This document provides an overview of search engine optimization (SEO) fundamentals and the opportunity for self storage companies in China. It notes that China will soon have over 1 billion middle class consumers using the internet and mobile internet, representing a major opportunity. It then discusses key SEO concepts like content creation, search engine algorithms, and the importance of organic versus paid search results. The document emphasizes creating helpful content like how-to guides and maintaining an online presence across multiple local listing and review sites.

1. SEO 101 for Self Storage
Fundamentals of Search Engine Optimization
Last Revised Date: March, 2013
Author: Joshua Steimle

2. Seeing the Whole Picture
An experiment.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

4. What is the whole picture?
What are you missing?
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

5. “I’m from
the future.
You should
go to China.”

6. The Big Picture
Putting things together.
• Self storage
• + China’s middle class
• + Internet
• + mobile Internet
• = massive opportunity
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

7. China’s Middle Class
How large is it?
“By 2030, China should have
approximately 1.4 billion middle class
consumers. India is next, reaching 1.07
billion in a little under 20 years.”
Source: Forbes, 2011
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

8. China: Internet Penetration
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

9. China: Total Internet Users
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

10. China: Average Time Online
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

11. China: Internet Users By Gender
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

12. China: Internet users by age
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

13. China: Internet Penetration By Province
Source: China Internet Network Information Center (CNNIC)
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

14. China: Smartphone Usage
Source: iiMedia
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

15. The PC is dead.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

16. Worldwide PC Shipments
Source: IDC
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

17. Worldwide Computing Device Shipments
Source: IDC
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

18. PC % of Computing Devices
Source: IDC
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

19. What’s all this mean?
To summarize thus far...
• There are a lot of people in China.
• A lot of those people use the Internet.
• A lot of those people use the mobile Internet.
• There is an enormous opportunity for self
storage companies that embrace mobile
Internet marketing in China.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

20. What is SEO?
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

21. What does SEO stand for?
Search engine optimization.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

22. What is a search engine?
Google, Yahoo!, Baidu, etc.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

23. Market Share
Google dominates.
Google
Baidu
66% Yahoo!
8% Everyone Else
5%
21% Source: comScore, 2012
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

24. Differences? Not so much.
All search engines want the same things...
• Traffic
• Traffic
• Traffic
• Money
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

25. Search Engine Revenues
Mostly advertising.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

26. Search Advertising
Pay-per-click, PPC, Adwords, etc.
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

28. More Traffic = More $$$
How do search engines generate traffic?
• By giving visitors what they want
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

30. Search Results
Where do they come from?
• Paid search results
• Largely determined by advertisers
• Assisted by search engines
• “Natural” or “Organic” search results
• Determined by search engines
• Algorithms
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

32. Search Results
Paid vs. Natural
6% Paid Natural
94%
Source: Econsultancy, 2012
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

34. How do I get to #1?
ABC, 123
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

36. ABC
All ‘bout content
• What
• How-to’s
• Tips
• News
• How
• Blog
• New pages and sections
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

37. 123
Keep it easy
• 1 how-to or tip
• + 2 blog posts
• = 3 new pages per month
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

38. Quality & Quantity
Good & Plenty
• Make it so interesting a human would read it
• Focus on people, not search engines
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

39. SEO Resources
Reading material
• seomoz.org/beginners-guide-to-seo
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

40. Final Takeaways
Action items
• Have a website
• Provide online reservation and payment
• Mobile website
• Think local - Google Maps, Yelp, etc.
• 1 how-to or tip per month
• 2 blog posts per month
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization

41. Questions
SEO 101 for Self Storage
Fundamentals of Search Engine Optimization