Boost Your Fitness Business’s Visibility with Local Keywords and Optimized Meta Tags

You’re probably reading this because you want to grow your fitness business and that means you need to attract more members.  

There are a lot of things you need to be able to do, and do well, in order to grow your fitness business. One of the things you need to master is being able to consistently attract new leads to your website and rank high in local searches. You can do that by using local keywords throughout your website’s content and meta tags. 

In this post we’ll teach you all about local keywords and provide tips on optimizing your content for better search engine visibility. If you’re spending any time at all creating content, this post is a must-read.

Why Local Keywords Matter for Your Fitness Business

Local keywords are simply search terms that include location-specific words, like your city’s name or specific neighborhoods. Using these more localized keywords in your website’s content and meta tags will improve your local SEO and attract potential gym members in your area. 

Here’s why local keywords matter:

1. Increased search visibility: Search engines prioritize showing results that are relevant to the users’ location. If you’re using local keywords in your content, your website has a better chance of appearing in local search results, leading to more website traffic and more potential members. (Think of searches like: “Fitness Business near me” or “Gym near me” – these local keywords are how search engines know where you are and show your results in these types of searches.)
2. Higher conversion rates: Local searchers are more likely to become customers, since they are already in your area and are actively looking for your services. Using local keywords helps you target these users, increasing the likelihood of them finding you and joining your gym. More of the right people finding your website is exactly what you want.
3. Competitive edge: By focusing on local keywords, you can stand out from the competition by more clearly targeting your unique services. This can help you attract members who are specifically interested in what’s different about your fitness business.

Tips for Using Local Keywords in Your Website’s Content and Meta Tags

Now that you know why it’s important, you need to optimize your fitness business’s website for local search. This is something that you want to make sure is done well. Here are a few tips on how it’s done:

1. Identify relevant local keywords: Start by conducting keyword research to identify the most relevant local search terms for your fitness business. Take the time to do this part well. It’s what you’re centering your entire strategy around.  Use tools like Google’s Keyword Planner or Moz’s Keyword Explorer to find popular local search terms related to your services, location, and target audience. Make a list of these keywords to use throughout your website.
2. Incorporate keywords into your content: Once you have identified your relevant keywords, incorporate them naturally into your website’s content. This includes page titles, headings (H1, H2, etc.), body text, image alt tags, and URL structure. Remember to keep your content engaging and informative – don’t “keyword stuff” at the expense of readability.
3. Optimize your meta tags: Meta tags are the elements of code that provide information about a webpage to search engines. They include the meta title and meta description, which appear as the clickable headline and summary in search engine results. To optimize your meta tags, include relevant local keywords in both the meta title and meta description. Make sure you stick to the length guidelines mentioned above.
4. Create location-specific pages: If your fitness business has multiple locations, create separate pages for each location, complete with unique, localized content. This can help you rank higher in search results for location-specific searches.
5. Monitor your performance: Here at FR, we’re big on measurement. Track the performance of your local keyword strategy using tools like Google Analytics and Google Search Console. Measuring and monitoring will help you identify which keywords are driving traffic and conversions so that you can make adjustments as needed to improve your results.

Think of local keywords as a map for potential gym members. A map guides travelers to their destination. In the same way, local keywords guide searchers to your website by showing your business’s location and offerings when they are searching. So, instead of using generic terms like “gym” or “fitness center,” incorporate specific location details such as “gym in [city]” or “fitness center near [neighborhood].”

Local Keyword Optimization Beyond Your Website

Your website isn’t the only place where you should be using local keywords. There are other places that your target audience is looking for and engaging with you online. Here are a few additional places to incorporate local search terms:

1. Google Business Profile: Optimize your Google Business Profile by including local keywords in your business description and services. (Pro-tip: use keywords in your responses to your reviews too!) 
2. Social media profiles: Use local keywords in your social media bios, posts, and hashtags. For example, use local-specific hashtags on Instagram, like #[city]fitness or #[neighborhood]gym.
3. Online directories and review sites: Make sure your business is listed on popular online directories and review sites like GBP, Yelp, Bing. Include local keywords in your descriptions and listings to improve your visibility on these platforms.
4. Blog posts and articles: Write blog posts and articles that target local keywords and topics. For example, create content about local fitness events or topics of interest to your ideal clients. 

Using local keywords in your fitness business’s website content and meta tags is a great way to help more of the right people who are searching for you find you. And ultimately that will help you attract more members to your gym. 

If you haven’t started using local keywords yet, you should begin implementing this plan right away. The sooner you start, the sooner you’ll start seeing results. With a well-rounded approach like we laid out here and consistent effort, you’ll reap the benefits of a strong local SEO strategy that drives business growth.

Looking for more information on how improve your online visibility and attract more prospects? Read our How To Improve My Online Presence: A Gym Owner’s Guide.