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

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Houston startup recognized for inclusivity on journey to commercialize next-gen therapeutics

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A new Houston biotech company won a special award at the 16th Annual SXSW Pitch Award Ceremony earlier this month.

Phiogen, one of 45 companies that competed in nine categories, was the winner for best inclusivity, much to the surprise of the company’s CEO, Amanda Burkhardt.

Burkhardt tells InnovationMap that while she wanted to represent the heavily female patient population that Phiogen seeks to treat, really she just hires the most skilled scientists.

“The best talent was the folks that we have and it ends up being we have three green card holders on our team. As far as ethnicities, we have on our team we have Indian, African-American, Korean, Chinese Pakistani, Moroccan and Hispanic people and that just kind of just makes up the people who helped us on a day-to-day basis,” she explains.

Phiogen was selected out of 670 companies to be in the health and nutrition category at SXSW.

“We did really well, but there was another company that also did really well. And so we were not selected for the pitch competition, which we were a little bummed about because I killed the pitch,” Burkhardt recalls.

But Phiogen is worthy of note, pitch competition or not. The new company spun off from research at Dr. Anthony Maresso’s TAILOR Labs, a personalized phage therapy center at Baylor College of Medicine, last June.

“Our whole goal is to create the next generation of anti-infectives,” says Burkhardt.

That means that the company is making alternatives to antibiotics, but as Burkhardt says, “We’re hoping to be better than antibiotics.”

How does it work? Bacteriophages are viruses that infect bacteria.

“You can imagine them as the predators in the bacteria world, but they don't infect humans. They don't affect animals. They only infect bacteria,” Burkhardt explains.

Phiogen utilizes carefully honed bacteriophages to attack bacteria that include the baddies behind urinary tract infection (UTI), bacteremia (bacteria in the blood), and skin wounds.

The team’s primary focus is on treatment-resistant UTI. One example was a male patient who received Phiogen’s treatment thanks to an emergency-use authorization from the FDA. The gentleman had been suffering from an infection for 20 years. He was treated with Phiogen’s bacteriophage therapy for two weeks and completely cleared his infection with no recurrence.

Amanda Burkhardt is the CEO of Phiogen. Photo via LinkedIn

But Phiogen has its sights set well beyond the first maladies it’s treated. An oft-quoted 2016 report projected that by 2050, 10 million people a year will be dying from drug-resistant infections.

“A lot of scientists call it the silent pandemic because it's happening now, we're living in it, but there's just not as much being said about it because it normally happens to people who are already in the hospital for something else, or it's a comorbidity, but that's not always the case, especially when we're talking about urinary tract infections,” says Burkhardt.

Bacteriophages are important because they can be quickly trained to fight against resistant strains, whereas it takes years and millions of dollars to develop new antibiotics. There are 13 clinical trials that are currently taking place for bacteriophage therapy. Burkhardt estimates that the treatment method will likely gain FDA approval in the next five years.

“The FDA actually has been super flexible on progressing forward. Because they are naturally occurring, there's not really a safety risk with these products,” she says.

And Burkhardt, whose background is in life-science commercialization, says there’s no better place to build Phiogen than in Houston.

“You have Boston, you have the Bay [Area], and you have the Gulf Coast,” she says. “And Houston is cheaper, the people are friendlier, and it’s not a bad place to be in the winter.”

She also mentions the impressive shadow that Helix Park will cast over the ecosystem. Phiogen will move later this year to the new campus — one of the labs selected to join Baylor College of Medicine.

And as for that prize, chances are, it won’t be Phiogen’s last.

Houston student selected for prestigious health care research program

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A Houston-area undergraduate student has been tapped for a prestigious national program that pairs early-career investigators with health research professionals.

Mielad Ziaee was selected for the National Institutes of Health’s 2023-2024 All of Us Research Scholar Program, which connects young innovators with experts "working to advance the field of precision medicine," according to a statement from UH. Ziaee – a 20-year-old majoring in psychology and minoring in biology, medicine and society who plans to graduate in 2025 — plans to research how genomics, or the studying of a person's DNA, can be used to impact health.

“I’ll be one of the ones that define what this field of personalized, precision medicine will look like in the future,” Ziaee said in a statement. “It’s exciting and it’s a big responsibility that will involve engaging diverse populations and stakeholders from different systems – from researchers to health care providers to policymakers.”

Ziaee aims to become a physician who can use an understanding of social health conditions to guide his clinical practice. At a young age, he was inspired to go into the field by his family's own experience.

According to UH, Ziaee is the oldest child of Iranian American immigrants. He saw firsthand the challenges of how language and cultural barriers can impact patients' access to and level of care.

“I think a lot of people define health as purely biological, but a lot of other factors influence our well-being, such as mental health, financial health, and even access to good food, medical care and the internet,” he said in a statement. “I am interested in seeing the relationship among all these things and how they impact our health. So far, a lot of health policies and systems have not really looked beyond biology.”

"I want everyone to have an equal chance to access health care and take charge of their well-being. We need to have the systems in place that let people do that,” he added.

Ziaee is already on his way to helping Houston-based and national health systems and organizations make headway in this area.

He was named as a student regent on the UH System Board of Regents last year, sits on the board of the Houston chapter of the American Red Cross, and is an Albert Schweitzer Fellow.

Last year he was a Centers for Disease Control and Prevention John R. Lewis scholar, for which he presented his research project about predicting food insecurity in pediatric clinical settings and recommendations to improve the assessment based off his summer research with the Johns Hopkins University School of Medicine and the Kennedy Krieger Institute.

Prior to this, he completed a 10-week guided research experience using data visualization and predictive modeling techniques to assess food insecurity in the Third Ward.

“I just took every opportunity that came to me,” Ziaee said. “All my experiences connect with my central desire to increase health access and improve health care. I am very intentional about connecting the dots to my passion.”

Earlier this year, three UH student researchers were named among 16 other early-stage research projects at U.S. colleges and universities to receive a total of $17.4 million from the DOE's Office of Fossil Energy and Carbon Management (FECM). The projects were each awarded between about $750,000 to up to $1.5 million.

Houston tech entrepreneur expands energy data co. in Europe, continues to scale

houston innovators podcast episode 229

The technology that Amperon provides its customers — a comprehensive, AI-backed data analytics platform — is majorly key to the energy industry and the transition of the sector. But CEO Sean Kelly says he doesn't run his business like an energy company.

Kelly explains on the Houston Innovators Podcast that he chooses to run Amperon as a tech company when it comes to hiring and scaling.

"There are a lot of energy companies that do tech — they'll hire a large IT department, they'll outsource a bunch of things, and they'll try to undergo a product themselves because they think it should be IP," he says on the show. "A tech company means that at your core, you're trying to build the best and brightest technology."

To Kelly, Amperon should be hiring in the same field as Google and other big tech companies that sit at the top of the market. And Kelly has done a lot of hiring recently. Recently closing the company's $20 million series B round last fall led by Energize Capital, Amperon has tripled its team in the past 14 months.

With his growing team, Kelly also speaks to the importance of partnerships as the company scales. Earlier this month, Amperon announced that it is replatforming its AI-powered energy analytics technology onto Microsoft Azure. The partnership with the tech giant allows Amperon's energy sector clients to use Microsoft's analytics stack with Amperon data.

And there are more collaborations where that comes from.

"For Amperon, 2024 is the year of partnerships," Kelly says on the podcast. "I think you'll see partnership announcements here in the next couple of quarters."

Along with more partners, Amperon is entering an era of expansion, specifically in Europe, which Kelly says has taken place at a fast pace.

"Amperon will be live in a month in 25 countries," he says.

While Amperon's technology isn't energy transition specific, Kelly shares how it's been surprising how many clean tech and climate tech lists Amperon has made it on.

"We don't brand ourselves as a clean tech company," Kelly says, "but we have four of the top six or eight wind providers who have all invested in Amperon. So, there's something there."

Amperon, which originally founded in 2018 before relocating to Houston a couple of years ago, is providing technology that helps customers move toward a lower carbon future.

"If you look at our customer base, Amperon is the heart of the energy transition. And Houston is the heart of the energy transition," he says.

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