Client's Brief

Our client, Self Storage Hampshire, opened their first facility in Aldershot, Hampshire. They wanted to attract a local audience and compete with the national self-storage companies on a local level.

Our Approach

We built a lightweight, mobile-responsive website on the WordPress platform, designed with speed in mind. We carried out a content audit on the competition and researched the keywords searchers were using on a national and local level.We registered Self Storage Hampshire in Google Local and other directory listings to give it a good foundation in local search.Our site taxonomy was kept simple, with all pages linking to our pre-defined goal page in order to easily funnel website visitors to an area where they can convert. We published 50 search engine optimised articles to act as guides in order to meet local searcher’s needs. These articles help users with tips from how to store your caravan properly to the opening times of the local civic amenity site. These guides target searchers who are looking to create space in their home as they are a strong source of customers for self-storage facilities.A bespoke telephone number on the website gives the company owners a clear view on the effectiveness of the website in driving new business.

Results

An example of a typical results page for a local keyword search
An example of a typical results page for a local keyword search

  

search-engine-optimisation-case-study-graph2
Google Search Console screenshot shows the average ranking position for the entire site
image (2)
Total Traffic, Organic Traffic and Percentage Organic Traffic to Self Storage Hampshire from January 2013 to December 2014. The graph shows how organic traffic to the site was increased.

 Through our process of research, creation, evaluation, and refining, we quickly managed to get Self Storage Hampshire in front of a local audience with quality content showcasing a trustworthy local business.

  • Number one position for over 20 local keywords
  • Average position in Google search for all keywords: 10.5
  • Company added further to capacity to meet demand

What We Learned

It’s vital to establish your market before you spend any time trying to optimise your website. In this case, our market was incredibly targeted and local SEO was our main focus. A clean sitemap and lightweight, optimised articles have ensured we take advantage of Google’s ranking factors. We knew that with the right content, we could help local searchers find what they were looking for and in the process, beat established directories such as Yell.com to bring in search traffic.