A well optimized website can help your facility appear in search results, which increases the likelihood that a potential lead will click through to your site. And if your website is visited by prospective leads often, it increases the chances of earning them as customers.
There are levels of prioritization your team should have when optimizing your website. Based on the three optimization categories in the previous post in this series, we’ve identified six essential optimizations your self storage marketing team needs to make. We’ve grouped the optimizations based on the category most applicable. In this post, your self storage marketing team will learn:
1.) Make sure to not Accidentally Block Content with Robots.txt that you want Indexed and Ranked in Search engines:
Robots.txt is a web standard that’s universally recognized by search engines. With Robots.txt, your facility can tell Google or other search engines to either CRAWL or NOT CRAWL your site’s content. It’s a great way to make sure search engines are accessing the pages we want them to have access to. However; if your self storage marketing team accidentally tells search engines to NOT crawl a page that you clearly DO want crawled and indexed, it’s a problem.
To alleviate this issue, have your self storage marketing team log into Google Search Console. From there, use the Robots.txt Tester. Based on what your facility sees, it can use Robots.txt to block pages your facility doesn’t want ranked on a search engine and can make sure that Google and search engines have access to pages you do want to rank for.
2.) Make sure that Schema Markup Doesn’t Contain any Errors or Warnings:
Schema markup is a type of microdata that creates enhanced descriptions, called rich snippets, for search engines. To simplify, schema acts like a highlighter, providing context about a specific page to help search engines understand what that page is about.
Your self storage marketing team can check schema by logging into Google Search Console (GSC). In Google Search Console, look under ‘site appearance’ and click on structured data. Your facility can also use Google’s Structured Data Testing Tool to check if its schema markup. Fix any errors or warnings listed in the results to make sure your schema markup is implemented correctly.
1.) Increasing the Wordcount on Pages Containing Content Under 300 Words:
This optimization is necessary for pages your self storage marketing team wants to internally link to. However; exceptions exist. For example, pages of content containing infographics typically receive an influx of traffic but may clock in under the 300 word count threshold. This is acceptable, as the infographic provides the real meat on that page.
Your site visitors won’t care for pages containing filler. Add content where possible to get past the 300 word mark but keep site visitors fragmented time and need for brevity at the forefront.
2.) Make sure There Aren’t Missing H1 tags:
H1s, also called header tags, are crucial for your self storage marketing team to optimize. For simplicity’s sake, when you’re reading the newspaper, the H1 would be the bold headline of an article. The most important elements (including the hook to grab a reader’s attention) are contained in the headline. Can you see how it’s a problem if pages on your self storage facility’s website don’t contain an H1?
To make sure your self storage marketing team isn’t missing any H1s, use Screaming Frog and perform a site crawl. Based on the crawl, you’ll know which pages are missing H1s. Immediately correct this by writing an H1 that aligns with today’s SEO best practices. You’ll want to make sure your H1 has the following:
1.) Important Content is Three to Five clicks away from your Home Page:
Your self storage marketing team works hard to write and create content that resonates with local renters. Is your best content buried? Ideally, you want your most important pieces of content to be easily accessible. Not only will that help renters in need, but chances are, will also help your facility earn new customers.
To check whether your most important pieces of content are between three to five clicks away, run a Screaming Frog test. On the righthand side in Screaming Frog, under site structure, your team can check the depth status with your pieces of content. If you notice your best content more than five clicks from your home page, move it up so your customers don’t have to go looking for your best material. That way, your facility can have its content read and shared, with ancillary opportunity for another site to link out to that content.
2.) The Most Important Pages on your Website Receive more Internal Links than less Important Pages:
From a linking and SEO best practices perspective, your team should drive the bulk of its traffic to the pages deemed to be the most important. For example, this could include pages that show your unit availability, pricing, and additional amenities included with that unit.
Your self storage marketing team can direct site traffic to these key pages by making sure to internally link to them in your content. Beyond making a conscious effort to have key pages internally linked to consistently, your facility can also check the frequency of its internal links to be sure it’s performed this optimization.
Log into Google Search Console. Scroll to the links section and click on internal links. If your most important pages aren’t getting internally linked to as often as they should, have your marketing team make the optimization! Look to add internal links to the pages that are designed to convert renters and provide a positive customer experience.
Implementing multiple optimizations have a compounding effect on your site’s visibility and profitability potential. We hope this post helps your facility improve its optimization strategy.
Unfortunately, we’ve only scratched the surface of potential optimizations in this post. Contact our team to set up a meeting. We’ll help your facility identify the optimizations critical to your website, so you can earn more loyal customers. Opt into your optimization strategy!