Moz

Moz offers robust data, accessible training and easy-to-use tools to help SEOs.

SEO & Content Tools
★★★★☆ 4
2004 Founded
101-250 Employees
500,000+ Customers
Seattle, WA, USA Headquarters
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Quick Facts

✓ Free Trial
Website
moz.com →
Starting Price
49
Pricing Model
tiered
Free Trial
7 days
Company Type
acquired
Social
LinkedIn Twitter/X

About Moz

Moz is one of the longest-standing and most recognizable brands in the search engine optimization (SEO) software market. Founded in 2004 by Rand Fishkin and Gillian Muessig as SEOmoz, the company began as an SEO consulting and blog business before evolving into a SaaS platform focused on inbound marketing and search analytics. In 2013 the company rebranded to Moz, signaling a broader focus on marketing analytics while still keeping SEO at its core.

Today, Moz’s product portfolio centers around Moz Pro, an all‑in‑one SEO toolkit for keyword research, rank tracking, site audits, on‑page optimization and link analysis; Moz Local, a listings and reputation management platform for multi‑location businesses; STAT, an enterprise‑grade SERP and rank tracking platform; and the Moz API, which exposes Moz’s proprietary metrics like Domain Authority, Page Authority, Brand Authority and Spam Score for custom applications and reporting. The company also offers the popular MozBar browser extension and an extensive library of SEO education through Moz Blog, Moz Academy and its annual MozCon conference.

Moz’s proprietary authority metrics and large SEO data sets have become industry benchmarks, used by agencies, in‑house SEO teams and marketing platforms worldwide. The platform is designed to balance power with usability: dashboards and workflows are approachable for beginners, yet flexible enough for experienced SEOs to drive technical audits, content strategies and large‑scale reporting. The brand is also known for cultivating one of the most active SEO communities online, providing Q&A forums, guides and best‑practice resources that go beyond the software itself.

In June 2021, Moz was acquired by iContact (part of what is now the Moz Group under Ziff Davis), joining a broader portfolio of marketing technology solutions. Despite the change in ownership, Moz continues to operate as a focused SEO and local search platform headquartered in Seattle, Washington, with customers ranging from solo consultants and small businesses to global enterprises and agencies.

Key Features

Keyword Explorer - Advanced keyword research with accurate volume, difficulty scores, SERP analysis and search-intent groupings.

Rank Tracking - Monitor keyword rankings over time across multiple locations, devices and search engines with visibility scoring.

Site Crawl & Technical Audits - Automated site crawling to uncover errors, broken links, duplicate content and technical SEO issues with prioritized recommendations.

Link Explorer - Comprehensive backlink analysis including Domain Authority, Page Authority, anchor text, linking domains and link intersect reporting.

On-Page Optimization - Page grader and optimization suggestions to improve relevance and technical health for target keywords.

Domain Overview & Authority Metrics - High-level dashboards for any domain with Domain Authority, Page Authority, Brand Authority and Spam Score.

Campaign Management - Multi-site campaign setup with dashboards, alerts and trend reporting for organic traffic and rankings.

Custom & Scheduled Reporting - Automated, branded PDF and CSV reports for stakeholders and clients, with scheduled delivery.

Competitive Analysis - Identify true SERP competitors, keyword gaps, content opportunities and link prospects by market.

Local SEO Management (Moz Local) - Listings synchronization, review monitoring, GeoRank visibility and reputation analytics across major directories.

MozBar Browser Extension - Chrome and Firefox toolbar providing instant DA/PA, Spam Score, on-page elements and SERP overlays.

STAT Search Analytics - Large-scale daily rank tracking and SERP feature analysis for enterprise keyword sets and markets.

Spam Score & Link Risk - Proprietary metrics to evaluate the potential risk of links from domains and subdomains.

API & Data Export - REST API and connectors to pull authority, link and keyword metrics into BI tools and custom applications.

Education & Moz Academy - Built-in access to courses, certifications and best-practice content to upskill SEO and content teams.

Pros & Cons

👍 Pros

  • User-friendly, intuitive interface that makes core SEO workflows accessible even to beginners.
  • Strong keyword research capabilities with useful difficulty scores and SERP analysis.
  • Effective rank tracking and visibility reporting across locations and devices.
  • Robust site crawl and technical SEO audit tools with clear, actionable recommendations.
  • Widely trusted authority metrics (Domain Authority, Page Authority, Brand Authority) and solid backlink analysis.
  • Excellent educational resources through Moz Blog, Moz Academy and MozCon that help teams upskill quickly.

👎 Cons

  • Keyword and backlink databases are smaller and sometimes updated less frequently than major competitors like Ahrefs or Semrush.
  • Plan limits on tracked keywords, campaigns and crawl credits can feel restrictive for agencies or larger sites.
  • Interface and navigation can feel dated or confusing, with certain features buried or not intuitively named.
  • Pricing can be high for freelancers and very small businesses compared with lower-cost SEO tools.
  • Some users report occasional data discrepancies or lag between Moz stats and Google Search Console metrics.

User Reviews

G2
4.3
★★★★☆
Capterra
unknown
☆☆☆☆☆
TrustRadius
7.4
★★★★★

Integrations

Google Analytics Google Analytics 360 Google Search Console Google Ads Google Tag Manager Google Business Profile Google Maps Google Assistant Facebook Instagram LinkedIn TikTok Bing Bing Maps Apple Maps Apple Siri Yahoo YellowPages Supermetrics Moz API for Google Sheets Various local directories via Moz Local

Best For

Company Size

smb mid-market enterprise

Industries

Digital Agencies E-commerce SaaS Technology Media & Publishing Professional Services

Use Cases

Keyword research and content planning Organic traffic growth and visibility tracking Technical SEO audits and site health monitoring Backlink analysis and link building Local listings management and review monitoring SEO reporting for clients and internal stakeholders

FAQ

What is Moz?

+

Moz is a software company that provides SEO and local search tools to help businesses improve their organic visibility, rankings and traffic. Its core products include Moz Pro for keyword research, rank tracking, technical audits and link analysis; Moz Local for managing business listings, reviews and local visibility; STAT for large-scale rank tracking; the Moz API for integrating authority and link metrics into other systems; and MozBar, a browser extension that surfaces SEO metrics directly in the browser. Moz also operates a major SEO blog, training platform and annual MozCon conference.

How much does Moz cost?

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Moz Pro pricing is tiered. As of late 2025, plans typically start with a Starter plan around $49 per month, followed by Standard at $99 per month, Medium at $179 per month and Large at $299 per month, with discounts for annual billing. Each tier increases limits on tracked sites, keywords, campaigns and pages crawled. Moz offers a 7-day free trial for new Moz Pro subscribers, but it does not provide a permanent free Moz Pro plan. Enterprise and higher-volume needs are handled via custom pricing through the Moz sales team.

What are the main features of Moz?

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Moz's main features include Keyword Explorer for keyword discovery and SERP analysis, rank tracking for monitoring positions across search engines and locations, Site Crawl for technical SEO audits, Link Explorer for backlink and authority analysis, on-page optimization tools, campaign dashboards and reporting, and proprietary authority metrics like Domain Authority, Page Authority, Brand Authority and Spam Score. Additional capabilities include Moz Local for listings and review management, STAT for enterprise rank tracking, the Moz API for programmatic access to metrics, and the MozBar browser extension for on-page and SERP insights.

Who are Moz's main competitors?

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Moz's primary competitors in the SEO and content tools space include Ahrefs, Semrush, SE Ranking and Screaming Frog SEO Spider. Ahrefs and Semrush are often chosen for their very large backlink and keyword databases and, in Semrush's case, its broader marketing suite that covers PPC and social media. SE Ranking offers an affordable, flexible alternative for rank tracking and site audits, while Screaming Frog is widely used as a specialist desktop crawler for technical SEO. Many teams evaluate Moz alongside these tools based on data depth, usability, pricing and required feature set.

Is Moz good for small businesses?

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Yes. Moz is generally considered a strong fit for small businesses and solo marketers because of its relatively approachable interface, opinionated workflows and extensive educational resources. The lower-tier plans provide enough keyword, crawl and ranking capacity for most small sites, and features like Moz Local can help brick-and-mortar businesses manage local listings and reviews. That said, some very small or budget-constrained businesses may find the monthly subscription cost high compared with cheaper or freemium tools, and may opt for Moz's free tools plus lighter-weight alternatives until their SEO program matures.

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