You thought this would be a ridiculous rant about the end of SEO because SEOmoz has now rebranded to Moz so, in essence, SEO must be dead because Rand Fishkin and company dropped it from their moniker. Sorry to disappoint :-).
This IS a story, however, of the changing face of the online marketing space. Rand and company have realized this and also come to the conclusion that by aligning so closely to the term SEO they were both overselling their concentration in that discipline as well as pigeon-holing the company into only one part of the overall online marketing world.
In his post about the move Fishkin, whom I am now going to refer to as The Wonderful Wizard of Moz, tells us
For the last two years, the 130+ Mozzers across product, engineering, marketing, and operations have been working to transform this company to the next stage of our evolution. Today, that incredibly demanding, intense, but ultimately rewarding process has reached its first goal. I’m excited to announce that as of today, SEOmoz is formally transitioning our brand, our products, our company name, and all of our efforts to Moz.
What?! Why?! How?! I know – there are lots of questions, and I will do my best to answer them all.
And for those of you who are familiar with Rand and his work he is nothing if not transparent so he gives the whole story about this move to Moz.
Here are just two point he makes in the post which is followed by a lot of detail and explanation. It’s very interesting reading.
Calling ourselves “SEO”moz is no longer transparent and authentic. With products like Fresh Web Explorer, FollowerWonk, GetListed, and the beta of Moz Analytics (alongside the vast array of non-SEO content we publish), we’re no longer purely an SEO software company. Pretending otherwise is disingenuous, and that violates our core values.
SEO is bigger than just SEO – as hard as I’ve fought personally and we’ve fought as an organization over the last decade to make marketers and organizations think more holistically about organic search, the branding of the past remains. SEO is seen as a narrow set of activities that move rankings up and bring search visitors in. To truly help with SEO, we have to do more than just place keywords, make sites accessible, and build links, but first we need the influence to make these changes. A broader marketer is often granted that influence, while pure SEOs still, unfairly, must strive for it.
It’s a good thing for the industry to move away from silos of activities that impact and influence many other areas of the marketing mix (as well as a business overall) but never seem to get the chance to truly do so. Being in online marketing now requires a working knowledge of (and the practical application across) all channels in the online space.
Congratulations to the folks over at Moz. They have certainly earned the right to lead the way toward a more unified and holistic attitude regarding online marketing.