UpCity offers Pathway, an education-focused, learn-as-you-go inbound marketing platform that helps small businesses get free web traffic and convert it to revenue. The platform uses game mechanics to reward clients for completing tasks and improving rank and traffic, and includes education tools and commentary. Planned enhancements funded by the latest round include additional video tutorials and an Ask an Expert area. Pathway is available as a self-directed DIY solution or as a full-service Do-It-For-Me offering, and is available to reseller channel partners as a white-label solution. Founded as DIYSEO in 2009 and led by CEO Dan Olson, UpCity targets small and medium-sized businesses. The company has raised approximately $4m to date and is using the new funding to further develop product features and educational resources. DIYSEO provides a semi-automated, customized SEO tool aimed at small businesses with limited budgets and time. The product asks users to complete a questionnaire and then recommends keywords, link placement, and SEO techniques; users can choose basic or more in-depth strategies. The service is offered at $49 per month and targets customers such as real estate agents, small car dealers, restaurants, lawyers and part-time entrepreneurs who typically have around $500 budgets and ~25 man-hours per year for online marketing. The company completed a private beta that received positive reviews for ease and simplicity and has now launched publicly. DIYSEO was founded by Patrick Gavin (founder of Text Link Ads, acquired by Media Whiz in 2007) and has brought on Dan Olson as CEO, a paid-search veteran who helped create Performics (acquired by DoubleClick and later involved in transactions with Google and Publicis). The company will compete with a range of SEO and search-marketing firms, including Conductor, Marin Software and Kenshoo. DIYSEO is launching to provide affordable, semi-automated yet highly customized SEO services aimed at small businesses. The company is led by Patrick Gavin, founder of Text Link Ads (acquired by Media Whiz in 2007). DIYSEO is targeting customers with very limited resources — businesses that can only budget about $500 and dedicate roughly 25 man-hours per year to online marketing. Target segments called out include real estate agents, small car dealers, restaurants, and part-time entrepreneurs. The startup has raised $500,000 in seed funding from angel investors to build the product. It enters a crowded, competitive SEO market with incumbents like Conductor, Marin Software, and Kenshoo and notes a broader push among providers to offer cost-effective options amid a declining economy.

Total raised

$4M

Funding rounds

3

Latest round

Equity

Latest activity

Jan 2013