When it comes to marketing, INBOUND is always better than OUTBOUND. That is, your users should be knocking on your door instead of you knocking on theirs.
But, how do you get users to come to you? Well, one of the best ways is through SEO!
Here's how it goes:
Users search a query ➝ Google leads them to you ➝ You convert them to paying users!
Of course, it isn't as simple as it sounds. Creating high-conversion pages takes a lot of effort & experimentation.
But, one company that does a great job at creating high conversion pages at scale is Cult.fit!
Cult.fit dominates the fitness-tech industry with INR 160 crore revenue, more than 2 million users and monthly organic search traffic of ~400,000!
So, let's learn how Cult.fit gets users from Google and converts them to paying customers.
First, what exactly is Cult.fit?
Cult.fit is a one-stop fitness hub. It offers both offline and online fitness services. Like the famous cult gyms or the online home workouts.
This Zomato-backed startup also offers online consultation with doctors and therapists. Basically, everything from healthy recipes to workout regimens to professional care, Cult.fit has it all.
How are they doing SEO-wise?
Cult.fit is among the most popular brands in the Indian fitness industry. So, anyone trying to get into fitness will naturally want to try it out. And, their massive budget of INR 83 Cr on advertisements and promotions definitely helps with the popularity.
But, for their online business segment, organic traffic through SEO works incredibly well. In fact, over 43% of all traffic coming to Cult.fit's website, comes through search!
Let's look at some of their numbers!
- Traffic = 397K
- Organic keywords = 103K
- Backlinks = 4.8M
- DR (Domain Rating) = 64
So, Cult.fit seems to be doing very well on the SEO front. But, let's first look at some of its top subfolders.
Let's investigate Cult.fit's subfolders
Cult.fit's top subfolders are:
- cult.fit/live ⇒ 99K
- cult.fit/fitness ⇒ 90K
- cult.fit/cult ⇒ 72K
- cult.fit/care ⇒ 49K
The overall traffic to Cult.fit's website is pretty much evenly distributed among these subfolders.
But, today we'll be discussing a very specific templates page with the
Let's understand why these pages are special!
Template Pages & CTAs
So, the "doctor-consultation" pages are essentially different template pages of the type:
These pages rank for the "near me" type keywords that have high volume and low KD (keyword difficulty ⇒ how easily you can rank for a keyword). So, they are a) easy to rank and b) bring huge traffic.
- dermat near me ➝ Volume = 180,000 , KD = 13
- ent doctor near me ➝ Volume = 97,000, KD = 12
- orthopedics near me ➝ Volume = 29,000, KD = 11
- eye specialist near me ➝ Volume = 22,000, KD = 19
Let's take the example of the /dermatologist page to understand these templates better.
The page is basically split into the following headers:
- H1 = Dermatology Consultation
- How it works
So, the page has all the necessary information to explain how a dermatologist consultation works. The content under each heading and subheading changes according to the page.
But, what's more interesting is the final CTA (call-to-action) that pushes users to book a professional dermatologist for a consultation.
a) Cult.fit gets organic users and then,
b) they move them to spend money on a consultation
A part of that booking fee goes to the platform as commission. So, Cult.fit not only gets users but also converts them into paying customers with these relevant CTAs, completing the entire conversion cycle.
How did we implement the same strategy at Flexiple?
Our client-tech pages on Flexiple also follow the same strategy as Cult.fit's templated pages.
Our startup Flexiple basically helps companies hire top freelance tech talent.
Here's what these client-tech pages look like.
These "hire <tech> developers" pages are templated pages that target clients who'd be searching terms like:
- hire react js developers
- hire python developers
- hire nodejs developers
Let's take the example of /react page to understand this better.
- Firstly, the keyword "Hire ReactJS Developers" is embedded throughout the page.
- The rest of the page includes testimonials and a list of top react developers.
- Towards the end, there is a comprehensive guide to hiring react developers.
Now, based on the technology, this information changes under each section.
Similar to Cult.fit, we also have CTAs to convert these organic users into clients.
Ultimately, the goal of any business is to get paying customers.
So, while you work on SEO to get more traffic, you should also think about adding relevant CTAs that convert those users into paying customers.
An ideal way to approach this is to create both:
- High traffic pages ⇒ for brand awareness
- High conversion pages ⇒ for paying customers
And, when you inter-link the high traffic & high conversion pages, your chances of ranking for even difficult terms or keywords increases multi-fold!
Remember: SEO isn't just about rankings. It's about rankings, traffic, conversions, and customers!