If you want to get more local face to face clients for your personal trainer business then this short guide is for you! Local Search Marketing is one of the most affordable tools you can use in your fitness business marketing strategy to drive more potential clients to your website.
There are several ways to rank higher in Google when a local client searches for your services in your area. For example, you can rank in the paid ads, the local search map (see below) and organic results.
Today, we're going to focus on the local map.
While ranking in Google has a lot to do with using keywords in the website/blog copy and meta data, the actual implementation can be a bit tricky and leave you scratching your head.
The main goal of a local SEO strategy is that when people search for fitness services in your local area on Google, your website would come up at the top of page 1. Not many trainers understand that to achieve that you need to put in months of locally targeted content marketing and the result or how long it takes will still depend on how many of your competitors you need to “outrank”.
Here are 5 steps that, if you implement, will boost your local marketing using targeted local content on different parts of your fitness website.
Step 1. About Us page
The About Us page is one of the main, most important pages of your website. Its content should be well worded and capture the attention of people who will consider investing into your services.
Your About page is your opportunity to tell your prospect clients a story about you and your business and it's a great place to use geo-targeted keywords for which you’re trying to rank.
Examples: “We’re a personal trainer company in West London focused on clients results.” or “A peak into our creative nest in Manhattan.” You can also use the usual “I have been a personal trainer serving Kansas and surrounding areas for over 10 years” expressions.
Step 2. Create Multiple Location Pages
This step will be most relevant to bigger fitness companies, gym chains or franchises that serve more than one town or area, however if you have an online business and you’d like to target specific local communities, creating Multiple Location Pages can help you too.
It’s very hard to rank a website for multiple locations so if your business fits the above criteria we highly recommend creating separate pages for each location you are willing to serve with localised content like UP Fitness have done here.
Make sure you put down the full address, phone number and other relevant information for that specific branch. Personalise the content by using language and visual elements that catches the attention of that specific community like headlines that include the location and images of landmarks as background sections.
You can also use the space to introduce your local staff members, so potential clients can relate to individuals in your business.
This is even more important if you’re running an online business. When you have 3-4 main areas you’d like to serve, their way of communication and interests might be slightly different so ensure you use targeted content.
Step 3. Reviews, testimonials and success stories
Reviews and testimonials that praise your fitness business are crucial to build likability and trust with your prospects.
Did you know you can also use them to help you rank for your local search terms on Google? When adding testimonials and success stories to the website make sure you include the client’s first name, initial of the last name and their physical location.
Everybody know however that no business would put up a negative review on their website, so make sure you include third-party review sites like Google My Business, Yelp or Facebook to name a few.
Step 4. Create an FAQ page
You can add local content to your FAQ page that answers the questions of your real local clients about your business.
If you are just starting to create the FAQ page for your personal trainer website and don’t know what questions to include, simply ask your current clients what important questions they would ask if they came across your business now. Use your geotargeted keywords wherever they can be included in your answers.
For example: when asked where you run your sessions, who your trainers are (if you run a fitness company) and where they’re from if it’s relevant to your current location, etc. Use any opportunity to include your keywords without sounding like a salesman.
Step 5. Add Name, Address and Phone Number to the Footer of Your Website
Adding your business and contact details to the footer of all your pages will help your website visitors to quickly see where you are located.
Google also uses this information to decide how to rank you. Make sure you use you business name and address exactly as it appears on Google My Business and other directories you use.
So, you probably already new the basics of SEO Marketing but you learnt now that it’s an ever-growing area. You can include keywords you’re aiming to rank for on Google in many places, but make sure you only use them at places where they’re relevant and makes sense to use.
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