Lou Storiale (Website Project Management & Search Engine Optimization)

Lou Storiale

30 years of working experience and 17 years in technology working with private, non-profit and government institutions including large e-commerce companies and I love it. 14+ years of website project management, 12 years of search engine optimization including large e-commerce companies, 4 years of successful pay-per-click campaigns for local small businesses and more!

I take pride in implementing successful marketing tactics especially between 2008-2010 when I saved several small businesses from bankruptcy.

I have enjoyed giving over 200 client presentations and training sessions including developing international online training courses from 1999-2001. These courses have been accredited by CME (Continuing Medical Education), VNA (Virginia Nurses Association) and ACPE (Accreditation Council for Pharmacy Education) (8-16 contact hours).

I love my work and I enjoy working with great people committed to constant and never-ending improvement.

If you want to know how I think: Here is a short list of technical, presentation, management and leadership books I have read, among others.

Recent Work

E-Centria:  OpticsPlanet.com

  • E-centria is ranked as a top 50 e-commerce company in the nation and 138th world-wide. I work as the sole full-time Organic Search Analyst for Opticsplanet.com since 2015.
  • Technical, On-page & Off-Page SEO including deep analysis of 800,000 pages, 500 categories and 4,000+ brands.
  • C-level reporting and presentations on monthly, quarterly and yearly basis.
  • Created Advanced Function Spinners (Smart Spinners) for deals and savings that helped increase rank and click-though-rate throughout all web assets.
  • Identified and helped fix penalties, which increased visibility, transactions, conversion rates and organic search revenue (ask for details).
  • Trained 60+ internal staff on SEO basics to improve content creation, programming and site optimization. I also created multiple SEO screen casting courses using Camtasia for new employee training.
  • Please feel free to review some of my writing through these 2 How-To Guides.
  • Storiale Consulting Group

    World Class Website Project Management and Search Engine Optimization

    I managed over 40 website and marketing projects from 2003-2014. My list of clients include large direct marketing companies, private businesses, large nonprofit organizations and government websites.

    Nonprofit Organizations & Associations

  • The Association of Bone and Joint Surgeons
  • Cruise Lines International Association
  • Preventive Cardiovascular Nurses Association
  • The National Community Pharmacists Association (2 websites)
  • The National Business Incubation Association
  • National Merit Scholarship Corporation
  • Website project management, information architecture and usability as it relates to marketing and design of new or redesigned websites. Migrations to Telerik's Sitefinity using SSO (single sign-on) technology with Sitefinity CMS, netFORUM, iMIS, Member Suite and Higher Logic

    Private Companies and Small Businesses

  • Bader Company (insurance)
  • Artist Craftsman Supply (art supply)
  • Orlowsky & Wilson, Ltd (law firm)
  • Friedman Partners (finance)
  • Symmetry Counseling (health)
  • Kroshus Consulting (consulting)
  • Clarity Partners (consulting)
  • Alice Padrul (fashion)
  • AMS Direct (CarletonSheets.com)
  • Hudson Institute (14 micro-sites)
  • Heartland Institute
  • Sagamore Institute
  • Center on Economic Progress
  • Center on Faith in Communities
  • Bankruptcy Insurance Solutions 
  • Geringer Global Travel
  • SD3 Corporation 
  • Government Websites

  • The Chicago Public Library

    Website Manager for The Association of Legal Administrators

    Project Manager of website design and infrastructure overhaul of a 600 page site from HTML to .NET including comprehensive usability testing, heuristic evaluations and member surveys.

    Planned and executed the overhaul of Regional Conference & ALA's Premier Annual Conference registration which decreased abandonment rate by over 80% and cut the registration time from over an hour to less than 10 min. We integrated e-commerce payment with ALA's custom accounting system to reduce manual errors and eliminate manual entry of registrant information.

    Managed the daily tasks, resources and priorities of an extremely busy website department and launched the site 1 day early using PMBOK and Scrum practices.

    Hudson Institute

    Project Manager of an enterprise-level website overhaul that included the Hudson Institute's main site along with 14 policy center sites.

    I managed external vendors in design, information architecture of a large site overhaul including 10,000 pages, integrated e-commerce bookstore, donor membership section and quarterly online magazine (American Outlook). This was all being managed while conducting search engine optimization prior to launch of the site. I created the entire vision and architecture of the content management system that was used for 12 years based on staff, scholar, visitor interviews and surveys.

    From 2001-2007, I conducted all content management, HTML, CSS, JavaScript implementation, usability studies (user-testing), information architecture and search engine optimization. Trained researchers and staff on the content management system and SEO basics. I managed this site from 2001-2007.

    U.S. Army Infantry, The Old Guard (Official Ceremonial Unit & Escort to the President)

    Specialist Team Leader

    Lou Storiale Infantryman Old Guard

    The 3rd United States Infantry Regiment is the oldest regiment of the United States Army.
    The 3rd Infantry Regiment's mission is to conduct memorial affairs, ceremonies and special events to represent the U.S. Army to America and the World.

    Personally conducted over 850 missions in and around the Washington D.C. area. Trained and managed team of 6 soldiers to perform military duties, conduct reports and daily inspections including monthly and quarterly counseling sessions.

    * Maintained Secret Clearance from 1998-1999.


  • 1 Army Commendation Medal
  • 1 Good Conduct Medal
  • 2 Army Achievement Medals
  • 3 Certificates of Achievement
  • and 1 Order of Hamby
  • Our Team

    Over the past 14 years, I have found and hand-picked 3 designers and 2 programmers that help with the design and development of some of my client sites. 100% of my team is located locally within the United States (Illinois, Missouri, and Arizona).

    Lou Storiale, Website Project Manager

    Lou Storiale, PMP

    Project Manager & SEO Genius


    WordPress Design and Development
    website designer, lisel


    Designer, Extraordinaire!