SMS Holdings, founded in 1988 by William T. (Bill) Coakley, is a diversified company specializing in facilities management services. Their offerings include commercial housekeeping, safety and managed staffing services, and uniforms for high-traffic public and commercial facilities such as airports, arenas, campuses, downtown districts, governments, hospitals, hotels, malls, parks, resorts, and stadiums throughout the United States. SMS Holdings operates through various subsidiaries, each catering to specific service areas:
- Block by Block: Cleaning and safety services for urban areas and public spaces
- Legacy Wings: Specialized services in the aviation sector
- Service Management Systems: Janitorial and maintenance services for various facilities
- ServiceWear Apparel: Uniforms and apparel for service industries
- WTC Ventures: Ventures that complement SMS Holdings’ core services
Leadership
SMS Holdings is led by Chairman and CEO Keith Wolken, who emphasizes a “Whatever It Takes” approach to exceeding customer expectations. The company’s culture is rooted in honesty, integrity, and a commitment to delivering exceptional service. Their mission is to provide peace of mind to customers, opportunities for employees, charitable impact in communities, and financial security for stakeholders.
SEO Overview
Website Snapshot
- Website: smsholdings.com
- Industry: Facilities Management
- Target Audience: Businesses and organizations managing high-traffic public spaces
- Primary Services: Commercial housekeeping, staffing, safety, and uniforms
Key SEO Metrics (from tools like SEMrush/SearchAtlas)
| Metric | Value |
|---|---|
| Domain Authority (DA) | 50 (indicative of strong trustworthiness) |
| Organic Traffic | 6,500 visitors/month |
| Indexed Pages | 200+ |
| Top Ranking Keywords | 120 in the top 10 positions |
| Backlinks | 1,800 referring domains |
Strengths in SEO
Clear Content Strategy: SMS Holdings has detailed service pages for its subsidiaries, providing tailored information for diverse audiences.
Strong Backlink Profile: Over 1,800 referring domains from high-authority sources boost the website’s credibility. For example, backlinks from facility management associations and public infrastructure organizations add significant value.
Local SEO Potential: Subsidiary services like Block by Block and Service Management Systems operate in localized markets, making local SEO a valuable avenue for growth.
Diverse Content: The website covers a variety of industries and service offerings, showcasing thought leadership and industry expertise.
Areas for Improvement
Keyword Gaps: Few rankings for long-tail keywords like “eco-friendly janitorial services for airports” or “aviation cleaning solutions.”
Limited Blog Content: The site lacks a consistent blog or resource hub, missing an opportunity to rank for informational search queries.
Technical SEO Issues: Potential areas for improvement include optimizing meta descriptions, addressing duplicate content, and improving page load speeds.
Google Business Profiles: Local optimization of Google Business Profiles for subsidiaries could improve visibility for location-based searches.
Top Ranking Keywords
| Keyword | Search Volume | Ranking Position | CPC |
|---|---|---|---|
| “facilities management services” | 3,200 | #3 | $12.50 |
| “janitorial services USA” | 1,800 | #5 | $8.75 |
| “managed staffing solutions” | 900 | #4 | $10.20 |
| “aviation facility management” | 720 | #2 | $15.00 |
Recommendations
Expand Content: Create in-depth case studies for subsidiaries (e.g., Block by Block’s urban cleaning success stories). Add location-specific landing pages for major cities.
Target Long-Tail Keywords: Focus on phrases like:
- “custom uniforms for public facilities”
- “eco-friendly cleaning services for large venues”
Enhance Local SEO: Optimize local pages and Google Business Profiles to capture regional traffic.
Develop a Blog or Resource Hub: Cover industry topics like:
- “Best Practices for Facilities Management in 2025″
- “How Green Cleaning Solutions Reduce Operational Costs”
Technical Enhancements: Conduct a full site audit to resolve speed and crawl issues.
Projected Outcomes
Traffic: Increase organic visitors by 30–40% within 12 months
Keyword Growth: Double the number of top 10 rankings
Leads: Improved local and informational content could significantly boost lead generation
If SMS Holdings aligns its SEO efforts with these strategies, it could strengthen its digital footprint, attract more leads, and enhance its authority in the facilities management industry.
