iAcquire...consultant owner CEO 35% of the Super Heavy SEO active users have SEO related titles. iAcquire.com @iACQUIRE major favorite topics -- Super heavy SEO users 25%social media

iAcquire MOZ Active user profile study

September 23, 2013

@iACQUIRE iAcquire.com

Executive Summary

Key Metrics

“membership type” – representing the pricing plans

“type of work” – representing the users’ types of work

“time spent on SEO” – measuring how much time users

spend on SEO

“level”/ “mozpoints” – measuring how active users are on

Moz

“years of membership” – measuring how long users have

been members of Moz


Executive Summary (Continued)

Terminology

Active user: Moz users that logged in within 60 days at the

date the data was crawled (2/15/2013)

Super heavy user: time spent on SEO over 50 hours/week

Heavy user: time spent on SEO 35-50 hours/week

Medium user: time spent on SEO 20-35 hours/week

Light user: time spent on SEO 5-20 hours/week

MOZ ACTIVE USER PROFILE DATA ANALYSIS


Active User profile -- Membership type

Most active users are basic users or pro users, with 42% basic users and 49% pro users. .

@iACQUIRE iAcquire.com Number of active users increases as number of years lessens, indicating Moz retains more active users

year over year.

Active User profile – years of membership


Active User profile – time spent on seo

20% of the active users are heavy SEO users – with time spent on SEO more than 50 hours/week.

@iACQUIRE iAcquire.com Majority of the active users -- 90%, are “aspirant” (less active users).

User profile – level/mozpoints

@iACQUIRE iAcquire.com Active users mainly have the types of work as agency, in-house, or business owner.

User profile – type of work


For active users with membership less than a year, higher percentage are basic users; while more than 1 year, higher

percentage of active users are pro users, indicating possible conversion to pro users after 1 year of sign-up.

years of membership vs. membership type

@iACQUIRE iAcquire.com Among the different types of work, agency and in-house as well as business owner users are a bigger fan of

pro membership. In-house users make up the highest percentage among pro users.

type of work vs. membership type

@iACQUIRE iAcquire.com For Super Heavy SEO users, agency users and in-house users have higher percentage of pro users while

business owners and users of other types of work have higher percentage of basic users.

time spent on seo (heavy users) vs. membership type

@iACQUIRE iAcquire.com Most “aspirant” active users are comparatively newer members; while most “contributor”, “journeyman” and

“authority” are comparatively older members.

Level/mozpoints vs. years of membership

Note: “Aspirant” 0-49 mozpoints; “Contributor” 50-199; “Journeyman” 200-999;

“Authority” 1,000 - 1,999; “Guru” 2,000 - 4,999; “Oracle” +5,000.

@iACQUIRE iAcquire.com Membership type is not strongly correlated to any one these metrics. There are no causations between

membership type and any of the metrics.

Regressions on membership type

Note: assume the value of membership type is the price of the membership plans.

Basic -- 0, Pro – 100; Pro plus – 200; pro elite – 500; pro elite v2 – 500; pro agency 800; pro enterprise

– 800.

• X = “years of membership”

• Y = “membership type value”

• Y = 4.74x + 55.75

• Adjusted R Square = 0.0017 (It is extremely low, meaning the

regression can’t really explain the data).

• When x = “time spent on SEO”, “type of work” and “level”, the

adjusted R square is low.

• So membership type is not strongly correlated to any one

these metrics.

@iACQUIRE iAcquire.com Most active users have marketing and SEO related titles. “Director, Manager, Owner and CEO are the

common titles among the users.

User profile -- Users’ job titles

@iACQUIRE iAcquire.com Active users’ favorite topics are site optimization, link building, keyword research, content, analytics, etc.

User profile -- Users’ favorite topics

@iACQUIRE iAcquire.com Active users favorite thing about SEO are getting results, taking challenges, generating traffic, etc.

User profile -- Users’ favorite things about seo

SEGMENTS BASED ON TIME SPENT ON SEO


type of work -- Super heavy SEO users

43%

19%

5%

10%

18%

5%

Super Heavy SEO Users

agency

business owner

design/developer

independent

in house

other

43% of the Super Heavy SEO active users are working in the agencies compared to only 27% of all active

users work in agencies.

27%

24% 10%

10%

23%

6%

All Users


Major Titles -- Super Heavy SEO Users

5%

6%

7%

8%

12%

12%

14%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40%

specialist

consultant

owner

CEO

manager

director

"marketing"

"SEO"

35% of the Super Heavy SEO active users have SEO related titles.


major favorite topics -- Super heavy SEO users

25%

26%

31%

41%

46%

53%

53%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics

intermediate and advanced SEO

link building

on-page / site optimization

46% of the Super Heavy SEO active users are interested in intermediate and advanced SEO.


major favorite topics -- Super heavy Basic users

26%

26%

33%

40%

42%

53%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building

on-page/site optimization

33% of the Super Heavy Basic active users are interested in content & blogging compared to only 28% of the

Super Heavy Pro active users are.


major favorite topics -- Super heavy pro users

24%

25%

28%

39%

50%

55%

51%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building


More Super Heavy Pro active users are interested in link building than in site optimization. 50% of the Super Heavy Pro active

users are interested in intermediate and advanced SEO compared to 42% of Super Heavy Basic active users are.


major favorite topics -- Super heavy Basic Business Owners

59% of Super Heavy basic active users of business owners are interested in site optimization which is the

most popular topic for this segment.

17%

19%

25%

27%

30%

30%

34%

36%

56%

59%

0% 10% 20% 30% 40% 50% 60% 70%

web design

entrepreneurship

keyword research

social media

SEO technical issues

analytics


content & blogging

link building



major favorite topics -- Super heavy pro Business Owners

56% of Super Heavy pro business owners are interested in link building which is the most popular topic for this

segment. In this segment, pro active users are more interested in entrepreneurship than basic active users are.

11%

22%

23%

28%

30%

34%

34%

49%

49%

56%

0% 10% 20% 30% 40% 50% 60%

web design

SEO technical issues

social media

keyword research

entrepreneurship

analytics

content & blogging



link building


type of work -- heavy SEO users

36% of the Heavy SEO active users are working in agencies compared to only 27% of all active users are in agencies.

26% of the Heavy SEO active users are working in-house while only 23% of all active users are in-house workers.

27%

24% 10%

10%

23%

6%

All Users

36%

15% 6%

11%

26%

6%

Heavy SEO Users

agency

business owner

design / development

independent

in-house

other


Major Titles -- Heavy SEO Users

5%

5%

6%

8%

8%

8%

12%

18%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

owner

CEO

SEO manager

director

consultant

specialist

manager

"marketing"

"SEO"

38% of the Heavy SEO active users have SEO related titles.


major favorite topics -- heavy SEO users

28%

31%

34%

40%

41%

49%

57%

0% 10% 20% 30% 40% 50% 60% 70%

social media

keyword research

content & blogging

analytics


link building

on-page/site opimization

41% of the Heavy SEO active users are interested in intermediate and advanced SEO.


major favorite topics -- heavy Basic users

31%

34%

37%

39%

37%

48%

58%

0% 10% 20% 30% 40% 50% 60% 70%

social media

keyword research

content & blogging

analytics


link building


More Heavy Basic active users than Heavy Pro active users are interested in content & blogging, keyword

research and social media.


major favorite topics -- heavy pro users

26%

27%

31%

42%

49%

50%

57%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building


More Heavy Pro active users than Heavy Basic active users are interested in link building, intermediate and

advanced SEO and analytics.


type of work – medium SEO users

Medium SEO active users have almost the same distribution of type of work as all users do.

27%

24% 10%

10%

23%

6%

All Users

28%

23%

10%

12%

22%

5%

Medium SEO Users

agency

business owner


independent

in-house

other


Major Titles -- medium SEO Users

6%

8%

9%

9%

12%

13%

15%

17%

0% 5% 10% 15% 20%

consultant

"web"

CEO

owner

manager

director

"SEO"

"marketing"

15% of the Medium SEO active users have SEO related titles.


major favorite topics -- Medium SEO users

29%

29%

35%

36%

41%

45%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


35% of the Medium SEO active users are interested in intermediate and advanced SEO.


major favorite topics -- Medium basic users

34%

31%

31%

38%

35%

46%

51%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


More Medium Basic active users than Medium Pro active users are interested in content & blogging, keyword

research and social media.


major favorite topics -- Medium prO users

26%

28%

36%

36%

45%

46%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


More Medium Pro active users than Medium Basic active users are interested in intermediate and advanced

SEO, site optimization and analytics.


type of work – light SEO users

Bigger percentage of Light SEO active users are business owners and in design/development than all users

are. Light SEO active users are mainly composed of business owners and designers or developers.

27%

24% 10%

10%

23%

6%

All Users

16%

31%

14%

9%

23%

7%

Light SEO Users

agency

business owner


independent

in-house

other


Major Titles -- Light SEO Users

5%

6%

8%

8%

10%

12%

13%

16%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

founder

"SEO"

web

CEO

owner

manager

director

"marketing"

Only 6% of Light SEO active users have SEO related titles.


major favorite topics -- light SEO Users

22%

22%

22%

26%

28%

37%

40%

41%

50%

0% 10% 20% 30% 40% 50% 60%

entrepreneurship


web design

keyword research

social media

content & blogging

link building

analytics


Only 22% of the Light active users are interested in intermediate and advanced SEO.


major favorite topics -- light basic Users

22%

21%

21%

26%

31%

42%

42%

36%

49%

0% 10% 20% 30% 40% 50% 60%

entrepreneurship


web design

keyword research

social media

content & blogging

link building

analytics


More Light Basic users than Light Pro active users are interested in content & blogging, link building and

social media.


major favorite topics -- light pro Users

23%

21%

23%

27%

26%

33%

39%

45%

50%

0% 10% 20% 30% 40% 50% 60%

entrepreneurship


web design

keyword research

social media

content & blogging

link building

analytics


More Light Pro users than Light Basic active users are interested in analytics.


Comparisons of type of work among segments

Heavier SEO active users are mainly working in agencies or in house while lighter SEO active users are

mainly business owners, designers or developers.

16%

31%

14%

9%

23%

7%

Light SEO Users

43%

19% 5%

10%

18%

5%


36%

15%

6%

11%

26%

6%

Heavy SEO Users

28%

23% 10%

12%

22%

5%

Medium SEO Users


Comparisons of Major Titles among segments

5%

6%

7%

8%

12%

12%

14%

35%

0% 10% 20% 30% 40%

specialist

consultant

owner

CEO

manager

director

"marketing"

"SEO"


5%

5%

6%

8%

8%

8%

12%

18%

38%

0% 10% 20% 30% 40%

owner

CEO

SEO manager

director

consultant

specialist

manager

"marketing"

"SEO"

Heavy SEO Users

6%

8%

9%

9%

12%

13%

15%

17%

0% 5% 10% 15% 20%

consultant

"web"

CEO

owner

manager

director

"SEO"

"marketing"

Medium SEO Users

Bigger percentage of heavier SEO active users have SEO related titles than lighter SEO active users do.

5%

6%

8%

8%

10%

12%

13%

16%

0% 5% 10% 15% 20%

founder

"SEO"

web

CEO

owner

manager

director

"marketing"

Light SEO Users


Comparisons of major favorite topics among segments

22%

22%

22%

26%

28%

37%

40%

41%

50%

0% 10% 20% 30% 40% 50% 60%

entrepreneurship


web design

keyword research

social media

content & blogging

link building

analytics


Light SEO Users

25%

26%

31%

41% 46%

53%

53%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building

on-page / site optimization


28%

31%

34%

40%

41%

49%

57%

0% 10% 20% 30% 40% 50% 60% 70%

social media

keyword research

content & blogging

analytics


link building

on-page/site opimization

Heavy SEO Users

29%

29%

35%

36%

41%

45%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


Medium SEO Users

All the segments except for the Light SEO active users share similar favorite topics. Bigger percentage of

heavier SEO active users are interested in intermediate and advanced SEO than lighter SEO active users are.


Comparisons of major favorite topics among Basic segments

26%

26%

33%

40%

42%

53%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building


Super Heavy Basic Users

31%

34%

37%

39%

37%

48%

58%

0% 10% 20% 30% 40% 50% 60% 70%

social media

keyword research

content & blogging

analytics


link building


Heavy Basic Users

34%

31%

31%

38%

35%

46%

51%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


Medium Basic Users

22% 21% 21%

26% 31%

42% 42%

36% 49%

0% 10% 20% 30% 40% 50% 60%

entrepreneurshipintermediate and advanced SEO

web designkeyword research

social mediacontent & blogging

link buildinganalytics


Light Basic Users

From Super Heavy to Light, the four “basic” segments show a downward trend in the percentage of active

users that are interested in link building while showing an upward trend in content & blogging.


Comparisons of major favorite topics among pro segments

24%

25%

28%

39%

50%

55%

51%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building


Super Heavy Pro Users

26%

27%

31%

42%

49%

50%

57%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research

content & blogging

analytics


link building


Heavy Pro Users

26%

28%

36%

36%

45%

46%

54%

0% 10% 20% 30% 40% 50% 60%

social media

keyword research


content & blogging

analytics

link building


Medium Pro Users

23% 21% 23%

27% 26%

33% 39%

45% 50%

0% 10% 20% 30% 40% 50% 60%

entrepreneurshipintermediate and advanced SEO

web designkeyword research

social mediacontent & blogging

link buildinganalytics


Light Pro Users

From Super Heavy to Light, the four “pro” segments show a downward trend in the percentage of active users

that are interested in link building while showing an upward trend in analytics.

THANK YOU

Documents

iAcquire...consultant owner CEO 35% of the Super Heavy SEO active users have SEO related titles. iAcquire.com @iACQUIRE major favorite topics -- Super heavy SEO users 25%social media