The gym and club market has become more competitive than ever over the last few years and only those companies with a clear brand are cutting through the noise. Some of the key areas that gyms need to consider are as follows:
70% of new gym members will find their gym through the search engine, so ranking at the top of Google has never been more important! There are various factors that play a role in your rankings:
– Links – links have always been the single most powerful factor in determining your rankings and whilst Google’s algorithm is now far more sophisticated, they continue to be extremely important. Attracting links from legitimate and relevant websites needs to be at the heart of your online strategy.
– Engagement – Google want users to have a great experience, and therefore if the time on site is low and visitors are bouncing straight back to the search engines to continue their search then that’s not going to help your rankings.
– On-page optimisation – you need to consider the infinite array of things that someone might be be hoping to find when they make a particular search query. Will it be photos, video, PT information, class timetables or customer reviews?
– Technical factors – the speed and general health of the site is one of the most important
– Social media – increasingly Google are looking for the engagement you are generating on social media as it recognises that this is a significant part of the overall brand experience.
– Brand traffic – if your gym has strong brand awareness and people are regularly visiting the website directly and searching for the brand in the search engines, then that is a really powerful signal to Google that your website should rank when people make generic search queries.
As the market becomes increasingly saturated, it’s essential that companies can build strong relationships and communities, and a major part of that has to happen online via social media. It’s also a powerful way to communicate the unique personality of the brand.
The social platforms you choose will depend on your audience, but will almost certainly include Facebook, Instagram and Twitter, with Snapchat being relevant if you have a particularly young audience. Facebook and Instagram offer by far the most advanced and granular advertising platform, as you are able to target people by location, age, demographic, interests and online behaviours.
Social media can also be used to drive direct sales for gyms, through direct response campaigns targeting people around the local area the fit their target audience. For many gyms this is a way of ensuring the breakeven point is hit even before the gym opens!
Mobile website design
The majority of gym website visitors are now mobile. That means that if your website has not been designed with the mobile experience in mind, your sales will suffer. Most gym websites see a significantly lower conversion rate on mobile compared to desktop, and this directly impacting the bottom line.
The issue has now been further magnified by Google’s mobile index which is now ranking the web “mobile first”. In other words, if your website is not optimised for mobile, ALL of your rankings may suffer.
Click here for a full report on the importance of mobile for gyms and clubs.
Get in touch:
If you require help with increasing your brand’s exposure within the fitness market then please don’t hesitate to email firstname.lastname@example.org.
“We at Simply Gym have been working with Inbound since our first club opened in 2011. We have now opened our 12th club and this is in no small part to the work Inbound have done for us. I cannot fault the work they put into our company, both in terms of SEO and also in making sure our website is fit for purpose. They have gone beyond what you would normally expect and for this we are very grateful and happy to recommend them to anybody looking to further their business. First class people and first class service!”
Andy Tee, Managing Director, Simply Gym