Anthem Self Storage (managed by West Coast Self-Storage) is a premier storage facility located in Everett, Washington. As a brand-new facility built with a focus on security and customer convenience, it offers a wide range of storage unit sizes, from small 5’x5′ units to large 10’x30′ spaces. With flexible, month-to-month leasing options, Anthem Self Storage serves both residential and business customers, providing a convenient and secure solution for all their storage needs.
As a local storage facility, Anthem Self Storage faced a common challenge in a competitive market: maintaining high occupancy rates. At the start of their campaign on October 16, 2024, their capacity was in the low 70s, falling short of their business goal of reaching 85% or higher.
They needed a strategic solution to not only attract more customers but also significantly improve their digital presence and lead generation.
To address this challenge, Anthem Self Storage purchased BrightLocal’s fully managed local SEO services and implemented a comprehensive, data-driven local SEO strategy. The campaign was designed to increase their online visibility and engagement through targeted optimization efforts. The focus was on securing prominent positions in local search results, including the highly valuable Map Pack.
Our strategic approach included several key initiatives:
Google Business Profile Optimization
We enhanced the Google Business Profile (GBP) by adding relevant secondary categories and detailed service descriptions. This helped Google better understand the full range of services offered.
Website and GBP Alignment
To reinforce these updates, we mapped the new GBP categories to corresponding service pages on the website. Since Google cross-references GBP information with website content, ensuring both are consistent increases trust and visibility.
Ongoing GBP Engagement
We introduced a schedule of regular GBP post updates and added unique, original photos each month. This not only showcases what Anthem Self Storage looks like in real life but also signals to Google and users that the business is active and engaged.
Improved Website Conversions
We streamlined the user journey by moving pricing and availability tables directly onto the main service page. This allowed visitors to find the information they wanted in one place, aligning with their search intent. The improved user experience boosted engagement, which in turn contributed to higher organic search rankings.
Continuous Updates and Maintenance
We maintain both the GBP and the website with the latest business information. This ensures accuracy, demonstrates to Google that the business actively manages its online presence, and creates a better overall experience for potential customers.
Over a six-month period, BrightLocal’s local SEO strategy generated a significant increase across all key metrics:
Ultimately, the most significant result was the direct impact on Anthem Self Storage’s bottom line. The substantial growth in online visibility and engagement translated into more qualified leads and, subsequently, a higher occupancy rate. By the end of the campaign period, the facility had reached 83% capacity, a substantial improvement from the low 70s.