Pro Glossary
What's Covered?
This glossary provides definitions and explanations for terminology and metrics used throughout the Moz Pro Tools. For information regarding terminology used throughout Moz Local, please see our Local Glossary. For more in-depth information regarding the metrics used in Keyword Explorer, please see our Keyword Metrics guide.
Quick Links
Moz Tools
Moz Pro — A paid Moz SEO tool. Moz Pro is a suite of analytics tools that will pull mounds of data to help you implement your own SEO strategies. Getting Started Guide.
Moz Local — Separate to Moz Pro, Moz Local is a paid tool to help with your Local listing distribution for US and Canadian businesses with a physical location. Guide to Moz Local.
Keyword Explorer — A Keyword Research tool available with your Moz Pro subscription. Guide to Keyword Explorer.
Link Explorer — A backlink analysis and prospecting tool. Guide to Links Explorer.
Local Market Analytics — An add-on to Moz Pro which uses multisampling to help surface what more searchers see when searching from more locations. Guide to Local Market Analytics.
Track & Crawl
Campaigns — A Moz Pro Campaign consists of a domain/URL that is crawled, as well as keywords, links, and site traffic that are tracked.
Keyword rankings — The number of keywords that can be tracked for all Moz Pro Campaigns. The subscription tier limit is shared between all Campaigns for an account.
Pages Crawled/Week — The number of pages that can be crawled for a Campaign. The subscription tier limit is shared between all Campaigns for an account.
Speed Crawl — Crawls your site 10 times faster.
Research
Keyword Queries/Month — Keyword searches you can enter into Keyword Explorer to see metrics.
Rows per Keyword Query — The maximum number of ranking keywords you will see per query.
Keyword Lists — Save keywords to lists and organize them or move them to a Moz Pro Campaign.
Keywords per List — The number of keywords you can save in a list.
Branded Reports — White labeled offering that allows you to apply your or your customers’ logos to custom reports in place of Moz's logo.
User Seats — The total number of users, this includes the primary account holder.
These features and allowances are dependent on your Moz Pro plan.
Rankings & Keyword Research
Search Visibility — Search Visibility represents the clickthrough rate of your site in organic search. It is an estimate of the percentage of clicks your site receives, based on the ranking positions across all keywords you are tracking in this campaign.
Difficulty — A score from 0 (easy) to 100 (difficult) that estimates how difficult it is for you to rank higher than current competitors on the first page of search results.
Monthly Volume — Volume ranges show you how often a term or phrase is searched for in Google each month.
Organic CTR — Estimates the percentage of clicks (or click-through-rate) available to traditional, organic links on the SERP. When other SERP features (ads, verticals, etc) compete for attention this score is lower.
Priority — A score from 0 (low) to 100 (high) that combines all of the other metrics, including your custom My Score. Higher priority represents a sweet spot of higher Volume and Organic CTR with lower Difficulty.
Domain Overview
Brand AuthorityTM — Brand Authority is a score developed by Moz that measures a domain’s total brand strength as a 1-100 score.
Domain Authority (DA) — Domain Authority is a Moz proprietary metric from 1-100 which predicts how well a domain will rank in Google based on a machine learning algorithm of link metrics.
Page Authority (PA) — Page Authority is a Moz proprietary metric from 1-100 which predicts how well a page will rank in Google based on a machine learning algorithm of link metrics.
Page Optimization
SERP — Search engine results page.
Page Optimization Score — With Page Optimization reports in Moz Pro we'll score your pages out of 100 and provide a to-do list of recommendations in order of priority to help improve your score.
Site Crawl
Robots.txt — A text file created by webmasters that instructs robots (search engines, etc.) on how to crawl and/or index pages on a site. For example moz.com/robots.txt.
Rogerbot — Crawler used by Moz to provide diagnostic data on Campaign domains.
Duplicate Content — Content flagged by our tool that 90% similar when we compare the code on the page.
Meta Tags — HTML tags used to define metadata on websites. For SEO, these are generally going to be used for description, keywords, and titles.
Rel Canonical — A tag that can be applied to a URL. For SEO, refers to canonicalizing (redirecting to a single dominant version) multiple URLs.
URL — Uniform resource locator, this is the address of a resource on the Internet. In your site crawl report and exports this is the page we crawled and reported any issues on.
Referring URL — This is the page that we crawled and found a link to the reported page. If you're looking to fix errors like 404s it helps to look at the referring URL to check if there is an error on that page.
Redirect Location — This is where our crawler is sent when it follows a redirect.
Performance Metrics
Largest contentful paint (Core Web Vital) — Measures when the browser renders the largest content element - this approximates when the main content of the page is visible to users (Measured in seconds)
Total Blocking Time (Core Web Vital) — Measures the total amount of time that a page is blocked from responding to user input, which is calculated by adding the blocking portion of all long tasks (tasks taking longer than 50 milliseconds to complete) between First Contentful Paint and Time to Interactive. The blocking portion is the amount of time the task takes to complete beyond 50 milliseconds (measured in milliseconds)
Cumulative Layout Shift (Core Web Vital) — a sum of the total layout shifts that occur more than 500 milliseconds after user input, which measures the instability of content. It considers how much visible content has shifted on the page as well as the distance the elements were shifted
First contentful paint (FCP) — When the browser renders the first bit of content, providing the first feedback to a user that the page is actually loading (measured in seconds)
Speed index — Measures how many milliseconds it takes to display the visible parts of a page (measured in seconds)
Time to interactive — The amount of time it takes for the content on a page to become functional in order for the user to interact with the content on the page (measured in seconds)
Links
Domain Authority (DA) — Domain Authority is a Moz proprietary metric from 1-100 which predicts how well a domain will rank in Google based on a machine learning algorithm of link metrics.
Page Authority (PA) — Page Authority is a Moz proprietary metric from 1-100 which predicts how well a page will rank in Google based on a machine learning algorithm of link metrics.
Inbound Links (backlinks) — An incoming link from a page on another website back to your own site.
Ranking Keywords — Number of keywords for which this site ranks within the top 50 positions. Defaults to Google US in Link Explorer, more locations are available in Keyword Explorer.
Spam Score — Represents the percentage of sites with similar features we've found to be penalized or banned by Google. This does not mean that the site is spammy. It’s best to use this is a guide to potentially spammy sites for further investigation.
Discovered in the last 60 days — Links which have been found in the last 60 days. This does not necessarily mean they have been created in that time- only that our tool has found them.
Lost Links — Links which were not found when our index attempted to recrawl them from your existing backlink profile. When our crawler went back to that page, the link was no longer there. A few other reasons a link may be marked as lost include there being a server error which kept us from seeing that link, the page returned a 404 error, or that the link wasn’t accessible at the time we attempted to crawl it. A lost link does not necessarily indicate that the link has been removed.
Discovered and Lost Linking Domains — If all links were lost from a domain, or a new domains is found with a link to your site, this will be reported in the Discovered and Lost Linking Domains.
Linking Domains (Total Linking Root Domains) — Number of unique root domains linking to a target. Two links from the same website will only be counted as one linking root domain.
Anchor Text — The visible, clickable text in a hyperlink.
Total Links — The total number of internal, external, follow and nofollow links.
Total External Links — All of the links to the site from other sites.
Total Linking Root Domains — Includes the number of unique root domains linking to that site. Two links from the same website would only be counted as one linking root domain. This includes follow and nofollow links.
Followed Linking Root Domains — The number of domains with at least one followed link to any page on the root domain
External Followed Links — Links to the site from other sites that are followed (they do not have a "nofollow" tag added to the link).
Followed Links — Links that do not have a nofollow tag, these are crawled and indexed by the search engines.
Nofollow Links — Links that instruct crawlers not to follow links on a particular page or specific links. A nofollow directive can be added to a page or link on a page.
Inbound Link — (AKA, backlink) A URL that links from a website back to your own site.
External Link — Links to the site you're researching from other sites.
Internal Link — A link that goes from one page on a domain to a different page on the same domain.
Link Equity — Equity-passing links, including followed links and 301 (permanent) redirects.
No Link Equity — Links that do not pass link juice.
Links via Redirect — Inbound links pointing to a URL which redirects to the site you are tracking or researching. If page X links to page Y and page Y has a redirect to page Z, the link from page X will show up as a link "via redirect" to page Z.
Moz Pro Campaign Links Overview
Total links — The total number of internal, external, follow and nofollow links.
% of Total Links, External + Follow — This shows you the percentage of total links that are external and follow = [total external, followed links] / [total links].
External Followed Links — Links to the site from other sites that are followed (they do not have a "nofollow" tag added to the link.)
Internal, Followed Links — A link that goes from one page on a domain to a different page on the same domain, that are followed (they do not have a "nofollow" tag added to the link.)
External, Nofollowed Links — Links to the site from other sites, that have a nofollow tag, search engine crawlers not to crawl and index the site.
Internal, Nofollowed Links — A link that goes from one page on a domain to a different page on the same domain, that have a nofollow tag, search engine crawlers not to crawl and index the site.
Total Linking Domains — Number of unique root domains linking to a target. Two links from the same website will only be counted as one linking root domain.
Followed Linking Domains — The number of domains with at least one followed link to any page on the root domain.
Traffic From Search
Visits — The number of organic visits to your site as defined by Google Analytics.
Landing Pages — URLs that Received Organic Search Visits
GA data — The GA data displayed in your Campaign is drawn straight from your Google Analytics 4 account.Organic Visits - Traffic received from non-paid searches.
Branded Visits — Traffic received from branded, non-paid searches.
% Change — Increase or decrease for the selected timeframe.
% of Total Search Traffic — The percentage of traffic coming from either a particular search engine, or a particular landing page on your site.
Non-Branded Visits — Visits from search engines originating from keywords that you haven't defined as branded. Note that Google Analytics no longer reports keywords that send visits from the Google search engine, so keyword visit counts may be inaccurately low.
% of New Visits — Percentage of visits from users who have never landed on your site before.
Bounce rate — The average percentage of visits that resulted in the user leaving the site right away.
PPV — This means ‘pages per visit,’ so on average how many pages people are looking at when they land on your site.
API
API — APIs (or Application programming interfaces) are sets of code that facilitate communication between computer programs. You can use APIs to make requests for data from a program.
Method — The request (and subsequent response) that allows you to request data from an API and defines what data you will receive in response.
Endpoint — The location that receives the data request for an API method and returns data.
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