Transforming Equinix’s blog into a globally scalable, SEO-optimized platform for regional marketing and thought leadership.
The Equinix corporate blog was overdue for an upgrade. Years earlier, I had spun it up using a modified WordPress template I personally downloaded, tweaked, and launched — perfect for a lean start. But as Equinix grew and our social media strategy matured, the blog needed to evolve, too.
The design felt dated, the structure lacked flexibility, and we had no way to prioritize high-performing content that deserved to stay visible. I wanted a layout inspired by my favorite digital publications — especially The Atlantic — where key stories stay top-of-page, thought leaders are front and center, and content is surfaced more strategically. We also needed to take advantage of modern SEO features and address a growing need for localized content as our global footprint expanded.
With no time to code from scratch, I partnered with a local agency to develop a custom template built on WordPress Multisite. This gave us the flexibility to support regional versions of the blog without straying from our core brand or IT guidelines. European marketers were eager to jump in, and I quickly launched a global rollout, starting with the Netherlands and Japan, followed by Germany, Italy, Finland, Sweden, France, Spain, Brazil, and Latin America. Each regional team managed their own editorial calendar and content — a mix of original articles and professionally translated posts.
The new design gave us the structure we needed, the visibility our content deserved, and the scalability to support a truly global brand. Key metrics included unique visitors, time on page, and pages per visit — all of which saw steady improvement as the redesign rolled out region by region.
