Self Storage SEO 101 - Asia Focus
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Transcript of Self Storage SEO 101 - Asia Focus
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Author: Joshua Steimle
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Last Revised Date: March, 2013
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Seeing the Whole PictureAn experiment.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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What is the whole picture?What are you missing?
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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“I’m from the future.You should go to China.”
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The Big Picture
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• Self storage• + China’s middle class• + Internet• + mobile Internet• = massive opportunity
Putting things together.
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China’s Middle Class
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
How large is it?
Source: Forbes, 2011
“By 2030, China should have approximately 1.4 billion middle class consumers. India is next, reaching 1.07
billion in a little under 20 years.”
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China: Internet Penetration
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Total Internet Users
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Average Time Online
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Internet Users By Gender
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Internet users by age
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Internet Penetration By Province
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: China Internet Network Information Center (CNNIC)
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China: Smartphone Usage
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
Source: iiMedia
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
The PC is dead.
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Worldwide PC Shipments
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
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Worldwide Computing Device Shipments
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
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PC % of Computing Devices
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Source: IDC
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What’s all this mean?
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• There are a lot of people in China.• A lot of those people use the Internet.• A lot of those people use the mobile Internet.• There is an enormous opportunity for self storage companies that embrace mobile Internet marketing in China.
To summarize thus far...
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What is SEO?
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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What does SEO stand for?Search engine optimization.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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What is a search engine?Google, Yahoo!, Baidu, etc.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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66%8%
5%
21%
GoogleBaiduYahoo!Everyone Else
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Market ShareGoogle dominates.
Source: comScore, 2012
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Differences? Not so much.
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
• Traffic• Traffic• Traffic• Money
All search engines want the same things...
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Search Engine RevenuesMostly advertising.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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Search AdvertisingPay-per-click, PPC, Adwords, etc.
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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How do search engines generate traffic?
• By giving visitors what they want
More Traffic = More $$$
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
Where do they come from?
• Paid search results• Largely determined by advertisers• Assisted by search engines
• “Natural” or “Organic” search results• Determined by search engines• Algorithms
Search Results
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6%
94%
Paid Natural
SEO 101 for Self StorageFundamentals of Search Engine Optimization
Search ResultsPaid vs. Natural
Source: Econsultancy, 2012
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How do I get to #1?ABC, 123
SEO 101 for Self StorageFundamentals of Search Engine Optimization
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
All ‘bout content
• What• How-to’s• Tips• News
• How• Blog• New pages and sections
ABC
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
Keep it easy
• 1 how-to or tip• + 2 blog posts• = 3 new pages per month
123
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
Good & Plenty
• Make it so interesting a human would read it• Focus on people, not search engines
Quality & Quantity
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
Reading material
• seomoz.org/beginners-guide-to-seo
SEO Resources
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SEO 101 for Self StorageFundamentals of Search Engine Optimization
Action items
• Have a website• Provide online reservation and payment• Mobile website• Think local - Google Maps, Yelp, etc.• 1 how-to or tip per month• 2 blog posts per month
Final Takeaways
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Questions
Fundamentals of Search Engine OptimizationSEO 101 for Self Storage