If you want people who are looking for storage in your local area to find your website, it needs to be optimised for the search, it needs to be technically sound and you need to have enough relevant links for Google to trust you.
In this post, we will cover on-page optimisation for self-storage companies so you will know exactly what to look out for to make your website search friendly so you can get more potential customers on to your website.
We will be looking at on-page optimisation and how you can use it to your benefit so you can rent out more storage containers.
But before we go any further, If your website isn’t at the same standard as your competitors you are going to find it difficult to place above them on the search engine results page. If you need help with any of the above, we offer SEO services for Self Storage companies and have increased the search rankings of storage companies even against some of the biggest names in the storage industry.
Now that is out of the way, let’s see how you can optimise your landing pages to get more potential customers onto your storage website.
What is on-page SEO?
On-page optimisation is when you take the content of a website and the code underneath and make it optimised so search engines such as Google know exactly what that page is about.
This sounds simple, but when you take into consideration that there are over 200 ranking signals that Google uses to rank a page even the smallest of mistakes can stop you from taking the top spots on the search results page.
Some parts of a web page may be under optimised without you even knowing, as some web developers have no idea of SEO so quite often they use code that isn’t optimised for search engines.
Some parts of a web page can also be over-optimised so once again this hurts your search rankings.
How can on-page SEO help you rank higher?
Google these days is pretty smart, but it still needs help to find out what a web page is about. So if you are using the wrong headings, titles, descriptions and URL’s, Google isn’t going to know you have a storage location in London.
A competitor on the other hand who gets all of the above right makes it easier for Google to understand their data and therefore they have a better chance of ranking than you do.
Getting your on-page right will allow Google and the other search engines to know exactly what your website is about. Below we will take a look at the main places you will want to optimise to help Google understand what your website is about.
Optimising your title tag.
Your title tag is one of the first things a user will see when they search for storage in your area. If someone is looking for storage in London, they may type in:
- Self Storage London
- London Storage
- Self Storage in London
- Storage in London
- London Self Storage
So your title tag has to be optimised for those searches, but how do you optimise for all of these searches? Do you do something spammy like:
Self Storage in London – London Storage – Self Storage London – London Self storage
Google is smart enough to know that London Storage and Self Storage in London is the same thing, so when optimising your website you should optimise the page for your main keyword which you will have found in your Keyword research, if you don’t know how to do keyword research we will be releasing a guide on keyword research for self storage companies soon.
Your title tag should contain your main keyword and a benefit to entice people to click on your link. A benefit will make people want to click on your page even if it isn’t the top result which will lead to a higher click-through rate which is also a ranking factor that Google considers.
As you can see below for the search “self storage London” there are 3 different title tags that satisfy the query. The number 1 position also has the benefit of promising the cheapest storage in London.
Optimising your description.
Google has said that the description of a web page isn’t counted when deciding the ranking of a website, and quite often Google replace your description with one they think will get a better click-through rate.
But, with that said you should still optimise your meta description as the main keywords get bolded making you want to click on the listing more than the others.
Optimising your URL.
The URL of your website is something that users may type in to visit your page, but it’s also a place where you can use your keywords to help with your search engine ranking.
Some storage companies under optimise their URLs as they may have a permalink structure that looks like the following:
Anyone looking at that link would have no idea what the page links to and Google won’t know either. To optimise your URL you need to keep it short and you need your main keyword in there.
A better example would look like this:
The second example clearly shows the user what the page is about, Google can show this in the search results too.
Keywords in your header tags.
Your header tags are a way for you to communicate to the search engines which parts of your content are more important. Header tags range from H1 to H6, with H1 being the most important.
Most websites don’t need to use anywhere near H6. Often you will use one H1 tag on your website for your main keyword, and then multiple H2 tags for your secondary or variations of keywords.
Safestore.co.uk is one of the top-ranked storage companies in London and when you look at their on-page optimisation you can see them put their heading tags to good use.
As you can see they have their main keyword “Self Storage in London” in their H1 tag. Then variations of the term in H2 & H3 tags. This shows Google what the main head keyword for this page is and what variations this page should also show up for.
When using your heading tags a good rule of thumb is to see how many heading tags the competition is using and then try to stay close to those numbers. This is something we have experimented with and tends to get our clients the best results.
Internal linking will improve your search engine rankings
Link building for self storage companies especially in competitive locations is a must, but link building services can be expensive and take time, so if you want a quick win you should turn to your internal linking structure.
Internal links of a website can tell the search engines which of your pages are the most important. Pages with the most internal links will rank higher than those without any.
Internal linking gives the search engine context about your website too. If you create clusters of topics it will give your website a better chance of ranking.
As a storage company, you should be blogging. Blogging allows you to create content that can give your website topical relevancy.
Using the storage in London example, if you had one page that targetted that keyword and then no other pages on your website linked to it Google isn’t going to think it’s an important page to you. Through your blog, you can create content around storage and London and find places to link back from the blogs to your main sales page.
People moving to London may need to store furniture if their apartment is small so you could create content on maximising the space in your home when moving to London. You could talk about the best places to move into London, or the cheapest areas to move to in London. You may even want to talk about the best new restaurants that have opened up or attractions to visit.
The mistake that storage companies make when creating blog posts is that they only write about storage. You do need content on storage, so content on “5 advantages of using a storage unit” will help build topical relevance but it can’t be your only content because not many people are going to read topics that are clear sales pieces and it won’t help with your link building efforts either.
Avoid duplicate content
If you have multiple storage locations it’s easy to fall into the trap of building out multiple location pages and changing the wording slightly on each page.
Building pages out like this is quicker and doesn’t take much effort, but in doing so you are going to cause yourself problems with duplicate content. If a page is too similar to another Google won’t know which page to rank and as a result it may not rank any of them.
Each page on your website should be unique. This is difficult because storage in one location will be similar to storage in another, but you can make each location page unique when you take the effort to do so.
You can use information about where your storage units are located and how to get to them from landmarks in the location. This should give you a good start for unique content. You can also talk about the community in that location and any charities you may support.
Many storage companies do support local charities so be sure to mention them here. Finally, you can use user-generated content such as reviews to include on your page too. You should only use the reviews for that particular location as this will then add to the uniqueness of that page.
On-page optimisation is very important for storage companies to get out in front of their competitors. Above are some of the main ways that you can improve the optimisation of your website. If you would like to outsource this to a search engine optimisation company such as ourselves please get in touch.