SEOmoz has changed its name to simply, ‘Moz,’ to better reflect the growing industry of which it is a part. The company, however, isn’t only rebranding itself. It’s also launching a completely new product.

SEOmoz now redirects to Moz.com.

“The Problem: There isn’t a product that measures the effectiveness and impact of inbound marketing efforts,” a spokesperson for the company tells WebProNews. “Sure, Google Analytics can give you traffic data—but it doesn’t give you data for all your efforts across other channels. Moz Analytics is built to expose that data and give marketers insight into how to improve their efforts. It helps users answer a difficult question: What is the ROI of inbound marketing?”

“The Pitch: Moz is the result of two years of product development, based on a trend that was clear to our Founder and CEO, Rand Fishkin,” the spokesperson adds. “The world of search marketing has evolved. Social media marketing matters, content matters, and SEO matters—they all contribute to the greater picture of inbound marketing, or earned marketing, as we like to call it. Moz manages and analyzes those marketing efforts on a single subscription platform.”

“For the past decade, we’ve fought to make SEO a legitimate, respected part of a web marketer’s arsenal,” says Fishkin. “Today that battle is expanding to include content marketing, social media, community building, brand tracking, and other inbound channels. While SEO remains a key part of our product, it’s no longer transparent or authentic to say we’re purely an SEO software company.”

The Moz Analytics platform includes SEO and link analysis features, social analytics and brand/web mention data. It will show where a brand, competitor, or industry topic is being talked about on the web, and companies can see where they’re being mentioned, but not linked to.

“The transformation of Moz over the past year is a direct result of the feedback we’ve received from our customers and community,” says Fishkin. “We’ve taken input from thousands of marketers, and built the tools they need to understand the impact of their efforts.”

Moz has over 25,000 customers, and boasts a community of over 300,000 online marketers. Moz Analytics is in private invite-only beta mode for the time being. They will start transitioning customers to the new software over the coming weeks.

Fishkin discusses the change more over on the Moz Blog.