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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
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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
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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
@iACQUIRE iAcquire.com
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
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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
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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
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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.
@iACQUIRE iAcquire.com
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
link building
on-page/site optimization
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
content & blogging
link building
on-page/site optimization
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
on-page/site optimization
link building
@iACQUIRE iAcquire.com
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
@iACQUIRE iAcquire.com
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
link building
on-page/site opimization
41% of the Heavy SEO active users are interested in intermediate and advanced SEO.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
link building
on-page/site optimization
More Heavy Basic active users than Heavy Pro active users are interested in content & blogging, keyword
research and social media.
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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
intermediate and advanced SEO
link building
on-page/site optimization
More Heavy Pro active users than Heavy Basic active users are interested in link building, intermediate and
advanced SEO and analytics.
@iACQUIRE iAcquire.com
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
design / development
independent
in-house
other
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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.
@iACQUIRE iAcquire.com
major favorite topics -- Medium SEO users
29%
29%
35%
36%
41%
45%
54%
0% 10% 20% 30% 40% 50% 60%
social media
keyword research
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
35% of the Medium SEO active users are interested in intermediate and advanced SEO.
@iACQUIRE iAcquire.com
major favorite topics -- Medium basic users
34%
31%
31%
38%
35%
46%
51%
0% 10% 20% 30% 40% 50% 60%
social media
keyword research
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
More Medium Basic active users than Medium Pro active users are interested in content & blogging, keyword
research and social media.
@iACQUIRE iAcquire.com
major favorite topics -- Medium prO users
26%
28%
36%
36%
45%
46%
54%
0% 10% 20% 30% 40% 50% 60%
social media
keyword research
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
More Medium Pro active users than Medium Basic active users are interested in intermediate and advanced
SEO, site optimization and analytics.
@iACQUIRE iAcquire.com
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
design / development
independent
in-house
other
@iACQUIRE iAcquire.com
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.
@iACQUIRE iAcquire.com
major favorite topics -- light SEO Users
22%
22%
22%
26%
28%
37%
40%
41%
50%
0% 10% 20% 30% 40% 50% 60%
entrepreneurship
intermediate and advanced SEO
web design
keyword research
social media
content & blogging
link building
analytics
on-page/site optimization
Only 22% of the Light active users are interested in intermediate and advanced SEO.
@iACQUIRE iAcquire.com
major favorite topics -- light basic Users
22%
21%
21%
26%
31%
42%
42%
36%
49%
0% 10% 20% 30% 40% 50% 60%
entrepreneurship
intermediate and advanced SEO
web design
keyword research
social media
content & blogging
link building
analytics
on-page/site optimization
More Light Basic users than Light Pro active users are interested in content & blogging, link building and
social media.
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major favorite topics -- light pro Users
23%
21%
23%
27%
26%
33%
39%
45%
50%
0% 10% 20% 30% 40% 50% 60%
entrepreneurship
intermediate and advanced SEO
web design
keyword research
social media
content & blogging
link building
analytics
on-page/site optimization
More Light Pro users than Light Basic active users are interested in analytics.
@iACQUIRE iAcquire.com
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%
Super Heavy SEO Users
36%
15%
6%
11%
26%
6%
Heavy SEO Users
28%
23% 10%
12%
22%
5%
Medium SEO Users
@iACQUIRE iAcquire.com
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"
Super Heavy SEO Users
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
@iACQUIRE iAcquire.com
Comparisons of major favorite topics among segments
22%
22%
22%
26%
28%
37%
40%
41%
50%
0% 10% 20% 30% 40% 50% 60%
entrepreneurship
intermediate and advanced SEO
web design
keyword research
social media
content & blogging
link building
analytics
on-page/site optimization
Light 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
Super 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
intermediate and advanced SEO
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
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
link building
on-page/site optimization
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
intermediate and advanced SEO
link building
on-page/site optimization
Heavy Basic Users
34%
31%
31%
38%
35%
46%
51%
0% 10% 20% 30% 40% 50% 60%
social media
keyword research
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
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
on-page/site optimization
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.
@iACQUIRE iAcquire.com
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
intermediate and advanced SEO
link building
on-page/site optimization
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
intermediate and advanced SEO
link building
on-page/site optimization
Heavy Pro Users
26%
28%
36%
36%
45%
46%
54%
0% 10% 20% 30% 40% 50% 60%
social media
keyword research
intermediate and advanced SEO
content & blogging
analytics
link building
on-page/site optimization
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
on-page/site optimization
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.
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