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

 
 

Panelists from the University of Houston and Houston Methodist discussed tech transfer challenges and opportunities for academic innovators. Photo courtesy

Groundbreaking and disruptive innovations across industries are coming out of research institutions, and their commercialization process is very different from other startups.

An expert panel within Technology transfer discussed some of the unique obstacles innovators face as they go from academia into the market — like patenting, funding, the valley of death, and more.

Missed the conversation? Here are eight key moments from the panel that took place at the University of Houston's Technology Bridge on Wednesday, May 19.

This event was hosted by InnovationMap and University of Houston.

“If your technology can immediately impact some industry, I think you should license out your technology. But if you think that the reward is much higher and does not yet match something in the industry, you should go the high risk, high reward path of doing it yourself. That’s a much more challenging. It takes years of work.”

— Hadi Ghasemi, co-founder of Elemental Coatings and Cullen associate professor in the department of mechanical engineering at the University of Houston, says on how tech transfer usually happens via those two pathways. Ghasemi explains that it also depends on the academic's passion for the product and interest in becoming an entrepreneur.

“There’s a mismatch in that you can have a really clinically impactful technology but still not have money to develop it into a product.” 

— Rashim Singh, co-founder of Sanarentero and a research assistant professor of pharmaceutics at the University of Houston College of Pharmacy, says on the different priorities from within academia and within the market.

“What I’ve seen is if you know you want to patent something, tell the right people early. Make sure you have the right players involved. Our tech office already has venture, Pharma, etc. partners that can help with the patent process.”

— Ginny Torno, administrative director of innovation and IT clinical systems at Houston Methodist

“You don’t need to be fully transparent about your technology. As a company, you need to have some secret sauce."

— Ghasemi says on the patent and paper publishing process. Academics are used to publishing their research, but when it comes to business, you need to hold some things close to the chest.

“One of the most important piece the UH Tech Bridge has provided is the wet lab space to develop these technologies a little further toward commercialization. … Wet lab is very precious space in Houston specifically because there isn’t much here.”

— Singh says on how important access to lab space is to the entrepreneur.

"“You’re starting to see more and more organizations that have innovation arms. ... There are a lot of focus on trying to make Houston another innovation hub, and I think there is more support now than even a few years ago.”

— Torno says on what's changed over the past few years, mentioning TMC3 and the Ion.

“Try to serve private capital as soon as possible. The grant money comes, and those are good and will help you prove out your technology. But once you have private money, it shows people care about your product.”

— Ghasemi says as a piece of advice for potential tech transfer entrepreneurs.

“The biggest gap is to arrange for funding — federal, private, etc. — to support during the valley of death.”

— Singh says on the struggle research-based startups, especially in drug discovery, faces as they fight to prove out their product and try to stay afloat financially.

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