Seo agency

Brainlabs acquires SEO agency Distilled

Brainlabs acquires specialist SEO agency Distilled with the goal of becoming a leading advertising agency.

The independent performance media store said the purchase would allow Brainlabs to offer SEO skills that it did not have until now. Brainlabs sold a minority private equity stake last year and has ambitions to grow through acquisition and become “the world’s largest advertising agency”.

Distilled, founded by school friends Will Critchlow and Duncan Morris, describes itself as an “online marketing agency” with 60 employees working out of offices in London, New York and Seattle.

As part of the deal, Distilled’s Optimization Delivery Network, an SEO testing and learning technology product. will be split up and become independent under the new name, SearchPilot.

According to a financial disclosure from Companies House, nine employees of Distilled had stock options prior to the acquisition. Critchlow and Morris owned the vast majority (over 80%), with the remainder held by management and early employees.

Distilled promotes itself as having a consultative approach to technical SEO and has established its own international conference, SearchLove, which takes place in London, New York and San Diego.

Brainlabs, launched by founder and CEO Daniel Gilbert in his parents’ attic in 2012, has a vision to build an agency model without silos or departments, but with “brilliant customer-centric teams”. Gilbert, who left Google to found the store, wants to use a scientific, automated approach to disrupt the marketing industry.

Gilbert said, “I love Distilled and look forward to working with it. I have admired Will and his team for many years and truly believe that together we can provide more comprehensive service to both of our clients and help both businesses to another level. “