Mobile is now considered by marketing experts to be the most important digital platform for businesses to be successful on. In fact, according to Statstica, 75.1% of U.S. internet users access the internet from their mobile devices. A recent study conducted by Google, found that US mobile searches make up roughly 58-60% of the overall search query volume. As the number of potential tenants who access websites from a mobile device increases, it is imperative that your self storage facility’s website is responsive and you understand the importance of mobile search.
Google now considers having a responsive website a best practice for ranking well organically. Responsive websites are fully functional websites that adapt to whatever device they are viewed on (phone, tablet, pc). Today’s potential tenants want to find local storage facilities and then be able rent or reserve a storage unit from any device, including their phones. Having a responsive website is crucial for storage facilities to be successful online.
Mobile First Indexing
Google knows the importance of mobile when it comes to their search results, which is why they are changing the way they index websites to determine rankings. Their previous algorithm looked at a company’s website on a desktop to determine rankings, this year they are moving to a model that looks at your website on mobile devices first to help determine rankings. That means to have a strong organic ranking, your website needs to follow best practices for mobile.
Mobile and Local Go Hand-in-Hand
In my presentations to the self storage industry, I always stress the importance of local targeting when it comes to marketing your storage facility. Mobile strongly overlaps with the Google local searches. In fact, Google found that over 50% of on-the-go searches have local intent. Local mobile search can be a powerful way to reach and convert potential tenants. This means that storage facilities that optimize for mobile, should also pay close attention to “near me” keyword phrases. Those term are considered “hyperlocal” and can be critical for attracting on-the-go customers in your target market who are searching for self storage.
As you see, mobile is quickly changing the way people find local businesses. That makes having a strong, mobile friendly website a must. All content should serve the needs of customers on these devices while also maintaining fast mobile load times, clear page navigation and mobile-friendly layouts that allow visitors to have a positive experience on your website from their phones.