 It underwent a major overhaul in 2011 and the platform as we see today was developed by Nimeesh Patel, Shravana Aadith Ramia Bapulal and Vivek Vinodchandra Pradhan.The platform aims to provide a core set of data and technology to empower search engine marketing and keyword research efforts.The KSP uniquely delivers a standardized set of keyword technologies through a Web services model, accessible via an application programming interface (API) and a Microsoft Excel add-in.