Using unique insights to boost an already market-leading brand
PureGym already had excellent visibility. So how could we boost their rankings further, while driving relevant non-member traffic and increasing new member sign-ups? It all started with behavioural analysis and insights that would ultimately feed into every aspect of our work.
What we did
Using behavioural analysis to drive visibility
increase in membership sign-ups
increase in 1st place SERP positions
overall visibility increase
Appealing to PureGym’s potential new customers was key, so our strategy honed in on ‘non-gym goers’. Using extensive keyword research and online behavioural analysis, we drilled down to define audience segments, and gained a better understanding of their attitudes to exercise and fitness and the blockers that were stopping them joining a gym and getting active.
Focused content and PR campaigns targeted specifically at our audience segments helped drive visibility. On-site, technical optimisations maximised visibility for keywords that were influential for non-brand gym sign-ups.
“We started working with Propellernet in May 2019 for SEO and digital PR before expanding into content. We’ve been really happy with the quality of both strategy and execution, as well as the strength of results.”