Business Property Trust Turns to Anvil for Search Engine and Visitor Optimization

Overview
Business Property Trust (BPT) owns and operates three self mini-storage locations in Aurora, Colorado; Tempe, Arizona and Boise, Idaho. BPT had recently developed web sites for each location, but needed some help in optimizing site content for search engines and visitors alike. BPT came to Anvil for an audit of their current site content and structure as well as a plan to optimize and develop new content.

Objective
To increase search engine rankings for targeted terms and increase conversions by developing site content and structure while improving the user experience.

Challenge
Heavy competition against national public storage providers with larger sites and stronger PageRank.

Strategy
Anvil started by researching keywords that were currently driving traffic, in addition to keywords competitors were targeting as well as those visitors were typing into the search engines to find a mini-storage location. Anvil focused on a small number of core keywords, then expanded to include geo-modifiers and long-tail keyword terms as well. Anvil also optimized site copy and structure to include search engine optimization best practices, incorporating the targeted keywords. Finally, Anvil reviewed the site content and messaging to ensure that once a visitor clicked on a BPT link in the search results, they were directed to relevant content that would optimize conversion to new customer.

Results
By following Anvil’s site content and structure optimization plan, BPT was able to achieve page on rankings for targeted keyword searches, resulting in triple the number of storage rentals as the previous year.

URL
AA Bargain Storage – Tempe Arizona Self Storage
Boise Lockaway Storage – Boise Idaho Self Storage
Buckley Bargain Storage – Aurora Colorado Self Storage