CSS Industries, Inc. is the parent company of several businesses operating within the seasonal product industry. Market Merchants Consulting produced Web Site Optimization Report for several of the companies under the CSS corporate umbrella including Berwick Industries, Lion Ribbon, and C.R. Gibson. Included in these reports are comparisons to top online competitors. While the majority of this report is confidential we can share several key conclusions:

Berwick Industries
The keywords indexed by search engines for the Berwick Industries site are nondescript and valueless. They refer to company specific information and development code. Potential customers need to be searching for the Berwick company name in order to find the site.

The comparative analysis focused on the Ribbon Factory whose keywords were product specific. However, their focus was on obscure product descriptors that avoided niche consumer centric keywords.

Lion Ribbon
The Lion Ribbon web site has no relevant keyword phrases greater than two words. Their competitor, JKM Ribbon have two, three, and four-word relevant phrases that relate to specific products offered as well as more generic industry related terms. In addition to keywords, the site architecture for Lion Ribbon needs to be reworked from a search engine and usability perspective.

C.R. Gibson
The C.R. Gibson site has keywords that again relate more to their company than the products they sell. Most keywords relate to functions on the site such as "home" and "order tracking". Hallmark as the competitor has even less accessible keywords. However, their brand name alone contributes to the more than 445 times additional traffic to their site.

For C.R. Gibson to compete they must rework their site architecture, increase keyword relevancy, and begin to utilize social media.

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