Spacewinner

Local SEO

When a search in Google shows local search results, we speak of local SEO. With SPACEWINNER, this is certainly the case: after all, you need storage space in or near where you live. A search result relevant to SPACEWINNER looks as follows:

We deployed two key onder parts for SPACEWINNER to ensure we grab the maximum space in a search result: the branch pages on the website (in the above screenshot in blue) and Google My Company (in the above screenshot in green).

The starting point: search terms and baseline measurement 

The search query mainly takes place at the local level, but that does not mean that there are only a few search terms of interest to SPACEWINNER. It is therefore a matter of carrying out a search term analysis. The inputs we used for this: SPACEWINNER itself, the ongoing Google Ads campaign and Search Console. The output: 150 relevant search terms (from storage space rental to motorbike storage and from furniture storage to self-storage).

We then ran a baseline measurement for these search terms in AWR, our rank tracking tool. In this case, we do this for the cities where SPACEWINNER has branches (Enschede & Zwolle) and in addition we measure Google Desktop and Google Mobile.

The SPACEWINNER website

SPACEWINNER's website was very focused on the homepage. We initiated two major changes:

1. Establishment pages as well as possible so that local demand is also directed towards them
2. Bringing the different types of storage (in search terms) onder into the structure of the website

The ultimate establishment page

There are a number of onder parts that we think a site page should meet and that we have included in the approach:

• Images of the actual establishment
• Text about the staff actually working in the establishment
• Text about the branch, branch location and service area
• A Google Maps map showing the establishment
• The correct address details of the establishment

In addition to these (SEO) changes, we worked with SPACEWINNER to improve visitor landing, mainly on mobile devices.

Google My Company

A strong establishment page and an optimised Google My Company page make a rock-solid combination. In Google My Business, we worked with SPACEWINNER to customise the following onder parts:

• Information (category, services, description, UTM link to website, etc.)
• Photos (inside, outside, staff)
• Reviews (an active onder part of SPACEWINNER)

We also regularly experimented (with varying degrees of success) with new My Company features, such as Posts and Products.

Results

The local SEO strategy has certainly paid off. A glimpse from the results:

• A growth in search engine impressions of 78% last year and 35% this year
• A growth in organic sessions of 19% last year and 33% this year
• A growth in quotation requests of 40% last year and 21% this year
• A growth in searches through Google My Company of 41% last year and 139% this year

Collaboration

We see SEO as a collaboration. Together, we achieve the best result. This is also the case with the SEO approach for SPACEWINNER. We collaborated finely and effectively with:

• SPACEWINNER (Joost), the principal
• dTLS Online Marketing (Rianne), Google Ads management
• Boostrz (Bart), WordPress builder