How Cult.fit gets 400K monthly organic traffic via SEO?

Cult.fit is a huge fitness brand that made INR 160 crores in FY21! They get 43% of their traffic using Google search with a brilliant SEO strategy. Let's find out what it is!

18th August 2022
3 min read

In a nutshell

In marketing, INBOUND is always better than OUTBOUND! Your users should be knocking on your door instead of you knocking on theirs.

To get your users to come to you, SEO is one of the BEST marketing channels. Here's how the flow goes:
Users search a query ➝ Google leads them to you ➝ You convert them to paying users!

But, it's not as easy as it sounds. Creating high-conversion pages takes a lot of effort and experimentation
Cult.fit is incredibly good at creating templated high-conversion pages! They dominate the fitness-tech industry with INR 160 crore revenue, more than 2 million users and monthly organic search traffic of ~400,000!

Now, Cult.fit has both online and offline operation. Given their massive 83 Cr ads budget no surprise the brand is super popular. But, for the online business segment, 43% of all traffic to their website comes through search!

Let's look at their SEO numbers:
Traffic = 397K
Organic keywords = 103K
Backlinks = 4.8M

Their top converting pages are of the type ⇒ /doctor-consultation/[doctor-type]
Example:
/doctor-consultation/dermatologist
/doctor-consultation/entspecialist
/doctor-consultation/orthopedist

These pages rank for a bunch of "near me" keywords with high volume and low KD like "dermat near me", "ent doctor near me", "orthopedics near me", etc. Each of these pages have a set template and the content under the headers change according to the topic.

But, what's more interesting is the final CTA (call-to-action) that pushes users to book a professional dermatologist for a consultation.
So,
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.


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!

  1. Traffic = 397K
  2. Organic keywords = 103K
  3. Backlinks = 4.8M
  4. DR (Domain Rating) = 64
cult fit SEO strategy

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:

  1. cult.fit/live ⇒ 99K
  2. cult.fit/fitness ⇒ 90K
  3. cult.fit/cult ⇒ 72K
  4. 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 

URL structure:

⇒ /mind/doctor-consultation
⇒ /care/doctor-consultation

Let's understand why these pages are special!

Template Pages & CTAs

So, the "doctor-consultation" pages are essentially different template pages of the type:

⇒ /doctor-consultation/[doctor-type]

Example:

  • /doctor-consultation/dermatologist
  • /doctor-consultation/entspecialist
  • /doctor-consultation/orthopedist
  • /doctor-consultation/eye-specialist
cult fit SEO strategy

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.

cult fit SEO strategy

The page is basically split into the following headers:

  1. H1 = Dermatology Consultation
  2. Subheadings
    • Symptoms
    • Treatment
    • How it works
    • Benefits

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.

cult fit SEO strategy

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.

URL structure:
⇒ flexiple.com/react
⇒ flexiple.com/python
⇒ flexiple.com/node

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.

cult fit SEO strategy
  1. Firstly, the keyword "Hire ReactJS Developers" is embedded throughout the page.
  2. The rest of the page includes testimonials and a list of top react developers.
  3. 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.

cult fit SEO strategycult fit SEO strategy

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!

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Tag wise split:

    Stage 100

  • Early stage 33
  • Growth 33
  • Mature 34

  • Topic 100

  • SEO 50
  • Distribution 20
  • Marketing 20
  • Sales 10

  • Content Type 100

  • Startup Analysis 100

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