Download pdf - Self Storage SEO 101 - Asia Focus

Author: Joshua Steimle

Fundamentals of Search Engine OptimizationSEO 101 for Self Storage

Last Revised Date: March, 2013

Seeing the Whole PictureAn experiment.

SEO 101 for Self StorageFundamentals of Search Engine Optimization

What is the whole picture?What are you missing?


“I’m from the future.You should go to China.”

The Big Picture


• Self storage• + China’s middle class• + Internet• + mobile Internet• = massive opportunity

Putting things together.

China’s Middle Class


How large is it?

Source: Forbes, 2011

“By 2030, China should have approximately 1.4 billion middle class consumers. India is next, reaching 1.07

billion in a little under 20 years.”

http://econsultancy.com/us/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic


China: Internet Penetration


Source: China Internet Network Information Center (CNNIC)

China: Total Internet Users



China: Average Time Online



China: Internet Users By Gender



China: Internet users by age



China: Internet Penetration By Province



China: Smartphone Usage


Source: iiMedia


The PC is dead.

Worldwide PC Shipments


Source: IDC

Worldwide Computing Device Shipments


Source: IDC

PC % of Computing Devices


Source: IDC

What’s all this mean?


• There are a lot of people in China.• A lot of those people use the Internet.• A lot of those people use the mobile Internet.• There is an enormous opportunity for self storage companies that embrace mobile Internet marketing in China.

To summarize thus far...

What is SEO?


What does SEO stand for?Search engine optimization.


What is a search engine?Google, Yahoo!, Baidu, etc.


66%8%

5%

21%

GoogleBaiduYahoo!Everyone Else


Market ShareGoogle dominates.

Source: comScore, 2012



Differences? Not so much.


• Traffic• Traffic• Traffic• Money

All search engines want the same things...

Search Engine RevenuesMostly advertising.


Search AdvertisingPay-per-click, PPC, Adwords, etc.


How do search engines generate traffic?

• By giving visitors what they want

More Traffic = More $$$



Where do they come from?

• Paid search results• Largely determined by advertisers• Assisted by search engines

• “Natural” or “Organic” search results• Determined by search engines• Algorithms

Search Results

6%

94%

Paid Natural


Search ResultsPaid vs. Natural

Source: Econsultancy, 2012



How do I get to #1?ABC, 123



All ‘bout content

• What• How-to’s• Tips• News

• How• Blog• New pages and sections

ABC


Keep it easy

• 1 how-to or tip• + 2 blog posts• = 3 new pages per month

123


Good & Plenty

• Make it so interesting a human would read it• Focus on people, not search engines

Quality & Quantity


Reading material

• seomoz.org/beginners-guide-to-seo

SEO Resources


Action items

• Have a website• Provide online reservation and payment• Mobile website• Think local - Google Maps, Yelp, etc.• 1 how-to or tip per month• 2 blog posts per month

Final Takeaways

Questions
