self storage basic seo 101

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Self Storage SEO Basic SEO 101 for Storage Industry Created by Travis Wright

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Page 1: Self Storage Basic SEO 101

Self Storage SEOBasic SEO 101 for Storage Industry

Created by Travis Wright

Page 2: Self Storage Basic SEO 101

Content in this Presentation• The Search Landscape

• How Do Search Engines Work?

• Site Architecture

• Effective Keyword Research

• Link Building Strategies

• Social Media, Social Search & Social Influencers

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THE SEARCH LANDSCAPE

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Completely different ranking algorithm than standard search

results

Probably doesn’t get traffic like most “#1” results. Actually,

11th listing on the front page.

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News Results

Real Time Results

Local Results

Image Results

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Click-Through Rates

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HOW DO SEARCH ENGINES WORK?

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Crawling & Indexing

Without links, the engines might never

find this page

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Domain

Authority

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Page Rank

“ PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion keyword terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results.

-Google’s definition of PageRank

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Page Rank

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The Flow of PageRank

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PageRank is Split Evenly

Between the Links on a Page

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Technically, Every External Link

“Leaks” PageRank

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Nofollowing or Removing Links Can

Alter the Flow of PageRank

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Or, at least it used to...

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Crawlability / Link Architecture

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Duplicate Content & Canonicalization

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Canonical URL Tag

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301 Redirects

302s

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Search Friendly URLs

www.nationalgeographic.com/animals/african-elephants

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

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Search UN-Friendly URLs

Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

UnnecessarySubdomain Dynamic URLs don’t perform as well as

static and engines recommend against more than two parameters

No keywords in the URL string

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Important Tags & Signals

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Title Tags

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Meta Descriptions

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Tag Length Recommendations

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Anatomy

Of

A

Link

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Page Copy

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Image Alt Attributes

Good keyword usage in the alt tag

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H1, H2, H(x) Tags

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Keyword Research + Targeting

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Create Spreadsheet w/ these Columns

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Choose the “Best”

Words/Phrases to Target

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Identify High Value Keywords

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Geo Targeted / Local Keywords

Albuquerque storageAlbuquerque public storageAlbuquerque self storageAlbuquerque storage unitsstorage AlbuquerqueSelf storage AlbuquerqueStorage units AlbuquerquePublic storage Albuquerque

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Add Keyword Data for Top Competitors

We like using a weighted average ofthe Page Authority metric

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Link Building Strategies

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#1 - Manual Link Submissions/Requests

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#2 - Competitive Link Research/Acquisition

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#2 - Competitive Link Research/Acquisition

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#3 - Links via Embedded Content

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#4 - Linkbait & Viral Campaigns

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#5 - Content, Technology & API Licensing

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#6 - Partnerships, Exchanges & Trades

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#7 - Paid Links

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#8 - Link Reclamation

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Training & Incenting Link Builders

Training Camp (via Gil Searcy on Flickr)

• Do link building together

• Create consistent metrics

• Reward like a sales team

• Record reasons why links didn’t happen (like objections to sales)

and work on these (things like design quality, affiliations, language,

etc. will come up)

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Building a Link Acquisition Funnel

Visit Link-Targeted Content

Grab Link Code

Link to the Site

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Building a Link Acquisition Funnel

Visit Link-Targeted Content

Grab Link Code

Link to the Site

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Building a Link Acquisition Funnel

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Building a Link Acquisition Funnel

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Questions?

Feel free to distribute this presentation for educational use. We love to help SEOs learn!