(photo credit: Courtesy)
If you work online as an editor or content manager these days, you may
find yourself wondering whether you’re writing for other people or for
the bots inside the Internet. The answer gets fuzzier and the lines
blur as corporate assets, news items or your blog grow year by year.
Some sites comprise millions of pages.
There are numerous tips and tricks that every writer and content
manager can use to make sure that Google and other search engines “see”
their content, services and products. However, at some point the
content invariably becomes unmanageable and probably doesn’t receive
the traction that it should.
That’s where Israeli start-up RankAbove comes in. Founded in 2007, the
company has developed a platform called Drive that helps Web sites
manage content ranging from 1,000 to millions of pages.
Drive uses predictive modeling and artificial intelligence to advise
you on how small changes to your site will affect your SEO (Search
Engine Optimization). It can also take a look at your competitors’
sites to see how you compare.
The young crew of 12 based in Jerusalem not only created an idea but
also turned it into a product and service “to bootstrap ourselves,”
says RankAbove founder and CEO Mayer Reich, 31, who moved to Israel
from New York City in 2003.
Seeking an investment of $2 million, RankAbove is already working with
major companies such as Target, AOL, 1-800-Flowers and Yahoo, which are
all testing its software. “They contacted us,” says Reich.
“We mostly work with big companies but also work with smaller companies
from time to time. Large Web sites usually have a hard time, whether
it’s from an IT site, from how developed the site is or the amount of
new pages to be managed and optimized,” says Reich, referring to a
study conducted recently by Sempo, a search engine marketing firm that
came to a shocking conclusion: A full 100 percent of the Fortune 500
companies have a failing grade in search engine optimization.
The reason for this is that people and companies are creating content
faster than they ever had to in the past. They have to focus on
marketing initiatives, Reich explains, adding that most Web sites still
have a hard time driving traffic back to their sites.
“They might be driving traffic to [the site] from all sorts of
marketing methods, but they have limited scope and knowledge of SEO;
and more often than not, they don’t know how to bring an ROI to the Web
site,” says Reich.
RankAbove, which has two main competitors in the field – New-York based
Conductor and San Diego company Covario – dives deep into the site,
licensing its technology with fees starting at about $1,000 per site.
“We would license the technology – technology for an SEO team or agency
– that might be doing SEO for a company,” says Reich. It takes only
about 30 seconds for the integration to take effect.
RankAbove’s staff ensures that companies are not wasting money on
creating or promoting content. The company digs through a Web site by
page, as well as by category. It can also integrate third-party
analytics platforms to see where revenues are coming in or leaking out.
“Our solution is the only scalable, quick to implement solution. It
takes just a few minutes to get up and running,” claims Reich. “We have
also created the only solution in the market that can handle a 100-page
Web site or a 30 million-page site.”
Since every hit counts, RankAbove helps companies prioritize where to
spend money to make their Web site work well with search engines so
their site will make it onto the first page of Google. It provides
companies with a very specific breakdown by examining site names and
pointing out duplications. It also analyzes which keywords work best
and where more should be placed.
“It could tell you where to place the words and on what pages to find
the most appropriate place for these keywords and how to build your Web
site – to make sure it’s prominent,” says Reich, who points out that
there are about 65 elements that need to be optimized on each page of
content, which is well beyond the scope of what any content manager
Today, RankAbove is advising companies about where problematic areas
lie and how their SEO can be improved. Over the next 12 months, the
company plans to integrate automatic uploads into its system so that
titles, keywords, tags and as many SEO details as possible can be added
automatically. – www.israel21c.org