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

Meet INK

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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New manufacturing facility breaks ground at NASA’s Johnson Space Center

making space

HITT Contracting has broken ground on NASA’s Applied Spaceflight Fabrication Facility (ASFF) at Johnson Space Center, the Washington, D.C.-based construction firm announced late last month.

The project, known as Building 70, will house a high-bay machine shop to support component production for future NASA space missions, according to HITT. The 37,625-square-foot building is the first part of a larger goal to create an engineering complex that unites assembly space, lab capabilities and manufacturing at JSC. It will consolidate machining equipment and operations that are currently spread across multiple campus buildings into one location.

The project broke ground in October at JSC’s Historic District. The Houston Business Journal reports construction is expected to wrap in August of 2028.

“This project will modernize facilities that support America’s space missions,” PJ Ross, chief financial officer at HITT, said in a LinkedIn post. “Proud of our team and partners as we begin construction that will advance aerospace testing and innovation.”

HITT Contracting is one of seven companies awarded infrastructure contracts by NASA earlier this year for work at JSC. According to NASA, the construction contracts “[support] up to $300 million in upgrades to mission‑support facilities, utilities, and equipment across the NASA Johnson campus.”

Construction Drive reports that HITT will also renovate Building 13 South on the JSC campus as part of the $300 million initiative.

“Building for precision manufacturing starts with understanding how the space needs to perform,” Todd Hudson, vice president at HITT Contracting, added in the release. “Our team brings the technical expertise and collaborative approach to deliver a facility that meets the Johnson Space Center’s needs today and supports the next generation of spaceflight innovation. We’re proud to continue our partnership with NASA.”

NASA also recently announced awards as part of its expanded Moon Base exploration, science and infrastructure capabilities. Houston-based Intuitive Machines and seven other spacetech companies, including SpaceX, Blue Origin and Firefly Aerospace, were selected to receive funding.

The awards are part of the next phase of NASA’s CLPS (Commercial Lunar Payload Services) initiative, which will grant the companies a combined total of up to $10 billion over 10 years.

Intuitive Machines and Webster-based MEI Technologies were also awarded contracts this past summer from NASA to develop robots for exploring the surface of Mars. Read more here.

Meet 6 mentors guiding Houston’s next generation of startup founders

meet the finalists

Houston’s thriving startup ecosystem is supported by a network of experienced leaders who work behind the scenes, investing their time and knowledge to help the next generation of entrepreneurs succeed.

As part of the 2026 Houston Innovation Awards, the Mentor of the Year category will honor an individual who dedicates their time and expertise to guide and support budding entrepreneurs. They support promising startups in the medical tech, digital health, clean energy, hardware sectors and more.

Read more about these businesses, their founders and their breakthrough technologies below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Al Danto, Rice University

Al Danto is a senior lecturer in entrepreneurship at Rice University. He mentors undergraduate and graduate students at Rice and through the university's Liu Idea Lab for Innovation and Entrepreneurship (Lillie). He's also involved in the Houston Entrepreneurs Organization and Rice Veterans' Business Battle.

"[Mentoring] is very rewarding and fulfilling," Danto says. "[It] helps to me to pay back full circle over the incredible mentors I have had."

Eric Rubenstein, New Climate Ventures

Eric Rubenstein is managing partner at New Climate Ventures. He mentors startups through the clean energy-focused early-stage VC firm and also through the Breakthrough Energy Fellowship, Activate, Greentown Labs and Yale Ventures. Rubenstein has worked with numerous startups and Innovation Awards finalists, including Solidec, Rheom Materials, Bairitone Health, Pattern Materials and many others.

"Being a mentor is an important part of an innovation ecosystem," Rubenstein says. "Seeing founders succeed is rewarding, particularly if what they are building will meaningfully contribute to society. It is a way to give back that also builds community, as mentorship often involves introducing founders to other mentors, to potential investors and to potential customers. Just like the adage 'it takes a village' is used in reference to raising a child, the same adage applies to building a startup. That’s why we say 'let’s build.' Let’s build is inclusive because we do it together, as a community, even if the founders need to execute on a daily basis to make their vision a reality."

Jeremy Pitts, Activate

Jeremy Pitts serves as managing director of Activate Houston, which launched in Houston in 2024. He was one of the founders of Greentown Labs in the Boston area and served in a leadership role for the organization between 2011 and 2015. Through Activate, he has mentored numerous impactful startups and Innovation Awards finalists, including Solidec, Coflux Purification, Bairitone Health, Newfound Materials, Deep Anchor Solutions and others.

"Mentorship to me is all about selflessly supporting a person," Pitts says. "The person comes first--if you're not supporting the person, then their business needs don't matter. I'm there not to answer questions for people, but to help them gain the confidence and the capability to solve problems on their own. I am successful when my mentees are successful and happy, regardless of what their personal definition of success might look like."

Joe Alapat, Liongard

Joe Alapat founded and serves as chief strategy officer at Houston software company Liongard. He founded Startup Circle Houston and co-hosts Cybersecurity Circle, which both meet regularly at The Ion. He participates in Mercury Fund Day and has also mentored through Impact Hub Houston. He's worked with founders of FlowCare, Unytag, STEAM OnDemand, Lokum and many other early-stage startups.

"I compare being a mentor for startup founders to the Montessori method. ... Mentoring should not involve telling a founder what to do," Alapat says. "I see it as a founder whisperer approach that seeks to challenge the founder to think through their journey through different lenses and go on a journey of self-discovery while discovering the true market pain they are seeking to solve. The cherry on top is that the mentor gains as much as the mentee, so learning is happening for both. Ultimately, the meter of achievement with mentoring is seeing visible progress with the maturity of the founder and the degree of traction for their startup."

Kyle Judah, Rice University's Liu Idea Lab for Innovation & Entrepreneurship

Kyle Judah is the executive director of Lilie, where he mentors pre-seed student startups. He also mentors through organizations like TEX-E, Greentown Labs, Activate and previously with MassChallenge. Some of the startups he's mentored include Helix Earth Technologies, Tierra Climate, Solidec, HexaSpec, SteerBio and many others.

"[Being a mentor] means helping to ensure that the most people possible have the best shot possible at making their company a successful reality," Judah says. "It means, at its root, opening the aperture for what is possible for people, by believing in them before anyone else even understands what their ambitions are. Because belief is the most infectious thing in the world. And before digging into the work in the trenches, most times founders need to kickstart their journey by having someone from the outside believe in them, when there's no real evidence to support that belief. So I guess, mentorship is a pure form of entrepreneurial faith."

Rachel Bickham, Bickham Services Unlimited LLC

Rachel Bickham is CEO of Bickham Services Unlimited, through which she mentors founders across a range of business stages and industries. She founded the organization in 2017. Bickham also mentors through The Affirmed Entrepreneur, a mentorship platform that she also launched. In 2024, she also began mentoring through the Goldman Sachs One Million Black Women: Black in Business program. Some of the startups she has worked with included Elaine Transportation, Nakira's World and NP Skills Made Easy, among others.

"Being a mentor means helping someone see what is possible while being honest about what it will take to get there," Bickham says. "It is not about giving generic advice or telling entrepreneurs what they want to hear. Sometimes mentorship means offering encouragement, and sometimes it means asking difficult questions that help someone avoid an expensive mistake. In both situations, my responsibility is to listen, share what I have learned, and help the entrepreneur make an informed decision. ... Being a mentor also means opening doors when I can—making introductions, inviting entrepreneurs into rooms they may not have entered on their own, and helping them build relationships that can change the direction of their businesses. It also means holding them accountable for what they said they wanted to accomplish. I do not measure successful mentorship by how often someone returns to me for an answer. I measure it by whether they become more confident, more strategic, and better equipped to make decisions on their own."

3 Houston incubators and accelerators fueling the growth of local startups

Meet the finalists

It takes a village to launch a business. That's where Houston's network of incubators and accelerators can step in, providing the resources, mentorship and community needed to push a fledgling company forward.

As part of our 2026 Houston Innovation Awards, the Incubator/Accelerator of the Year category honors a local organization that is championing and fueling the growth of Houston startups.

Three incubators and accelerators have been named finalists for the 2026 award. They support startups ranging from hard-tech companies to food and youth concepts.

Read more about these organizations below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Activate

Hard tech incubator Activate supports scientists in "the outset of their entrepreneurial journey." The Houston hub was introduced in 2024, and joins others in Boston, New York, and Berkley, California—where Activate is headquartered. It named its third Houston cohort this summer.

The two-year program graduated its first class of Houston fellows in 2026 and saw its first alumni IPO from Houston-based Fervo Energy, which previously participated in a Berkley cohort. Nationally, it has supported 346 fellows and 276 companies since 2015. Those companies have raised more than $6 billion in follow-on funding, according to Activate. In Houston, it has supported Houston startups like Solidec, FlowCellutions and Orbital Arc. Activate Houston is led by managing director Jeremy Pitts, who co-founded Greentown Labs in Boston. It is based out of the Ion.

Impact Hub Houston

Impact Hub Houston supports early-stage ventures at various stages of development through innovative programs that address pressing societal issues. The nonprofit organization supports social impact startups through mentorship, connections and training opportunities.

There are more than 110 Impact Hubs globally with members spanning 72 countries. Launched in 2018, Impact Hub Houston says its membership tripled by the beginning of 2026. This year brought major milestones for the community, including the launch of its Ideas to Impact Accelerator, which supported 11 founders across the health, education, food systems, civic technology and workforce development sectors. It also received funding from more than 20 international Impact Hubs to develop SYNC, a collaboration platform that 25 Impact Hubs across five continents have committed to pilot. The organization has worked with local startups including Myoviva Health, The Change Lab and INNERVERSE Inc.

MarMo Innovation

Galveston-based business incubator MarMo Innovation is focused on removing barriers to entrepreneurship. It aims to provide affordable space, education, mentorship, market access, connections and real-world opportunities that help entrepreneurs move from idea to launch to sustainable growth. The "industry-agnostic" incubator was founded in 2022 and is led by Executive Director Erica Delgadillo.

This year, the organization moved from primarily serving as a coworking and community space into a more comprehensive entrepreneurial incubator by expanding its MarMo Market, MarMo Market Jr. and Lunch LineUp programs. A major focus for MarMo is food entrepreneurship. It is developing an Incubator Kitchen, which MarMo says will support programs like its Cottage to Commercial Bootcamp and Food Biz 101. The organization also expanded its board this year and says it is diversifying its revenue through memberships, events, markets, equipment and space rentals, sponsorships, grants and new entrepreneurial programming.

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