How this Houston company is staying one step ahead of Google

SEO pros

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

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Property Showcase

Houston lab explores how AI bots can help the elderly

AI for aging

The University of Houston’s Empathetic Lifespan AI & Robotics for Aging (ELARA) Lab is currently conducting research into how AI bots may be able to help the elderly live more social and independent lives through several ongoing initiatives.

The lab officially launched last month as part of the Gerald D. Hines College of Architecture & Design under the leadership of Assistant Professor Chorong Park. Part of the lab’s mission is tackling ongoing problems with aging, such as dealing with disabilities and social isolation. Researchers’ current work is focused on designing a new AI companion bot specifically tailored to the needs of older people.

“We need to take all the needs of older adults seriously,” Park said in a news release. “They won't use the robot if they don't feel at ease or if they feel they are being constantly watched.”

The field testing of new AI bots in this population hopes to overcome several traditional obstacles in technology use among the elderly. A study by Park shows that many older people have a fear of overt surveillance when using advanced AI. There is also ageism to consider. Most new technologies are designed with younger and employed buyers in mind, not retirees who may need help remembering daily tasks or accessing important information.

“The more older adults are excluded from technology development, the worse those technology gaps will become,” Park said. “AI and the majority of technologies are created for younger people, so my research method integrates older adults directly into the design process.”

ELARA recently collaborated with the Mamie George Community Center in Richmond, Texas, to track seniors’ response to desktop AI bots like Emo and Cupboo. Researchers also had participants use air-dry modeling clay to create their ideal robotic companion.

While the eventual AI bot may be able to help the elderly feel less isolated and more supported, there are concerns to consider. A study published in the Asian Journal of Psychology charted the development of delusional thinking in a 72-year-old woman who became convinced the empathic-response bot was in love with her. The rise of “AI psychosis” has the potential to exacerbate mental health problems, particularly in socially isolated people, which a quarter of Americans over the age of 65 are.

ELARA’s research is focused on creating “pet-like” AI models with enhanced trust cues. If it can overcome the dangers of socially isolated people relying on AI for companionship, it could be a big step forward for independent aging.

SpaceX IPO set to be biggest ever and could make Elon Musk a trillionaire

IPO News

SpaceX says it plans to raise up to $75 billion when it goes public this month, setting the stage for the largest-ever stock market debut and putting Elon Musk on course to becoming the world's first trillionaire.

The company, formally known as Space Exploration Technologies Corp., said Wednesday it will sell 555.6 million shares at $135 a piece in an initial public offering. The estimated proceeds would easily top the $26 billion raised by oil giant Saudi Aramco in 2019. The offering would also give SpaceX a market value of $1.77 trillion. Only six companies in the S&P 500 are currently worth more, with Nvidia tops at $5.2 trillion.

Besides the size of the offering and the expected proceeds, SpaceX's amended prospectus updates details about how much control of the company Musk will have. As SpaceX's CEO, chief technical officer and chairman, Musk's voting power will come primarily through his ownership of 5.22 billion Class B shares, which give the holder 10 votes for every share held. According to the filing, Musk would have 82.4% of the voting power in the company.

Forbes currently values Musk's net worth at $826 billion and his stake in SpaceX at $542 billion. The estimated value of his SpaceX holdings was based on an overall value for the company of $1.25 trillion. Based on those numbers, a $1.77 trillion valuation for SpaceX would boost Musk's net worth by $223 billion, making him a trillionaire. However, much of Musk's worth is in stock that he has yet to cash in.

Even as it makes a bid for a blockbuster market debut, SpaceX is currently losing billions of dollars a year. The filing shows that the company lost $2.6 billion from operations last year on $18.7 billion in revenue, and the losses kept piling up at the start of this year, too.

Fantastical plans

Time will tell how SpaceX fares on the market. Musk's plans for the company are as fantastical as the money he hopes raise in the sale.

Colorful, even frightening in parts, the IPO document strikes a contrast with the typically dry, technical prose in IPO documents, detailing plans to use proceeds from the sale to help put men on the moon again and perhaps even Mars. In one section, it talks of a need to build "a permanent human colony" on the red planet with "at least one million inhabitants" as existential threats loom that could consign man to "the same fate as the dinosaurs."

Musk has almost equally ambitious plans for his other publicly traded company, Tesla. His goal is to transform the maker of electric vehicles into a producer of robotaxis and humanoid robots. Dan Ives of Wedbush Securities wrote in a research note that he expects Tesla and SpaceX to merge next year.

AI plays a key role

Key to the success of both companies — and any merged entity — is artificial intelligence. In its IPO filing, SpaceX says it sees potential revenue from AI of up to $26.5 trillion. But that depends on another lofty Musk ambition — putting data centers in space, which is not technologically possible at the moment.

Transforming his space company into a primarily AI-focused company will be a challenge for Musk, who started xAI in 2023 with 11 other co-founders who have all since left. Some were recruited away by rivals.

Its main AI product, the chatbot Grok, is "less impressive than anything that we see from any other major player in the space, whether that's OpenAI, or Anthropic, or (Google's) Gemini," said IDC analyst Arnal Dayaratna.

Dayaratna said that doesn't mean SpaceX doesn't have potential as a major AI player, thanks in part to its computing partnership with Anthropic and Musk's recent deal that gave SpaceX the rights to buy AI coding tool Cursor for $60 billion later this year. Folding in Cursor's capabilities would give SpaceX access to the coveted business customers now using Anthropic's Claude or OpenAI's ChatGPT.

SpaceX plans to use the net proceeds from the IPO to fund the expansion of infrastructure for its AI and rocket businesses, and to beef up the constellation of satellites that power Starlink Mobile, among other investments.

The company plans to list on the Nasdaq under the symbol "SPCX" and could begin trading as soon as the end of next week.

And SpaceX isn't the only colossal market debut investors are now bracing for. Earlier this week, Anthropic submitted a confidential filing with the U.S. Securities and Exchange Commission to officially start its own IPO clock.

OpenAI has not yet reported filing the initial SEC paperwork, but an IPO from the ChatGPT maker is widely expected.

"This listing represents the first major test for public markets after years of muted IPO activity with SpaceX paving the way for AI giants Anthropic and OpenAI to follow soon after," Ives wrote.

___

Associated Press Technology Writer Matt O'Brien contributed.

New UH survey reveals concerns over AI data center growth in Houston

data findings

A new report out of the University of Houston shows that area residents remain wary of the long-term effects of operating data centers.

The recent survey from the University of Houston’s latest SPACE City Panel, conducted by the Center for Public Policy at the Hobby School of Public Affairs, shows that while 85 percent of Houston-area residents use AI, nearly 63 percent oppose the construction of AI data centers within 1 mile of their homes.

Respondents’ concerns centered around data centers’ high energy demand and the area’s power grid reliability. According to the survey, 32 percent of residents who oppose local data center projects would be more likely to support the centers if they relied on renewable energy over fossil fuels.

“Respondents understand that AI can bring economic and educational benefits, but they are also concerned about the physical infrastructure needed to fuel AI, especially data centers,” Soran Mohtadi, post-doctoral fellow at the Hobby School and a researcher on the report, said in a news release. “This physical infrastructure demands more electricity and water, leading to environmental impacts.”

Experts estimate that 6.5 gigawatts of data center capacity will be added to the Texas grid by 2030. And Houston’s data center capacity is predicted to more than double by 2028.

The Electric Reliability Council of Texas also projects electricity demand could reach 218 gigawatts by 2031, which would be more than double the record peak set in August 2023. Data centers are expected to account for 86 gigawatts of that new demand.

Survey respondents also said they are concerned about the state's future water supply, given the large amounts of water that data centers need to stay cool.

In terms of who’s responsible for that issue, 57.6 percent of respondents said they put the onus on Texas lawmakers, while 31.5 percent say tech companies should be responsible.

Additionally, more than 75 percent of respondents believed that data center developers and technology companies—not residents—should bear the cost of infrastructure upgrades to support data centers.

“Every decision legislators make has implications on residents’ everyday lives and local infrastructure now and in the future,” Maria P. Perez Arguelles, lead researcher on the report and research assistant professor at the Hobby School, added in the news release. “This issue is going to become more important in years to come, so this is just the beginning.”

Read the full report here.

View All Listings