When it comes to self-storage marketing insights in 2023, operators are eager to understand how artificial intelligence will impact their SEO efforts.
In this article, I’m going to break down the potential impact AI will have on your SEO strategies.
With the introduction of intriguing tools like ChatGPT and Google Bard, it’s never been easier for self-storage operators to start crafting compelling content that targets local keywords.
For instance, if your facility is based in New Jersey, you can use a tool like ChatGPT to produce an article on self-storage in New Jersey (with all the relevant keywords) in a matter of seconds.
While it’s now remarkably easy to create blog content and landing page copy for your self-storage facility website, will you outrank your local competitors with AI-generated content?
Here are a few self-storage marketing insights:
Why listen to me? I have worked in the conversational AI space for close to a decade, with our previous AI company getting acquired. My day to day consists of speaking to operators of all sizes to understand their automation needs and wants, and see how to best help them get there. I currently am in charge of swivl's go to market strategy and am a co-host of the Self Storage Lab podcast.
Let’s dive into these points in more detail.
Self-Storage Marketing Insights: AI-Powered SEO Strategies
Self-Storage Websites: The Problem With AI-Generated Copy
Self-Storage Operators Should Follow Google’s E-E-A-T Guidelines To Win At SEO
SEO For Self-Storage Facilities: My Closing Thoughts
If you want to outrank competing self-storage facilities in the SERPs, you must leverage AI writing tools in the right way.
Setting everything on autopilot and blindly publishing thousands of AI-generated words on your domain is not the right approach.
This also applies to self-storage companies with multiple locations that are pursuing programmatic SEO strategies to rank for every conceivable keyword locally.
While AI writing tools like ChatGPT and Google Bard are useful for operators suffering from writer’s block, they can fall short in creating content that will outrank your competitors.
Self-storage operators should use AI writing tools to get their creative juices flowing and then sprinkle the AI-generated content with genuinely helpful insights and information.
Google doesn’t want dozens of search results for a keyword that all lead to pages with practically identical content.
The search engine is at its best when it offers a range of relevant pages to browse through that all offer different insights and perspectives.
If you can demonstrate some topical expertise and authority on local self-storage, your content is more likely to outrank competing domains that are using box-standard AI-generated copy.
Google ultimately rewards the content that best satisfies the search intent of the user.
If someone is searching for self-storage facilities in New Jersey, peppering your AI-generated landing page outline with local market expertise and original insights is a smart move.
As AI-generated content floods the SERPs, Google’s E-E-A-T guidelines are of increasing importance to self-storage facility teams producing optimized content.
Wait, what on Earth does E-E-A-T stand for?
Let me explain.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
These are the four pillars of great content on Google.
If your content can tick all of these boxes, you stand a better chance at outranking competing facilities and ascending higher in the search results.
Using raw output from AI writing tools is not going to meet E-E-A-T guidelines.
Why? Because you are not bringing anything new to the table.
Tools like ChatGPT and Google Bard are ultimately just regurgitating insights that are already prevalent in the SERPs - which does not add any value to what’s already available.
When it comes to meeting Google’s E-E-A-T guidelines, consider the following tips:
Ideally, you should lay the groundwork for meeting E-E-A-T guidelines from the very beginning of your content. You can do this with “Why Listen To Me?” or “Why Trust Us?” boxes.
In these boxes, with just a few sentences, you can tell readers why you have the authority to educate visitors on the self-storage unit options available locally.
If you are writing a blog article, I’d recommend throwing in some original statistics very early on.
For instance, you could share some information on occupancy rates locally or talk about how unit rental fees have changed over the years with rising demand in the local area.
It’s about sprinkling the content with clear indicators that you are the authority on self-storage locally and deserve a top position in the SERPs for the relevant keywords.
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