Get my Free Digital Marketing Jumpstart Kit<\/a><\/div>\n<\/div>\n\n\n\nWhy Gymshark has taken this strategy?<\/h2>\n\n\n\n
One of the reasons is because they want to go after their own domain phrases, so they don’t have to do payouts to affiliate partners that they don’t have to actually cut if they were to just own it themself. The other thing that’s interesting as we start to work our way through the Gymshark blog though, is that they cover more than just their own brand phrases.<\/p>\n\n\n\n
As I started to scroll through Gymshark’s blog, I started to notice the brilliance of what exactly they’re doing. You’ll see things that cover their different product lines. But you’ll also see things that talk about things related to fitness overall, and you can see this in their major categories. They have a category for Gymshark, where they’re talking about all the different things around Gymshark.<\/p>\n\n\n\n
So this is all their Black Friday stuff. This is also talking about probably some of the athletes that are affiliated with Gymshark. But you also notice that they have things like conditioning and health sections, and these are where they start to dig into just general search phrases that people that are in fitness care about or things that their customers care about.<\/p>\n\n\n\n
And what this allows them to do is really position themselves as a thought leader or partner in the space as they’re helping their customers achieve their fitness goals. You’ll notice as well that all of these particular posts are branded with Gymshark gear. All of these people are wearing Gymshark gear. And so what they’re able to do is they’re essentially able to provide they’re customers as well as their prospects with content that might be useful for them. And they are doing it all with Gymshark gear on it.<\/p>\n\n\n\n
So it’s all just product marketing, it’s product placement, because if you were to search for this phrase for stretches to do before running to avoid injury. So let’s just look for a derivative of this phrase. So stretches every runner should do to avoid injury. All right. So I’m going to look for this and I can see the top result stretches every runner to avoid injury, they are ranking number one for this, right? So they’ve got the featured snippet. And so this is something in which if I were just a runner looking to avoid injury, I might land on Gymshark’s blog.<\/p>\n\n\n\n
And from here, I’d get all this product marketing in which Gymshark is pretty much just teaching me how to avoid injury, but also I’m just seeing this constant exposure to Gymshark’s brand of potentially interesting me in their product. So this is a really powerful approach to content marketing because it’s not as direct as what we saw at the Black Friday approach, however, it’s still really powerful because they’re getting organic placements from this.<\/p>\n\n\n\n
Is the strategy working?<\/h2>\n\n\n\n
So now that we better understand what Gymshark is doing, we have to ask ourselves, is this strategy even working? Sure, we have the example in which I just showed you in an incognito window when I was searching for ways to prevent injury for runners that they ranked in the top spot.<\/p>\n\n\n\n
But how possible is it that this is actually working at scale. To answer this question, we need to dig into Ahrefs. So what I’m going to do is I’m going to hop into Ahrefs and put in Gymshark central’s blog into Ahrefs. And what you can see here is that Gymshark’s blog is actually doing really well. In fact, they have 57,000 organic keywords that they’re organically ranking for along with an average traffic value of 68,000.<\/p>\n\n\n\n
And you also noticed that when I go into the organic search, and if I go into there all time, you’ll see that this has been a steady source of traffic over time for the last year or so since they launched it. So it looks like they launched this effort about a year or so ago, or at least that’s when the crawlers of Ahrefs started to see these results. And they’re doing well.<\/p>\n\n\n\n
And then when I dig into top pages, I can further validate this. If I go into top pages, you can see how the top phrases will give me an understanding of what sort of content strategy is working for Gymshark. In this case, they are ranking really well for our workouts. In fact, they’re the top placement for a phrase that gets 17,000 visits.<\/p>\n\n\n\n
I want you to just imagine for a second. If I get 17,000 monthly searches for a phrase and I have the number one spot that means I’m getting probably at least 1700 hits every single month. And when I go to this page, what’s probably happening as well is I am getting exposure to Gymshark you see how he’s wearing Gymshark, I’m seeing these models that are all wearing Gymshark apparel, and I’m learning about how to solve my problem with Gymshark.<\/p>\n\n\n\n
So that’s really powerful because this is essentially working over and over again in which they are creating five best exercise for better traps, best back stretches to improve flexibility and all of these things are giving them long tail phrases that lead to traffic. Traffic means that there are opportunities for conversions. Conversions means their sales and sales means a growing business. And that’s exactly what Gymshark has been doing over the years. So this strategy is clearly working for them.<\/p>\n\n\n\n
Another interesting thing we can do in Ahrefs is we can look in the organic search section and look at what other sites they are competing with. So you can see that Gymshark is competing with all maxnutrition.com, Legion Athletics, as well as Oxygen Mag. So just going into that site, let’s take a look at all Max Nutrition. You can see that this is pretty much nutritional website for fitness, and then you can see that Legion Athletics pretty similar as well. It’s pretty much a different nutrition supplements for fitness. So what they’re probably doing is they’re probably taking a very similar approach on their blog in which they are probably going over content very similar to this.<\/p>\n\n\n\n
And so you can see this is all long form content probably as well. Exactly the same sort of approach. So this is clearly working in the fitness space and Gymshark probably caught onto this and then wanting to make use of their strong domain authority as a whole in order to ride this wave as well.<\/p>\n\n\n\n
Big takeaways<\/h2>\n\n\n\n
There are really two big insights that I think you can remember from Gymshark’s example.<\/p>\n\n\n\n
- The first thing is don’t be afraid to adapt and introduce digital marketing later on in your brand. Gymshark didn’t start their blog until the last few years or so. And it was from years and years of building their core business that potentially they reached a upper end of where their organic business was coming from. And they realized that all of their competitors were getting all this free traffic that they could convert as well. And so don’t be afraid to jump on something later on once you’ve solidified your core business.<\/li>
- The second thing that I think you can learn from Gymshark Central is it’s all about positioning yourself as an authoritative source for content in your overall niche. Gymshark is a fitness apparel company. However, they’re writing articles on how to avoid injury before you go running. So they’re doing things that are tangentially related to their space because they want to be involved or at least relevant in the conversation regardless of where you might be in connection to your eventual purchase of fitness gear.<\/li><\/ol>\n\n\n\n
So what they’re doing here is they’re thinking about all the phrases that people might be searching for when it comes to fitness and then trying to work their way further on to be earlier on in the overall customer acquisition funnel. That way when somebody actually does get to that point where they’re looking for runner shorts or something like that, they will think in the back of their head to potentially check out Gymshark and their brand.<\/p>\n\n\n\n
If you found this article helpful, be sure to check out my YouTube channel<\/a> to get new videos every single week. I\u2019ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might also benefit from learning how Gymshark use SEO to grow their business.<\/p>\n\n\n\n