Challenge: Maintaining Consistency Across 1,400+ Local Listings
With over 1,400 locations when this local search optimization project started, our client needed an efficient process that could maximize their presence in Google’s local pack, voice searches, and directories across the web. Extra Space Storage approached Hurrdat to build and execute an enterprise-level local SEO strategy that would optimize their current local listings and be used for future listings.
Solution: Enterprise-Level Local SEO Strategy & Directory Optimization
To support our client’s visibility in local search results, our experts created a detailed, location-by-location optimization strategy designed to standardize, refine, and enhance local business data across hundreds of directories.
Step One: Standardized Business Data Across Locations
We began by unifying the client’s NAP (Name, Address, Phone Number) data to ensure consistent formatting across the web. This foundational step helped establish trust with search engines and avoided confusion caused by inconsistent or outdated business information.
Step Two: Conducted Location-by-Location Listing Reviews
With standardized data in place, we took a hands-on approach to audit and update each location’s business listing. Accuracy was essential—every detail was reviewed to ensure the best possible representation in local search.
Step Three: Optimized Core Business Listing Fields
For each location, we optimized key fields that impact local search performance:
- Latitude/Longitude Coordinates for precise map and pin placement
- Business Categories & Subcategories to align with users’ search intent
- Long & Short Descriptions written with keywords and clarity
- Location-Specific Attributes to highlight relevant services or features
- Driving Directions to help users easily navigate to each facility
- Photos to showcase each location, build trust, and improve engagement
- Products/Services to clearly list what each location offers
- Posts to promote updates, offers, events, or relevant, fresh content
Step Four: Uploaded Optimized Listings Across Local Directories
Once optimized, all information was uploaded to relevant local business directories in one massive push. This ensured consistency across platforms and boosted Extra Space Storage’s visibility in Google’s local pack, map results, and voice search responses.
Results: 366% Increase in Google Business Profile Clicks
Immediate results were significant, and growth has continued since. Four years after local SEO work started, Extra Space Storage has seen 366% more Google Business Profile clicks and 217% more calls on a yearly basis.
Key Takeaways From Extra Space Storage Project
The success of this project shows how enterprise-level businesses can significantly improve local search visibility and customer engagement with a structured and scalable approach. These key strategies can be applied to any multi-location business looking to dominate local SEO:
- Standardize business data to maintain consistency across all platforms and directories
- Optimize listings on a location-by-location basis to ensure accuracy and maximize relevance in local search results
- Include enhanced listing details—like products/services and location-specific attributes—to improve user experience
- Track ongoing performance to identify additional opportunities and ensure long-term success
- Build a scalable SEO framework that can be easily replicated as the business grows
Need help optimizing your local search presence? Hurrdat Marketing offers comprehensive marketing services tailored for multi-location businesses. Contact us today to learn more about our SEO services!
