Covario Expands Rio SEO Product Line with Top Local Search Deal

6/5/12Follow @bvbigelow

San Diego’s Covario, which provides search marketing services for Fortune 500 companies, says today it has acquired Top Local Search, a San Diego-based firm that provides “hyperlocal” search engine optimization (SEO) products and services.

Covario plans to combine Top Local Search with its new Rio SEO business unit, which was created in April to serve a broader market that consists mostly of small and medium businesses, the in-house marketing teams at bigger companies, and other search marketing agencies. “The addition of Top Local Search broadens or extends Rio SEO’s line of automated search [software] products,” Covario spokesman Rick Clancy says.

In addition to offering a line of automated SEO software products, Rio SEO will provide SEO as a Web-based service, along with content marketing and social media software.

Covario did not disclose financial terms of the deal. Clancy says three of the five employees at Top Local Search will join Rio SEO. He wouldn’t say directly how many employees are at Rio SEO, but did say that Covario and Rio SEO together have about 160 employees now.

When Covario announced the formation of Rio SEO in April, the company described Rio SEO as a business unit and a brand that would focus on serving the automation needs of in-house SEO managers extending from large to mid-size companies, as well as search marketers at digital agencies. Before combining with Top Local Search, Rio SEO offered five search marketing and social media software modules.

“Rio SEO now has a larger suite of SEO and social media software tools that will appeal to a broader cross section of marketers and retailers—big and small—plus dealers, distributors, and franchise operators, as well other digital agencies. It’s a great fit,” Covario CEO Russ Mann says in a statement.

“Directionally, we see Rio SEO acting as a distinct business unit that has its own dedicated employees,” Clancy says. In an email, he adds that “the Rio SEO software automation tools provider and the Covario search marketing agency will be operating more and more separately.”

Bruce V. Bigelow is the editor of Xconomy San Diego. You can e-mail him at bbigelow@xconomy.com or call (619) 669-8788 Follow @bvbigelow

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