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The insights in this guide come from SEO expert and Squarespace web designer Connie Holen, who shared her actionable local SEO strategies during an OfferingTree webinar. Connie specializes in helping boutique fitness and wellness businesses improve their online visibility.
When someone in your area searches for “yoga studio near me” or “Pilates classes [your city],” does your business appear in the results? If not, you’re missing out on over 60% of the website traffic that established studios receive from Google.
Local SEO (Search Engine Optimization) is how you ensure your wellness business shows up when people are actively searching for the services you offer in your area. The statistics are compelling: 90% of online experiences start with a search engine, 84% of those searches have local intent, and over half of those searches result in clicks to Google Business Profiles.
The best part? Local SEO isn’t rocket science. With some strategic planning and the right approach, you can dramatically improve your visibility and attract more warm leads to your studio or practice.
Understanding Local Search Results: Where You Want to Be
When someone searches for services like yours, Google shows different types of results. At the top, you’ll see paid ads (which get about 19% of clicks). Below that is the “map pack” – those three business listings with pins on the map that receive over 50% of all clicks. Finally, there are organic website listings that get the remaining 30%.
Your goal is to appear in that map pack. Those are the golden spots that drive the most traffic to local businesses like yoga studios, Pilates centers, and wellness practices.
Priority One: Google Business Profile Optimization
Your Google Business Profile is your most powerful tool for local visibility. It’s free, it’s what puts you on the map (literally), and it’s the cornerstone of local SEO success.
Setting Up Your Profile
If you don’t already have a Google Business Profile, create one at google.com/business. If you think you might have one but aren’t sure, Google your business name while logged into your Gmail account. You should see a “Your business on Google” box appear if you have one.
Remember: if you have multiple locations, you need a separate profile for each one. Don’t lump them all under one headquarters listing.
Choosing the Right Categories
Your Google Business Profile category is the number one ranking factor for local search. Google offers 4,000+ categories, and you can select up to 10 (one primary, nine secondary). Choose the most specific category that fits your business:
- Use “Yoga Studio” if yoga is your primary offering
- Choose “Pilates Studio” if that’s your main focus
- Consider “Bikram Yoga Studio” if you specialize in hot yoga
- Avoid generic terms like “Wellness Center” unless it truly describes your business
The key is specificity. If 90% of your classes are yoga, don’t call yourself a “Physical Fitness Program” just to cast a wider net. Be specific to attract the right audience.
Optimizing Your Business Name
Your Google Business Profile title should match how your business is actually referred to in real life, including on your signage and logo. However, if you can legitimately include keywords, do it:
- “Orange Theory Fitness” (includes the keyword “fitness”)
- “Plank and Power High Intensity Pilates” (includes “Pilates”)
- “West Coast Sweat Long Beach” (includes location)
Only add keywords that are genuinely part of how you refer to your business. Google wants authenticity, not keyword stuffing.
Priority Two: Your Website’s Role in Local SEO
Your Google Business Profile links to your website, and Google examines that linked page to verify you actually offer the services you claim. This creates a powerful opportunity to reinforce your local relevance.
Optimize Your Homepage Title
The page title (what appears in your browser tab) is crucial for SEO. Instead of just “Home” or your business name, include your location and primary services:
- “Pittsfield Massachusetts Yoga Studio | Radiance Yoga | The Berkshires”
- “Glen Ellyn Yoga and Pilates Classes | Balance Studio | Illinois”
Include Keywords in Your Headlines
Your homepage headlines should naturally incorporate your service keywords and location. Look for opportunities to mention your services and area throughout your content:
- “Discover strength, find peace, cultivate connection through yoga and Pilates reformer classes in Glen Ellyn, Illinois”
- “Glen Ellyn’s only yoga and Pilates studio offering all classes under one roof”
This tells both Google and potential clients that they’re in the right place.
Complete Your Profile Information
Completed Google Business Profiles are seven times more likely to get clicks. Fill out everything that applies to your business:
- Add photos (aim for 20+ high-quality images)
- Include your services and descriptions
- Link to your social media accounts
- Verify your listing with Google
- Keep your hours and contact information current
Building Your Review Strategy
Reviews significantly impact your local search rankings and build trust with potential clients. However, this isn’t about getting a burst of reviews all at once – Google values consistent review velocity over time.
A Proven Review Collection System
The most effective approach combines in-person requests with easy follow-through:
- Ask in person: After a great class or session, personally ask satisfied clients if they’d be willing to leave a review
- Provide a QR code card: When they say yes, hand them a card with a QR code that links directly to your Google review page
- Make it easy: Google provides QR codes through your Business Profile that take people straight to the review form
This method works because people verbally commit to you face-to-face, and the physical card serves as a reminder when they get home.
Keyword Strategy: Understanding How People Search
Before optimizing anything, you need to understand how your ideal clients search for services like yours. This involves two components:
- Service keywords: How people search for what you offer (yoga, Pilates, barre, etc.)
- Location keywords: How people specify where they want to find services (city names, neighborhoods, “near me”)
Effective local keywords combine both elements: “Pilates studio Costa Mesa” or “yoga classes Orange County.”
Create a list of 10-20 keyword combinations that represent the maps you want to appear on when people search. Don’t overthink this – focus on the obvious terms that make sense for your business and location.
The Long Game: Content and AI Overviews
Google’s AI Overview feature is increasingly showing results for more specific searches like “What’s the difference between Pilates and yoga?” or “Yoga Nidra workshops near me.” These searches represent opportunities to showcase your expertise and attract new clients.
To appear in AI Overviews:
- Create educational content answering questions your clients frequently ask
- Develop dedicated pages for specialized services (workshops, teacher training, etc.)
- Include any awards or recognition in your website copy
- Focus on being genuinely helpful rather than promotional
This represents the next level of SEO – moving beyond basic optimization to becoming a trusted resource in your field.
Implementation: Your SEO Action Plan
Local SEO breaks down into two categories of tasks:
Priority One (Do These First):
- Set up and optimize your Google Business Profile
- Optimize your homepage title and headlines
- Implement a review collection system
- Ensure your website mentions your location prominently
Priority Two (Long-term Strategy):
- Create educational blog content
- Build local links and partnerships
- Develop content for AI Overview opportunities
- Monitor and refine your keyword strategy
For most local wellness businesses, completing the Priority One tasks will provide significant improvement in visibility. These are one-time optimizations that continue working for your business over time.
The OfferingTree Advantage
If you’re using OfferingTree to build your website, many SEO best practices are already built into the platform. The system includes SEO-friendly page titles and descriptions, mobile optimization, and fast loading speeds – all technical factors that support your local search rankings.
OfferingTree’s marketing tools also integrate seamlessly with your SEO efforts, helping you create content, manage client communications, and track which marketing efforts drive the most bookings.
Taking Action
Local SEO success comes from consistency and authenticity, not tricks or shortcuts. Start with your Google Business Profile, optimize your homepage, and implement a sustainable review collection process. These foundational steps will put you ahead of competitors who haven’t prioritized their online visibility.
Remember: Google leads are the best kind of leads because they represent people who already know they have a problem and are actively seeking solutions. When someone searches for yoga classes in your area, they’re not just browsing – they’re ready to take action.
The time you invest in local SEO today will continue paying dividends for months and years to come. Every improvement you make helps more people in your community discover the transformative services you offer.
Ready to optimize your wellness business for local search? Download our Local SEO Checklist for Small Businesses to ensure you don’t miss any crucial steps.
