Moz (moz.com) is one of the most established names in the SEO industry, having been founded in 2004 as an SEO consulting firm before pivoting to software. Moz Pro is the company's flagship SEO platform, used by in-house marketing teams and agencies to conduct keyword research, track organic rankings, audit websites for technical SEO issues, analyse backlink profiles, and benchmark domain authority. Alongside the software, Moz maintains one of the most widely cited SEO metrics in the industry: Domain Authority (DA) and Page Authority (PA) — predictive scores that estimate how well a domain or page is likely to rank in search results, based on backlink profile strength.
Moz's AI and machine learning capabilities power its keyword difficulty scoring, SERP analysis, and link quality assessment — helping teams prioritise which keywords and link-building opportunities are worth pursuing based on competitive signals. The platform also offers Moz Local as a separate product for local SEO management, and the MozBar Chrome extension provides on-page SEO metrics for any website directly in the browser.
How Moz Pro Works
Marketers connect their website to Moz Pro via campaign setup, which configures rank tracking for a target keyword list and begins crawling the site for technical SEO issues. The keyword explorer tool allows users to research any keyword to see monthly search volume, keyword difficulty, organic click-through rate estimates, and SERP analysis showing which pages currently rank. The link explorer provides backlink data for any domain, including Domain Authority, linking root domains, and anchor text distribution. The site crawler identifies technical SEO issues — broken links, duplicate content, missing tags, page speed flags — and prioritises them by potential impact. Rank tracking monitors positions daily for a configured keyword list with competitor comparison.
Key Features
- Keyword Explorer — research keywords with monthly search volume, keyword difficulty, organic CTR estimates, and SERP feature analysis
- Domain Authority (DA) — Moz's widely cited proprietary metric estimating how likely a domain is to rank, based on backlink profile strength
- Rank Tracker — daily tracking of keyword positions across Google with competitor comparison and SERP feature monitoring
- Site Crawl — automated technical SEO audit identifying broken links, duplicate content, missing tags, redirect chains, and page speed issues
- Link Explorer — backlink analysis showing inbound links, linking domains, anchor text, Domain Authority, and spam score for any URL
- MozBar Chrome extension — free browser extension showing DA, PA, and on-page SEO metrics for any website while browsing
- On-Page Grader — page-level optimisation recommendations for a target keyword including content, title, and meta improvements
- Competitive research — compare keyword rankings, backlink profiles, and Domain Authority against up to three competitor domains simultaneously
- SERP analysis — analyse the current search results for any keyword to understand ranking difficulty and content requirements
- Moz Local — separate local SEO product for managing business listings, local citations, and local search visibility
Moz Pricing
Moz Pro offers three plans with meaningful savings on annual billing.
- Starter — $99/month (annual: $79/month) — 1 campaign, rank tracking for up to 50 keywords, 20,000 pages crawled, keyword and link research, and MozBar access. Suitable for small businesses and individual SEOs.
- Standard — $179/month (annual: $143/month) — 3 campaigns, 300 keywords tracked, 400,000 pages crawled, on-page grader, and full keyword and backlink research capabilities.
- Medium — $299/month (annual: $239/month) — 10 campaigns, 1,500 keywords tracked, 2,000,000 pages crawled, competitor tracking, and priority support. Suited to agencies and larger in-house teams.
A 30-day free trial is available. Always verify current rates at moz.com/pricing.
Who Should Use Moz?
Moz Pro is well suited to in-house SEO teams, digital marketing agencies, and content marketers who need a reliable, full-stack SEO platform with strong keyword research, rank tracking, and technical audit capabilities. Its Domain Authority metric is widely used across the industry as a shorthand for link quality evaluation — making the Link Explorer particularly valuable for outreach and link-building workflows. The Starter plan at $79/month (annual) is competitive for individual SEOs and small businesses. Teams that prioritise backlink database depth and SERP data freshness may find Ahrefs or Semrush more comprehensive, but Moz's two-decade track record, strong educational resources, and trusted metrics make it a dependable choice for teams building long-term SEO programmes.
Frequently Asked Questions
What is Moz Pro used for?
Moz Pro is a full-stack SEO platform used by marketers and agencies to research keywords, track organic search rankings, audit websites for technical SEO issues, and analyse backlink profiles. It is also the source of the Domain Authority (DA) metric widely used across the SEO industry to assess the relative ranking potential of any domain based on its backlink strength.
How much does Moz cost?
Moz Pro's Starter plan costs $99/month ($79/month billed annually), the Standard plan costs $179/month ($143/month annually), and the Medium plan costs $299/month ($239/month annually). Annual billing saves approximately 20% across all plans. A 30-day free trial is available with no credit card required for new accounts.
What is Domain Authority and why does it matter?
Domain Authority (DA) is a proprietary metric developed by Moz that scores any website on a scale of 1 to 100, estimating how likely the domain is to rank well in search engine results based on its backlink profile strength. Higher DA scores indicate a stronger link profile. While DA is not used directly by Google as a ranking factor, it is widely adopted across the SEO industry as a quick benchmark for comparing the relative authority of different domains — particularly for evaluating link-building targets and assessing competitive ranking difficulty.
Is the MozBar free?
Yes. The MozBar Chrome extension is free to install and use. It shows Domain Authority, Page Authority, and spam score for any website as you browse — allowing quick link quality assessment during outreach research or competitive analysis without opening the full Moz Pro platform. Some advanced MozBar features require a Moz Pro subscription, but the core DA and PA metrics are accessible to all users including those on free accounts.
How does Moz compare to Ahrefs and Semrush?
Moz, Ahrefs, and Semrush are the three most established full-stack SEO platforms. Ahrefs is widely considered to have the most comprehensive backlink database and freshest crawl data. Semrush offers the broadest toolset extending beyond SEO into PPC, social, and content marketing analytics. Moz is recognised for its trusted Domain Authority metric, strong educational content, and a more approachable interface for SEO beginners and small teams. All three offer keyword research, rank tracking, site audits, and backlink analysis — the best choice depends on which features are prioritised and the team's budget and experience level.
