Not every religious organization has an SEO (Search Engine Optimization) strategy, but the online success of the Church of Jesus Christ of Latter-day Saints may make them a model for public relations efforts online.
The Washington Post reports that of any religious group, LDS.org is the most-visited website. Since 2007, according to SEO consultant Justin Briggs who wrote “Breaking Down the Mormon SEO Strategy,” the LDS website has been targeting religious search terms such as “church,” “scripture,” and “Jesus Christ” but also has focused on terms such as “friend” and “young women” and “chastity” — all with great success. In fact, LDS.org ranks right behind MTV.com in the total number of external links, with more than three-and-a-half million. That’s impressive to many industry experts, and it also may be one of the better ways to fulfill the Church’s mission of outreach to non-LDS members.
(photo: More Good Foundation/Flickr, CC BY-NC 2.0)