Gym and Fitness SEO: 6 Tips For Lifting Your Rankings

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

Achieving fitness goals takes a strong commitment and long-term planning, but long-term benefits always make up for all the sacrifices. And the same stands for fitness SEO. It may take a while to start seeing results, but once they kick in, they’ll open a whole new world of growth opportunities for your fitness center.

As an experienced SEO agency in Chicago, we’ve helped many gym owners overcome the initial struggle to build a strong search engine presence for their businesses. In this article, we’ll give you the best search engine optimization tips, which you can then use to boost search engine rankings for your fitness business website. But before we start exploring the world of SEO for fitness and gym websites, let’s clarify that search engine optimization is a marathon, not a sprint. For best results, carefully study the topics we’ll cover in this article and treat them equally important. It’s surprising how easily your website can outrun its competitors with the right SEO fitness strategy. So let’s start getting your fitness business website in shape for this race.

Table of Contents
Fitness SEO illustration

Why is fitness SEO important?

Search engine optimization is the process of making adjustments to your website and engaging in various other activities to make it more visible in Google and other popular search engines. Ideally, your fitness business website will appear on top of the search engine result pages (SERPs) every time someone searches for fitness-related services and topics. Before we start exploring advanced tactics that will help you get closer to this goal, let’s quickly check why digital marketing experts believe SEO is important for fitness centers and gym owners:

Helps you reach wider audiences:

SEO allows you to optimize your website for keywords highly relevant to your fitness center’s field of expertise, which will help you reach your ideal customers more effectively. With traditional advertising, such as TV and print ads, you can’t control who will see your advertisements. On the other hand, thanks to fitness SEO, you can reach people actively searching for fitness trainers or fitness blog posts.

Allows you to fine-tune your conversion rates:

While increasing your organic traffic is important, you won’t be able to expand your growth potential if your conversion rates remain low. The right fitness SEO strategy includes highlighting fitness services that are highly relevant to search intents. It helps you provide website visitors with the right information and effectively drive them through a customer journey. With mindful SEO fitness work, you can minimize bounce rates and boost conversion rates, ultimately increasing your revenue.

It will help you promote your services 24/7:

One of the most significant advantages of fitness SEO is that it will make your website visible at all times for people who use Google search console. And as 8.5 billion searches are conducted daily on the most popular search engine, SEO can become one of your most productive employees. And it will be worth every invested penny.

Fitness SEO is cost-effective:

Fitness SEO is not free, despite the common belief. Still, it is one of the most cost-effective forms of digital marketing. Once you establish authority with your fitness business website and rank your web pages for valuable keywords, you won’t need to rely heavily on PPC advertising. This is because a steady stream of organic traffic will arrive daily on your website due to increased search engine visibility. 

6 tips for achieving better results with your fitness and gym SEO efforts.

6 Effective Fitness SEO Tips for Growing your Business Long-Term

Now that we understand why fitness SEO is a very effective form of digital marketing, it’s time to learn some of the most potent ways to kickstart your SEO fitness journey. Our WordPress SEO agency has been using the following tactics to drive long-term growth for fitness centers, and hopefully, learning about them will help you achieve the same for your business:

Find Keywords You Can Realistically Rank High For

The fitness industry is crowded with popular brands like Nike, Puma, and Adidas. Still, there are many opportunities in fitness SEO for new and small brands to get into the spotlight and reach new customers. Massive competition for keywords with high search volumes like “fitness shoes” shouldn’t scare you; you just need to adapt your fitness SEO strategy. So, instead of chasing short-tail keywords thousands of other brands are already trying to rank for, you should aim to find long-tail keywords others have overlooked. Although not many people type “fitness exercises for college students” in the Google search console daily, writing a fitness blog post while targeting that keyword can bring a solid amount of high-quality traffic to your website over time. 

3 rarely-discussed tactics for finding valuable long-tail keywords

It’s not a secret that using powerful keyword research tools like Semrush is a great way to identify keyword opportunities. But let’s check three tactics website owners tend to overlook:

  • Check Related Searches” on Google: Start by typing in a short-tail keyword you like in the Google search console, then scroll to the bottom of the SERP. There you’ll be able to find a treasure – many different long-term keyword ideas you can check on.
  • Utilize Google Autocomplete: Start by typing in a short-tail keyword of your choice. Then see suggestions that Google gives back to you. For the best effect, type keywords slowly in the Google search console. Each time you add a new word, check new suggestions. 
  • Check the “People also ask” sections on the SERPs: You’ve probably found many answers to your questions in this section already, but did you know you can also use it for keyword research? Once you type in a keyword that broadly describes a topic you want to write about on your fitness blog, Google will show you a list of similar questions people had about that topic.

Of course, these are just some ways to find valuable long-tail keywords. There are many helpful websites that can help you come up with keyword ideas. You will also be able to find many keyword ideas by using your favorite SEO tool. The main point is that getting creative and investing additional efforts during keyword research will pay off, as you’ll compete with fewer websites in search rankings.

Best Ways to Create Engaging and Informative Content

There’s not much of a point in creating content just to make your fitness business website appear larger. To connect with people, you need to create content for THEM. From the homepage to a fitness blog, your website should be filled with engaging and informative content about topics that interest your target audience. Here are quick tips that might help you create better content for your fitness business website:

Use engaging images and videos:

Visual content is fun, and it can also benefit your fitness SEO efforts. Placing high-quality images and videos across your website will help you bring your brand closer to people and allow you to explain complex subjects better. For example, you can enhance a blog post explaining an exercise with a video tutorial. Simple things like that can significantly boost user experience and help you earn recurring traffic. However, you need to make images SEO-friendly and keep them from diminishing your average PageSpeed score. Optimize image file sizes, and remember to write a compelling alt text for each. This will also help you rank in Google Images, which can be an additional traffic source.

Create fitness blog posts to educate your audience:

As your homepage shouldn’t be cluttered with much text, your website might need a fitness blog section to utilize SEO potential fully. Blog posts allow you to educate your audience about specific topics and demonstrate your expertise. But they also benefit fitness SEO for another reason – blog posts allow you to rank for a broader range of keywords. However, publishing an article daily without minding the quality will not take your fitness SEO campaign very far. It would be best to ensure that each piece of content is informative, engaging, and valuable for your target audience. After conducting keyword research, implement a desired keyword naturally throughout an article. Keyword stuffing doesn’t work anymore and will only slow you down during the SEO journey.

Website speed is important for fitness SEO, as fast loading times result in better user experience.

Make your website lightning fast with these tips

As Google strives to provide its users with the best possible browsing experience, this popular search engine considers websites’ technical performances when forming SERPs. That being said, there might be a stronger connection between site speed and SEO than you currently believe. While only focusing on the technical aspects of the SEO game won’t bring you victory on its own, it’s essential to speed up your fitness business website as much as possible. Although page load times below three seconds are acceptable, ideally, you’ll manage to make your pages load within one second. This is because bounce rates increase with every second that passes before users can interact with one of your pages. Here’s what you can do to bring your website closer to the speed of light:

Use content delivery network (CDN):

A content delivery network is a network of servers located at various geographical locations, and you can use it to boost your page speed. This works because your visitor’s browsers will be fed with data from the closest server to them, which reduces network latency. 

Utilize browser caching:

With browser caching, you can enable browsers to store important information about your page the first time users visit it. This will speed up the loading time, as browsers won’t need to load stylesheets, JavaScript files, and images repeatedly.

Remove unnecessary lines of code:

Another way to speed up your website is to remove unnecessary characters, lines, and spacings in your JavaScript, CSS, and HTML files. You can do this either manually or utilize various plugins such as Autoptimize.

Uninstall plugins that you don’t need:

While there are many great plugins, not all are adequately maintained. Experimenting with WordPress plugins might be fun, but you only need them for a handful of tasks. Installing many plugins can significantly slow down your fitness business website. To avoid this, our WordPress SEO agency strongly advises its clients to remove any plugins that might seem outdated and those that are only collecting dust since they don’t use them anymore.

Know your target audience

Before you start SEO fitness efforts, you need to know which kind of traffic you want to attract to your fitness business website. Suppose you’re a fitness center only operating in Chicago, and 99 percent of your website traffic comes from other parts of the US. In that case, benefits won’t be as tasty as if your fitness SEO strategy was focused on attracting the local community. But ideally, geographical area is not the only factor that will make up your target audience. Asking yourself the following questions might help you with attracting the right kind of traffic to your website:

  • Which age group is most likely to visit my fitness center?
  • Which gender will find our fitness services more attractive?
  • Do my ideal clients have lean body mass, or do we primarily help people lose weight?
  • What common problems do people from your target audience have?
  • What’s their purchasing power?
  • What are their fitness habits?
  • Which topics would my target audience love to read about on my fitness blog?

The key to growing your business with search engine optimization is satisfying users’ search queries and obtaining relevant search traffic. Understanding your target audience can boost your conversion rates and grow your business more effectively. Remember, ten loyal clients will benefit you more than a thousand people who immediately left your website after finding out that your fitness services don’t suit their needs.

And even when you manage to grow your audience, don’t think the job is done. Keep investing efforts to collect customer feedback. Reach out to your community and ask what they enjoy the most at your fitness center and what they believe could be improved. Use other forms of digital marketing to share engaging content with your target audience and stay on top of people’s minds. You should also maintain customer data to segment your audience precisely. This will allow you to polish your client relationships further and enhance their loyalty to your brand.

Local SEO helps fitness centers and gyms attract people from the local community.

Local SEO will Help You Attract More Clients to Your Fitness Center

One of the most effective ways to bring more clients to your gym and fitness center is targeting your local community. As people in modern societies often live busy lives, most prefer visiting a fitness center near their home or job location. When they search for fitness trainers, they usually include the keyword “nearby”. And that’s precisely what the local SEO package is about – optimizing your website to better target the local community.

Here are just a few quick tips to help you get started with the local SEO efforts for your fitness business website:

  • Set up a Google My Business account and optimize it to provide locals with helpful information
  • Find keywords that are relevant to your location
  • Implement local keywords strategically across your fitness or gym website
  • Encourage user reviews

Create a proper URL structure

In simple terms, URL structure refers to the way your URL looks. You might have noticed that some URLs start with “http,” and others start with “https.” The letter “s” stands for security, and that’s why you should use “https” for many different reasons. But there are other important factors to consider when creating an URL structure. It would be best to make it understandable to users and search engines. Here are some of the best fitness SEO practices for creating a proper URL structure:

  • Include keywords that accurately describe the category in which the page belongs
  • Include your focus keyword for a given page
  • Use hyphens (“-“) instead of underscores (“_”) to separate keywords
  • Keep your URLs short and crisp
  • Make an URL as descriptive as possible

A proper URL structure will help you make your page more visually appealing in the SERPs. But it will also earn you better rankings since crawlers will have an easier time indexing your pages.

Need help from Fitness SEO professionals?

Hopefully, this helped you get a clearer picture of what your fitness SEO campaign should look like. We’ll end this article by comparing SEO and fitness once again. Do you know a famous phrase that says, “getting started is the hardest part”? Well, it’s true for both of these worlds. But just like professional fitness trainers can help beginners overcome initial failures and help them get on the right track, we at Alpha Efficiency can help you successfully start your fitness SEO journey.

Every person needs an individual training plan to get the most out of exercising. And every business needs a unique SEO approach. So don’t hesitate to schedule a free consultation call and introduce us to your goals. Our experts will then craft a fitness SEO strategy that will help you maximize your online visibility and drive business growth.


Fresh inspiration is a fingertip away,
Download Our Portfolio.

Download Our Portfolio