Google Trends can be used to help your church understand what topics people are searching for in Google so that you can create website content that plays into those searches.
Google Trends is a Google tool designed to show the most commonly searched keywords or phrases during any given time and in a given region. The tool can show you what’s “trending” throughout the United States, in a specific state, another country, or the entire world. Google Trends can tell you, for instance, if a particular religious speaker is trending in your state.
What do you do with this information?
If you know that a well-known religious speaker is trending in your region, you have the perfect opportunity to invite them to speak to your church’s congregation or youth group. As your church advertises, you can promote the day they’re speaking or the event that’s taking place, as well as the topic they’ll be discussing. You could also leverage the speaker’s platforms as an additional way to promote your church. As the speaker continues to trend on Google, your church will continue to come up in searches as well. People who are interested in the speaker will see that he or she will be speaking at your church, and hopefully, they’ll make the effort to attend. This expands your audience and brings in new people who, otherwise, might not have known about your church.
Similarly, if you see that your church’s particular ministry services are trending, it may be worthwhile to highlight those keywords or phrases throughout your website. For example, if “teenage youth group” is trending, and your church has a unique youth group dedicated to teenagers, you could create a specific page on your website featuring any useful information about engaging with the group with a “Teenage Youth Group in [city name]” as the page title and using the phrase “teenage youth group” several times throughout the page. You could also add a photo of the group and assign an alt image tag to the photo as “teenage youth group in [city name]”. This will then help you rank higher on this particular keyword search, and people searching the phrase will be more likely to come across your site
Google Trends is also a useful tool when it comes to paid advertising efforts. If you see that the topic of focus for one of your ministries has been on an upward trend for the past several months, you can put together an advertising strategy focused on that specific ministry. Your paid advertising campaign would target the phrase “teenage youth group,” in our previous example, and instead of being buried potentially many pages deep in the organic search engine results, your website can be prominently displayed at the top of the search engine results page as an ad. Although trending keywords tend to cost more than others, they make for an excellent opportunity to serve a community’s strongest and most pressing needs.
If you need more guidance on using the tool or have questions about how to incorporate information from Google Trends into your marketing strategy, please reach out to us and we’ll do everything we can to set you up for success!