LLMs and Google AI Overview: Understanding Localised Search Strategy
In today’s fast-evolving digital landscape, self storage businesses face a critical question: should you pivot your marketing strategy to focus on location ranking for Google AI Overview and Large Language Models (LLMs), such as Gemini or ChatGPT?
At Digital First, we believe that embracing emerging technologies isn’t a passing fad, it’s a strategic imperative to future-proof your business and stay ahead of the competition.
The New Frontier: Evolving Search Trends
LLM and the Transformation of Local Search
Before we get started:
An LLM (Large Language Model) is a super-advanced text predictor that generates human-like responses based on patterns it has learned from massive amounts of text. It doesn’t think but recognises word relationships to create convincing answers, like a really smart autocomplete.
While traditional SEO has long been the backbone of performance marketing, the rise of LLMs and AI-powered search engines is ushering in a paradigm shift. These platforms interpret natural, conversational queries — think of a customer asking, “What self storage facility near me offers 24/7 access?” — and respond with context-rich, personalised answers.
Shifting Consumer Behaviour
As users grow more comfortable interacting with AI-driven interfaces, their search behaviour evolves:
- Conversational Queries: Consumers expect more natural, dialogue-based responses.
- Hyper-Personalisation: They seek answers tailored to their specific location and needs.
- Immediate Engagement: Quick, context-aware responses are becoming the norm.
Rethinking Traditional SEO Strategies
Blending Proven Tactics with New Tech
Traditional SEO tactics — such as optimising for local search and maintaining a robust Google Business Profile — still hold immense value. However, the integration of AI-powered strategies can amplify your reach and effectiveness:
- Enhanced Content Creation: Leverage AI to craft engaging, SEO-friendly blog posts, FAQs and local guides that resonate with your target audience.
- Improved User Engagement: Use AI-powered chatbots to provide round-the-clock support without sacrificing the personal touch your customers value.
Important to note: AI is a tool, not a replacement. Part of your future-proofing strategy should be ensuring that your content has a little sprinkle of your own flavour in it. If LLMs and search engines are ever able to identify AI generated content, your content will likely be penalised. Best practice means making content for people, not just for SEO.
Data-Driven Decision Making
Modern analytics tools enable you to track the performance of both traditional and AI-enhanced content. By monitoring engagement and local search performance, you can continuously refine your strategy, ensuring that every cent is well spent.
Handy Tip: Add UTM tags to content so that you can measure its performance in GA4 later!
Enhancing Your Human Touch with AI-Powered Insights
Personalised Content That Resonates
Introducing LLM technology into your marketing plan should be done with the intention of enhancing the personal elements of your service offering. By infusing your content with the unique voice and story of your self storage facility, you can create a more engaging narrative that builds trust and drives conversions.
Elevating Customer Engagement
Introducing LLM technology into your marketing plan should be done with the intention of enhancing the personal elements of your service offering. By infusing your content with the unique voice and story of your self storage facility, you can create a more engaging narrative that builds trust and drives conversions.
Future-Proofing: Why You Need to Diversify Your Marketing Strategy
Diversification Matters
Relying solely on traditional SEO strategies can leave your business vulnerable as consumer habits shift. By diversifying your marketing mix to include both conventional SEO and LLM-driven techniques, you can safeguard your business against future disruptions.
Actionable Steps to Integrate AI into Your Strategy
- Retain Your Core: Continue optimising your local SEO and Google Business Profile to maintain your current ranking.
- Experiment with AI: Develop AI-powered content and integrate chatbots for enhanced customer service.
- Monitor and Adapt: Use analytics to track the success of your new initiatives and pivot your strategy as needed.
- Stay Informed: Keep up with emerging trends in AI and digital marketing to continuously refine your approach.
Why Now? Seizing the Future of Local Search
In a world where digital innovation moves at lightning speed, the time to act is now. Embracing LLM and AI-driven search strategies is about preparing your self storage business for the future. By diversifying your approach today, you’re not abandoning what works; you’re enhancing it to meet the evolving demands of tomorrow’s consumers.
Final Thoughts
The digital landscape is undergoing a transformation, and your marketing strategy should too. Focusing on location ranking for Google Overview AI and LLMs isn’t a risky diversion — it’s a strategic evolution that can set your self storage business apart from the competition.
How do you see LLMs reshaping local search, and are you ready to integrate these innovative strategies into your marketing plan? Connect with our team at Digital First, and let’s start the conversation on boosting your enquiries, getting your units full and moving your business into the future of self storage marketing.
Embrace the change, harness the power of AI and secure your spot at the forefront of the digital revolution.
