One of the biggest SEO companies acquires one of the most popular SEO media houses

The SEO world has been buzzing with big news: Semrush, a leading SEO and online visibility management platform, has just acquired Third Door Media, the parent company of Search Engine Land, SMX, MarTech.org, and Digital Marketing Depot. If you’re in digital marketing, this deal is shaking up your feeds — and it’s got the SEO community in a mix of celebration, curiosity, and, of course, a little skepticism.

Semrush, known for its industry-leading SEO tools, is making moves that strengthen its grip on the digital marketing ecosystem. With Search Engine Land and its sibling publications under its wing, Semrush now controls some of the most influential voices in search marketing. This acquisition seems to be part of a growing trend in which tech companies snap up media outlets to expand their influence and customer reach, much like what we’ve seen with HubSpot, Stripe, and even Robinhood.

But what does it mean for marketers? Semrush has promised that Search Engine Land will continue operating independently and delivering the same timely, unbiased news and insights. They say it’s about enhancing, not changing, the value they bring to the community. Barry Schwartz will still be tirelessly reporting on Google’s latest algorithm updates, and other key editorial staff will stay in place.

On the surface, the acquisition seems like a win-win: combining Search Engine Land’s wealth of knowledge and reputation with Semrush’s powerful SEO tools could make for an industry powerhouse.

However, not everyone is cheering. Some members of the SEO community are concerned that Semrush could use its influence to tilt the scales in its favor. After all, controlling a key media platform in the SEO world could give them the power to subtly tweak narratives and steer conversations. These skeptics point to Semrush’s previous acquisition of Backlinko, where concerns arose about articles being tweaked to favor Semrush’s products over competitors like Ahrefs.

Then there’s the concern that consolidation like this could distort the industry landscape. With Semrush now having control over major SEO voices, including Search Engine Land, some wonder if we’ll see a shift in content prioritization. Will tools and practices not owned by Semrush get the same coverage and focus? As one digital marketer pointed out, Semrush now controls three of the top 10 Google results for “what is SEO.” That kind of reach could have implications on what we see and read across the web.

But not everyone is sounding the alarm. Others in the SEO community are optimistic, seeing the acquisition as a natural evolution of the industry. The hope is that Semrush’s resources will enhance Search Engine Land’s already high-quality content and expand its educational offerings. It’s expected that this partnership will give marketers more tools, insights, and access to cutting-edge strategies that help them stay ahead in the ever-changing world of search.

At the end of the day, while some fear a shift in editorial integrity or market influence, Search Engine Land has been adamant that its mission remains unchanged: to continue delivering independent news and analysis, even with Semrush at the helm. Only time will tell if this acquisition will be a game-changer or business as usual.