Nine Self-Storage SEO Strategies for Boosting Leads in 2024

Nine Self-Storage SEO Strategies for Boosting Leads in 2024

by Henry Purchase, Storeganise

Succeeding as a self-storage business isn’t just about picking the right location—you also need to establish your online presence. In today’s digital age, having a strong presence on the Internet can be the difference between vacant units and a fully occupied facility. By implementing effective self-storage SEO (search engine optimization) strategies, you can attract local customers without spending a dime on ads.

Here are nine SEO strategies that can help you fill your self-storage units with zero ad spend:

1. Conduct Proper Keyword Research

Start by understanding what your potential customers are searching for—keywords.

Keyword research is the foundation of any successful SEO strategy. Use tools like Ahrefs, SEOSpace, SEMrush or Google's Keyword Planner to identify keywords with low difficulty and a reasonable search volume. These tools will help you discover which phrases people in your local area are using to find self-storage services.

Ensure the keywords are relevant to your business and align with your marketing goals. For example, phrases like “self storage near me” or “climate-controlled storage [Your City]” can be highly effective.

2. Do an Extensive Competitor Analysis

Knowing what your competitors are doing can provide valuable insights. Analyze the top-performing self-storage websites in your area. Look at the keywords they rank for, how they structure their Google Business Profile pages, their landing pages, blog content and overall website layout.

Tools like SpyFu or Moz can help you discover which keywords your competitors are using. Then, use this information to refine your strategy and find gaps you can exploit to gain an edge.

3. Prioritize On-Page SEO

On-page SEO involves optimizing individual webpages to rank higher in search engine results and attract more relevant traffic. Here are some targeted recommendations to enhance your on-page SEO:

Keyword Placement: Position your main keyword in the first header (H1) of your page, within the first 100 words, and distribute it naturally throughout the content (every 100–200 words). Also, incorporate the keyword into at least one subheading (H2 or H3).
Content Relevance: Address common questions customers might have on individual pages to ensure the content is helpful and informative.
SEO Title and Meta Description: Ensure that your SEO title is between 50–60 characters and your meta description is between 150–160 characters to optimize snippet display in search results.
Website Speed and Performance: Utilize tools like PageSpeed Insights to analyze and improve your website's speed and performance, with a focus on mobile users.

You can find more details about on-page optimization in this detailed self-storage SEO video guide:

4. Set Up a Google Business Profile (GBP)

Your Google Business Profile is critical for local SEO. When someone searches for a self-storage facility near them, a well-optimized GBP will help your business show up in local search results and on Google Maps.

Ensure your GBP is complete with accurate business information, high-quality photos and regular updates. Encourage your satisfied customers to leave positive reviews, as they play a significant role in local SEO. However, when seeking reviews, ensure you approach your customers politely and not too forcefully. A good idea is to have printouts of a QR code that links to your GBP review page inside the office of your self-storage facility (or if you do not have an office, on the doors of main throughways).

Once the reviews start coming in, you can proudly display them on your homepage to encourage potential customers to rent a unit. Check out how this Yonkers-based self storage did theirs.

5. Show Your Expertise via Content Creation

You need to show potential customers that you’re an expert in the self-storage niche by creating and publishing valuable content.

Adopt a content pyramid strategy where your main keyword focuses on your landing/money page, supported by blog posts targeting related keywords. This structure helps funnel traffic from informational searches to your conversion pages. With data showing that only 3% of target customers are ready to buy now, your main keyword should cater to those “ready-to-buy” searches while supporting keywords address informational queries.

Use the keyword research and on-page optimization techniques shared earlier to identify target keywords and optimize your content. For instance, if your main keyword is “self-storage units [Your City],” your supporting blog posts could cover topics like, “How to Pack for Storage” or “Benefits of Climate-Controlled Storage.” This approach not only boosts your SEO but also positions you as a knowledgeable resource in your community.

6. Integrate Google Search Console and Google Analytics for Tracking and Monitoring

Utilize tools like Google Analytics (G4) and Google Search Console to collect relevant data about your website to inform Google that your site is ready to be displayed in search results.

Google Analytics (G4) helps track visitor behavior, providing insights into which pages are performing best and where improvements are needed. Google Search Console, on the other hand, allows you to monitor your site’s presence in Google search results, submit sitemaps and identify issues that need fixing. These tools are invaluable for diagnosing problems, understanding how users find and interact with your site and continually refining your SEO strategy.

For example, if you notice that a particular blog post is driving significant traffic but has a high bounce rate, it might signal that the content needs to be more engaging or relevant. Check out these detailed guides on how to connect Google Analytics to your site and how to submit your site to Google Search Console.

7. Focus on Securing High-Quality Backlinks

Backlinks, or referring links from other websites, improve your domain authority, signalling to Google that you’re an industry authority.

To get backlinks, build relationships with other self-storage operators, engage in digital PR (like guest posting), produce link-worthy content and list your business in directories using tools like BrightLocal. These directories not only provide backlinks but also enhance trust since they have a verification process.

If you don’t have the time to devote to securing quality backlinks, consider hiring an SEO expert. Quality backlinks can come from local news sites, industry blogs and even partnerships with other local businesses. Creating high-quality, shareable content, such as infographics or comprehensive guides, can also attract natural backlinks from other sites. For example, when working with clients like Storeganise and Storefriendly, we focus heavily on digital PR to show Google they’re industry leaders and boost them above the competition.

8. Improve User Experience on Your Website

A poor user experience can lead to high bounce rates, (i.e., the percentage of visitors that leave your site after viewing only one page). Offer a voucher to volunteer customers and observe their interactions with your website as they try to book a unit. Any difficulties they encounter indicate an area for improvement.

Google Analytics (G4) can also provide insights into user behavior, helping you identify problematic areas. To keep visitors engaged, focus on making your website intuitive, fast and mobile-friendly. For example, if users find it difficult to navigate your site on a mobile device, they’re likely to leave.

Ensuring your site loads quickly, has clear calls to action and is easy to navigate can significantly reduce bounce rates and increase conversions.

9. Commit to a Long-Term SEO Strategy

SEO is a long-term game that requires consistent effort. When we started at Storeganise, we were getting about 70 organic visitors monthly until we partnered with ROUGH WATER MEDIA, a self-storage SEO agency.

After several months of consistent effort, we began to gain momentum and are now receiving around 10,000 visits and 200+ inbound leads per month. This illustrates the importance of sticking to your strategy over the long term to generate results. Once results start showing, minimal effort is required to maintain them.

Develop a plan for the number of blog posts you’ll publish each month, how often you’ll perform competitive analysis and the number of reviews you aim to collect. Remember, consistency is the best strategy. Regularly update your content, keep track of industry trends, and continuously optimize your site based on performance data. SEO is not a set-it-and-forget-it tactic; it demands ongoing attention and refinement.

In Summary

By following these nine strategies, you can optimize your self-storage business’ online presence, attract more local customers and keep your units occupied—all without spending on ads. Remember, SEO requires patience and persistence, but the long-term benefits are well worth the effort.

Henry Purchase is head of SEO at Storeganise, a leading self-storage software, and founder of ROUGH WATER MEDIA, an SEO agency specializing in self storage. Henry ranked Storeganise #1 in the U.S. for "self-storage business" and "self-storage software"—beating thousands of businesses for the top spot.

Read More Blog Posts »