• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
SEO Case Study: Self Storage Industry
 

SEO Case Study: Self Storage Industry

on

  • 1,627 views

 

Statistics

Views

Total Views
1,627
Views on SlideShare
1,626
Embed Views
1

Actions

Likes
0
Downloads
14
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    SEO Case Study: Self Storage Industry SEO Case Study: Self Storage Industry Presentation Transcript

    • THE SEARCH ECOSPHERE
    • SEARCH > SEARCH IS HUGE Market Share Comparison 
 OPPORTUNITIES Google: $160B [majority of the revenue is from paid search] L*MAR $189B [owns 7,300 stores] O
    • SEARCH > SEARCH IS HUGE Market Share Comparison 
 …sites that OPPORTUNITIES don’t rank naturally…
 Google: $160B [majority of the revenue is from paid search] L*MAR $189B [owns 7,300 stores] O
    • SEARCH > ORGANIC VS PAID $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… …EVEN THOUGH 85 PERCENT OF SEARCHERS CLICK ON ORGANIC RESULTS.
    • INTERNET SEARCH HAS THE LOWEST AVERAGE COST PER ACQUISITION
    • SEARCH > USAGE CUSTOMERS
ARE
TURNING
TO
ONLINE
SEARCH
ENGINES
FIRST
 AMERICANS
PERFORM
AN
ESTIMATED
790
MILLION
SEARCHES
PER
WEEK
 TODAY,
OVER
82%
OF
INTERNET
USERS
USE
SEARCH
ENGINES
TO
FIND
LOCAL
 SERVICES,
SUCH
AS
A
SELF
STORAGE
FACILITY.
(SOURCES:
KELSEY;
NIELSEN).
 SEARCH
ENGINE
MARKETING

IS
THE
FASTEST
GROWING
ADVERTISING
 MEDIUM
IN
THE
WORLD
AND
IT
IS
PROJECTED
TO
BECOME
10X
MORE
 POWERFUL
 SEARCH
ENGINE
ADVERTISING
SPEND
IS
UP
134%
 O
    • SEARCH & SEO > OFFLINE CONVERSIONS ORIGINIATING ONLINE SEARCH
ALLOWS
YOU
TO
REACH
POTENTIAL
CUSTOMERS
AT
THE
VERY
 MOMENT
THEY
ARE
CONSIDERING
A
PURCHASE
AND
PROVIDE
THEM
 INFORMATION
EXACTLY
WHEN
THEY
ARE
LOOKING
FOR
IT.”
 SIXTY‐THREE
PERCENT
OF
SEARCH‐RELATED
 PURCHASES
OCCUR
OFFLINE “SEARCH
STRATEGY
IS
YOUR
BUSINESS
STRATEGY,
WHETHER
YOU
 REALIZE
IT
OR
NOT.”
(VANESSA
FOX)


    • SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY TOTAL
CLICK‐THROUGH
RATES,
CONVERSIONS
RATES
AND
REVENUES
IN
 THE
PRESENCE
OF
BOTH
PAID
AND
ORGANIC
SEARCH
LISTINGS
ARE
 SIGNIFICANTLY
HIGHER
THAN
THOSE
IN
THE
ABSENCE
OF
PAID
SEARCH
 ADVERTISEMENTS.
 HIGHER
PROPENSITY
TO
BE
RELEVANT
 AN
ORGANIC
LISTING
IS
BETWEEN
TWO
TO
SIX
TIMES
MORE
VISIBLE
 56%
OF
GOOGLE
QUERIES
DON’T
SHOW
ANY
AD
 CONSUMERS
ARE
60%
MORE
LIKELY
TO
CLICK
THROUGH
ON
A
BRAND
 THAT
APPEARS
IN
BOTH
PAID
AND
ORGANIC

    • SEARCH > ORGANIC VS PAID > TRENDSAVVY
MARKETERS
IN
THE
STORAGE
INDUSTRY
ARE
TRANSFERRING
SPENDING
TO
 ONLINE
ADVERTISING—
PARTICULARLY
PAID
SEARCH—BUT
THEY
HAVEN’T
YET
STARTED
TO
TAKE
FULL
ADVANTAGE
OF
THE
85
PERCENT
OF
CLICKS
THAT
ORGANIC
 SEARCH
PRODUCES.

 MANY
BUSINESSES
IN
THE
SELF
STORAGE
INDUSTRY
HAVE
NOT
YET
INVESTED
IN
 ORGANIC
SEARCH
BECAUSE
THEY
AREN’T
SURE
HOW
IT
WORKS
OR
HOW
TO
 MEASURE
IT. THE OPPORTUNITY TO REACH CUSTOMERS THROUGH ORGANIC SEARCH REMAINS LARGELY UNTAPPED
    • The wild west days of SEO are gone OPPORTUNITIES O
    • GOOGLE IS IMPROVING RANKING AND PENALIZATION FACTORSABRIDGED 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

    • SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY HIGHER
PROPENSITY
TO
CLICK
 RECENT
INTERNET
MARKETING
STUDIES
CONFIRM
THAT
KEYWORD
 SEARCHERS
PREFER
THE
ORGANIC
RESULTS
AT
A
6
TO
1
RATIO
VS.
PAY‐ PER‐CLICK
SPONSORED
SEARCH
ADVERTISING
LISTINGS.
 HIGHER
PROPENSITY
TO
CONVERT
 OVERALL
CONVERSION
RATE
IS
17%
HIGHER
FOR
UNPAID
SEARCH
 RESULTS
(4.2%)
THAN
THE
RATE
FOR
THE
PAID
(3.6%).

    • SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY ORGANIC
SEO
CAMPAIGNS
CAN
GIVE
YOU
RESULTS
THAT
LAST!
 PAY‐PER‐CLICK
 COSTS
ARE
RISING
 STEADILY
 VISITORS
ARE
BECOMING
MORE
AWARE
OF
PAY‐PER‐CLICK
AS
 ADVERTISING

    • WHICH RESULTS ARE MORE RELEVANT ON GOOGLE? 27.70%
 ORGANIC
 PAID
 72.30%
 TRUST
LEVEL
FOR
ORGANIC
RESULTS
IS
MUCH
HIGHER

    • SEARCH > AVERAGE VS PAID > HEAT MAP THE
TOP
TWO
ORGANIC
LISTINGS
USUALLY
RECEIVE
MORE
THAN
50%
 OF
THE
CLICKS
ON
A
SEARCH
RESULTS
PAGE
 AVERAGE
CLICKTHROUGH
RATE
FOR
A
PAID
SEARCH
PLACEMENT
IS
2%

    • THE SELF STORAGE INDUSTRY > SECTOR GROWTH 1 IN 10 RENTS A STORAGE UNIT SELF STORAGE IS THE FASTEST GROWING SECTOR OF COMMERCIAL REAL-ESTATE FOR LAST 35 YEARS THE INDUSTRY REVENUE FYE 2009 WAS $22,000,000,000
    • THE SELF STORAGE INDUSTRY > US STORAGE FACILITIES (Q4-09) US STORAGE FACILITIES (Q4-09) 16% 32% 52% Urban Suburban Rural 46,000
“PRIMARY”
SELF
STORAGE
FACILITIES
REPRESENTING
2.21
BILLION
SQUARE
FEET

    • THE SELF STORAGE INDUSTRY > COMPETITION HIGH
POTENTIAL
FOR
 REVENUE
USING
 CONTEXTUAL
 ADVERTSING
 Market
share:
online
presence
 167
 1,910
 storage‐mart.com
 publicstorage.com
 3,350
 extraspace.com
 8,590
 unclebobs.com

    • 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
    • OUR
SUSTAINABILITY
REVIEW
CHECKS
YOUR
ONLINE
PRESENCE
AGAINST
MORE
THAN
200
FACTORS
(DIVIDED
INTO
20
CATEGORIES)
TO
DETERMINE
WEAKNESSES
AND
THREATS
RELATED
TO
SUCCESSFUL
EXECUTION
OF
YOUR
SEARCH
STRATEGY


    • Poor
Keyword
Diludon
Control

    • Some of your domains may already be penalized. If so, you’ll need totake action quickly so it doesn’t get other domains in the network penalized. O
    • STORAGE-MART > AUDIENCE DEMOGRAPHICS
    • STORAGE-MART > STORAGE-MART VS. PUBLIC STORAGE
    • STORAGE-MART > INTENSE COMPETITION IN PAID SEARCHDAILY
PPC
BUDGET
RANGE
OF
PUBLICSTORAGE.COM
IS
ESTIMATED
TO
BE
BETWEEN
 
$7K
to
$35K


    • STORAGE-MART > BRAND SEARCH VOLUME BRAND
SEARCH
VOLUME
HAS
BEEN
DECLINING


    • Demand
 Maps™
 Compedd Authority
 on
 Maps™
 Maps™
 Local
 UPDATES
 Relevanc Maps™
 e
 Brand
 Maps™
 Maps™
SERVICES ANDRECOMMENDATIONS DEVELOPME NT
 TRAINING
 CMF
 ADVISORY
 RESEARCH

    • SERVICES AND RECOMMENDATIONS > ACTION MAP action 1. MAP DISCOVERY
 A)  REFINEMENT
OF
GOALS
 B)  IDENTIFICATION
OF
TRAINING
NEEDS
 2. MODIFICATION
OF
CURRENT
SEO
PRACTICES
 A)  IMPLEMENTATION
OF
RECOMMENDATIONS
BASED
ON
 COMPREHENSIVE
SITE
REVIEW.

 B)  PREVENT
DAMAGE
FROM
PENALTIES.

 C)  RESEARCH
AND
ELIMINATE
ROOT
CAUSE(S).
 3. CONTENT
OPTIMIZATION
 A)  REMOVAL
OF
DUPLICATE
CONTENT
PENALTY
FACTORS
 B)  INCORPORATE
PERSUASIVE
MESSAGING
INTO
YOUR
CONTENT
STRATEGY
 C)  OPTIMIZATION
OF
DESIGN
/
LAYOUT

 D)  CLEANUP
OF
HTML
/
STRUCTURE
 4. CONTENT
DEVELOPMENT
 A)  IDENTIFICATION
OF
STRATEGIC
KEY
PHRASES
 B)  CONTENT
WRITING
OPTIMIZED
FOR
BOTH
USERS
AND
SEARCH
ENGINES

    • SERVICES AND RECOMMENDATIONS > ACTION MAP action 5. RELEVANCE
ANALYSIS
&
INJECTION
 MAP A)  RELEVANCE
MAPS
 B)  RELEVANCE
INJECTION
TRAINING
 6. RESEARCH
SERVICES
 A)  COMPETITIVE
RESEARCH
 B)  DEMAND
RESEARCH
 C)  LONG
TAIL
MAPS
 D)  LOCAL
MAPS
 7. AUTHORITY/LINK
ANALYSIS
 A)  IDENTIFICATION
OF
AUTHORITY
CANDIDATES
FOR
IBL(S)
AND
 OBL(S).
 B)  OPTIMIZED
PRESS
RELEASES
AND
ARTICLE
MARKETING
 C)  WELL
ORCHESTRATED,
ANCHORED,
IN‐BOUND
AND
OUT‐ BOUND
LINK
BUILDING
 8. CMS
SELECTION
 A)  CMS
Requirements
Analysis.

 B)  Proposal
for
Opportunides
CMF.

    • SERVICES AND RECOMMENDATIONS > ACTION MAP action 9. LOG
ANALYSIS
 MAP A)  ANALYSIS
OF
WEB
SERVER
LOG

FILES
 B)  ANALYSIS
OF
ANALYTIC
REPORTS
 10. CONTENT
NODES
 A)  FOR
CREATING
AND
CONTROLLING
NODES
WITH
NICHE
SPECIFIC
 AUTHORITY
 B)  CREATION
OF
NICHE
AGGREGATORS
AND
DIRECTORY
 C)  PLACEMENT
ON
FEWBLOCKS.COM
 11. LANDING
PAGE
DEVELOPMENT
 A)  ONLINE
TRAINING
SERVICES
 B)  OFFLINE
TRAINING
SERVICES
 12. MIGRATION
STRATEGY
REVIEW
 A)  TO
ENSURE
MIGRATION
HAPPENS
IN
A
SEARCH
 ENGINE
FRIENDLY
AND
SAFE
MANNER.

    • SERVICES AND RECOMMENDATIONS > ACTION MAP action 13. CONVERSION
OPTIMIZATION
 MAP A)  ANALYSIS
AND
REVIEW
OF
CURRENT
CONVERSION
ROADMAPS.
 B)  USABILITY
ANALYSIS
 14. MULTIPLE
DOMAIN
STRATEGY
AND
NODE
HOSTING
REVIEW
 A)  SEARCH
ENGINE
FRIENDLY
HOSTING
OF
MULTIPLE
SITES

 15. ARCHITECTURE
REVIEW
 RECOMMENDATIONS
FOR
REFINEMENT
OF:
 A)  SITE
ARCHITECTURE
 B)  LINKING
ARCHITECTURE
 C)  URL
ARCHITECTURE
 16. TRAINING
SERVICES
 A)  ON‐SITE
 B)  OFF‐SITE
 C)  ON‐DEMAND

    • SERVICES AND RECOMMENDATIONS > ACTION MAP action 17. SOCIAL
OPTIMIZATION
 MAP A)  OPTIMIZATION
FOR
SOCIAL
MEDIA
INCLUDING

 A)  FOURSQUARE
 B)  TWITTER
 C)  FACEBOOK
 18. MOBILE
OPTIMIZATION
 A)  OPTIMIZATION
FOR
MOBILE
SERVICES
 B)  MOBILE
SEARCH
 C)  MOBILE
SITEMAPS
 19. CHANNEL
STRATEGY
OPTIMIZATION
 INCREASE
LEADS
&
CONVERSIONS
USING
CHANNEL
 PARTNER
PROGRAMS
 20. EMAIL
MARKETING
STRATEGY
 INCREASE
CAPTURES,
CONVERSIONS
AND
RETENTION
 BY
EMPLOYING
AN
EFFECTIVE
EMAIL
 MARKETING
STRATEGY

    • OPPORTUNITIES > STRATEGIC PLANNING BLUEPRINT ANALYZE
 RESEARCH
 MEASURE
 REPORT
 FINE‐TUNE
 WE
PROVIDE
YOU
WITH
 • 
A
SINGLE
PLANNING,
EXECUTION,
MEASUREMENT
AND
 OPTIMIZATION
FRAMEWORK
FOR
SYNCHRONIZED
SEO
AND
SEM

    • OPPORTUNITIES > SUSTAINABLE AND INTEGRATED SEARCH STRATEGY INTEGRATED
SEARCH
 STRATEGY
 ADVERTISING
 MARKETING
 ENGINEERING
 DEVELOPMENT
 CONTENT
 DESIGN
 WE
HELP
YOU
CREATE
SUSTAINABLE
SEARCH
STRATEGY,
BY
INTEGRATING
SEARCH
 STRATEGY
INTO
ALL

ASPECTS
OF
YOUR
BUSINESS

    • OPPORTUNITIES > OPPORTUNITIES FINDER MAPS Demand
 Maps™
 Compeddon
 Authority
 Maps™
 Maps™
 Local
 Maps™
 Relevance
 Maps™
 Brand
 Maps™
 WE
HELP
YOU
CREATE
SUSTAINABLE
SEARCH
STRATEGY,
BY
INTEGRATING
SEARCH
 STRATEGY
INTO
ALL

ASPECTS
OF
YOUR
BUSINESS

    • Search Engines measure relevancy based on presence of relevant keywords andSemantic distance between them.RelevanceMaps from Opportunities maximizes your relevance by analyzing globaldemand patterns and generating a weighted list of keywords expected by the searchengines. In addition to increasing relevance and visibility, RelevanceMaps also help withlong tail optimizations.RelevanceMap output can then be used for deep linking to expose long tail content.
    • RECOMMENDATIONS > AUTHORITY MAPS™ EXTERNAL
AUTHORITY
MAPS™
 • 
IDENTIFY
SITES
THAT
ARE
CURRENTLY
 

CONSIDERED
AUTHORITATIVE
BY
THE

 

SEARCH
ENGINES

 INTERNAL
AUTHORITY
MAPS™
 • 
LEVERAGE
YOUR
STRONGEST
NODES
TO
STRATEGICALLY
EXTEND



 

AUTHORITY
TO
NON‐AUTHORITATIVE
NODES
IN
THE
EYES
OF
THE

 

SEARCH
ENGINES.



    • SERVICES
    • SERVICES Conversion now involves analyzing behaviors, testing placements, and starting and managing conversations.
    • SERVICES > MOBILE SEO WE
CAN
HELP
YOU
WITH
 • 
MOBILE
SEO
OPTIMIZATION
 • 
GEO
OPTIMIZATION
 • 
MOBILE
SITE
MAPS
 • 
MOBILE
LANDING
PAGES
 • 
OPTIMIZATION
FOR
LOCAL
MOBILE
SERVICES

    • ABOUT OPPORTUNITIES
    • About
Opportunides
 Opportunides
helps
publishers
implement
Sustainable
Search
 Strategies™,
improving
user
acquisidons,
reach,
conversions,
 awareness
and
monedzadon
opportunides
  Sustainable
Search
Strategies
   Idendfies
target
keywords
and
phrases
that
aqract
qualified
visitors
and

 convert
well
for
you.
   Increases
Relevancy
by
Injecdng
RelevanceMaps.
   Decreases
Propensity
for
Penalizadon
by
AITEXT
Replacement.
   Increases
Authority
by
comprehensive
edge‐building
campaigns
with
 authoritadve
nodes
and
by
creadon
of
Authority
Hubs.
   Increases
Conversions
by
aqracdng
qualified
audience
and
direcdng
them
 through
a
pre‐determined
strategic
conversion
path.
   Lowers
Penalizadon
risk
by
implemendng
a
well‐balanced
and
integrated
 search
strategy.

    • WHY OPPORTUNITIES? > UNIQUELY EXPERIENCED
    • WHY HIRE OPPORTUNITIES? > UNIQUELY EXPERIENCED
    • > WHY OPPORTUNITIES? > STRATEGIC PLANNING BLUEPRINTALL
YOU
NEED
TO
KNOW
IS
STORAGEMART@ABOUTOPPORTUNITIES.COM