From 2009-2014, periscopeUP worked with a high-end regional fitness club to improve its online visibility. This fitness club had multiple locations throughout the Baltimore area, and in 2012 was rated among the top gyms by Baltimore Magazine.
The online space for fitness centers, personal trainers, specialty gyms and group classes is very crowded. There are hundreds of websites producing content and vying for the attention of consumers. Early in our engagement, the client launched a new website without fully considering how to best utilize the existing blog content. Following a content audit, we assisted with the optimization of hundreds of pages of previously published content and the subsequent migration of this content to the new website.
In concert with the content optimization project, we developed a list of future article topics relevant to the most promising results from our keyword research. Going forward, the resulting content calendar guided the regular development and implementation of website content. Over the course of the 5-year engagement, site visits from new users steadily grew from approximately 1,000 per month to approximately 7,000 per month. In 2015, the fitness club was acquired by a national company that specializes in running upscale fitness centers.
The positive results shown in the graph below illustrate the effectiveness of a well-executed content generation plan. A site that produces highly relevant content with good frequency will garner impressions for key terms and attract new site visitors.