Low-hanging fruit. I’m sure you’ve heard this phrase time and time again. But why – and how – does it apply to your local digital marketing strategy? Perhaps more importantly, how does it apply to occupancy and revenue? And why fruit? In part one of this three-part series, we’ll shed some light on these questions and show you why strategic local SEO for self storage companies is integral to your overall digital marketing plan.
Local SEO for self storage is a digital marketing practice centered on making your company more visible to users who search for self storage solutions near them. The ultimate goal of any local SEO strategy is to make your brand more prominent on the search engine results page (SERP). By optimizing local ranking factors like your name, address and phone number (NAP), in addition to customer reviews, solid local SEO can help you rise to the top of the SERP.
The low hanging fruit, in this case, is your website’s ability to reach, engage and convert potential customers visiting your website – many of whom could be right in your backyard. With just a few tweaks to your current local SEO plan, you could increase occupancy, and ultimately, revenue across all of your self storage locations.
Keep in mind, implementing these best practices will prime your website for an uptick in local visibility and traffic, but they are by no means permanent fixes. The self-storage team at Linkmedia 360 strongly recommends ongoing, month-over-month activity and continuous optimizations to stay relevant to users and authoritative to search engines. Wonder what that means? I’ll explain.
Here are four tips to improve your occupancy and organic SEO:
We’re not recommending a robust increase in spend in Google AdWords just yet or anything (plus you’d be skipping ahead to the next section in the series). Rather, start with a modest spend and track what results you’re getting. This is a great way to discover long-tail keyword opportunities that could be a huge boon for local search. Utilizing keyword research will directly tie into your organic SEO play and will inform your strategy. Take a look at this screenshot as an example.
I used the broad term “self storage” and Google filtered my search results for local relevancy. Check your conversions to track the success of your local keyword strategy. We’ve outlined best practices to Google’s algorithm update affecting AdWords Price Extensions for Self-Storage in our blog post titled, Self Storage and the AdWords Price Extension.
Kind of an obvious suggestion, but having a dedicated member of your staff who handles your optimizations is key to your ongoing success. No part-timers or interns. Local SEO simply requires too much effort to effectively manage. If your staff doesn’t necessarily have the internal bandwidth to continuously optimize your website and strategy, then perhaps partnering with a reputable SEO agency is a wise choice. Our staff can certainly walk you through the process (but that’s not the point of this post).
Potential customers interested in renting self storage space want to know if other people have had a positive experience with your brand. One bad review isn’t necessarily going to sway a potential customer, but you can easily see how negative sentiment could quickly snowball and create friction with prospects. Managing your reputation – both online and on-site – is crucial to attracting local customers. Stay up to date on Yelp, Yahoo Local and social media to see how customers are interacting with your facility.
A meta page title is the text that appears on the SERP when a user searches for one of your locations. As a best practice, you should optimize your meta titles for local search to help ensure your self-storage facility isn’t overlooked. Resist the temptation to get fancy or cute with your meta titles. You only have about 60 characters (including spaces!) to work with before Google truncates your title, rendering it meaningless to viewers. By the time you incorporate the storage facility location and your brand name, you’ll probably be pretty close to the limit.
In addition to meta titles, be mindful about the way you use header tags (h1, h2, h3) within the body of your content itself. Google’s Matt Cutts does a great job explaining how to properly use h1 tags.
Check back in next week as we provide some tips for improving your self-storage facility’s local pay per click campaign. What’s a local PPC campaign? We’ll answer that question too! Of course, if you don’t feel like waiting, we’re always happy to answer your questions. Until then, stay local and prosper.