Get Found Online! Learning Local SEO Strategies for Your Self-Storage Business

Search engine optimization (SEO) is a multi-faceted process that increases the online visibility of your self-storage business, but it goes deeper than that. It can also improve your organic presence in a big way, which means you’ll attract more potential tenants.

In particular, local SEO is important for a self-storage facility, as many customers seek options near to where they live and work. In fact, searchers will often focus on the results displayed in the Google Map Pack, which is the three or more results that appear at the very top of the search page, next to the map.

Below, I’ll further explain the significance of local SEO and outline specific strategies to improve it. I’ll also illustrate how all these methods work together to help self-storage operators boost their rankings on search engine results pages (SERPs).

Elevating Your Business Locally

Local SEO greatly impacts lead volume for a self-storage business. As the Map Pack is the first SERP feature that appears after paid sponsor ads, it also generates a high amount of organic traffic. When a user is searching for terms like “storage near me,” companies that are nearby naturally appear.

That said, there are ways to increase your facility’s visibility so it places higher in search results than other competitors in your market. Google looks at several factors to determine the order in which companies should rank on the SERP. They include:

Customer reviews. These are one of the most important rankings factors for local SEO. When a customer is searching for “storage near me,” operators that have a more recent and better reviews will rank higher in the Map Pack. Overall, the quality of reviews has a major impact on a user's decision to choose one company over another.

Business information. Your facility’s name, address and phone number (NAP) must be accurate and consistent across all online business listings, including the all-important Google Business Profile (GBP). Search engines will penalize you if they aren’t. If the NAP is incorrect, it leads to confusion and a loss of potential customers.

Photos. Any pictures you use on your self-storage website and online business listings should represent and be relevant to your business, not generic ones you download from an image service. They should also be visually appealing, so they highlight your property and its amenities.

Your GBP cover photo should feature your facility signage as well as the storefront, so search engines and potential customers know your business is legitimate. Images of the office interior offer another visual representation. Additionally, add photos of interior and exterior units of varying sizes.

Keywords. Another strategy for ranking higher in local, organic search results is to use core keywords like “storage units in [market]” and “self-storage in [market].” These phrases resonate with users but can vary across regions. Using tools like Google Trends and Google Keyword Planner can help you determine which terms are better suited for your location.

For example, it may be that “storage units” is more heavily searched than “self-storage” in your area, in which case it’s important to optimize your website and online profiles for the more popular term. Incorporating these keywords into title tags, meta descriptions and header tags is critical to help search engines grasp the purpose of your online content and will benefit your SERP rankings.

Additionally, it’s vital to target keywords that mention self-storage features and amenities. Customers may search for “long-tail keywords” if they’re looking for a specific type of storage, for example “climate-controlled storage,” “RV storage” or “boat storage.” These amenity-based keywords can improve your local rankings. Similarly, keywords for specific unit sizes can be beneficial, as people often search for dimensions like 5-by-5 or 5-by-10.

Content. On-page, localized content is another essential part of building an organic online presence that helps your self-storage business rank higher in SERPs. It caters to the preferences of local audiences while signaling to search engines the authenticity and quality of your website. Search engines tend to prioritize sites they perceive as being more relevant to the market being targeted. By providing information about your facility’s surrounding area, perhaps nearby landmarks and neighborhoods, it builds significance and improves online visibility, differentiating your business from competitors that post thin and generalized material.

The Local Advantage

Effective, local SEO can boost your self-storage facility’s visibility on search results, no matter the size of your market. The strategies described above can elevate your online presence, attracting a broader range of customers and ultimately driving growth. By embracing customer reviews, accurate NAP information, optimized images, targeted keywords and localized content, you can navigate the digital landscape with confidence, ensuring a strong organic authority.

Amijah Jackson is a search engine optimization (SEO) specialist for Go Local Interactive, an Overland Park, Kansas-based digital-marketing agency that offers solutions for SEO, pay-per-click advertising, local-listings management, content and web development, and more. Amijah focuses on tailored SEO strategies that help self-storage operators optimize their online visibility. To reach her, email [email protected] or call 913.689.3170.