The document discusses search engine optimization (SEO) strategies for self-storage companies. It provides statistics on the self-storage industry such as its growth and size. It also discusses challenges with SEO like the large number of ranking factors considered by Google. The document recommends developing organic search strategies to complement paid search campaigns. It proposes an action map with steps to improve SEO through content development, link building, and technical site optimizations.

2. THE SEARCH ECOSPHERE

3. SEARCH > SEARCH IS HUGE
Market Share Comparison
OPPORTUNITIES
Google: $160B
[majority of the revenue is from paid search]
L*MAR $189B
[owns 7,300 stores]
O

4. SEARCH > SEARCH IS HUGE
Market Share Comparison
…sites that
OPPORTUNITIES
don’t rank
naturally…
Google: $160B
[majority of the revenue is from paid search]
L*MAR $189B
[owns 7,300 stores]
O

5. SEARCH > ORGANIC VS PAID
$0.88
OUT OF EVERY ONLINE
SEARCH DOLLAR IS SPENT ON
PAID SEARCH…

6. SEARCH > ORGANIC VS PAID
$0.88
OUT OF EVERY ONLINE
SEARCH DOLLAR IS SPENT ON
PAID SEARCH…
…EVEN THOUGH 85 PERCENT OF SEARCHERS CLICK ON
ORGANIC RESULTS.

7. INTERNET SEARCH HAS THE LOWEST AVERAGE COST PER ACQUISITION

8. SEARCH > USAGE
CUSTOMERS ARE TURNING TO ONLINE SEARCH ENGINES FIRST
AMERICANS PERFORM AN ESTIMATED 790 MILLION SEARCHES PER WEEK
TODAY, OVER 82% OF INTERNET USERS USE SEARCH ENGINES TO FIND LOCAL
SERVICES, SUCH AS A SELF STORAGE FACILITY. (SOURCES: KELSEY; NIELSEN).
SEARCH ENGINE MARKETING IS THE FASTEST GROWING ADVERTISING
MEDIUM IN THE WORLD AND IT IS PROJECTED TO BECOME 10X MORE
POWERFUL
SEARCH ENGINE ADVERTISING SPEND IS UP 134%
O

9. SEARCH & SEO > OFFLINE CONVERSIONS ORIGINIATING ONLINE
SEARCH ALLOWS YOU TO REACH POTENTIAL CUSTOMERS AT THE VERY
MOMENT THEY ARE CONSIDERING A PURCHASE AND PROVIDE THEM
INFORMATION EXACTLY WHEN THEY ARE LOOKING FOR IT.”
SIXTY‐THREE PERCENT OF SEARCH‐RELATED
PURCHASES OCCUR OFFLINE
“SEARCH STRATEGY IS YOUR BUSINESS STRATEGY, WHETHER YOU
REALIZE IT OR NOT.” (VANESSA FOX)

10. SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
TOTAL CLICK‐THROUGH RATES, CONVERSIONS RATES AND REVENUES IN
THE PRESENCE OF BOTH PAID AND ORGANIC SEARCH LISTINGS ARE
SIGNIFICANTLY HIGHER THAN THOSE IN THE ABSENCE OF PAID SEARCH
ADVERTISEMENTS.
HIGHER PROPENSITY TO BE RELEVANT
AN ORGANIC LISTING IS BETWEEN TWO TO SIX TIMES MORE VISIBLE
56% OF GOOGLE QUERIES DON’T SHOW ANY AD
CONSUMERS ARE 60% MORE LIKELY TO CLICK THROUGH ON A BRAND
THAT APPEARS IN BOTH PAID AND ORGANIC

11. SEARCH > ORGANIC VS PAID > TREND
SAVVY MARKETERS IN THE STORAGE INDUSTRY ARE TRANSFERRING SPENDING TO
ONLINE ADVERTISING— PARTICULARLY PAID SEARCH—BUT THEY HAVEN’T YET
STARTED TO TAKE FULL ADVANTAGE OF THE 85 PERCENT OF CLICKS THAT ORGANIC
SEARCH PRODUCES.
MANY BUSINESSES IN THE SELF STORAGE INDUSTRY HAVE NOT YET INVESTED IN
ORGANIC SEARCH BECAUSE THEY AREN’T SURE HOW IT WORKS OR HOW TO
MEASURE IT.
THE OPPORTUNITY TO REACH
CUSTOMERS THROUGH ORGANIC
SEARCH REMAINS LARGELY UNTAPPED

12. The wild west days of SEO are gone
OPPORTUNITIES
O

13. GOOGLE IS IMPROVING RANKING AND PENALIZATION FACTORS
ABRIDGED LIST OF RECENT GOOGLE PATENTS RELATED TO INDEXING AND RANKING

14. SEO > 200 RANKING FACTORS

15. SEO > 200 RANKING FACTORS

16. SEO > CHALLENGES AND FACTORS (ABRIDGED)

17. CAFFEINE IS A MAJOR INFRASTRUCTURAL CHANGE BY GOOGLE

18. CAFFEINE > COMPARISON WITH OLD INDEX

19. CAFFEINE > FEATURES

20. SPECIALIZED SEO REQUIRES SPECIALIZED STRATEGIES

21. SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
HIGHER PROPENSITY TO CLICK
RECENT INTERNET MARKETING STUDIES CONFIRM THAT KEYWORD
SEARCHERS PREFER THE ORGANIC RESULTS AT A 6 TO 1 RATIO VS. PAY‐
PER‐CLICK SPONSORED SEARCH ADVERTISING LISTINGS.
HIGHER PROPENSITY TO CONVERT
OVERALL CONVERSION RATE IS 17% HIGHER FOR UNPAID SEARCH
RESULTS (4.2%) THAN THE RATE FOR THE PAID (3.6%).

22. SEARCH > NEED FOR AN ORGANIC SEARCH STRATEGY
ORGANIC SEO CAMPAIGNS CAN GIVE YOU RESULTS THAT LAST!
PAY‐PER‐CLICK
COSTS ARE RISING
STEADILY
VISITORS ARE BECOMING MORE AWARE OF PAY‐PER‐CLICK AS
ADVERTISING

23. WHICH RESULTS ARE MORE RELEVANT ON GOOGLE?
27.70%
ORGANIC
PAID
72.30%
TRUST LEVEL FOR ORGANIC RESULTS IS MUCH HIGHER

24. SEARCH > AVERAGE VS PAID > HEAT MAP
THE TOP TWO ORGANIC LISTINGS USUALLY RECEIVE MORE THAN 50%
OF THE CLICKS ON A SEARCH RESULTS PAGE
AVERAGE CLICKTHROUGH RATE FOR A PAID SEARCH PLACEMENT IS 2%

25. THE SELF STORAGE INDUSTRY > SECTOR GROWTH
1 IN 10 RENTS A STORAGE UNIT
SELF STORAGE IS THE FASTEST GROWING SECTOR
OF COMMERCIAL REAL-ESTATE FOR
LAST 35 YEARS
THE INDUSTRY REVENUE FYE 2009 WAS
$22,000,000,000

26. THE SELF STORAGE INDUSTRY > US STORAGE FACILITIES (Q4-09)
US STORAGE FACILITIES (Q4-09)
16%
32%
52%
Urban
Suburban
Rural
46,000 “PRIMARY” SELF STORAGE FACILITIES REPRESENTING 2.21 BILLION SQUARE FEET

27. THE SELF STORAGE INDUSTRY > COMPETITION
HIGH POTENTIAL FOR
REVENUE USING
CONTEXTUAL
ADVERTSING
Market share: online presence
167
1,910
storage‐mart.com
publicstorage.com
3,350
extraspace.com
8,590
unclebobs.com

28. THE SELF STORAGE INDUSTRY > SUPPLY AND DEMAND
SELF STORAGE DEMAND
• RANGES FROM 2 TO 8 SQ FEET PER
PERSON
• AVERAGES AT 4.87 SQ. FEET PER
PERSON
19.2 SQFT SELF STORAGE SPACE INVENTORY IS
AVAILABLE PER U.S. HOUSEHOLD

29. SUSTAINABILITY REVIEW AND SUSTAINABILITY SCORES

30. OUR SUSTAINABILITY REVIEW CHECKS YOUR ONLINE PRESENCE AGAINST MORE
THAN 200 FACTORS (DIVIDED INTO 20 CATEGORIES) TO DETERMINE WEAKNESSES
AND THREATS RELATED TO SUCCESSFUL EXECUTION OF YOUR SEARCH STRATEGY

35. Poor Keyword Diludon Control

36. Some of your domains may already
be penalized. If so, you’ll need to
take action quickly so it doesn’t get
other domains in the network
penalized.
O

37. STORAGE-MART > AUDIENCE DEMOGRAPHICS

38. STORAGE-MART > STORAGE-MART VS. PUBLIC STORAGE

39. STORAGE-MART > INTENSE COMPETITION IN PAID SEARCH
DAILY PPC BUDGET RANGE OF PUBLICSTORAGE.COM IS ESTIMATED TO BE BETWEEN
$7K to $35K

40. STORAGE-MART > BRAND SEARCH VOLUME
BRAND SEARCH VOLUME HAS BEEN DECLINING

41. Demand
Maps™
Compedd
Authority on
Maps™ Maps™
Local
UPDATES
Relevanc Maps™
e Brand
Maps™ Maps™
SERVICES AND
RECOMMENDATIONS
DEVELOPME
NT
TRAINING CMF
ADVISORY
RESEARCH

42. SERVICES AND RECOMMENDATIONS > ACTION MAP
action
1.
MAP
DISCOVERY
A) REFINEMENT OF GOALS
B) IDENTIFICATION OF TRAINING NEEDS
2.
MODIFICATION OF CURRENT SEO PRACTICES
A) IMPLEMENTATION OF RECOMMENDATIONS BASED ON
COMPREHENSIVE SITE REVIEW.
B) PREVENT DAMAGE FROM PENALTIES.
C) RESEARCH AND ELIMINATE ROOT CAUSE(S).
3.
CONTENT OPTIMIZATION
A) REMOVAL OF DUPLICATE CONTENT PENALTY FACTORS
B) INCORPORATE PERSUASIVE MESSAGING INTO YOUR CONTENT STRATEGY
C) OPTIMIZATION OF DESIGN / LAYOUT
D) CLEANUP OF HTML / STRUCTURE
4.
CONTENT DEVELOPMENT
A) IDENTIFICATION OF STRATEGIC KEY PHRASES
B) CONTENT WRITING OPTIMIZED FOR BOTH USERS AND SEARCH ENGINES

43. SERVICES AND RECOMMENDATIONS > ACTION MAP
action
5.
RELEVANCE ANALYSIS & INJECTION MAP
A) RELEVANCE MAPS
B) RELEVANCE INJECTION TRAINING
6.
RESEARCH SERVICES
A) COMPETITIVE RESEARCH
B) DEMAND RESEARCH
C) LONG TAIL MAPS
D) LOCAL MAPS
7.
AUTHORITY/LINK ANALYSIS
A) IDENTIFICATION OF AUTHORITY CANDIDATES FOR IBL(S) AND
OBL(S).
B) OPTIMIZED PRESS RELEASES AND ARTICLE MARKETING
C) WELL ORCHESTRATED, ANCHORED, IN‐BOUND AND OUT‐
BOUND LINK BUILDING
8.
CMS SELECTION
A) CMS Requirements Analysis.
B) Proposal for Opportunides CMF.

44. SERVICES AND RECOMMENDATIONS > ACTION MAP
action
9.
LOG ANALYSIS MAP
A) ANALYSIS OF WEB SERVER LOG FILES
B) ANALYSIS OF ANALYTIC REPORTS
10.
CONTENT NODES
A) FOR CREATING AND CONTROLLING NODES WITH NICHE SPECIFIC
AUTHORITY
B) CREATION OF NICHE AGGREGATORS AND DIRECTORY
C) PLACEMENT ON FEWBLOCKS.COM
11.
LANDING PAGE DEVELOPMENT
A) ONLINE TRAINING SERVICES
B) OFFLINE TRAINING SERVICES
12.
MIGRATION STRATEGY REVIEW
A) TO ENSURE MIGRATION HAPPENS IN A SEARCH
ENGINE FRIENDLY AND SAFE MANNER.

45. SERVICES AND RECOMMENDATIONS > ACTION MAP
action
13.
CONVERSION OPTIMIZATION MAP
A) ANALYSIS AND REVIEW OF CURRENT CONVERSION ROADMAPS.
B) USABILITY ANALYSIS
14.
MULTIPLE DOMAIN STRATEGY AND NODE HOSTING REVIEW
A) SEARCH ENGINE FRIENDLY HOSTING OF MULTIPLE SITES
15.
ARCHITECTURE REVIEW
RECOMMENDATIONS FOR REFINEMENT OF:
A) SITE ARCHITECTURE
B) LINKING ARCHITECTURE
C) URL ARCHITECTURE
16.
TRAINING SERVICES
A) ON‐SITE
B) OFF‐SITE
C) ON‐DEMAND

46. SERVICES AND RECOMMENDATIONS > ACTION MAP
action
17.
SOCIAL OPTIMIZATION MAP
A) OPTIMIZATION FOR SOCIAL MEDIA INCLUDING
A) FOURSQUARE
B) TWITTER
C) FACEBOOK
18.
MOBILE OPTIMIZATION
A) OPTIMIZATION FOR MOBILE SERVICES
B) MOBILE SEARCH
C) MOBILE SITEMAPS
19.
CHANNEL STRATEGY OPTIMIZATION
INCREASE LEADS & CONVERSIONS USING CHANNEL
PARTNER PROGRAMS
20.
EMAIL MARKETING STRATEGY
INCREASE CAPTURES, CONVERSIONS AND RETENTION
BY EMPLOYING AN EFFECTIVE EMAIL
MARKETING STRATEGY

47. OPPORTUNITIES > STRATEGIC PLANNING BLUEPRINT
ANALYZE RESEARCH MEASURE REPORT FINE‐TUNE
WE PROVIDE YOU WITH
• A SINGLE PLANNING, EXECUTION, MEASUREMENT AND
OPTIMIZATION FRAMEWORK FOR SYNCHRONIZED SEO AND SEM

48. OPPORTUNITIES > SUSTAINABLE AND INTEGRATED SEARCH STRATEGY
INTEGRATED SEARCH
STRATEGY
ADVERTISING
MARKETING
ENGINEERING
DEVELOPMENT
CONTENT
DESIGN
WE HELP YOU CREATE SUSTAINABLE SEARCH STRATEGY, BY INTEGRATING SEARCH
STRATEGY INTO ALL ASPECTS OF YOUR BUSINESS

49. OPPORTUNITIES > OPPORTUNITIES FINDER MAPS
Demand
Maps™
Compeddon
Authority Maps™
Maps™
Local
Maps™
Relevance
Maps™ Brand
Maps™
WE HELP YOU CREATE SUSTAINABLE SEARCH STRATEGY, BY INTEGRATING SEARCH
STRATEGY INTO ALL ASPECTS OF YOUR BUSINESS

50. Search Engines measure relevancy based on presence of relevant keywords and
Semantic distance between them.
RelevanceMaps from Opportunities maximizes your relevance by analyzing global
demand patterns and generating a weighted list of keywords expected by the search
engines. In addition to increasing relevance and visibility, RelevanceMaps also help with
long tail optimizations.
RelevanceMap output can then be used for deep linking to expose long tail content.

51. RECOMMENDATIONS > AUTHORITY MAPS™
EXTERNAL AUTHORITY MAPS™
• IDENTIFY SITES THAT ARE CURRENTLY
CONSIDERED AUTHORITATIVE BY THE
SEARCH ENGINES
INTERNAL AUTHORITY MAPS™
• LEVERAGE YOUR STRONGEST NODES TO STRATEGICALLY EXTEND
AUTHORITY TO NON‐AUTHORITATIVE NODES IN THE EYES OF THE
SEARCH ENGINES.

52. SERVICES

53. SERVICES
Conversion now involves analyzing behaviors,
testing placements, and starting and managing
conversations.

54. SERVICES > MOBILE SEO
WE CAN HELP YOU WITH
• MOBILE SEO OPTIMIZATION
• GEO OPTIMIZATION
• MOBILE SITE MAPS
• MOBILE LANDING PAGES
• OPTIMIZATION FOR LOCAL MOBILE SERVICES

55. ABOUT OPPORTUNITIES

56. About Opportunides
Opportunides helps publishers implement Sustainable Search
Strategies™, improving user acquisidons, reach, conversions,
awareness and monedzadon opportunides
 Sustainable Search Strategies
 Idendfies target keywords and phrases that aqract qualified visitors and
convert well for you.
 Increases Relevancy by Injecdng RelevanceMaps.
 Decreases Propensity for Penalizadon by AITEXT Replacement.
 Increases Authority by comprehensive edge‐building campaigns with
authoritadve nodes and by creadon of Authority Hubs.
 Increases Conversions by aqracdng qualified audience and direcdng them
through a pre‐determined strategic conversion path.
 Lowers Penalizadon risk by implemendng a well‐balanced and integrated
search strategy.

57. WHY OPPORTUNITIES? > UNIQUELY EXPERIENCED

58. WHY HIRE OPPORTUNITIES? > UNIQUELY EXPERIENCED

59. > WHY OPPORTUNITIES? > STRATEGIC PLANNING BLUEPRINT
ALL YOU NEED TO KNOW IS STORAGEMART@ABOUTOPPORTUNITIES.COM