Enquisite seeks to increase the organic search traffic of a website. It fills the gap of the SEO market that lacks good metrics. I've recently seen a sprouting of SEO technology solutions whether analytics or automating optimization, so this is another entrant into this growing space. Here is a description of their solution:
"We offer an unprecedented level of rich, deep, automated keyword potential analysis and detailed segmentation that allows SEO practitioners to achieve orders of magnitude higher degree of organic search optimization. Algorithms take into account multi-variable optimization potential, not just query volume.
Bounce rate. Time on site. Actions. Conversions. And a host of other variables are woven into our optimization technology. It ensures that you spend your time and energy on optimizing the high potential keywords, not the ones that don’t matter."
Richard Zwicky is the Founder and President. He came up with the idea to create an algorithm that predicts consumer search behavior. Enquisite's technology seeks to predict who is most likely to buy a product, and then aggregates this data in a formula for pricing organic search results.
Mark Hoffman is the Chairman and CEO, who I assume Enquisite's investors brought in and a big catch for the company. As you may know, he was the Founder and CEO of Sybase and Commerce One, which were both billion dollar companies. Most recently he was CEO and President of Everdream, a software-as-a-service (SaaS) desktop management provider, which was acquired by Dell.
It will be interesting to see how effective their technology and analytics are, and how it will affect the SEO market. While their literature states it's for SEO practitioners, I assume it will be a threat to traditional SEO agencies and consultants. If you have the tools in-house with a decent marketing team, why would you need to outsource out your SEO effort? Enquisite is one of a few new companies that seeks to open the curtain behind the wizards of SEO. Let's see how this plays out.