In the ever-evolving world of search engine optimization (SEO), staying updated with the latest algorithm changes is crucial for maintaining and improving your search engine rankings. In recent months, Google has made significant updates to its search algorithms, and more changes are expected soon. As a self storage professional, understanding these updates and their implications can help you adapt your SEO strategies effectively. This article will provide an overview of the recent and upcoming Google algorithm changes and offer insights on how to navigate these shifts in the real estate industry.

Recent Google Algorithm Changes in 2023-2024

Content Quality Emphasis: Google’s March 2024 update focused heavily on content quality. The search engine has become more adept at recognizing and rewarding high-quality, informative, and original content. Thin, duplicated, or low-value content is now more likely to be penalized, causing a drop in rankings. In the past, just creating new content pages or articles with the right mix of keywords practically guaranteed that those pages would be included in Google’s crawl analysis and contribute to your SEO ranking. Well, not anymore. Now, just having the content sitting on the web is telling Google that the content lacks usefulness, and Google would only count it as a ranking factor if the content were viewed, shared, commented on, or otherwise engaged with. 

User Experience (UX) Signals: April 2024 saw an increased emphasis on user experience metrics. Factors such as page load speed, mobile-friendliness, and overall site usability have become more critical. Google aims to prioritize websites that offer a seamless and engaging user experience.

Local SEO Enhancements: Local search has been refined, with greater importance placed on proximity, intent, and relevance for local queries. This means that storage websites need to ensure their local SEO strategies are robust, including accurate business listings, localized content, and strong reviews. It also means that the days of Googling your storage facility to see how you rank are over: Google can recognize your intent to purchase, and by just searching for your business without buying, you are actually telling Google that you are not interested in your storage facility. The best way to find out how you actually rank in local SEO search results is to utilize reports such as BrightLocal or LocalFalcon, which use actual search data.

Increased Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness)

The emphasis on E-A-T is likely to grow, making it essential for real estate websites to establish and demonstrate their expertise, authoritativeness, and trustworthiness. This can be achieved through high-quality content, authoritative backlinks, and strong online reputations.

Expected Future Algorithm Changes

AI and Machine Learning Integration

Google is expected to continue integrating AI and machine learning into its search algorithms. This will enhance its ability to understand user intent and deliver more personalized and relevant search results. For storage professionals, this means creating content that addresses specific user needs and queries will become even more crucial.

Impact on Storage Industry SEO Strategies

Given these algorithm changes, storage industry marketers should consider the following adjustments to their SEO strategies:

1. Enhance Content Quality: Focus on creating in-depth, valuable content that addresses the needs and concerns of your target audience. Use data, case studies, and expert insights to bolster the quality of your content.
2. Less is More: Making sure your content is viewed and shared is equally as important as the content itself. Spending less time on one piece of content that becomes popular is more valuable than producing 20 pieces of content that lack views.
3. Improve User Experience: Ensure your website is fast, mobile-friendly, and easy to navigate. Conduct regular UX audits to identify and fix any issues that could hinder user engagement. 
4. Optimize for Local Search: Strengthen your local SEO efforts by maintaining accurate business listings, encouraging customer reviews, and producing localized content. Utilize Google My Business effectively to enhance your local presence.
5. Build Authoritative Links: Invest in building high-quality backlinks from reputable sources. Guest blogging, partnerships, and industry affiliations can help improve your site’s authority.
6. Demonstrate E-A-T: Showcase your expertise through authoritative content, case studies, and client testimonials. Ensure your website is secure and transparent, with clear information about your business and team.
7. Practice Sound Technical SEO: Make sure your website is firing on all cylinders when it comes to technical SEO, such as implementing alt tags on all images, meta titles and meta descriptions on all pages, H1 and H2 tags on all pages, and passing core web vitals. Accessibility has been increasing in importance, so making sure your website passes accessibility standards is critical. 

The recent and upcoming Google algorithm changes highlight the need for continuous adaptation and improvement in SEO strategies. For storage industry marketers, focusing on content quality, user experience, technical SEO, local SEO, and establishing authority are key to maintaining and enhancing search engine rankings. By staying informed and proactive, you can navigate these changes effectively and ensure your online presence remains strong in an increasingly competitive market.

Real-World Success Stories: Learn how Tenant Inc. is helping independent operators adapt to the changing digital landscape and achieve their marketing goals.