Challenge: Finding New Ways to Drive Storage Rentals
Extra Space Storage had a broad vision of expanding its presence in the moving industry beyond self storage. We needed to support that vision by developing and executing a content strategy that analyzed and expanded its existing moving topics while also creating new, adjacent content that broadened brand authority outside of its primary self storage focus.
Solution: Launched New Content Hub
Hurrdat developed and launched a hub for Extra Space Storage’s moving content category, featuring top and middle-of-funnel (TOFU/MOFU) articles, calculators, and other helpful moving resources to capture earlier-stage search queries that naturally fed people into the storage pathway. Part of the process included examining existing moving content on the Extra Space Storage blog that could be repurposed for the Marketplace hub. Additionally, our teams created new blog posts and tools tailored to the needs of people planning a move. To further define the content focus, we conducted a competitor analysis to identify areas where other moving sites perform well and where we could compete by creating similar content. Hurrdat also evaluated markets where Extra Space Storage already had a storage presence to create localized content, allowing us to strategically cross-sell self storage when writing material for the Marketplace.
Results: Over 1.5 Million Content Impressions within Six Weeks
Within six weeks of launching the new moving hub, Extra Space Storage saw a large increase in impressions and an uptick in storage rentals. Project progress to date suggests the strategy is showing strong momentum toward its performance goals of daily impressions. Several posts and moving pages appear in Google AI Overviews, featured snippets, and other SERP features—a few capturing their positions just 24 hours after launching.
Hurrdat’s Senior SEO Strategist, Jeff Swanson, explains why he thinks the project saw success:
“First, we had a fantastic SEO team to support us in every step—from content creation to rich content to quality assurance. That support allowed us to launch high-quality content for users at a high pace, which was evident by our immediate impressions and visibility in AI Overviews.
Secondly, I credit our success to the strong domain name, coupled with a topic related to our client’s vertical, and the effort of migrating all existing moving content from their blog to this new hub. Plus, by publishing new content specific to this category, that stacked effect helped create authority on the topic really fast.”
Key Takeaways From New Extra Space Storage Content Project
Strategic top-of-funnel and mid-funnel content still works—if it clearly ties to revenue.
While many marketing experts are scaling back broad TOFU content and instead focusing on BOFU keywords to protect ROI because zero-click SERPs and AI Overviews reduce click-through rates, this project proves that high-intent, planning-stage content can still generate measurable demand when it’s closely tied to real conversion paths.
Here are more ways your business can build topical authority and improve search rankings with similar strategic content planning based on our findings of this project:
- Identify early-stage topics—selectively. Find informational or planning topics that naturally lead people to need your product or service later.
- Build a dedicated content hub. Centralize this content in a clear subdirectory to build authority and make it easy for Google to crawl and users to navigate.
- Prioritize useful tools and calculators. Enhance content value with interactive tools, rich content, and primary data to attract links, increase dwell time, and help with lead gen.
Need expert content strategy and SEO that drives conversions? Hurrdat Marketing offers comprehensive marketing services—including SEO, content marketing, and more—to create measurable results for your business. Contact us today to get started!
