There’s no question that the fitness industry is taking a beating right now. Thanks to the coronavirus outbreak, fitness businesses have had to shift from getting members to reaching people at home with at-home workouts.
It’s easy to lose sight of marketing your gym in the middle of chaos. It’s also the best time to position your fitness business for the moment and the future.
Read on to learn the top tips to get your business to the top of search results.
1. Audit Your Marketing
You need to establish a baseline for your SEO efforts and post the opportunities. A marketing audit will accomplish both of those aims.
You want to understand the factors of SEO and see how your site matches up against them. You want to make sure your keywords appear in your content, your site has the proper HTML code to tell search engines what it’s about.
You should also take a look at your entire online presence since that can factor into SEO and compare your online presence with the competition.
2. Clean Up Your Website
Your website has two jobs, both of which are important for SEO. The first is to get found by search engines. The second is to provide an outstanding user experience.
Your site needs to have heading tags, meta descriptions,
Security and site speed are two factors that are important to both users and search engines. Make sure your site is using the HTTPS protocol and the site speed is fast.
Check your site speed using a tool like Google Page SpeedInsights. You’ll get your site’s speed and you’ll know the things that are slowing down your site on mobile and desktop devices.
3. Use the Right Keywords
Are you using the right keywords on your site? The best way to think about keywords is to put yourself in your client’s shoes.
Your clients go on a journey from becoming aware that they have a problem, to try to find a solution, to finally signing up with your business.
Your keywords need to match each step of the journey. Let’s take someone who isn’t feeling great, but they want to find ways to eat healthier. They’ll look for healthy chicken recipes or healthy desserts to curb that sweet tooth.
They find that eating better isn’t solving the problem, so they take the next step in the journey. They’ll look up weight loss strategies.
They realize that they can’t do it on their own and they need help. They’ll look to hire a personal trainer or join a gym to lose weight. That’s when they’re ready to buy.
The mistake that many fitness businesses make is that they only focus on the end of the journey. Targeting people earlier in the journey gives you an edge because it allows you to build up authority and expertise with potential customers.
When they are ready to buy, they’re likely to buy from you because they’re familiar with your business.
Get out your whiteboard and get to work. Map out each step in the customer journey and write down all of the possible search terms that someone would use at each stage.
You can then narrow that list down to the search terms that generate traffic and don’t have too much competition.
4. Use SEO with Social Media
SEO and social media go hand in hand. There is a correlation between social media success and higher search rankings. Google’s algorithm looks for social signals from your accounts.
For a fitness business, you can record videos and edit them for YouTube, post them on your blog and Instagram account.
It’s a smart way to save on the work of always having to develop new content for each channel. You just do it once and repurpose the content.
5. Start a Blog
A blog will help your SEO because it gives you more opportunities to be found in search results. You can also position your content for each stage of the buyer’s journey.
If you avoid having a blog because you don’t know what to write, check out these tips to create a content strategy that will help with SEO.
6. Fill Out Directory Listings
Do you have listings filled out on Google MyBusiness and other directories? Now is the time to fill them out and make sure they’re optimized.
Listings on Google MyBusiness and BingPlaces are free. You want to use high-quality images that show off your business and have a complete description of your business. You should use some of your primary keywords naturally in your text.
You need to make sure that all of your information is consistent throughout your listings and your website. The business name, address and phone number have to match.
7. Get Social Proof
Google’s primary job is to provide search results that its users can trust. If users can no longer trust Google, then Google loses users and money.
To maintain trust, Google’s algorithm works in a way to prioritize relevant and trustworthy results. To factors that are used to determine trust are backlinks and reviews.
When people use your services and they leave a positive review, that sends a signal to Google that your business is legitimate and you’re likely to provide a positive experience to its users.
Reviews serve to influence customers, too. About 90% of people have said that online reviews have had an impact on their purchasing decisions.
Success with SEO Begins Now
Potential customers are online looking for fitness information. If you want to stand a chance to get new customers to your fitness business, you need to improve your standing in search results.
In order to find success with SEO, you need to assess where you are now, find what’s working for the competition, and make your website appealing for visitors and search engines.
You also have to remember that it takes time, patience, and consistency to get results. Do you want more information about getting your fitness business to the top of search results?
Book an SEO consultation today for a free consultation to get actionable adjustments on your fitness website.
Arnjen is the founder of Atastic and created the company when he noticed that there was a need for further development in the digital marketing industry. Arnjen started the agency to help website and digital product owners grow their business.
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