The agency was originally established to help companies to understand the risks associated with links placed and how they could affect their Google rankings. The audit tool has since been joined by other apps that provide intelligence around growing new site relationships.

The rebrand to Kerboo is intended to better communicate this wider range of available tools, moving away from a focus on risk to also incorporate insights available on SEO growth and advancement.

“We noticed that our Peek discovery application started to attract just as much interest from our new customers as the core audit offerings that we were traditionally known for,” said Paul Madden, marketing director of LinkRisk.

“This made us wonder if we were representing the whole range of tools we have on offer. Our platform has grown, but our branding has stayed the same; the name LinkRisk feels too restrictive and limited now.”