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 labsINK 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."

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

How this Houston company is staying one step ahead of Google

SEO pros

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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California-based healthcare co. expands to Houston with new bioskills lab

med skills

Axis Research & Technologies, a California-based healthcare innovation solutions and medical research company, has expanded into the Houston area via a new 10,800-square-foot bioskills lab in Shenandoah last month.

The facility includes a main lab that’s configurable into a single space with over 20 stations, two more lab suites for specialized bioskills training, a conference room for presentations and a large multipurpose area.

Medical professionals can simulate a fully functional operating room in the lab for training and education. It also has the capability of handling cadaver specimens.

The company says the new facility aims to serve surgeons, medical device companies, hospitals and research institutions.

Axis was attracted to Houston thanks to the Texas Medical Center and other world-class medical groups, according to a release from the company. The facility in Shenandoah will be near medical facilities in The Woodlands.

“We are thrilled to expand into the Houston market,” Jill Goodwin, COO of Axis, said in a news release. “This new facility was driven by demand from our clients who have expressed a need for a high-quality bioskills lab in Houston. We repeatedly heard this feedback at the most recent American Academy of Orthopaedic Surgeons (AAOS) conference, which reinforced our decision to bring Axis to the region.”

Axis hosted its first lab event at its Houston-area venue on Feb. 22. The facility is currently accepting bookings for medical trainings, research collaborations and use of its bioskills lab.

“Our goal is to create an environment where groundbreaking medical advancements can take place,” Goodwin added in a news release. “Houston is home to one of the largest medical communities in the country, making it a perfect fit for our expansion.”

Axis' other bioskills labs are located in Nasvhille; Irvine, California; and Columbia, Maryland.

Texas institute grants $12M to bring leading cancer researchers to Houston

cha-ching

Rice University has recruited a prominent Swedish cancer researcher thanks to a $6 million grant from the Cancer Prevention and Research Institute of Texas.

It’s among $68 million in research grants recently awarded by the state agency, and six recruitment grants totaling $16 million to bring leading cancer researchers to Texas.

A news release from the Cancer Prevention and Research Institute of Texas (CPRIT) describes Pernilla Wittung-Stafshede of the Chalmers University of Technology in Gothenburg, Sweden, as “an accomplished and highly gifted biophysical scientist tackling complicated biological questions regarding the role of metals and metal dysregulation in various diseases. She pioneered a new research field around the role of metal ions in the folding and function of metalloproteins.”

Metalloproteins account for nearly half of all proteins in biology, according to the National Institutes of Health. They “catalyze some of the most difficult and yet important functions in [nature], such as photosynthesis and water oxidation,” the federal agency says.

Wittung-Stafshede, a professor of chemical biology and life sciences at Chalmers, is a former professor at Rice.

Aside from the money for Wittung-Stafshede, Houston recruitment grants also went to:

  • University of Texas M.D. Anderson Cancer Center: $2 million to recruit Rosalie Griffin of the Mayo Clinic
  • Baylor College of Medicine: $2 million to recruit Dr. Nipun Verma of the Yale University School of Medicine
  • Baylor College of Medicine: $2 million to recruit Xin “Daniel” Gao of Harvard University and the Massachusetts Institute of Technology

In Houston, cancer research grants were given to:

  • Baylor College of Medicine: $7.8 million
  • M.D. Anderson Cancer Center: $20.7 million
  • Rice University: $ 1 million
  • University of Houston: $1.2 million
  • University of Texas Health Science Center at Houston: $4.5 million

“The awards … represent the depth and diversity of CPRIT funding for cancer research in Texas,” says Kristen Doyle, CEO of CPRIT. “These grants develop new approaches to preventing, diagnosing, treating, and surviving cancer for all Texans.”

See the full list of awards here.