Are you prepared to supercharge your website’s local SEO? Bonza, mate, because we’re about to hit you with some ripper strategies to get your gym’s online presence popping like a bodybuilder after a protein shake bender.
I coached a few guys, I remember working with Bazza, he had a little gym in Surry Hills, in Sydney. He could be a wizard with weights but getting his website seen local? Strewth, he was like a vocational student in a supplements aisle.
And after reviewing SEO client case studies from the past, we took hit local SEO approach, and up within four months new member sign-ups had increased by 60%! But let’s not get ahead of ourselves – let’s start from the start, shall we?
Why Local SEO Matters for Gyms
Now, before diving into the nuts and bolts, let’s have a chinwag about why local SEO is so bloody important for gyms. So this: It’s Monday morning, and Sharon has made the resolution to get fit for summer.
She pulls out her phone and Googles, “best gym near me.” And with local SEO done well, your gym could be right on top and waiting to welcome Sharon with open arms and a free trial!
Local SEO helps you:
- Get found by people in your area looking for a gym
- Stand out from other local fitness centres
- Build trust and credibility with potential members
- Increase foot traffic to your gym
Now, let’s break down how to optimize your gym’s website for local SEO success. It’s gonna be a workout, but I promise it’ll be worth it!
- Claim and Optimize Your Google My Business Listing
The first step you must take when it comes to getting local customers for your business is to create and optimize your Google My Business listing. Before anything else, if you haven’t claimed your GMB (Google My Business) listing yet, stop reading this and go do that right now.
It’s like forgetting to wear your joggers before you run – you’re not going to get too far without it. I partnered with Jayden, who ran a CrossFit box in Melbourne. He had not claimed his GMB listing, and a competitor down the street was appearing for searches for his gym’s name!
We immediately claimed and optimized his listing, and boom – he was back on top where he belonged.
Here’s how to optimize your GMB listing:
- Use your exact business name, address, and phone number
- Choose the most accurate categories for your gym
- Add high-quality photos of your gym, equipment, and classes
- Write a compelling business description that includes your main keywords
- Encourage satisfied members to leave reviews
Pro tip: Use Google Posts to share updates, offers, and events. It’s like having a free billboard right in the search results!
- Make Your Website Local Keyword Friendly
Your site has to shout “local” more than a partisan footy supporter at the grand final. That means sprinkling local keywords throughout your site in a way that feels organic.
After a strategic method for local keywords, Sarah, who ran a yoga studio in Brisbane saw an increase of 40% in her organic traffic.
Here’s what we did:
- Included city and neighbourhood names in title tags, headers, and content
- Created separate pages for each type of class or service offered
- Added an embedded Google Map to the contact page
- Ensured NAP (Name, Address, Phone number) consistency across all pages
Remember, don’t just stuff keywords in there like you’re force-feeding a stubborn toddler. Write naturally and informatively. Google’s smart enough to understand context these days.
- Create Locally-Relevant Content
SEO content is king, and local gyms need to leverage their local knowledge. Like a fit bloke at the beach – people will look to you for fitness tips. One woman, Liv, owned a Pilates studio in Perth.
We began a blog series, “Fit in the West,” in which she posted about twice a week about how to stay active in Western Australia. Increased organic traffic by 150% along with a flood of local interest and bookings of her classes.
Content ideas for local gyms:
- Local outdoor workout spots
- Healthy eating guides featuring local cafes and restaurants
- Profiles of local members and their fitness journeys
- Event recaps (local fun runs, fitness competitions, etc.)
- Seasonal workout tips (e.g., “How to Stay Fit During a Perth Summer”)
According to a study by HubSpot, businesses that blog get 55% more website visitors than those that don’t. That’s a lot of potential new members, mate!
- Build Local Citations
Citations are listings of your name, address, and phone number on other websites. They’re the digital breadcrumbs that take you back to your gym. The more citations you have from consistent sources, the more Google trusts that your establishment is legit, and you have been operating for some time in the area.
Tom owned a 24/7 gym back in Adelaide, and his business had inconsistent citations across the web. His phone number was incorrect on Yelp, his address was out of date on Yellow Pages, and some listings used his old gym name.
We cleaned up these citations, and within six weeks, his visibility on local search improved by 35%!
Here’s how to build and manage your local citations:
- Start with major directories like Yelp, TrueLocal, and Localsearch
- Look for industry-specific directories like Gym Click or Fitness Australia
- Ensure your NAP is consistent across all listings
- Include additional info like your website URL, business hours, and services offered
Pro tip: Use a citation management tool to help you track and update your listings. It’s like having a personal assistant for your online presence!
- Encourage and Manage Online Reviews
Let’s talk about reviews. They are referrals that are out and about, but on steroids (the legal kind, of course). Positive reviews not only give potential members the impression that you’re making a killing, but they also signal search engines in a big way that your gym is the duck’s nuts.
It’s the same with Bazza who owns a gym in Surry Hills and I mentioned him earlier, and he said he was loath to ask for reviews because it seems a bit needy.
We initiated a soft review encouragement program, and in less than three months his Google star rating went from 3.8 stars to 4.7 stars with double the number of reviews. His new membership inquiries skyrocketed!
Here’s how to make the most of online reviews:
- Ask satisfied members to leave reviews (but never offer incentives – that’s against the rules, mate)
- Make it easy by providing direct links to your review profiles
- Respond to all reviews, positive and negative, in a professional manner
- Showcase positive reviews on your website (with permission)
- Use reviews as feedback to improve your services
Remember, it’s not just about Google reviews. Encourage reviews on other platforms like Facebook and Yelp too. Diversifying your review profile looks more natural and reaches a wider audience.
- Optimize for Mobile
Today, people are more likely to check for gyms on their mobile phones than ever before. If your site is not mobile friendly, you are as useless as a chocolate teapot.
Some of our clients, like Liv, the owner of a Perth Pilates studio, have even experienced a 50% sales boost for mobile after we optimized their site for mobile.
Here’s what we did:
- Used a responsive design
- Made buttons and links easy to tap
- Simplified the mobile sign-up process
- Used larger font sizes for easy reading
- Optimized images for faster loading on mobile
According to Google’s own research, 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitor’s site instead. Don’t let that be you!
- Use Schema Markup
Schema markup is like learning how to speak Google language. The better your search engine results, and those neat little rich snippets!
Take Jayden, the owner of a CrossFit box in Melbourne for example, who added schema markup to his class schedule pages. That does, though, mean class times surface directly in search results, which improved his click-through rates by 25%.
Types of schema markup useful for gyms:
- Local Business schema
- Event schema (for classes and special events)
- FAQ schema
- Review schema
According to a study by SearchMetrics, pages with schema markup rank an average of 4 positions higher in search results. Not too shabby, eh?
- Optimize Your Site Speed
In the digital world, a slow website is akin to a gym with broken equipment — one glimpse and you’ll be flying right for the competition. Google prefers fast-loading sites — and so do your potential members.
I trained with Kaz, who owned a women’s only gym in Hobart. Her website was slower than a snail on a salt flat. We sped up her site, and not only did she have a 30% decrease in bounce rate, her search rankings improved.
Here’s how to speed up your site:
- Optimize image sizes
- Use a content delivery network (CDN)
- Minimize HTTP requests
- Enable browser caching
- Use a fast, reliable hosting service
According to Google, 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. Don’t let slow speed be the reason you lose potential members!
- Create Location Pages
If you have multiple gym locations, create an individual page for each one. Think of it like having a personal trainer for every section of your gym – every page can speak to the finer particulars and needs of that area.
Sarah, who had grown her Brisbane yoga studio from one studio to three locations, had separate pages for each studio. Each page included:
- Unique content about the neighbourhood and local community
- Specific class schedules and instructor bios
- Location-specific testimonials
- Embedded Google Maps
- Unique contact information
After running these pages, Sarah’s organic traffic to her location pages grew 70% and her location-class bookings increased 45%.
- Leverage Social Media for Local Engagement
Social media may not affect your search rankings directly, but it can help improve your local visibility and drive traffic to your site. In addition, keeping active on social media can establish additional trust with prospective members.
Our gym owner in Adelaide 24/7 called Tom was unsure about social media, believing it wasn’t professional enough. We began with this little venture of sharing inspirational stories and local events.
Within six months, his Facebook page had transformed into a source for local fitness information, and he was receiving inquiries through social media every week for new memberships.
Here’s how to make the most of local social media:
- Share photos and videos of your gym, classes, and happy members (with permission)
- Post about local events and causes that align with your gym’s values
- Use local hashtags to increase your visibility in your community
- Encourage members to check in on social media when they visit your gym
- Run local contests or challenges to boost engagement
Remember, social media is about building relationships, not just promoting your gym. Engage with your followers, respond to comments, and be a valuable member of your local online community.
- Monitor and Adjust Your Strategy
Local SEO isn’t something you do, then forget about. It’s more of a fitness practice — in order to get your best results, you need to put in consistent effort, tune in to your performance, and make adjustments.
I was consulting with a gym in Gold Coast who were doing amazing work with local SEO which got them great results at first, but after a couple of months, things plateaued. We looked at the data, tweaked their strategy a little, and they were back on the path up again.
Here’s how to keep your local SEO strategy in top form:
- Regularly check your rankings for important local keywords
- Monitor your website traffic and conversion rates
- Keep an eye on your competitors’ strategies and rankings
- Stay updated on local SEO best practices and algorithm changes
- Regularly update your content to keep it fresh and relevant
- Continually gather and respond to member feedback
Pro tip: Use tools like Google Analytics, Google Search Console, and local rank tracking tools to monitor your performance. The data these tools provide can offer valuable insights to guide your strategy.
- Don’t Forget About Traditional Local Marketing
Even as we’re concentrating on digital strategies, don’t overlook the fact that traditional local marketing can amplify your online presence, too. It’s like doing strength training and cardio in concert—they’re better together.
Our Perth Pilates studio owner Liv sponsored a local fun run and had her website plastered on all the promotional stuff. This not only raised her brand awareness locally, it also caused a spike in direct traffic to her website and social media follows.
These are only some ideas for local marketing that can lead to better online recognition:
- Participate in local events and fairs
- Partner with other local businesses for cross-promotion
- Offer free classes in local parks or community centres
- Get involved with local schools or sports teams
Pro tip: Always include your website and social media handles in any offline marketing materials. It’s like leaving a trail of breadcrumbs back to your online presence.
The Importance of Choosing the Right SEO Agency
Now, I’m sure you’re thinking. “Oh my God, that’s a lot of work!” And you’re right, it is. This is why working with a local SEO agency is a solution many gym owners choose. However, here’s the catch – hiring an SEO agency is like hiring a personal trainer. You need someone who has been there, done that, and can take you there.
Case studies are your best mate when you search for an SEO agency. They’re sort of like before and after photos in the fitness industry — they give you an idea of what kind of results are possible.
I recall working with one such client who had previously employed an SEO company that had provided empty promises and nothing more. There were no case studies to prove her claims of competence, and it took my client six months and a truckload of money before they realized they were being grifted.
When evaluating SEO agencies, look for:
- Case studies specific to local businesses and preferably gyms or fitness centres
- Transparent reporting and communication
- A clear understanding of your local market and business goals
- A strategy tailored to your specific needs, not a one-size-fits-all approach
According to a survey by Clutch, 90% of clients look at case studies when choosing a digital marketing agency. So don’t be shy – ask for those case studies!
Your Local SEO Workout Plan
Alright, gym owners, let’s recap our local SEO strategies:
- Claim and optimize your Google My Business listing
- Optimize your website for local keywords
- Create locally-relevant content
- Build local citations
- Encourage and manage online reviews
- Optimize for mobile
- Use schema markup
- Optimize your site speed
- Create location pages (for multiple locations)
- Leverage social media for local engagement
- Monitor and adjust your strategy
- Don’t forget about traditional local marketing
Keep in mind, putting these local SEO techniques into practice is very similar to adopting a brand-new workout plan. Getting results is a process that takes time, momentum, and regular commitment. But hang in there, and you’ll have your gym’s online presence looking as ripped as your most dedicated members in no time. Start where you are.
Use what you have. Do what you can. Perhaps start by owning your Google My Business listing or kickstarting a local content series for your blog. Once you’re feeling more confident, you can explore the more technical elements or enlist the help of an experienced local SEO agency. Surely, local SEO can be a game changer for the gyms.
It enables you to connect with potential members at the moment they’re looking for fitness programs in your area. Whether they’re seeking out a CrossFit box, a yoga studio, or a conventional gym, they will find you — and the website that welcomes them in isa powerful one.
So, ready to power up your gym’s local SEO online presence? This means your future members are searching right now. It’s time to ensure they discover you. So, let’s put your local SEO strategy on a diet that’ll make her as fit as a Bondi Beach lifeguard!
