How Google Helps People Join Us at Church | An Interview with Paul McHardy

Paul McHardy was raised primarily in Columbus, Ohio, and moved to Utah to earn a bachelor's degree in Broadcast Journalism from Brigham Young University and eventually a master's degree in Professional Communication from Weber State University. Paul has managed multiple omni-channel marketing teams (SEO, PPC, email, social, and affiliates), and has experience with branding, market research, user experience, and product development. In 2021 he took the opportunity to specialize in search engine optimization by joining Church employment as the Head of Global SEO.
Paul currently lives in Eagle Mountain, Utah, with his wife, Aleta, and three young daughters. He loves athletics, collecting trinkets, music, and BYU sports. He has served in various callings over the years, but has spent most of his adult life as either a Sunday School teacher or in a Sunday School presidency, and currently serves in his stake Sunday School presidency.
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This conversation delves into the importance of search engine optimization (SEO) in ensuring accurate and positive information about The Church is easily accessible online. Paul explains how The Church's shift from using the term "Mormon" to has impacted their online visibility and search rankings. The conversation also explores the intricacies of local search optimization for Church buildings, including the transition from using the Angel Moroni icon to a cross icon on map listings. Paul details the challenges of managing phone numbers for Church listings and the efforts to improve data accuracy and visibility for local congregations. He also emphasizes the significance of engaging with online reviews and maintaining consistent and up-to-date information across various platforms to enhance The Church's online presence and accessibility for individuals seeking to connect with local congregations.
00:01:06 - SEO and Church Communication
00:02:33 - Importance of Local Listings for Chapels
00:04:16 - Impact of SEO on Faith and Community Engagement
00:08:01 - SEO Strategies for Faith-Related Topics
00:09:42 - Impact of SEO on Search Results for Church Beliefs
00:11:00 - Influence of Church's Website Authority on Search Results
00:12:25 - Challenges and Solutions for Internal Search Function
00:15:40 - Impact of Avoiding the Term "Mormon" on SEO
00:17:26 - Enhancing Findability of Church Buildings
00:21:08 - Importance of Phone Numbers in Local Search Optimization
00:23:08 - Managing Listings on Various Platforms
00:24:20 - Transition from Angel Moroni to Cross Icon on Listings
00:29:39 - Handling Temple Listings in Local Search
00:30:23 - Challenges with Phone Numbers in Listings
00:32:53 - Exploring Solutions for Phone Numbers in Listings
00:35:12 - Major Platforms for Managing Listings
00:37:02 - Interaction with Lay Leaders and Members in SEO Efforts
00:40:20 - Dealing with Reviews and Trolls in Listings
00:42:49 - Role of Meeting House Locator in Finding Local Wards
00:44:16 - Considerations for Bishop's Phone Numbers in Listings
00:45:21 - Displaying Open Times on Listings