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Self Storage SEO: How to find the Best Keywords [Step-by-Step Guide]

March 4, 2020

6 min

Before beginning a self storage SEO (Search Engine Optimization) campaign, you need to be aware of the keywords that will get you leads.

What is your target customer searching in Google to find your storage facility?

Once you know those keywords you can begin the process of moving up on Google!

This guide is your quick and easy solution to keyword research for storage facilities.

By the time you finish reading this guide, you should be able to select quality keywords for your storage facility, and confidently begin your self storage SEO marketing campaign.

Download our Self Storage Marketing Playbook eBook here for free.

How to pick your keywords

Picking the best keywords to drive rentals through your website comes down to two factors: traffic and competition.

You want the most desirable keywords are high in traffic and low in competition.

Do not ignore either of these.

Search Console will let you know what people are searching to find you and where you rank on Google.
Google Search Console will let you know what people are searching to find you and where you rank on Google.

If the traffic is high but so it the competition, move on.

Conversely, a keyword does not have to be perfect, but it does need to be obtainable.

Don't start your SEO campaign by trying to rank on the 1st page of competitive search terms.

Start with less competitive ones and win those first before you go for the big victory.

High traffic

High traffic keywords are the most tempting, they are the easiest to figure out, because of their high frequency of inquiries, an example in this industry would be “storage”.

Getting ranked for “storage” would be awesome, but it is also unrealistic.

Every storage business website in the world would be competing with yours.

But here’s a neat trick, you can use a service like BrightLocal to track search terms like "storage near me" from a specific location.

This is how most people find your website, through Google's local search listings. 

Again, be realistic in your approach.

Low competition

There are tools such as Moz’s Keyword Explorer, that let you track the competition for a search term.

Moz's Keyword explorer lets you track the competition for a search term.
Moz's Keyword explorer lets you track the competition for a search term.

When planning your self storage SEO campaign this tool is extremely useful.

The monthly volume is the estimated searches that happen each month.

The difficulty is how hard it would be to move on the first page for this keyword. The lower the better.

Priority is a combination of the Monthly Volume, Difficulty, and Organic CTR.

What tools do you use?

Good question, because guessing without data to back it up is not the best idea.

You want to be 100% sure of your keywords before beginning a campaign.

A great tool for judging volume and especially competition is Moz’s Keyword Explorer.

Just type in “Knoxville storage” or “(Your city) storage” (you want to type something broad first), and check out the results. It should give you a competition score.

Try to add in more localized keywords such as a landmark in your town or a busy road near your facility.

Another important feature is the keyword suggestions.

Here is where you will find other keywords to work with.

So you mean we can get ranked for multiple keywords?

Yes, you can get ranked for all relative keywords, in fact from experience I’ve noticed it’s typically the same 4-5 companies that get ranked for every keyword in the industry. 

What defines a low competition keyword?

On the keyword explorer, anything below 30 is winnable for most businesses, however a truly great keyword has a competition of 25 or lower.

Rand Fishkin, the founder of Moz has this to say about the difficulty, you can read more about it here.

If you're a very powerful, important site with loads of links and other strong ranking signals, chances are good you could more easily rank for higher KW Difficulty scoring keywords (even those in the 60s and 70s).

Conversely, if your site is brand new or has few positive ranking signals, you may find that even lower difficulty keywords (those in the 20s or 30s) are pretty tough.

If you can find a high volume keyword with this difficulty stat or lower, you are in business, write it down, write every keyword with this visage down.

How do you insure rankings for these keywords?

Here’s where the fun part begins, getting ranked.

This part is not easy, which is often why a professional is required to help you out.

If you're searching for a self storage SEO professional we would love to chat!

StoragePug's services are proven to help storage facilities move up on Google and rent more units.

Getting ranked for keywords involves putting the keyword in your meta title, on page header (H1), and meta description.

These are the big 3 in self storage SEO.

You will need to link build, submit your sitemap, and work on any internal site errors (i.e. 404’s, duplicate content, JavaScript errors…).

SEO is not easy, even for pros results can take 3-6 months or longer.

Make a keyword list

The first place to start is by writing down all high quality, low competition keywords you find.

You should always have a direction/reference, but you will find that you will get ranked for keywords that you didn’t even write down.

Compare your list with the “Search Analytics” in Google Search Console to see what people are searching to find your site and add keywords to your list.

No matter what 3rd party app you use, these rankings are hardly ever 100% correct.

Google search console is the most accurate detector of rankings, it’s also free to use, the biggest problem is you have to register your site, and have website and search console access to use this feature.

Again, regardless of what position stat you see, I would still manually check every quality keyword to see for yourself what’s working.

But continually search these terms on Google yourself to see where you show up!


Finding keywords in the self storage industry does not have to be hard.

You just need to know what tools to use and what to look for.

In this case, try Moz Keyword Explorer and Google Search Console.

Look for keywords with high volume and low competition.

If you’re totally new to self storage SEO, consider hiring a company who continually does SEO for the self storage industry, if anything you will get a better/more answers.

Best of luck, take keyword research seriously, every SEO does.

If ever you get confused, ask us! We are happy to help :)

Get in touch with us at StoragePug to learn more about our digital marketing services for self storage — or to schedule a demo.

To read more about my favorite StoragePug features, take a look at:

StoragePug is a modern marketing company for self storage. We create intelligent marketing websites that allow you to rent units & take payments through your facilities' website.

From SEO to Google My Business, the Self Storage Marketing Playbook covers it all.

Download for free!

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