Writing For Fitness Industry

You don’t need to be Forbes or Healthline to dominate the SERPs.  You just need to organize your content like they do. We used “Power Hubs” to grow a health site’s traffic by 61% in 6 months… and go from 1,405 to 2,288 ranking keywords. Here’s how you can do the same (even if you’re not a DR90 giant): First, what are “Power Hubs”? They're strategically connected content clusters that convince Google you're THE authority on a topic. Each Power Hub is built around: • 1 comprehensive pillar page • 4–8 in-depth cluster pages • Smart internal linking between them Why Power Hubs work so well: • Rank for 5-10X more keywords with the same effort • Keep users on your site longer • Create multiple entry points to your content • Reduce the risk of algorithm updates Here’s how to build one: Step 1: Pick your pillar topic Open Ahrefs Keywords Explorer. Search a broad topic in your niche (e.g., “vitamin D”). Click “Terms Match,” then use the “Group by terms” filter. You’re looking for groups with: • High search volume • Multiple variations • Informational value • Commercial intent Example: “vegan pasta recipes” is ideal. It has depth and variations. “Pasta” alone is too broad. Step 2: Find 4–8 strong clusters Now take that pillar term and plug it back into Ahrefs. Use the same process to find related, more specific subtopics: • “vegan pasta salad recipes” • “pasta sauce recipes vegan” • “vegan pasta dough recipes” Each one becomes its own page, covering the subtopic in full. Step 3: Write the pillar page This is your foundation for the entire Power Hub. It should: • Cover the main topic comprehensively • Include a table of contents • Link to every cluster page • Provide genuine value on its own Search your main keyword in Google and analyze the top 5 results: • What subheadings do they use? • What questions do they answer? • What content formats do they have? Then make yours better with original examples, unique data, better visuals, clearer structure. Step 4: Write your cluster content Each cluster page dives deep into its specific angle. Same research process as the pillar: • Study competitors • Cover key variations • Go deeper • Link back to your pillar While your pillar page gives a comprehensive overview, cluster pages dive deep into specific areas. This creates the perfect balance of breadth and depth that Google rewards with higher rankings. Step 5: Link everything the right way Use this structure: • Pillar → ALL cluster pages • Each cluster → Pillar page • Clusters → Other relevant clusters • Other site pages → Both pillar and clusters Be intentional with anchor text: • From pillar → use keyword-rich anchors • From clusters → use broad-topic anchors • Vary your anchor text naturally Bonus tip: Link from high-authority pages If you have existing pages with strong backlinks or traffic, add contextual links from them to your new Power Hub. This passes authority to your new content and helps it rank faster.

If your blog isn’t ranking, it’s probably missing one of these 3 basics 👇 (And no, it’s not about posting more often.) After writing and optimising 300+ blog posts, I can tell you: When your content isn’t ranking; It’s rarely because of the algorithm. It’s usually because of the foundation. Here are 3 blog basics most wellness brands skip (but shouldn’t): 1. No clear keyword strategy You're writing what you want to say, not what your audience is searching for. 📉 No search intent match = low visibility. ➡️ Fix this by researching long-tail, low-competition keywords ➡️ Build topical authority by grouping related blog posts ➡️ Focus on helping, not just promoting 2. Weak blog structure Google doesn’t just read your content; it scans it. If your blogs are huge walls of text with no formatting, You’re making it harder for both readers and bots. ✅ Use H2s, short paragraphs, and internal links ✅ Add images and CTAs naturally ✅ Make it visually skimmable (especially for mobile) 3. No blog updates You hit publish and forget it. But Google rewards freshness. Go back and: 🔁 Update stats 🔁 Improve readability 🔁 Link to newer blogs 🔁 Add missing keywords When we did this for a wellness client, traffic doubled in 90 days; no new content was needed. You don’t need more content. You need better content. Content that’s written with strategy, structure, and staying power. Want my help? DM me! Let’s fix what’s actually stopping your blog from ranking 👊

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

89% of websites drive ZERO organic traffic. Not because finding keywords is hard. But because they target impossible keywords they'll never rank for. Here's my 5-step process to find low-competition keywords 👇 — Step #1: Create a list of seed keywords for your niche For example, if you're in the fitness niche: • Lose weight • Gain muscle • Working out • Home workout • Body transformation Pro tip: Ask ChatGPT to generate seed keywords specifically for your niche. — Step #2: Run your seed keywords through Semrush - Take all seed keywords to Semrush - Set keyword difficulty filter to 0-30% - For high buyer intent, set CPC to $3+ - Extract all results to a Google Sheet - Repeat for each seed keyword — Step #3: Don’t take the keyword difficulty metric at face value For each potential keyword: • Google it manually • Check who's ranking on page 1 • Look for big brands vs small websites • Assess content quality of top results • Check for SERP features that might block you If dominated by huge sites, it's not truly "low difficulty." — Step #4: Use AI to find even more keywords Once you have 100+ low-difficulty keywords: • Copy-paste them all into ChatGPT • Ask it to identify patterns in your keywords • Generate dozens of new keywords About 50% will be useless, but the other 50% will be golden opportunities. — Step #5: For your final list: • Take the keywords that make sense and add them to your list • Extract the keyword difficulty from Semrush • Double-check with manual searches • Sort by ascending difficulty • Start creating content for easiest wins first

0 to 1 million impressions within 6 months for a physiotherapy clinic by using the following strategies that you can replicate: Context: I launched a targeted content campaign for a local physiotherapy clinic, starting with minimal online presence. By leveraging strategic SEO insights and AI-powered content creation, we transformed the clinic's online visibility in just 6 months. Here’s the impact: 50+ keywords in positions 1-3 3.3k+ keywords in positions 4-10 Achieved 35k+ clicks in under 6 months Started ranking and attracting new patients within 3 weeks of launching Generated significant revenue from online bookings Here’s how you can do it too: 1. Understand Your Target Audience: Dive into the specific needs and concerns of your patients. → Review common patient queries and pain points. → Create content centered around these issues. → Use keyword research tools to discover what potential patients are searching for. 2. Keyword Research: Finding the right keywords is crucial. Focus on long-tail keywords with local intent to attract patients who are searching for services in your area. → Tools like KWfinder can help you identify keywords your competitors are targeting. → Pay attention to local search terms, such as "physiotherapy near me" or "best physiotherapist in [city]." 3. Study Your Competitors: Analyse top-ranking physiotherapy clinics in your area. → Use tools like Detailed to evaluate their content, headings, links, and more. → Identify gaps in their content strategy and opportunities to outrank them. 4. Choose Scalable Topic Series: Identify a series of topics related to physiotherapy that can generate ongoing traffic. → Consider topics like "rehabilitation exercises," "sports injury prevention," and "chronic pain management." → Develop comprehensive content around each topic. 5. 1-Up Their Content: → Check the length and depth of your competitors’ content. → Ensure your content meets or exceeds the search intent. → Provide more value through detailed guides, patient testimonials, and expert advice. 6. Structure the Website Architecture: Create a dedicated section on your website for your AI-driven content. → This could be a blog, resource center, or FAQ section. → Ensure the content is well-organized and easy to navigate. 7. Use AI to Scale: While AI might not establish expertise on its own, it can help you scale by generating content like: → Patient education materials. → Service descriptions and FAQs. → Meta descriptions and calls to action. Test different formats and refine based on patient engagement. 8. Publish as Soon as Possible: The earlier you start, the faster you'll see results. → Publish consistently to build momentum and start ranking sooner. → Optimise and update your content regularly to maintain and improve rankings. These strategies helped me take a local physiotherapy clinic from obscurity to 1 million impressions in just 6 months. Implementing these steps can help you achieve similar success!

I've been writing copy for 11 years and studying the best performers for even longer. Here’s 18 copywriting principles that actually move the needle: 1) Your headline has one job Get people to read the next line. That's it. Bad: "Revolutionary AI-powered email platform" Good: "Your emails are probably going to spam" 2) Sell the outcome, not the process People don't want a gym membership. They want to look good naked. "Advanced fitness tracking technology" => "See your abs in 90 days" 3) Make it scannable Most people don't read. They scan. So write for scanners. Use short sentences. Like this. And this. Break up long paragraphs. 4) Address the elephant in the room If people are thinking it, say it first. "Yes, another project management tool" beats pretending you're the first one ever made. 5) Use the word "you" more than "we" Count them in your copy. You should win by a landslide. "We help companies scale" => "You can scale without losing your mind" 6) Write like you're texting a friend Forget "professional" copy. Real language wins. "Leverage our solutions to optimize" => "Here's how to fix this mess" 7) Lead with the problem, not the solution People need to feel the pain before they want the cure. "Advanced CRM features" => "Your deals are falling through the cracks" 8) One idea per sentence If you can add "and" to your sentence, it's probably too long. Split it up. 9) Use numbers (but make them believable) "Thousands of customers" sounds made up. "2,847 customers" sounds real. 10) Test your copy on your mom If she doesn't understand what you do, rewrite it. 11) Delete every "very," "really," and "quite" They weaken everything. Your product is either good or it isn't. 12) Start with the biggest benefit Bury the lead in journalism. Lead with it in copywriting. "Save time, reduce costs, improve efficiency" => "Cut your workload in half" 13) Use power words (sparingly) Free, new, proven, guaranteed, instant. But don't sound like a used car salesman. 14) Write buttons that continue the conversation "Submit" tells people to stop talking. "Show me how" keeps them engaged. 15) Create urgency without lying "Limited time offer" is played out. "Price increases next month" is honest urgency. 16) Show, don't tell "User-friendly interface" => Screenshot of the actual interface "Fast results" => "Results in 24 hours" 17) Use "because" to justify anything Harvard study: People will do almost anything if you give them a reason. "Buy now because..." always works better than "Buy now." 18) End with one clear next step Don't give people 5 options. Give them one obvious choice. Multiple CTAs = confused customers = no sales. TAKEAWAY: Good copy isn't about being clever. It's about being clear. Clear wins every time.

When copy only talks features and benefits, it’s boring. It sounds like every other brand out there. People scroll past it. People who feel like they’re being sold to? (99.9% of the time, they'll hate it) And that’s totally fair. It’s human instinct. “Being sold to” often feels like being taken from. (No one likes being robbed off.) But that only applies when the offer lacks real value. Not when you know your product or service can truly help. When you're confident in what you bring to the table, you earn the right to do this in your copy: Support your audience’s dreams. Skip the surface-level benefits. But dig deeper. Talk about the hidden benefits. The ones tied to the dream outcome. The real transformation they want (even if they don’t say it out loud). Your copy becomes a mirror for their aspirations. Here’s what it looks like: From features > to hidden benefits > to dreams. Services: Courses: teach you → open the path to freedom Coaching: guide you → help you build a healthy, sustainable life Writing: attract clients → turn words into income Products: Weight loss supplements: help lose weight → support a confident lifestyle Clothing: clothe you → empower you to express who you are Journals: a space to write → a tool to manifest your goals Support the dreams they don’t say out loud, but feel deeply. The version of themselves they’re wanting badly. Let them see it through your words. In the end, they make the choice. But you’re the guide who showed them what’s possible. Support their dreams intentionally in your copy. And just watch what happens. P.S. I'm drawn to places that offer a good Amaretto drink, that's probably them supporting a lil dream of mine. lol

I ranked a fitness brand for "lifting belt" (10K monthly searches) in just 3 months. They went from position 11 → position 1. Their organic revenue jumped 55% ($5,600 → $8,700 monthly). Most SEO agencies would've spent the first month on technical audits. We didn't. Instead, we turned around core technical fixes in a matter of days. While technical SEOs cried about "site speed" on Linkedin, we moved on to revenue-generating activities. The brand had 10-15 existing collections, many with zero content. We completely rewrote their collection pages using search console data to identify missed opportunities. Beyond optimizing their main lifting belt collection, we created 4 additional specific collections: - Women's lifting belts - Olympic weightlifting belts - Powerlifting belts - Lever belts Each now ranks #1 or #2 for their respective keywords. When a powerlifter searches for "powerlifting belt" specifically, they convert at a much higher rate than they would on a general "lifting belt" page. This is common sense, but many SEOs stop after finding their main keyword. They ignore "smaller" keywords. More specific searches attract higher-intent buyers. Drill this idea into your brain... it's essential to revenue-driven SEO. For backlinks, we built 5-10 quality links monthly using reactive PR (branded anchors to homepage) and niche link insertions (to collection pages). That's it. Two core strategies made all the difference. Concentrated effort on one section of the site at a time works faster than diluted effort across the entire site. That's how we hit #1 in 3 months instead of 9.

My content strategy framework👇 Your content strategy (as a brand or an individual) is ideally the intersection of ⭐️ Your brand positioning → How you want to show up in the world → What you want people to remember you by and know you for → What type of emotional connection you want to bridge with people ⭐️ What your community/customers want → Why people come to you and trust you → What kind of questions they ask you most often → What they want to see more of from you ⭐️ What’s going on in the competitive landscape → What’s trending → What are people searching for → Across what’s popular at the moment, where are other brands missing the mark? → How can you hit on what’s relevant while also filling a gap other players haven’t nailed yet? ——— How this shows up in practice👇 1️⃣ You need to have foundational “base hits,” but with a distinct POV These typically aren’t “home runs,” aka content that gets crazy high engagement, but it’s the glue that holds it all together. It’s what makes your brand make sense to a new consumer when they come to your page or website for the first time. ………. These ^ foundational pieces are what enable you to take more content risks as a brand too. Cause you’ll always have those basics to ground you. ………. Every category you want to take a stance in as a brand, you need to cover the primary topics that fall in that category well, but with a unique POV. You have to stand for something different amongst competitors. ——— 2️⃣ Every trend or cultural moment you hit on needs to be filtered through your brand and community 1st You have to ask, “Does this feel true to who we are and what our community will resonate with?” If not, it’s a pass. Regardless of how “hot” it is at the moment. ……….. My favorite ways of sticking true to this → ✨Take trends and content you see out in the open, then put your own spin on it ✨Combine multiple relevant ideas into a whole, then wrap it up with your own bow (Using your brand’s ethos as the guiding force, of course) ——— 3️⃣ Steal ideas from your community on the reg When in doubt, listen to your customers. They consistently have the answer. Look at comments on social, customer service tickets and transcripts, Reddit threads, Facebook group commentary, etc. ………. Then turn those ^ questions and interesting discussion points into content. When done thoughtfully, I’ve rarely seen this fail. ——— What’s your content strategy playbook? #contentstrategy #contentmarketing #contentcreation