which you give SEO strategy advice to a gym business. As a marketing consultant

which you give SEO strategy advice to a gym business. As a marketing consultant to a Miami area gym trying to increase and retain members, what SEO advice would you give? Address both keywords to use and content to develop as part of the SEO strategy. How can they find the best keywords to use? What content should they employ in their marketing? What kinds of links to other websites should they work to establish? Why?