Covario

Covario, Inc.

Company type	Private
Industry	Search marketing, digital marketing, SEO software
Predecessor	SEMDirector, Silicon Space, Inc.
Founded	2006 (2006)
Founder	Dema Zlotin, Curt Nelson, Russ Mann
Fate	Acquired by Dentsu Aegis Network and integrated into iProspect (2014–2015)
Successor	iProspect (agency division)
Headquarters	San Diego , United States
Area served	Global
Key people	Russ Mann (Chairman), Mike Gullaksen (Co-CEO), Jeff Johnson (Co-CEO), Claire Long (CFO/COO)
Products	SEO software and services, paid search campaigns, social media marketing, analytics, local search optimization
Owner	Private; acquired by Dentsu Aegis Network (agency division)
Number of employees	220+ (2014)
Parent	Dentsu Aegis Network (agency division)
Website	www.covario.com

Covario, Inc. was a search marketing agency and technology company based in San Diego, specializing in global search engine marketing solutions. The firm provided a range of software and services encompassing SEO, paid search campaigns, social media marketing, analytics, and local search optimization. Covario catered to diverse industries including technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods.

In September 2014, Covario was purchased by the Dentsu Aegis Network and subsequently integrated into iProspect, Dentsu’s performance marketing division, during early 2015.

History

Established in 2006 under the name "SEMDirector" by founders Dema Zlotin, Curt Nelson, and Russ Mann, Covario originated from their software consulting company Silicon Space, Inc. Initially concentrating on B2B search marketing solutions, SEMDirector specialized in PPC and SEO analytics software. The company rebranded to Covario, Inc. in 2008. By 2012, the organization divided into two segments: the Covario search marketing agency and the Rio SEO software platform.

In 2010, Covario expanded through acquiring Netconcepts, a firm known for its SEO automation software development. The Rio SEO division was launched in 2012 to focus on SaaS-driven SEO tools. That same year saw Rio SEO acquire Top Local Search to enhance local search optimization capabilities for national brands and businesses with multiple locations. This was followed by the purchase of Meteor Solutions to add social media advertising and analytics software to its portfolio.

Up until 2014, Covario operated a global SEO/SEM agency delivering content marketing services alongside Rio SEO’s development of automated SEO tools and social media platforms. The company earned OMMA’s Search Agency of the Year award three years running from 2011 through 2013, underscoring its strong industry presence.

In 2012, Forrester Research named Rio SEO a leader in the SEO automation space. Leadership adjustments took place in 2013 when co-founder Russ Mann assumed the role of chairman while Mike Gullaksen and Jeff Johnson were appointed co-CEOs alongside CFO/COO Claire Long.

On September 17, 2014, Dentsu Aegis completed the acquisition of Covario’s search and content marketing division, folding it into its iProspect performance marketing agency. Rio SEO continued to operate independently as a software company.

Tools

The Rio SEO unit within Covario offers software designed to automate and analyze search marketing efforts. It holds a U.S. patent titled "Centralized Web-based Software Solution for Search Engine Optimization." The product suite features tools for SEO analytics, keyword research, ecommerce website optimization without IT assistance, as well as local and mobile SEO solutions tailored for franchises, retailers, and local business operators. In January 2013, Rio SEO broadened its offerings by launching the SEO Social Media Suite along with SEO Social Advertising software that integrates social advertising functionalities.

Corporate affairs

With a workforce exceeding 220 employees worldwide, Covario maintained offices in cities including Chicago, London, Beijing, Tokyo, Singapore, Toronto, and São Paulo. Its clientele comprised Fortune 500 firms and Internet 1000 companies such as IBM, Intel, Nikon, Sony Pictures, and T-Mobile. The company raised $21.5 million in venture capital funding from investors like Voyager Capital, Dubilier & Co., and FT Ventures.

In September 2014, Japanese conglomerate Dentsu acquired Covario’s search and content marketing agency segment to merge it into its iProspect performance marketing business. Meanwhile, Rio SEO remains an independent operating entity within Covario’s corporate framework.

External links

• Marketing Automation Solutions