How to drive traffic to your website by using keyword research
Hi there, I hope you are having a great day.
Let’s begin our newsletter with something funny.
A trainer asks his client what she was going to give up for lent.
The client answered that she was going to give up drinking Coca-Cola.
A few days later, the trainer asks his client how she is doing on her lent promise.
The client replied: “Great. I’m now drinking Pepsi.”
As a fitness business owner, it’s all too easy to feel like a small fish in a very big pond. Did you know, for example, that there are over 103,000 fitness businesses in the U.S.?
Or that the sector is expected to be worth $434.74 billion by 2028?
Although competition within the industry is fierce, there are digital strategies available for outshining competitors and building a loyal following—namely, search engine optimization (SEO) and keyword research. SEO involves tailoring your marketing strategy to satisfy search engine algorithms and, in turn, improve your position on search engine results pages (SERPs). The higher up your site appears on search engines like Google, the more likely you are to drive organic traffic.
Considering Google processes over 63,000 searches per second (or 5.6 billion searches a day!), a robust SEO strategy will ensure your website doesn’t get lost in the crowd. Don’t fret if you’re new to SEO. While the concept sounds technical, it encompasses several simple methods that could boost brand visibility. This is where keyword research comes in. As the name suggests, this strategy involves finding out what kinds of search terms web users are typing into Google to find services like yours. The better targeted the keyword phrases on your website, the more likely you are to satisfy search engine algorithms and draw attention to your brand.
So, if you’re wondering how to go about conducting research and attracting as many fitness clients as possible, we’ve put together a helpful guide to get you started. Spoiler—SEO keyword research is a little more complex than making a few educated guesses!
Brainstorm topics that resonate with your target audience
Before you look at the more technical aspects of how to do keyword research, you must delve into the minds of your potential customers. Obtaining a clear picture of the kinds of people who use your fitness business will help you understand their search intent and generate keyword ideas that speak to their needs.
If you occupy a relative niche space—such as the senior fitness market—coming up with some initial keywords should be fairly straightforward. If, on the other hand, you’re unsure who your typical member is, it’s worth scouring your client data and taking note of their average age, income, gender, and fitness goals.
You may also wish to circulate a client survey to better understand your audience’s needs and motivations. If your client base is relatively diverse, you can use this data to split members into several groups. Once you’ve completed this step, create a comprehensive list of keywords for every client segment.
Include a mix of long-tail and short-tail keywords
Incorporating a balanced array of long-tail keywords (3+ words) and short-tail keywords (1-2 words) will help you capture as many search engine users as possible. More than 54% of search queries are at least three words while long-tail keyword searches have a click-through rate of 3%-5%, which is greater than basic searches. Why? Well, longer and more targeted keywords will make your site visible to those who need specific services, while shorter keywords will build your reputation in the broader fitness industry.
Long-tail keywords: Long-tail phrases often include place names or the names of specific services, such as yoga or kickboxing. Here are a few examples:
· Personal trainers in Maryland
· Yoga class in Rockville
· Gyms in Maryland near me
· Studio rentals in North Bethesda
· trainers in Bethesda for seniors
· Physical therapists for sports injuries in Montgomery county
Such specific keywords are less likely to appear on competitors’ websites than more generalized keyword phrases. As such, they’ll help your site rank highly when a potential customer searches for your specific services.
Short-tail keywords: Short-tail keywords are less specific and may include phrases such as:
· Gym
· Personal trainer
· Generation Z
· Workout
· HIIT
Unsurprisingly, there is much more competition for these keywords. As a result, they’re less likely to capture your target audience than long-tail keywords. However, short-tail keywords can still generate healthy levels of search traffic, targeting the top of your sales funnel and helping improve your SEO. Plus, they’re easy to incorporate into a well-flowing blog post. So, you’d be foolish not to include at least a few!
Where should you be placing your keywords?
Once you’ve come up with a list of relevant keywords, you must prioritize them in order of importance. Firstly, you must come up with a focus keyword. This term will play a foundational role in your SEO strategy and help Google understand what your website offers. Here’s where you’ll need to use this word:
· Web content: Try to weave your primary keyword throughout your site content, particularly your main landing page. Just make sure that your prose sounds natural, and that your keyword strategy isn’t too obvious to readers.
· Header tags: Adding your focus keyword to your headings will help your site rank for that specific word. Remember to incorporate the phrase into titles (H1s), subheadings (H2s), and smaller subheadings (H3, H4, etc.).
· Optimized URLs: To optimize your URL, include your primary keyword and keep it under 60 characters in length.
· Meta description: A meta description tells readers and search engines what your page is about. Using the keyword will help to attract relevant audience members. Ideally, keep it under 160 characters in length.
·
What are you waiting for? It’s time to ace your keyword research!
As you can see, keyword research is vital for any SEO strategy and could help you attract more prospects, leads, and clients. Just remember to use a keyword research tool offering plenty of support and information, as this will help you generate the best keyword ideas for your fitness and wellness business!
At FlexPods, we do not only provide fully equipped studio space to help you run your business like a pro. We are also here to assist wellness professionals to thrive as entrepreneurs.
If you want to take your wellness business to the next level, please send me an email at flexpodstudios@gmail.com. Go ahead. It’s free!!
I hope this helps.
Have a great day.
Laurent
