Successfully reported this slideshow.
Your SlideShare is downloading. ×

The Story of Moz: 1981-2011

Loading in …3

Check these out next

1 of 71 Ad

More Related Content

Slideshows for you (20)


Similar to The Story of Moz: 1981-2011 (20)

More from Rand Fishkin (20)


Recently uploaded (20)

The Story of Moz: 1981-2011

  1. The Making of MozHow the power of inbound marketing took our startup from near-bankruptcy to surprising success<br />Rand Fishkin, CEO & Co-founder, SEOmoz<br />March 2011<br />
  2. An Early History of Moz: 1981-2002<br />Rand begins working for Gillian, building websites for her traditional marketing clients<br />Rand + Gillian start by building small web presences for Seattle-area companies<br />2002<br />1997<br />1981<br />2001<br />Gillian (Rand’s Mom) founds the company that will become SEOmoz<br />Rand drops out of UW, 2 classes from graduation to work full time w/ Gillian<br />Text Goes Here<br />
  3. Our Consulting Business: 2003-2006<br />Deeply in debt from a series of failed projects and poor decisions, and struggling to succeed at SEO, Rand starts the SEOmoz blog<br />A growing reputation and hig-profile clients make 2006 SEOmoz’s first profitable year.<br />2006<br />2004<br />2003<br />2005<br />When 3rd-party SEO services fail to help clients, Rand starts to do it himself.<br />After several viral content pieces, the growing popularity of SEOmoz attracts a 4-page Newsweek article on SEO.<br />Our 2006 financials are here:<br />
  4. The Transition to Software: 2007<br />Moz’s first “premium” membership cost $39/month. We still have “grandfathered” members at that price:<br />
  5. Raising Venture Capital: Nov. 2007<br />Invests<br />$100,000<br />(observer seat)<br />Invests<br />$1 million<br />Kelly Smith<br />Michelle Goldberg<br />Board of Directors<br />Founder<br />Founder<br />Rand Fishkin<br />Gillian Muessig<br />Rand’s wife comically marked up the VC-post:<br />
  6. Building Linkscape: 2008<br />We made a comic series at launch to help SEOs understand the project<br />(almost no one read it)<br />
  7. January 2010: Open Site Explorer<br />Great coverage from sources like SELand ( and MSDN ( helped make OSE a hit<br />
  8. The Evolution of PRO Membership<br />From a collection of disparate tools (Jan. 2007 – Aug. 2010) to a campaign-based app that tracks everything in one place (Sep. 2010-)<br />
  9. Subscription Growth<br />“PRO” rises to $79/month in October 2008<br />PRO moves to $99/month in September 2010<br />“Premium” costs $39/$49<br />Highest ever growth came when we sent our first email marketing message:<br /><br />
  10. Moz Today<br />PRO Subscribers:<br />10,300<br />API Customers:<br />20 Paying, 250 Total<br />Employees:<br />32<br />Board of Directors:<br />Rand, Gillian& Michelle<br />Total Capital Raised:<br />$1.1 Million (2007)<br />2010 Revenue:<br />$5.7 Million<br />Gross Margin:<br />~83%<br />
  11. Entrepreneurship Lessons Learned<br />
  12. Don’t Give Up<br />
  13. Today, Rand’s credit score is still so bad that he can’t rent an apartment or make any large purchases (car/house) or get a credit card!<br />
  14. Choose a Small Number of Metrics<br />
  15. Basic Metrics<br />More Advanced<br />Total Paying Subscribers<br />Subscriber Growth + Acceleration Rate<br />Average Revenue / Subscriber<br />Distribution of Revenue/Member<br />Avg. Subscription Duration<br />Cohort Analysis of Subscription Duration<br />Gross Margin<br />Net Profit<br />Gross Revenue<br />Cost of Customer Acquisition<br />Cross-Channel Distribution of Costs<br />Customer Lifetime Value<br />
  16. Track Them Insanely Well<br />
  17. Our Weekly Reporting<br />All our weekly metrics are updated on a company intranet to make it easily accessible to everyone at Moz.<br />
  18. Get Everyone in the Company Focusing on the Numbers<br />
  19. Weekly Email Updates<br />These email updates go out to everyone in the company every week.<br />
  20. Create a Consistent Culture<br />
  21. Moz’s TAGFEE<br /><br />
  22. Hire the Right People<br />
  23. Traits We Seek in Mozzers<br />Excited about the Mission<br />Care deeply about Quality<br />Excellent Cultural Fit<br />Balance of New & Experienced<br />Productive w/o Instruction<br />Strong Instincts<br /><br />
  24. Divide Big Challenges into SmallOnes to Successfully Scale<br />
  25. How We Built an Index of the Web<br />The completed index of Wikipedia proved viable, and we began a project to do web-scale indexing of billions of pages.<br />At launch, we had only a single index – it was December before we could create a second one!<br />Oct. 2008<br />Feb. 2008<br />Dec. 2007<br />June 2008<br />We began a project to crawl and index the content of as a test run for the web.<br />Our estimates put our web crawl abilities around 5 billions URLs, giving us data on ~30 billion pages. Lots of testing, failing and re-trying would occur prior to launch.<br />Text Goes Here<br />
  26. Marketing Lessons Learned<br />
  27. Selling is Painful<br />
  28. At Moz: No Sales Team<br /><br />
  29. Education Builds Trust and Community<br />
  30. Moz Community<br /><br />
  31. Forms of Content that Worked<br />
  32. A Blog We Update Every Day<br />
  33. “Viral” Targeted Content<br /><br />
  34. “Viral” Targeted Content<br /><br />
  35. “Viral” Targeted Content<br /><br />
  36. Graphics + Illustrations<br />
  37. A Weekly Video Series<br /><br />
  38. Research + Data Sharing<br /><br />
  39. Research + Data Sharing<br /><br />
  40. Slide Presentations<br /><br />
  41. Webinars<br /><br />
  42. Successful Marketing Channels<br />
  43. Forums<br />Via<br />
  44. Forums<br />
  45. Blogs<br />Via<br />
  46. Blogs<br />
  47. Comments + Conversations<br />
  48. Search<br />Via SEOmoz’s Google Analytics Data<br />
  49. Search<br />Via SEOmoz’s Google Analytics Data<br />
  50. Twitter<br /><br />
  51. Twitter<br />Via SEOmoz’s Google Analytics Data<br />
  52. Facebook<br /><br />
  53. Facebook<br />Via SEOmoz’s Google Analytics Data<br />
  54. Email<br /><br />
  55. LinkedIn<br /><br />
  56. Slideshare<br /><br />
  57. Scribd<br /><br />
  58. StumbleUpon<br /><br />
  59. Hacker News<br /><br />
  60. Hacker News<br />Hacker News is one of our top sources for new visitors, but it’s very spiky and has extremely low engagement.<br />
  61. Quora<br /><br />
  62. Quora<br />As Quora’s traffic spiked into 2011, SEOmoz benefitted from the questions we’d answered on the site – a good reason to participate in “up-and-coming” inbound marketing channels<br />
  63. Conferences + Events<br /><br />
  64. The Inbound Marketing process we useIn 4 Simple Steps<br />
  65. Step #1: Discover<br />Find inbound marketing paths that look promising and make a list.<br />Step #2:Test<br />Invest a few days/hours building authentic value in that niche/sector.<br />Step #3: Measure<br />Use your web analytics to track primary + second-order impact<br />Step #4: Repeat<br />Throw out low ROI projects; repeat high ROI ones.<br />
  66. News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(AKA “free” traffic sources)<br />Forums<br />Webinars<br />Word of Mouth<br />Social Bookmarking<br />Podcasting<br />Direct/Referring Links<br />Type-In Traffic<br />Q+A Sites<br /><br />
  67. Results:Traffic & Financial Data<br />
  68. Traffic 2007 - 2011<br />In February, 2011, Moz+OSE had1,000,000 visits combined for the first time.<br />
  69. Traffic Distribution March 14, 2010 – March 15, 2011<br />
  70. Software Revenue at SEOmoz: 2007-2011<br />
  71. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  72. Blog:
  73. Email:</li></ul>You can now try SEOmoz PRO Free!<br /><br />