BMS Moving & Storage

Case Study

SEO
Content

BMS Moving & Storage, established in 1936, is a full-service moving company offering residential and commercial relocation services, including local, long-distance, and international moves, as well as secure storage solutions.

Summary

BMS Moving & Storage operates a vast website but struggled with generating leads due to outdated content and poor SEO performance. As part of a larger digital transformation—including a new website build—we partnered with their SEO and web teams to create a long-term content strategy that would not only drive new traffic but also improve the overall health of their massive blog archive.

Challenge

With thousands of unoptimized blog pages, BMS Moving & Storage’s website was weighed down by thin content, broken image files, and outdated SEO practices. Many of these older posts were too short, lacked substance, or provided little to no value for search engines or users. As a result, their massive blog wasn’t just ineffective—it was actively harming their site’s performance. The challenge was twofold:

Generate fresh, optimized content that aligned with current SEO best practices.
Revamp existing content to prevent outdated pages from tanking the site’s search rankings.

Approach

We developed a content-first strategy that balanced new high-quality blogs with methodical updates to older content to maximize long-term SEO impact. Our approach included:

Consistently producing 4 new, optimized blogs per month, targeting high-intent keywords and improving site relevance.
Auditing thousands of old blog pages to determine which should be rewritten, repurposed, or removed.
Updating outdated content with keyword-rich, high-value information to enhance search visibility and engagement.
Aligning content efforts with SEO and web development, ensuring the new site structure could support continuous updates and SEO best practices.

Solutions

Strategic content pruning & revitalization: We identified and rewrote outdated, skimpy posts that were dragging down performance, incorporating fresh insights and relevant keyword strategies.
SEO-driven content creation: Our new blog content was crafted with user intent and search trends in mind, boosting organic traffic.
Web migration planning: As BMS builds a new site, we provided guidance on which pages should be retained, restructured, or eliminated to ensure a clean and efficient content framework moving forward.