The health and wellness industry in Australia is witnessing unprecedented growth, driven by the increasing prioritisation of physical and mental wellbeing. With a market size valued at over $45 billion and projected to grow at an annual rate of 5% over the next five years, the sector is more robust than ever before. This expansion is propelled by the rise in health-conscious individuals who are actively seeking out ways to enhance their fitness, mental health, and overall quality of life (source).
Why Are Australians Becoming More Health-Conscious?
The heightened focus on health and wellness can be attributed to a combination of factors. The aftermath of the COVID-19 pandemic has led to a greater awareness of the importance of health, while lifestyle diseases such as obesity, diabetes, and mental health challenges continue to encourage people to adopt healthier habits. Australians are now more proactive in preventing health issues rather than just treating them.
As a result, they turn to digital channels like Google to research their health options, find local services, and gain insights into new fitness trends. In fact, Google searches for health and wellness topics have increased by over 40% in the past four years, with a noticeable surge in fitness-related keywords.
Top 3 Health & Wellness Search Trends in Australia
The three keywords that have consistently topped Google’s charts and shown year-on-year growth in Australia are:
Gym Memberships
Searches for “Gym Memberships” have shown steady growth, especially as restrictions ease and people return to structured fitness routines. This keyword is primarily searched by individuals between 18 and 44 and is a critical search term for gyms, fitness centres, and related businesses looking to attract consistent foot traffic and membership sign-ups.
Strength Training
Strength training has gained significant momentum, with searches for this keyword growing by over 20% each year. It’s particularly popular among individuals aiming to build muscle, improve athletic performance, or pursue fitness goals beyond cardio. Gyms, fitness instructors, and even online fitness platforms can benefit immensely by optimising their content and ads for this keyword.
Pilates
The keyword “Pilates” has become increasingly popular, especially among the 25 to 45 age group looking for low-impact exercise options that promote flexibility and core strength. With searches spiking each year, this niche offers significant opportunities for Pilates studios, fitness influencers, and wellness centres to position themselves prominently in search results.
How Health & Wellness Businesses Can Leverage This Trend
With the growing interest in health and wellness, business owners must ensure they are visible online for these trending keywords. This is where strategies like Search Engine Optimisation (SEO) and Google Ads become invaluable.
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Local SEO for Gyms & Clinics:
Local SEO is essential for health and wellness businesses that rely on foot traffic and community engagement. By optimising for location-specific keywords like “gym near me” or “Pilates in castle Hill,” businesses can rank higher in local search results, driving more inquiries and visits from nearby customers.
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Google Ads:
With Google Ads, businesses can capture immediate visibility for high-intent keywords. Investing in targeted ads for trending keywords such as “Gym Membership Deals” or “Strength Training Programs” can place your business right in front of potential customers when they’re ready to act.
Benefits of SEO & Google Ads for Health & Wellness Businesses
- Increased Visibility – Rank for high-impact keywords and appear in local searches.
- Higher Conversion Rates – Attract customers who are actively searching for your services.
- Sustained Growth – Build long-term brand recognition and engagement.
XGYM Case Study: SEO Success in Health & Wellness
One business that successfully leveraged this strategy is XGYM, a 24/7 gym with multiple locations in the Hills District of Sydney. Facing low online visibility and tough competition from established local gyms, XGYM sought to boost their presence not just for gym memberships but also for their specialised services like Dexa Scans.
Before the SEO Campaign:
- Low initial visibility, with most of their keywords ranking on Page 8 or beyond.
- Competing with larger, well-established gyms in the area.
- Balancing focus between promoting general gym memberships and niche services like Dexa Scans.
SEO Solutions Implemented:
Digital Presence tackled XGYM’s challenges with a dual-focused SEO strategy. First, we concentrated on local SEO to solidify their reputation as a 24/7 gym in the Hills District, targeting both their Castle Hill and Bella Vista locations. Simultaneously, we optimised multiple “dexa scan” keyword variants to increase visibility across Greater Sydney.
Results:
- 14 new keywords in the Top 1 and 17 new keywords in the Top 3.
- 132% surge in overall SEO traffic.
- Keywords related to “Dexa Scan” jumped from Page 8 to Page 1 and 2.
- 29 new gym sign-ups from SEO traffic in the first month alone.
XGYM Testimonial:
“Digital Presence has helped out our SEO, and we are already noticing results after just one month. A lot more traffic, which is helping our walk-ins and inquiries for the gym! Thanks, Digital Presence!” — Daniel Felstein, Owner and Coach
If you’re a health and wellness business looking to leverage these industry trends and boost your online visibility, Digital Presence can help. Our tailored SEO and Google Ads strategies are designed to elevate your brand and connect you with more customers.
Contact us today on 1300 867 726 or visit our website to see how we can optimise your presence in the health and wellness niche!
