Your website is your billboard to the world. For health and fitness companies, it’s usually the first place potential clients land when they are looking for a gym, a trainer or some stylish new workout digs. That’s why you have to put effort into your digital storefront. Trust me — your entire company will be judged with one click.
However, unless a future customer knows your exact URL, they’ll likely find you through a Google search. The fitness industry has a lot of online noise, and it’s up to your creative thinking to stand out in the conversation. That’s why you need an SEO strategy.
Keywords and SEO – one way to get your site higher up in the search engine rankings. Now, there’s a lot of debate out there about the usefulness of keywords and SEO. You’ll hear some marketers shout that SEO is dead, while others say it continues to evolve. Understand this — outdated SEO tactics like keyword stuffing and automated content are not worth your time. A successful fitness website and strong online presence starts with a dynamic SEO strategy.
But you, yes you, sitting at your desk during that rare quiet hour in your gym, you don’t have time to learn SEO. Heck, as a small business owner you probably don’t have time, period. But, you also have to wear many hats, and webmaster may be one of them. We know that this stuff can be super confusing; but, don’t worry – that’s why we’re here.
4 Tips for Creating Revenue-Driving WEBSITES
Think quality over quantity.
Good SEO isn’t about how many times you can cram the phrase “boutique fitness gym” or “semi-private personal coaching” in your website content. It’s about providing users with information that helps them make better choices. It’s about creating content that resonates with the people you want coming to your facility or taking your classes. What topics would be meaningful to them? Put that kind of genuine, relevant material on your site and watch the clicks increase.
Links are still important, but content is king.
Despite Google’s announcement about the decreased importance of links, outbound links are still important and relevant. The key here is to not make them more important than content. Search engines find content by crawling links, so linking out to highly visible individuals and websites can boost your site’s rankings, but only if it makes sense. Search engines place more emphasis on optimized content, so a post filled with irrelevant links won’t make the cut.
Watch what others are doing that works.
Jamie Eason didn’t become famous sitting on her toned tush lifting weights all day. Tara Stiles didn’t become a household name in yoga for doing the same ol’ savasana. Both of these women got out there and created a brand around their health and fitness success. Look at what they talk about and then capitalize on topics relevant to your business. This isn’t about simply copying keywords; this is about watching what could go viral and talking about it before anyone else.
SEO can influence organic clicks, but it’s not a guarantee.
Your search engine page results (SERP) relies a lot on your Google positioning, but even that first page ranking isn’t the only thing driving your clicks. Your SEO strategy needs to include targeted and tested keywords, social media marketing and relevant link building. Together, all of these elements are a mighty force, driving customers to your website where they are greeted by content that provides solutions to their specific problems.
It’s time to evolve beyond keywords and into a world where we develop dynamic, rich SEO strategies. This is how health and fitness companies can turn website traffic into paying customers.