seo case study: self storage industry
DESCRIPTION
TRANSCRIPT
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THE SEARCH ECOSPHERE
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Google: $160B [majority of the revenue is from paid search]
L*MAR $189B [owns 7,300 stores]
OPPORTUNITIES
O
Market Share Comparison
SEARCH > SEARCH IS HUGE
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Google: $160B [majority of the revenue is from paid search]
L*MAR $189B [owns 7,300 stores]
OPPORTUNITIES
O
Market Share Comparison …sites that don’t rank naturally…
SEARCH > SEARCH IS HUGE
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$0.88 OUT OF EVERY ONLINE
SEARCH DOLLAR IS SPENT ON PAID SEARCH…
SEARCH > ORGANIC VS PAID
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$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.
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INTERNET SEARCH HAS THE LOWEST AVERAGE COST PER ACQUISITION
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O
SEARCH > USAGE
AMERICANSPERFORMANESTIMATED790MILLIONSEARCHESPERWEEK
TODAY,OVER82%OFINTERNETUSERSUSESEARCHENGINESTOFINDLOCALSERVICES,SUCHASASELFSTORAGEFACILITY.(SOURCES:KELSEY;NIELSEN).
CUSTOMERSARETURNINGTOONLINESEARCHENGINESFIRST
SEARCHENGINEMARKETINGISTHEFASTESTGROWINGADVERTISINGMEDIUMINTHEWORLDANDITISPROJECTEDTOBECOME10XMOREPOWERFUL
SEARCHENGINEADVERTISINGSPENDISUP134%
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SIXTY‐THREEPERCENTOFSEARCH‐RELATEDPURCHASESOCCUROFFLINE
SEARCH & SEO > OFFLINE CONVERSIONS ORIGINIATING ONLINE
SEARCHALLOWSYOUTOREACHPOTENTIALCUSTOMERSATTHEVERYMOMENTTHEYARECONSIDERINGAPURCHASEANDPROVIDETHEM
INFORMATIONEXACTLYWHENTHEYARELOOKINGFORIT.”
“SEARCHSTRATEGYISYOURBUSINESSSTRATEGY,WHETHERYOUREALIZEITORNOT.”(VANESSAFOX)
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HIGHERPROPENSITYTOBERELEVANT
ANORGANICLISTINGISBETWEENTWOTOSIXTIMESMOREVISIBLE
56%OFGOOGLEQUERIESDON’TSHOWANYAD
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
TOTALCLICK‐THROUGHRATES,CONVERSIONSRATESANDREVENUESINTHEPRESENCEOFBOTHPAIDANDORGANICSEARCHLISTINGSARESIGNIFICANTLYHIGHERTHANTHOSEINTHEABSENCEOFPAIDSEARCHADVERTISEMENTS.
CONSUMERSARE60%MORELIKELYTOCLICKTHROUGHONABRANDTHATAPPEARSINBOTHPAIDANDORGANIC
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SAVVYMARKETERSINTHESTORAGEINDUSTRYARETRANSFERRINGSPENDINGTOONLINEADVERTISING—PARTICULARLYPAIDSEARCH—BUTTHEYHAVEN’TYET
STARTEDTOTAKEFULLADVANTAGEOFTHE85PERCENTOFCLICKSTHATORGANICSEARCHPRODUCES.
SEARCH > ORGANIC VS PAID > TREND
MANYBUSINESSESINTHESELFSTORAGEINDUSTRYHAVENOTYETINVESTEDINORGANICSEARCHBECAUSETHEYAREN’TSUREHOWITWORKSORHOWTO
MEASUREIT.
THE OPPORTUNITY TO REACH CUSTOMERS THROUGH ORGANIC
SEARCH REMAINS LARGELY UNTAPPED
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OPPORTUNITIES
O
The wild west days of SEO are gone
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GOOGLE IS IMPROVING RANKING AND PENALIZATION FACTORS
ABRIDGED LIST OF RECENT GOOGLE PATENTS RELATED TO INDEXING AND RANKING
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SEO > 200 RANKING FACTORS
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SEO > 200 RANKING FACTORS
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SEO > CHALLENGES AND FACTORS (ABRIDGED)
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CAFFEINE IS A MAJOR INFRASTRUCTURAL CHANGE BY GOOGLE
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CAFFEINE > COMPARISON WITH OLD INDEX
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CAFFEINE > FEATURES
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SPECIALIZED SEO REQUIRES SPECIALIZED STRATEGIES
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HIGHERPROPENSITYTOCLICK
RECENTINTERNETMARKETINGSTUDIESCONFIRMTHATKEYWORDSEARCHERSPREFERTHEORGANICRESULTSATA6TO1RATIOVS.PAY‐PER‐CLICKSPONSOREDSEARCHADVERTISINGLISTINGS.
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
HIGHERPROPENSITYTOCONVERT
OVERALLCONVERSIONRATEIS17%HIGHERFORUNPAIDSEARCHRESULTS(4.2%)THANTHERATEFORTHEPAID(3.6%).
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ORGANICSEOCAMPAIGNSCANGIVEYOURESULTSTHATLAST!
PAY‐PER‐CLICKCOSTSARERISING
STEADILY
VISITORSAREBECOMINGMOREAWAREOFPAY‐PER‐CLICKASADVERTISING
SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
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TRUSTLEVELFORORGANICRESULTSISMUCHHIGHER
72.30%
27.70%
ORGANIC
PAID
WHICH RESULTS ARE MORE RELEVANT ON GOOGLE?
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THETOPTWOORGANICLISTINGSUSUALLYRECEIVEMORETHAN50%OFTHECLICKSONASEARCHRESULTSPAGE
AVERAGECLICKTHROUGHRATEFORAPAIDSEARCHPLACEMENTIS2%
SEARCH > AVERAGE VS PAID > HEAT MAP
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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
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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)
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167
8,590
3,350
1,910
Marketshare:onlinepresence
storage‐mart.com
publicstorage.com
extraspace.com
unclebobs.com
THE SELF STORAGE INDUSTRY > COMPETITION
HIGHPOTENTIALFORREVENUEUSINGCONTEXTUALADVERTSING
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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
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SUSTAINABILITY REVIEW AND SUSTAINABILITY SCORES
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OURSUSTAINABILITYREVIEWCHECKSYOURONLINEPRESENCEAGAINSTMORETHAN200FACTORS(DIVIDEDINTO20CATEGORIES)TODETERMINEWEAKNESSESANDTHREATSRELATEDTOSUCCESSFULEXECUTIONOFYOURSEARCHSTRATEGY
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PoorKeywordDiludonControl
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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.
O
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STORAGE-MART > AUDIENCE DEMOGRAPHICS
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STORAGE-MART > STORAGE-MART VS. PUBLIC STORAGE
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DAILYPPCBUDGETRANGEOFPUBLICSTORAGE.COMISESTIMATEDTOBEBETWEEN$7Kto$35K
STORAGE-MART > INTENSE COMPETITION IN PAID SEARCH
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BRANDSEARCHVOLUMEHASBEENDECLINING
STORAGE-MART > BRAND SEARCH VOLUME
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SERVICES AND RECOMMENDATIONS
DemandMaps™
AuthorityMaps™
Compeddon
Maps™
BrandMaps™
LocalMaps™Relevanc
eMaps™
TRAINING
RESEARCH
DEVELOPMENT
ADVISORY
UPDATES
CMF
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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
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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
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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
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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
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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
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ANALYZE RESEARCH MEASURE REPORT FINE‐TUNE
OPPORTUNITIES > STRATEGIC PLANNING BLUEPRINT
WEPROVIDEYOUWITH• ASINGLEPLANNING,EXECUTION,MEASUREMENTANDOPTIMIZATIONFRAMEWORKFORSYNCHRONIZEDSEOANDSEM
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INTEGRATEDSEARCHSTRATEGY
ADVERTISING
MARKETING
ENGINEERING
DEVELOPMENT
CONTENT
DESIGN
WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS
OPPORTUNITIES > SUSTAINABLE AND INTEGRATED SEARCH STRATEGY
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WEHELPYOUCREATESUSTAINABLESEARCHSTRATEGY,BYINTEGRATINGSEARCHSTRATEGYINTOALLASPECTSOFYOURBUSINESS
OPPORTUNITIES > OPPORTUNITIES FINDER MAPS
DemandMaps™
AuthorityMaps™
CompeddonMaps™
BrandMaps™
LocalMaps™
RelevanceMaps™
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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.
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EXTERNALAUTHORITYMAPS™• IDENTIFYSITESTHATARECURRENTLYCONSIDEREDAUTHORITATIVEBYTHESEARCHENGINES
INTERNALAUTHORITYMAPS™• LEVERAGEYOURSTRONGESTNODESTOSTRATEGICALLYEXTENDAUTHORITYTONON‐AUTHORITATIVENODESINTHEEYESOFTHESEARCHENGINES.
RECOMMENDATIONS > AUTHORITY MAPS™
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SERVICES
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Conversion now involves analyzing behaviors, testing placements, and starting and managing
conversations.
SERVICES
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WECANHELPYOUWITH• MOBILESEOOPTIMIZATION• GEOOPTIMIZATION• MOBILESITEMAPS• MOBILELANDINGPAGES• OPTIMIZATIONFORLOCALMOBILESERVICES
SERVICES > MOBILE SEO
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ABOUT OPPORTUNITIES
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AboutOpportunidesOpportunideshelpspublishersimplementSustainableSearchStrategies™,improvinguseracquisidons,reach,conversions,
awarenessandmonedzadonopportunides
SustainableSearchStrategies
Idendfiestargetkeywordsandphrasesthataqractqualifiedvisitorsandconvertwellforyou.
IncreasesRelevancybyInjecdngRelevanceMaps.
DecreasesPropensityforPenalizadonbyAITEXTReplacement.
IncreasesAuthoritybycomprehensiveedge‐buildingcampaignswithauthoritadvenodesandbycreadonofAuthorityHubs.
IncreasesConversionsbyaqracdngqualifiedaudienceanddirecdngthemthroughapre‐determinedstrategicconversionpath.
LowersPenalizadonriskbyimplemendngawell‐balancedandintegratedsearchstrategy.
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WHY OPPORTUNITIES? > UNIQUELY EXPERIENCED
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WHY HIRE OPPORTUNITIES? > UNIQUELY EXPERIENCED