SEO Tools to Increase Website Traffic: Moz

Few things are as critical to business success as online presence these days, and making yourself visible means understanding what people are looking for and how search engines index your site for those most important keywords. I can testify that it is an area that I personally often think is similar to magic or voodoo.

I talked to you recently Sarah BirdCEO Moz Most people interested in search engine optimization (SEO) have undoubtedly encountered Moz, and Sarah’s move into the role of CEO of such a prominent business has given her some interesting insights into leadership.

Mary Juten: What is the name of your company and where are you based?

Sarah Bird: Moz Founded in 2004. Our headquarters are in Seattle, but we have a remote, global workforce and another satellite office in Vancouver. Moz started as a consulting company, but we moved into SaaS to create new tools and platforms to help marketers understand the SEO impact of their campaigns and content.

Juten: when did you start

bird I wear many hats at Moz. I first joined the organization when it was a small team of eight people in total, but in 2008 I took on the role of Chief Operating Officer (COO). I held this position for six years, then in In 2013, I became President in addition to COO, which led to my position as CEO in 2014.

Juten: What problem are you solving?

bird We are an SEO technology company that is redefining the way people market to their audience. At Moz, we believe our customers should experience without buying. To do this successfully, we help brands rank higher in search results and drive traffic to their websites, by providing the world’s most accurate SEO data. We also believe that SEO is one of the most misunderstood strategies and tactics today, so we’re dedicated to providing resources for a variety of topics and experience levels.

Juten: Who are your customers and how do you find them?

bird Moz prospects find us because our data center answers your questions about building brand awareness or generating traffic. Some strategies or tactics can be handled without a subscription, and we’re here to help marketers understand and implement what’s possible. For businesses looking for more information and insights, we offer a self-service sales model that offers future options for how we can engage our team. Our clients include in-house SEOs and some of the most trusted brands as well as agency leaders who oversee strategies and tactics for their clients.

Juten: Who is in your group?

bird We are 160 Mozzers strong, based all over the world. We are building a prosperous place, not just a place to work. This vision is to build a community that recognizes, respects and elevates voices. We are a team with big, bold goals, fueled by creativity and the drive to see them through.

Juten: Have you raised money?

bird Our last funding round was in 2016 – Series C for $10 million – for a total of nearly $30 million.

Juten: Any tips for first-time founders?

bird I see running a company like climbing a mountain.

If other early stage founders or CEOs are like me, maybe some people feel they are built for this role (which they probably aren’t), but that’s not true. No one scales a mountain on their first trip without preparation or group support. You can and should practice in “small increments” to get better and reach new heights. This is true in leadership – we are not a special breed of people, we have worked and prepared as a team to get to where we are now.

It is also important to understand that CEOs do not live “at the summit.” To be honest, both mountain climbing and leadership are very difficult. These are not situations that most people would describe as “fun.” Sure, there are moments when she overcomes obstacles and enjoys diving off the edge, but damn, it took a lot of strength, energy and perseverance to get to this point – and many failed attempts at leadership.

To get to these developments you have to put one foot in front of the other. So is leadership – we are as prepared as possible but we do not guarantee a summit. There are things out of your control like bad weather or an injury. There are also many things outside of your control as a business leader, such as what the competition is doing or the regulatory environment. What we can do is, every morning, look at the mountain peaks we are trying to reach and go for them. What matters most is how you respond to challenges along the way and keep trying even if you don’t reach that particular milestone.

There is a reason why not everyone is a mountain climber, just as there is a reason why not everyone is a CEO. Whenever I think things like, “Maybe I’m not cut out to be a leader,” or “This CEO isn’t working right now,” I really think of this example to remind myself that I didn’t make it today. To the summit, and it’s okay. There is tomorrow. Today was training for a better tomorrow.

Juten: What is the long term vision for your company?

bird When I think of a long-term vision, I think of our importance rather than our success. Success in the tech community can come from flashy headlines, big funding rounds or profitable exits. Any quick search has become these common things. I want Moz to leave something more meaningful.

Most companies have core values ​​or principles to guide decision making. Moose culture is no exception, defined by “TAGFEE”; Mosers are open and responsible, generous, fun, compassionate and unique.

What’s unique, however, is that Moz is equally focused on making the digital marketing industry better through these values ​​than his team and company.

Recently, I have not publicly spoken about participation Avoid political discussions And making Moz an anti-racist company, our CMO, Christina Moz, is committed to responsible marketing.

By making our position public, we hold ourselves more accountable for our actions. We brought in a diversity, equity and inclusion expert to review our efforts and build a roadmap to continue these efforts.

Thank you Sarah for taking time out of your busy schedule to share her thoughts. In particular, it is a salient point that CEOs are not born but made and achieved through trial and error, success and failure. My experience is that by sharing these lessons, a legacy is created. #in the future.