Competing online against REITs and larger self storage operations can seem like a difficult task for small to mid-sized storage facilities. But it doesn’t have to be. With a local search optimization plan in place, storage facilities of all sizes can compete on a more level playing field in the ever-growing storage industry. If you’re not sure what local search optimization is or what its major components are, here’s your crash course.
What Is Local Search Optimization?
So, by now, you know that marketing your facility online should include search engine optimization (SEO). This is how your facility’s website gets indexed by search engines to be pulled into results for relevant search terms like “self storage” or “storage units.” If you’re a small to mid-sized operator trying to compete with larger operators in your local market, then that SEO plan should include local search optimization.
Local search optimization, in basic terms, means getting your website and business listings found in more local search results whenever someone searches “self storage near me” or “storage units in [your city].”
There are two major ways to optimize your facility’s online presence for local search. The first is to focus on local business data. This is the NAP+W information (business name, address, phone number, and website) you see in online directories and in Google results whenever you search for your facility. Ensuring that this information is accurate and consistently used across your website, local business listings, and other industry directories sends a signal to search engines that tells them you’re a legitimate and trustworthy business. This, in turn, can help you show up more often in local search results.
The second way is to optimize the content on your website. That’s everything from text to images. You have to work in local keywords, such as city name, neighborhood or district, proximity to a military base or university, street names and intersections, and other landmarks that demonstrate where your facility is located. Similar to business data, this tells search engines what area your website is trying to target. By targeting these keywords and phrases, you increase the likelihood of being found in those searches.
Why Does Local Search Optimization Matter?
Not only is local search optimization affordable for smaller marketing budgets, but it makes competing in a local storage market easier for small to mid-sized operators who can’t outbid or outperform REITs and larger storage operations in directories, paid search, social media, and other advertising avenues. It’s the best way to stay visible in online search and directly target local self storage consumers in your area.
So why aren’t more facilities using local search optimization if it levels the playing field? Well, for one, it’s a relatively new concept for operators who are just now getting online. But the biggest reason why storage facilities have yet to invest in it is that it requires regular monitoring and maintenance for success.
Storage operators are already busy with day-to-day operations and plans to improve bottom lines, which means there’s not much time and effort for local search strategy work. Also, like everything related to SEO, the results from local search optimization take time to see. The benefits are long-term, not immediate, and that can sometimes be discouraging for operators who’ve invested into the maintenance of a plan.
Don’t let that scare you away from local search optimization. When done right over a period of time, local search optimization can help your facility bring in new tenants at a lower overall marketing cost than other methods. It can be the difference between simply having a website and turning a web presence into a conversion funnel year after year. The time, energy, and money you invest in local search is well worth it.
And if creating and maintaining a local search plan isn’t your strength, then find a company that understands local SEO and knows how to craft a plan specifically for self storage facilities.
