Spruce Up Your SEO, Bring in New Clients
By Jesse Silkoff
Search engine optimisation (SEO) trends will continue to shift in the fitness and wellness industry. Below are a few tips to overhaul your page ranking.
Re-energise your content marketing efforts for better SEO
Readers are growing more sophisticated and weary of junk content. Clickbait is being replaced by stories of substance as readers are increasingly able to sniff out scams. Major corporations, including Pepsi in the wake of the Kendall Jenner fiasco, are rolling out in-house content strategy and creation.
What do these moves have to do with your SEO? Quite a bit
Google’s algorithms favour sites with quality content—that is, substantial, original content that reflects popular searches and trending topics. And to get that, you don’t need to be a major corporation, but you will need to take more of a publisher’s approach to your content as you develop and finesse topics, pitches, articles, and keywords.
It’s not just about keywords; click-through rates are increasingly important
Before you get into adding certain keywords, you must make sure your content is easy to read, on message and truthful.
If it resonates, then you’re on the right track. In this video from Backlinko, host Brian Dean describes how a sudden boost of organic traffic can rocket your posts up to a top ranking for Google searches.
That phenomena, better known as your click-through rate, or CTR, will get you into one of the search engine’s coveted sidebars or prominent spots.
But how do you quickly hike up your CTR without an overt request for more clicks? The answer is Google AdWords. Pay attention to the phrases used in the ads that correspond with your most-read content and include them in your post’s description and title. Using that simple trick your CTR should rise, and your rankings will spike along with it.
Don’t be afraid to target local audiences
If your business has a physical location, it is imperative that you tap into local SEO. These days, it’s not just about having a Google Business profile and a couple of Yelp reviews; those are great starting points, but customers will go elsewhere if they cannot easily locate business hours, address, directions, menus and contact information.
Review your website for clarity and organisational structure. Services should be highlighted with individual landing pages. Contact details should be visible and listed on multiple pages.
A great way to get your site organised is to visit Schema.org for code snippets you can include on each landing page. This will make it easier for search engines to scan for pertinent details—like your contact information.
…And to wrap it all up
The above is just a taste of the latest SEO trends. To succeed in SEO, you need to commit to continually study industry patterns and search engine algorithm changes. So make your resolution this year to be like a marketing shark, and never stop swimming!
Whether you own a salon, a fitness studio, or an integrative health business, we have checklists available to help you take your SEO game to the next level. Check them out: