Internet marketing is big money, and so is the $12 million recently raised by HubSpot, a consultancy and software provider for sites looking to improve their visibility online.

The Series B round led by Matrix Partners comes on top of the $5 million raised from General Catalyst Partners last September, bringing the company’s grand total to over $17 million.

In addition to providing paid SEO services, HubSpot offers a free search optimization tool called Website Grader that will automatically assess your website, score it on a 1-100 scale, and show you where to make changes that will get it in front of more eyeballs. The tool claims to have assessed over 300,000 sites, and your score on the 1-100 scale represents the percentage of those sites that your site tops (kind of like the SAT).