Targeting Clients with Keywords


There is a lot of snake oil out there when it comes to SEO and optimizing website content for searches. You have likely received many of the scam-like emails/calls promising to get your website at the top of search engines, but there is no silver bullet to get your website at the top of Google — Google has over 300 variables that go into their algorithm to help determine your search engine ranking.

The content on your website is one of the most important elements Google analyzes to determine your search ranking, but good keyword content can be tricky to write and optimize for search engines. Not only is it what your users will be reading, but what Google will be crawling. It has to make sense to your members, potential members and a Google bot. In this article we have outlined three quick and easy steps Box owners can do themselves to help improve their search engine rankings.

  1. Research

What are potential members searching for? Using a tool like Google Analytics or Google’s Keyword Planning Tool will give you some insight into what terms people are searching for on the Internet. We recommend picking out three to five location-specific keywords that are medium to highly searched.

Once you have your keywords picked out, ask yourself a few questions. Have I used these keywords in my post tags? Do I have a page dedicated to one of these keywords? How about are any of these keyword terms on my site?

  1. Add/Update Pages and Post

Now that we have our three to five location specific keywords, we can start incorporating them into our site. Take a look through your site and see if there is a page or a post that we can incorporate these keywords. You can also use variations, like San Francisco Weightlifting or Weightlifting in San Francisco. Incorporate these keywords into your site’s headers, paragraphs, links, tags, image alt tags and permalinks.

  1. Linking Between Content

Now that your location specific keywords are incorporated throughout the site, it’s time to start linking them. Tags are a great way to group similar content together, but have you thought about putting links inside each of your posts? Adding a link to a keyword makes it more valuable — you can link to older posts, a page in your main navigation or even a page on another site.

Trey Tamble is the chief digital strategist for Siteplicity, which provides web design, development and digital marketing services for hundreds of gyms around the world. Got questions? Contact him directly via or visit

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