[00:00:00] James Breese: Strength Matters, media, video, print, podcasts. Today's
[00:00:06] Josh Kennedy: topic is ultimate Guide to keyword research for gym owners. Uh, James. What exactly is keyword research crack on
[00:00:14] James Breese: in simple layman's terms. It's it's the terms and words that people use to search for items and products or information or facts and figures.
[00:00:26] Think about it. We do is every single day. Let's take an example. Right now, England are playing cricket against India. So people will go into Google and they'll ask, they'll ask, what is the score between England and India? That essentially is what we call a long tail keyword. It's a specific question in terms of keywords.
[00:00:44] So score India, England, that could be a keyword. In terms of gym membership, fitness professionals, personal trainers, keywords for this are personal trainer, near me. Or who's the best personal trainer near me, these type of words, these are keywords. [00:01:00] So,
[00:01:00] Josh Kennedy: or what's the, what's the best gym near me or something
[00:01:03] James Breese: like that?
[00:01:04] Yeah, these are keywords. So essentially phrases and information and topics that people are searching for, that you can answer questions for to help you get found. That's essentially a very simple way to explain what it is. The problem is though with most business owners, not just in the fitness world and the health world, Is they write content thinking it's information that people are looking for when in reality, it's not they, you know, 90 plus percent plus of all pages in Google don't get found organically.
[00:01:37] Why? Because it's not content that people are searching for. Or it's not been optimized for it. It's crazy, right? So, So, you know, you've got to create content that people are looking for and it comes down to making sure you write content And the keyword and do your keyword research to help make sure it is content that people are actively looking for Or if they are actively [00:02:00] looking for it So if they are actively looking for it, you're not trying to write content that's been written a million times already and you're just repeating yourself because you've got to create new fresh content if that's the case.
[00:02:13] So you've got to earn the right to rank your stuff higher accordingly. So you've got to choose keywords that, that isn't, there isn't much competition to rank higher. And then you can target stuff that's maybe a more competitive level. Let's take intermittent fasting as a good example, because we talked about this with Sam Attard recently.
[00:02:30] So that's a topic that's been written about millions of times. I think 72 million times to be precise, according to Google. So you want to choose topics that are not so highly ranked and topics around this thing to get found. So keywords are stuff that people are searching for in Google, but also TikTok.
[00:02:47] Instagram and Facebook sometimes too, because people search and use them as keywords and search engines now too. So
[00:02:53] Josh Kennedy: how do we know, or how do we find out what people are searching for them?
[00:02:59] James Breese: Good [00:03:00] question. Very simply that this, this one costs nothing, go into Google, type in personal trainer, Cardiff, personal trainer, London, and see what questions that Google have in the dropdown menu below the show relevant content that people are actually searching for.
[00:03:18] That's a very simple one. So Google is trying to be helpful for you guys, trying to help you, encourage you, answer questions you may have or may not have thought about. So that's a very good simple way to find questions that people are asking around certain topics. So for example, rowing times, 2, 000 meter row rowing time, right?
[00:03:36] If you go into that, you'll probably find our blog article, which is quite high too. But below that, you'll see all the questions people have related to a 2, 000 meter row. That's a very simple question. Uh, now if you want to pay for stuff and use fancy tools, Answer the Public is a really good one, where it shows questions that people are asking in Google.
[00:03:56] So you type in two words. So let's type in personal trainer. You will then [00:04:00] give you a list of all these questions that people are asking for. And these are questions you should be answering, whether it be on Google, in terms of like your blog posts, or whether it's on social media. You should be answering these questions because people are searching for these things.
[00:04:13] So that's a very simple and more advanced way. Or, if you're going to go even more advanced, we use fancy high end software called SEMrush or Ahrefs, or Ahrefs, which is fancy SEO tools that help us come up and use all the data, to pull it together to go, right, which topic we're going to talk about today.
[00:04:33] So that's the sort of things we're looking at. in terms of that. So keyword research can be done for free and it's highly applicable. Well, we use that too. We use the free Google method too, but we also make better informed decisions by using stuff like SEMrush and HREFs. Because it, you take and call it all the data to make us give us a more informed, uh, bit of information.
[00:04:54] Josh Kennedy: I was going to say, is that how you analyze keywords? Because as you said, it's all, you know, you can find out what questions people [00:05:00] are answering, but then depending on how many people like intermittent fasting, that's okay. A lot of people are asking about that, but it's not necessarily something you want to write about.
[00:05:08] So not only have you got to find out what people are asking, you've then got to choose what's the best stuff to write about and how to use
[00:05:13] James Breese: your keywords. Right? Yeah. So I think let's, let's stick with intermittent fasting. Okay. That's a really good one. So intermittent fasting is a very broad topic and maybe 15, 20 years ago, no one would have heard about it that much, right?
[00:05:26] So that was all the way back then, but now it's so highly searched for people talking about it all over the place. The keywords intermittent fasting are no longer good enough. You need to start using what we call long tail keywords. So, as we said to Sam, because she specializes in period pain relief and PMS issues for women.
[00:05:48] So what we said to her was maybe we need to talk about intermittent fasting for women with period pain. Or who are suffering from period pain. That is a long tail keyword. Right. And [00:06:00] people are searching for it. Yes. Highly specific. So if you want to create content to get found, it's going to become more specific.
[00:06:08] For example, strength training for cricket players is a good example for us. How to get stronger to hit the ball harder in cricket. That's another long tail keyword section we're looking for. So in terms of weight loss, again, it's similar weight loss. Weight loss for what? Weight loss for who? So you can't just do, right, I'm going to do a blog all about weight loss.
[00:06:30] Who's it for? Weight loss tips for women who are suffering from the perimenopause. That's ultra specific. I don't know where I came from, but there's just a topic that came off the top of my head right then. But the point is that is, exactly, maybe yeah. So that is stuff that we're focusing on here and thinking about because it's ultra specific, ultra niched, and that's where we're going to do keyword research.
[00:06:54] Because we're going to find some people are looking for, And we're going to see if people are actually looking for it in the first place, because no one talks about that [00:07:00] keyword research volume.
[00:07:01] Josh Kennedy: So again, in terms of to know whether people are looking for it, are we looking at, uh, would answer the public tell you that, or is that more in detail like SEMrush, Ahrefs?
[00:07:10] James Breese: Yeah, answer the public is, is useful. It helps you. But again, keep it simple, stupid. Let's think of, okay, personal trainers. It's mostly weight loss or strength training. So type in strength training and see what answer the public comes up with. Type in weight loss, see what comes up with. Type in weight loss for women, if you want to be more, again, slightly more specific in answer the public and they'll give you some more ideas.
[00:07:33] So they're good ways to think about it. And then in terms of like health professionals, again, this is what pain, pain management, shoulder pain, back pain. Those are keywords, right? Back pain for cricketers, back pain management for cricket, whatever it is, they're more specific and alternation. So those are the keywords, stuff that people are actually looking for or asking questions.
[00:07:56] But a lot of the time people are asking you these questions in [00:08:00] your facility or when you're working with them. So think about the questions they always, always ask. So it could be, Hey, James, what's the best diet for this? Okay. Keyword best diet is one example, right? So best diet for women over 50 who are suffering from the perimenop, whatever it was, right?
[00:08:17] You, you know, That becomes ultra niche and ultra searchable. Fantastic.
[00:08:23] Josh Kennedy: Cool. Quickly then James, uh, before we wrap up, what are the key points when it comes to keyword research for gym
[00:08:30] James Breese: owners? Keyword simple, stupid. It's not what you think it is. It's what they're actually looking for. So. In an ideal world, you will have had Google Search Console set up.
[00:08:41] Google Search Console will tell you what people are searching for, the terms they're searching for, to help you find their website. So if I know, for example, the most searched term to find people on Strength Matters is aerobic threshold. Our blog post on what is the aerobic threshold is our most searched thing ever.
[00:08:59] Why did I write [00:09:00] that post? Because I wrote a book about cardio and conditioning called Maximum Aerobic Power. That helps us sell more books through that. Simple as that, right? That's why we do it. That's why I did it. So I wrote that blog post because it was linked to the book that I wrote to help sell it.
[00:09:15] Think about in terms of you guys. What are you trying to sell? Let's just say gym owners. You're trying to try to sell gym membership. What blog posts? It can be useful to help people find you that leads to people buying your gym. So keep it simple, stupid, don't write high advanced stuff. They don't need that stuff.
[00:09:34] It's more information based to lead to conversions and sales.
[00:09:39] Josh Kennedy: Thank you so much, James. That is it for today. Please don't forget to rate, review and subscribe. And if you want help getting more clients or patients, then book in for your free 15 minute strategy call with us by going to strengthmanners. com forward slash strategy.
[00:09:52] James Breese: And before we end, did we forget Andrew in this episode? We
[00:09:57] Josh Kennedy: didn't forget Andrew, we talked off air about whether [00:10:00] Andrew, you know, whether this was Andrew's wheelhouse or not, and we felt it was more yours. But if Andrew, if Andrew does, would like to say anything, please go ahead. I don't want you to feel left out, Andrew.
[00:10:09] I don't
[00:10:09] Andrew Wallis: feel left out. I was enjoying it. And, um, yeah, everything that James says go and do, but the key with it, I think, in just in closing is that, yeah, if we, if we niche down to, Then we suddenly position ourselves as the authority in that particular niche. And that's going to help you stand out, providing you're using the relevant keywords,
[00:10:29] Josh Kennedy: of course.
[00:10:30] There we go. He doesn't feel left out. He doesn't.
[00:10:33] James Breese: Marvelous.