As a gym owner, one of your biggest goals for growth should be local visibility. In order to generate new leads and convert them to members, they have to know you exist. That’s why it’s crucial to consistently improve SEO (search engine optimization) for your gym’s website.
It’s pretty simple. The goal with SEO is for Google to know who you are, where you are and what you do. That way, when prospective members search things like, “gyms near me,” your gym shows up in their search results.
The good news is that the more you improve SEO, the more traffic you’ll get. This improves your Google Business Profile (GBP) and helps you rank even higher. In this sense, SEO is a bit of a positive feedback loop. In other words, get the ball rolling, then work to keep it rolling. Today, we’re giving you ideas for about how to do that on your gym website.
Five Ways to Improve SEO for Your Gym Website.
1. Keep Your Google Business Profile Updated.
For starters, make sure your gym has a Google Business Profile. Your GBP is like having a sign outside your physical gym location. Without it, people might walk by and have no clue your business even exists.
But the GBP alone isn’t enough; you have to post content consistently in order to improve SEO. Here are a few keys to success with your profile.
- Google will prompt you to add info or make updates to your page. Simply follow these prompts to keep your page up to date.
- Post pictures regularly to your GBP and ask your members to do the same. Just like your gym social media, at least one post per day will show Google that you’re consistently relevant.
- Your hours of operation and list of services should always be accurate. The services especially will act as important keywords to improve SEO.
- Make sure the info on your GBP matches your gym website and social media. Discrepancies in keywords or information can be harmful to your SEO.
- If you happen to be selling your gym, make sure to transfer your GBP to the new owner in the sale.
2. Make Your Gym Website Work for You.
One of the biggest pieces of the SEO puzzle is your gym website. And when it comes to content, the most important requirements are that it’s relevant and fresh.
Relevancy is key because your goal is to appear in searches for those looking for what you provide. In other words, you wouldn’t want a list of fast-food joints if you’re searching for a steakhouse. Relevant content and keywords help your target audience find you.
In terms of fresh content to improve SEO, one of the easiest ways to accomplish this is by consistently updating your gym blog. While there’s a lot of information out there about the optimal length for blogs, the truth is that content matters more than length. Therefore, be sure to incorporate keywords and write content that your readers will find valuable.
Also, note that it’s a great idea to repurpose content from your other platforms. Use blogs for email marketing campaigns. Or turn social media posts into a “member features” playlist on YouTube.
Pro Tip: Did you know PushPress offers fully-optimized websites for gyms? Book a demo with the PushPress Grow team today to find out more!
3. Be Smart With Keywords to Improve SEO.
Your keywords don’t have to be complicated to improve SEO. Think of this step simply as making sure Google knows what your business does. Your keywords will depend on the type of gym you have and the ideal client you’re trying to target.
Here are a few tips for effectively using keywords:
- Use keyword phrases like “gyms near me” or “best gyms in [your city].” Or even more specifically, “Best CrossFit gym in [your city].” Think about the way people search on Google and don't be too technical. Your gym might have a strength and conditioning focus, but people are more likely to search “gyms near me” than “strength and conditioning facilities near me.”
- One of the most important keyword locations is the titles on your website, specifically H1 headers and meta descriptions.
- Track what’s working. To some degree, keywords are a trial and error process. So check out the performance section on your GBP to see what’s working and what needs to be adjusted.
4. Understand the Myths about Improving SEO.
There are plenty of myths out there about how to improve SEO for your gym website. Here are three of the big ones, along with the truths you should know.
Myth: Paying an SEO company can get you into the “top three” Google results.
The truth is, nobody can deliver on a promise like this. Your Google ranking has to be earned. And by following the best practices listed above, you’ll start to climb the ranks. Focus on relevancy and consistently posting fresh content to have a better chance of earning those top spots.
Myth: Your gym website needs to be flashy.
The truth is, simplicity is key for helping prospective members get started at your gym. Websites that are too busy or hard to navigate will cause visitors to bounce. Also, pay attention to load times. If your website has videos or carousels of large images, it can take longer to load.
Ultimately, a simple, clean website with a solid CTA (call to action) will improve SEO and help to convert leads to members.
Myth: Your website is for your members.
More often than not, your current members will rarely visit your website. It’s more likely that their engagement with your brand will be on your social media channels. Therefore, focus the design of your website on prospective clients. Help them to access information quickly and easily, and take the first step in joining your gym.
5. Know the Difference Between Local and Global SEO.
Unless you’re selling programming or coaching remotely, local SEO likely matters more than global SEO. However, for those who are aiming for global reach, some of the same local rules apply, while some are slightly different. In a nutshell, global SEO will focus on broader keywords and building authority across a wider audience.
Here are five quick tips for global SEO, that would differ from your local strategy to improve SEO.
- Language and Multilingual SEO. If applicable, create content in multiple languages to cater to a diverse audience. Implement hreflang tags to indicate language and regional targeting for search engines.
- Cultural and Regional Differences. Adapt your content to fit cultural norms, preferences and local trends in different regions. This might include changing imagery, idioms or examples to resonate better with local audiences.
- International Keyword Research. Conduct keyword research for each target market separately, as search behaviors and terms can vary widely between countries and languages.
- Global Website Structure. Use subdirectories, subdomains or country-specific domains to organize your content by region or language. Also, make sure that the website structure is optimized for international audiences.
- Link Building and Backlinks. Build a diverse backlink profile with links from reputable international websites. In addition, consider obtaining backlinks from various countries to improve global search visibility.
In Summary: Improve SEO for Your Gym Website’s Visibility.
SEO is imperative for the growth of your gym. But it doesn’t have to be complicated! Just like fitness, the key is consistency and patience. Start by making sure you have a Google Business Profile and that it’s up to date. Next, make your gym website work for you. Be smart with your keyword strategy, both in marketing and your website. Make sure you understand the myths (and truths) about how to improve SEO. And finally, understand the difference in global SEO versus local, if it’s relevant to marketing your gym’s services.
With this strategy over time, you’ll build the snowball effect to continue moving up the ranks and helping your gym grow.
