MozRank

MozRank is a metric developed by Moz that scores a web page's link popularity on a logarithmic scale from 0 to 10. It was created as a commercial counterpart to Google's PageRank and measures how many valuable links point to a given URL — the more, and the stronger, those links, the higher the score.

How MozRank works

MozRank rests on the same intuition as PageRank: a link from a page is a vote for its credibility, and votes from high-authority pages carry more weight. The metric's key characteristics:

• Link equity flow — a page passes part of its MozRank to the pages it links to, splitting it across all its outbound links (so-called link juice).
• Logarithmic scale — moving from 4 to 5 takes disproportionately more valuable links than moving from 2 to 3.
• Quality over quantity — a handful of links from strong domains raises the score more than hundreds of weak ones.

MozRank in practice

MozRank was used to analyse a site's link profile:

1. Assessing page strength — comparing the MozRank of different URLs within a site.
2. Competitor analysis — benchmarking your own link popularity against rivals in the search results.
3. Prioritising link building — choosing valuable sources of backlinks.

Today MozRank has given way to Moz's more elaborate metrics such as Domain Authority and Page Authority, which combine many signals. Still, the metric is worth knowing because it captures a fundamental SEO principle — a page's value grows with the quality of the links pointing to it.