Marketing Lessons Learned from 16 Years of Building Moz
Posted: Thu Feb 13, 2025 8:59 am
So most of you are familiar with Moz's Flywheel, but I'll try and explain it here. We start here with content ideas that we get from spending a lot of time with SEOs. We do keyword research, and we optimize those posts, including just look at Whiteboard Friday.
What do we do with Whiteboard Friday? You're watching this video, but you'll also see the transcript below. You'll see the podcast version from SoundCloud so you can listen to the text instead belarus number data watching me if for some reason you can only do the audio. Each of these little images has been cropped and placed in the text below so that anyone searching Google Images can find some of them and find their way to Whiteboard Friday. A few months after it goes up here, hosted with Wistia on Moz, it will be put on YouTube.com so people can find it there.
So we did all these kinds of things to optimize those posts. We publish them, and then get amplification through all the channels we have — email, social media, of course search engines are huge for us. Then we increase our reach for the next time.
In the early days, early in Moz’s history, when I was first publishing, I was writing every blog post myself for many, many years. It was very difficult. We weren’t getting much reach. Now, it’s an engine that runs on its own. So every time we do this, we get more SEO ranking potential, more links, more other positive ranking signals. The next time we publish content, it has an even better chance of doing well. So the flywheel of Moz keeps spinning, getting faster and faster, and it gets easier and easier. Every time I do a Whiteboard Friday film, I’m a little more experienced. I’ve gotten a little better at it.
What do we do with Whiteboard Friday? You're watching this video, but you'll also see the transcript below. You'll see the podcast version from SoundCloud so you can listen to the text instead belarus number data watching me if for some reason you can only do the audio. Each of these little images has been cropped and placed in the text below so that anyone searching Google Images can find some of them and find their way to Whiteboard Friday. A few months after it goes up here, hosted with Wistia on Moz, it will be put on YouTube.com so people can find it there.
So we did all these kinds of things to optimize those posts. We publish them, and then get amplification through all the channels we have — email, social media, of course search engines are huge for us. Then we increase our reach for the next time.
In the early days, early in Moz’s history, when I was first publishing, I was writing every blog post myself for many, many years. It was very difficult. We weren’t getting much reach. Now, it’s an engine that runs on its own. So every time we do this, we get more SEO ranking potential, more links, more other positive ranking signals. The next time we publish content, it has an even better chance of doing well. So the flywheel of Moz keeps spinning, getting faster and faster, and it gets easier and easier. Every time I do a Whiteboard Friday film, I’m a little more experienced. I’ve gotten a little better at it.