Lou Storiale, PMP, CSM
Search Engine Optimization for
E-commerce Companies is our
Specialty
Enterprise Level Search Engine Optimization, Information Architecture, Usability, Content Marketing, and most importantly, Project Management that delivers.
E-commerce takes a team, but doesn’t it help if someone on the team has experience in more than just one area of site development? That is where Lou comes in. Almost 25 years of experience delivering results for multi-million dollar companies in each of these areas.
WE WANT TO WORK WITH THE BEST
We Deliver Each & Every Time
We will work together to compound a higher visibility, CTR, Engagement, and Conversions to raise the average order value, increase number of orders, and raise your organic search revenue. Cutting back on cart abandonment rate is a huge win that often takes a few tweaks of the final order page. Let’s get started!
Let's review the site going back 5 years to see if there are major algorithm penalties, then work our way backwards to present day.
Let's create a site where each page is helpful, engaging, and comprehensive. A great site architecture leads to great pages.
Getting the finer details just right is what search engines and people like. It keeps the site fast and well represented on social media and within rich snippets.
It takes work to get the word out. Making the site Popular is a full-time job and takes research, experience, and patience.
WORKING TOGETHER
Win-Win-Win
Those big consultancies have their win in ALL CAPS and they spend the majority of their time working to get into your company as a “valuable asset.” But the truth is they want to elbow out your staff so you depend on them… then the real fees start accumulating.
We’ve worked with them before and know their M.O. We are committed to your customers winning, your company winning, and us winning alongside. It doesn’t work any other way, does it? We are in it for the long haul.
Project Management
We know what needs to be done and how long it takes. The beauty is in the execution.
Writing
Custom-written content always wins. We can help!
Site Architecture
Build out your site to address every facet of your business and search terms used by potential customers.
Compel
Attract visitors with compelling text using incentives, benefits, and social proof. That’s where we start!
HOW WE GOT TO WHERE WE ARE TODAY
Explore Our Milestones And See How
It All Began
HOW IT ALL STARTED
Instructional Designer, Programmer, Course Manager
Revolutionized the Distance Education Department at PERI, Inc. by creating 4 online courses that included JavaScript and Flash interactivity for quizzes, exercises, and learning modules.
Collaborated with MDs and PhDs as subject matter experts (SMEs) in the creation of accredited courses by CME, VNA, and the California Nurses Association.
Conducted advanced instructional design, HTML programming, JavaScript, Flash, WebCT (Now Blackboard) Learning Management System.
Managed outside vendors in the reprogramming of PERI.org from HTML to Coldfusion.
Member of the logo redesign team which is still used after 18 years.
Website Manager
Served as Webmaster at Hudson Institute beginning in 2001 and continued working with them as a vendor until July 2007. Launched a complete digital rebranding of 1 main site and 14 policy center sites. Managed an e-commerce bookstore, a quarterly e-zine, and conducted SEO, content management, and database administration.
Created the vision and managed the execution of a robust, custom enterprise content management system that included 15,000+ pages, an e-commerce bookstore, an online magazine (American Outlook), 50 authors, 80 staff members, 8 content types, and 15 subject areas.
Trained staff to utilize the content management system to ensure timely updates and edits to more than 10,000 articles, Op-Eds, white papers, book reviews, and more.
Founder / Owner Storiale Consulting Group, Inc. ClickHail (DBA)
Accountable for the sales and delivery of over 80 website and marketing projects for over 60 companies ranging from private businesses, large non-profit organizations, E-commerce companies, and government institutions from 2003-Present.
Storiale Consulting Group began in December 2003 while continuing my work with Hudson Institute. In June 2004, I quickly absorbed Sagamore Institute, and later, conducted Heuristic evaluations and user-testing on Heartland Institute’s website.
In 2006, I began working on website projects for other large nonprofit organizations, small businesses, and government institutions including The Chicago Public Library. This quickly led to local and national private company websites and marketing projects.
Took a position at the Association of Legal Administrators for one year and focused on Scrum Agile project management while managing a dedicated team of professionals, but returning to Search Engine Optimization as the main service to small businesses during the housing crisis in 2008-2010.
For the next 5 years, I conducted site migrations, site redesigns, information architecture, usability, search engine optimization, local paid campaigns, and website project management for small and medium businesses across the United States.
Conducted B2B sales and presentations from 2006-2013. Worked with more than 60 companies on 80 digital projects from new designs, overhauls, HTML updates, content management, search engine optimization, local paid campaigns, and social media training and execution.
Website Manager (Site Overhaul , SEO, Project Management)
Managed the website redesign and migration of a 600-page site with a team of 3 programmers and designers of alanet.org in 3 months and launched 1 day early.
Conducted usability studies including surveys, heuristic evaluations, and on-location user-testing to improve aesthetics, readability, accessibility, and information architecture.
Improved event registration process from PDF submission to online forms and cut total registration time by 90%. Integrating website payment data with accounting database and custom back-up.
The process included member/non-member variations, courses registered, hotel stays, meals, and payment processing. Achieved 100% satisfaction rating by event registrants.
Managed a very busy website department with multiple daily updates, content changes, membership events, portal content used for continuing education credits, and more.
Eliminated Aqualogic Portal and created the architecture for a custom association content management system. Saved ALA over $600,000 over 5 years.
Website Site Project Management
Worked as a project manager for an agency that redesigned sites for large associations using Sitefinity CMS.
• National Merit Scholarship Corporation
• Association of Bone and Joint Surgeons
• Preventive Cardiovascular Nurses Association
• National Community Pharmacists Association
• Cruise Lines International Association
• National Association of Dental Plans
• National Business Incubation Association
• Pharmacist E-Link
OpticsPlanet (Ecentria, Inc)
Opticsplanet made an additional $120 million more dollars in 4 years due to the changes I implemented.
Next, implemented function-driven content for Ad copy including incentives, benefits, and social proof. Allowed the site to list savings % off, lowest price, product count, deals, coupons, and amalgamated ratings & reviews on Google SERPS and page copy.
Organic Search Results:
$46 million ➼ $70 million in 1 year
$70 million ➼ $77 million the next year
In total: From 2017-2020 OP went from $46M (the highest ever) to $80M/year.
SEO (Fortune 500) PDL (Ahold Delhaize)
Led the SEO initiative at ADUSA serving six brands totaling $80B in total sales and 3,000 store locations including:
• Stop & Shop (⇧ 350%)
• Hannaford (⇧ 40%)
• Giant Food Stores (⇧ 450%)
• Martins Foods (⇧ 1,500%)
• Giant Food (⇧ 650%)
• Food Lion (n/a)
Created a 4-stage SEO strategy including natural language processing, function-driven content, and white-hat SEO practices. Within phase one the following results occurred.
SEO visibility increased by 350% – 1,500% within 6 months after SEO pages launched.
Organic search revenue increased between 40%-220% between 2019 – 2021.
Worked within an ever-changing online grocery environment through COVID-19 and helped maintain SEO stability within the organization during unpredictable staff changes.
Developed SEO training presentations and led live and screencast training presentations for programmers, merchandisers, and executives in enterprise SEO strategies specifically for the ADUSA brands.
Saved Hannaford.com more than $3 million immediately after a site migration to their new e-commerce platform (No SEO was consulted during the site development). Collaborated with Oracle programmers to fix a technical SEO issue, which resulted in an immediate $1.7M revenue loss. Site was back up within 6 weeks and recovered losses by Jan 2020.
SEO Manager (Consultant)
Changed standards and best practices on bookmakersreview.com and other online gaming sites including oddstrader.com and therx.com to a limited extent.
Here is the result of Bookmakers Review’s progress for 2.5 years after:
SEO for Brownells
Sr. SEO Manager at Brownells.com.
Brownells.com is increasingly becoming a highly optimized e-commerce site that has been dedicated to promoting freedom and the outdoors in the United States since 1939. With a focus on search engine optimization (SEO), Brownells is becoming the go-to resource for all things related to firearms, competitive shooting, hunting, and many other outdoor activities.
From 2022 through 2024, Brownells.com will undergo a significant transformation from a struggling e-commerce site to a high-performing revenue-generating engine through advanced SEO strategies. With the launch of a new site on February 15, 2023, customers can expect to see new optimizations compared to the Legacy website, including the addition of natural language processing and function-driven content, multiple page types, internal linking, and more. These SEO techniques will help to improve the visibility and ranking of Brownells.com on search engines like Google, leading to increased traffic and revenue.
As the site continues to improve over the next 16 months, Brownells will gain market share in every product category it sells online through continued optimization efforts. By leveraging the strategies in Sizzle: An E-commerce Revolution that introduces innovative strategies for content writing, utilizing dynamic incentives, benefits, and social proof within the ad copy and above-the-fold content, Brownells will continue to improve its search engine rankings and drive targeted traffic to its site.
Working with a committed team of SEO professionals, Brownells is dedicated to upholding the values of freedom, The Constitution, and delivering quality products to its customers through advanced SEO techniques, grit, and caffeine.
As a trusted resource for top-quality firearms, ammunition, gun parts, and outdoor gear, Brownells.com is a reliable and trusted resource for all things American.
Are You Ready To Boost Your
Site Up to 500%?
