Leading SaaS platform Semrush has acquired Third Door Media and its brands, signaling its diversification into the SEO news and content space.
Besides Third Door Media, the deal includes its brands: Digital Marketing Depot, MarTech.org, the MarTech Conference, SMX—Search Marketing Expo, and Search Engine Land.
Semrush moving into media
Semrush is known globally for its SaaS tools and management platform, which provide insights and solutions that include content, advertising, social media, and search engine optimization for companies to create and manage research campaigns and get measurable marketing results.
Semrush’s acquisition of Third Door Media and Backlinko (an SEO, content, and digital marketing training company) in 2022 reaffirms its move from providing data and tools to the media side of the market.
Semrush’s Chief Marketing Officer, Andrew Warden, said the following about the acquisition:
- “This is all part of our commitment to inspire and equip both current and future generations of digital marketers.”
Search Engine Land’s response to the acquisition
The good news for SEL readers like myself is that Barry Schartz and Anu Adegbola will remain on the writing team and continue providing their informative reporting on the latest search and SEO news, and Danny Goodwin will continue as its Editorial Director.
Danny said nothing would change at SEL, and they’d continue doing their job in providing independent news, analysis, and expert columnist contributions:
- “Search Engine Land’s mission to inform and educate you on all the latest developments in search marketing will remain the same.”
- “We will continue to cover the latest breaking news, share insights, analyze the latest trends, and provide helpful content.”
Is SEL’s nonpartisan stance at risk?
Danny Goodwin wrote about the acquisition on SEL, saying while the partnership will enrich industry insights and resources for marketers, Third Door Media’s brands will operate independently.
Goodwin wrote:
- “We continue to do our job bringing you independent news coverage, analysis, and contributions from expert columnists.”
However, with Semrush now calling the shots, some in the SEO community are skeptical!
Here’s what James Gray, Head of Digital & Creative, had to say about it on LinkedIn:
- “You can’t help but wonder if Search Engine Land’s editorial team might have to go through some… subtle re-edits.”
- “After all, SEL has long been known for its neutral (and often glowing) coverage of competitors like Ahrefs and Moz. But in the wake of this acquisition, we can imagine the headlines slowly shifting: Why Ahrefs Is Great… But SEMrush Is Better.”
- “And those long-standing articles praising Moz? Perhaps they’ll be ‘updated’ to include a few more favorable mentions of SEMrush’s tools—just for balance, of course!”
Two leaders in SEO and digital marketing combine
The merger of Third Door Media’s expert industry insights, SEO news, and content with Semrush’s tools and technology could provide digital marketers unparalleled marketing and SEO resources.
Add Search Engine Lands loyal readers to the mix, and Semrush is gaining a vast audience of site owners, publishers, and SEO professionals who depend on SEL for regular Google updates and SEO best practices.
The deal puts Semrush in a unique position where it can now provide the tools and information the SEO community needs, enforcing its position as an industry leader.
