There’s a quote from the evangelist Paul Washer that has been making the rounds on social media. Maybe you’ve seen it. 

“Do not look for the church nearest to your house. Look for the church closest to the Bible.”

We talk a lot at GraceLed about the importance of improving your church’s SEO (search engine optimization) so that people in your community can more easily connect with you. 

Where does Washer’s philosophy fit into that? Should churches devote all their energy from SEO into Bible-based teachings and pray that God leads people to them? Is it really that important for your church to rank in the top 3 when people search “churches near me?”

The answer is. . . it’s complicated. 

Biblical Teachings =/= Ignoring Resources at Your Disposal

First, teaching biblically and pursuing a spot in the Google Map Pack don’t have to be mutually exclusive. 

The Google Map Pack (and your church’s Google Business Profile, and other SEO resources) are just tools. These are some of the resources available to us that make it easier for churches to connect with the people around us. 

You probably have a large sign in front of your church that’s easily visible from the street. You probably have greeters or signage to point visitors to the front door. Your Google Business Profile is just the digital equivalent of a sign pointing to your building. 

There is nothing wrong with making it easy for people to find your church. So long as your search ranking remains a tool for reaching your community, and not a distraction from ministry, you can still have both. 

Why Your Church’s Google Ranking Matters

As much as we may hope that people are seeking out churches based primarily on their core beliefs, the data suggests that almost half of all Google clicks go to the top 3, location-based spots. 

Neil Patel Digital held a study that looked at over 100,000 URLs and search engine results pages. According to their findings, 44% of all Google clicks go to the “Map Pack,” those 3 listings at the top of a Google search next to the map. 

If your church isn’t ranking in the Google Map Pack, you could be missing out on the opportunity to connect with dozens, if not hundreds, of people in your community who are searching “church near me.” 

Jesus calls us to meet people where they are. And where almost half of all Google clicks are is the Google Map Pack. 

Your Church Should Be Rooted in Your Community 

While we support the sentiment posed by Washer about the importance of finding a bible-based church, we also think he’s overlooking the impact of a church that’s active in its surrounding community. 

Not only is it easier for your church to serve your community when your church members are part of that community, people are statistically less likely to drive long distances to attend church. 

Back in 2017, Lifeway Research found that 68% of churchgoers took 15 minutes or less to drive to church. Since the pandemic, when attitudes toward commutes started to change, that percentage is even higher, as people are less and less willing to drive long distances (Church Answers). 

You can’t rely on your Bible-based teachings, vibrant ministries, or top-tier worship services to attract guests to your church. People want to attend a church that is close to home, so you should do everything you can to make sure they can find yours. 

SEO as a Tool to Further the Gospel

Here’s the thing: someone is going to make it to the Google Map Pack, and those churches are going to attract a lot of online traffic. They might not even be the closest geographically to those people who are searching—they’re just the churches who have prioritized SEO and their Google Business Profile. 

You can’t control what those other churches are doing. All that you can do is root your teachings in the Bible and ensure your church is easy for people to find online. 

If you put in the effort to make it to the Google Map Pack, you know for a fact that some of that 44% of clicks will be going to a church that is, as Washer puts it, “close to the Bible.” 

Need a hand getting your church into the Google Map Pack? GraceLed can help. Click here to schedule your free discovery call, and we’ll talk about how to best steward your church’s resources to reach your community.