MOZ is not the only company that has let go of staff. I know of 2 others who are not in the news but are in the SEO Tools space.
Over the years I've been in debates with SEO's about their tools who tell me the data is the end goal. The data has the story. The tool is the detective that hunts for clues and the software gathers up the clues and spits out a report containing the stats. From that, an SEO delivers the mystery novel to their client. This is all the tool can do.
There are a lot of SEO tools out there. I just found another one yesterday that advertised in Facebook. It's headline.."Submit your site to search engines and directories, including Google, Bing and ASK. ASK is now Reference.com and not something you submit to. And like in the 90's, the list of directories is not provided. This site has a blog that provides inaccurate information that's poorly written. It has tools for PR scores, keywords, backlinks...nothing that is different from all the countless other SEO tools out there.
A tool is an assistant. It doesn't actually fix an issue without additional information such as how, when, why, where to make a change, repair or enhancement. A clue needs an experienced person to put it into context.
SEO's will take their reports generated by their tool of choice and deliver a handsome report that lists all the issues. If a company hired the right people, that report will come with recommendations on how to fix the problems. And this is also where I have debates with SEO's.
They are not trained to make UX/UCD/HumanFactors/Accessiblity/Mobile user interface, standards, guidelines, and functional recommendations. They tell me they are. Some of the SEO companies who swear they have an UI "expert" on staff are the same companies who make SEO tools that don't pass my tests.
I know I sound like a broken record and figure everyone is fed up with me. I was recently asked to provide recommendations for landing page designs for a famous brand that rebuilt a section of their massive site. I could not do it because of my own personal ethics against sending people to web pages and sites that will not convert. A landing page has a big enough job as it is. It's incredible to me that marketers will take money from companies asking for landing pages created to take users to a place inside their website that will bounce them off when they arrive. It's wrong and I can't do it.
When I try SEO tools and am confused within 3 seconds, to me, that's an issue but more than that, proves the SEO tool was not tested properly during development, staging and in production. What marketers tell me is they are selling tools and everything is fine.
How can a tool, that does not provide actionable recommendations with specific how-to fix answers, be helpful to companies wanting to increase conversions? And once the code is fixed, do they re-test? How do they know what users are thinking and experiencing? Who are the customers that didn't convert and WHY? What environment are they when they use the tool? (Not the sales funnel.) What is being done to save the bounced user?
Last I checked, Google Analytics didn't record screens or have audio for user feedback. I do.
Edited by cre8pc, 21 August 2016 - 10:39 AM.