Maybe the author meant more in a geographic sense. Like I've definitely heard people say Austin is in the heart of Texas, but they're mostly saying it's centrally-located in the state not that the city itself is a canonical representation of Texas culture at large.

Edit: And while Morgantown is only 9 miles into WV, really the entire state of WV is the heart of Appalachia. No matter what part of the state you leave from you're still going to be in Appalachia, just in a neighboring state.