With a hefty price tag of 99 bucks a month, the newly released Moz Analytics may give you second thoughts on whether or not it’s really worth it, and you would be right to do so. Why spend so much money on an analytic software when Google Analytics is free? Not to mention all the other available tools that are much cheaper. But for now, we will just focus on Moz, as they have a certain amount of clout and it is worth considering the value of anything they produce.
If you are part of the SEO world, more than likely you are already familiar with Moz and the impact they have on SEO. If not, just think of them as the unofficial SEO knowledge champs that pride themselves on ease of understanding and access: SEO for dummies, if you will. This mantra transcends into their latest tools software, Moz Analytics. Recently I sat down with PPC/SEO expert Tom Furton of Milestone SEO, who applied Moz Analytics to one of his campaigns. Here’s what he thought.
“Complete with warning flags, priority assignments, and easy access educational materials. Pretty low grade and uninteresting for a lot of seasoned pros, but I found this all really valuable when I was teaching myself basic SEO. And I like the gamification angle. As in: 75 medium priority issues!?! I don't think so! Then you go fix 16 of them or whatever, and now you're down to 59. You probably feel a little better. You probably learn something you can communicate to your developer so you don't get so many issues the next time you add a bunch of pages. Again, super valuable (I'd argue) for new SEOs who might feel a little overwhelmed and unsure of what to do and where to start.”
“- and critically, link metrics over time. And even link metrics over time compared to some competitors you define when you set up a campaign. Really powerful tools for the more advanced SEOs. You say you're falling in the SERPs because Google is mean and inscrutable? BS - you're falling because your competitor is adding high quality links from reputable sources while you're dropping comment links on some piano teacher's blog in Portugal. There it is, staring you in the face and challenging you to do better (and/or copy and improve on what your competitor is doing).”
Search referral data
“Shows what keywords bring traffic, what that traffic does - again, over time if you want to look at it that way. Sure, this is available (or has been available - [not provided] and so forth) in Google Analytics, but it's nice to have one base of operations where you can channel surf, so to speak with practically no effort. That's the difference between a free service and a paid one, maybe.”
“They still matter, I guess, and they're not so easy to get all time. I also feel like I can trust Moz to strip all the personalization stuff out which can impact the search results I see on my computer; there are ways to do that on your own, of course, but it can be a hassle sometimes. As I recall, Moz used to provide a template you can customize for client reporting in a nice branded pdf, if you're into that kind of thing.”
“I love the Moz approach and pretty much everything Moz puts out.
With that being said, I think what Moz values - and predictably, the capabilities of the tools Moz builds - makes a lot of sense for patient, serious internet marketers who get (or maybe just believe) that they're building something over time, brick by brick. Process matters to these people. They want results like anyone else, but they want to understand what's driving those results. They use phrases like 'path to purchase'. They optimize for outcomes, not for keyword rankings. (That's a Lee Oddenism, not something I made up.) These aren't tools for the quick-fix types. That's SENuke, Rank Checker, keyword density calculations, and some magic meta tag formula which will fix everything.”