Joonas Rotko · Founder, That Marketing Buddy
I assess SEO and GEO software through 10+ years of agency work, current product research, buyer needs, competing tools and total cost.
How this review was prepared
This assessment combines 10+ years of agency experience, experience with Moz tools, current plan and product research, realistic campaign, keyword, crawl, seat and AI costs, and comparison with the wider SEO and GEO market.
This page may include affiliate links, meaning I may earn a commission if you sign up (at no extra cost to you).
The Verdict
Is Moz right for you?
Moz Pro remains credible for teams that value clear core SEO workflows and trusted link metrics.
Campaigns bring tracking, crawling, page optimisation and link research into a product that is easier to explain than the broadest suites. Current plans also include explicit AI Overview and AI Visibility capacity.
Plan ceilings matter: Standard includes 3 tracked sites and 300 keywords, Medium 10 sites and 1,500 keywords, and Large 25 sites and 3,000 keywords. Agencies should price active client sites first, then check users, prompts and supported models.
Who It's For
Who Moz is for (and who it isn't)
✓ Best for
- +Small in-house marketing teams needing a learnable platform. Campaigns, research, crawling and links cover the recurring core.
- +Agencies using link authority in strategy. Link Explorer and established Moz metrics provide familiar comparisons.
- +Teams adding GEO to core SEO. Plans list AI Overviews, prompt tracking and visibility dashboards.
- +Teams that need SEO concepts clients understand. Moz's campaign structure and familiar link metrics can make recurring work easier to explain.
× Consider something else if
- −You need paid and cross-channel market intelligence. Semrush reaches further into paid search, market and historical research.Try Semrush →
- −Project count must scale cheaply. Campaign limits can be the first constraint.Try SE Ranking →
- −Content optimisation is daily work. A dedicated editorial product gives writers a clearer workflow.Try Surfer →
- −You want recommendations deployed to the site. Moz focuses on research, monitoring and prioritisation. Search Atlas adds a controlled execution layer through OTTO.Try Search Atlas →
What You Can Do
What can Moz do?
Research where a site can compete
Keyword Explorer combines volume, difficulty, SERP review and prioritisation. Use metrics comparatively, then inspect intent, format and authority. Moz cannot know a term's commercial importance or guarantee traffic.
Run an ongoing site campaign
Campaigns group rankings, crawling, page optimisation and links around one property. Standard includes 3 campaigns and 300 keywords; Medium 10 and 1,500; Large 25 and 3,000. Agencies often hit campaign count first.
Investigate authority and links
Link Explorer helps compare domains and linking pages through Moz's index and metrics. Use Domain Authority for relative research, not as a Google metric or business KPI; relevance and quality still need review.
Combine rankings with AI monitoring
Plans list AI Overviews by keyword plus dashboards, prompts and supported models. Large includes 4 dashboards, 200 prompts, four models and weekly tracking. Connect changes to content, citations and positioning.
Build a client review around decisions
Use Campaigns to bring ranking, crawl, page and link changes into one account, then explain what matters and who owns the next action. Extra seats cost separately, so choose between shared reporting, exports and paid working access before inviting a whole team.
AI, API & MCP
How Moz fits an AI-agent workflow
Moz runs two official beta MCP servers, Moz Data and Moz Local, plus a JSON-RPC API, but all three sit behind a separate paid Moz Data API subscription that a standard Moz Pro plan does not include.
AI agent workflow
Pull Domain Authority and backlink gaps for a client pitch
With a Moz Data subscription connected, an agent can pull Domain Authority, Page Authority, and backlink profile data for a target domain plus several competitors in one conversation and summarize the gap in plain language, all read-only.
Approval boundary: Because every tool is read-only, there is no write action to approve. The real checkpoint is upstream: someone has to buy and configure the separate Moz Data API subscription before an agent can query anything, since it is not bundled into a standard Moz Pro seat.
MCP
officialTwo beta servers, gated behind a separate Data API subscription
Moz Data (api.moz.com/mcp/v1/data) and Moz Local (api.moz.com/mcp/v1/local) are official beta MCP servers authenticated with OAuth 2.1 and PKCE. Around 28 read-only tools cover Domain Authority, Page Authority, Spam Score, the Moz Link Index, and keyword metrics, but access requires a paid Moz Data API subscription separate from Moz Pro.
Moz Data MCP endpoint →API
officialJSON-RPC API billed by row volume, not part of Moz Pro
Moz's API is JSON-RPC 2.0 served from a single endpoint at api.moz.com/jsonrpc, exposing 62 methods for Domain Authority, the Link Index, keyword metrics, and Moz Local data. It is billed by row volume starting near $125 a month for 50,000 rows, and it is a separate purchase from Moz Pro, not a plan feature.
Moz API endpoint →Pricing
How much does Moz cost?
The published entry plan starts at $99/mo. For this review's professional buyer, the practical starting point is $179/mo before users and add-ons. No free plan, but there’s a 30-day free trial.
| Plan | Monthly |
|---|---|
| Standard | $99/mo |
| MediumPopular | $179/mo |
| Large | $299/mo |
The current Moz Pro suite starts with Standard at $99 monthly or $79 per month on annual billing. Medium is $179 or $143, and Large is $299 or $239. A professional account can also add user seats, AI Visibility dashboards and prompts, Moz Local or separately billed API access. The working configuration matters more than the entry price.
Standard: the one-user entry plan
Standard provides 1 user, 3 tracked sites, 300 tracked keywords and 400,000 crawled pages per month at $99 monthly or $79 per month on annual billing. It also includes 1 AI Visibility dashboard, 50 tracked prompts and 2 AI content briefs per month. It is a real working plan, but a small agency can outgrow the site, user and AI limits quickly.
Medium: the practical professional tier
Medium supports 2 users, 10 tracked sites, 1,500 tracked keywords and 2 million crawled pages per month at $179 monthly or $143 per month on annual billing. It includes 2 AI Visibility dashboards, 100 tracked prompts and 10 AI content briefs per month. This is the most realistic starting point for a small professional team.
Large: portfolio and GEO capacity
Large provides 3 users, 25 tracked sites, 3,000 tracked keywords and 5 million crawled pages per month at $299 monthly or $239 per month on annual billing. It includes 4 AI Visibility dashboards, 200 tracked prompts and 50 AI content briefs per month. Choose it for measured portfolio demand rather than the tier name.
Additional users cost $49 each per month
A plan's campaign capacity can support more work than its included team access. Price every strategist, analyst or account manager who needs a working login instead of assuming seats scale with campaigns.
AI Visibility has stackable add-ons
Extra AI Visibility dashboards cost $20 each and extra tracked prompts cost $50 per 100 on supported tiers. A multi-client GEO service should multiply these by the brands and prompt depth promised.
Moz Local: listings and reputation by location
Moz Local is separate from Moz Pro. Lite costs $20 monthly or $199 yearly and fits basic listings, review monitoring and local presence work. Preferred costs $30 monthly or $299 yearly and adds review responses, sentiment, social publishing, competitor analysis and agency permissions. Elite costs $40 monthly or $399 yearly and adds Listings AI, wider social publishing, linked-inbox responses and reporting. Listings AI costs $14 monthly or $119 yearly where it is not included; Reviews AI costs $10 monthly or $69 yearly. Enterprise is custom-priced for 50 or more locations.
STAT: enterprise rank tracking from $720/month
STAT is the specialist choice for agencies and enterprises tracking SERPs at scale. Pricing starts at $720 per month for 6,000 keywords. It adds daily tracking, unlimited sites, local and mobile SERPs, competitor intelligence, expert support, and flexible app and API access. It is not included with a Moz Pro subscription.
Moz API: row-based access from free to enterprise
Moz API is a separate data product. Free access allows one request every ten seconds and up to 50 rows per month. Starter spans roughly $20 to $75 monthly for research and reporting integrations; the shown 15,000-row configuration is $75. Growth spans $125 to $500 for growing data needs; the shown 120,000-row configuration is $250. Advanced starts at $2,000 for 4 million rows, while Enterprise starts at $10,000 for more than 4 million rows and custom support. The current plans list MCP access as beta enabled.
Moz Data: custom data for advanced teams
Moz Data is for advanced SEOs, digital marketers and companies building link audits, competitive analysis, market research, AI models or custom data products. It brings Moz's data products and bespoke solutions under one commercial conversation, but it does not make Moz Pro, STAT, Local, APIs or custom data one bundled subscription. Pricing is custom.
Example agency configuration
A three-person team on Medium annual with one $49 extra seat, two extra $20 AI dashboards, 200 extra tracked prompts at $100, and Moz Local Preferred plus Listings AI for three locations reaches about $437 per month when the annual Local totals are converted to monthly equivalents. Your stack may differ, but this shows why the $179 practical starting point still needs a full configuration check.
Use the 30-day trial on real work
Create a representative campaign, import the actual keyword set, run a crawl, compare known competitors in Link Explorer and build the report the team will use. Then price seats, AI brands, prompts, Local and API access before the trial ends.
Alternatives
When I'd choose something else
Three different buying priorities, and what I'd pick instead for each one.
Broader intelligence
Semrush
Choose it for paid, historical and cross-channel research.
Trade-off: It is more complex and potentially costlier.
Explore Semrush for this use case →Agency site capacity
SE Ranking
Choose it when multi-site tracking, audits and client reporting matter more than Moz's link vocabulary.
Trade-off: Moz remains especially approachable for link research.
Explore SE Ranking for this use case →Lower-cost keyword work
Mangools
Choose it for straightforward keyword, SERP and rank work.
Trade-off: Campaign audits, scale and integrated GEO are lighter.
Explore Mangools for this use case →Keep going
- Compare Moz against the field: Best SEO Software for One Website
- Put it to work: How to Do an SEO Audit on Your Website: A Step-by-Step Guide
Downsides
Limitations to consider before subscribing
Campaign counts limit agencies
Three on Standard and ten on Medium may force upgrades early.
Less broad than Semrush
Moz focuses on core organic workflows.
Authority scores are proprietary
Domain Authority is not a Google metric.
AI quotas vary
Dashboards, prompts, models, briefs and frequency depend on tier.
Adjacent Moz products bill separately
Local, STAT, API and Data are not automatically included with Moz Pro.
My Recommendation
My recommendation: shortlist Moz when clarity beats breadth
Shortlist it for understandable campaigns, keyword and link research, crawling and integrated SEO/GEO monitoring. Medium is the practical small-team tier; Standard is the one-user entry plan.
Choose Semrush for combined SEO and paid intelligence, SE Ranking for agency value or Surfer for content operations.
What to check during the trial
- –Create a representative campaign.
- –Import the real keyword set.
- –Run a crawl and assign issues.
- –Compare known competitors in Link Explorer.
- –Build the actual client or leadership report.
- –Price seats, AI dashboards, prompts, Local and API access.
Use Moz with Claude, ChatGPT or a coding assistant
Use Moz's API or an MCP connection for a repeated research or reporting task, such as comparing link metrics, retrieving keyword data or preparing a monitored summary. Start read-only, record row or plan consumption, and require citations back to the retrieved data. Direct dashboard work remains simpler for occasional analysis.
FAQ
Frequently asked questions about Moz
Yes. Current plans list AI Overview tracking, visibility dashboards, prompts, models and AI content briefs.
Medium is realistic for a small agency; Large supports 25 campaigns and higher AI quotas.
Moz's proprietary comparative estimate of ranking strength, not a Google metric.
Moz is easier to adopt for core work; Semrush is broader. Recurring jobs decide the better fit.
Moz currently promotes a 30-day Moz Pro trial.
The current suite starts at $99 monthly for one user and three tracked sites. A small professional team is more likely to compare Medium at $179 monthly before extra seats and additional AI capacity.
Extra users, AI Visibility dashboards, tracked prompt blocks, Moz Local, STAT and Moz API can all add separate costs depending on the workflow.
No. Moz Pro is the core SEO and GEO campaign product. Moz Local, STAT, Moz API and custom Moz Data services are separate products with their own pricing and buyer fit.
Yes through API or MCP workflows supported by the assistant. API data is separately metered, so define the task and expected usage before automating it.
Sources & References (7)
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