Bruce Clay Inc.: Pioneers of Search Engine Optimization

Bruce Clay, Founder & President The origin story of search engine optimization (SEO) dates back to 1990 when the first-ever search engine, Archie, short for “archives,” was created. In the early 90s, when the World Wide Web was just a glittering apparition of the sprawling cyberspace it would come to be, a young man named Bruce Clay saw the bigger picture. Clay, with a bachelor’s degree in math and computer science from Western Illinois University and an MBA from Pepperdine University, was operating as a tech executive at the time. Although Clay had a steady corporate career, he was soon bitten by the entrepreneurial bug and wanted to employ his business, technical, and programming skills to revolutionize the ‘online’ world.

Clay was closely observing the world of the internet unfold before him. He understood that as businesses would eventually migrate online, it would need experts to navigate through the unfamiliar terrain of online marketing and advertising With this foresight, he began testing the impact of website modification on search engine rankings. He programmed the first webpage-analysis software tool and discovered that with content optimization, a webpage could perform better and rank higher in the search result pages.

Clay went on to unravel the science behind improving a website’s positioning in search engine results. As it was about optimizing web pages for search engines, Clay started referring it to as ‘search engine optimization,’ and he is now credited with coining the term that defines the industry. He started Bruce Clay Inc. from his dining room table in January of 1996 and made the acronym ‘SEO’ a part of his company logo. He is now known as the founding father of SEO. “I had no idea it would catch on, but it did,” enthuses Clay. Today, his experience and expertise in SEO have led him to speak at hundreds of marketing conferences and author three books in the digital marketing space.

For the past 25 years, Bruce Clay Inc. has been helping companies rank their websites in search engines. “Our primary focus admittedly is SEO because that’s how we started,” says Clay. However, as the company is search engine focused, its services also include content development and pay-per-click advertising management.


We are not bound by a single industry, and our client mix comprises both public and private companies of all sizes

With such diverse services today, Bruce Clay Inc. meets the digital marketing requirements of clients across many industries. “We are not bound by a single industry, and our client mix comprises both public and private companies of all sizes,” remarks Clay. Being present in the market for a quarter of a century and working with a breadth of clients have earned Bruce Clay Inc. a high reputation to a point where its business is booming via word of mouth. “We don’t do cold calls. People call us,” quips Clay, proudly.

Bruce Clay Inc.’s wide range of SEO services are designed to find opportunities for its clients to grow organically over the long term. However, when a new client comes onboard, most often, they have no idea where to begin with their SEO efforts. For this reason, Bruce Clay Inc. has designed a high-quality SEO Site Audit for websites. This world-renowned up to160-hour comprehensive audit aims to uncover every weak spot of their website that needs to be optimized. “This is a serious audit, and there’s no magic button for it. It’s massive, and it’s great,” Clay says enthusiastically.

However, some clients already know what they want, and hence, don’t need an extensive audit. They only need external expertise and guidance in their SEO efforts. For such clients, Bruce Clay Inc. offers retainer-based SEO consulting services tailored to their needs. These customized services differentiate the company in the market. “We always craft our services according to the client’s problem, and we never expect them to fit our services. Therefore, no two projects are the same for us, and we don’t offer packages,” states Clay. Bruce Clay Inc.’s intent is simple: “We want to optimize the areas of our client’s website that need improvement, and simultaneously mentor them on how to improve their SEO practices.” Bruce Clay Inc. also offers SEO Block Services for clients, which is an ‘ask-us-anything’ program where the company answers all SEO-related questions the clients might have.

At the core of Bruce Clay Inc.’s services lies a team of experts that drives the client traffic to new levels. Every analyst working at Bruce Clay Inc. has 10+ years of experience in their field. Clay himself has 25 years of experience and expertise in the market. “Since we are all experts, we can answer any question from our clients easily,” says Clay.
What’s more? Bruce Clay Inc. is not just a services company. It imparts the knowledge and expertise it has gained over the years via its highly reputed training course. This intensive SEO training course is taught by Clay himself. The course covers topics such as SEO, technical information, and tested digital marketing methodologies.

And, even though the course covers all the SEO essentials, Clay believes that SEO know-how alone can keep an expert shorthanded if they don’t have proper SEO tools. For this reason, Bruce Clay Inc. also offers its own, in-house developed SEO ToolSet® to its clients, course attendees, and any subscriber who wishes to rank higher in the search engine. This patented suite of search engine optimization power tools is currently in its sixth generation. Moreover, Bruce Clay Inc. has also written a software program for a WordPress plugin that helps with SEO. “We have our own technology and two patents in our name,” says Clay.

With such robust solutions and services under its hood, Bruce Clay Inc. has excellent customer retention. “We usually double the search engine organic traffic during the span of a project, and that’s why everybody loves us,” extols Clay. For example, a few years back, Bruce Clay Inc. consulted for Edmunds, an online resource for automotive information. Edmunds had website traffic of 1.7 million unique visitors a month and they wanted to attract more visitors. With Bruce Clay Inc.’s help, their traffic skyrocketed to 16.4 million unique visitors in a short period.

The founder also points out that the present, ongoing COVID-19 crisis is a tipping point for the entire digital marketing industry. While the pandemic is pressing a pause button on some businesses, Bruce Clay Inc. is addressing this situation in a different way. For instance, the company has digitalized its training course in order to conduct it online. At this juncture, Clay also emphasizes the pandemic’s impact on online conferences. “In my last conference session, I had 2200 attendees, which is a big number for an online conference. It is only possible because people are slowly understanding and appreciating the worth of ‘online,’” says Clay. With this experience, Clay believes that video is going to be the future of SEO. “Google algorithms are changing at a quick pace due to the pandemic, and with it, the online world is also soon going to transform—and we are ready for it,” underscores Clay.

Moving forward with such pivotal grace, Bruce Clay Inc. plans to refine its services and expand its global footprint. The company currently has offices in California, Tokyo, Sydney, Dubai, and India. It is planning to begin operations in two other locations after the pandemic gets under control. “Everything is going to snap back in 2021, and it is going to be a great year,” concludes Clay.

Company
Bruce Clay Inc.

Headquarters
Simi Valley, CA

Management
Bruce Clay, Founder & President

Description
Bruce Clay Inc. is an award-winning global digital marketing agency and a leading provider of ethical search engine optimization services, consulting, and training. For the past 25 years, Bruce Clay Inc. has been helping companies rank their websites in search engines. As the company is search engine focused, its services also include content development and pay-per-click advertising management. With such diverse services, today, Bruce Clay Inc. meets the digital marketing requirements of clients across many industries

Bruce Clay Inc.