Self storage is a booming industry. And with more players entering the market every year, it’s becoming tougher to stand out and reach the right customers. Fortunately, as the industry grows and evolves, so do the marketing strategies operators use. One strategy changing the game is in self storage in Search Engine Optimisation (SEO).
With the potential to boost online visibility, increase organic traffic, and generate more enquiries, SEO is now an essential tool for self storage operators to thrive in the digital space. In this blog, we’ll explore what SEO is, its benefits, and how to leverage self storage SEO to maximise your marketing strategy
What is SEO?
Have you ever wondered how businesses make it to the first page of Google? It’s not dumb luck or an oversized marketing budget. Rather, it comes down to a clever little strategy known as SEO.
Simply put, SEO is the practice of improving the quality and quantity of traffic to your website from search engines such as Google, Bing, and Yahoo. There are three types of SEO practised today: on-page, off-page, and technical SEO.
On-page SEO involves optimising your website’s content so that it nails Google’s long list of requirements and ranks at the top of the search engine results page (SERP). This includes optimising the website content, HTML source code, and website structure to make it more appealing to search engines and website visitors.
Off-page SEO focuses on various techniques and strategies that are used outside a website to increase the site’s authority and credibility according to search engines. Activities such as building backlinks, social media marketing, and online directory listings are all part of off-page SEO.
Technical SEO refers to the process of optimising a website’s technical elements to improve its search engine visibility and user experience. It includes a variety of techniques and strategies that focus on improving the website’s backend architecture, coding, and functionality. This can include website speed and performance, navigation and structure, schema markup, broken links and 404 errors, amongst others.
Why should storage operators care about SEO?
The internet now plays a big role in the self storage customer journey. It’s so important that 83% of shoppers in the US research a product online before even setting foot in a store to buy it.
This means that if your self storage facility is not visible online, you are missing out on a huge chunk of potential customers. But how do you get noticed on the biggest marketing platform in history? Organic traffic.
Organic traffic refers to the visitors that come to a website by typing a query into a search engine like Google, and then clicking on one of the organic (non-paid) results that pop up. Recent data reveals that organic traffic is responsible for 53% of total website traffic, and 75% of people will never go past the first page of google.
Self storage SEO is all about improving the quantity and quality of organic traffic to a website through various strategies, such as keyword research, local SEO, link building, and content creation. The strategies are incredibly powerful in the right hands, with SEO-generated leads having a 15% closing rate. Let’s delve into the benefits a bit deeper.
Benefits of Self Storage SEO for Operators
Higher search engine rankings
Ranking on the first page of Google is a big deal. Think of it like scoring a billboard spot in Times Square, but instead of being seen by New Yorkers, you have the whole world’s eyes on you. In fact, the top three Google search results get 54.4% of all clicks.
But the catch is, everyone who owns a storage unit is gunning for the same spot as you. This is where self storage SEO comes in. By optimising your website for search engines, you can improve your chances of appearing at the top of the SERPs for keywords relevant to your facility. This means that when potential customers search for self storage in your area, they are more likely to find your website, enquire, and move in.
Increases conversion rates
But SEO isn’t just about optimising your website for search engines; it’s also about creating a better user experience so that your visitors don’t sprint for the exit as soon as they arrive.
If your website is slow to load or difficult to navigate, visitors may leave your site before filling out a contact form or booking a storage unit. SEO can improve your website’s usability, speed, and mobile-friendliness, creating a seamless user experience from start to finish and increasing conversion rates.
Self storage SEO can also increase your brand awareness and position you as a top player in the industry. And as we know, a business’s reputation online is everything. If a customer searches for “self storage London” and sees your facility at the top of the search results with a stellar Google rating, they are more likely to select your facility and recommend your business to others in need of storage solutions.
SEO does this by optimising your content for relevant keywords and crafting a flawless Google Business Profile that is always up-to-date. While fantastic for conversions, better visibility online will also establish your brand as a leader in the self storage industry. In the long term, this can also lead to more referrals and word-of-mouth marketing.
Finally, SEO for self storage operators can provide a higher return on investment (ROI) than other marketing channels. While paid advertising can be effective in driving traffic and leads, it can also be expensive. SEO, on the other hand, doesn’t require a huge budget and costly marketing collateral to be effective. All you need is a brainy team of specialists who can outsmart the system and ensure your website is best optimised.
How to Leverage Self Storage SEO to Maximise Your Marketing Strategy
1. Optimise content
Content is king in the SEO world. Well-researched blogs and landing pages help google find your facility and determine its relevance for a particular search. Blogs are especially powerful, with businesses gaining 55% more website visitors with a dedicated blog. Creating a blog that is relevant to your business will also position your brand as an authoritative source for all self-storage-related topics.
Another area that’ll require optimising is landing pages. These could be location pages for your facility or the various services you offer, like moving house storage, business storage, and so on. To ensure these pages are hitting the mark, you’ll want to:
- Use targeted keywords in the page title, URL, meta description, and headings.
- Include high-quality images and videos that showcase your facilities and services.
- Provide clear and concise information about your location, services, and amenities.
- Ensure that your website is mobile-friendly and loads quickly.
- Include a call-to-action (CTA) to encourage users to take action.
2. Boost your Google Business Profile
Optimising your Google Business Profile can be a game-changer for self-storage operators looking to expand their customer base. This will ensure that your facility appears in local search results when people search for self-storage services in the area, for example “self storage in London.”
Some key elements of a well-optimised Google Business Profile include:
- Accurate and up-to-date information
- High-quality images and videos
- Positive customer reviews
- Consistent branding
By regularly updating their profile and engaging with customers through reviews and messages, self-storage operators can build a strong online reputation and establish themselves as a trusted and reliable choice for self-storage services.
3. Improve page experience
If your goal is to boost your website’s traffic and keep your users engaged, improving your page experience is crucial. To do this, you’ll want to focus on key signals that Google uses to evaluate website performance. Some of these signals include:
- Core vitals – check your website’s loading speed
- Mobile-friendliness – is your website optimised for mobile?
- Safe browsing features – ensure your site is using HTTPS
4. Build backlinks & citations
Backlinks are like virtual roads leading to your website, and citations are online references to your facility that include the name, address, and phone number (NAP). Both work together to increase your visibility and credibility online. And who doesn’t want that?
But how do you get these precious links? You can start by reaching out to local business directories, industry-related websites, and storage-related blogs or publications to request a mention or a link back to your website. Better yet, crafting helpful and informative content on your website like guides on how to properly store items or tips on organising a storage unit will encourage others to use you as a source.
5. Manage your reputation
There are various ways you can control your brand’s image and reputation using self storage SEO. One that we have already touched on above is citations. If done correctly, citations can take up more valuable ‘real estate’ online, similarly to a billboard in the centre of town. This boosts your online exposure while giving you complete control over your business profile.
Another way you can improve and optimise your reputation is with reviews. Make sure that you have an account on third party review sites like Google Reviews, Trustpilot, and Hello Peter, and actively engage with your customers. You can even embed customer reviews on your website to provide social proof. And don’t forget about social media! Responding to customer reviews and comments and creating engaging content will encourage users to share and interact with your brand.
SEO is a valuable tool that can supercharge your facility and help you leap over your competition. But if you’re no self storage SEO specialist, then you’ll need to get one on board, or better yet, invest in the expert services of an agency. And who better to take your facility to the top than Digital First?
At Digital First, we offer a range of specialised digital marketing services for self storage operators, from SEO and PPC to content creators and social media gurus. Contact us today for more information, or visit our website to claim a free audit.