How SM Self Storage Secured 50% Of Conversions From Organic Search In Telford
SM Self Storage Ltd is a friendly, family-run storage provider based in Sutton Maddock near Telford, offering secure and flexible storage for both personal and commercial customers.
With demand growing, they launched a new site nearby, opening the door to even more customers across Telford and surrounding areas.
But with two locations to promote, new services to showcase, and big national brands soaking up online visibility, SM Self Storage knew they needed a solid Local SEO strategy to keep enquiries flowing.
That’s where Add People came in.
The Challenge
Before teaming up with Add People in March 2025, SM Self Storage already had a solid reputation locally, but their online presence didn’t reflect the quality of the service they were offering.
Two different site locations created confusion for Google, with one site under-optimised and struggling to appear in local search results. More than 120 pages were not indexed, which meant a huge amount of valuable content was invisible to potential customers.
On top of that, SM Self Storage were competing with national names for lucrative search terms such as “self storage Telford” and “container storage Telford”. While the newer container site was close to full, the business needed sustained visibility, better rankings, and a content strategy that clearly differentiated indoor storage from container storage.
The challenge was clear: untangle their local SEO, strengthen their authority in Telford and beyond, and build a future-proof strategy that would support expansion for years to come.
The Strategy
When our Local SEO team took charge in March 2025, the focus was on building a powerful local footprint for both locations, while setting SM Self Storage up for long-term growth in an evolving AI-driven search landscape. Our approach included:
On-Site Optimisation
We started by creating new, fully optimised service pages for “Container Storage in Telford” and “Storage for Online Sellers”. Each page was carefully structured with targeted metadata, clear headings and tightened internal linking.
This helped Google better understand the services, strengthened topical relevance, and made it easier for potential customers to find the exact type of storage they needed.
Content Expansion
To support ongoing visibility, we rolled out a monthly blog strategy centred around real-world scenarios. Topics like student storage, small business storage and moving house were chosen to mirror genuine customer use cases.
This not only broadened keyword coverage, but it also built helpful, human content that positioned SM Self Storage as a trusted guide for people navigating life’s big transitions.
Google Business Profile & Local Presence
We boosted local visibility by scheduling regular Google Business Profile posts, showcasing both storage sites with fresh photos and updates. At the same time, we expanded the geo-reach to cover key area postcodes, reinforcing relevance for searches across Telford and nearby areas.
This consistent local activity helped drive more map views, calls and direction requests from customers ready to book.
Technical Enhancements & Tracking
Behind the scenes, we integrated tracking with the Stora booking system to accurately measure performance from organic traffic. We resolved mobile usability issues to ensure a smooth experience across devices, then implemented schema markup to support AI and voice search readiness.
This technical groundwork made the site easier to crawl, easier to use and better prepared for the rise of AI-powered search journeys.
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The Results
The impact of the campaign has been felt right where it matters: in rankings, visibility and enquiries. SM Self Storage now ranks 2nd for “Self Storage Telford”, outperforming several national competitors that previously dominated the search results.
Over 50% of all conversions now come from organic search, proving that the investment in local SEO and content is directly delivering high-quality enquiries.
Google Business Profile activity has surged too, with more than 90 monthly interactions through calls, direction requests and website visits as local customers discover and connect with both storage sites.
Indexing levels continue to improve, especially for the new service pages and blog content, and those fresh assets are already generating enquiries from students and business owners looking for secure storage solutions. There are even early signs of SM Self Storage appearing in AI-led local recommendations, hinting at a strong position in the next wave of search.
With plans in place for a new Commercial Storage Hub page, enhanced AIO and LLM optimisation, seasonal blog content and engaging new drone footage, the partnership is only just getting started. It has been fantastic to see SM Self Storage’s results go from strength to strength, and we are proud to continue supporting their growth journey.
Testimonial
Finally, a word from the client:
“Working with Add People has made a real difference to our online visibility. They’ve helped us navigate SEO and content in a way that supports both of our locations and future-proofs us for the rise of AI search.”
Ben Spickernell, SM Self Storage Ltd
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