Challenge: Build a Blog Strategy That Drives Organic Growth
Struggling to find the best way to utilize their blog, Extra Space Storage turned to Hurrdat to start testing new content ideas and formats. After early success with these tests, Hurrdat collaborated with Extra Space Storage to build a scalable blog strategy that could reach customers at the top of the sales funnel.
Solution: Evergreen Content Strategy Within Niche
Our approach was to build a blog strategy focused on evergreen content within select topic categories that align with key life stages. By targeting these areas and using extensive keyword research and SERP analysis, we created in-depth, engaging content that positioned the client as a trusted resource while driving organic traffic growth.
Step One: Identified Evergreen Content Opportunities
We focused on creating long-lasting, relevant content that would continue to drive traffic over time, rather than short-lived, seasonal topics.
Step Two: Selected Strategic Topic Categories
We chose topic categories where the client could be a trusted resource and authority—specifically those tied to life events that often create a need for self storage, including:
- Home Organization
- Moving Tips
- City Guides
- Life Transitions (e.g., starting a family, retiring)
Step Three: Conducted SERP Analysis & Keyword Research
We analyzed search engine results pages and performed keyword research to identify high-intent queries with strong ranking potential in each topic category.
Step Four: Developed In-Depth, SEO-Optimized Content
Using our research, we created comprehensive, well-structured blog posts that addressed user intent and were optimized for search visibility.
Step Five: Consistently Published & Monitored Content Performance
We regularly published content across categories, monitored performance, and refined the strategy based on keyword growth, traffic patterns, and rankings.
Results: 3,300% Increase in Organic Blog Sessions
Blog growth was noticeable early on, and only sped up over time as our enterprise client became a topical authority in their areas of expertise. Additional updates were made to the blog, including removing underperforming content and moving the blog from a subdomain to a subfolder. Since Hurrdat became heavily involved in content marketing efforts, Extra Space Storage has seen:
- 3,300% increase in monthly organic sessions to the blog
- 3,233% increase in recognized keywords on the blog
- 2,186% increase in keywords ranking for featured snippets
Key Takeaways From Extra Space Storage Project
This project showcases the long-term value of a focused content strategy grounded in SEO. By identifying the right content themes and consistently publishing optimized, informative posts, Extra Space Storage was able to dramatically grow organic traffic and visibility. These insights can benefit any business looking to turn their blog into a lead-generating asset:
- Focus on evergreen content tied to your product, service, or your brand’s areas of expertise
- Use SERP analysis and keyword research to guide post topics and increase chances of ranking
- Migrate blogs to subfolders to maximize SEO value and site authority
- Update or remove underperforming blog posts to maintain content quality across your site
- Invest in long-form content to boost topical authority and capture featured snippets
Need help creating an effective blog content strategy? Hurrdat marketing has marketing services that include content marketing and SEO to help you build your company’s organic presence. Contact us today!
