NEWS13 January 2010

Analytics firm Covario acquires SEO specialist Netconcepts

M&A North America

US— Covario, a provider of interactive marketing analytics software and services, has acquired search engine optimisation (SEO) specialist Netconcepts as it looks to claim a bigger slice of a market worth an estimated $2.5bn.

Covario plans to integrate Netconcepts’ GravityStream technology into its SEO consulting practice and Organic Search Insight software, the combination of which is intended to help advertisers quickly identify and deploy SEO strategies that drive better rankings for their websites, said Covario CEO Russ Mann.

Forrester Research had estimated that US advertisers would spend $2.5bn on SEO in 2009, with that figure doubling by 2014.

Netconcepts founder Stephan Spencer said: “Advertisers who have constraints on their web development teams, usually due to underfunding of IT departments, need to build websites that are well optimised for the global search engines.”

Spencer launched Netconcepts in 1995 and clients include online retailers Cabela’s, Northern Tool, Deckers, Woolrich and Builder’s Square.

Post-acquisition, the combined company – trading as Covario – boasts nearly 100 clients across the high tech, financial services, ecommerce, consumer goods and electronics and media industries, among others.