Botify helps brands bridge the gap between their website and search engines to get the most out of their online presence.

When it comes to running a successful company nowadays, it’s hard to overstate the importance of search engine optimization, or SEO — the process that draws traffic to your website when people Google something. In fact, last year, businesses spent about $47 billion on SEO-related services, and the market is expected to be worth more than $103 billion by 2025.

Botify, a software startup helping businesses turn organic online searches into increased revenue, is in a position to take a big bite out of this burgeoning industry thanks to a fresh $55 million funding round. The Series C was led by InfraVia Growth, with participation from Bpifrance’s Large Venture fund, Eurazeo and Ventech, and will be used to scale the company’s operations amid increasing market demand.

Prior to developing Botify, French entrepreneur Adrien Menard was heading a large marketing agency in Paris. While there, he says he realized that an average of 50 percent of its website was ignored by sites like Google and Bing, meaning the agency was losing big opportunities to drive traffic and revenue. So, he teamed up with co-founders Stan Chauvin and Thomas Grange to figure out a way to help big companies drive incremental traffic and revenue from these search engines.

Botify does this with three different products. The first is Botify Analytics, which collects and analyzes data from every phase of the search process. The second is Botify Intelligence, an AI-powered engine that uses the data from the analytics product to provide recommendations on ways to not only protect the traffic a company already has, but also grow it. Finally, there’s Botify Activation, which turns all this data and insight into actions automatically, allowing companies’ SEO teams to focus their efforts on other tasks. These tools, coupled with Botify’s strategic partnerships with platforms like Google Cloud, Salesforce Commerce Cloud and Microsoft’s Bing, gives users what they need to get the most out of their online presence.

What Botify says sets the company apart from its competitors is its ability to help companies make their site organically searchable on sites like Google, without any of the tricks typically needed to maintain a high SEO ranking. At the end of the day, Menard says, organic traffic is more sustainable and generates more revenue, which is why Botify is so attractive.

“Organic search marketing represents, on average, about 70 percent of the online traffic and revenue that our customers are doing, so organic search is very important for them and they are going to evaluate Botify on our capacity to support their growth in the revenue coming from the search engines,” Menard told Built In. “[With Botify], they are going to equip their teams with the capabilities to analyze, decide and implement their organic search strategy much faster than if they don’t use Botify.”

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