What spells the difference between the most successful personal trainers and you? Your competitors are more likely to get and retain clients through search engine optimization (SEO).
SEO tips for personal trainers are similar to all other industries. You just need to learn how to customize them to fit your needs, niche, and audience.
This blog will show you how to do the basics.
4 SEO Strategies Personal Trainers Can Implement Today
According to Digital Authority Partners (DAP), fitness instructors should apply SEO if they want to generate leads online. While outcomes take a while, the rewards are high. You get free traffic that can lead to conversions, appeal to Google, and market your business cost-effectively.
The question is how. Here are the best beginner SEO strategies for personal trainers:
1. Know Your Audience
You can’t just jump into SEO without knowing who you want to reach. That’s like shooting an arrow in the dark.
Understanding your audience is knowing user intent.
In the process, you can align keywords, content, and other digital marketing strategies to address their needs, wants, and pain points.
Identify your target market with these ideas:
- Define your brand. What kind of personal trainer are you? What’s your specialty? Is it weight loss, sports performance, or pain management? Are you a jack-of-all-trades or someone who prefers to work with a specific demographic?
- Create user personas. Take all the information you’ve gathered and summarize them in a one-page profile of your ideal client. It will serve as your guide in every step of your SEO journey. Refer below for an example of a buyer persona:
Name: John Doe
Age: 35 years old
Location: New York, USA
Family status: Married with two kids aged 5 and 7
Occupation: Works as a consultant in a financial firm; has an annual salary of $120,000
Hobbies and interests: Swimming, playing the piano, spending time with family
Motivations: Wants to be fit and healthy for his kids; wants to relieve stress from work
Pain points: Limited time to go to the gym; lacks workout motivation
Preferred personal trainer: One who offers in-home training sessions
Ideal schedule: After work, around 7 PM
2. Research and Target the Right Keywords
After you’ve defined your audience, look for the keywords they use in their online searches. These will guide you in creating content that targets their needs.
The best approach is to combine short-tail and long-tail keywords. The former are general terms or phrases, while the latter are more specific. They are easier to rank for, cost less (if you want to do paid ads), and drive more targeted traffic.
Here are some examples:
- Short-tail keywords: personal trainer, workout routine, fitness
- Long-tail keywords: in-home personal trainer for seniors in Manhattan, post-pregnancy workout routine in Brooklyn, group fitness classes for corporate employees in Queens
Then implement these other keyword research tips:
- Use keyword research tools like Google Keyword Planner and Ubersuggest to jumpstart your list. These tools provide detailed information, such as search volume, keyword difficulty, and cost per click.
- To further target your audience, use location-based keywords or those related to their challenges. For instance, if you’re targeting stay-at-home moms who want to get fit, use keywords like “post-pregnancy workout routine” or “at-home workout for busy moms in Los Angeles.” Use this guide to learn more about local SEO.
3. Write a Niche-Specific Content
What should a personal trainer put on a website? Only the best content.
And we mean well-written, valuable, niche-specific articles that help build topical authority. This type of content will rank highly in search results, get shared by users, and generate organic traffic.
Of the many content marketing strategies for personal trainers, we consider clustering one of the best options.
Clustering is the process of creating the main article (or what we call a pillar page) and surrounding it with related blog posts (or cluster pages). It’s an effective way to target several keywords, improve your website’s search visibility, and emphasize your industry knowledge and expertise to your audience.
Here’s how you can do it:
- Pick a topic that covers a broad range of keywords related to your niche. For instance, you can write about “tips on how to choose a personal trainer.”
- Do keyword research and target long-tail keywords with low competition. Use a mix of short-tail and long-tail keywords to get better results. These include keywords like “how to pick a personal trainer if you’re a busy mom” and “how to choose a personal trainer for seniors.”
- Write cluster pages. These are blog posts related to the main article. Each piece should focus on a specific keyword or subtopic. Based on the pillar content, your cluster pages may answer the following questions: “How much do personal trainers make per session?” or “What are the different types of personal trainers?”
4. Pair SEO with User Experience (UX) Ideas
These SEO tips for personal trainers are only as good as the website they’re implemented on.
Create a website that’s optimized for both search engines and users. A great user experience translates to more time on site, higher engagement rates, and increased conversions.
Here are some ideas:
- Design a responsive site. Make sure your pages adjust to any screen size, whether on a desktop, laptop, or mobile device.
- Make your site fast and secure. Google ranks websites that load quickly and are HTTPS-encrypted higher on search results. Install an SSL certificate on your site and use a caching plugin to improve its speed.
- Use an engaging website design. Keep your website design clean and clutter-free. Use high-quality images, videos, and infographics to break up the text and add visual interest.
- Decrease scrolling and clicking. Use clear and concise headlines and subheadings to help users scan your content. Place the most important information “above the fold” or in areas that are easy to spot.
- Make it easy for users to contact you. Add a contact form or email address on your website so users can easily get in touch with you. You may also include your social media accounts for additional channels.
Learning how to market yourself as a personal trainer online can be daunting, but it’s not impossible. These SEO tips can help you get started on the right track and attract your target audience to your website.
But these are only the basics. When you want to deep-dive into other strategies, we highly recommend working with an experienced digital marketing agency specializing in the health and wellness industry.
This way, you can focus on your passion—helping your clients achieve their fitness goals—and leave online marketing to the experts.