With the experience of creating a successful optimization company in Colorado and completely recalibrating the process, performance, and experience clients have with Search Engine Marketing, two of the founders conceived of a really big idea, that, in contrast to the popularity of paid search, recognizes the power, complexity, and most importantly the underutilization of organic Search Engine Optimization (SEO) and combined their collective insight and experience to create an unprecedented online SEO experiment they used to validate a theory of how Google’s Rankbrain AI treats content.