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Morrell Metalsmiths

Morrell Metalsmiths
Content Marketing, Local SEO, SEO

Morrell Metalsmiths is a family run blacksmithing business in Massachusetts, which has been around since 1983. In addition to boasting the coolest hand craftsmanship metal has ever seen, people throughout New England go to Morrell Metalsmith to learn the art of blacksmithing at their classes and workshops.

But many things have changed since their early days in the ’80s, especially the way businesses are promoted and marketed. Since most things happen online, the founder’s son, Evan Morrell has stepped in to head up their marketing efforts. The challenge for Morrell Metalsmith was two-fold. First, they had to make sure their online store was visible on search results and on the flip side they also needed to boost their local foot traffic. We were happy to take the challenge head-on.

Key SEO actions

Here’s a look at some of the ways we boosted traffic to Morrell Metalsmith’s website:

  • eCommerce SEO: Focused on creating content for inner product pages including new product descriptions for their online store, which were easily implemented using Wix Stores.
  • Full citation clean up: Fixed any inconsistencies in NAP (Name, Address, Phone number) using the Site Booster app.Local SEO: Fully set up Google My Business as a part of local SEO efforts.
  • On page SEO: Improved titles, descriptions and URLs based on vast keyword research targeting new keywords for Morrell that would bring them more relevant traffic.
  • Outreach marketing: Used outreach tactics to successfully create inbound links.
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