This document summarizes a presentation about search engine optimization (SEO) strategies for fitness professionals. It discusses conducting keyword research, optimizing local SEO like Google Business profiles, focusing on organic SEO through quality content and backlinks, and tips for content creation. A case study is presented of a fitness business that improved its website, set up email marketing, launched Google Ads and SEO campaigns, and started niche sites to increase clients.

1. Search Engine Optimisation
For Fitness Professionals
By Your Easy Web Solutions
March 2020

2. About us
Your Easy Web Solutions
Digital marketing company with offices in Brisbane and Melbourne. Specialising in
web design, digital marketing and consulting. Established in 2007, we service
hundreds of customers nationally and are proud to hold the distinctive Google
Premier Partners badge.
Alexei Kouleshov
I am the managing director at Your Easy Web Solutions.
I look after strategy and innovation to make sure we deliver
the best solutions to our clients. My objective
is to provide outstanding support and outside-the box
solutions for our customers.

3. Who Do We Have in The Room?

4. Some of our clients

5. Agenda
• Goal Setting
• Marketing Basics
• Research
• Local SEO
• Organic SEO
• Content
• Tips, Tricks and Strategies
• Case Study

6. What we do
Overview

7. Our Services
• Web Development
• Google Ads
– Search
– Video
– Display
• Search Engine Optimisation
• CRM support (Infusionsoft)
• Consulting - Offers, Direction, Strategy

8. Goals
Starting Point

9. What are you goals?
• Get more clients?
• Position your business better?
• Optimise your web presence?
• Get better leads?

10. Digital Goal Metrics
• Impressions (Reach)
• Engagement (Click Through Rate, Engagement)
• Visitors (clicks)
• # Leads
• # Sales

11. Marketing Basics
Fundamentals

12. Basics
Marketing is
• Market (who)
• Medium (channel)
• Message (ad)

13. Basics
• Know
– Brand
– What you do
• Like
– Research / Reviews
• Trust
– Enquiry
– Sale
– Referral

14. Marketing Funnel

15. Example - Consideration

16. Actual Journey

17. Why SEO?
• Consideration stage (people know what they
want)
• High traffic volumes
• No cost per click (clicks are free*)

18. Research
Keywords That Matter

19. Keywords
• What people search
• Focus on intent
• Target variations
• Identify negatives
• Watch trends

20. Tools
• Wordstream Free
Keyword Tool
• Google Keyword
Planner
• Google Trends
• Answer the Public
• KeywordTool.io

21. Reaching Your Audience
Types of Campaign

22. Reaching Your Audience
Types of Campaign

23. Reaching Your Audience
Types of Campaign

24. Local SEO
Google Business

25. Local SEO

26. Local SEO

27. How does this work?
Google Business Optimisation
– NAP
– Categories
– Images
– Complete profile
– Reviews
– Confirming sites (Facebook, TrueLocal, Yelp etc)
Website On-Page SEO
– Unique content
– Structure

28. Contact Details
Reviews
• 84% of consumers trust online reviews as much
as a personal recommendation
• 92% of consumers read online reviews before
visiting a business
• Online reviews impact 90% of purchasing
decisions
• 74% of consumers say positive reviews make
them trust a local business more

29. Generalist vs Specialist
• Overall positioning
• Brand vs keywords
• Keyword rich domains
– Work better as content is more specific
– Can provide value on the same topic

30. Organic SEO
Content & Backlinks

31. Organic SEO Factors

32. Organic SEO Factors
• Unique, quality content
– Provides value to user / fits search
• Website structure
– Interlinking, dynamic content
• Speed
– Under 5 seconds or faster than competitors
– Backlinks
• Authority from other websites with good content

33. Quick Wins
• Blog posts
– specific, keyword-rich topics
• Titles and descriptions customised
– Unique for every page
• Google Webmaster tools
– XML sitemap submitted to Webmaster Tools
• Key user info in place
– Phone, address, what you do etc

34. Content
Hardest part

35. Content ideas
• FAQ
– Provide answers to commonly asked questions
• Solution-focused headlines and subheadlines
– Provide content that is easy for people to read
• Analyse competitors
– See what competitors rank rank for. Don’t repeat!
• Make content engaging
– Words tell, images show and video explains

36. Content tips
• Individual pages
– Specific pages for keywords (300+ words copy)
• Unique content only per page
– Use copyscape.com to check
• Create links to pages within website
– 1-2 links per page
• Reasons to choose you
– Give reasons why clients should choose you

37. Quick Tips
Million Dollar Advice

38. Tips and Strategies
Things that work

39. Focus on Your Strengths
• Outsource writing
– Many freelancers that write well and fast
– Upwork, Freelancer
• Don’t use simple website builders
– Weebly
– Squarespace
– Wix
• Speed up your website
– GT Metrix, Test With Google

40. Why Speed is Important?

42. Attention
• Time for user to click on an Ad
– 3-8 seconds
• Time for a user to take action on your website
– 5-20 seconds
• Time for user to make an enquiry/booking
– 10-60 seconds

45. Strategies
• Virtual locations
– If you offer services in multiple locations, use virtual
numbers and addresses
• Total domination
– Setup multiple sites
– Each with unique content
– Push for brand and niches

46. Case Study
High NRG

47. Starting Point
• Working out of big gym
• Self-made website
• No clear focus on business direction
• Tried Google Ads and Facebook with not much
luck

48. What We Did
• Built new website
• Setup email autoresponders (Aweber)
• Started Google Ads
• After 3 month launched SEO
• Started outdoor training
• After a year started niche site

51. Why Choose Us?
• Specialised Service
• No Contracts
• Dedicated Manager
• Ongoing Support
• Results-Based Campaigns
• Over 12 Years Experience
• Local Team

53. Expression of Interest
Enquire via www.yews.com.au

54. Some Websites We Built
https://mammothmovement.com.au
https://pt2yourdoor.com.au
https://personaltrainerashgrove.com.au
https://miyagi.fitness
https://capturefit.com.au
http://atosbjjbrisbane.com.au

55. Questions?

56. Contact Details
Web: www.yews.com.au
Email: alexei@yews.com.au
Phone: 07 3117 2568 / 03 9018 9468