Moz

Moz invented some of the world's most-used SEO metrics — Domain Authority and Page Authority — and remains the preferred tool for those who need data on backlinks and site authority. Not the richest in features, but the one long-standing SEO specialists trust most.

Moz Pro is Moz's SEO suite, organized around four main areas: keyword research, link analysis, site audit and rank tracking. Keyword Explorer lets you analyze search volumes, ranking difficulty and organic traffic opportunities. Link Explorer is the module dedicated to backlink analysis, calculating Domain Authority (DA) — the domain authority metric invented by Moz — and Page Authority. Site Crawl performs a technical scan of the site identifying on-page and structural SEO issues. Rank Tracker monitors positions for a defined keyword set, with local and national data. MozBar is the free Chrome extension that shows DA and PA metrics directly on the search results page or any website. Moz is also known for its SEO community and educational resources — Whiteboard Friday and the blog — which made it a sector reference. Compared to Semrush and Ahrefs, Moz has a smaller keyword and backlink database, but remains the reference tool for the DA metric.

For SEO specialists, consultants, agencies and marketing teams who want to analyze site authority, monitor rankings and do keyword research, with particular focus on the DA and PA metrics.

Moz Pro has no permanent free plan, but offers a 7-day free trial with no credit card required. The Starter plan starts at $49 per month ($39 annual) with basic SEO features, followed by Standard at $99/month, Medium at $179/month and Large at $299/month — with progressive increases in monitored keywords, campaigns and crawl credits. Annual billing saves 20%. Compared to Ahrefs and Semrush, Moz sits at a comparable price level but with a database generally considered less deep.