2 Local SEO Tactics to Improve Visibility and Entice Storage Renters
To surpass occupancy goals, facilities must be visible when local customers are searching for storage. Did you know:
- According to Google, 46% of searches have a ‘local intent’
- 75% of storage tenants live or work within two miles from the facility location
Appearing in a favorable position during a local search will ensure your facility is poised to receive an influx of inquiries that will help it rent available units. To accomplish this objective, your self storage marketing team will need to get tactical. Continue reading to learn:
- Two local seo tactics to help your facility achieve favorable visibility for local customers
- Where self storage marketing teams and owners can find Linkmedia 360 at SSA Spring 2019
Tactic #1: Claim Your Name, Address, Phone Number and Website (NAPW) on Google My Business
The local search ecosystem is complex to say the least. Syndicators make location data available to aggregators, which in turn share location data with over 300 directories. Search engines like Google use data from the various 300 directories to serve business information to its users.
Search engines rely on serving users accurate results. If your facility has conflicting business information across the 300 directories, search engines are unlikely to serve its users your business listing in results.
Ownership over your facility’s Google My Business profile is one of many local seo tactics to improve location accuracy in the local search ecosystem. Begin by signing into your Google My Business (GMB) account. Next, check that your specific location is claimed. If your location isn’t added and claimed, follow the step-by-step process outlined by Google.
Once your team completes this task, double-check that the accurate business name, address, phone number, website and additional pertinent business information is included and consistent for each of your locations.
A claimed and verified GMB profile provides the following benefits:
- Impacts visibility within Google Maps results
- Sends signals to the various directories and reduces the chances of having conflicting business information propagated across the web
- This added control over your business listing allows self storage marketing teams the opportunity to customize their GMB profile (adding photos, events, etc.) to differentiate offerings
Optimizing, claiming and verifying your facility’s GMB listing(s) certainly reduces the risk of inaccurate NAPW information, but isn’t foolproof. Your team may have to manually syndicate its information to directories that don’t update.
Your facility can use Moz Local to check its location listing accuracy to see where it stands.
Tactic #2: Regularly Monitor and Encourage Reviews (With a Consistent Response Strategy/Policy)
Does your facility have a pulse on the reviews it receives on social media, Yelp, or Google? If your team hasn’t checked its reviews lately, take a moment to do so.
Warren Buffet claims, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Reviews carry the power to instill customer confidence or cause irreparable harm (if not responded to in a reasonable amount of time). It’s common for customers to check reviews for a storage organization and for individual locations affiliated with the brand, making review monitoring and online reputation management essential.
What are self storage customers looking to learn when reading reviews for your location?
- The number of reviews your location has (more reviews sends an additional signal of trust)
- The overall star rating of reviews (a four-star average and above is ideal)
- The quality of reviews and the context behind why that review was written
- The level care and customer service your facility provides for its customers
- Warning signs or signals why a customer shouldn’t rent from your facility
Customers aren’t necessarily hunting for perfection. But they are discerning between your facility and your competition, and reviews play a vital role in the decision.
Forbes cites that 84% of people trust online reviews as much as a personal recommendation. Whether a review is positive, negative, or somewhere in-between; reviews themselves should NEVER be neglected or ignored.
After your facility manager exceeds a customer’s expectations, have them encourage the customer to leave a positive review. Your team can incentivize customers to ensure they follow-through and post a favorable review.
It’s also important to regularly monitor reviews. Have your facility get in the habit of consistently checking reviews (on a bi-weekly basis or weekly) with a response strategy in place in case a customer does leave a negative review about your facility.
Find us at Booth 105 at Self Storage Association (SSA) Spring Conference
Our team will be at SSA Spring 2019 next week presenting an educational session on leveraging data science to improve marketing, operations and occupancy.
Booth 105 during Trade Show hours
Wednesday, March 13th: 3:30-7:30pm
Thursday, March 14th: 11:30am-1:45pm
We’ll also have a presence at SSA’s Trade Show, where we’ll walk providers through the M.O.V.E. mentality using the infographic below:
Why implement the M.O.V.E. mentality?
- Develop a data-driven marketing analytics mindset
- Leverage operational data to inform marketing activity and budget decisions
- Enhance facility visibility in paid ad placement, Google and Apple maps, and organic search engine results pages (SERPs)
- Provide a modern mobile experience (responsivity, speed, accurate information)
- Ownership of digital assets and analytics data
Have Additional Questions About Local SEO Tactics or SSA Spring 2019? Contact us
Local visibility is necessary in a competitive storage industry. If your self storage marketing team or leadership have a question regarding local SEO or SSA, contact our team. We’ll be happy to schedule time to answer your questions or will set up a meeting at SSA.