Imagine a world where your self storage business ranks in the top three of search results, your rentals are increasing, and your marketing budget is cut drastically.
Isn’t that a pretty picture?
All of this is possible, but it will take consistent work and SEO knowledge to make it happen. At Storagely, we consider ourselves marketing experts in the self storage industry. We want to share everything we’ve learned about self storage SEO, so you can have all of the tools in your tool belt to build the self storage business of your dreams.
If you’ve entered the self storage marketing game at all, you have heard how essential it is to have a robust SEO strategy. However, like many storage owners, you may have found yourself caught in a constant game with Paid Ads. Unfortunately, Paid Ads aren’t as effective as you might think. Additionally, when you stop spending money on your paid ads, your marketing essentially dries up, leaving you with little to work with after investing a large sum of money for who knows how long. When you budget SEO services, Paid Ads and SEO strategies present several key differences. However, if you know how to navigate this change, you’ll be shocked by the incredible results SEO will give you.
It’s possible to increase rentals and achieve a higher Google ranking without Paid Ads, but this requires consistent SEO work. Yes, it will take some patience and digital elbow grease. However, your efforts will be rewarded in the end.
In this blog, we’ll explore the intricacies of an effective SEO strategy and how to apply your marketing budget to get the best bang for your buck.
Let’s get started.
What Is Self Storage SEO?
Let’s take a step back for a second. What’s SEO in the first place? Search Engine Optimization (SEO) is the practice of optimizing your website to rank higher in search engine results pages (SERPs). This means that when someone searches for a term related to your business, products, or services, your website will appear at the top of the list.
But what does this have to do with self storage? Well, SEO for self storage follows the same principles as any other type of SEO. The goal is to increase online visibility and drive more traffic to your website, ultimately leading to more customers and revenue for your business.
Now, you may be thinking, “Why do I need SEO for my self storage facility? Can’t I just rely on traditional marketing methods?” While traditional marketing can certainly be effective, it’s important to recognize the shift towards digital marketing in today’s society. With more and more people using the internet to search for products and services, having a strong online presence has become crucial for businesses of all industries—including self storage.
Plus, with the rise of online marketplaces and review websites specifically for self storage facilities, it’s becoming even more important to have a strong SEO strategy in place. This will not only help your facility stand out from competitors, but also make it easier for potential customers to find and choose your business over others.
Here are some strategies that self storage facilities can use to improve SEO rankings:
- On-Page SEO: This involves optimizing the content and structure of your website, including keywords, meta descriptions, internal linking, and creating high-quality SEO content. Keyword research is imperative to ensure the success of your SEO campaign.
- Off-Page SEO: Refers to techniques used outside of your website to improve its ranking, such as backlinking, link building, and optimizing your Google Business Profile.
- Local SEO: This focuses on targeting local customers by optimizing your online presence for localized search results. This is especially important for self-storage facilities, as most customers will be searching for “storage near me.”
Prioritizing organic search ensures your business website ranks higher in search engine results without relying solely on paid ads. SEO specialists can help you create and implement a customized strategy that combines these different tactics to improve your website’s search engine ranking and drive more traffic to your business.
At Storagely, we go above and beyond what’s considered the SEO norm. What other marketers may call the “finish line” is merely where we begin. Basic SEO lets Google know where you are, but our Second-Mile SEO provides Google with a GPS to know how to find your content turn by turn. As a result, Google will prioritize you in search results. What does this mean? Increased rentals.
Want to know more about Second-Mile SEO strategies? Check out our blog and eBook: The Ultimate Checklist for Self Storage SEO: Innovative Strategies Guaranteed to Transform Your Business!
How to Create a Budget for SEO Services
The equation for effective SEO is TIME + proper Investment.
If you’ve used Google Ads in the past, you’re likely used to changing your budget on the spot in reaction to the Ad results. However, SEO is a long game. Slow and steady wins the race! Instead of adjusting your budget every month, you should stay consistent with your budget for a predetermined period of time until certain goals are achieved. Once you’ve reached your target goal, you can pull back and adjust your budget.
How to Budget for Self Storage SEO Success:
- Avoid making changes to your budget every 1-2 months. Success in SEO comes from staying the planned course. Be steady and consistent.
- Time should be measured in chunks of 3-6 months. Ideally, you should not change the budget for at least 6 months—then evaluate your progress.
- High investment without time will fail. There is no fast lane in SEO.
- Ensure you have allocated enough to your budget to make a difference. Time with low investment will also fail. If the budget is too small to do any work, no progress will be made.
What to Expect When You Budget SEO Services
Search engines will continue to play a part in the success of your storage business. From online rentals to reviews, it’s essential to have a handle on your online presence. Choosing to invest in your SEO is a permanent investment that can transform your self storage facility. SEO services for small businesses are a game changer. Once you’re enjoying the benefits of organic traffic, SEO will pay for itself.
However, it’s crucial that you start off on the right foot. The first year of SEO work will determine the success of your SEO marketing efforts. You can still take steps back if you pause or pull back at the wrong time.
Proper SEO work is like finishing a course of antibiotics for a bacterial infection. If you take it for a few days and stop as soon as you start to feel better, the infection can come back. You have to stay the course. Similarly, when you first start SEO, there’s a big lift. Many feel like they can pull back once they start to see a little improvement, but that’s too quick. Google is still figuring you out. It’s vital that you stay consistent throughout the first year of your SEO strategy and avoid drops.
Movement Across Rankings
- It is EASY to get to page 2. It can be done FAST (3-5 months) with an average budget that is relevant to the city’s size.
- It is HARD to move from page 2 to page 1. It will require 6-12 months with an average budget that is relevant to the city’s size.
- It is EXTREMELY HARD to move from the bottom of page 1 into the top 3. It may require 1-2 years with an average budget that is relevant to the city’s size.
What to Expect in the First Year of SEO
- Budgets should not be decreased until the new website has been live for at least 6 months.
- Budget increases can be made at any time, but the increase should last for a minimum of 6 months to provide steady and consistent work. Avoid making a big increase for 1 or 2 months.
- There might be a lot of movement in rankings (up and down) week to week. This is normal. Avoid making any changes to the strategy or budget until the rankings “settle.” Settling means the increases are smaller month-over-month and there is more improvements than decrease.
What to Expect the 2nd Year and Beyond
- Budgets can be decreased over time while similar future improvements are still being seen.
- New locations added (brand new locations or acquisitions) will rank faster than they did the first year.
While you’re growing your SEO strategy and improving your organic ranking, it’s important to give it proper time and funds. After you have accomplished your SEO goals, you can switch to maintenance mode. Maintenance can look like a few hundred dollars a month, zero, or more—it all depends on your goals and local competition. Your overall budget for technical SEO services during the entire process will depend on your storage business’s needs. The level of local competition, number of locations, and your unique goals will determine your self storage services budget. Affordable Search Engine Optimization is possible, but you have to put in the work.
To ensure the long-term success of your digital marketing strategy, it’s important to have realistic expectations and allocate the necessary time and resources for optimal results. Remember, Rome wasn’t built in a day, and neither are those coveted page-one rankings. As you progress into the second year and beyond, you’ll notice that your SEO costs can be reduced while still maintaining positive improvements. Plus, any new locations you add will rank faster than they did in the first year. So, keep calm, trust the process, and let your SEO strategy work its magic. After all, good things come to those who optimize!
Interested in learning more about how Storagely can help transform your self storage facility through Second-Mile SEO strategies and the most affordable SEO services? Contact us today for more information! Let us help you achieve SEO success and reach new rental heights.