for the Google Ad Grant, but some run into problems that limit their success. Here are a few common mistakes and how to avoid them: 1. Entering Credit Card Information One of the biggest mistakes new users make is adding a payment method to their Google Ads account. If you enter credit card details, your account can accidentally convert into a paid one—causing you to lose your grant eligibility. Google Ad Grants do not require billing, and your billing section should say, "We don’t bill you." 2. Mismanaging Multiple Google Accounts Church leaders often have multiple Google accounts (for personal use, church management, or Google Workspace). It’s easy to accidentally mix them up, which can lead to confusion and errors when managing your grant. Always ensure you’re logged into the correct Google account when working on your ads. 3. Expecting Instant Visitors Instead of Focusing on Visibility Many pastors assume Google Ads will immediately bring people through the church doors. While ads can help increase attendance, their primary goal is to create awareness and drive traffic to your website . Just like a potential church visitor may see your sign, check out your website, follow your social media, and then decide to visit weeks later, Google Ads work similarly. 4. Poorly Structured Campaigns Some churches set up one or two generic campaigns and expect them to generate results. The key to success is targeted campaigns with well-researched keywords, clear ad copy, and well-optimized landing pages. More on that in next week’s post! What’s New in 2025? Google’s Performance Max (PMax) Campaigns A major update to Google Ad Grants in 2025 is the ability to use Performance Max (PMax) campaigns . Previously, churches could only run search ads (text-based ads that appear in Google search results). But now, with PMax, churches can reach people across multiple Google platforms, including: ✅ Search ads (Google search results) ✅ YouTube ads ✅ Google Display Network (banner ads on various websites) ✅ Gmail ads ✅ Google Maps ads What Makes Performance Max Exciting? More Visibility – Instead of just showing text-based search ads, your church can now display images, videos, and other engaging content across Google’s vast network. AI-Powered Optimization – Google’s AI analyzes user behavior and automatically places your ads where they’re most likely to succeed. Better Audience Targeting – PMax finds people actively searching for a church or faith-based content, even if they haven’t directly searched for one yet. How to Effectively Use Performance Max for Your Church While PMax is a great addition to Google Ad Grants, it shouldn’t replace your search campaigns . Instead, use it as a complementary tool. Here’s how: 1. Keep Running Traditional Search Ads Search ads still work best for capturing people actively searching for a church. A mix of search and PMax campaigns will give your church the best results. 2. Upload High-Quality Images & Videos PMax uses visual content , so make sure to upload great photos and videos of your church services, community events, and ministries. This will make your ads more engaging and effective. 3. Monitor and Optimize Regularly Not all churches will see the same results with PMax. Track your performance, tweak your campaigns, and adjust as needed. AI in Google Ads: Helpful or Harmful? AI is playing a larger role in Google Ads, and while it can be helpful, churches should use it wisely . ✅ AI-powered Performance Max can be beneficial because it helps target the right audience. ❌ Auto-generated ad recommendations should be reviewed carefully. Google’s AI may suggest changes that don’t align with your church’s mission or audience. Best Practice: Use AI as a Tool, Not a Replacement Google’s AI is like a smart intern —it can help analyze data and automate tasks, but you still need to oversee and guide the process . Make sure the content aligns with your church’s message and mission before implementing changes. Final Tips for Success with Google Ad Grants 🔹 Have multiple well-structured campaigns. Create different campaigns for Sunday services, kids’ ministry, outreach events, and seasonal services (like Christmas and Easter). 🔹 Ensure your website has strong content. Google ads perform better when your website provides detailed, relevant information on your church and ministries. 🔹 Regularly review and adjust campaigns. A/B test different ad copy, keywords, and images to find what works best. Conclusion & Next Steps The Google Ad Grant is a powerful tool for churches, and 2025’s updates make it even better . By avoiding common mistakes, leveraging Performance Max campaigns , and using AI strategically , your church can increase its online visibility and reach more people effectively. Coming Up Next Week: Many churches struggle with creating content-rich landing pages for their Google Ads. In next week’s post, we’ll cover: Why Google prioritizes websites with detailed content How to create engaging landing pages that convert Strategies for adding content without cluttering your site Stay tuned! And if you have any questions, feel free to reach out at hello@faithworksmarketing.com or join the Pro Church Marketing Facebook Group for more insights and support.
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