About a year ago, I was on a team tasked with redesigning a website for a luxury fitness brand. Abandoning the typical sweaty images for a more spa-like experience, we reworked the content to include testimonials about reaching lifestyle goals, and to feature the gym’s breadth of yoga classes, rather than just their range of free weights. At first glance, the paid ad copy and keyword-rich meta content fit the common search terms: “gym,” “workouts,” and “private trainers.” However, our client didn’t want the typical “gym rat” audience. That’s where a partnership between content strategy and search engine marketing paid off. We revised the site content and search terms to fit the brand of a premium fitness experience. As a result, our client attracted more traffic from an audience eager for their style of gym. The leads were good, but the conversions were even better.