Analyze and monitor a brand's online marketing efforts with Moz Pro

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Analyze and monitor a brand's online marketing efforts with Moz Pro
Analyze and monitor a brand's online marketing efforts with Moz Pro

Link
http://moz.com

Specifications
Moz Pro provides a suite of research and analytics tools to track all inbound marketing efforts for a website, including search marketing, link building, social media, and brand mentions.

Features include keyword research and page analysis tools, as well as tools to research and compare backlinks, identify top pages, view social activity data, and analyze anchor text.

Clients can search, segment, and compare Twitter users and track follower growth and monitor online brand, product, and competitor mentions.

The platform has a wealth of SEO and inbound marketing educational resources. 

Cost
Monthly cost for Moz Pro ranges from $99 to $599. Price breaks are available on annual subscriptions. 

User
Patrick Garmoe, e-commerce manager for Travelex Insurance Services, has been using Moz Pro for five years.

How do you use it?
Moz Pro is easy to set up and operate and it's all cloud-based.

The first time you log on to Moz.com, you connect the platform with Google Analytics and your website. There's no coding required. After you set it up the first time, it's always running. 

Within your portal, there are tools related to your website and social channels.

The first major Web tool is Open Site Explorer, which allows you to quickly see stats related to your website and those of competitors, such as how many links you have, how "authoritative" your website is versus competitor sites.

The MozBar provides you with similar data, but in a condensed form in your browser window. It's good for quick analysis, including data around the number of links going to a site. 

There's also the Rank Tracker tool that allows you to type in a keyword to see how well your website or a competitor's site ranks in a variety of ways. It gives you the big picture and helps track trends over time, which isn't easy to do without a tool like this. 

There's also a Page Grader tool that helps you perfect individual website pages. You just type in your URL or that of a competitor and you get SEO information, as well as details about how Google sees your pages. For example, it will let you know if you have a good title tag or some sort of error on your site that's causing Google not to crawl it quite right. I've set it up so I get weekly Page Grader reports.

Follower Wonk is the main social media tool, which is brilliant for analyzing Twitter. It tells you who you're following, who your followers are interested in, and based on your current audience, what other influencers would be a good fit for you. You can sort followers by a variety of metrics so you get a much better feel for whether or not they're worth following for your niche.

This tool provides much deeper metrics around your followers' audience than just how many people follow them.

You can also use the Fresh Web Explorer tool to find mentions of your brand or competitor brands (or any keyword term you care about).

I've never had a technical problem. There is a button to send a private message to the support staff if you need to.

For more help, Moz also has one of the biggest online forums related to SEO issues.

How does it serve your business needs?
It's a fantastic tool for getting a big-picture view of what's going on your website and those of your competitors.

It helps us benchmark our site, travelexinsurance.com, against our competitors' sites. If a rival site is getting a better ranking than your site or has better keywords overall, those are indicators that their sites are doing better than yours.

Because Moz shows me all the keywords our website ranks for and similar data for our competitors, I can easily determine whether or not I'm making progress on improving our site and generating more traffic.

I crawl our website every week to get a fresh look and eliminate any issues. You might have a really good page of content that would rank very well, but there may be an error that causes it not to be crawled correctly. That's hard to detect without a tool like Moz.

For example, we have two pages that are essentially identical that we use for different purposes. Moz pointed out that Google considered those pages as duplicate content, which you don't want. Once Moz pointed it out, I just had to make one slight change in the code to fix it.

What are the main benefits?
The ease of seeing all website-related data in one place, especially if you have a limited budget.

Moz caters to the marketer. It's by far the best resource to learn about everything SEO- and website-related from a marketer's perspective.

It provides excellent support and educational materials for everything from SEO 101 to advanced topics and issues.

What are the main drawbacks?
If you really want to analyze competitors on Google adwords and pay-per-click, then SEMrush is a better tool because Moz doesn't cover the paid side of the equation. Moz mostly covers the organic and website side. 

There's not a lot of historical data. You can get one or two months of data, but you can't compare all of one year to all of another year as you can in Google Analytics.

What would you like to see improved/added?
I'd love to see more historical data and it would be nice to have more competitor data around paid search efforts.

Competitors
SEMrush
: A research platform that provides data on competitors' and industry leaders' online marketing activities.

Majestic SEO: Provides link intelligence tools for URLs/domains, keywords, backlinks, and more. The platform see about 4 billion URLs daily, and updates several times daily.

Raven Tools: Software for managing and reporting on online marketing campaigns.

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