Has Your Self-Storage Business Lost Its SEO Edge?

by Brett Harper

If yourself-storage commercial enterprise isn’t performing on Google’s first web page of seeking results, you’re losing customers. Read how one facility owner misplaced his search engine optimization “edge” and what he’s doing to get it to lower back.

Two years ago, my organization ruled web page one in every of Google search results whenever someone searched for “Cleveland TN self-storage.” In fact, our three locations have been displayed as much as 4 times in search queries. We seemed at the top of the page with a pay-in keeping with-click on (PPC) ad and on Google Maps as the first self-storage provider. We also had one or natural links to our internet site. Since ninety percentage of users don’t scroll past the primary web page, it’s essential to be seen there.

Now, speedy forward to earlier this 12 months and a purchaser would’ve been fortunate to find my groups anywhere on web page one. Somehow, we lost our search engine optimization (search engine optimization) part!
What Happened?

How did we move from being the business enterprise that confirmed up everywhere when storage customers searched on-line to now not even displaying up on Google’s first page? Two things took place.

First, we moved our commercial enterprise office, which prompted a pair of troubles with Google algorithms and penalized us in search results. While I up to date the physical deal with on our website, Google Business web page, and a few different locations, we didn’t update all of the online directories that combination key records about neighborhood organizations, e.G., Better Business Bureau, Manta, Yellowpages.Com, and Yelp. (Marketing firm HubSpot gives a comprehensive listing of directories so that you can add your commercial enterprise and enhance your search engine marketing.)

When Google sees that an agency’s physical addresses don’t fit up with a couple of Web resources, it hurts the business’ web page rating. So, it’s essential to make sure the addresses, telephone numbers, and so forth., on those directories are correct.

The 2nd issue that happened turned into I were given lazy. I was doing top-notch and dominating my local online market, so I became complacent and placed that advertising and marketing on autopilot. Below are a few particular areas wherein laziness had an immediate impact on we seek role.

Website search engine marketing. I stopped that specialize in it. I was now not checking to ensure our internet site changed into optimized for keywords, operating, and continually being stepped forward with information useful to ability tenants.

There turned into a duration after I wasn’t often checking the website in any respect. When I finally did, I found out it wasn’t even online. I referred to as the website provider and became advised the company didn’t host my web page. I had to remind the consultant I became paying $ ninety-seven a month for the service. He quickly apologized and reinstated the website hosting package deal. It simply is going to show: It’s critical to test on your internet site periodically to ensure it’s operating and providing the consumer revel in you anticipate.

Creating content material to get back links. In the past, I wrote articles for my agency blog and diverse trade guides that protected one-way links, that’s while any other internet site includes a link to a page on your internet site. Google opinions oneway links to assist decide website rating. I had stopped focusing on this.

PPC campaigns. Two years ago, no other storage providers in my metropolis of a hundred,000 people were the use of Google AdWords. This became notable! Ads have been cheap and opposition turned into narrow. Now, however, my competition is the use of PPC marketing.

When I went again into my AdWords account and reviewed my advertisements, key phrases and landing pages for PPC ads, it turned into apparent things were stale and sloppy. The touchdown pages weren’t smooth to navigate, and it wasn’t easy to discover facts while not having to click on in several locations. Users anticipate getting what they want in a single area. They don’t like having to view multiple pages to get the selection-making statistics they want.

I should get by with all this in the beyond due to the fact I turned into the simplest garage facility in my region that had a Web presence. But through this yr, others had caught up and had less complicated, extra intuitive landing pages for their users to find out about unit sizes, quotes and signal-up records. The results of my complacency weren’t instant, however, they did trap up with me, and Google moved us below page one on search queries.
Fixing It

OK, sufficient about what I did wrong. Let’s talk about what I’ve been doing to fix matters and regain the No. 1 online position in my marketplace!

Reviewed and updated internet site. I’ve made sure our internet site carries accurate statistics and works correctly, and that the Google Snippets offer a clear photograph of what each page gives (these are the summaries that seem beneath each search end result). After numerous updates made over time by means of my internet site issuer, a number of the content had been altered. It now not enticed a consumer to click on. I’ve considering the fact that updated and corrected facts and delivered useful Q&As customers will need to study when they search for a garage unit.

Updating on-line directories. My crew has taken the formerly stated listing of free on line directories and made sure our enterprise is on every. More essential, we’re making sure all commercial enterprise information (deal with, smartphone wide variety, and so forth.) is accurate and suits what’s indexed on our internet site. Over time, Google will crawl these directories and determine the statistics is constant. Our internet site will again be taken into consideration dependable for customers who’re looking for self-storage, for you to result in a higher web page rating.

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