David Lloyd CLubs are a leader in the UK health and fitness industry with 90+ UK based premier health clubs across the country. DAC were set the challenge of improving organic traffic to the David Lloyd Clubs website, increasing membership enquiry numbers and raising brand awareness & perception.
Our work included optimising important club pages to capitalise on the long tail opportunity: we merged two low ranking pages into one and then targeted locational keywords that had more search volume. We then carried out gap analysis to identify areas where David Lloyd Clubs were missing out on traffic due to not having supporting content. This highlighted the need to create new pages for David Lloyd Clubs services that did not rank (but had good search volumes). Finally, we created a blog to drive long-tail organic traffic to the website using exciting and relevant content. This provided David Lloyd Clubs with a platform from which they could communicate effectively with their audience, while also building their authority.
With DAC’s help, David Lloyd CLubs:
• Achieved a 19% increase in organic sessions and a 66% increase in enquiries across all pages.
• Optimised their ‘Clubs’ pages to receive an increase of +21% in organic sessions YoY and +62% increase in enquiries.
• Increased organic sessions by +192% and enquiries by +510% on new pages for ‘Swimming’ and ‘Tennis’.
• Built the authority of their blog, achieving the highest page authority among David Lloyd Clubs’ three largest competitors – all within 10 months!