Creating a local digital strategy for easyStorage that spans 22 franchisee-owned territories was a journey of comprehensive management and strategic innovation. I took a multifaceted approach that involved everything from community monitoring, analysis, and content creation to end-to-end management of a robust SEO content initiative. The strategy’s cornerstone was ensuring that each of the 22 locations had a strong online presence, optimised for revenue-generating keywords. To achieve this, I crafted and formatted over 800 location-specific pages, an effort that has resulted in a significant achievement – Google’s first page rankings for these high-impact keywords.
One of the pivotal aspects of this strategy was collaboration and consultation. I actively engaged with franchisees, providing content consultations to ensure that their local perspectives and insights were integrated into our digital approach. This collaborative approach was further extended through training days and resource-sharing, ensuring that best practices and the latest digital insights were effectively utilised across the network.
In addition to the content-driven approach, meticulous business listing management was undertaken. I focused on optimising and maintaining Google Business listings, ensuring accurate business information, local SEO, and even geographical service area mapping. Responding to reviews and questions, I aimed to create a dynamic and customer-friendly online presence that fostered trust and engagement. Collaboration with Google’s teams further ensured that our local optimisation efforts were in line with industry best practices. In sum, this local digital strategy was an orchestrated effort, combining content excellence, local engagement, and SEO proficiency to bolster easyStorage’s presence and success across its franchisee-owned territories.
