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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: 1 of 4 dimensions proven

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by Moz, Inc. · moz.com

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Read this page as one judge. Each weighs the same scores by what they care about.

The Skeptic

Weighted verdict

Knows every vendor claims the largest index and the most accurate rankings, and that no buyer can check either. Reads instead for what can be held to: refresh frequency, stated limits, credit costs per endpoint, and what the invoice does when the team adds a seat.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Skeptic

Crawling & technical audit

How this is scored

Site crawling at real scale: what the crawler finds, how deeply it checks, whether Core Web Vitals and indexation problems are diagnosed rather than merely listed.

0 — No site crawler; the product is keyword data only.

3 — A crawler with a low page cap that reports broken links and missing tags, with no prioritisation and no rendering of JavaScript.

5 — Scheduled crawls at a stated page limit, JavaScript rendering, issue categories with severity, and Core Web Vitals pulled per template.

8 — Log-file or Search Console integration to compare what the crawler sees against what Google fetched, indexation and canonical diagnosis, structured-data validation, and issues prioritised by traffic impact rather than count.

10 — The audit is diagnostic rather than a list: crawl budget analysed, rendering differences surfaced, regressions detected between crawls with the deploy that caused them inferrable, and remediation guidance specific enough for a developer ticket.

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The Skeptic

Weekly crawls at published page limits per plan, severity-tiered issue categories with "Moz Recommends Fixing" guidance, and per-URL Core Web Vitals scored on Lighthouse weighting match the mid-tier package. Issues are prioritised by type and frequency rather than traffic impact, and the pages state the crawlers are based in North America, "which can impact accuracy and performance for international sites". I found no public information on JavaScript rendering, log-file or Search Console comparison, or structured-data validation. 2 4 5

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Keyword research & content guidance

How this is scored

Keyword discovery, intent classification, SERP feature analysis and on-page guidance — judged on the depth of the German-language data as much as the English.

0 — A keyword list with volumes from one source and no intent or difficulty signal.

3 — Volume and difficulty for major markets, with thin or stale German data and no SERP feature detail.

5 — Keyword research with volume, difficulty and intent across German and other EU markets, SERP feature presence, and basic on-page recommendations.

8 — Topic clustering, competitor gap analysis, SERP composition tracked over time, content briefs with entity coverage, and cannibalisation detection.

10 — Research and guidance close the loop: opportunity sized against realistic traffic, content scored against what currently ranks rather than against a keyword density heuristic, and recommendations that reference the specific pages in the customer's own site.

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The Skeptic

Keyword Explorer documents volume, difficulty and organic CTR, intent is grouped into four classes, Keyword Gap compares up to three competitors with a Traffic Lift estimate, and AI content briefs include a target audience, suggested structure and the pages already ranking. SERP feature presence is tracked for sixteen feature types with weekly updates. I found no public information on the depth of German-language data, topic clustering, entity coverage or cannibalisation detection, and market selection is an unnamed dropdown. 1 6 7 9

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Rank tracking & index quality

How this is scored

The proprietary data: ranking accuracy and frequency, backlink index size and freshness. Scored on what the vendor documents about their own data, because nothing here can be verified from outside.

0 — Rankings and backlinks with no stated update frequency, no country or device granularity, and no documentation of how either is collected.

3 — Weekly rankings for one country and device, a backlink index with no stated refresh cadence or size.

5 — Daily rankings with country, language and device selection, local results, and a backlink index with a documented crawl frequency.

8 — Rankings at stated frequency across many locations including city-level, SERP feature attribution, backlink index size and refresh published, lost-and-found link detection, and historical data retained for the life of the account.

10 — The vendor is accountable for their own data: methodology documented, index size and freshness published and updated, historical rankings retained and exportable in full, and discrepancies against Search Console explained rather than hidden.

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The Skeptic

A 3-day data refresh rate and published index sizes are stated plainly enough to hold the vendor to, and per-keyword SERP feature attribution is documented. Rankings update weekly rather than daily, anything beyond the top 20 positions is reported as "21+" with no number, and I found no public information on lost-and-found link detection, ranking methodology, or how discrepancies against Search Console are explained. The captured pages also give different figures for the link index: 45.5 trillion links in one place and 44.8 trillion in another. 8 9 10 11

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Reporting, integrations & API

How this is scored

Getting the data out and in front of someone: dashboards, white-label reporting for agencies, Search Console and analytics integration, and an API a team can build on.

0 — On-screen views only; export is a manual CSV and there is no API.

3 — Scheduled PDF reports and CSV export, one analytics integration, no API worth building against.

5 — Customisable dashboards, scheduled reports, Search Console and analytics integration, and a documented API with stated limits.

8 — White-label reporting with client access, data-warehouse or BigQuery export, multi-site and multi-client management, and an API with credit costs published per endpoint.

10 — The tool is a data source rather than a destination: full historical export in open formats, a versioned API with a deprecation policy, integrations the vendor maintains, and reporting an agency can hand a client unedited.

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The Skeptic

The API is real and documented — V2 and V3 docs, JSON-RPC 2.0, single-token auth, an MCP server, and 24/7 support — and Google Analytics connects for traffic overlays, with custom dashboards and custom reports in evidence. I found no public information on Search Console integration, white-label or client-facing reporting, data-warehouse export, or stated API rate limits; the only hint at endpoint pricing is a pointer to a Help Hub about "weighted endpoints", with no numbers on the captured pages. 5 10 11 13

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Data portability & exit

How this is scored

Whether the ranking and crawl history — the only thing a multi-year subscription actually accumulates — remains the customer's when they leave.

0 — No bulk export; history is visible in the interface and nowhere else, and ends with the subscription.

3 — CSV export of current views only, with historical data capped or unavailable in bulk.

5 — Bulk export of rankings, keywords and crawl results including history, via interface or API.

8 — Complete historical export in open formats without credit metering that prices it out of reach, plus a documented retention period after cancellation.

10 — Exit is designed for: the full account exportable including every historical data point, API access sufficient to mirror the data continuously, and a stated grace period during which the archive remains retrievable.

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The Skeptic

Rankings export to CSV for any timeframe from the campaign history, one row per data collection, and SERP feature data exports per week for every keyword. Rank cells outside the top 20 export blank, Featured Snippet presence is not noted in the CSV, and I found no public information on exporting crawl history — a help page asks the question and the captured text shows no answer — nor on any retention period after cancellation or API access to one's own tracked history. 4 8 12

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European sovereignty

How this is scored

Where the account and crawl data live and who the contracting entity is. Independently sourced by the sovereignty pipeline; weighted lower here than in categories holding personal data, because an SEO tool mostly holds the customer's own strategy rather than their customers' identities.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and site or user data of unclear scope leaving the EU.

3 — EU hosting offered as an option while the contracting entity is non-EU, or the subprocessor list is absent.

5 — EU hosting as standard and an EU contracting entity, but parts of the chain are non-EU without an explained safeguard.

8 — EU hosting on named infrastructure, EU contracting entity, subprocessor list published, and any analytics or Search Console data handling described with its legal basis.

10 — Sovereign end to end and evidenced: vendor, entity, hosting and every subprocessor European, certification published, and a DPA that covers the crawl and analytics data the tool ingests.

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The Skeptic

The contracting entity is SEOMoz, Inc., a Ziff Davis company with a New York parent, and the privacy policy locates processors "anywhere in the world"; I found no public information on EU hosting or a named subprocessor list. Data Privacy Framework certification and standard contractual clauses document the transfer mechanism, and a DPO is registered with the Irish Data Protection Commission, but no captured page evidences a European hosting chain. 1 3

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Pricing transparency

How this is scored

The category where the headline price is least often the invoice. Whether a buyer can compute the real annual cost including keyword limits, crawl credits, API units, extra users and client seats — from public pages alone.

0 — No public prices at all; every tier is a sales conversation.

3 — A monthly headline exists, but keyword limits, crawl credits or the cost of an additional user are unstated — the invoice is unknowable.

5 — Tier prices public with the main limits given, but at least one commonly needed piece (extra seats, API credits, historical data) is unpriced or metered opaquely.

8 — Every tier priced publicly with keyword, crawl and API limits, overage rates, per-seat costs, minimum term and VAT treatment stated.

10 — Complete price computability: annual invoice derivable for a given keyword count, crawl volume, API usage and team size, with overage and every credit cost published.

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The Skeptic

Tier prices are public with unusually granular limits — tracked keywords, pages crawled per week, backlink queries per month, rank checker queries per day — and two add-ons carry published prices, "$20 each" for an AI Visibility Dashboard and "$50 per 100 prompts". But "Overages not included" appears without any rates, the enterprise tier is a sales conversation, and I found no public information on the cost of an additional user seat, minimum term, VAT treatment, or API unit pricing — so a growing team's annual invoice is not derivable from public pages alone. 2 10 2

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European sovereignty — proven facts

1 of 4 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Ownership Foreign-controlled ⚠ unverified 0/2 pts 3 Report an error
Data residency Not determined — uncited Report an error
Subprocessors Not determined — uncited Report an error

Where this could be wrong

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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Sources (13)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

  1. 1 Product page moz.com Checked 5 Oct 2026 Details →
  2. 2 Pricing moz.com Checked 5 Oct 2026 +2 earlier captures: 15 Sep 2026, 2 Sep 2026 Details →
  3. 3 Privacy policy moz.com Checked 5 Oct 2026 Details →
  4. 4 Crawling & technical audit — found from sitemap moz.com Checked 5 Oct 2026 Details →
  5. 5 Crawling & technical audit — found from sitemap moz.com Checked 5 Oct 2026 Details →
  6. 6 Keyword research & content guidance — found from sitemap moz.com Checked 5 Oct 2026 Details →
  7. 7 Keyword research & content guidance — found from sitemap moz.com Checked 5 Oct 2026 Details →
  8. 8 Rank tracking & index quality — found from sitemap moz.com Checked 5 Oct 2026 Details →
  9. 9 Rank tracking & index quality — found from sitemap moz.com Checked 5 Oct 2026 Details →
  10. 10 Reporting, integrations & API — found from sitemap moz.com Checked 5 Oct 2026 Details →
  11. 11 Reporting, integrations & API — found from sitemap moz.com Checked 5 Oct 2026 Details →
  12. 12 Data portability & exit — found from sitemap moz.com Checked 5 Oct 2026 Details →
  13. 13 Data portability & exit — found from sitemap moz.com Checked 5 Oct 2026 Details →