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Discover Strength Draper specializes in personalized strength training in Utah. Jack Wendt asked us to conduct an SEO audit for the Draper location, which is owned by his dad.
Overview of Discover Strength Draper Site
The site ranks for 789 terms, but the Draper site ranks for only six. There are many reasons for this, but the main issue is the lack of power on this site. Each location functions like a microsite, similar to what we’ve done for brands like Allstate Insurance or Starbucks.
These microsites inherit some authority from the main site but not much—and the main site itself doesn’t have significant power to pass down.
Additionally, no links point to the Draper page, and SEO is heavily link-driven. Links from other websites boost what’s often called “link juice.” For example, a link from a DR 80 site like the Salt Lake Tribune carries substantial authority. Similarly, if I write an article linking to you, it might come from a DR 62 or DR 70 site.
That’s why people in SEO focus so much on Domain Rating (DR).
For Draper, there’s only one link: a blog post titled How to Create the Best HIT Workouts. This post is from a DR 33 domain, but the specific URL linking to the Draper page has no authority. The link passes only 0.2 power and has no traffic or keyword rankings.
Discover Strength Draper Keywords Overview
The page ranks only for branded terms like “Discover Strength Draper” but doesn’t show up for key local searches like “Draper gym.” Google doesn’t recognize the Draper location as a part of the Discover Strength franchise due to a lack of clear structure. Without the right context, Google mistakenly associates terms like “Discover UT” with tourism rather than a gym.
Currently, the page ranks in position 54, far from the top 10, meaning it gets no traffic. This isn’t surprising because it’s just a single page on the main Discover Strength site, not a proper microsite. For high-end, boutique personal training targeting executives, the page should focus on personalized services, not general fitness terms.
To fix this, the Draper page needs more substance. It should include detailed bios of instructors, links to credentials, and dedicated pages for services or nearby locations like Riverton and South Jordan. World Gym, one of our clients, uses microsites for franchise locations, allowing them to customize their pages.
Draper needs a similar structure to stand out and rank effectively. Currently, it lacks content, links, and local relevance, which is why it’s not being picked up by Google.
The website is performing poorly, and the Google Business Profile (formerly Google My Business) isn’t helping.
Google determines local relevance based on the searcher’s location. For example, searching “Discover Strength” without specifying a city uses the IP address to display results, mixing website links, a local three-pack, and other information.
Google also answers common questions like “Who’s the CEO?” or “How many locations does Discover Strength have?”
Unfortunately, most of this information isn’t from the official website but from external sources like Yahoo News or IFA, which may be inaccurate. This indicates Discover Strength isn’t providing enough content to answer these basic questions, forcing Google to fill the gaps.
The Google Business Profile for Draper shows 34 reviews with a five-star rating.
While competitors like Lifetime or 24 Hour Fitness have far more reviews, the quality and engagement matter more.
However, reviews lack responses from the owner, and most are brief, with little detail or photos. High-quality reviews from credible users, like Google Local Guides, carry more weight, but none of the reviews here add significant value.
If Google were to rank Discover Strength for terms like “high-end personal training” or “executive fitness programs,” it would lack sufficient information about services or customer experiences.
Discover Strength’s central website is weak, and the Draper location’s page is essentially a basic landing page under the main site. There’s no control or customization for franchisees like Draper to build a robust microsite. Without better content, links, and engagement, both the central and local sites fail to rank effectively.
Even on social media, activity is minimal, with little content since the location’s opening 10 months ago.
To improve, Discover Strength must create detailed pages for services, actively manage reviews, and allow franchisees more control to strengthen their local presence.
Next Steps to Improve SEO for Discover Strength Draper
To enhance Discover Strength Draper’s visibility and ensure better rankings, it’s essential to focus on strategies that improve website SEO, such as optimizing content, building authoritative links, and adhering to Google’s EEAT principles.
The key to improving SEO is storytelling. Feature an instructor’s journey, share client success stories like Steve, 52, who trains at the Draper location, and highlight personal transformations. These stories create a genuine connection with potential clients and improve local SEO by adding relevant, localized content.
Currently, Google doesn’t know much about Discover Strength, and that’s the issue. It’s not about needing a technical SEO expert—it’s about providing more content. Google needs clear, detailed information about your business.
For example, I can prove I’ve been to Utah multiple times through stories and photos showing real experiences, as I did recently with Jack Wendt. These personal stories build credibility and authority.
To attract more clients in Draper, Jeff should focus on showcasing local relevance through tailored content. This isn’t just an SEO challenge—it’s about telling the right stories and providing locally focused information that resonates with potential clients.
The strategy would start with building credibility through local stories and then connecting this to a broader digital strategy to increase visibility and attract more fitness clients.
The first step is to share authentic stories about the founder, trainers, or clients. People connect with stories they can relate to, like a 52-year-old executive with three kids who might resonate with another client’s journey.
Regarding the website’s authority, if the site has a decent Domain Rating (DR), like DR 46 or higher, Jack can leverage that authority. Linking back to high-trust domains, such as Free-eBooks.net (DR 75-76), is crucial. Free-eBooks.net, with half a million visitors a day, can help build links to the main site.
An effective way to build credibility is by creating a book about the Discover Strength training model, which can be shared online to improve local and overall SEO performance.
Currently, Discover Strength’s website lacks local credibility. There’s little information to explain why someone in Draper should choose this gym over others. There’s also no story about what makes Discover Strength unique or the company’s background and values.
What could set this apart is showing local connections and highlighting real people’s stories. For instance, how did Jeff start this business? Why is he passionate about it?
To take this further, running Dollar a Day ads in specific local areas could increase visibility and drive traffic. For example, we can target neighborhoods like Silicon Slopes, where busy professionals live and work. The ad could highlight a success story about a busy executive who was able to make time for training, showing their transformation.
Additionally, creating local partnerships and leveraging local networks can improve credibility. If Discover Strength is part of the local Chamber of Commerce or has other local relationships, make sure those are showcased on the website. Local links are essential in sending signals to Google that the business is an important part of the local community.
Finally, to generate more content and build trust, I recommend collecting short, one-minute video stories from trainers, clients, and staff. You can record these quickly and easily, and they don’t need to be of high production value.
The key is authenticity. These videos can then be repurposed into other forms of content like social media posts or website content. This forms what we call the “Content Factory”—a way to keep producing high-quality, engaging content that builds trust and authority over time.
Using the Content Factory
The thing that’s missing is the ingredients in the second step, “Produce” of the Content Factory.
Discover Strength Draper could utilize ChatGPT to come up with the ingredients. For example, I can ask ChatGPT the following;
So, my friend Jeff owns the Draper location for Discover Strength, and we’re talking about the stages of the content factory. The first stage is that we’ve got to produce this content, showing the trainers, telling their stories about how they started it, and explaining how 30-minute strength sessions per week help busy executives gain control of their life and health. But there’s almost nothing there that’s searchable on Google.They have very little information; they basically have a landing page on the main Discover Strength franchise site. But we want to empower Noah to collect all these videos, which we can then repurpose into blog posts, their GMB, YouTube, and then run Dollar a Day ads to help them get more clients.
And here’s the ChatGPT response.
By following the Content Factory model, Jeff’s team can systematically produce authentic stories, videos, and blogs that resonate with local audiences. These assets can be repurposed across social media, Google Business Profile, and targeted ads to drive local visibility and engagement.
Discover Strength Draper can improve their SEO and attract more clients by focusing on the following steps:
- Increase Local Links: Build more local links to the Draper location to boost its online authority and help it rank for local terms like “Draper gym” or “personalized strength training Draper.”
- Local Success Stories: Share authentic local stories of clients and trainers from the Draper location to increase engagement and help the site stand out in local searches.
- Local SEO Optimization: Focus on creating content that highlights the Draper location specifically, including the gym’s services, staff, and unique features, to improve local search visibility.
- Expand Google Business Profile: Actively manage and expand the Draper Google Business Profile by encouraging detailed reviews and responses to enhance local credibility.
Curious about improving your website’s marketing? Check out Power Hour for some helpful insights.
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.