Semify acquired Dragon Metrics, a Hong Kong–based SEO, AI, and PPC reporting platform known for its international reach. The move boosts Semify’s reporting strength and AI optimization tools as the search landscape shifts more toward AI.

Why we care. Dragon Metrics customers can expect business as usual, plus faster product updates. Co-founder Simon Lesser said on LinkedIn that the platform will stay a standalone brand with the same contacts and product experience. Customers also gain access to Semify’s growing AI optimization methodology and future software integrations.

About the acquisition. Semify announced on Dec. 8 that it is acquiring Dragon Metrics:

  • Founded in 2008, Semify is a U.S.-based white-label digital marketing platform.
  • Founded in 2011, Dragon Metrics serves multinational brands and agencies in 50+ countries, including regions where Google is not the dominant search engine (China, Korea, Japan).
  • The deal gives Semify an enterprise-grade reporting system and global data coverage as it doubles down on AI-driven measurement.

The details. Lesser will join Semify as chief product officer and lead its AI optimization product strategy.

  • Dragon Metrics’ engineering team will merge with Semify’s team under CTO Brian Sappey.
  • Semify resellers will gain upgraded reporting right away through Dragon Metrics accounts, with deeper integrations to follow.
  • Dragon Metrics customers will stay on the standalone platform with expanded engineering support.
  • White-label fulfillment will remain limited to approved agencies to fit Semify’s reseller model.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Danny GoodwinDanny Goodwin

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.


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Last Update: December 10, 2025