Investing millions in Web sites or social content doesn't mean they will rise above all in search engine query results or become the top sharable piece among social and publisher sites. Marketers must optimize them. InboundWriter has begun working with enterprise companies to automate the optimization process, as an onslaught of new content makes search more difficult.
The company also plans to tap predictive analytics in an effort to help brands get found among the billions of Web pages indexed daily. The indexed Web contains at least 9.5 billion pages as of Nov. 15, 2012, according to Maurice de Kunder, who manages and authors the site WorldWideWebSize.
The tools and optimization model released Thursday aims to help enterprises improve the performance of online content, with management, measurement and objective analytics features. The move by the company follows others, like Resolution Media's Content Continuum and Covario's Rio SEO launching services and tools to support the space.
"We want to make content optimization as simple as spell check," said Skip Besthoff, InboundWriter CEO. "We can leverage analytics to know that a piece of content will or won't perform," he said. "We also can tell you the variance of a specific term that will perform."
The company has also announced it has raised $2.5 million in additional funding from existing and new investors to accelerate its expansion into the enterprise market. Existing investors Castile Ventures, Rho Canada Ventures, Formative Ventures and The Entrepreneurs' Fund III have contributed to the additional investment along with new investor, Crosslink Capital.
Brands realize useful content accelerates the progress of finding potential customers. In the recent Forrester Research report, The Forrester Wave: SEO Platforms, Q4 2012, analyst Shar VanBoskirk explains how SEO programs have become too large to manage manually.
Google, Bing and Facebook, along with publishers, now drive marketers to engage consumers with content. As SEO budgets grow, so do programs, VanBoskirk explains, but more pages to optimize means content to create, and more tasks to manage and measure. For example, real estate listings site Rent.com tracks about 1,000 -- up from 150 -- in less time with an SEO platform versus manually.