seo case study: self storage industry

THE SEARCH ECOSPHERE

Google: $160B [majority of the revenue is from paid search]

L*MAR $189B [owns 7,300 stores]

OPPORTUNITIES

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Market Share Comparison

SEARCH > SEARCH IS HUGE

Google: $160B [majority of the revenue is from paid search]

L*MAR $189B [owns 7,300 stores]

OPPORTUNITIES

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Market Share Comparison …sites that don’t rank naturally…

SEARCH > SEARCH IS HUGE

$0.88 OUT OF EVERY ONLINE

SEARCH DOLLAR IS SPENT ON PAID SEARCH…

SEARCH > ORGANIC VS PAID

$0.88 OUT OF EVERY ONLINE

SEARCH DOLLAR IS SPENT ON PAID SEARCH…

SEARCH > ORGANIC VS PAID

…EVEN THOUGH 85 PERCENT OF SEARCHERS CLICK ON ORGANIC RESULTS.

INTERNET SEARCH HAS THE LOWEST AVERAGE COST PER ACQUISITION

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SEARCH > USAGE

AMERICANSPERFORMANESTIMATED790MILLIONSEARCHESPERWEEK

TODAY,OVER82%OFINTERNETUSERSUSESEARCHENGINESTOFINDLOCALSERVICES,SUCHASASELFSTORAGEFACILITY.(SOURCES:KELSEY;NIELSEN).

CUSTOMERSARETURNINGTOONLINESEARCHENGINESFIRST

SEARCHENGINEMARKETINGISTHEFASTESTGROWINGADVERTISINGMEDIUMINTHEWORLDANDITISPROJECTEDTOBECOME10XMOREPOWERFUL

SEARCHENGINEADVERTISINGSPENDISUP134%

SIXTY‐THREEPERCENTOFSEARCH‐RELATEDPURCHASESOCCUROFFLINE

SEARCH & SEO > OFFLINE CONVERSIONS ORIGINIATING ONLINE

SEARCHALLOWSYOUTOREACHPOTENTIALCUSTOMERSATTHEVERYMOMENTTHEYARECONSIDERINGAPURCHASEANDPROVIDETHEM

INFORMATIONEXACTLYWHENTHEYARELOOKINGFORIT.”

“SEARCHSTRATEGYISYOURBUSINESSSTRATEGY,WHETHERYOUREALIZEITORNOT.”(VANESSAFOX)

HIGHERPROPENSITYTOBERELEVANT

ANORGANICLISTINGISBETWEENTWOTOSIXTIMESMOREVISIBLE

56%OFGOOGLEQUERIESDON’TSHOWANYAD

SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY

TOTALCLICK‐THROUGHRATES,CONVERSIONSRATESANDREVENUESINTHEPRESENCEOFBOTHPAIDANDORGANICSEARCHLISTINGSARESIGNIFICANTLYHIGHERTHANTHOSEINTHEABSENCEOFPAIDSEARCHADVERTISEMENTS.

CONSUMERSARE60%MORELIKELYTOCLICKTHROUGHONABRANDTHATAPPEARSINBOTHPAIDANDORGANIC

SAVVYMARKETERSINTHESTORAGEINDUSTRYARETRANSFERRINGSPENDINGTOONLINEADVERTISING—PARTICULARLYPAIDSEARCH—BUTTHEYHAVEN’TYET

STARTEDTOTAKEFULLADVANTAGEOFTHE85PERCENTOFCLICKSTHATORGANICSEARCHPRODUCES.

SEARCH > ORGANIC VS PAID > TREND

MANYBUSINESSESINTHESELFSTORAGEINDUSTRYHAVENOTYETINVESTEDINORGANICSEARCHBECAUSETHEYAREN’TSUREHOWITWORKSORHOWTO

MEASUREIT.

THE OPPORTUNITY TO REACH CUSTOMERS THROUGH ORGANIC

SEARCH REMAINS LARGELY UNTAPPED

OPPORTUNITIES

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The wild west days of SEO are gone

GOOGLE IS IMPROVING RANKING AND PENALIZATION FACTORS

ABRIDGED LIST OF RECENT GOOGLE PATENTS RELATED TO INDEXING AND RANKING

SEO > 200 RANKING FACTORS

SEO > 200 RANKING FACTORS

SEO > CHALLENGES AND FACTORS (ABRIDGED)

CAFFEINE IS A MAJOR INFRASTRUCTURAL CHANGE BY GOOGLE

CAFFEINE > COMPARISON WITH OLD INDEX

CAFFEINE > FEATURES

SPECIALIZED SEO REQUIRES SPECIALIZED STRATEGIES

HIGHERPROPENSITYTOCLICK

RECENTINTERNETMARKETINGSTUDIESCONFIRMTHATKEYWORDSEARCHERSPREFERTHEORGANICRESULTSATA6TO1RATIOVS.PAY‐PER‐CLICKSPONSOREDSEARCHADVERTISINGLISTINGS.

SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY

HIGHERPROPENSITYTOCONVERT

OVERALLCONVERSIONRATEIS17%HIGHERFORUNPAIDSEARCHRESULTS(4.2%)THANTHERATEFORTHEPAID(3.6%).

ORGANICSEOCAMPAIGNSCANGIVEYOURESULTSTHATLAST!

PAY‐PER‐CLICKCOSTSARERISING

STEADILY

VISITORSAREBECOMINGMOREAWAREOFPAY‐PER‐CLICKASADVERTISING

SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY

TRUSTLEVELFORORGANICRESULTSISMUCHHIGHER

72.30%

27.70%

ORGANIC

PAID

WHICH RESULTS ARE MORE RELEVANT ON GOOGLE?

THETOPTWOORGANICLISTINGSUSUALLYRECEIVEMORETHAN50%OFTHECLICKSONASEARCHRESULTSPAGE

AVERAGECLICKTHROUGHRATEFORAPAIDSEARCHPLACEMENTIS2%

SEARCH > AVERAGE VS PAID > HEAT MAP

SELF STORAGE IS THE FASTEST GROWING SECTOR OF COMMERCIAL REAL-ESTATE FOR

LAST 35 YEARS

THE SELF STORAGE INDUSTRY > SECTOR GROWTH

THE INDUSTRY REVENUE FYE 2009 WAS

$22,000,000,000

1 IN 10 RENTS A STORAGE UNIT

32%

52%

16%

Urban

Suburban

Rural

THE SELF STORAGE INDUSTRY > US STORAGE FACILITIES (Q4-09)

46,000“PRIMARY”SELFSTORAGEFACILITIESREPRESENTING2.21BILLIONSQUAREFEET

US STORAGE FACILITIES (Q4-09)

167

8,590

3,350

1,910

Marketshare:onlinepresence

storage‐mart.com

publicstorage.com

extraspace.com

unclebobs.com

THE SELF STORAGE INDUSTRY > COMPETITION

HIGHPOTENTIALFORREVENUEUSINGCONTEXTUALADVERTSING

THE SELF STORAGE INDUSTRY > SUPPLY AND DEMAND

SELF STORAGE DEMAND •  RANGES FROM 2 TO 8 SQ FEET PER PERSON •  AVERAGES AT 4.87 SQ. FEET PER PERSON

19.2 SQFT SELF STORAGE SPACE INVENTORY IS AVAILABLE PER U.S. HOUSEHOLD

SUSTAINABILITY REVIEW AND SUSTAINABILITY SCORES

OURSUSTAINABILITYREVIEWCHECKSYOURONLINEPRESENCEAGAINSTMORETHAN200FACTORS(DIVIDEDINTO20CATEGORIES)TODETERMINEWEAKNESSESANDTHREATSRELATEDTOSUCCESSFULEXECUTIONOFYOURSEARCHSTRATEGY

PoorKeywordDiludonControl

Some of your domains may already be penalized. If so, you’ll need to

take action quickly so it doesn’t get other domains in the network

penalized.

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STORAGE-MART > AUDIENCE DEMOGRAPHICS

STORAGE-MART > STORAGE-MART VS. PUBLIC STORAGE

DAILYPPCBUDGETRANGEOFPUBLICSTORAGE.COMISESTIMATEDTOBEBETWEEN$7Kto$35K

STORAGE-MART > INTENSE COMPETITION IN PAID SEARCH

BRANDSEARCHVOLUMEHASBEENDECLINING

STORAGE-MART > BRAND SEARCH VOLUME

SERVICES AND RECOMMENDATIONS

DemandMaps™

AuthorityMaps™

Compeddon

Maps™

BrandMaps™

LocalMaps™Relevanc

eMaps™

TRAINING

RESEARCH

DEVELOPMENT

ADVISORY

UPDATES

CMF

action MAP

2. MODIFICATIONOFCURRENTSEOPRACTICESA)  IMPLEMENTATIONOFRECOMMENDATIONSBASEDON

COMPREHENSIVESITEREVIEW.B)  PREVENTDAMAGEFROMPENALTIES.C)  RESEARCHANDELIMINATEROOTCAUSE(S).

3. CONTENTOPTIMIZATIONA)  REMOVALOFDUPLICATECONTENTPENALTYFACTORSB)  INCORPORATEPERSUASIVEMESSAGINGINTOYOURCONTENTSTRATEGYC)  OPTIMIZATIONOFDESIGN/LAYOUTD)  CLEANUPOFHTML/STRUCTURE

4. CONTENTDEVELOPMENTA)  IDENTIFICATIONOFSTRATEGICKEYPHRASESB)  CONTENTWRITINGOPTIMIZEDFORBOTHUSERSANDSEARCHENGINES

1. DISCOVERYA)  REFINEMENTOFGOALSB)  IDENTIFICATIONOFTRAININGNEEDS

SERVICES AND RECOMMENDATIONS > ACTION MAP

action MAP

8. CMSSELECTIONA)  CMSRequirementsAnalysis.B)  ProposalforOpportunidesCMF.

6. RESEARCHSERVICESA)  COMPETITIVERESEARCHB)  DEMANDRESEARCHC)  LONGTAILMAPSD)  LOCALMAPS

5. RELEVANCEANALYSIS&INJECTIONA)  RELEVANCEMAPSB)  RELEVANCEINJECTIONTRAINING

7. AUTHORITY/LINKANALYSISA)  IDENTIFICATIONOFAUTHORITYCANDIDATESFORIBL(S)ANDOBL(S).

B)  OPTIMIZEDPRESSRELEASESANDARTICLEMARKETINGC)  WELLORCHESTRATED,ANCHORED,IN‐BOUNDANDOUT‐

BOUNDLINKBUILDING

SERVICES AND RECOMMENDATIONS > ACTION MAP

action MAP 9. LOGANALYSISA)  ANALYSISOFWEBSERVERLOGFILES

B)  ANALYSISOFANALYTICREPORTS

10. CONTENTNODESA)  FORCREATINGANDCONTROLLINGNODESWITHNICHESPECIFICAUTHORITY

B)  CREATIONOFNICHEAGGREGATORSANDDIRECTORYC)  PLACEMENTONFEWBLOCKS.COM

11. LANDINGPAGEDEVELOPMENTA)  ONLINETRAININGSERVICESB)  OFFLINETRAININGSERVICES

12. MIGRATIONSTRATEGYREVIEWA)  TOENSUREMIGRATIONHAPPENSINASEARCH

ENGINEFRIENDLYANDSAFEMANNER.

SERVICES AND RECOMMENDATIONS > ACTION MAP

action MAP

16. TRAININGSERVICESA)  ON‐SITEB)  OFF‐SITEC)  ON‐DEMAND

13. CONVERSIONOPTIMIZATIONA)  ANALYSISANDREVIEWOFCURRENTCONVERSIONROADMAPS.B)  USABILITYANALYSIS

14. MULTIPLEDOMAINSTRATEGYANDNODEHOSTINGREVIEWA)  SEARCHENGINEFRIENDLYHOSTINGOFMULTIPLESITES

15. ARCHITECTUREREVIEWRECOMMENDATIONSFORREFINEMENTOF:A)  SITEARCHITECTUREB)  LINKINGARCHITECTUREC)  URLARCHITECTURE

SERVICES AND RECOMMENDATIONS > ACTION MAP

action MAP

20. EMAILMARKETINGSTRATEGYINCREASECAPTURES,CONVERSIONSANDRETENTION

BYEMPLOYINGANEFFECTIVEEMAILMARKETINGSTRATEGY

17. SOCIALOPTIMIZATIONA)  OPTIMIZATIONFORSOCIALMEDIAINCLUDING

A)  FOURSQUAREB)  TWITTERC)  FACEBOOK

18. MOBILEOPTIMIZATIONA)  OPTIMIZATIONFORMOBILESERVICESB)  MOBILESEARCHC)  MOBILESITEMAPS

19. CHANNELSTRATEGYOPTIMIZATIONINCREASELEADS&CONVERSIONSUSINGCHANNEL

PARTNERPROGRAMS

SERVICES AND RECOMMENDATIONS > ACTION MAP

ANALYZE RESEARCH MEASURE REPORT FINE‐TUNE

OPPORTUNITIES > STRATEGIC PLANNING BLUEPRINT

WEPROVIDEYOUWITH• ASINGLEPLANNING,EXECUTION,MEASUREMENTANDOPTIMIZATIONFRAMEWORKFORSYNCHRONIZEDSEOANDSEM

INTEGRATEDSEARCHSTRATEGY

ADVERTISING

MARKETING

ENGINEERING

DEVELOPMENT

CONTENT

DESIGN

WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS

OPPORTUNITIES > SUSTAINABLE AND INTEGRATED SEARCH STRATEGY

WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS

OPPORTUNITIES > OPPORTUNITIES FINDER MAPS

DemandMaps™

AuthorityMaps™

CompeddonMaps™

BrandMaps™

LocalMaps™

RelevanceMaps™

Search Engines measure relevancy based on presence of relevant keywords and Semantic distance between them.

RelevanceMaps from Opportunities maximizes your relevance by analyzing global demand patterns and generating a weighted list of keywords expected by the search engines. In addition to increasing relevance and visibility, RelevanceMaps also help with long tail optimizations.

RelevanceMap output can then be used for deep linking to expose long tail content.

EXTERNALAUTHORITYMAPS™• IDENTIFYSITESTHATARECURRENTLYCONSIDEREDAUTHORITATIVEBYTHESEARCHENGINES

INTERNALAUTHORITYMAPS™• LEVERAGEYOURSTRONGESTNODESTOSTRATEGICALLYEXTENDAUTHORITYTONON‐AUTHORITATIVENODESINTHEEYESOFTHESEARCHENGINES.

RECOMMENDATIONS > AUTHORITY MAPS™

SERVICES

Conversion now involves analyzing behaviors, testing placements, and starting and managing

conversations.

SERVICES

WECANHELPYOUWITH• MOBILESEOOPTIMIZATION• GEOOPTIMIZATION• MOBILESITEMAPS• MOBILELANDINGPAGES• OPTIMIZATIONFORLOCALMOBILESERVICES

SERVICES > MOBILE SEO

ABOUT OPPORTUNITIES

AboutOpportunidesOpportunideshelpspublishersimplementSustainableSearchStrategies™,improvinguseracquisidons,reach,conversions,

awarenessandmonedzadonopportunides

  SustainableSearchStrategies

  Idendfiestargetkeywordsandphrasesthataqractqualifiedvisitorsandconvertwellforyou.

  IncreasesRelevancybyInjecdngRelevanceMaps.

  DecreasesPropensityforPenalizadonbyAITEXTReplacement.

  IncreasesAuthoritybycomprehensiveedge‐buildingcampaignswithauthoritadvenodesandbycreadonofAuthorityHubs.

  IncreasesConversionsbyaqracdngqualifiedaudienceanddirecdngthemthroughapre‐determinedstrategicconversionpath.

  LowersPenalizadonriskbyimplemendngawell‐balancedandintegratedsearchstrategy.

WHY OPPORTUNITIES? > UNIQUELY EXPERIENCED

WHY HIRE OPPORTUNITIES? > UNIQUELY EXPERIENCED

> WHY OPPORTUNITIES? > STRATEGIC PLANNING BLUEPRINT

ALLYOUNEEDTOKNOWISSTORAGEMART@ABOUTOPPORTUNITIES.COM