SEMDirector Becomes Covario

San Diego-based SEMDirector, a provider of search engine marketing software and services, said today that the firm has changed its name to Covario. According to the firm, the name change was due to an expansion of its business strategy. The firm said it has broadened its focus to include "performance management technology" and display advertising. SEMDirector was previously focused on automating the search engine marketing and search engine optimization business. Covario is venture backed by Voyager Capital.