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This presentation was given to the Self Storage Expo Asia (see www.selfstorageexpo.asia) in March, 2013. The focus is partially on China as an emerging market for self storage, and partially on a simple introduction to search engine optimization or SEO.
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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?
SEO 101 for Self StorageFundamentals of Search Engine Optimization
“I’m from the future.You should go to China.”
The Big Picture
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• Self storage• + China’s middle class• + Internet• + mobile Internet• = massive opportunity
Putting things together.
China’s Middle Class
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
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.”
China: Internet Penetration
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Total Internet Users
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Average Time Online
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Internet Users By Gender
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Internet users by age
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Internet Penetration By Province
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
China: Smartphone Usage
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: iiMedia
SEO 101 for Self StorageFundamentals of Search Engine Optimization
The PC is dead.
Worldwide PC Shipments
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
Worldwide Computing Device Shipments
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
PC % of Computing Devices
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
What’s all this mean?
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• 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?
SEO 101 for Self StorageFundamentals of Search Engine Optimization
What does SEO stand for?Search engine optimization.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
What is a search engine?Google, Yahoo!, Baidu, etc.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
66%8%
5%
21%
GoogleBaiduYahoo!Everyone Else
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Market ShareGoogle dominates.
Source: comScore, 2012
Differences? Not so much.
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• Traffic• Traffic• Traffic• Money
All search engines want the same things...
Search Engine RevenuesMostly advertising.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Search AdvertisingPay-per-click, PPC, Adwords, etc.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
How do search engines generate traffic?
• By giving visitors what they want
More Traffic = More $$$
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Search ResultsPaid vs. Natural
Source: Econsultancy, 2012
How do I get to #1?ABC, 123
SEO 101 for Self StorageFundamentals of Search Engine Optimization
SEO 101 for Self StorageFundamentals of Search Engine Optimization
All ‘bout content
• What• How-to’s• Tips• News
• How• Blog• New pages and sections
ABC
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Keep it easy
• 1 how-to or tip• + 2 blog posts• = 3 new pages per month
123
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Good & Plenty
• Make it so interesting a human would read it• Focus on people, not search engines
Quality & Quantity
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Reading material
• seomoz.org/beginners-guide-to-seo
SEO Resources
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
