SEO pros

How this Houston company is staying one step ahead of Google

Houston-based Edgy Labs is working on AI technology to constantly stay ahead of search engine technology. Pexels

Where's the best place to hide a dead body? According to Alexander De Ridder and other search optimization experts, it's on the second page of Google where no one ever goes.

Jokes aside, search engine optimization has become a serious business as people have pivoted from making their own decisions based on knowledge acquired or resources available to trusting entities to decide for them, De Ridder explains.

"More and more of our lives are governed by decisions we are outsourcing," De Ridder says. "For example, maybe you jumped in the car this week and you entered a destination. The GPS told you where to turn — you don't question that."

While convenient, the challenge this new normal presents companies is how to make clear to the internet that that their information is worthy of being on the first page of search results. De Ridder co-founded Houston-based Edgy Labs with Michael Umansky and Gary Haymann to figure out for themselves how this "black box" decision making works — and where it's going.

"Our take was let's build a laboratory to understand how that rank or AI works and build our own platform around it and get better insights on how that black box thinks," Umansky, who is CEO of the company, says.

Edgy Labs has two sides to it. At its core, the company is a blog covering trends and research in science and technology that acts as an SEO-testing platform, or lab. Once the team has the developed technology, it's able to provide its best practices and tools to clients.

"We think about innovation in a practical way as something that you need to live out the truth yourself, before you go out and apply it to other people," explains De Ridder, who also serves as CTO of the company.

The SEO business is projected to be an $80 billion industry by 2020, Umansky says, and its evolving from text focused to including voice and video in the search process. When Edgy Labs launched, the focus was on creating content that was primed to be picked up by Google. Through this process, the company grabbed the attention of some large Fortune 100 accounts.

"What we saw was if we applied these same techniques to a large brand, there was a massive uptake in success for the content and the site itself," Umansky says. "What that's led us to want to do is take the power of the technology and put it back in the hands of content creators."

Edgy Labs has found that the key to SEO and marketing online is to be content focused and put the users — and the information they are seeking — first.

"What's been really great is I think we've tried to turn the process upside down and make sure the client is creating content that's data driven insights — not just taking marketing slogans and terms and dropping it in the content, which was the norm," says Haymann, who leads the client-facing business.

Just like any technology, search is constantly evolving. Search engines used to scan the internet to suggest articles to answer your questions. Now, Google is taking information from those articles and regurgitating it for you, rather than sending you to a third-party website. A casualty of that is web traffic for the site that has that information.

This shift is a result of voice searching growth. One in five searches is done via voice search — think: Alexa or Siri — and 40 percent of adults use voice search daily, De Ridder says. With this type of search process, there can only be one response — not pages of results, like web searching. De Ridder says that because of this growth in audio searching, videos will become a more favorable search result.

Another growing digital trend, De Ridder says, is progressive web app pages becoming more useful in search than native apps. These PWAs act and feel like mobile apps, but without requiring the user to download anything. Where this trend metabolized is when the ".app" domains were released. Edgy Labs relaunched its webpage to being a mobile friendly progressive app page and has seen more engagement from its users — longer time on site, lower bounce rates, higher conversion rates.

"As websites want to survive and remain relevant, it will be about providing good information so that they can optimize themselves for voice search, video, and also have amazing experiences of native app-like quality," De Ridder says.

While SEO technology and practices evolve, Edgy Labs hopes to stay at the forefront of the industry.

"It's kind of like we're at the top of the mountain, and the mountain is always getting taller and taller. To stay on the cutting edge, you always have to keep climbing and climbing," De Ridder says. "But, if you're up there, you've got a beautiful view, and that allows you to look into the world and see the opportunity that's associated with that change."


Alexander De Ridder (left), Michael Umansky (center) and Gary Haymann founded Edgy Labs in 2016. Courtesy of Edgy Labs

The three Houston innovators to know this week represent new, exciting things for the innovation ecosystem. Courtesy photos

The movers and shakers within the Houston innovation ecosystem come from all kinds of industries — from private equity to supercomputing. This week's innovators to know reflect that industry diversity and are bringing something new to the table.

Jon Nordby, managing director of Houston's MassChallenge Texas chapter

Jon Nordby, former exec at Houston Exponential, will lead the inaugural Houston MassChallenge cohort. Courtesy of MassChallenge

Jon Nordby, who recently served as Houston Exponential's director of strategy since its launch, was named as the managing director of MassChallenge Texas in Houston, a zero-equity startup accelerator.

"MassChallenge's not-for-profit, no equity model is uniquely suited to accelerate the development of Houston's innovation ecosystem and is the foundation early-stage startups need to get to the point of disruption or pivot as fast as possible," says Nordby in a release.

Before HX, Nordby served as vice president of talent and innovation at the Greater Houston Partnership, and was essential in creating the organization's Innovation Initiative. Click here to learn more about the appointment.

Matthew Lamont, managing director at DownUnder GeoSolutions

Matthew Lamont is managing director at DownUnder GeoSolutions which just opened its new, powerful data center west of Houston. Courtesy of DUG

Matthew Lamont isn't technically a Houstonian, but the managing director of Perth, Australia-based DownUnder GeoSolutions gets the honorary title for bringing one of the world's most powerful supercomputers, nicknamed Bubba, to the Houston area. In fact, perhaps Lamont accepts the recognition on behalf of Bubba, who — while inanimate — is definitely a Houstonian.

DUG is heavily investing in Houston, and Bubba is just the start. The company plans to start on a friend for Bubba later this year and bring an even more powerful supercomputer to the market by 2021. Read more about Lamont, Bubba, and all that DUG is doing in Houston here.

Taseer Badar, founder and CEO of ZT Corporate

Taseer Badar is in the business of making money. Courtesy of ZT Corporate

Taseer Badar will shoot it to you straight: Houston startups struggling to find capital might need to look nationally or globally.

"Investors in Houston want positive earnings before interest, tax, and amortization," he says. "But that doesn't mean it's not possible in New York, Dallas, Austin, or other cities. There are technology conferences everywhere, that's a great way to get known as a startup."

As CEO and founder of ZT Corporate with 1,000 investors to manage, he knows private equity, and what it takes to invest. Read more about Badar here.