Dive Brief:
- Moz is going back to its search roots: The company is dropping Moz Content and Followerwonk, cutting its headcount by 28%, according to Search Engine Land.
- Sarah Bird, CMO at Moz, said the move will lead to better search tools and a stronger company in the long run.
- “After a lot of analysis and soul searching, we decided to radically simplify our strategy to re-focus on what we love and what our customers value from us: search,” Bird said.
Dive Insight:
Moz, whose reputation was built on search, plans to refocus on its core capability as it apparently became stretched too thin. The move comes as search enters an entirely new marketplace with the rapid growth of mobile search.
Even Google is refining its approach for the mobile world. Google is now making its Accelerated Mobile Pages (AMP) part of organic mobile search results to speed up page load times for mobile. Even though Google says that AMP pages won’t get preferential treatment in mobile search, fast page load times give AMP pages a leg up in the mobile search rankings.
Moz hopes the refocusing effort will lead to improved products based on search.