Morton Magic

Local SEO & Wedding-Focused Visibility

Company: Morton MagicIndustry: Professional MagicianCategory: SEO

Project Overview

John Morton, a professional wedding magician trading as Morton Magic, approached us to improve his local search visibility across the geographical areas he covers.

While John had an established reputation and strong testimonials, his website wasn't fully structured to capture high-intent wedding-related searches in specific locations.

The focus was clear: improve rankings in key geographic areas, with particular emphasis on weddings.

The Challenge

The project came with two key challenges.

Firstly, the website was built on Wix, which can limit certain optimisation capabilities compared to more flexible platforms like WordPress.

Secondly, there were no dedicated landing pages targeting specific locations or wedding-based search terms. Without this structure, it was difficult to compete for searches such as "Wedding Magician [Location]".

The site needed:

•Dedicated geographic landing pages
•Clearer internal linking structure
•Stronger keyword alignment with wedding intent
•Improved content depth on key pages

The challenge wasn't rebuilding from scratch, it was maximising what was possible within the platform constraints.

Our Approach

We began with a full review of the existing website content, structure and internal linking.

Rather than making surface-level tweaks, we focused on strengthening how search engines interpret the site's relevance across different areas.

Our approach included:

•Auditing existing content for keyword alignment
•Improving internal linking between core service and location pages
•Creating new, dedicated landing pages for targeted geographic areas
•Aligning content with wedding-focused search intent
•Ensuring consistent on-page optimisation across all pages

Even within Wix's limitations, careful structuring and content refinement can deliver meaningful results.

The Solution

We implemented a more structured internal linking architecture and developed bespoke landing pages targeting specific locations and wedding-related search terms.

The improvements included:

•Dedicated "Wedding Magician + Location" pages
•Stronger on-page keyword alignment
•Improved heading structure and metadata
•Clearer links between service, wedding and location pages
•Enhanced content depth to strengthen authority signals

Rather than relying on a single generic services page, the site now sends much clearer intent signals to search engines.

The Outcome

John was extremely pleased with the results and the improvement in his website's visibility across targeted areas.

The site now ranks more competitively for location-based wedding magician searches, helping him connect with couples actively planning their wedding entertainment.

Importantly, this has become an ongoing partnership.

We continue to work with John to:

•Maintain and strengthen rankings
•Expand into new geographic areas
•Refine content as search trends evolve