In today’s business landscape, enterprises are not just businesses — they must also be a brand. A brand is a marketing and business concept that covers different elements that distinguish a particular company, organization, or individual. It is what helps audiences recognize your company and everything you stand for.
Establishing a brand requires a comprehensive strategy. Brand building involves a wide range of services and practices. For this reason, brand building can be challenging for many businesses, especially newer enterprises that aren’t as familiar with the current landscape.
Common brand-building strategies involve developing an in-house team, working with a PR agency, or contacting individual publishers. While these could give you tangible results, they can be extremely costly and time-consuming.
This is where companies and platforms like SearchEye come in. This relatively young Toronto-based startup provides an affordable yet effective alternative to securing links and brand mentions from thousands of reliable publishers.
What is SearchEye?
Photo from SearchEye.io
SearchEye is an up-and-coming B2B platform that helps develop connections and collaborations between individual businesses and publishers, which result in brand mentions and good PR.
Brand mentions are vital to establishing one’s authority in online spaces. They are particularly beneficial for boosting a brand’s search engine rankings, which can attract new and larger audiences.
Through SearchEye, brands can benefit from brand mentions, and publishers can access high-quality, well-researched content to add to their websites.
The team behind SearchEye understands that no two businesses have similar brand-building requirements, especially with different business goals across various industries. For this reason, the platform is designed to be as user-friendly and transparent as possible.
The SearchEye app operates similarly to an e-commerce platform. Businesses could browse the different deliverables, order them, and expect fulfillment within a specific timeframe.
This easy process allows companies new to brand building or skeptical about the strategy to dip their toes into the water and experience its benefits. It is also more cost-effective and flexible, allowing organizations to pace their brand-building efforts to suit their needs and resources.
This B2B provider has been in operation for over five years. Since they started, they have worked with businesses and organizations across various industries, such as agencies, e-commerce websites, large companies, law firms, and affiliate sites.
Exploring the Platform
The SearchEye platform provides a user-friendly experience for new and existing users. Their website selection covers products and services that could significantly aid any brand-building strategy.
Clients can explore the following services to facilitate better collaboration between businesses and publishers.
Legitimate link building is essential to boosting any organization’s search engine rankings. Earning and creating links across different pages all over the internet adds to your site’s credibility, especially when they come from credible publishers.
However, doing this process yourself can be incredibly time-consuming, putting a significant dent in your company’s resources.
Working with SearchEye helps ease the load and provides your firm access to their network of reliable, high-quality websites that fit your niche. Their “3pm Links” newsletter also delivers daily opportunities directly to your inbox.
Quotes and brand mentions
SearchEye can help you integrate quotes and brand mentions seamlessly into publishers’ content. These elements allow you to showcase your company’s expertise and authority on specific topics while gaining exposure through the publisher’s base audience.
Aside from establishing your brand’s authority, it can bolster brand recognition among audiences. SearchEye simplifies the outreach process, making it easier for your brand to gain relevant and quality exposure.
Full feature interviews
What’s a better way to showcase your brand than to have an article or interview dedicated to discussing what you can do and offer? SearchEye can give you just that.
With their team of journalists and writers, SearchEye can help you secure full features on well-known websites like Vimeo, AT&T, and many more. They can help ensure your brand gains visibility and reaches the right audiences, establishing you as an industry leader.
Podcast and social media mentions
SearchEye is working on new features offering brand mentions on renowned podcasts and social media platforms to boost their client’s brand visibility and reputation.
According to Edison Research’s The Infinite Dial, 64 percent of the United States population listened to podcasts in 2023. This figure covers an estimated 183 million individuals. In the same vein, there were over 4.26 billion social media users worldwide in 2021.
Getting your brand mentioned on these podcasts and social media platforms would expose your brand to broader audiences and increase brand awareness.
How It All Works
What makes SearchEye so efficient and effective? It all lies in the tech.
The SearchEye platform utilizes an exclusive AI recommendation engine to make it easier for brands and publishers to secure quality brand mentions and partnerships. This way, clients could reach their target audience, depending on their industry.
Clients don’t need to scour the internet for suitable, high-quality publishers manually. SearchEye’s AI recommendation engine makes suggestions relevant to a client’s interests. The platform has forged partnerships with well-known sites like Vimeo, AT&T, and American Express, ensuring clients receive quality brand mentions to aid their strategies.
Should any of their clients have inquiries or concerns about their orders, the SearchEye team offers round-the-clock support. Their team is highly committed to providing quality customer service to make using the platform as easy and stress-free as possible.
With SearchEye’s proprietary AI technology and dedicated customer support, clients can expect quality assistance with their brand-building strategies and achieve their company goals.
Image by SearchEye.io
SearchEye’s Early Days
SearchEye was founded by Chris Porteous, who, surprisingly, did not start in marketing. He began his career in finance, having worked at UBS Securities, Goldman Sachs, and DBRS before he began to explore the world of marketing and brand building.
He started the company to provide quality yet affordable marketing and brand-building services to businesses of all sizes. It began as an agency, delivering content and consultation services to various clients. The startup gained significant success from its operations, but Porteous knew he could do more.
Instead of operating solely as an agency, Porteous had the idea of establishing SearchEye as a tech-driven platform for brand mentions and other digital marketing needs. This became a significant challenge, especially as he funded the entire venture out-of-pocket and through his existing consulting services.
Still, he worked with software developers and experts worldwide to work on the platform’s technical backbone. Ensuring the platform was viable was one of the team’s main challenges during its earliest stages. Before launching the SearchEye platform for client use, the team used it to fulfill their current orders. Through this process, they could identify and fix bugs as they came.
Growing the Company
A few years into its operation, SearchEye developed software and internal systems that made accomplishing deliverables easier and more consistent. These practices have led to the team’s further growth.
One of the most significant ways the team has grown since then is the addition of current chief operating officer (COO) Christian Thurston. He saw great promise in SearchEye’s products and processes and joined the team.
Through Porteous and Thurston’s leadership as CEO and COO, respectively, SearchEye has grown to a team of over 50 employees worldwide.
Transitioning from agency to platform was challenging, but the team accomplished this through their existing connections.
Running an agency for over five years has given SearchEye many existing clients who are currently satisfied with their services. Instead of launching a flashy launch and marketing campaign, SearchEye decided to onboard their existing clients onto the platform.
As a young company, funding is still one of the most important considerations for keeping things running. Porteous is going back and forth between fundraising and bootstrapping to gain resources. With such a promising business concept, having control over the platform and the current direction of the business is still one of their biggest priorities.
Lessons and Advice
Bootstrapping a brand-building tech company has been challenging for the SearchEye team. However, the company has enjoyed significant growth and success through intelligent investments and operational strategies.
As a young company, the SearchEye team continuously adds new features and improves the platform while maintaining agency clients and service offerings.
Quality products and services are the main priority for SearchEye. Clients will likely leave dissatisfied without a quality end product and look for other solutions.
“Ultimately, it really comes down to delivering on product expectations to the end-user. If we can drive faster turnaround times while keeping prices low and the overall product quality consistent, there is very little reason to switch to another provider. We’re obsessed with product and customer satisfaction,” said CEO Chris Porteous.
Another critical piece of advice the team lives by comes from Facebook founder Mark Zuckerberg: “Move fast and break things.”
While planning, strategy, and analysis are essential, too much can lead to paralysis. Acting decisively and taking opportunities as learning experiences are core values for the SearchEye team.
Onwards and Upwards the SearchEye Way
Launching and running a one-of-a-kind tech platform took work for the SearchEye team and its leaders. However, an emphasis on quality and client satisfaction, along with a hardworking and innovative team, has helped this startup succeed rapidly and consistently.
The platform’s revolutionary approach has set high standards in the industry. It wouldn’t be surprising that many agencies and consulting firms would adopt a similar strategy. In the meantime, SearchEye will continue to provide quality products and services to hundreds of clients worldwide.