Increase Your Occupancy and NOI Through Local SEO
In an increasingly digital world, the ability to get organic traffic from Google in the 5 mile radius around your storage facility is critical to driving up occupancy. Leveraging Local SEO (Search Engine Optimization) can lead to a significant increase in local exposure, attracting potential tenants who are actively researching self storage facilities in your market.
This guide provides comprehensive insights into Local SEO best practices specifically tailored for self-storage companies, written by an SEO expert with over a decade of experience. By implementing these techniques, you can bolster your online presence, outshine your competition on search engine results, and ultimately, boost your occupancy and NOI.
Table of Contents
- Ranking high on Google in the map listings in the 3-5 mile radius around your facility is critical to getting the best quality tenants.
- If you continue to drive up occupancy through high rankings on Google search results, you can take advantage of revenue management and always have the lead flow to fill up your facility as you raise rents.
- The most important aspects of local SEO are having an optimized location page for you facility, optimizing your Google Business Profile, building relevant citations, getting reviews, and local link building.
- Choosing to hire an agency or build an in-house team is an important decision that can have a big impact on your results.
What is Local SEO and Why is it Important?
Local SEO is a powerful tool designed to promote your self-storage company to local customers at the exact time they’re looking for your services online. Unlike standard SEO, which focuses on improving your website’s visibility on a national or global scale, local SEO targets potential customers in your immediate vicinity. This approach is fundamentally based on Google’s effort to provide more personalized and relevant search results to its users based on their geographic locations.
Consequently, when a user searches for a term like ‘self storage’, search engines will prioritize businesses that are near to them. This is where map listings come into play. These are the results displayed on the map you see at the top of a Google search, usually with three local businesses listed (also known as the ‘Google 3 Pack’).
For your self-storage facility, achieving a high ranking in local search results, particularly within a 5-mile radius of your facility, can drastically increase visibility and draw in more customers.
By optimizing your local SEO, you’re ensuring your business appears in these critical map listings and local search results when potential customers are looking for storage facilities nearby. Local SEO is the key to making this happen, allowing you to effectively compete with other local businesses and meet your customers right where they are.
Remember, local SEO isn’t just about ranking high for keywords. It is about reaching potential tenants as they are actively researching self storage facilities in your market. If you are not ranking high up on the first page of Google, all of those potential tenants will be going to your competitors.
Local SEO for Self-Storage Companies: Step-by-Step Guide
Follow these simple yet effective steps to optimize your local SEO and increase your online visibility. By implementing a well-crafted self storage SEO strategy, you can attract more potential customers in your local area and enhance your online presence:
- Keyword Research: Begin with a comprehensive keyword research tailored for your local self-storage business. Understand what your potential customers are searching for when they need your services. Use tools like Google Keyword Planner or SEMrush to find high-volume, locally relevant keywords.
- Optimize Google My Business Profile: Claim and verify your Google My Business listing. Ensure all information is accurate and up-to-date, including your business name, address, phone number, and business hours. Regularly update your profile with fresh photos and posts to engage with your audience.
- Generate Local Content: Create content that appeals to your local audience. Highlight local events, partnerships, or stories related to your self-storage company. This kind of content can resonate more with your local customers and improve your visibility in local searches.
- Build Local Citations: Local citations are online mentions of your business. They play a major role in improving your local search visibility. Ensure your business is listed on local directories, trade associations, and review sites. Remember, consistency of information is key.
- Garner Positive Reviews: Encourage your customers to leave reviews on your Google My Business profile. Positive reviews not only improve your business’s online reputation but also enhance your visibility in local search results. Respond to all reviews to show customer engagement.
- Optimize for Mobile: Make sure your website is mobile-friendly. Most local searches are done on mobile devices, so a mobile-optimized site will provide a better user experience, leading to more conversions.
- Use Local SEO Services: Consider hiring a professional local SEO service. They can help optimize your website, creating a solid strategy for your local SEO self-storage efforts, and ensuring you’re using local self-storage SEO best practices.
Remember, optimizing local SEO for your self-storage company is not a one-time task but an ongoing process. Regularly review your strategy and adjust as necessary to stay ahead of your competitors.
Keyword Research and Strategy
Understanding the keywords that your potential tenants are searching for is the first step in building a successful Local SEO strategy. Keyword research involves identifying the search terms that potential customers use when looking for self-storage services in your local area. These keywords often include the name of your city or region, along with terms related to self-storage, such as ‘self-storage units’, ‘climate-controlled storage’, or ‘vehicle storage’.
Once you’ve identified these keywords, incorporate them into your website content, meta tags, headings, and URL structures. This will improve the relevance of your site to these search terms and increase your chances of ranking highly in local search results.
Use Effective Keyword Integration
The Google Keyword Planner (free option) or SEMrush (paid option) are effective tools for finding high-volume, locally relevant keywords.
Focus on Both On-Page SEO and Off-Page SEO
Creating a plan to rank highly for these keywords involves two primary steps: on-page SEO and off-page SEO. On-page SEO involves optimizing the content and HTML source code of your website pages, while off-page SEO involves activities that drive referral traffic to your website, such as building backlinks. Both these activities can significantly improve your website’s ranking for your chosen keywords.
Prioritize Keywords to Attract and Convert Potential Tenants
Remember, the ultimate goal of your keyword strategy should be to attract and convert potential tenants. Therefore, always prioritize keywords that are most likely to be used by individuals who are actively searching for self-storage services in your local area. With the right keyword strategy, you can strengthen your local SEO self-storage efforts, drawing more customers to your self-storage facility, and outshine your local competition.
Setup and Optimize Google Business Profile
Google My Business is a fundamental tool in your local SEO arsenal. It provides the platform to showcase your self-storage business on Google Maps and local search results, enhancing your visibility to potential local customers. Here’s how to setup and optimize GMB:
Step 1: Claim Your Google Business Profile
Start by claiming your Google Business Profile, which is free and easy. Visit the Google Business Profile Manager and follow the prompts to find and claim your business.
Step 2: Verify Your Business
Google needs to verify that your business is legitimate and that you are indeed the owner. This is typically done through a postcard sent to your business address with a verification code.
Step 3: Optimize Your Listing
Once your business is verified, you can optimize your listing. This includes adding a detailed business description, operating hours, and images. Try to incorporate your priority keywords naturally in your descriptions.
Step 4: Add Photos
Adding photos to your profile isn’t just about making it look nice, it also shows potential customers what to expect. Include images of your storage units, office, security features, and any other amenities your facility offers.
Step 5: Ask for Reviews
Request your current customers to leave reviews on your Google Business Profile. Respond to all reviews, good or bad, as this demonstrates your commitment to customer service.
Step 6: Make Regular Updates
Keep your profile up-to-date with fresh content. This could be news about your business, new images, or special offers. Regular updates show Google and potential customers that your business is active.
Step 7: Leverage Google Posts
Google Posts allows you to share updates, announcements, and offers directly on your Google Business Profile. These posts appear in search results along with your business listing, offering a fantastic way to catch the attention of potential customers.
Step 8: Track Performance Using Google Insights
Google Insights provides valuable information about how people find and interact with your listing. It shows you data on how many people called your business, visited your website, or asked for directions, and what search queries they used to find your business. This data can inform your local SEO strategy and help you understand what’s working and what could be improved.
By following these steps, you can maximize the potential of your Google Business Profile, one of the most powerful tools available for local SEO self-storage. Continually optimizing your profile and engaging with your audience will enhance your visibility in local searches, helping your storage business stand out in a competitive local market.
Audit Your Citations and Cleanup and Build New Ones
Citations, which are online references to your business name, address, and phone number, play a vital role in local SEO. They enhance the credibility of your self-storage company and improve your visibility in local search results. Here’s a step-by-step guide on how to audit, clean up, and build new citations:
Step 1: Audit Existing Citations
Begin by conducting an audit of your existing citations. You can use tools such as Moz Local, Loganix, or Whitespark to find and review all online mentions of your business. Make sure that your business details are accurate and consistent across all platforms.
Step 2: Cleanup Inaccurate Citations
Inaccurate citations can confuse potential customers and negatively affect your local SEO ranking. If you find any inconsistencies or errors during the audit, reach out to the specific platform or website to correct the information.
Step 3: Build New Citations
Once your existing citations are accurate and consistent, focus on building new ones. Identify reputable directories, industry-specific platforms, and local business associations where you can list your self-storage company. Ensure your business details are accurate and consistent across all new citations.
Step 4: Monitor and Update Your Citations Regularly
Creating citations isn’t a one-and-done task. Regularly monitor and update your citations to ensure they remain accurate and to take advantage of new opportunities for citation building. This ongoing process will help maintain your local SEO ranking and visibility.
By auditing, cleaning up, and building new citations, you can strengthen your local self-storage SEO, boost your online visibility, and attract more potential customers to your storage facility. Remember, consistency is key when it comes to citation management.
Leverage Customer Reviews
Customer reviews are crucial in the realm of local SEO self-storage, serving a twofold purpose. Firstly, they significantly contribute to your local ranking in search results, enhancing the visibility of your self-storage business. Google sees these reviews as a sign of trustworthiness and credibility, therefore ranking your business higher in search results.
Secondly, they play a vital role in the decision-making process of potential tenants, influencing the conversion rate. Positive reviews can reassure potential customers about the quality of your services, leading to an increase in bookings. Here’s how to proactively garner more reviews:
Step 1: Deliver Outstanding Service
The cornerstone of gathering positive reviews is offering excellent service. Ensure that your services and customer interactions exceed expectations, inspiring customers to share their positive experiences.
Step 2: Ask for Reviews
Often, customers will not think to leave a review unless prompted. Politely request customers to add a review on your Google Business Profile or other review platforms. The key here is to make the process as easy as possible for the customers.
Step 3: Use Email Marketing
Consider leveraging email marketing to request reviews. You can send a follow-up email after a tenant’s move-in or move-out, asking for their feedback.
Step 4: Respond to Reviews
Whether positive or negative, always respond to reviews. It shows that you value your customers’ opinions and are committed to improving the quality of your services.
Step 5: Monitor Reviews Regularly
Regularly monitor your online reviews, so you can respond promptly and manage any negative feedback proactively.
By implementing these steps, you can increase the number of positive reviews, thereby boosting your local SEO self-storage ranking, and ultimately, converting more potential tenants into actual bookings.
Optimize Your Website and Location Pages
Optimizing your website and more specifically, your location pages is an essential part of local self-storage SEO. On-page SEO techniques focus on optimizing individual webpages to rank higher and earn more relevant traffic in search engines.
Step 1: Optimize Location Pages
If your self-storage company operates in multiple locations, creating separate location pages is vital. Each location page should be distinct and contain specific details about the respective location, including address, operating hours, available units, and unique selling points. Incorporating localized keywords, such as “self-storage in [city name]”, can significantly boost your visibility in local search results.
Step 2: Optimize Service Pages
Just as location pages are crucial for local SEO, service pages play an equally significant role. These pages — including your business storage page, personal storage page, boat storage page, etc. — should be individually optimized based on the specific service they represent.
Ensure that each service page contains relevant keywords, high-quality images, and comprehensive information about the service. This optimization will enhance the page’s relevance and usability, leading to higher rankings on search engine results pages (SERPs) and appealing to potential customers.
Remember, on-page SEO techniques go beyond just keywords. It also includes optimizing meta descriptions, title tags, and images — all geared towards providing a high-quality user experience.
Build Backlinks and Website Authority
Building high-quality backlinks is a crucial part of local SEO self-storage strategy, playing a significant role in how Google evaluates which websites are authoritative and relevant. Backlinks are incoming links from other websites, effectively serving as ‘votes of confidence’ in your site.
A healthy backlink profile can improve your website’s domain authority, subsequently boosting your rankings in search engine results pages (SERPs). This can lead to increased online visibility, more traffic, and ultimately, more customers for your self-storage company. Here’s how to build backlinks systematically:
Step 1: Create High-Quality Content
The first step in acquiring backlinks is to create high-quality, unique content that others find valuable enough to link to. Whether it’s insightful blog posts, detailed guides, or engaging infographics, content is the backbone of your link-building strategy.
Step 2: Guest Blogging
Guest blogging is a time-tested strategy for building backlinks. Reach out to reputable sites in the storage industry or local business blogs and offer to provide valuable content in exchange for a backlink.
Step 3: Collaborations and Partnerships
Collaborate with other local businesses or industry influencers for mutual benefit. This could be in the form of shared events, co-authored blog posts, or cross-promotion on social media.
Step 4: Local Business Directories
List your business in reputable local business directories that allow a website link. This not only provides a backlink but also helps potential customers find your business.
Step 5: Monitor Your Backlinks
Regularly review your backlink profile to ensure you’re gaining high-quality links and to promptly address any problematic ones. Tools like Moz’s Link Explorer or Ahrefs can help with this.
By following these steps, you can effectively develop your backlink profile and enhance your website’s authority, contributing positively to your local self-storage SEO efforts.
Local SEO Tools to Consider
There are several tools available that can aid in your local SEO self-storage efforts.
Yext is a digital knowledge management platform that helps businesses manage their online presence across several platforms. It allows you to control your business listings and optimize your local SEO rankings.
BrightLocal is a suite of local SEO tools that assist in tracking local search rankings, auditing local SEO, and building citations. It’s particularly useful for self-storage businesses with multiple locations.
SEMrush is a comprehensive digital marketing tool, offering a range of features such as keyword research, competitor analysis, and website audits. It’s extremely useful for keeping an eye on your competitors and optimizing your website.
Ahrefs is another robust SEO tool that can help with keyword research, backlink analysis, and content research. It also offers an excellent site audit feature which can be invaluable for on-page SEO optimization.
By utilizing these tools, you can effectively monitor, analyze, and optimize your local SEO efforts, giving your self-storage business a competitive edge in the market.
Reporting and Analyzing Your Results With GA4
Setting up Google Analytics 4 (GA4) is a crucial step in local SEO for self-storage businesses. GA4 offers valuable insights into your website’s performance, helping you understand where your traffic is coming from, which tactics are working, and where improvements are needed.
Step 1: Set Up Google Analytics 4
To get started with GA4, you first need to create a new property in your Google Analytics account, choose ‘Apps and web’ during the setup, and follow the provided steps to complete the setup.
Step 2: Install GA4 on Your Website
Next, install GA4 on your website. This process varies depending on your website’s platform. Refer to Google’s guide for your particular platform to ensure correct setup.
Step 3: Analyze Performance Data
Once GA4 is set up, you can begin to analyze your performance data. Here are key metrics you should focus on:
- Tenant Acquisition By Channel: Monitor where your tenants are coming from. This can help you understand which marketing channels are most effective in driving traffic to your website. It is important to compare you various marketing channels to understand which ones are working well and where you can focus to acquire more tenants.
- Number Of Booked Units: This metric is crucial to understand how many users are converting into customers. You can set up specific conversion goals in Google Analytics based on desired actions, like a user booking a storage unit.
- Revenue From Local Search: It’s important to track users all the way to a booked unit and understand how much revenue is coming from local SEO efforts. This is the only way you will know if you should invest more in local SEO or if you need to invest more in Google Ads.
- Demographics: Understand who your audience is. A demographics report provides insights into the age, gender, and interests of your website visitors.
By regularly monitoring and analyzing these data points, you can optimize your local SEO efforts, improve your self-storage website’s performance, and ultimately, boost your revenue.
Keep Up With Industry Trends and Best Practices
Staying ahead of the latest industry trends and best practices is an essential part of effective local SEO for self-storage businesses. Search engine algorithms are constantly evolving and new SEO strategies emerge regularly. By staying updated, you can adapt your approach accordingly to maintain and boost your website’s rankings in search results.
Reliable sources for SEO news and learning include Search Engine Journal, which offers a plethora of comprehensive articles on SEO techniques and updates. The Moz Blog is another excellent resource, providing in-depth insights into SEO strategies and trends. Lastly, Google’s Webmaster Central Blog is a must-follow for any business venturing into SEO. It’s the primary source for news on Google’s search algorithms, features, and updates.
By regularly following these resources, you can ensure your local SEO self-storage strategy remains current, effective, and competitive in the ever-changing digital landscape.
When to Consider Hiring a Professional vs. Doing it Yourself
Deciding whether to manage your local SEO self-storage efforts in-house or to hire a professional is a significant decision. Both approaches have their merits and drawbacks, and the best choice often depends on your specific circumstances.
Doing it Yourself
Choosing the DIY route can be beneficial if your business is starting up and you’re on a tight budget. Managing your local SEO in-house can save money and provide a learning experience.
This approach allows you to have a direct hand in your SEO strategy, enabling you to fully understand your company’s digital footprint. However, it requires a considerable time investment and a commitment to staying updated with the latest SEO trends and techniques. If you lack prior SEO experience, there can be a steep learning curve to understanding and effectively implementing local SEO strategies.
Hiring a Professional
On the other hand, hiring a professional or a self storage digital marketing agency that specializes in local SEO can be an excellent choice if you lack the time or technical expertise. Professional SEO services have the necessary skills and knowledge to optimize your website effectively and efficiently. They have a full understanding of complex SEO concepts and stay updated with the latest trends and algorithm changes. Hiring professionals also free up your time, allowing you to focus on other aspects of your business.
However, this comes at a cost, and you need to ensure you’re working with a reputable self storage seo agency that offers transparency and can deliver tangible results.
In conclusion, if you have the time and are willing to learn, managing your local SEO could be a cost-effective solution. But, if you’re strapped for time or lack the necessary expertise, investing in professional SEO services could provide a higher return on investment in the long run. As always, it’s crucial to weigh the costs and benefits to determine the best fit for your business.
Get Started With Local SEO for Self-Storage Companies
Ready to elevate your business’s online visibility and reach your target customers faster? Implementing local SEO for your self-storage business can provide the competitive edge you need in today’s digital landscape. Remember, SEO is a long-term strategy that requires consistency, patience, and a keen eye for trends and analytics.
If you’re prepared to take your business to the next level but need assistance, consider partnering with a professional SEO agency that understands your industry’s unique needs. Take the first step today, and watch your business grow tomorrow.