Our client is a leading health and fitness brand that operates the popular Cure Fit gyms across 130+ locations in India and introduced e-fitness during the COVID-19 pandemic. In FY22 the brand achieved 34% revenue growth, reaching Rs 216 crore. We were brought in to grow local search visibility through its Google Business Profiles. In nine months, website visits from those profiles increased by 551.23% and search impressions by 208.51% across all locations.
At a glance
- Client: National health and fitness brand operating Cure Fit gyms, India
- Services: Local SEO, Google Business Profile audit and optimization, local citation building
- Timeframe: 9 months (May 2021 to February 2022)
- Key results: +551.23% website visits and +208.51% search impressions across all locations
The challenge: turning local searches into gym visits
The primary objective was to increase traffic from the brand’s Google Business Profiles. Secondary goals were to:
- Improve local search visibility
- Increase website visits
- Boost search impressions
With 200+ fitness centers nationwide, the business wanted more inquiries and more foot traffic. Google is a primary research platform for people in India looking for a local gym, and searches like “gyms in Mumbai” or “gym in Bangalore” show map results with business profiles before most websites. For a brick-and-mortar fitness chain, those profiles act as a storefront in search results: they show location, hours, photos, reviews and a direct path to call, get directions or visit the website.
Running many locations makes this harder, not easier. Every center needs its own accurate, well-optimized profile, and small inconsistencies multiply across the network. One center with a wrong category or out-of-date hours might not matter much; dozens of them quietly cap the visibility of the whole brand.
What we did: a profile-by-profile local SEO program
We focused on three workstreams: a Google Business Profile listing audit, optimization of multiple GBP listings and local citation building.
Auditing every Google Business Profile
We started by auditing the listings. A multi-location audit checks each profile for the issues that suppress local rankings:
- Incorrect or missing primary and secondary categories
- Inconsistent business names, addresses or phone numbers
- Missing hours, attributes, services or descriptions
- Weak or outdated photos
- Duplicate or unverified listings
- Website links that send people to a generic homepage instead of the right location page
The audit gave us a clear list of fixes for each center and showed which issues were repeated across the network, so we could fix them systematically rather than one by one.
Optimizing multiple GBP listings
We then optimized the listings. That meant setting the most relevant categories for a gym, completing every useful field, writing clear descriptions, adding quality photos and keeping hours accurate. We also made sure each profile linked to the most relevant page on the website, so visitors who clicked through landed somewhere that matched the center they were interested in.
At scale, consistency is the key. We applied a standard approach across all profiles while keeping each one locally specific, because Google ranks each location for searches in its own neighborhood. A searcher in Indiranagar needs to see the Indiranagar center, not a center across the city.
Local citation building
Finally, we built local citations: consistent listings of each location’s name, address and phone number on relevant directories and platforms. Citations reinforce to Google that each center exists at the stated address, which supports map rankings, and they give potential members more places to discover the brand.
Target searches
The work supported visibility for high-demand local searches such as:
- “gyms in indiranagar” (search volume 1,000)
- “gyms in mumbai” (search volume 4,400)
- “gym in bangalore” (search volume 3,600)
These are exactly the searches people make when they are ready to choose a gym, which is why ranking in the map results for them matters so much.
The results: more visibility and far more visits
Across all locations, over nine months from May 2021 to February 2022:
- Overall website visits increased by 551.23%. Far more people moved from seeing a profile in search to visiting the website, where they could explore memberships and centers.
- Overall search impressions increased by 208.51%. The brand’s profiles appeared roughly three times as often in search, reaching many more people actively looking for a gym.
Visits grew much faster than impressions, which shows that the optimized profiles were not only seen more often but were also more compelling to click. For a fitness brand, every one of those visits is a potential inquiry, trial or membership.
Lessons for multi-location businesses
- Your Google Business Profile is often your first impression. For local searches, many people see it before they see your website.
- Audit before you optimize. At scale, a structured audit reveals patterns you can fix across every location at once.
- Standardize the process, localize the content. Each location competes in its own neighborhood and needs to be relevant there.
- Link each profile to the right page. Sending visitors to a matching location page keeps them moving toward an inquiry.
- Citations still matter. Consistent details across the web support map rankings for every location.
How to apply this to your business
- Export a list of all your locations and check each profile is verified and not duplicated.
- Confirm primary and secondary categories are correct for every location.
- Make sure names, addresses, phone numbers and hours match your website exactly.
- Point each profile’s website link to a dedicated location page.
- Refresh photos and descriptions for each location.
- Track impressions and website clicks per profile monthly.
FAQ
How do you manage local SEO for many locations at once?
Start with a full audit, then set standards for categories, descriptions, photos and links that apply across every profile. Each location is then optimized for its own area. Regular monitoring is essential, because details change and errors creep back in.
How long does Google Business Profile optimization take to show results?
Fixes such as correct categories and complete profiles can improve visibility within weeks. Stronger, sustained growth usually builds over several months, as it did over nine months here.
Do I need location pages on my website?
For multi-location businesses, yes. A dedicated page for each location gives profile visitors a relevant landing page and gives search engines more local signals. It also helps you rank in organic results as well as map results.
Running a multi-location business? See our SEO services, learn about our industry experience or book a strategy call.
