Case Study / Blacksmithing / Massachusetts
Morrell Metalsmiths: eCommerce SEO for a Family Blacksmith Since 1983
How SEO Smooth helped a New England metalsmith rank for its core keywords and grow both online store visibility and local foot traffic, in a Wix pilot that kept ranking long after it ended.
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A 1983 craft business in a digital world
Morrell Metalsmiths is a family run blacksmithing business in Massachusetts that has been around since 1983. Beyond their hand craftsmanship, people throughout New England come to Morrell to learn the art of blacksmithing through their classes and workshops. When the founder’s son, Evan Morrell, stepped in to lead marketing, the way businesses get found had changed completely.
The challenge was two-fold. First, their online store needed to be visible in search results. At the same time, they needed to boost local foot traffic. SEO Smooth was happy to take both on, and the work became a Wix pilot program where Wix asked us to improve their SEO tools and perception by lifting traffic for one of their clients.
Store content, on-page SEO, and outreach
We strengthened the online store, tightened on-page SEO, fixed local listings, and built inbound links through outreach.
An Official Wix SEO Pilot Program
Wix approached us to help improve their SEO tools and perception through a pilot program on one of their clients, Morrell Metalsmiths. Over a six-month engagement we applied our SEO process inside the Wix platform and boosted their traffic, and years later the site still ranks near the top for "massachusetts metalsmiths" and "massachusetts blacksmiths" and similar keywords.
Product Content for the Store
We focused on content for the inner product pages, including new product descriptions for their online store, implemented cleanly through Wix Stores.
Titles, Descriptions, and URLs
We improved titles, descriptions, and URLs based on vast keyword research, targeting new keywords that would bring Morrell more relevant, ready-to-buy traffic.
NAP Cleanup and Google My Business
We fixed inconsistencies in their NAP (name, address, phone number) using the Site Booster app and fully set up Google My Business as part of the local SEO effort. We also used outreach tactics to build quality inbound links.
Rankings that stuck around
Top Keyword Rankings
Morrell ranks near the top for "massachusetts metalsmiths" and "massachusetts blacksmiths" and similar searches that bring in the right visitors.
Rank-Staying Power
The pilot ran for six months years ago, yet the rankings have held, something we have repeated with several other clients.
Online and Local Reach
The work lifted online store visibility while also supporting the local foot traffic that fills their classes and workshops.
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