Moz

Presentation

Moz is one of the longest running names in SEO software. Moz Pro is an all in one suite covering keyword research, rank tracking, site audits and link analysis, and the company is well known for popularising the Domain Authority metric used across the industry.

How it works

Moz crawls the web with its Link Explorer index and tracks keywords and rankings for the domains you add to a campaign. It scores pages and domains with proprietary metrics such as Page Authority and Domain Authority, and its site crawl flags technical issues to fix. The MozBar browser extension surfaces these metrics as you browse the SERP.

Features

• Keyword Explorer with volume and difficulty data.
• Rank tracking across locations and devices.
• Site crawl and on-page optimization recommendations.
• Link Explorer for backlink and anchor analysis.
• Domain Authority and Page Authority metrics.
• MozBar browser extension.

Use cases

Marketers research keywords and track how campaigns move over time. Agencies run scheduled site crawls and share reports with clients. Link builders assess prospects with Domain Authority, and content teams follow on-page suggestions to optimise pages for their target terms.

Advantages

Moz is approachable and well documented, with a strong learning community through its guides and Whiteboard Friday content. Domain Authority is a convenient shorthand for comparing sites, and the all in one scope covers most day to day SEO needs in a single subscription.

Disadvantages

Its backlink index and keyword database are generally considered smaller than those of Ahrefs or Semrush, so the data can be less complete. Domain Authority is a third party metric, not a Google signal, and is easily misused as a goal in itself. The interface has aged, and heavier users often outgrow it.