The Next Multi-Billion Dollar Industry Is Just Starting To Bloom

By Melanie Appleby

Ashutosh Garg and Raj De Datta met at the right time. Garg, working at Google on their search engine quality team, recognized that the consumer’s experience using web searches could be improved upon if the web businesses would provide better quality data on their products, services and content on their website.

Nvate BloomReach SEO Web Relevance Engine Big Data by Raj De Datta and Ashutosh Garg

When the consumer searches the Internet with the intention to buy something in particular, Google tries to make the search as easy as possible. On the flip side, businesses selling their products on the Internet have the same interest as the consumer—to ensure their products, services and content reach the consumers who are looking for it. This second need was discovered by De Datta, a businessman, through his work with web marketers.

These two problems represent two sides of the same coin and require only a single solution. To solve these problems offers an attractive investment opportunity, or so Garg and De Datta thought when they formed BloomReach, offering the first Web Relevance Engine, and trying to redefine search engine optimization or SEO.

What is the Web Relevance Engine?

As detailed on the company’s website, the idea behind the Web Relevance Engine is to make the most valuable and relevant information as accessible as possible to the consumers who are looking for it. This is done by employing big data marketing applications powered by the Web Relevance Engine. But what are big data marketing applications and how does BloomReach’s product make any of this possible? Let’s begin with the basics—big data.

Big Data: Helping Companies Increase Traffic to their Sites

Big data, simply put, is exactly what it sounds like—a large set of data. Advancements in technology has allowed data to accumulate at faster rates, from more sources, and in more detail. A company’s information technology department is not capable of mulling through such large amounts of data and so opportunities for competition are lost. This is where BloomReach comes to the rescue.

The BloomReach JavaScript widget is placed on the company’s web page to mine through the website and collect information—or data—on the products, services and/or content. This data is then sent to the Web Relevance Engine and inputted into an algorithm to decipher demand for these products, services and/or content on the entirety of the web. The engine stays up to date with changes in consumer intent and changes in the company’s offerings. BloomReach’s product also offers additional services and benefits to the company that span from marketing research to user experience recommendations. A tool such as this one allows the company to increase site traffic and, therefore, revenues.

How the Web Relevance Engine Improves Search Engine Optimization

Nvate BloomReach SEO Web Relevance Engine Big Data by Raj De Datta and Ashutosh Garg

How sites are typically laid out.

Nvate BloomReach SEO Web Relevance Engine Big Data by Raj De Datta and Ashutosh Garg

An example of how BloomReach changes the flow of a site.

Currently, the manner in which a website is displayed in a search engine is not as efficient as it can be. In terms of SEO, after applying BloomReach’s product, the company’s website has improved link structure, visible content, and landing pages, which means several things.

First, pages are now linked within the website in terms of relevance, not hierarchy. Second, the content is made more visible to search engines by changing the way the content is programmed to be read by these search engines. Third, BloomReach changes the way websites create category pages, which translates to more relevant web pages being linked to the search engine.

BloomReach’s Clients and Potential Growth

Thus far, given that the company and its idea is still young, feedback has been predominantly positive. BloomReach’s head of marketing told Wired that their “clients experience an increase in visitors in the first month and over the course of the year, new natural search traffic grows 92 percent on average.”

Right now, most of BloomReach’s customers consist of e-commerce companies, such as Crate & Barrel online, ModCloth, and Drugstore.com. Wired observed that because users are increasingly treating search engines, such as Google and Bing, as the only pathway to their desired web destination—as opposed to navigating directly to the website—BloomReach’s product will only see greater demand going forward.

A simple search on Google for “BloomReach big data” makes clear that venture capital firms are pouring money into the company, but—more generally—big data startups. TechCrunch predicted that the data infrastructure must change to accommodate an increased amount of data that is able to be collected. Gartner Research stated that big data will be the root of $232 billion of IT spending in 2016. The opportunities going forward are immense for startups looking to profit from this phenomena—such as BloomReach—and companies looking to improve upon their products or services.

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