The software, Moz Analytics, includes in-depth link analysis, social analytics and brand web and mention data which is designed to help small and medium sized business monitor and measure entire marketing campaigns.

The software and rebranding marks a move away from the company being considered solely as an SEO provider and Moz CEO Rand Fishkin said that although organic search “remained his passion”, the rebranding was also a marketing move to allow the company to push its non-SEO research tools.

He added: “For the past decade, we’ve fought to make SEO a legitimate respected part of a web marketer’s arsenal. Today that battle is expanding to include content marketing, social media, community building, brand tracking and other inbound channels.”

Fishkin continued: “While SEO remains a key part of our product, it’s no longer transparent or authentic to say we’re purely an SEO software company.”