SEO for Personal Trainers

At Stigan Media, our dedicated SEO team specializes in creating effective search engine optimization strategies tailored for personal trainers. Our approach is focused on boosting your online visibility and attracting more clients through organic search results.

In a recent campaign for personal trainers in British Columbia, we implemented a series of targeted SEO techniques that resulted in a remarkable increase in organic traffic. Over the past three months, these trainers have seen their organic traffic soar by over 117%.

How did we achieve such impressive results? Keep reading this article or save your time contact us for a free SEO audit for your hair & beauty salons.


Organic traffic increase 117% on the website of personal trainers

Our goal at Stigan Media is not just to improve your search rankings temporarily but to provide sustainable growth that keeps your business at the forefront of the fitness industry. By continuously monitoring and refining our strategies, we ensure that our clients consistently rank at the top of search engine results, attracting more traffic and, ultimately, more clients.

1. Start with Proper Keyword Research

Effective SEO begins with thorough keyword research. While this might seem straightforward, it requires a systematic approach to truly benefit your business. At Stigan Media, we’ve honed our process to ensure we identify the most impactful keywords for personal trainers in British Columbia.

Keywords for the website of local personal trainers

Assessing Search Volume: Our first step is to determine the search volume of potential keywords. It’s crucial to avoid keywords with negligible search volume, as they won’t attract any traffic to your site. For example, a client once ranked first for “cheap personal trainers Chinatown Toronto,” but the keyword had zero search volume, leading to no website visits or leads.

Understanding Search Intent: We also analyze the intent behind each keyword. Keywords with a commercial and local intent, such as “personal trainers Toronto,” are likely to convert as they target users looking for services in their area. Conversely, keywords with an informational intent, like “How much do personal trainers cost in Toronto?” often lead to informational blog posts, which might not directly benefit your business unless they’re part of a broader content strategy.

Evaluating Keyword Difficulty: Using advanced tools like Ahrefs and SEMrush, we assess how difficult it will be to rank for each keyword. We invest in these tools so we can make informed decisions based on your budget. If funds are limited, we focus on less competitive keywords that still promise to drive meaningful traffic and generate leads.

Think of keyword research as laying the foundation for a house. If it isn’t done correctly, the entire structure of your SEO strategy may be compromised. By starting with a strong foundation, we set the stage for a successful, sustainable increase in your online presence.

2. Double-Checking Initial Web Analytics Steps Before Proceeding to Actual SEO Work

At Stigan Media, we differentiate ourselves by taking an extra step before diving into the core SEO activities. Once keywords are approved by our clients, we meticulously verify all web analytics setups to ensure that every aspect of your project is accurately tracked. This foundational step allows us to provide transparent and effective SEO reports, demonstrating the real value we deliver.

  • Comprehensive Tracking Setup: We start by ensuring that Google Analytics 4 is properly tracking all user interactions on your site. Alongside, we confirm the integration of Google Search Console to monitor your SEO performance and pinpoint any technical issues.
    GA4 Goals on the website of personal trainers
  • Expanding Visibility: We don’t just stop at the basics; we also verify access to your Google Business Profile and extend your visibility by adding your personal training services to Bing and Apple Maps. This ensures that potential clients can find you, no matter which platform they use.
    Example of bing SEO optimization for personal trainers
  • Advanced SEO Software: Your project is added to our premium SEO software to keep track of position changes. This helps us continuously optimize our strategies based on accurate data.
  • Goal Setting and Conversion Tracking: Most importantly, we set up specific goals in Google Analytics 4 to track conversions and lead generation effectively. Whether it’s through form submissions or phone calls made directly from your website, we track it all. This approach allows us to measure the true ROI of your SEO investment, providing you with a clear picture of the benefits.

Many SEO agencies overlook these crucial steps and often produce reports that don’t reflect the actual effectiveness of their campaigns. We pride ourselves on our thoroughness and transparency, ensuring that you see the genuine value from your investment in SEO for personal trainers.

3. Website SEO Architecture Audit

An essential part of enhancing your website’s SEO is conducting a thorough audit of its current architecture. At Stigan Media, we meticulously examine the structure of your website to identify areas for improvement that benefit both SEO and user experience, which are crucial for personal trainers.

  • Optimizing Link Structure: It’s paramount to ensure that the website’s link structure is expertly crafted. During the audit, we identify which pages are currently attracting traffic and generating leads for your personal training services. These pages become our primary focus for optimization. A well-planned link structure not only helps search engines understand your website better but also makes it easier for potential clients to navigate and find the information they need.
  • Enhancing Navigation: We go beyond basic checks. Our team optimizes the navigation bar and footer to ensure that they are SEO-friendly and enhance user engagement. This includes strategically placing links to important pages and ensuring that every element in the navigation aids in improving the overall user journey on your site.
  • Inbound Linking Strategy: Proper internal linking is crucial for SEO success. We ensure there is a robust system of inbound links among the pages we are optimizing. This helps distribute page authority across your website and improves the visibility of key sections, making it easier for search engines to crawl and index your content.

By focusing on these architectural elements, we create a website that is not only optimized for search engines but also provides a seamless and engaging experience for visitors. This holistic approach to SEO architecture ensures that your site not only ranks well, but also converts visitors into clients effectively.

4. SEO Content Optimization

Content optimization is a crucial step in our SEO strategy, especially for pages targeted with personal trainer-specific keywords. Here’s how we approach refining your content to meet both SEO and user engagement goals:

  • Advanced Content Analysis: We utilize a sophisticated tool called Surfer SEO, which examines top-performing content on the first page of search results. By analyzing these pages, Surfer SEO helps us determine the optimal number of times to include keywords within your content, ensuring it aligns with what search engines are favoring.
    Optimized content by Surfer SEO for the website personal trainer
  • Expert SEO Copywriting: Armed with data from Surfer SEO, our experienced in-house copywriting team takes over. We begin by collaborating closely with our personal trainer clients to ensure all crucial information is included. Our writers then skillfully craft content that not only incorporates the necessary keywords but is also compelling and conversion-focused.
  • Quality Over Quantity: Unlike some SEO agencies that may use inexpensive outsourced writers to churn out keyword-stuffed but low-quality content, we prioritize high-quality writing. Poorly written content can lead to high bounce rates as users may leave the site if they don’t find the information useful or engaging. Our team of local writers has extensive experience in creating engaging and informative content that captures and retains user interest, enhancing both SEO and user experience.

By focusing on high-quality, well-optimized content, we not only improve your site’s SEO rankings but also ensure that visitors are more likely to engage with your site and convert into clients. This balanced approach helps maintain a strong online presence and drives sustainable growth for personal trainers.

5. On-Page SEO Optimization

On-page optimization is vital for enhancing your site’s visibility and performance in search engines. Below, we offer a comprehensive breakdown of essential tasks that should be completed for your personal trainers’ website to achieve optimal results in Google:

  • Meta Titles Optimization: Include your primary keyword, such as “Toronto personal trainers,” to reinforce the relevance of your pages to search queries.
  • Meta Descriptions Optimization: While they don’t directly influence rankings, well-crafted meta descriptions can improve click-through rates from search engine results pages, indirectly benefiting your SEO.
  • Alt Tags Optimization: Ensure all images on your site have alt tags that provide a natural description, including relevant keywords where appropriate.
  • H1 Tags Optimization: Each page should have a single H1 tag that clearly describes the page’s content. Incorporating your target keyword and location, such as “Personal Trainers in Toronto,” can be effective.
  • H2 to H6 Optimization: Use these headers to structure your content effectively for both users and search engines. Avoid stuffing these tags with keywords; instead, use them to organize information clearly and logically.
  • Schema Markup: Implement schema markup to help search engines understand the content and structure of your website better. This can also enhance the way your pages are represented in search results, such as through rich snippets that might display reviews or business information.
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  • SEO-Friendly URLs: Ensure that your URLs are concise and include your target keyword. Although this should be set during the website architecture phase, it’s crucial to double-check during on-page optimization.
  • Internal Linking: Develop a robust internal linking strategy that helps strengthen keyword and page authority throughout your site, including navigational links in your site’s header and footer.
  • Local SEO Elements (NAP): For a local business like personal training, ensure that each targeted page includes a map and your business’s Name, Address, and Phone number (NAP) accurately.
  • Customer Testimonials: Incorporate genuine customer testimonials that include relevant keywords. This helps demonstrate to search engines and users that your business is reputable and trusted.
  • Demonstrating E-E-A-T: Highlight your business’s Experience, Expertise, Authoritativeness, and Trustworthiness by including detailed information about certifications, awards, and key team members on your site.

By meticulously applying these on-page SEO strategies, you not only enhance your website’s ability to rank in search engines but also improve user experience, making it more likely for visitors to convert into clients.

6. Local SEO and Google Business Profile Optimization

For personal training businesses, local SEO is critical because your services are tied to a specific location, and you want to rank in searches conducted near your potential clients. Optimizing your local SEO is, therefore, essential for attracting the right audience.

  • Connecting and Optimizing Google Business Profile: As part of our local SEO efforts, we ensure that your website is seamlessly integrated with your Google Business Profile. We meticulously check that your profile URL and all fields are correctly filled, using targeted keywords where appropriate. We also verify that you have selected relevant and additional categories that fit your services.
  • Enhancing Profile Elements: Updating and optimizing images on your Google Business Profile is another step we take to make your listing more attractive and engaging. We also carefully define your service areas to cover the most relevant locations where your potential clients are based.
  • Regular Updates and Posts: To keep your profile active and engaging, we regularly post updates, offers, and relevant content. This activity helps maintain the profile’s relevance and visibility.
  • Encouraging Reviews: Reviews play a pivotal role in ranking your Google Business Profile. While our SEO techniques can optimize many aspects of your profile, generating genuine customer reviews is where you need to actively participate. We provide templates that encourage your clients to leave reviews that are not only positive but also include keywords that enhance SEO. Responding professionally to reviews, whether positive or negative, is also a practice we maintain to boost your profile’s engagement and trustworthiness.
  • Warning Against Fake Reviews: It’s important to avoid the temptation of purchasing fake reviews. Google is increasingly adept at identifying and penalizing such practices, which can lead to profile suspension. Focus on building a genuine reputation for long-term success.
  • Bing Business Profile Optimization: In addition to Google, we also optimize your presence on Bing by setting up and refining your Bing Business Profile, ensuring consistency across platforms.

By focusing on these essential elements of local SEO, we help your personal training business improve its visibility in local search results, attracting more clients from your area and building a strong, trustworthy online presence.

7. Technical SEO for Personal Trainers Businesses

Technical SEO is a critical component that many agencies overlook or improperly execute. At Stigan Media, we pride ourselves on our thorough approach to ensuring that every technical aspect of your website meets Google’s rigorous standards.

  • Fixing 301 Redirects and 404 Errors: Our first step is to conduct a comprehensive crawl of your personal trainers website using Screaming Frog. This tool allows us to see your website from a search engine’s perspective, identifying 301 redirects (which are permanently moved pages) and 404 errors (pages that can’t be found). We promptly address these issues, ensuring that all pages return a 200 OK status, which indicates a successful request.
  • Speed Optimization: Website speed is a significant ranking factor. Using Google’s PageSpeed Insights, we analyze and enhance your site’s loading speed. Since Google emphasized the importance of speed in 2019, this has become a crucial area of focus for us, ensuring your website performs well across all devices.
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  • Mobile Optimization: With the increasing prevalence of mobile browsing, it’s essential that your website is fully optimized for mobile users. Common issues like small font sizes, elements too close together, or broken styles can detract from user experience. Our team meticulously reviews and rectifies these issues, collaborating with our web developers to ensure your site is as user-friendly on mobile as it is on desktop.
  • SSL Certificate Validation: We also verify that your SSL certificate is current and valid. An expired SSL certificate can lead to search engines marking your website as unsafe, which could negatively impact your rankings and user trust.

By rigorously addressing these technical SEO elements, we not only enhance the functionality and security of your website but also bolster its standing in search engine results, providing a solid foundation for all other SEO efforts.

8. Off-Page SEO

Off-page SEO, particularly acquiring backlinks, is a crucial but challenging aspect of SEO. Effective backlinks are not just about quantity; the quality and relevance of the links are what truly matter. Inexperienced SEO practitioners often struggle with this step, as obtaining high-quality backlinks involves considerable time, effort, and expertise.

At Stigan Media, we have developed a systemized approach to building backlinks that significantly benefits personal trainer businesses:

  1. Local Directory Listings: Our first step is to list your business in reputable local directories. This not only provides valuable backlinks but also reinforces your local SEO by displaying your address and phone number, helping Google better understand your location.
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  2. Strategic Content Placement: Over the years, we’ve established relationships with over a thousand reputable website owners who allow us to publish posts on their sites. These posts include relevant links back to our clients’ sites, ensuring that the backlinks are valuable and contextually appropriate.
  3. Disavowing Toxic Links: It’s not uncommon for a website to receive harmful backlinks, whether through competitors’ actions, spammy SEO tactics, or otherwise. Our team rigorously inspects the quality of each backlink. If we identify links that could negatively impact your SEO, we add them to a disavow file and submit this to search engines, effectively telling them that these links were not endorsed by us.
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By focusing on these strategic elements of off-page SEO, we not only improve your site’s authority and rankings but also protect it from potential backlink-related penalties. This approach ensures that your website receives the full benefits of a robust off-page SEO strategy, driving both traffic and credibility.


SEO is an indispensable tool for personal trainers looking to expand their reach and grow their business. By optimizing your website both on-page and off-page, you enhance your visibility in search engine results, attract more potential clients, and establish your authority in the fitness industry. The strategies we’ve discussed—from meticulous keyword research and content optimization to technical SEO improvements and strategic backlink acquisition—are designed to build a solid online foundation and drive sustainable growth.

Implementing these SEO techniques can be complex and time-consuming, but the payoff is substantial. If you find the process overwhelming or if you’re unsure where to start, Stigan Media is here to help. Our team of SEO experts specializes in creating customized SEO strategies for personal trainers, ensuring that your business not only meets but exceeds its digital marketing goals.

Contact us today for a detailed consultation or a quote, and let’s begin the journey of transforming your online presence and boosting your business.

At Stigan Media, we focus on SEO for personal trainers. If SEO challenges you, consider our free SEO audit for your website.