A Facility Owner’s Guide to SEO: Soaring through Search Rankings

March 16, 2021

You’ve heard about search engine optimization (SEO) more times than you can count. From webinars, to conferences, to marketing ads, and e-books, there’s an abundance of information designed to make you think about SEO as the best marketing plan for your facility. But it’s not wrong to say that your facility needs SEO – as a matter of fact, it’s the single-most important thing your facility needs to compete and stand out against other storage facilities fighting for your space on the internet.
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The problem with content on SEO, especially in 2021, is the fact that no one spends enough time explaining the importance of a good search marketing strategy. This leaves facility managers and owners confused, and without a full understanding of how optimizing SEO benefits revenue streams. 

Internet marketing – and by extension, internet technology – has become so convoluted that most facility administrators often just buy marketing plans, attempting to increase visibility through a team of experts. However, due to the complexity of SEO and the adoption of new technologies over the past decade, some “expert” marketing agencies outsource the work to other agencies, charging facilities owners and managers double the price for work they’re paid to do themselves.

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This short breakdown of SEO is specifically designed so that you, the facility owner or manager reading this blog post, understands all the benefits that search engine optimization encompasses for your storage facility. Comprehending this level of internet marketing gives you the power to break the outsourcing cycle and make informed decisions when shopping for a marketing firm. 

Simply defined, SEO is the process of improving the quantity and quality of traffic to your website through free organic search results. 

When people search directly for your business, they find it. However, the problem is most people don’t directly search for storage facilities by name – they search by keywords like, “boat or rv storage”, “storage unit” or “cold storage”. Optimizing website content, along with a combination of over 200 other search engine ranking factors make up the breadth of search optimization. The goal of SEO is to optimize according to these ranking factors and increase both quantity and quality of traffic to your site.

Your facility can have the highest quality units or the best pricing in the area, but without proper search engine optimization, you will constantly lose potential revenue. Unfortunately, in this era of social media and rapidly advancing internet technologies, sales by word-of-mouth is dying at an incredible pace. Optimizing your website with tested best practices, while building tenant interest with additional content like blogs and videos is necessary to compete with other facilities in your area.

You want to be seen in search results. Visibility is everything when it comes to SEO. According to a recent study, the first organic result in Google Search has an average click-through rate of 28.5%. Essentially, tenants will almost always select the first item presented to them in a list. 

By building your site with SEO in mind, your facility becomes visible enough to grab the attention of potential tenants before they think about renting anywhere else. Furthermore, SEO allows you to create an imprint on even the most informed tenants, making it so that your brand comes to their mind before any other facilities in the area. 

Of course, building content and optimizing your website for SEO is both complex and time-consuming. It’s not something you can do without a team. Increase your visibility and search rankings with The Storage Group today; our in-house team of experts understand SEO and apply the best practices for you and your business. Request a demo with us and learn how we can improve your search rankings and build your content strategy plan today.

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