Technorati Looking for an Identity

Former blogosphere darling and Search Engine with capital S, Technorati, is looking to hire bloggers to feature original content on their site. In the midst of Twittorati and ad networks, this is a somewhat surprising move, since it means that the main Technorati site is moving even further from its search engine past.

I’d like to say that’s a shame but can’t really commit to that statement. The Technorati we once knew and actually used doesn’t fill a need anymore.

Obviously this is because of other search players in the blogosphere. It is tough enough to battle with Google, but they are joined by the likes of Twingly. All the while, Technorati haven’t been able to keep up with real time or anything, they should’ve been at the front. They must have other plans.

Like building on the 3 million monthly uniques, and the means they choose is content.

Translation: They forfeit to Google and want to leverage the search engines that does what they couldn’t.

The brand is strong enough. I think this is a good idea, given the situation they are in.

This from the contact form, where you can get in touch to show that you’re interested in writing for Technorati. It doesn’t say much, and hopefully the Technorati Blog will delve deeper into this. Meanwhile, there’s a lot being said in the blogosphere as expected.

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Technorati is working on some exciting new opportunities for talented writers!

If you are interested in publishing your articles on any of Technorati’s channels, please include a link to your blog (or your writing samples) in the URL field. In the message, be sure to mention your areas of interest and any other nuggets about yourself you want to share. In the coming weeks you will receive additional information from Technorati’s editors.

Will you join Technorati and shape their new identity? Personally, I’m sitting this one out.