The Future of Search for Self Storage: Google, AI, and ChatGPT

Mitch Briggs
13 hours ago
4 min read

Search is evolving fast. AI-driven answers, changing consumer behavior, and Google’s shifting ad formats are reshaping how renters find self storage.

We recently explored this topic and discussed it with self storage operators during several round tables at a few SSA events. Best way to answer some of these tough questions is to start digging into some data and start interpreting it! So check out the infographic below as well as some additional thoughts and ideas from the team at Adverank.

Download the full infographic here!

Google Search Still Dominates

Google search volume & market share remain huge From the Exploding Topics article:

Google processes approximately 16.4 billion searches per day globally. (Exploding Topics)
Google’s global search-engine market share is 89.57% (as of mid-2025). (Exploding Topics)
In the U.S., Google.com receives 11.4 million searches per minute (189,815 per second). (Exploding Topics)

Google is especially dominant on mobile

Mobile devices represent ~69.95% of U.S. Google traffic. (Exploding Topics)
Despite the rise of AI-search tools, Google’s share has not yet collapsed. The article notes that “so far, it appears that AI search has failed to significantly impact the number of Google searches.” (Exploding Topics)

Google Trends: “Self Storage” Search Demand Is Stable and Recently Increasing

Search interest for “self storage” in the U.S. has been remarkably stable over the past 5 years.

The baseline (index 40–60) hardly moves from 2020 through early 2024. But beginning in late 2024 and into 2025, search interest increases noticeably. This chart shows a clear climb from the historical baseline into the 65–85 range, with several peaks approaching the maximum.

This indicates:

People still overwhelmingly use Google to find storage.
Despite economic cycles and occupancy softening, consumer search behavior is not declining.
There is more Google demand today than at any point in the last five years.

Source: Google Trends, 5-year search analysis for “self storage” as a broad match keyword - https://trends.google.com/trends/explore?date=today%205-y&geo=US&q=self%20storage&hl=en

AI & ChatGPT-style search are emerging

ChatGPT is already being used as and thought of as a search engine

77 % of U.S. respondents who use ChatGPT said they “used it as a search engine.” (adobe.com)
24 % of U.S. users said they go to ChatGPT first when searching (Gen Z: 28%). (adobe.com)
30 % of U.S. respondents said they trust ChatGPT more than other search engines. (adobe.com)

Brands/businesses recognize the need to be visible in AI search

47 % of marketers/business owners surveyed said they already use ChatGPT for marketing or promotion. (adobe.com)
Two in three (≈ 66 %) plan to increase their focus on “AI visibility” in 2025. (adobe.com)
More than ¾ (76 %) said it’s “essential” for their brand to appear in ChatGPT answers in 2025. (adobe.com)

Zero-click/overview behavior & AI may reduce clicks on traditional search result pages, hurting SEO investments

“Zero-click” searches (searches that do not lead to a click on a result) in the U.S. for Google are ~58.5%. (Exploding Topics)
The article also noted that while AI hasn’t yet decimated Google usage, early signs show that AI may be contributing to more “overview” style results where users may not click through. (Exploding Topics)
For storage marketing: ranking high may still matter, but operators should also consider visibility (being seen in featured snippets/answers) and ensuring their site metadata and schema support those “answer-style” contexts.

Strategic Takeaways for Self-Storage Operators

Continue to invest heavily in local search: Given the volume and dominance of Google search, this remains a key pillar and starting point to the customer journey when looking for self storage. Don’t over think it when it comes to setting up Google Ads. Stick to high intent keywords, local targeting, straight forward ads and landing pages.
Layer in AI-search visibility strategies: Since ChatGPT and similar tools are gaining ground as starting points:
- Create content that answers questions succinctly (how-to guides, FAQs, “what size unit do I need?”, “how much does self storage cost in [city]?”) — because that content is more likely to be pulled into AI responses. (data-driven pieces at 57% and how-to guides 51% were best-performing for AI visibility) (adobe.com)
- Implement structured data/schema markup to your website so Google (and perhaps future AI tools) can more easily extract your facility’s info (pricing, availability, unit sizes, location) as “answer blocks.” Learn more about Schema here!
- Consider “zero-click” optimization: make sure your business information is directly in the SERP (via Google Business Profile, FAQ schema, featured snippet optimization) so even when users don’t click, you still get exposure.
Prioritize the user experience and conversion funnel: With more searchers maybe starting in AI or getting summaries, the click you do get may come later in the journey. Make sure your website delivers fast, mobile-friendly, clear unit selection, transparent pricing, online reservation/rental capability with as little “friction” as possible.
Use the data to reassure stakeholders: When storage-facility owners or investors worry that “AI is going to make Google irrelevant and destroy our leads”, you can point to the numbers: Google still ~90 %+ share worldwide; we’re not seeing a mass migration yet. But you can also prepare them: “Yes, search behavior is changing — let’s be proactive by adapting our content strategy and implement some technical improvements like Schema mark up so we show up both in Google and emerging AI channels.”