SEO for personal trainers: How to get found online

Getting your personal training business noticed online can feel like a mammoth task, but with the right SEO (Search Engine Optimisation) strategy, you can make it much easier for clients to find you. From ranking higher on Google searches to connecting with local clients in your area, SEO is like a digital roadmap guiding potential clients straight to your door. 

Here, we’ll break down some simple, effective SEO strategies specifically for personal trainers, so you can build an online presence that attracts the right clients, keeps you visible and grows your business.

SEO: What is it?

SEO for personal trainers is the process of making your website easier to find for clients, and rank higher on Google and other search engines. Essentially, it involves using specific strategies – like keywords, backlinks and quality content – that help search engines recognise your site as valuable and relevant. 

Ranking highly means more visibility, making sure your personal trainer site doesn’t get lost in the endless pages of search results but rather shows up front and centre for potential clients searching for your services.

Why do PTs need SEO?

For PTs like you, SEO isn’t just a “nice-to-have”. It’s a powerful way to draw in clients and set yourself apart in a crowded field. 

Client acquisition is crucial to keep your business afloat, and SEO can be a valuable tool to help you connect with people actively looking for fitness services. Imagine potential clients searching for something specific, like strength training for beginners, functional fitness for seniors or recovery-based training, and your website comes up as a top result. This visibility gives you a huge edge in attracting clients who are already searching for your expertise.

If you have a specialised focus or niche, SEO can make a big impact. By targeting the right keywords and optimising your content, you can bring more awareness to your services and ensure that people who need them can easily find you. 

Plus, SEO helps build your reputation. When people see your website at the top of their search results, they’re more likely to trust you, often feeling like they already know a bit about you and your approach. This online presence can create a strong first impression, bringing new clients into your community while establishing you as a credible fitness professional.

The basics

When someone types something into the search bar – let’s say “personal trainers in Manchester” – Google scans through loads of sites and decides which ones are the most relevant and helpful for that person’s search. Your goal with SEO is to make sure your site checks all the boxes so Google thinks it’s worth showing high up on the list.

SEO for personal trainers involves using the right keywords (these are the phrases people are searching for), having clear, quality content and making your site easy to navigate. It also helps if other sites link to yours, as this builds credibility and authority. 

Over time, good SEO work helps search engines see your site as a valuable resource, which means higher rankings, more clicks and ultimately, more people finding you. It’s a win-win.

SERPs

When you search on Google, what shows up on the results page – also called the Search Engine Results Page (or SERP) – can vary based on what you’re looking for. SERPs aren’t just a list of links; they include several types of results, each playing a different role. 

• Organic results are the unpaid listings that appear because they’re the most relevant to your search. 
• Above or beside these, you’ll often see paid spots, which are ads that businesses pay to display when certain keywords are searched. 
• Then there’s the local pack, a map and list of nearby businesses, which is where Google My Business listings come in handy for attracting local clients. 
• Images, videos, and snippets (brief answers that show at the top of the page) are also common and can give your site more visibility. 

Each of these SERP features is a real opportunity to be seen and can influence how people find and engage with your content.

Ranking

Ranking is Google’s way of evaluating content and deciding where it should show up in search results for a particular query. Google uses an algorithm to analyse factors like relevance, quality and authority to determine which pages answer the searcher’s question best, and ranks them accordingly. 

Getting a high rank, ideally on the first page, is really important because the vast majority of people (over 90%) won’t look beyond that first page of results. The closer your content is to the top, the more likely people are to see, click on and engage with it. High ranking can mean the difference between getting a steady stream of new clients and getting lost in the sea of search results.

The right keywords

Using tools like Google Keyword Planner, Ahrefs or SEMrush to find the right keywords can make a big difference in helping your content reach the right audience. By targeting keywords with high search volumes, you’ll position your content in front of more potential clients, increasing the likelihood they’ll find you when searching for services like yours. 

Remember that it’s not just about traffic; it’s about relevance. Focusing on keywords that align closely with your business and niche ensures that the people finding your content are genuinely interested in what you offer – whether it’s a specific training method, fitness coaching for a certain age group or expertise in weight loss. This approach leads to better engagement and helps build a client base truly suited to your services.

Outdo your competitors

Regularly checking the search landscape can give you valuable insights into who else is ranking for your target keywords and help you refine your strategy. By analysing your competitors’ content, you can see what’s working well for them. Maybe that’s popular blog topics, engaging headlines or effective keyword usage. 

This gives you a chance to fill any gaps they may have missed. Perhaps they haven’t addressed specific client questions, provided enough detailed guides or incorporated multimedia like videos or infographics. These are all areas where you could offer more value. This kind of competitive research helps you stay relevant and spot opportunities to differentiate yourself, positioning your personal training site as a go-to resource.

User experience

User experience (UX) is every bit as critical to SEO as keywords and content. Putting users first should be your top priority. 

Why? Because if visitors have a bad experience on your website, like confusing navigation, slow load times or cluttered pages, they’re more likely to leave quickly. This can lead to higher bounce rates, which sends a signal to Google that your site might not be valuable, potentially affecting your rankings. 

By creating a seamless, enjoyable experience, from mobile-friendliness to clear calls-to-action, you’re showing Google (and your users!) that your site is trustworthy and relevant.

Here are some top tips for improving the UX of your site:

1. Use straightforward labels for your navigation menu so users can easily find what they’re looking for. Think of categories like “Services,” “Testimonials,” “Blog” and “Contact.”
2. Make sure your website is mobile-friendly, as many users will access it from their phones. Text and images should resize appropriately and buttons should be easy to tap.
3. Use images, videos and infographics to make content more engaging. Show before-and-after transformations or client success stories to build trust.
4. Try offering free resources (like a fitness guide or meal plan) in exchange for visitors' email addresses to build your mailing list.
5. Make your website accessible to everyone, including those with disabilities. Use alt text for images, ensure good contrast between text and background and avoid overly complex language.

Produce useful content

Creating content that’s both helpful and useful is key when it comes to SEO for personal trainers. It's not enough for your site to be functional – your content should address specific needs and provide valuable information. 

Start by identifying your audience’s pain points. Understand their struggles and goals through surveys or social media interactions. Be sure to stay updated on trends in the fitness industry to ensure your content aligns with current topics. Instead of offering generic advice, leverage your expertise to create unique insights, focusing on niche areas like prenatal fitness or age-specific nutrition.

To make your content actionable, provide clear, step-by-step guides and include tools or resources like checklists and templates that empower readers to implement your advice. Consider what your clients want to learn about and write about that. Maybe they want to know the best gym podcasts to keep them motivated, or what types of exercise they should do on different days of their menstrual cycles. Remember to optimise for SEO by conducting keyword research to find relevant, high-search-volume terms. 

This will help make sure your topics resonate with potential clients. Engaging your audience is equally important. You could invite discussion through comments and use visuals to enhance understanding. Regularly refresh your content to keep it current and relevant, and use analytics to measure success and refine your strategy. 

Get started with UNTIL

Implementing effective SEO strategies is essential if you’re looking to elevate your online PT presence and attract new clients. By focusing on user experience, creating valuable and relevant content and utilising the right keywords, you can guarantee that your website stands out in a crowded market. Just remember to continuously monitor your competition and adapt your strategies accordingly.

If you're ready to take your personal training business to the next level, consider renting your own space at UNTIL. With professional-grade equipment and a supportive community, UNTIL provides the perfect environment for you to thrive. Join us today and start making your mark in the fitness industry.