Mediastudio is a leading marketing and branding firm in Falls Church, VA. More Web Leads completed a search optimization project for MediaStudio in 2006 and recently, as many companies do, MediaStudio updated their website to reflect changes in their business: new marketing service lines, recently completed branding work, new testimonials from astisfied customers.

Because MediaStudio was pleased with the results of thier initial serach optimization project, they again contacted More Web Leads after they had updated their site. In particular, MediaStudio reworked the portfolio section of their website - the section where they showcase examples of completed work.

From the point of view of a search optimizatin specialist, this sort of website section represents an ideal area in which to complete search optimizations. Since each project represents actual projects of the kind MediaStudio wants to sell, the simple act of correctly describing the project builds the keyword rich content so often described as a prime objective in search optimization literature. Furthermore, since MediaStudio tends to work in a limited geographic area, and with particular kinds of companies and organizations, simply describing the clients adds additional keyword rich detail. Finally, since the section had nearly 20 examples, each on their own page, the section as a whole added to the page count of the site, and the more truly disctinct pages in the site, the more targets we can add to our keyword list.

However, the new section presented challenges as well. From the MediaStudio home page there is no link to the new section, indeed there are only 5 links altogether, a link to the main services page (from which the marketing services portfolio section is linked), a link to a list of clients, a link to their about us page, a link to the CreateAThon (an intense hands on seminar for nonprofits), and a link to their contact us page. As if this challenge weren't enough the single link to the portfolio sectin from the services page links not to an index of the portfolio, but to one of the projects, which are linked to each other in a cycle of previous/next buttons.

To gain search engine results from thsi new section, it was improtant not only to complete basic optimizations - writing appropriate titles and adding appropriate descriptions of the clients, but to provide better linking, within the MediaStudio website for the portfolio pages. If you open the page explaining web design and cms implementation for a Washington DC non profit you can see several of the items in the completed work which will tend to lead to better search results. A footer was created for the entire portfolio section to tend to flatten the section, instead of being a sort of circular series of links, it now has an internal key which highlights some of the pages, giving them increased importance in the hierarchy of pages on the site (in the way that serach engines view this ranking - baased on internal linking). The footer links themselves are keyword rich.

You may also notice some of the titles in this section are linger than the browser, or even the search engines display. While the engines may not display the longer titles, they do READ them and record their data. Judicious use of titles up to 200 characters for SOME pages appears to improve rank for a wider range of keywords. For the most part the keywords were extracted from existing copy, but where the clients were not fully described, some of the pages were edited to better describe the clients, and/or the work completed.

Some other examples:

• A Veterinary Clinic Becomes the Most Recognized Brand through a program to create a series of advertising approaches including ambulance graphics, signage, direct-mail materials.
• Magazine Revamp Extends Brand Impact for DC Based BoardSource the widely respected membership nonprofit consolidated their brand image through redesign of their flagship pubication
• Development of Visual Elements and Branding Material to Promote a New Conference - work for the DMAW Bridge Conference helped the lauch of a new conference series and included both onsite and promotional material