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The site states the following, "Our cast stone has the look and feel of limestone, but is less expensive, load bearing, maintenance-free and we can do intricate designs at a fraction of the cost." We observed that the web page stated " Most of our elegant designs are suitable for metal as well as masonry fireboxes." It also stated " If you need help with an existing firebox that doesnt quite fit, give us a call. We can probably make it work for you. Stone Magic cast stone fireplace mantels are beautiful, graceful and elegant. These cast stone fireplace surrounds." The header had Stone Magic as the highest ranking keyword. This keyword was followed by cast stone fireplaces, cast stone fireplace mantels, and cast stone mantels which isn't as urgent as Stone Magic. The other words the site uses is cast stone fireplace surrounds. stone fireplaces is also included and will not be understood by web engines.