A pioneer in the market, Safestore began offering innovative storage solutions back in 1998 with the acquisition of three properties in London. Through on-going investment the company has successfully developed a network of 96 stores and today are one of the biggest operators of self-storage in Europe. Through continuous investment in technology and a customer centric product strategy, Safestore are the market drivers in the UK. An early awareness of the opportunnity afforded by the internet, Safestore embraced online back in 1998 and since then their website has become a key conversion mechanic for new customers. With first page rankings for all their national (and regional terms) they know the value of good search engine optimisation.
Despite the economic slowdown the UK’s self storage industry has continued to grow as people look for local solutions. The CEO of the Self Storage Association recently noted, ‘The self storage industry has continued to show resilience despite the economic slowdown. By attracting a diverse customer base, maintaining occupancy levels and increasing billing rates self storage has maintained steady growth and remains strong.’
With a long established website, recognised national brand and ever increasing competition, Safestore actively sort an seo agency that could understand their market, decipher their broad target audience and build their existing search presence. With their leading competitor investing heavily, Safestore recognised the need to act straight away; indeed dropping out of the top ten would cost their business market share.
Launching a four-way agency pitch Safestore created a competitive arena in which agencies were asked to present their seo credentials and how they would increase Safestore’s online presence with longevity in mind. With experience in multiple sectors and a track record of delivering optimisation success through using our ‘Conversion Search’ model Safestore chose 9xb. Adopting the ‘qualitative’ approach to search engine optimisation Safestore recognised 9xb’s ability to deliver long term search positions and favoured their natural approach to developing search profiles.
In a competitive arena the challenge was to not only maintain their position but increase their presence in line with their high spending competitors. Through analysing the conversion potential of each search phrase, the 9xb online marketing team developed a search engine optimisation strategy around high yield opportunities. A multi layered content strategy was rolled out to build presence amongst their target audience with the aim of increasing the brands presence. Stimulating these parties, the campaign evolved naturally as targeted links developed with relevance and placement key throughout.
Operating in a difficult market where one search position can be the difference between success and failure, 9xb have evolved Safestores search profile with higher ranking primary keyphrases delivering an increase in year on year enquiries and improved website equity developing the reach of the brand through vertical phrases. Today Safestore continue to be the leading self-storage provider in the UK and with an increased online presence they are well set to develop as the need for storage continues to grow.
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