Imagine trying to figure out what an airplane does by looking at one on display in a museum.
Now imagine trying to figure out what an airplane does by watching one that’s taking off. By catching something on the move, or in transition, so much more about what it does, and how it does it, becomes apparent.
So…I invite you to take a look at the blog post SEO thought-leader Rand Fishkin has written about the transition of his company SEOMoz to its new identity, Moz. Rand writes beautifully, and his decision to rebrand the company was all about what SEO is and isn’t, and what people (rightly or wrongly) think about search engine optimization. Think of it as an insiders look at SEO that outsiders can understand.
The “Mission & Vision” section of the post also contains a marvelously clear and unpretentious infographic. Infographics are the latest online communications fad and, predictably, about half of them seem to have been designed to communicate how trendy and clever the design firm is, with the actual client information being ignored or mangled in the process. As with many other aspects of marketing communications, the Moz folks know how to do things the right way.
Have a look.
And the next time people start whining to me that SEO is either confusing or inherently evil, I’m just sending them to this post.