+87% more sign-ups via SEO and better visibility in AI search engines for Gym Royale

We deliberately chose an approach in which SEO is not just about rankings, but is linked directly to memberships and being mentioned for relevant questions.

That's why the focus was on three pillars:

1. SEO for Google with a focus on conversions

We optimised all key pages, improved CTAs, added USPs and rebuilt tracking around real goals such as trial classes and memberships.

2. Visibility based on real questions & local search intent

Many gym websites write from the perspective of what they offer. We turned that around and wrote from the questions people actually ask.

So not just:

HYROX training Amsterdam

but also:

• Where can I do kickboxing in Amsterdam Noord?
• Which gym offers Jiu Jitsu?
• What's a good gym for beginners?

By answering these questions clearly on the website and working them into titles, headings and FAQs, Gym Royale became easier to find in Google and in AI platforms such as ChatGPT. We also added local signals such as “Amsterdam Noord”, opening hours, directions and neighbourhood information, essential for reaching the top in local searches.

3. Being found better in AI search engines

More and more people don't just search via Google, but also ask their questions to tools such as ChatGPT, Bing Copilot and Perplexity. That's why we adapted the website copy so these platforms understand when Gym Royale is the right answer. In the end, the most important thing was still that the copy matched the target audience's search intent at each stage of the customer journey.

We added clear FAQs that respond to questions people really ask, such as:

• “What's the best martial arts gym in Amsterdam Noord?”
• “Where can I train HYROX in Amsterdam?”

We also wrote short, clear answers that AI systems can easily pick up and use.

Thanks to these changes, Gym Royale is now mentioned more often when someone asks a question about martial arts classes, HYROX or Jiu Jitsu in Amsterdam, both in Google and in AI search engines.

We started with a broad review of all the content on the website and looked at which questions people in Amsterdam really ask about martial arts, HYROX and fitness. Based on that, we tackled and improved the most important pages.

Among other things, we:

• added local terms such as “Amsterdam Noord”, so people in the area can find Gym Royale more easily
• rewrote copy so it answers questions such as “Where can I do kickboxing in Amsterdam Noord?”
• made the website clearer, so Google and visitors find what they're looking for faster
• added internal links, so key classes such as HYROX, kickboxing and Jiu Jitsu perform better

Because more and more people search via AI platforms such as ChatGPT, we took that into account too.
We:

• wrote clear FAQs that respond to frequently asked questions
• added short answers that AI systems can easily pick up
• worked in terms people use when looking for a gym or martial arts class in Amsterdam

This approach led to immediate rises for important keywords, such as:

• Hyrox training Amsterdam: 11 → 8
• Kickboks gym: 11 → 9
• Kickboxing classes: 11 → 8
• Brazilian Jiu Jitsu training: 6 → 4
• Kickboxing gym near me: no ranking → 9
• Sportschool Amsterdam Noord: no ranking → 10