Is Live Search Renaming A Miva Move?

Seems Microsoft is moving to finalize the renaming of Live Search to Kumo, according to LiveSide.net. The possibility has been discussed at various times this year.

Renaming and branding moves by search engines have not had much luck. Ask.coms removal of Jeeves seemed to hurt them, FindWhat and eSpotting merger and rename to Miva definitely impacted the companies, so there is data for not making the changes.

True GoClick to Overture went okay - but then they had a great product in a growing market - just like BackRub and Google.... but that was really prepublic launch.

If the move goes through will be well worth tracking.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.