Moz (marketing software)

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Type Private
Industry Marketing
Founded 2004
Headquarters Seattle, Washington
Products Software

Moz is a software as a service (SaaS) company based in Seattle, Washington, U.S.A., that sells inbound marketing and marketing analytics software subscriptions. It was founded by Gillian Muessig and Rand Fishkin in 2004 as a consulting firm and shifted to software development in 2008. The company hosts a website which includes an online community of more than one million globally based digital marketers and marketing related tools.


Moz was founded by Rand Fishkin and Gillian Muessig in 2004 as 'SEOmoz'.[1] It was incorporated as "SEOmoz LLC" on November 1, 2005 in Washington.[2] It raised $1.1 million in Series A funding in September 2007.[3] On October 17, 2007, it changed its name to "SEOmoz, INC" and incorporated in Delaware.[4] The Delaware corporation SEOmoz, INC incorporated in Washington on July 28, 2008 under the same name[5] From 2008 to 2011, SEOmoz grew from $1.5 million to $11.4 million in revenue.[6] It raised $18 million in 2012.[7][8] In June 2012, SEOmoz acquired Followerwonk, a tool for searching, filtering and managing Twitter bios with other Twitter management functions like analytics.[9] The terms were not disclosed, but SEOmoz said the acquisition was for somewhere between one to four million US dollars.[8] In December 2012, SEOmoz acquired GetListed For $3 Million.[10] In May 2013 the company rebranded as 'Moz' and relaunched the website at[11] This rebranding caused the company a trademark issue[12] with,[13] another marketing company.


Moz has a series of tools on its SEO Toolbox page,[14] including a Term Extractor, which shows the importance of words or phrases and what HTML components keywords show up in. It also has a tool to determine the relevance of a page based on sampling. moztrust compares how trustworthy a website is compared to others. mozRank is an alternative to Google PageRank.[15][16] Moz also has a tool for researching popular search trends[17] and a community site called YOUmoz.[18] There is an SEO audit tool called SEO Toolbar.[19] It sells three different versions of paid accounts.[3]


Moz has a culture of transparency. When it raised funding in 2012, the CEO Rand Fishkin blogged about his personal opinions, doubts and analyses as the company went through the process.[20][21] In September 2007, more than 400 readers posted opinions on Moz on the CEO's facial hair based on six photos he posted. According to the New York Times, he arrived to the conference in Stockholm "unshaven and bristly" based on the crowd-sourced decision.[22]


The organization's business model is largely based on inbound marketing. The company says that eighty-five percent of the trial users of its software come through organic search, social media and referrals.[23] Eighty-five percent of Moz's revenue comes from SaaS subscriptions.[24]

See also[edit]


  1. ^ "About Rand". SEOmoz. Retrieved 2012-07-12. 
  2. ^ "UBI 602550096". State of Washington. Retrieved 9 December 2012. 
  3. ^ a b Kelly, Meghan (August 6, 2007), "SEOmoz is looking for $25M second round (updated)", VentureBeat, retrieved October 12, 2012 
  4. ^ "ID 4440708". State if Delaware. Retrieved 9 December 2012. 
  5. ^ "UBI 602777248". Retrieved 9 December 2012. 
  6. ^ "SEOmoz", Inc., retrieved October 12, 2012 
  7. ^ Kelly Clay (5/01/2012). "SEOmoz Raises $18 million In Venture Capital From Foundry Group And Ignition Partners". Retrieved 2012-06-16. 
  8. ^ a b Mickey, B. (2012). Marrying SEO and Social Analytics Tools. Folio: The Magazine For Magazine Management, 41(7), 26.
  9. ^ Miller, Miranda (August 20, 2012), SEOmoz Acquires Twitter Analytics Company Followerwonk, retrieved October 12, 2012 
  10. ^ Chris Crum (2012-12-04). "SEOmoz Acquires GetListed For $3 Million". WebProNews. Retrieved 2014-02-21. 
  11. ^ "SEOmoz Rebrands As Moz, Introduces Moz Analytics". Forbes. 2013-05-29. Retrieved 2014-02-21. 
  12. ^ Anji Ismail (May 31, 2013). ""Why trademarks are important for startups" OR "How SEOMoz sent us a takedown notice."". Retrieved 2014-02-21. 
  13. ^ Online Marketing done by qualified experts
  14. ^ Schwartz, Barry (August 31, 2007), SEOmoz & SEO Book Organize SEO Tools & Add Features, Search Engine Land, retrieved October 12, 2012 
  15. ^ Brent Chaters (14 October 2011). Mastering Search Analytics: Measuring SEO, SEM and Site Search. O'Reilly Media, Inc. p. 209. ISBN 978-1-4493-1907-6. Retrieved 11 October 2012. 
  16. ^ Baker, Loren (July 12, 2006), SEOmoz Page Strength Tool : Replacing Google PageRank?, Search Engine Journal, retrieved October 12, 2012 
  17. ^ Schwartz, Barry (August 6, 2007), Spot Trends With SEOmoz’s Popular Searches Tool, Search Engine Land, retrieved October 12, 2012 
  18. ^ Schwartz, Barry (February 7, 2007), SEOmoz Launches YOUmoz Group SEM Blog, Search Engine Land, retrieved October 12, 2012 
  19. ^ SCHWARTZ, MATTHEW. "Wpromote's New Tool Helps Craft Initial SEO Strategy." B To B 97.5 (2012): S017-1NULL. Computers & Applied Sciences Complete. Web. 12 Oct. 2012.
  20. ^ Woodward, Curt (August 25, 2011), SEOmoz’s Fishkin: The Most Transparent Fundraising Saga Ever?, Xconomy, retrieved October 12, 2012 
  21. ^ Greene, Aislyn (August 29, 2011), SEOmoz CEO Rand Fishkin on his 'misadventures in VC funding', TechFlash/Bizjournals, retrieved October 12, 2012 
  22. ^ Grossman, Anna (April 17, 2008), "To Cut or What? The World Butts In", The New York Times, retrieved October 12, 2012 
  23. ^ Gossage, B. (2012). Rand Fishkin. Inc, 34(6), 19.[self-published source?]
  24. ^ Jonathan Allen (February 1, 2010). "Distillation of consulting business is a win for SEOmoz & Distilled". Search Engine Watch. Retrieved 2014-02-21. 

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