Client: SureFire CPR (Healthcare and CPR Training)

Primary Tools: Monday.com, Shopify, Google Sheets, BrightLocal, Google Business Profile

Executive Summary

SureFire CPR was expanding rapidly across the U.S. — but the marketing backend hadn't kept pace. With 90+ locations needing their own SEO-optimized web pages, accurate business listings, and location-specific content, the team was managing a complex operational challenge across Monday.com, Shopify, Google Business Profile, and BrightLocal with no unified workflow connecting them. This project was about building the operational infrastructure that makes national expansion feel manageable — so the marketing engine could grow as fast as the business did.

The Challenge: Scaling Local Visibility Across 90+ Locations

SureFire CPR was expanding rapidly across the U.S., but marketing operations hadn't caught up. Dozens of locations needed their own SEO-optimized web pages, accurate business listings, and location-specific content — all managed consistently across states and cities. Without a centralized system, pages were inconsistent, listings were incomplete, and there was no clear way to track what was done, what was pending, and what was blocked.

The Architecture: A Centralized Operations Hub

The entire workflow was built inside Monday.com as the single source of truth, with three interconnected boards managing every layer of the location setup:

Location Setup – Marketing tracked every individual location from blank to live, with views for Listings Status, Google Bulk Upload, Location Pages, and a Widget View for at-a-glance pipeline health. Each row connected directly to its Location Page URL and City Page URL on the Shopify store.

State Site Page Setup – Marketing managed SEO content at the state level — tracking state page headers, city list descriptions, background images, and all connected cities. States moved through a "New States" to "Completed" workflow.

City Site Page Setup – Marketing tracked city-level pages separately, with statuses from Blank through Complete and direct links to every live city URL on the site.

Execution: Building the Pages

Step 1 — Location Data Setup in Monday.com

Every new location was entered into the Location Setup board with city, state, suite number, and comments. Pages were grouped by status — Blank, Ready to Create, Waiting on Suite #, and Complete — so the team always knew exactly where each location stood.

Step 2 — Google Bulk Upload 

Location data was exported from Monday.com into the master spreadsheet (SureFire_SEO_Pages_Master.xlsx) and formatted for Google Business Profile bulk upload. Each row included the full formatted address, city, state, zip, phone number (888-277-0199), and website — ready for direct submission to Google. 

Step 3 — Location Pages Export from Monday.com 

City and state page data was exported from Monday.com boards into the master Google Sheet for staging. The spreadsheet maintained separate tabs for State Pages, City Pages, and Location Pages — with a running archive of past exports by month.

Step 4 — Shopify Import: City Pages 

City pages were created inside Shopify using a custom metaobject. For each city, the import populated: SEO full city-state name, SEO telephone, lat/lng coordinates, breadcrumb state, header image, city page headers, map section header and description, class section header, and theme template (City default). Data was pulled directly from the master sheet side-by-side with the Shopify form.

Step 5 — Shopify Import: State Pages 

State pages followed the same process with additional SEO fields: up to six location-specific FAQ question and answer pairs, blog section header, Why Choose SureFire CPR header and description (covering Immediate Certification, Flexible 24/7 Scheduling, Hybrid Interactive Training, and Compliance Guaranteed), background image selection, and SEO title and meta description.

Step 6 — Monday.com AI for Bulk Content 

Monday.com's AI (Sidekick) was used to auto-fill FAQ answer fields across multiple states simultaneously — dramatically reducing manual entry time when onboarding new states at scale.

Step 7 — BrightLocal for Listings Management 

All locations were synced through BrightLocal to manage and monitor business listing accuracy across directories, keeping NAP data (Name, Address, Phone) consistent nationwide.

Testing, QA & Deliverability

To ensure reliability at scale, every template was tested across major email clients and dark mode environments using Litmus. I also monitored HTML structure and engagement patterns to support deliverability and avoid spam filtering issues.

A/B testing focused on practical elements — subject lines, button placement, and layout hierarchy — helping improve click-through rates without overcomplicating production.

Measurable Impact 

90+ locations tracked and managed through a single Monday.com operations hub

3 interconnected boards (Location Setup, State Pages, City Pages) replaced fragmented manual tracking

Location page statuses visible at a glance — no more wondering what's done or what's blocked

Bulk Google Business Profile uploads replaced one-by-one manual entry

Monday.com AI slashed FAQ content creation time across new state rollouts

Every location page, city page, and state page connected back to a live Shopify URL and tracked to completion

This project created a scalable SEO and operations framework that allowed Surefire CPR to expand while maintaining consistent local visibility. 

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Marketing operations at this scale is less about any single tool and more about system design — knowing how data should flow, where it should live, and how to build workflows that hold up when the team is moving fast. SureFire CPR needed infrastructure that could support expansion without the marketing backend becoming a bottleneck. That's the kind of problem I find genuinely interesting to solve. If your marketing ops are scaling faster than your systems, Let’s connect.