If you don’t already know this, it’s important that you do: Creating, tracking and updating your self-storage facility’s online business listings can drastically improve its digital footprint. There are many options available today, and many are free and easy to use. While the process can feel a bit overwhelming at first, you don’t have to take advantage of every directory. Be selective and focus only on those that fit your marketing goals.

There are several important reasons to leverage online listings:

Improve search engine optimization (SEO). When you link your business listings to your company website, you increase your authenticity in the self-storage category, which raises your level of authority and SEO rankings. Simply put, you boost traffic to your website and establish a stronger online presence. The better your presence, the more potential to reach customers far and wide.

Increase local visibility and brand awareness. Because online listings generally show up in map view when someone is searching for self-storage online, customers will easily be able to see whether your location works for them. You’ll quickly be seen by people living and searching in your area as well as businesses that may be looking for nearby partners. Think of it as a digital billboard on the highway of internet search!

Build credibility. Many online listings allow customers to leave reviews of your self-storage business. Prospects who are considering your facility will often look at these posts before making a decision about where to rent. Positive reviews can enhance your business reputation.

Expand your reach. Finally, online directories are always available. Even when your self-storage office is closed or the property manager is unavailable, prospects and existing tenants can quickly find vital information about your facility.

Create Your Listings

When it comes to building an online business listing, the more details you include about your self-storage facility, the better. Each directory has its own requirements, and some allow more information than others; however, in general, your listings should include:

Many online directories also allow you to post photos of your facility or management team, or add your company logo. Some also have a section for facility updates, promotions, coupons or even a community board. These are all great ways to let the public know about your offerings, spread awareness about your location, or post helpful tips and tidbits. You can advertise anything that creates added value for potential customers.

Quick note: When posting specials, make sure you include any restrictions or expiration dates. You don’t want someone coming to you a year from now attempting to redeem an offer that’s no longer valid. You can even opt to be vague by using phrases such as “limited time offer” or “subject to terms and conditions.” Both will save you future strife.

By utilizing all the listing features available, you’ll provide customers with useful content and additional reasons to rent with you. Just make sure that any information you post is industry-relevant. If it isn’t, it can negatively impact your SEO.

Ensure Accuracy and Verify

It’s important to find all of the directories that contain information about your self-storage facility and ensure the listings are accurate. A simple web search will show you all the websites that list your business. Some may be affiliates of advertising services you use, but this doesn’t guarantee the information is correct.

Triple-check everything where your brand is involved. If you find any outdated or incorrect information, fix it immediately. Misleading listings are, of course, bad for business. It can lead to disgruntled customers and awkward situations. You never want your facility to be misrepresented!

Once you’ve found and updated your listings, you’ll want to verify (i.e., claim) them. This helps increase your validity and ensures that the search engines know you’re the rightful business owner. The more they see you online, the more likely that potential customers will, too.

Track Your Listings

Once you know all the websites on which your self-storage facility appears, keep track of your listings. It’s like making a mental note of where you parked your car in a massive lot. The internet is vast and constantly changing. Don’t spin your wheels trying to find your listings. Follow them from the beginning and save yourself from feeling lost and confused.

To keep tabs, create a simple document that lists the directory URL of each directory as well as the date of listing creation, the date of last update and any login credentials. This makes it easier to execute changes when necessary. For example, you might alter your business hours or promote new products and services. Without proper documentation, you’ll have a hard time finding and accessing your accounts. Be proactive and save your future self the headache.

Update Often

Another perk of tracking your online business listings is it makes it easier to update your information when necessary. Stale data can be harmful. Keeping it fresh ensures you don’t lose valuable SEO points and you keep the search engines happy.

Let’s say you look up a restaurant online and the listings states that it’s open until 9 p.m.; but when you arrive at 8 p.m., you find it closed. Frustrating, right? Now, imagine you have a 16-foot box truck full of belongings and are unable to put them in storage because the office is closed and you can’t rent a unit. Nothing about this situation is pleasant or worthy of the coveted five-star review.

Preventing this is as simple as ensuring your online business listings are current. This includes the website URL, phone number, office hours, address and other relevant details. As a bonus, your business will show up on the map, planting subconscious seeds in the minds of people who may not be in the market for storage right now, but will recall seeing your location when the need arises.

Maximize the Opportunity

Online business listings allow you to improve your self-storage facility’s SEO, local visibility and brand awareness. Since most are free and easy to set up, it makes sense to claim and verify these digital marketing tools.

Remember to check and update your information regularly, and take advantage of all the listing features. Showcase the best your business has to offer on multiple platforms to ensure that you’re making the most of your online presence. Finally, track your listings so they’re easy to find and access. Before you know it, you’ll be a brand leader in your area!

Mohala Johnson is the director of web technology for Tellus Development Ltd., a real estate and development firm that operates more than 30 self-storage facilities in the Southeast. With more than 10 years of management and customer-service experience, she handles the company’s marketing. Writing has always been a passion of hers, and she’s excited to share her knowledge with the self-storage industry. Connect with her at www.linkedin.com/in/mohalajohnson.