S-E-O. As a fitness marketer, you’ve heard these three letters used together many times, but what exactly is it and what’s most important for you to know? SEO stands for “search engine optimization” and refers to the strategies and techniques that help a website rank higher in search engine results. According to HubSpot, an inbound marketing automation platform, the core goal of SEO is to address the questions your audience is searching for in a way that can be easily discovered by them. When it comes to your health club fitness website, you must take SEO seriously if you want to drive leads and potential members to your website from the search engines.