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Lijit, a blog search startup, has raised $7.1 million to build and launch an ad network on top of its search widget. Foundry Group led the current round of funding with existing investors Boulder Ventures and High Country Ventures participating in the round. With the new infused capital Lijit’s total investments raised so far reaches $11.3 million
Lijit is a blog search startup, whose widgets you might have seen across many blogs. The service lets you search for a post or topic across many blogs. In addition to doing so you can also track and search every move of a specific person, lets say his del.icio.us bookmarks, flickr photos, friendfeed comments, twitter tweets etc, from one place.
Tracking all your online identities and tying them together is not something that Ligit alone is trying to do. Friendfeed does so by claiming to bring all your feeds in one place, MyBlogLog and BlogCatalog are now doing so in order to tell your community what you are doing online. Lijit is trying to do the same thing from a search perspective, that is its not just tying those things up, its also giving you means to search them at a later point in time.
For veterans around the web, its obvious that a search based approach triumphs any other approach to do things, whether it is content oriented or aggregation oriented. Because once you have so much data, you would need something to dive into it to find something useful for yourself. Lijit’s numbers indicate that their approach of doing things is actually paying off. b5media has enabled Lijit’s widget across their network of blogs, and have reported to draw three times as much search traffic as their own standard search box fetched. I would however like to see a comparison between Lijit and Google domain specific search to find the better amongst the two.
Lijit is now developing means to serve ads beside those search results. In a way they are exactly following the footsteps of Google. The company is based in Boulder, Colorado.
