Navigating Google’s AI Overview: What Self Storage Owners Need to Know

Our understanding of customer interactions has significantly shifted in the self storage industry. Traditionally, we focused on curb appeal or securing a prime spot in the Yellow Pages as an initial point of contact with customers. As the world evolved, customers began their journey with us online or via our website, which meant optimising our website mobile experience.

Today, that first point of interaction has changed once again. Now the question is: “What does your business look like on the Google Search Results Pages (SERPs)?” 

In the ever-evolving digital marketing landscape, keeping up with the latest technological advancements is crucial for maintaining a competitive edge. We look at Google AI Overview and how it can impact your business.

Understanding AI Overview

A screenshot of a Search Engine Results Page on Google

Google’s latest innovation, originally known as the Search Generative Experience (SGE), has been rebranded to the more succinct ‘AI Overview’ following its rollout during Google I/O 2024. This new platform promises to reshape how businesses, including those in the self storage industry, approach search engine optimisation (SEO) and customer engagement.

AI Overview is Google’s latest effort to enhance the user experience by integrating artificial intelligence directly into search results. This platform leverages advanced machine learning algorithms to provide more accurate, personalised, and contextually relevant information to users. Essentially, AI Overview aims to transform search from a static list of links into a dynamic, conversational interaction.

For self storage owners, operators, and marketing managers, understanding the nuances of AI Overview is essential. This platform doesn’t just change the search landscape; it redefines how potential customers find and interact with your business online. 

What does this mean? Well, think about asking a specific question and getting the answer through a conversation rather than the traditional Google search results, where the user selects a website.

Consider the search query, “How much does self storage cost?’ or ‘What is the best self storage company in…”. The AI Overview section will attempt to answer this question by using multiple data points, but it may not necessarily point users to your website. Even if they do finally get to your website, they will have interacted with the AI Overview to get a preconceived idea of the cost and service offerings a self storage company should have.

Enhanced User Experience

One of the primary benefits of AI Overview is its ability to offer a more intuitive and engaging user experience. When potential customers search for self storage solutions, AI Overview can provide detailed answers, including local availability, pricing options, and even virtual tours of your facilities, directly within the search interface. This means users get the information they need faster and more efficiently. 

Does this mean it is better for business? Probably not. Users will now be getting information from a variety of sources before they ever visit your website. Those who take advantage of this new SERP early will hold the strategic advantage.

Improved Local SEO

Local search optimisation is crucial for self storage facilities, as customers typically seek out nearby options. AI Overview enhances local SEO by prioritising contextually relevant content and ensuring that search results are tailored to the user’s specific location. 

By optimising your Google My Business profile and ensuring your website content is localised, your self storage facility can benefit from improved visibility in AI Overview’s search results. It’s important to note that Google has not provided specific guidelines on ranking your content in the AI Overview yet, so following best practice SEO is vital.

Content Relevance and Quality

With AI Overview, the emphasis on content relevance and quality becomes even more pronounced. Google’s AI algorithms are designed to understand the context and intent behind search queries better than ever before. 

For self storage businesses, this means that producing high-quality, informative content that addresses common customer questions and needs will be paramount. 

Blogs, FAQs, and detailed service pages that are rich in relevant keywords and provide genuine value to users will perform better in AI Overview. Your digital marketing agency needs to ensure they are producing content that answers the questions your user will be looking to answer.

Prevalence of AI Overview in Searches 

As of its initial rollout, Google has indicated that AI Overview is being shown in approximately 20-30% of all search queries. This number is expected to grow as the platform becomes more refined and widely adopted. For self storage businesses, this means that a significant portion of your potential customer base will be interacting with AI Overview during their search process.

Actionable Steps for Self Storage Businesses

To leverage AI Overview effectively, self storage owners and marketers should consider the following strategies:

  1. Optimise Local Listings: Ensure your Google My Business profile is complete, accurate, and regularly updated. Include photos, customer reviews, and detailed descriptions of your services.
  2. Focus on Quality Content: Create high-quality, relevant content that addresses the specific needs and questions of your target audience. Use keywords strategically, but avoid keyword stuffing.
  3. Enhance Website UX: Make sure your website is user-friendly, mobile-optimised, and provides a seamless experience. Fast loading times and easy navigation are crucial.
  4. Monitor Analytics: Use tools like Google Analytics to track user behaviour and adjust your marketing strategies based on data-driven insights.

 

Google’s AI Overview represents a significant shift in how businesses can connect with their customers online. For self storage owners, operators, and marketing managers, staying ahead of these changes is crucial. By understanding and adapting to AI Overview, you can improve your online visibility, provide a better customer experience, and ultimately drive more business to your self storage facilities. 

Want to know how you rank when it comes to search? Get a free audit with Digital First today to find out.


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