In my last blog post, I wrote about the four most important things you need to know before diving headfirst into SEO for your gym’s website. In this post, I’ll teach you specific gym SEO strategies to help you rank higher on Google.
SEO is a broad topic with many different elements and strategies. While I’ll break down specific tactics below, there’s one thing I need to stress:
Know What You Want to Your Gym To Rank For
Before starting any SEO work—or hiring someone to do it for you—you need to know what your potential clients are searching for. You can’t rank for everything. Instead, focus on one or two specific keywords or topics.
Maybe you want to rank for terms like “gym near me” or “CrossFit.” Or perhaps it’s “personal training” or “nutrition coaching for fat loss.” Whatever it is, make sure it aligns with what your prospects are typing into Google.
Bottom line: If you don’t know what your users are searching for, even the best SEO strategies won’t help you rank higher.
There are two main gym SEO strategies that you use can help improve your search rankings: On-Page strategies and Off-Page strategies. I will explain both below.
On-Page Gym SEO Strategies
On-page SEO involves optimizing your website’s content and structure to make it more appealing to search engines and users. Here are 10 essential on-page gym SEO strategies you should focus on:
1. Writing Unique, Helpful Content
Search engines reward websites that answer the questions people are searching for. For small gyms, creating blog posts, FAQs, or detailed service descriptions about local fitness trends, workouts, or membership options can help.
This doesn’t just improve rankings; it also builds trust with potential clients. Use this content on your homepage, program pages, about page, and blog.
2. Keywords
Your keywords are the backbone of your SEO strategy. They should appear naturally in headers, subheaders, and early in your content.
For example, “personal training” is a well-understood search term, while something more niche like “semi-private training” may need not rank well as it would need additional explanation. Align your keywords with what people are searching for, your services and the problems your gym solves for users.
Pro Tip: If you want to rank for a keyword, make sure it’s featured on your site. Keywords only work if they actually reflect your content.
3. Title Tags
The title tag is the clickable headline in search results and should highlight your gym’s unique features.
Examples:
- “Achieve Your Fitness Goals | Group Classes & Personal Training in [City]”
- “Join [Gym Name]: Nutrition Coaching, Group Classes & Results in [City]”
4. Meta Descriptions
This is the brief summary under the title tag in search results. It’s your chance to entice users to click your link. Examples:
- “Flexible memberships, expert trainers, and a supportive community. Join [Gym Name] in [City] now!”
- “Get fit with expert trainers at [Gym Name] in [City]. Try your first class today!”
5. Headings and Subheadings
Use headings and subheadings to structure your content. This makes it easier for users to scan your page and helps search engines “crawl” your site. It’s especially useful for blog posts and long-form pages like your program pages or FAQ sections.
6. Optimize URLs
Use simple, descriptive URLs, like www.[yourgym].com/personal-training-[yourcity]. Avoid long, confusing strings of numbers or letters. Simple URLs improve search rankings and help users know they’re in the right place.
7. Internal Links
Linking to other pages on your site keeps users engaged and helps Google understand your site’s structure. For example, link a blog about “Nutrition Tips” to your “Nutrition Coaching” program page and vice-versa.
8. External Links
Linking to reputable external sites shows that your content is well-researched and credible. For example, linking to a study on the benefits of group training can add authority to your blog post.
9. Optimize Images
Descriptive file names and alt text help search engines understand your images. Optimized images also improve your site’s load speed.
10. Page Speed
Fast-loading pages are essential. Slow websites frustrate users and hurt your rankings. Tools like GTMetrix can help you identify speed issues.
Pro Tip for your On-Page Gym SEO Strategies: At Kilo we use a tool called Rank Math to help our customers optimize their content for SEO. In fact, I’m using it right now to optimize this blog post for things like keywords, readability, etc. It’s free for all of our customers.
Off-Page Gym SEO Strategies
Off-page SEO focuses on actions outside your website to increase its authority and visibility. This strategy is key for outranking competitors without breaking the bank.
1. Link Building / Backlinks
When authoritative websites link to yours, it signals to Google that your site is trustworthy. Think of backlinks as endorsements—each one boosts your credibility.
For example:
- Partner with a local restaurant to feature “healthy meals recommended by the personal trainers at [Your Gym],” linking back to your site.
- Write a guest blog for a local shoe store about the best shoes for your gym’s training style, including links to your website.
2. Directories and Listings
Getting listed in local directories increases your visibility in search results. Make sure your business name, address, and phone number (NAP) are consistent across all directories. Inconsistencies—even small ones—can hurt your rankings.
- Google Business Profile
- Yellowpages
- Yelp
- Local Business Directories (both local and regional)
3. Active, Consistent Content Creation
Regular updates signal to search engines that your business is active and relevant. Post blog updates, social media content, or Google Business Profile should be updated at least once every two weeks.
For small gyms, consistent content creation helps boost your local search rankings and keeps you top of mind for potential members.
4. Local Reviews
Reviews on Google, Yelp, and other platforms are essential for local search rankings. Encourage your members to leave reviews. Positive feedback builds trust with prospective clients and helps your gym stand out.
What Really Matters?
SEO is not a quick fix. If someone promises to get you to the top of Google in two weeks, they are likely not being truthful. Real SEO requires time, research, and ongoing effort.
At the end of the day, leads are what truly matter. Leads—people who submit their information through your site—are the ultimate goal. Rankings mean nothing if they don’t translate into leads and conversions.
My personal take: If you’re getting quality leads and you’re happy with the volume—even if you’re not ranking at the top of Google—does it really matter? Someone else might be outspending you on SEO, but that doesn’t guarantee their reputation is better than yours. Stay focused on what works for you. Consistently delivering excellent service and maintaining a great reputation will help you win in the long run, even if someone else has a bigger marketing budget.
Need Help with your Gym SEO Strategies?
If you’re feeling overwhelmed or want expert guidance with your gym SEO strategies, consider reaching out to my company, Kilo, at www.usekilo.com.