How Moz Captures $2.57M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

Moz, a pioneering and trusted leader in SEO software, empowers businesses with comprehensive digital marketing solutions to achieve higher rankings and measurable results. moz has successfully generated $2.57M in traffic cost value through its SEO strategies as of November, 2024. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.

In this article, we’ll dive into the key marketing strategies that contributed to their success.

Keyword Strategies

A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.

Boost SERP Rankings by Understanding Search Intent

The key to this strategy’s success is moz's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.

There are four main types of search intent:

• Informational: When someone is looking to learn more (e.g., “What is moz?”)
• Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”)
• Commercial: When someone is comparing options (e.g., “moz vs. Competitors”)
• Transactional: When someone is ready to buy, use, or download something (e.g., “moz Pricing”)

As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.

Considering various keyword variations that users might search for in areas like UX or template solutions, Moz's top 1,000 organic keywords have been categorized into these intent types.

Notably, navigational keywords are displayed using examples such as "seo", "da pa checker", "domain authority checker", "moz", "moz login", "mozbar login", "google analytics", "moz local", "moz domain authority", "moz da checker" and they account for the largest share, contributing $675.41K in traffic cost.

Optimizing Content for Search Intent

To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.

Here are the top five pages on moz that generate the most organic traffic through content optimized for keyword intent:

moz's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. Each of these keywords drives significant traffic because they address specific queries that match user intent. The query “what is seo” attracts users looking for foundational information, while “domain authority” and “meta description” cover essential SEO concepts that consistently garner high search engagement. “Seo ranking” delves into the strategies behind visibility, and “what is alt text” meets the growing demand for guidance on accessibility practices. This focused content strategy ensures that visitors find precise answers to their questions, ultimately boosting rankings and organic reach.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. Organic keywords are free, help improve online visibility, and attract quality traffic.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves optimizing various elements within a webpage—such as title tags, meta descriptions, and, importantly, URL structures—to improve rankings on search engine results pages. A well-organized URL not only signals the page's content to search engines but also enhances user understanding of what to expect from the page.

Moz employs a clear and structured URL format that divides content into logical subfolders. For simpler pages, the structure follows the pattern moz/[subfolder], which allows users to quickly grasp the topic or functionality of the page. For content that demands a deeper categorization, a nested structure of moz/[subfolder]/[keyword] is used, which explicitly highlights both the category and the specific subject matter of the content.

This uniform and hierarchical URL structure contributes significantly to the overall SEO strategy by making the site more navigable and crawlable. It helps search engines index relevant content quickly while improving user experience through intuitive navigation, reinforcing Moz's technical SEO efforts and overall online visibility.

Examples of URL Structure:

moz/[subfolder]

• https://moz.com/domain-analysis
• https://moz.com/free-seo-tools
• https://moz.com/login

moz/[subfolder]/[keyword]

• https://moz.com/blog/beginners-guide-to-google-business-profile
• https://moz.com/blog/a-beginners-guide-to-the-google-search-console
• https://moz.com/domain-analysis/tinyurl.com

Conclusion

This report provides an integrated breakdown of Moz's digital marketing strategy that has successfully generated $2.57M in traffic value as of November, 2024. The report details how Moz leverages a deep understanding of search intent, categorizing its top 1,000 organic keywords into informational, navigational, commercial investigational, and transactional types—with navigational keywords contributing the largest share. It also highlights content optimization practices by showcasing the top five pages that attract organic traffic through targeted keyword intent. Additionally, the report discusses Moz's strategy for targeting high-value organic keywords displayed in the SEO Fundamentals cluster and emphasizes the importance of a uniform, structured URL strategy in its on-page SEO efforts.