Rebranding your Portable Storage Business

Keene Marketing Agency A forklift labeled "CAT" is parked near four beige shipping containers in a lot surrounded by trees on a clear day.

If you’re planning to rebrand your portable storage company, you might be doing so for various reasons, such as acquiring a new facility, seeking uniformity across multiple sites, or simply wishing to refresh your brand image. Rebranding offers numerous advantages, such as enhanced recognition, uniform messaging, updated logos and websites, physical improvements, and streamlined marketing costs. Yet, a key aspect often missed during this transition is the effect on your online presence, particularly on local search engine optimization (SEO) and search results. It’s crucial to handle this carefully to maintain your online momentum.

The role of local SEO in this process is vital. It ensures your online presence is current, consistent, and accurate, extending beyond your website to include your Google Business Profile (GBP) and listings on other platforms such as Apple, Bing, Yahoo, Yelp, etc. Local SEO is crucial for portable storage businesses, especially with the commonality of online searches for local services.

The rebranding process involves several crucial steps impacting local SEO:

  1. Updating NAP (name, address, phone number) information across your website, GBP, and local directories is essential. Inconsistent information can lead to confusion and negatively impact your online authority.
  2. Local citations on various platforms must be updated with your new brand details to maintain your online presence.
  3. Managing your Google Business Profile is critical in local SEO. The rebranding will likely necessitate a verification process with Google.
  4. Your website needs to reflect your new branding, including updates to the business name and logo and potentially adding new location pages. Consistency in your NAP information across the web is vital.
  5. Reviews and ratings are significant for local SEO. When rebranding, it’s important to transfer these to your new business name, either automatically through GBP or manually.

For businesses acquired under a different brand, it’s beneficial to work with the previous owner to access all necessary logins for a seamless transition. Using review management platforms can also be helpful for transferring numerous reviews and ratings.

Changing your domain name as part of the rebrand can temporarily affect your search traffic and authority due to the need for search engines to recrawl and reindex your site. Working with an experienced web developer is recommended to manage complex aspects like URL redirects and backlink preservation, which are crucial for maintaining your website’s authority and search ranking.

In summary, while rebranding your portable storage business offers many benefits, it’s important to meticulously manage the impact on your local web presence. Accurate and consistent online information is crucial for both potential customers and search engines, and careful management of your website migration is key to a smooth transition and the success of your new brand.