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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CultureMap Emails are Awesome

10+ can't miss Houston business and innovation events for May

WHERE TO BE

From pitching competitions to expert speaker summits, May is chock-full of opportunities for Houston innovators.

Here's a roundup of events you won't want to miss out on so mark your calendars and register accordingly.

Note: This post may be updated to add more events.


May 2 — State of Houston's Global Economy

Explore the complexities of Houston's global economy, dissect the challenges and opportunities that lie ahead and chart a course for sustainable growth in the years to come at this business conference sponsored by the Greater Houston Partnership. Highlighting the day will be a presentation by the Partnership’s Chief Economist, Patrick Jankowski who will share his insights into the role global trade plays in the region’s growth.

Panel conversation speakers include:
  • Kurt Heim, Vice President of Environmental Advancement, Daikin Comfort
  • Moderator: George Y. Gonzalez, Partner, Haynes Boone, LLP
This event is Thursday, May 2, from 8:15 to 10 am at Partnership Tower. Click here to register.

May 3 — Transformative Healthcare Innovations Across the TMC

This symposium is filled with discussions, presentations, and networking opportunities. Discover the latest advancements in healthcare technology and how they are shaping the future of medicine. The event will be held in person at the TMC3 Collaborative Building, so come ready to engage with industry experts and fellow healthcare enthusiasts.

This event is Friday, May 3, from 9 am to 3:30 pm at TMC3 Collaborative Building. Click here to register.

May 6 to 9 — Offshore Technology Conference.

Since 1969, the Offshore Technology Conference (OTC) has served as a central hub convening energy professionals from around the world to share ideas and innovations, discuss, debate, and build consensus around the most pressing topics facing the offshore energy sector.

This conference is Monday, May 7, to Thursday, May 9, at NRG Park. Click here to register.

May 7 — Small Business Awards Houston 

This year's awards luncheon event theme will be "The SBA Awards presented by SCORE are going to Space" celebrating Houston's advances into space with two fantastic guest speakers and the optional “How to do business with NASA” workshop. The keynote speakers will be Stephanie Murphy, Aegis Aerospace and Arturo Machuca, Director of the Houston Spaceport.

This event is Tuesday, May 7, from 11 am to 1:30 pm at Royal Sonesta Galleria Houston. Click here to register.

May 7 — Tech + Tequila Talk: Goal Park Innovation

At the upcoming edition of Tech+Tequila talk, hear the process behind activating public spaces like Goal Park. Specifically, explore how innovation plays a key role in creating a safer and more dynamic environment for the community. Join in discussions on the intersection of art, philanthropy, and urban development, and learn how projects like Goal Park are shaping the future of our cities.

This event is Tuesday, May 7, from 6 to 8 pm at Niels Esperson Building. Click here to register.

May 13 — TECHSPO Houston 2024 Technology Expo

TECHSPO Houston brings together developers, brands, marketers, technology providers, designers, innovators and evangelists looking to set the pace in advancing technology. Watch exhibitors showcase the next generation of advances in technology & innovation, including; Internet, Mobile, AdTech, MarTech and SaaS technologies.

This event is Monday, May 13, from 9 am to 7 pm at Marriott Marquis. Click here to register.

May 14 — An Evening with Johnson & Johnson's Immunology Team

Johnson & Johnson Innovative Medicine Immunology Team will present our strategic priorities in the space as part of our search for promising scientific innovations.

The focus areas of the program include bispecifics for auto-immune and inflammatory diseases, multispecific T-cell engagers for deep cell depletion, and tissue T-Reg / stromal immune modulators. After the programming concludes, there will be an opportunity to network at the reception with industry leaders and like-minded innovators. This networking session will provide attendees with a chance to discuss ideas, and further explore collaboration opportunities

This event is Tuesday, May 14, from 4 to 7 pm at Texas Medical Center. Click here to register.

May 16 — Energy Underground

The Energy Underground is a group of professionals in the Greater Houston area that are accelerating the Energy Transition. Make industry contacts, secure financing, share deals, recommend talent looking to enter the energy workforce at this meeting of like-minded innovators.

This event is Thursday, May 16, from 12 to 1 pm at the Cannon West Houston. Click here to register.

May 16 — UH Tech Bridge: Innov8Hub Pitch Day

This event is your chance to immerse yourself in the vibrant startup ecosystem, network with industry experts, and discover the next big thing. Get ready to witness groundbreaking ideas and cutting-edge pitches from talented individuals.

This event is Thursday, May 16, from 5 to 7:30 pm at UH Tech Bridge. Click here to register.

May 18 — Create by Getty Images Houston 2024

Head to this event to shoot a variety of ready-to-upload content for your portfolio and enjoy priceless creative development opportunities. Connect with fellow creators, collaborators, and peers to expand your network and build meaningful relationships. Participate in interactive workshops to enhance your skills and knowledge and gain actionable takeaways for creative endeavors.

This event starts Saturday, May 18, at 8:30 am at The Cannon West Houston. Click here to register.

May 22 — Pearland Innovation Hub Anniversary

Come for an evening filled with innovation, creativity, and fun. Attendees will have an opportunity to meet some members, partners, and sponsors of Pearland Innovation Hub.

This event is Wednesday, May 22, from 6 to 8 pm at Spacio.us. Click here to register.

May 28 — Texas Small Business Expo

Texas Small Business Expo is a trade show, educational business to business conference, exhibition & networking event for entrepreneurs, start-ups and anyone that owns a business or looking to start their own business. Learn how to solve challenging business issues by discussing strategies, acquire valuable knowledge from those in your business and connect with top vendors in various industries.

This event is Tuesday, May 28, from 4 to 9 pm at Wakefield Crowbar. Click here to register.

May 29 — Bayou City Bio Pulse at Gensler

Join the GHP for its next Bayou City Bio Pulse, hosted by global architecture, design and planning firm, Gensler. This event will feature panel discussions, tours of Gensler’s space, VR walkthroughs and more.

This event is Wednesday, May 29, from 4 to 6 pm at Gensler's office (2 Houston Center). Click here to register.

Texas lands in top 10 states expected to be most financially affected by weather events

report

Texas — home to everything from tornadoes to hurricanes — cracks the top 10 of a new report ranking states based on impact from weather-related events.

SmartAsset's new report factored in a myriad of data from the Federal Emergency Management Agency to identify which states face the most financial risk due to various weather events. In the report, the states were ranked by the total expected annual financial losses per person. Texas ranked at No. 10.

"With a variety of environmental events affecting the wide stretch of the United States, each state is subject to its own risks," reads the report. "Particularly, tornadoes, wildfires, hurricanes, flooding, landslides, lightning and drought, among other events, can cause damage to buildings, agriculture and individuals alike. When considering insurance, residents and business owners in each state should account for historic and projected losses due to environmental events in their financial plans."

In Texas, the total expected annual loss per person is estimated as $283.15. The report broke down each weather event as follows:

  • Coastal flooding: $1.49
  • Drought: $3.48
  • Earthquake: $1.71
  • Heat wave: $8.16
  • Hurricane: $89.22
  • Riverine flooding: $66.05
  • Strong wind: $5.37
  • Tornado: $71.04
  • Wildfire: $8.26
  • Winter weather: $1.96
Louisiana ranked as No. 1 on the list with $555.55 per person. The state with the lowest expected loss per person from weather events was Ohio with only $63.89 estimated per person.


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This article originally ran on EnergyCapital.

Exclusive: Houston hydrogen spinout names energy industry veteran as CEO

good as gold

Cleantech startup Gold H2, a spinout of Houston-based energy biotech company Cemvita, has named oil and gas industry veteran Prabhdeep Singh Sekhon as its CEO.

Sekhon previously held roles at companies such as NextEra Energy Resources and Hess. Most recently, he was a leader on NextEra’s strategy and business development team.

Gold H2 uses microbes to convert oil and gas in old, uneconomical wells into clean hydrogen. The approach to generating clean hydrogen is part of a multibillion-dollar market.

Gold H2 spun out of Cemvita last year with Moji Karimi, co-founder of Cemvita, leading the transition. Gold H2 spun out after successfully piloting its microbial hydrogen technology, producing hydrogen below 80 cents per kilogram.

The Gold H2 venture had been a business unit within Cemvita.

“I was drawn to Gold H2 because of its innovative mission to support the U.S. economy in this historical energy transition,” Sekhon says in a news release. “Over the last few years, my team [at NextEra] was heavily focused on the commercialization of clean hydrogen. When I came across Gold H2, it was clear that it was superior to each of its counterparts in both cost and [carbon intensity].”

Gold H2 explains that oil and gas companies have wrestled for decades with what to do with exhausted oil fields. With Gold H2’s first-of-its-kind biotechnology, these companies can find productive uses for oil wells by producing clean hydrogen at a low cost, the startup says.

“There is so much opportunity ahead of Gold H2 as the first company to use microbes in the subsurface to create a clean energy source,” Sekhon says. “Driving this dynamic industry change to empower clean hydrogen fuel production will be extremely rewarding.”

In 2022, Gold H2 celebrated its successful Permian Basin pilot and raised early-stage funding. In addition to Gold H2, Cemvita also spun out a resource mining operation called Endolith. In a podcast episode, Karimi discussed Cemvita's growth and spinout opportunities.