Case Study
S.A. Morman's Search Visibility Transformation
S.A. Morman
S.A. Morman is a commercial doors, frames, hardware, and electronic security company serving facilities managers, contractors, and building owners across Michigan. They supply and install everything from fire-rated openings and ADA-compliant doorways to master key systems and access control.
Industry: Commercial Doors, Frames, Hardware & Electronic Security
Location: Michigan
Project Scope: New website launch followed by a comprehensive SEO program including technical foundation, content strategy, link building, and ongoing search optimization.
Solution Provided: Deksia built a new website for S.A. Morman from the ground up, establishing the technical and content infrastructure needed for search performance. From there, a full SEO program launched targeting both service pages and educational blog content aligned to what facility managers and contractors actually search for. Link building, Schema Markup, and LLMs.txt implementation followed to increase both traditional and AI search visibility..jpg)
The Challenge
S.A. Morman had been operating for years with a website that had no SEO investment behind it. Their search visibility was almost entirely dependent on branded queries, meaning people who already knew the company name could find them, but anyone searching for what they actually do could not.
When a facilities manager searched "commercial door supplier" or "ADA compliant doorway" or "classroom door lockdown device," S.A. Morman wasn't in the conversation. Their average search position sat around 49 to 52, buried on page five. The new website represented a clean opportunity to change that, but only if the right foundation was built from the start.
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The Solution
- New Website with SEO Foundation: Built the site architecture, page structure, and technical setup to support search performance from launch, not as an afterthought.
- Content Strategy Around Real Search Demand: Identified the queries facilities managers, contractors, and building owners actually use. Developed service pages and blog content targeting non-branded terms like commercial doors near me, ADA door requirements, key systems for schools, fire-rated openings, and master key system design.
- Link Building: Launched a systematic link-building effort targeting pages with the highest commercial intent, driving both authority and referral traffic.
- Schema Markup and LLMs.txt Implementation: Added structured data and AI crawler files to high-performing pages to increase visibility in both traditional and AI-assisted search.
- Ongoing Optimization: Monthly reporting tracked position movement, blog performance, form conversions, and traffic source shifts, with strategy adjusted accordingly each month.
The Results
In six months, S.A. Morman went from invisible in non-branded search to ranking for the terms their buyers actually use. Average position improved from 49.1 to 11.7, overall traffic is up 27.56% YoY, and referral traffic grew 525% in the second half of 2025. Blog content on master key systems, ADA compliance, and fire-rated openings is now driving qualified traffic — from queries that generated zero clicks at the start of the engagement.
They're no longer just findable by people who already know them. They're findable by the people who need them.
"Our old website was not representative of our company or what we do. The new website, and especially the SEO work that Deksia has been doing, has been fantastic. We're busier than we've ever been. Our new problem is not market visibility, it's keeping up with growth."
— Jason Rudd, S.A. Morman
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