Didit has acquired SEO, social and comparison shopping engine management company Inceptor from SuperMedia (formerly Verizon Information Services). The deal will result in the two remaining standalone brands, while incorporating their complementary offerings into each platform.
Didit co-founder Kevin Lee has become CEO of both Didit, out of Mineola, New York and the Boston-area Inceptor. Lee spoke with Search Engine Watch about his plans for both brands.
“Inceptor have been autonomous, operating without a CEO,” Lee said. “They are specialists in comparison shopping engine feed management, in addition to SEO and social media. We have no plans currently to merge into one company and will continue operating both brands with added functionality and services for both.”
This acquisition is particularly interesting, as it marks Didit’s re-entry to SEO. Didit stopped offering SEO as a service in 2002, instead focusing their energies on the Maestro bid management platform. At the time, it was leased out as a standalone technology, but changed over to a managed SaaS offering in 2005.
“We felt now was the right time to get back into SEO and this was a great way to do it, to hit the ground running with a great team from Inceptor,” Lee said. “Now, being a one-stop shop for search is the better position for Didit.”
Their foray back into SEO as a service may surprise some. Lee’s fellow co-founder and Didit President, Dave Pasternack, famously panned SEO back in 2007 in a lengthy exchange with several industry personalities in what will forever be known as “The SEO Is Not Rocket Science” debate.
With this grouping of technologies, Maestro will continue as a managed technology, with the addition of SEO, CSE feed management, and social media services.
Inceptor clients will also benefit from the incorporation of Maestro’s bid management technology. More clients are asking for a combination of managed services, all under one roof, Lee said. They expect their SEO, social media, and paid search campaigns to work together and this is better accomplished under the management of one company.
Changes to Google Shopping also helped instigate the deal. “Between now and the end of October, Google will finish moving to a paid model for Product Listing Ads. Marketers can’t just have a partial feed anymore,” Lee said. “You have to choose which products to include in the feed.”
Inceptor’s team have supported clients in dozens of comparison shopping engines, making this investment a timely one for Didit.
The acquisition brings the total headcount between the two brands to almost 100 and both offices will continue operating in their respective locations, for the time being. Didit clients should have access to Inceptor’s technology by the end of September.
Didit are also entering the big data arena and are currently beta testing a new standalone technology-only offering they plan to release this fall. Lee said it “leverages the intersection between search engine marketing and big data.”
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