How SEO helped KX Pilates attract more members online
KX Pilates pairs Pilates principles with cardio in a signature 50 minute class built for strength, balance and endurance. In a crowded fitness market, they partnered with OMG to grow organic visibility and turn more local searches into new members.
78%
Increase in total ranking keywords
51%
Increase in top 10 rankings
67%
Increase in organic visits
Services
Industries
- Beauty & Wellness
Challenges
Despite offering a unique and effective fitness program, KX Pilates struggled to enhance online visibility in a highly competitive digital landscape. Their goal was to attract new members through digital channels and drive organic traffic via a targeted SEO campaign launched in September 2023.
The Pilates industry, while still niche, is highly competitive, with numerous studios and online platforms vying for the attention of fitness enthusiasts across Australia. Our audit identified several technical issues hindering their website’s performance.
Key Challenges Identified:
- Low keyword visibility and indexation.
- Insufficient organic sign-ups.
- Intense competition in the Pilates vertical.
- Suboptimal metadata and other on-page elements limited their search engine visibility.
Our Approach
Our SEO Gurus crafted a strategy to drive high-quality, targeted traffic to their website and boost sales of their “introduction pack” across all studios. Through a multifaceted plan that covered technical optimisation, content strategy, and targeted promotion, we aimed to achieve a 15% increase in total organic sessions over a six-month period.
Strategy & Execution
Initial Audit
We conducted a complete assessment that revealed poor metadata and other technical errors that hindered KX Pilates from ranking for crucial high-volume keywords.
TLC Model Implementation
We implemented our proven TLC (Technical, Links & Content) model, initially focusing on rectifying technical issues to establish a solid foundation.
Content Makeover
We developed unique, SEO-centric content optimisations and expansions for their website, as some category pages had very thin content. We focused on improving the web pages around service-based keywords like “reformer Pilates classes” and geo-centric ones like “Pilates studio Sydney”.
High-impact Technical Tweaks
We improved footer navigation and other elements to send clearer ranking signals to Google and strengthen the site’s technical health.
Backlink Acquisition
We focused on acquiring quality backlinks to improve organic traffic and keyword indexation, laying a solid foundation for long-term growth.
Key Results
Organic Results (6 months):
- Increased total clicks by 31% (from 20.2K to 26.4K)
- Increased total impressions by 15% (from 469K to 540K)
- Increased organic sessions by 44% (from 227K to 328K)
Keyword Reach Results (6 Months):
- Top 3 keywords indexation increased by 26% (from 574 to 723)
- Top 4-10 keywords indexation increased by 81% (from 490 to 888)
- Total keyword indexation increased by 78% (from 4,704 to 8,371)
Priority Keyword Movements (6 Months):
- ‘Reformer Pilates classes’ – ranking from #3 to #1 (SV: 2,900)
- ‘Pilates classes’ – ranking from #3 to #2 (SV: 14,800)
- ‘Pilates class’ – ranking from #6 to #2 (SV: 14,800)
- ‘Pilates studio Sydney’ – ranking from #5 to #4 (SV: 170)
- ‘Pilates studio’ – ranking from #7 to #6 (SV: 14,800)
- ‘Pilates instructor course’ – ranking from #43 to #9 (SV: 1,900)
- Domain Authority Results
- Increased domain authority score from 36 to 45 (36% increase)
- Increased number of referring domains from 141 to 161 in 6 months
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