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Search - Wednesday, April 29, 2009

Organic Search Marketing Firm Conductor Raises $10M

NYC-based Conductor, which sells SEO measurement and optimization to large agencies and Fortune500 clients, has raised $10M in Series A funding. Matrix Partners led the round, and was joined by return backer FirstMark Capital.

We are on-board with the company's story that companies and agencies poor too much money into SEM (buying clicks from Google) rather than working on getting links to their site which would improve their search rank and in turn get them free clicks. Online only firms have understood the game for years but apparently folks without online DNA are just coming around to it, making Conductor a primary beneficiary.

Conductor charges clients in at least a couple of ways. It will approach publishers on behalf of its corporate clients and seek out in-bound links. Conductor will then offer analytics to help its clients understand their traction, goals and benchmarks vs. their peers.

For publishers the pitch is that they need to put links to corporations below the fold, in a way that is additional income but that does not compete with Adsense or other ad providers.

The startup is led by Seth Besmertnik who had launched the company as LinkExperts in 2005.

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