Hmmm....good observation. They own the name and the org, net, and com and may own others, including domains that redirect to the org or com site. Other Way friendly and influenced churches, operations, bureaus, remote offices and ministries and businesses world wide that the Way Nash recognizes and permits can use their name, and products too which builds brand strength and recognition. I'd also assume they've figured out SEO by now and have gotten past having everyone's kids advise them on technology and have gotten some professional guidance. Still the ol' World Wide Web recognizes usage so all the Facebook and other platforms they use with their name add to it.
So technically they should come up first if you search their name(s). But if you search - is the way international a legitimate church? or is The Way International a cult? or what does the Way International really do on that farm? or my friend took a class by the Way International and now won't talk to me and needs money help even though he/she talks all the time about abundant life and needs being met and should I be concerned? or any number of other questions, different results will come up, including some of theirs. Sometimes. (it's the same if you search for the words Donald Trump, lots of current links come up, wikipedia, other government links etc, so you'd have to use a different term if you want to reinforce how much people love him or hate him, etc) (********* Please don't start any part of this as political, I know that's not allowed and I don't want anyone to lose their shit over seeing his name, especially an admin who can put it all on lockdown, so to clarify this is NOT political, just what I hope will be an easy to understand comparative example. Inset any other name if it serves better, thanks ************)
If GS Cafeteria wants more face time in search results without spending any money it will have to get some content up, some currently dated uploads, some clicks and click throughs, maybe cross pollinate some links to books and writers content that will build usage up.
But search results will first try to answer specific questions, well, specifically. Try the question - is the Way a dangerous cult? - and see what comes up.
It was inevitable - retention was terrible on their stats for years, people leaving, law suits, they had to keep their heads down and bide their time, and for the old crew that was about all they seemed to really want to do, that and get even with anyone that opposed them. But that was then - the last big walkout a few years ago may have been the last of the old timers who would have been competing with themselves for position (which is largely what I think they were all about the last 24 + years or so since they dumped Craig, who himself ascended to the throne of the Way having beat back some of his peers)
What's left can almost tell a new narrative, one that still gives a nod to Dr VPW and PFAL ("PFALT" ) but can take the position that they aren't the bad guys, it's not your pappy's Way anymore and now that all the riff raff has left, it's a clean house and everything's fine and back to normal, even more normal than it EVER was.
But to the question, their active presence online has brought them to the forefront. My suggestion, one way to get GS up front, continue going through old links and revitalize them, maybe add a comment that's current, get some search words pinging to the content. Try an seo optimization search, and proceed.
Cheers and a grand '25 ahead for all! Stay safe and sound!