Better Gyms have grown significantly since beginning to work with BlueGlass in 2014 – increasing from 115 sport and leisure centres to now over 250 across the UK.
Our role is to support their internal marketing team and enabling Better’s digital performance to reflect their fast growing business plans.
We needed to start by prioritising content strategy by value whereas we analysed PPC data to identify and optimise content for the highest converting paid search keywords.
We discovered a high number of duplicate content and indexing issues, which once reduced to a more manageable size helped us to ensure that the quality of live pages was greatly improved.
We felt it was important to strengthen its online reputation with content marketing by building authoritative content, published on leading health and fitness publishers to build awareness and reputation for Better at both a brand and local level.
With their ambitious growth plans we’ve had to ensure that local SEO was improved, so we created a clear model to optimise for localised searches and leisure centres – building a process for future centres which were being frequently added. This was supported by running local SEO training workshops for leisure centre managers to strengthen rankings further with the creation of unique and informative local content.
We produced a clear SEO and content marketing strategy to catapult Better to the next level.
As a result year on year organic traffic increased by 131% from 2014 to 2015 whereas we strengthened Better’s share as organic market leaders in the UK leisure/gym sector.
And last but not least our efforts resulted in Better winning ‘Best Use of Search in Third Sector’ at the UK Search Awards 2015.