Mobile is now considered by marketing experts to be the most important digital platform on which businesses are successful. In fact, according to Statstica, 75.1% of U.S. Internet users access the Internet from their mobile devices. A recent study conducted by Google found that U.S. mobile searches make up roughly 58% - 60% of the overall search query volume. As the number of potential tenants who access websites from a mobile device increases, it is imperative that your self storage facility’s website is responsive and you understand the importance of mobile search.
Google now considers having a responsive website a best practice for ranking well organically. Responsive websites are fully functional websites that adapt to whatever device the viewer utilizes (phone, tablet, pc, etc.). Today’s potential tenants want to find local storage facilities and be able rent or reserve a storage unit from any device, including their phones. Having a responsive website is crucial for storage facilities to be successful online.
Mobile First Indexing
Google knows the importance of mobile when it comes to their search results. This is why they are changing the way they index websites to determine rankings. Their previous algorithm looked at a company’s website on a desktop to determine rankings. This year they are moving to a model that looks at your website on mobile devices first to help determine rankings. That means to have a strong organic ranking, your website needs to follow best practices for mobile.
Mobile and Local Go Hand-in-Hand
In my presentations to the self storage industry, I always stress the importance of local targeting when it comes to marketing your storage facility. Mobile strongly overlaps with the Google local searches. In fact, Google found that over 50% of on-the-go searches have local intent. Local mobile search can be a powerful way to reach and convert potential tenants. This means storage facilities that optimize for mobile should also pay close attention to “near me” keyword phrases. Those term are considered “hyperlocal” and can be critical for attracting on-the-go customers in your target market who are searching for self storage.
Mobile is quickly changing the way people find local businesses. This makes having a strong, mobile-friendly website a must. All content should serve the needs of customers on these devices while also maintaining fast mobile-load times, clear-page navigation and mobile-friendly layouts that allow visitors to have a positive experience on your website from their phones.
About the Author
Jeanne Dotson is the director of Internet marketing strategy at The Storage Group. The Storage Group has over 60 years of combined storage industry experience. They are a dedicated team of Internet marketing professionals specializing in Reputation Management, Website Design, Search Engine Optimization (SE0), Pay-Per-Click Advertising (PPC) and Local Listing Management. The Storage Group was the first in the self storage industry to create an online rental tool known as ClickandStor™.