Joseph Mas – Founder
1994 – 2015
Florida & Texas
DeveloWare began in the earliest era of the modern web – before PPC existed, before Google Analytics, and before social media reshaped online business. I founded the company during the birth of Google, Yahoo, and the wider search ecosystem, building web applications, analytics systems, and marketing frameworks long before these practices became standard.
Across two decades, DeveloWare specialized in web development, SEO, analytics engineering, and proprietary business applications that helped clients grow revenue through software and online visibility. It operated continuously as my independent research and development arm, even while I held other roles in parallel.
Core Capabilities and Contributions
Search, SEO & Marketing Systems
- Built advanced tracking methodologies prior to Google Analytics
- Designed end-to-end PPC, attribution, and campaign optimization workflows
- Optimized site architecture, user flow, and conversion paths
- Introduced early “content placement” and strategic layout methods for higher conversion rates
- Developed internal client processes that increased true-sale conversions and reduced wasted spend
- Implemented data-driven adjustments to marketing campaigns, improving ROI and reducing leakage
- Built early social-media engagement techniques before they became mainstream
Web Development & Data Engineering
- Architected full-stack applications using PHP, HTML, CSS, XML, JavaScript, and early AJAX
- Built database systems in SQL, MySQL, PostgreSQL, and Windows database environments
- Developed server-side tools using phpMyAdmin, pgMyAdmin, cPanel, WHM
- Built and administered Linux and Windows server environments (shell scripting, SSH, Putty, etc.)
- Implemented CVS version control (pre-Git era)
- Designed and deployed applications in C, Visual Basic, and Java
- Conducted large-scale data conversions, migrations, and bridging projects
Pioneering Work (Pre-Modern Web)
- Built e-commerce systems before mainstream platforms existed
- Created ad-distribution and analytics solutions before PPC became standardized
- Designed proprietary marketing tools that helped clients monetize early web traffic
- Provided technical SEO long before it became its own discipline
Context and Legacy
DeveloWare operated as a business entity beginning in 1994, giving me more than two decades of practical experience in engineering, optimization, and digital strategy.
It served as the foundation for:
- my enterprise-level development and SEO methodologies
- my application of data structures and architecture to mapping complex data migrations
- my analytics and structured data frameworks (including Open Source methodologies)
- the technical mindset that later shaped RazorRank
- and ultimately the early principles behind Cognidyne LLC