Toronto-based web analytics and presence platform vendor gShift has acquired a Texas startup that will add website auditing tools to its suite of tools for digital agencies and content developers.

With its web analytics and presence platform, gShift gives digital and content marketers analytics that provide insight into how their content is performing across channels such as social and search. With the addition of Austin, Tex.-based SiteCondor, gShift adds automatic website auditing tools that marketers can use on their websites – or those of competitors – to look for gaps and help inform keyword strategies.

The company says the combination of the technologies will allow marketers to better analyze their content before it’s published and respond more quickly to Google algorithm changes.

“The acquisition of SiteCondor is a significant step forward in our strategy to empower digital marketers to fully maximize their investments in owned and earned media,” said Krista LaRiviere, cofounder and CEO of gShift, in a statement. “Today, we’ve taken our platform to a new level. One which enables agencies and brands to more effectively compete by providing critical insight into their web presence, which informs their digital marketing strategies.”

According to the company’s founders, SiteCondor was created to meet the need for agencies and brands to extract meta information from their clients’ websites quickly and easily.

“By identifying often unnoticed yet critical website issues and uncovering new optimization opportunities, SiteCondor has been able to help hundreds of agencies and brands maximize their online presence,” said Sebastian Brocher, cofounder of SiteCondor, in a statement. “Today we celebrate the results of our efforts and look forward to the continued success of our tools as they become fully integrated into the gShift platform.”

The vendor says the acquisition of SiteCondor will bring three primary benefits for digital marketers. They’ll be able to automatically conduct comprehensive website audits on their websites and those of competitors, use the insight to quickly respond to search engine algorithm changes while making their content as findable as possible, and get deeper insight into content performance.

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