Meet INK

Houston tech company launches digital product to take the guesswork out of SEO

INK, a digital writing tool, allows writers to see how their content would perform on search engines in real time. Photo courtesy of INK

A Houston company wants to arm content creators and writers with the tools to perfect search engine optimization, and they want to provide these tools for free.

INK, a downloadable writing tool and web app, was created by the brains behind Edgy Labs, a tech company that has been working on dissecting how Google and search engines operate. Edgy's founders — Alexander De Ridder, Michael Umansky, and Gary Haymann — created the content site as a lab to test out their SEO theories and best practices.

"INK is the byproduct of everything we've learned at Edgy Labs that we productized," says Umansky, who serves as CEO. "We think we are on the cusp of leading what we are calling the content performance optimization revolution."

Umansky says that of the 4 million pieces of content created online daily, 94 percent of content gets little to no traffic on Google. And a big reason for content failing is because the writer doesn't fully understand how SEO works — and search engines are always evolving their algorithms.

Despite this huge SEO problem, there weren't any one-stop-shop tools available already.

"What we came to understand was that there's a ton of SEO and CMS products and analytics products, but what there wasn't was a really good way to help writers — who are really the ground zero for where content is created — bridge the gap to understanding what SEO is all about," Umansky says.

INK edgy labs INK allows writers to see in real time how their content would fare on Google. Photo courtesy of INK

The writing tool allows the user to create content right in the app, and as the writer composes, he or she gets real-time feedback on the content. INK will compare the content to potential competitors' content and analyze and score how it expects the published material to perform. All the while, INK has a customizable interface for users. There are light and dark modes, and even features for writers with dyslexia or color blindness.

Umansky says his team has big plans for growing INK and even introducing more tools and products, and INK's evolution will continue as search engines continue updates and algorithm edits.

"As Google changes, we change with it," Umansky says. "I think last year Google changed something like 3,500 times. It's constant."

He also sees INK being able to provide a headline optimization component, as well as tools for tracking engagement. While perfecting SEO is the first step, Umansky says he also wants to provide products that help optimize writing content for a conversion perspective that would be good for landing pages and digital ads.

INK launched online in early October and was ranked as the product of the week on Product Hunt. For now, the app is completely free to download. Umansky does think the first paid version will be live in the first quarter of 2020.

Ultimately, Umansky says, writers shouldn't also have to be SEO specialists — that's INK's team's job. The product they created will allow for easy content management system integration — it already has an extension in WordPress.

"We envision a world where the content creators can control their own search destiny," Umansky says. "What we want to do is focus on empowering those writers to really take the power of search back into their own hands without having to be SEO experts."

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Building Houston

 
 

Mike Francis, co-founder of NanoTech, joins the Houston Innovators Podcast to discuss his plans to fireproof California. Photo courtesy of NanoTech

A few years ago, Mike Francis caught a video of a man's hand coated in some sort of material and placed over a fire. Nothing was happening to the man's hand — the coating completely protected it — but something was happening in Francis's brain, and a year ago he founded Nanotech Inc.

Based in Houston, NanoTech' is focused on reducing energy waste by proper insulation within the construction industry — a half inch of NanoTech's material is the equivalent of 30 inches of fiberglass. However, perhaps more important to Francis is the life-saving capability the product provides in terms of fireproofing.

"We're working with all of the major players in the state of California to not only fireproof the utility infrastructure, but eventually homes and businesses," Francis says on this week's episode of the Houston Innovators Podcast. "Our goal, if we're looking into the future, is to fireproof that state — and we're working with the right people and companies to make it happen."

To the best of his knowledge, Francis says NanoTech is the only company this far along working on this goal. Millions of utility poles go up in flames as the forest fires sweep through the state, and coating them with NanoTech could help prevent this damage.

Of course, as the company grows, Francis is lucky to have the support and the funds behind him and his team. Earlier this year, Halliburton selected NanoTech as the inaugural member of Halliburton Labs. For the past few months, NanoTech has been based in the labs, receiving hands-on support, and NanoTech will join the year-long inaugural cohort of 15 or so companies in 2021.

NanoTech also has a new member to its support system — and $5 million — following the close of its seed round led by Austin-based Ecliptic Capital. Francis says he was looking for an investor to bring new expertise the company doesn't have yet, and Ecliptic will be crucial to growing globally.

"Those first investors, especially in your seed round, are critical to your growth," says Francis. "We're so excited to be partnering with Ecliptic — we just trusted them."

Francis shares more about fundraising during a pandemic and what being based at Halliburton has meant for his company's growth. Listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.


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