Moz (marketing software)

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Formerly called
Industry Marketing
Founded 2004
Founder Rand Fishkin and Gillian Muessig
Headquarters Seattle, Washington, USA
Products Marketing-related software as a service

Moz is a software as a service (SaaS) company based in Seattle, Washington, U.S., that sells inbound marketing and marketing analytics software subscriptions. It was founded by Rand Fishkin and Gillian Muessig in 2004 as a consulting firm and shifted to SEO software development in 2008. The company hosts a website that includes an online community of more than one million globally based digital marketers and marketing related tools. Moz offers SEO tools that includes keyword research, link building, site audits, and page optimization insights in order to help companies to have a better view of the position they have on search engines and how to improve their ranking.


In 2004, Moz was founded by Rand Fishkin[1] and Gillian Muessig [2] as 'SEOmoz'. In September 2007, the company raised $1.1 million in Series A funding from Ignition Partners and Curious Office.[3] In 2012, it raised $18 million in funding from Foundry Group and Ignition Partners.[4][5]

In June 2012, SEOmoz acquired Followerwonk, a tool for searching, filtering and managing Twitter bios with other Twitter management functions like analytics.[6] The terms were not disclosed, but SEOmoz said the acquisition was for somewhere between one and four million US dollars.[5] In December 2012, SEOmoz acquired GetListed for $3 million.[7] In May 2013, the company rebranded as 'Moz' and relaunched the website at[8] During the period 2008 to 2011, SEOmoz grew from $1.5 million to $11.4 million in revenue.[9] In January 2016, Moz secured a $10 million investment from the Foundry Group.[10]

In January 2014, Rand Fishkin stepped down as the CEO of Moz.[11] The position was taken by Sarah Bird who was already the President and COO of the company.

In August 2016, Moz laid off 28% of their staff to double down on SEO and focus on earning profitable revenue.[12]


Moz has a series of tools in its SEO Toolbox,[13] including Moz Keyword Explorer,[14] a leading keyword research tool that provides keyword suggestions, SEO competition, opportunity, SERP features, saved lists, and accurate search volume data.

MozPro [15] provides SEO site crawl checkups, prioritized SEO fixes, rank tracking, competitor tracking, SERP feature tracking, and more.

Open Site Explorer [16] is a free SEO tool that provides link data.

mozRank is an alternative to Google PageRank.[17][18] Moz also has a tool for researching popular search trends[19]

Moz offers an SEO browser tool called MozBar.[20]

In August 2016 Moz announced that it was dropping the Followerwonk tool to focus more on SEO.[21]


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.[22][23] 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.[24]


The organization's business model is largely based on inbound marketing. The company says that 85% of the trial users of its software come through organic search, social media, and referrals.[25] 85% of Moz's revenue comes from SaaS subscriptions.[26]

See also[edit]


  1. ^ Rand Fishkin interview 
  2. ^ About, 
  3. ^ Kelly, Meghan (August 6, 2007), "SEOmoz is looking for $25M second round (updated)", VentureBeat, retrieved October 12, 2012 
  4. ^ Kelly Clay (5 January 2012). "SEOmoz Raises $18 million In Venture Capital From Foundry Group And Ignition Partners". Retrieved 16 June 2012. 
  5. ^ a b Mickey, B. (2012). Marrying SEO and Social Analytics Tools. Folio: The Magazine For Magazine Management, 41(7), 26.
  6. ^ Miller, Miranda (August 20, 2012), SEOmoz Acquires Twitter Analytics Company Followerwonk, retrieved October 12, 2012 
  7. ^ Chris Crum (2012-12-04). "SEOmoz Acquires GetListed For $3 Million". WebProNews. Retrieved 2014-02-21. 
  8. ^ Clay, Kelly (2013-05-29). "SEOmoz Rebrands As Moz, Introduces Moz Analytics". Forbes. Retrieved 2014-02-21. 
  9. ^ "SEOmoz", Inc., retrieved October 12, 2012 
  10. ^ Essential Tools That Everyone In the SEO Industry Should Be Using, Dilate, May 24, 2016
  11. ^ Schwartz, Barry (January 15, 2014). "Rand Fishkin Steps Down As The CEO Of Moz, Sarah Bird New CEO". Search Engine Land. Retrieved October 31, 2017. 
  12. ^ Bird, Sarah (August 17, 2016). "Moz is Doubling Down on Search". blog. 
  13. ^ Moz SEO Tools, 
  14. ^ Moz Keyword Explorer, 
  15. ^ MozPro, 
  16. ^ "Open Site Explorer". [1]
  17. ^ 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. 
  18. ^ Baker, Loren (July 12, 2006), SEOmoz Page Strength Tool : Replacing Google PageRank?, Search Engine Journal, retrieved October 12, 2012 
  19. ^ Schwartz, Barry (August 6, 2007), Spot Trends With SEOmoz’s Popular Searches Tool, Search Engine Land, retrieved October 12, 2012 
  20. ^ "MozBar Revived! How We Rebuilt MozBar to be More Robust Than Ever—Plus a Brand-New Feature". blog. 
  21. ^ "Moz Dropping Followerwonk & Moz Content, Refocusing on SEO Products - Search Engine Journal". 2016-08-18. Retrieved 2016-08-29. 
  22. ^ Woodward, Curt (August 25, 2011), SEOmoz’s Fishkin: The Most Transparent Fundraising Saga Ever?, Xconomy, retrieved October 12, 2012 
  23. ^ Greene, Aislyn (August 29, 2011), SEOmoz CEO Rand Fishkin on his 'misadventures in VC funding', TechFlash/Bizjournals, retrieved October 12, 2012 
  24. ^ Grossman, Anna (April 17, 2008), "To Cut or What? The World Butts In", The New York Times, retrieved October 12, 2012 
  25. ^ Gossage, B. (2012). Rand Fishkin. Inc, 34(6), 19.[self-published source?]
  26. ^ Jonathan Allen (February 1, 2010). "Distillation of consulting business is a win for SEOmoz & Distilled". Search Engine Watch. Retrieved 2014-02-21. 

External links[edit]