So, you’ve decided to change the name of your self storage business. Maybe you just bought a facility and want to put it under your own moniker. Or maybe you operate a multi-site portfolio where each property currently flies under a different flag and you want to establish uniformity. Whatever the reason, it’s time to make a change.
There are a whole host of benefits that come with rebranding, including better name recognition, consistent messaging, a modern logo, an updated website, physical upgrades, consolidated marketing spend, and more. However, there is one part of the transition process that self-storage operators often overlook, and that is what happens with the company’s online presence. In fact, a rebrand and name change can have one significant impact on local search engine optimization (SEO) and search results. You don’t want to lose momentum, what can you do? Let’s look at some ways to effectively manage the switch.
Local SEO and Search
Optimizing your local SEO ensures that your brand’s web footprint is fresh, consistent and accurate. It goes beyond your self-storage website to include your Google Business Profile (GBP) and business listings found on sites like Apple, Bing, Yahoo, Yelp and others. When managed correctly, local SEO positions your brand for increased visibility and better rankings in local search results.
Local search refers to the results that appear when a person searches for a business or service in a specific geographic location. They include a map and a short list of companies relevant to the query.
Local SEO and search are especially important for self-storage businesses, given the number of consumers searching online for locations in their area, including common “near me” queries. Having a strong local search presence can help you attract more tenants.
Impact of rebranding
When rebranding a self-storage business with a new name, you need to carefully manage several elements that affect your local search and SEO. This includes:
DAY (bname, address, telephone number). This is one of the most critical pieces of local SEO. You will need to update this information on your website, Google GBP and other local directory listings. At the very least, make sure your new information is consistent across platforms. Yes It’s not, Google will think there are multiple businesses in the same location. The original business (not the rebrand) is what carries longevity and authority, which will add to the confusion.
Local dating. Also known as business listings, these are mentions of your self-storage operation on websites other than your own, such as directories, review sites, and social media platforms. When you rebrand, you’ll need to update them with your new information, including your NAP and other key details that may have changed.
Whenever you’re purchasing a self-storage facility with a different brand, it’s important to work with the vendor where possible to get logins to all the different business listings, social media profiles, etc. This paves the way for a smooth transition and helps avoid potential legal issues related to competing listings, such as trademark or copyright infringement.
Your GBP this is one of the most critical determining factors in the effectiveness of local SEO. When you rebrand and update your GBP profile, a verification process is likely to be initiated, which is usually resolved by a postcard in the mail containing a unique code. If that doesn’t work, you may need to provide additional documentation to Google.
Your website Rebranding means you’ll need to update your website with yours new business name, logo and other elements. If you have multiple locations and have a newly acquired property, you may only need to add a new location page. In particular, make sure your NAP is consistent across your web footprint. Next, we’ll delve into some other website effects.
Comments and ratings. Both are crucial to your local search presence. When you rebrand, you’ll need to transfer them to your new business name as best you can. GBP can do this automatically, or you may need to contact them manual help.
For recently acquired self-storage sites, other company listings are best accessed with current login information provided by the vendor or by contacting each platform’s technical support directly. If you have a lot of reviews and ratings to transfer, you might consider a review management platform like Birdeye, Podium, or ReviewTrackers.
Additional impact on your website
If you change your self-storage domain name as part of rebranding, you may see a temporary drop in search traffic and perceived authority. This is because search engines will have to re-crawl and re-index your website under the new name, and it may take some time for your site to regain its previous ranking and traffic levels.
Transitioning to a new website and domain adds a lot of complexity, so work with a web developer who has experience managing these projects. For example, here are two common components that are often overlooked:
URL redirects. When you change your domain name or website structure, it’s essential to set up redirects to ensure that your old URLs are redirected to their appropriate new location. Failure to set up proper redirects can result in broken links, which can harm traffic and search authority.
Keeping inbound links. Any links to your self-storage website from outside websites (for example, you might have a listing on your site for your local chamber of commerce) are a big factor in your website’s authority and your ranking in search results. When you rebrand, do your best to ensure that your backlinks are updated with your new brand and URL.
Details matter
As you can see, rebranding a self storage business can have a significant impact on your local web presence, so make sure your new information is accurate and consistent with your online footprint. it is essential for potential customers as well as search engines. It is also critical that your website migration is managed properly. Paying attention to every detail will help ensure a smooth transition and a successful new start for your new brand.
Tyler Suchman is the founder of The Storage Agency, a web marketing agency exclusively focused on serving self storage owners and operators with unbeatable performance and pricing. The storage agency is powered by Tribal Core, a boutique agency founded in 2002 by Suchman. To contact him, send an email [email protected].
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