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

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Building Houston

 
 

Allterum Therapeutics Inc., a portfolio company of Fannin Innovation Studio, is using the funds to prepare for clinical trials. Photo via Getty Images

Allterum Therapeutics Inc. has built a healthy launchpad for clinical trials of an immunotherapy being developed to fight a rare form of pediatric cancer.

The Houston startup recently collected $1.8 million in seed funding through an investor group associated with Houston-based Fannin Innovation Studio, which focuses on commercializing biotech and medtech discoveries. Allterum has also brought aboard pediatric oncologist Dr. Philip Breitfeld as its chief medical officer. And the startup, a Fannin spinout, has received a $2.9 million grant from the Cancer Prevention Research Institute of Texas.

The funding and Breitfeld's expertise will help Allterum prepare for clinical trials of 4A10, a monoclonal antibody therapy for treatment of cancers that "express" the interleukin-7 receptor (IL7R) gene. These cancers include pediatric acute lymphoblastic leukemia (ALL) and some solid-tumor diseases. The U.S. Food and Drug Administration (FDA) has granted "orphan drug" and "rare pediatric disease" designations to Allterum's monoclonal antibody therapy.

If the phrase "monoclonal antibody therapy" sounds familiar, that's because the FDA has authorized emergency use of this therapy for treatment of COVID-19. In early January, the National Institute of Allergy and Infectious Diseases announced the start of a large-scale clinical trial to evaluate monoclonal antibody therapy for treatment of mild and moderate cases of COVID-19.

Fannin Innovation Studio holds exclusive licensing for Allterum's antibody therapy, developed at the National Cancer Institute. Aside from the cancer institute, Allterum's partners in advancing this technology include the Therapeutic Alliance for Children's Leukemia, Baylor College of Medicine, Texas Children's Hospital, Children's Oncology Group, and Leukemia & Lymphoma Society.

Although many pediatric patients with ALL respond well to standard chemotherapy, some patients continue to grapple with the disease. In particular, patients whose T-cell ALL has returned don't have effective standard therapies available to them. Similarly, patients with one type of B-cell ALL may not benefit from current therapies. Allterum's antibody therapy is designed to effectively treat those patients.

Later this year, Allterum plans to seek FDA approval to proceed with concurrent first- and second-phase clinical trials for its immunotherapy, says Dr. Atul Varadhachary, managing partner of Fannin Innovation Studio, and president and CEO of Allterum. The cash Allterum has on hand now will go toward pretrial work. That will include the manufacturing of the antibody therapy by Japan's Fujifilm Diosynth Biotechnologies, which operates a facility in College Station.

"The process of making a monoclonal antibody ready to give to patients is actually quite expensive," says Varadhachary, adding that Allterum will need to raise more money to carry out the clinical trials.

The global market for monoclonal antibody therapies is projected to exceed $350 billion by 2027, Fortune Business Insight says. The continued growth of these products "is expected to be a major driver of overall biopharmaceutical product sales," according to a review published last year in the Journal of Biomedical Science.

One benefit of these antibody therapies, delivered through IV-delivered infusions, is that they tend to cause fewer side effects than chemotherapy drugs, the American Cancer Society says.

"Monoclonal antibodies are laboratory-produced molecules engineered to serve as substitute antibodies that can restore, enhance or mimic the immune system's attack on cancer cells. They are designed to bind to antigens that are generally more numerous on the surface of cancer cells than healthy cells," the Mayo Clinic says.

Varadhachary says that unlike chemotherapy, monoclonal antibody therapy takes aim at specific targets. Therefore, monoclonal antibody therapy typically doesn't broadly harm healthy cells the way chemotherapy does.

Allterum's clinical trials initially will involve children with ALL, he says, but eventually will pivot to children and adults with other kinds of cancer. Varadhachary believes the initial trials may be the first cancer therapy trials to ever start with children.

"Our collaborators are excited about that because, more often than not, the cancer drugs for children are ones that were first developed for adults and then you extend them to children," he says. "We're quite pleased to be able to do something that's going to be important to children."

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