Self storage is a needs-based product, for that reason, search engines tend to be the predominant acquisition channel for new customers (our own data shows ~50% of online bookings come from search).
So, what are people searching for in order to find your business? And what can be done to maximise your chances of being discovered?
Usually they’re searching for one of the following:
Storage / Self Storage / Storage Units in [Location Name]
Storage / Self Storage / Storage Units near me
With these search behaviours in mind, we’ve created a guide on what you can try to help you reach the top of the rankings.
1. Invest in Google Ads
To cut to the chase, there’s only one magic solution that guarantees you appear top of Google for one of these keywords. It’s having Google Ads set up for them and having the highest bid. We recommend investing in Google Ads even if you’re ranking well to ensure you get seen, but spending enough is not always an option. The rest of this guide focuses on what else you can do that doesn’t have to involve spending money.
2. Set up and Optimise Your Google Business Profile
Beyond ads, your Google Business Profile is your next best asset for local search visibility. Google usually highlights Business profiles for location based searches, so it can be a great shortcut to getting discovered.
Ensure your profile is meticulously filled out with all the details you can provide. Make sure there are high quality photos and keep them up-to-date. It’s vital you also do whatever you can to encourage customers to leave reviews. Positive reviews enhance your profile's appeal, but also directly contribute to higher rankings in local search results.
Check out our dedicated guide on Maximising Your Google Business Profile for Success for more.
3. Focus on Local SEO
Optimising your website for local search is essential. Incorporate location-based keywords into your site’s content, meta titles, and descriptions. Creating location-specific pages can also improve your visibility for searches that include “in [Location Name].”
For example, you might have a service area section on your homepage with the towns nearby. Each town name could link to a dedicated page on our website for it, e.g. yourstorageco.com/townname-self-storage. Don’t forget to include links to these pages in other places on your site like your footer as well. Pages which aren’t linked are less likely to be indexed.
Ensure your site is mobile-friendly and fast-loading, as these factors significantly impact your search rankings and user experience. At Stora, we’ve made speed and performance a key focus of our self storage websites, to ensure that poor performance is never the reason why your website is not ranking well.
Should you include “Self storage near me” in your content?
When someone searches for a term like "self storage near me" on Google, it utilises their location data to provide search results that are relevant to their current location.
For this reason, it’s usually not necessary to have keywords like this within your website content. It’s better practice to focus on your location-specific terms.
Focus on creating valuable, informative content that naturally includes localised keywords. This approach is more aligned with search engine algorithms and improves user engagement, leading to better SEO outcomes without relying on repetitive exact-match phrases.
4. Leverage Social Media and Content Marketing
Building a strong online presence through social media and content marketing can indirectly influence your search engine rankings. Share useful content that addresses common questions and concerns related to self storage. Engage with your community on social media platforms to drive traffic to your website, increasing its authority and relevance in the eyes of search engines.
Also, don’t sleep on YouTube. It’s owned by Google, and they often include videos within search results. Try uploading a few videos of your facility to it, and be sure to use your target keywords in its title and description.
5. Get High-Quality Backlinks
A backlink is simply a hyperlink from another website to yours, serving as a signal of endorsement and relevance to search engines. Quality backlinks from reputable sources signal to search engines the authority and credibility of your website. In an ideal world, you’re creating compelling, valuable content that addresses the needs of your target audience, encouraging natural link sharing.
Unfortunately, self storage web pages aren’t the most likely to get shared around, so you’ll need to focus efforts on getting backlinks in other ways too.
Try to establish local partnerships with reciprocal links, participate or sponsor community events in return for a link, and list your business in respected directories to secure authoritative backlinks. These efforts not only boost your SEO but also solidify your presence in the local community, improving your ranking in local search results.
6. Monitor Your Online Reputation
Actively manage your online reputation by monitoring and responding to customer reviews across various platforms, not just on your Google Business Profile but anywhere else someone might be able to review or comment on you, like Facebook or Instagram. This shows potential customers that you value feedback and are committed to customer satisfaction, encouraging them to choose your facility over competitors.
7. Monitor, Analyse, and Adapt
Now that you’ve taken action to improve your local search results, it’s important that you use tools like Google Analytics and Google Search Console to track your website's performance, understand how users are finding you, and identify areas for improvement. Regular analysis allows you to refine your SEO and advertising strategies, ensuring that you remain competitive in search results.
In conclusion, dominating local search results for your self storage business requires a multifaceted approach, blending both paid and organic strategies. From investing in Google Ads for immediate visibility to optimising your Google Business Profile and enhancing your website's local SEO, each step plays a crucial role in improving your online presence.
We hope that by implementing these tactics, your self storage business can achieve and maintain a prominent position in local search results, driving more bookings and boosting your bottom line.
