Mastering the Art of Keyword Research: Drive More Self-Storage Website Traffic and Rentals

Everybody knows keywords are an essential part of search engine optimization (SEO), but not everyone knows how to use them properly or to the best advantage. Keyword research is a digital strategy that’ll help you identify the right keywords on which to focus your marketing, so you can drive more traffic to your self-storage website and rent more units. Once you understand how it works, it may feel a bit daunting. But trust me, it’s well worth the effort!

Now, let’s roll up our sleeves and dive into the nitty-gritty. Keyword research isn’t as scary or complicated as it sounds. In fact, this tactic can be quite exciting once you start seeing your self-storage facility’s search rankings climb!

Identifying Your Keyword Targets

Improving your self-storage facility’s SEO is crucial, as it’s the biggest source of potential new renters. Think about it: When people need storage, what do they do? They take out their phone and do a search. If your website isn’t optimized for the right keywords, you’ll miss out on being discovered.

To ensure your self-storage business is found online, you need a sound keyword strategy. I’m not just talking about generic terms like “storage units” or “self-storage.” To connect with potential customers in your area, you must dig deeper. You need specific targets that’ll make you stand out from the competition.

Related:5 Steps to Driving More Local Traffic to Your Self-Storage Website

Start with local-based keywords. These include your city or state. Think “storage unit in [your city].” When people search for storage, they’re usually looking for something close by. By including local keywords in your title tags, meta descriptions and throughout your website content, you’re telling Google and other search engines that you’re relevant. That can give you a big boost in the search results.

Next, there’s feature-based keywords. These highlight the things that make your self-storage facility unique. Maybe you offer climate-controlled units, 24/7 access or state-of-the-art security. Whatever your special features are, include them, for example, “climate-controlled storage units in [your city]” or “self-storage with 24/7 access.” By targeting specifics, you aren’t only attracting customers who are looking for particular amenities, you’re showing search engines that your facility has something distinctive to offer, which will help you rank higher in results.

Finally, don’t forget question-based keywords. These address common questions or concerns potential customers might have, such as “How much does self-storage cost?” or “What size storage unit do I need?” Content that answers these inquiries provides valuable information and shows search engines that your website is helpful. Plus, you can attract people who are in the early stages of their search. They might not be ready to rent a unit just yet, but by providing helpful guidance, you’re building trust and establishing your facility as a go-to resource.

Related:Gain an Edge in Your Self-Storage Market by Conducting This 5-Step Competitor Analysis

The bottom line? When it comes to self-storage keyword research, it pays to be specific. By targeting local-, feature- and question-based keywords, you can attract more rentals and show search engines that your site is valuable for storage seekers.

The Right Research Tools

There are many tools to help you choose the best keywords for your self-storage digital marketing. The key is to use a combination of techniques to build a comprehensive list. Don’t just rely on one tool or one type of keyword. Mix it up and cover all of your bases. Here are some great options in your keyword-research “toolbox”:

Google Keyword Planner. This free tool is part of the Google Ads platform, however, you don’t need to run ads to use it. Just plug in terms and phrases related to self-storage, and it’ll provide you with a list of related keywords along with how often those words or phrases are searched per month. This tool is a great starting point for finding high-volume keywords to target on your website. Keep in mind that “high volume” often means “high competition,” so you'll want to mix in some lower-volume keywords as well.

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Google Search Console. This is another free tool that shows you the keywords for which your self-storage website is already ranking. It offers a goldmine of information for identifying low-hanging fruit and opportunities for improvement. You can also see which web pages receive the most impressions and clicks and which keywords drive that traffic.

Google Trends. This is handy for tracking the popularity of keywords over time. You can see what’s trending up or down and get ideas for related options to target.  For example, you might see that searches for “climate-controlled storage” are trending up in your area. That could be a good keyword on which to focus your content and ads.

ChatGPT. This artificial-intelligence tool can help you brainstorm keyword ideas and validate their relevance to your self-storage business. For example, you could ask it, “What are some common questions people have about self-storage?” It’ll generate a list of potential keywords to target. You can then run them through the other tools to check their search volume and difficulty.

Content-Optimization Techniques

OK, you’ve done your keyword research and know what terms you want to target. Now what? It’s time to optimize your website content to ensure those keywords work hard for you.

To improve on-page SEO, focus on your title tags, meta descriptions, header tags and even your image alt text. By incorporating your target keywords into these elements, you’re telling search engines what your page is about, making it more likely that your self-storage business will show up in relevant search results.

For example, let’s say you have a page on your website about climate-controlled storage units in Miami. You’d want to make sure that your title tag and meta description include “climate-controlled storage units in Miami.” You’d also want to use header tags (like H1 and H2) to break up your content and signal to search engines what each section is about. However, don’t just stuff the same keyword into these tags. Use synonyms, and make sure you write these tags for people first, so they read well and don’t sound robotic.

You’ll also want to create helpful, informative blog posts that address common customer questions and concerns. You can naturally incorporate your target keywords into this content while providing value to your readers. For example, if one of your target phrases is “how to choose the right storage-unit size,” you could create a blog post that walks readers through the process of determining what size unit they need based on the amount and type of items they’re storing.

Tracking Performance With Analytics

Congrats, you've optimized your self-storage website for search with the best possible keywords! But how do you know if all that hard work is paying off?

Google Analytics is a must-have for any website owner. It provides valuable insight and allows you to track website traffic and the source of new rentals (organic search, paid ads, social media, etc.). By monitoring these metrics, you can better understand how your self-storage marketing is performing. For example, if you see a big spike in organic traffic after optimizing a particular page, you know you’re on the right track.

Another valuable resource is Google Search Console, mentioned above, which provides detailed insight to the keywords for which your website is ranking and the number of clicks each generates. Using this data, you can identify improvement opportunities and ensure your site is always doing its best.

For example, if you notice one of your target keywords is getting a lot of impressions but not many clicks, it could be a sign that your title tag or meta description needs to be more compelling. If a page on your site is getting a ton of organic traffic, that’s a great opportunity to optimize the page even further and ensure it provides a great user experience that encourages visitors to rent self-storage units.

By regularly monitoring your website’s performance, you can stay on top of your SEO game and ensure your self-storage business is always visible and attractive to potential customers.

King of the Mountain

Keyword research is the foundation of any great SEO strategy. It can help you boost your search rankings, drive more self-storage rentals and grow your business. Just remember, it isn’t about stuffing your website with keywords; it’s about understanding your audience, creating valuable content and optimizing your site for search engines and users. Keep refining your approach, track your progress and don’t be afraid to experiment. With a little persistence and a lot of testing, you’ll dominate your market’s search results!

John Reinesch is the founder of Asset Growth, a White Plains, New York-based digital-marketing agency. He has nearly a decade of experience in helping small businesses and commercial real estate owners, including self-storage operators, increase visibility and drive rentals through search-engine optimization and pay-per-click ads. To reach him, call 631.835.7229 or email [email protected].