• by Laurie Sullivan  @lauriesullivan, January 3, 2014

Search Mojo has become the latest search marketing agency to rebrand. The company, now called Marketing Mojo, reflects a changing industry prompting companies known for supporting paid-search marketing or search engine optimization (SEO) to offer media services on Facebook, Google+, LinkedIn, Pinterest, and other social sites. 

Marketing Mojo follows agencies like PPC Associates rebranding to 3Q Digital. Some agencies, such as Covario, have chosen to form a new business unit, Rio SEO, that focuses specifically on social media.

Rebranding a company these days can become daunting. SEO and page redirects play an important role. Sometimes if the company eliminates a service, but wants to keep the related content, it will need to find another page to redirect the search engine and site visitors.

Marketing Mojo CEO Janet Driscoll Miller said traffic during the first two to three weeks after rebranding a company and re-launching the site becomes critical because that's when the search engines re-index the information and redirect search queries to new pages. "It's easiest to spot tasks missed or overlooked a few weeks after the completing the task, but you hope to catch all the possible errors because they become issues," she said.

Driscoll Miller said the request by clients to run social campaigns continues to grow. In fact, the majority of Marketing Mojo's clients want to run both search and social. Many B2B marketers run LinkedIn targeted ad campaigns, Driscoll Miller explains.

For B2B marketers, demographic targeting beginning on LinkedIn creates a strong campaign, Driscoll Miller says, because even if the person doesn't convert immediately, the campaign can continue to retarget prospective customers on other sites through Google AdWords. The platform captures keywords related to demographics, industry and business titles.

Driscoll Miller pointed to three areas to watch: mobile SEO, paid search in Knowledge Graph results, and better tracking measurements of the actions that site visitors take.