If you’re not familiar with Rand Fishkin, he’s known as “The Wizard of Moz”.
He started SEOMoz (now just Moz) 17 years ago.
His Whiteboard Friday SEO video series is one the of best examples of content marketing.
He’s a digital marketing an SEO thought leader, whom I’ve personally learned a lot from over the years.
And he’s now left Moz.
And I can’t say I’m surprised.
Because I don’t see much of a future for SEO tools (at least not paid ones).
Why pay for a pricey SEO platform when there’s tools like Yoast, Google Analytics, Google Search Console, Google Trends & Keyword Planner, Buzzsumo, AnswerthePublic.com, etc. (here’s a nice list of free SEO tools by Buffer) – all of which are free or partially free.
I can’t think of a reason why brands would invest a lot of money into SEO tools when there’s so many free ones available.
More importantly, I don’t think doing “good SEO” has much to do with the tools you use anymore.
Sure you want your website to cover all the SEO to-dos – sitemaps, no broken links, internal linking, title tags, alt tags, robots.txt files, fast page load times, clean code, mobile friendly and or Google AMP, etc. – but the real driver of traffic is not good SEO, but valuable content.
Useful blogs, infographics, to-dos, how-tos, tutorials, ebooks, guides, and increasingly video content is where to put your marketing dollars.
I’ll take 1 great writer or content producer over 50 “SEO-ers” any ole’ day of the week.
I think brands and businesses are coming to that realization.
I think Rand Fishkin has.