TAGFEE is the acronym for 📝Moz's six core values — Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional — the culture code that has guided the SEO software company since its early SEOmoz era.

Each letter names a commitment: Transparent means operating in the open by default; Authentic means being honest and true to who you are; Generous means giving more than you take; Fun means bringing levity and humanity to the work; Empathetic means leading with understanding for customers and colleagues; and Exceptional means holding a high bar for quality and impact. Moz applied the code beyond wall art — TAGFEE shaped hiring decisions, product calls, and the company's famously transparent blogging culture.

TAGFEE was codified during the company's SEOmoz years and is closely associated with co-founder Rand Fishkin, who examined the code's benefits and costs at length in his 2018 book Lost and Founder. Fishkin has credited the values with building Moz's community-driven brand while acknowledging the tension between radical transparency and conventional startup practice.

The acronym became one of the best-known examples of a published company culture code in the marketing industry, cited in discussions of values-driven company building well beyond Moz itself.