Moz vs Google Analytics — How to choose in 2023


What makes them different?

It's likely that you have encountered Moz and Google Analytics during your search for SEO tools.

Comparing Moz and Google Analytics is not as simple as it may appear at first glance. Both platforms are highly popular, but each offers unique features and benefits. Moz is a go-to tool for many SEO professionals, digital marketers, and website owners looking to improve their online visibility and search engine rankings.Similarly, Google Analytics is a comprehensive SEO tool that offers a wide range of features for website owners, digital marketers, and SEO professionals.

So, which platform will you choose? Moz or Google Analytics? Keep reading to find out all you need to know!




Comprehensive SEO software

Link building tools

Domain & page authority metrics

Keyword research & tracking

Google Analytics



Web analytics tool

Track website traffic and user behavior

Analyze conversion and revenue data

Integrate with AdWords and other tools


Let's go back to the beginning.

Moz is a Seattle-based software as a service (SaaS) company that was founded in 2004. It was created to help businesses improve their online visibility and search engine rankings through various SEO tools and services. Over the years, Moz has become one of the most trusted names in the industry and is widely regarded as a leading provider of SEO tools and insights.

Moz offers a comprehensive suite of SEO tools and services designed to help businesses improve their online visibility and search engine rankings. Some of the key features offered by Moz include keyword research, site audits, link analysis, and competitor analysis. It also offers a range of products such as Moz Pro, Moz Local, and Moz Bar, all designed to help businesses with various aspects of their SEO efforts.

Moz has had a significant impact on the SEO industry since its inception. The company's suite of SEO tools and services has helped countless businesses improve their online visibility and search engine rankings, and it has helped shape the SEO industry in many ways. The company's focus on providing actionable insights and data has made it an essential resource for SEO professionals and website owners alike.

At Moz, customer success is a top priority. The company's team of SEO experts is dedicated to helping businesses achieve their online visibility and search engine ranking goals. Through its various tools, services, and resources, Moz empowers businesses to make data-driven decisions and take the necessary steps to improve their SEO efforts. Whether you're a seasoned SEO professional or just starting out, Moz is committed to providing the resources and support you need to succeed online.

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It provides valuable insights into user behavior on a website, such as the number of visitors, their geographical location, the pages they visited, and how long they stayed. This information can be used to optimize website content and user experience, making it easier for users to find what they are looking for and complete their goals on the website.

Google Analytics was launched in 2005 and quickly became one of the most widely used web analytics services in the world. It is free to use for basic features, but also offers a premium version for businesses that need advanced features and reporting. The platform is user-friendly and allows users to easily track and analyze website data, making it accessible to businesses of all sizes and technical levels.

One of the key features of Google Analytics is the ability to track and analyze goals and conversions. This allows website owners to see how well their website is performing in terms of conversion rates, and make improvements to increase conversion rates and generate more leads and sales. Additionally, Google Analytics provides detailed reporting on the source of website traffic, allowing users to see how visitors are finding their website and where they are coming from.

Another important feature of Google Analytics is the integration with other Google tools and services, such as Google AdWords, Google Search Console, and Google Tag Manager. This integration makes it easier for businesses to see the impact of their digital marketing campaigns and website optimization efforts. Additionally, the integration allows users to see how their website is performing in search engines, providing valuable insights into the success of their search engine optimization (SEO) efforts. Overall, Google Analytics is an essential tool for website owners and marketers who want to improve their website's performance and user experience.

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Time to compare the pair.


Offers comprehensive keyword research and analysis tools to identify and target the right keywords for your website.

Provides link building and backlink analysis tools to help improve and maintain the quality of your website's backlinks.

Offers site audit and website health monitoring features to identify and fix technical SEO issues.

Provides tools to monitor and track your website's performance, including ranking, traffic, and keyword rankings.

Comprehensive backlink analysis

Google Analytics

Real-time data tracking and analysis

User behavior and audience insights

Mobile and cross-device tracking

Integration with AdWords

Custom reporting and data visualization


Moz is a well-established SEO tool that caters to a wide range of users, including website owners, digital marketers, and SEO professionals. For website owners, Moz offers a suite of tools that provide insights into their website's search engine performance, helping them to identify and address areas of improvement. This includes keyword research, site auditing, and backlink analysis, which are crucial components of a successful SEO strategy.

For digital marketers, Moz provides a range of tools and data to help them stay ahead of the competition. The Moz Domain Authority score, for example, is a valuable metric for digital marketers as it provides insights into a website's overall online visibility and search engine ranking potential. Additionally, Moz's keyword research and backlink analysis tools help digital marketers to understand the online landscape and make informed decisions about their SEO and advertising efforts.

SEO professionals also benefit from Moz's comprehensive suite of tools, which allow them to stay on top of industry trends and best practices. Moz's keyword research and site audit tools provide deep insights into a website's search engine performance, enabling SEO professionals to make data-driven decisions and create effective optimization strategies. Furthermore, Moz's backlink analysis tools help SEO professionals to monitor and manage their link building efforts, ensuring that their website remains compliant with search engine guidelines and continues to rank well in search results.

Google Analytics

Website Owners and Webmasters: Google Analytics is a must-have tool for website owners and webmasters as it provides valuable insights into website traffic, user behavior, and engagement. With Google Analytics, website owners can track the number of visitors to their site, monitor the pages that are most popular, and identify areas that need improvement. This information is essential for optimizing the user experience and increasing conversions.

Digital Marketers: Digital marketers use Google Analytics to track the success of their marketing campaigns, understand the behavior of their target audience, and make data-driven decisions. Google Analytics provides a wealth of data on where website traffic is coming from, how users interact with the website, and how they engage with marketing campaigns. This information can be used to optimize ad spend, improve content marketing strategies, and increase overall ROI.

eCommerce Businesses: For eCommerce businesses, Google Analytics is an indispensable tool for understanding the behavior and preferences of their customers. With Google Analytics, eCommerce businesses can track sales, monitor the effectiveness of their marketing campaigns, and identify trends in customer behavior. This information is crucial for optimizing the online shopping experience, increasing conversions, and driving revenue growth. By using Google Analytics, eCommerce businesses can make data-driven decisions that drive success and growth.


Moz is a popular SEO tool that offers a range of features for digital marketers, website owners, and SEO professionals. One of the standout features of Moz is its Moz Pro subscription, which includes a suite of tools to help you with your SEO efforts. This includes a keyword research tool, site explorer, and link analysis tool. The keyword research tool helps you find the best keywords to target for your website, while the site explorer gives you a comprehensive look at your website's backlinks and ranking history.

Another key feature of Moz is its Moz Bar, a free browser extension that provides instant on-page metrics and page optimization advice. With Moz Bar, you can see important metrics such as page authority and domain authority right in your browser. You can also use it to compare your website with competitors, and to analyze the ranking potential of individual pages. In addition to these features, Moz also offers a robust blog that provides SEO and marketing tips, best practices, and industry news. Whether you're a seasoned SEO professional or just starting out, Moz has the tools and resources you need to succeed in your SEO efforts.

Google Analytics

Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. It is widely used by website owners, digital marketers, and business owners to gain valuable insights into their website's performance and to make data-driven decisions.

One of the key features of Google Analytics is its ability to track website traffic and user behavior. This includes information such as the number of visitors, the pages they visited, their location, and the devices they used to access the site. This data can be used to identify trends, improve the user experience, and make informed decisions about website content and design. In addition, Google Analytics offers a range of advanced features such as goal tracking, event tracking, and e-commerce tracking, which provide even more in-depth insights into website performance. These features make Google Analytics a valuable tool for anyone looking to improve their online presence and drive business growth.


One of the key features that MOZ specializes in is keyword research. This tool provides a comprehensive and in-depth analysis of keywords and phrases relevant to a particular website or business. The keyword research tool offers an extensive list of keywords that are commonly used by web users to search for specific products or services. The tool also provides insights into the competition for each keyword, helping businesses to make informed decisions on which keywords to target in their search engine optimization (SEO) campaigns. Additionally, the keyword research tool includes data on keyword trends, helping businesses to identify keywords that are likely to become popular in the future.

Another key feature that MOZ specializes in is link building. Link building is a critical aspect of SEO as it helps to establish the credibility of a website and improve its ranking in search engines. MOZ offers a range of tools and resources to help businesses build high-quality links to their websites. The tool provides data on the quantity and quality of links that a website has, as well as information on the types of links and the pages they are linking to. With this information, businesses can prioritize their link building efforts, focusing on high-quality links that are likely to have the biggest impact on their SEO efforts. The link building tool also provides data on the best practices for link building, helping businesses to build links that are in line with search engine algorithms and guidelines.

Google Analytics

One of the main features that Google Analytics specializes in is tracking website traffic and user behavior. This tool allows users to gain a comprehensive understanding of their website traffic, including the source of the traffic, the number of visitors, and how they interact with the site. The tool also provides detailed information on how long visitors stay on the site, what pages they visit, and the actions they take. By analyzing this data, website owners can gain valuable insights into their audience and improve the user experience to increase engagement and conversion rates.

Another key feature of Google Analytics is its ability to monitor and optimize conversions. The tool provides detailed information on how visitors are interacting with calls to action, such as sign-ups, downloads, and purchases, and helps website owners identify the areas of their site that are driving the most conversions. With this information, website owners can make informed decisions about how to optimize their site for conversions and improve their overall conversion rate. Google Analytics also provides tools for measuring the return on investment for different marketing campaigns, allowing website owners to determine which campaigns are driving the most conversions and adjust their strategy accordingly.


What is the best value?

Keyword Explorer
Free Competitive Research
Link Explorer
My Online Presence

Google Analytics

View Website
Real-Time Data
Customized Reporting
Audience Insights
Integration with Google AdWords
Mobile Analytics



In conclusion, both Moz and Google Analytics are popular SEO tools that offer a variety of options and features. Moz Local is a powerful tool for businesses looking to improve their local search visibility and reach more customers. With its accurate management and distribution of business listings across local directories, businesses can be sure that their information is consistent and up-to-date. Google Analytics is a valuable tool for businesses looking to understand their website performance and improve their online presence. With its powerful features, businesses can track and analyze website traffic, monitor user behavior, and measure the impact of their digital marketing efforts. With its user-friendly interface and ability to integrate with other Google products, Google Analytics is a must-have for any business looking to stay ahead in the digital world. Ultimately, both platforms have a lot to offer, and users can choose the one that best fits their preferences.

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