Moz's SEO tools are mostly available in paid plans that cost $99 a month or more. However, you can use one of its more compelling features, Open Site Explorer, for free. Open Site Explorer is a "brilliant" link analysis tool that provides "insight into your website's inbound links, authority, page link metrics, top pages, linking domains, and top landing pages," according to Steffen of Daymark Digital.
The tool also gives you a handle on the authority of an entire site or a particular page. "By knowing these data points, you can further optimize pages with already existing authority so that they convert better, and you can create a link-building strategy that will further increase your authority online," Steffen says.