With a new $2 million in capital from the likes of I2A Fund, Firestarter Fund and others, the company formerly known as DIYSEO has plans to build up their existing capabilities while also expanding.

“We're going to continue to invest in our technology through additional features and functionality and continue to grow and support our channel partners and SMB customers,” says CEO Dan Olson.

Founded in 2009, the company is now called UpCity, a nod to the way they help their clients elevate their online presence. With this round, announced yesterday, UpCity’s total funding equals $4M, featuring investors from across the country.

Olson’s plan to invest in the company’s technology is already taking shape with its improved Pathway platform. According to him, Pathway enables small businesses to control their own inbound marketing, whether through SEO, social media, or other channels. By assessing and reporting on a business’ online visibility, giving that business a step-by-step way to improve its online visibility, and giving that business access to marketing experts, Pathway enables SMBs to take a leading role in their own marketing efforts.

SEO has come a long way since 2009. Now, it moves beyond keywords to include social media and reputation management. For many companies with small staffs, this is a daunting task.

“Online marketing is overwhelming for SMBs and there is a huge need to educate and empower this community,” Olson says. “UpCity, through Pathway, helps businesses start to understand how all of the various pieces of online marketing like SEO and reputation management come together and give them a simple path to achieve their business objectives.”

Visit UpCity’s website, check out their BIC profile, and follow them on Twitter at @upcityinc.