No matter your experience level in digital marketing, you’ve likely come across the term Domain Authority (DA). It’s a metric with deep roots in SEO, used by many strategists to gauge a website’s potential for ranking.

But what does Domain Authority actually mean, and how does it impact your SEO plan? It’s not just for tech wizards – anyone aiming for better search engine results can benefit from a deeper understanding of this metric. This article aims to break down Domain Authority by answering:

• What is it and how is it determined?
• What are the key takeaways?
• How can I boost my Domain Authority?
• How can I use DA in my SEO strategy?

What is Domain Authority?

Created by SEO software company Moz, Domain Authority predicts a website’s likelihood of ranking high in search results. Using a 0-100 scale, a higher DA score indicates greater ranking potential.

Want to know your website’s Domain Authority? Find out with this free Domain Authority checker.

How is Moz Domain Authority Calculated?

Moz considers numerous factors, but the most crucial is the quantity of inbound links, also known as backlinks, directed to your domain. Moz gathers this information from its ever-evolving Link Explorer index. Websites with numerous backlinks and diverse referring domains tend to achieve higher DA scores. For a deep dive into the mathematics behind Domain Authority, check out Moz’s Authority Scoring Guide. In simpler terms, it all boils down to your backlink profile.

What Constitutes a Good Domain Authority Score?

The 100-point scale might make you think some scores are inherently “good” or “bad.” However, reaching a perfect DA is nearly impossible, achieved only by the most prominent websites. Moz emphasizes the comparative nature of this metric. Websites with low DA scores can still, and often do, rank high in search engine results. Imagine your website has a DA of 25. While this might seem low compared to millions of others, if it’s higher than your competitors, you have a good chance of outranking them for relevant keywords in your field. Therefore, a “good” Domain Authority is one that surpasses your competitors’ scores.

How to Check Your Domain Authority

Want to know your website’s DA? You have several options, including:

• Moz’s Domain SEO Analysis Tool
• Linkgraph.io’s Domain Authority checker
• Ahrefs’ Website Authority Checker

Domain Authority: Key Insights

What’s the essential information about Domain Authority for website owners and digital marketers? While a deep understanding isn’t mandatory for attracting customers through search, DA offers valuable insights for building a successful SEO strategy. Here are the most crucial points to remember:

1. Domain Authority is not a direct ranking factor

While DA helps estimate ranking potential, it’s not a component of Google’s ranking algorithm. This means newer or smaller websites with lower Domain Authority can still outrank competitors by offering users high-quality, informative, current, and relevant content. However, some factors influencing DA, such as the number of linking root domains and pages, are Google ranking factors. This often leads to a positive correlation between DA scores and SEO performance indicators like keyword rankings, average position, and organic traffic.

2. Domain Authority is not the only site authority metric

Moz’s Domain Authority is not the only metric available. Other major SEO brands and keyword research tools with extensive link indexes have developed their own authority metrics. Some notable examples include:

• Majestic’s Citation Flow
• Semrush’s Authority Score
• Ahrefs’ Domain Rating (DR)

DR (domain rating) is Ahrefs’ equivalent to Domain Authority. Since each company uses its own unique formula and link index, your website’s scores might differ significantly across these metrics. For instance, the following Domain Rating vs Domain Authority compares Ahrefs DR and Moz DA scores for around 9,700 domains. The upward trend indicates a positive correlation between these metrics.

However, the data also reveals instances where DA and DR scores for the same domain can differ substantially. The cluster of domains with significantly lower DA scores compared to DR might be because Ahrefs incorporates both link quality and referring domain authority in its DR calculations. While DA is arguably the most widely used authority metric in SEO, it’s not the absolute measure of ranking potential. Remember, there are alternative methods to assess your website’s health and ranking prospects beyond DA. Use LOCALiQ’s Free Website Grader to see if your site is optimized to rank.

3. Google’s PageRank: The Original Authority Metric

Long before Domain Authority emerged, Google’s PageRank reigned supreme as the original authority metric. Although Google once publicly displayed PageRank in its toolbar, black-hat SEO exploitation led them to conceal these scores. Essentially, every link from one page to another transfers a portion of its PageRank (link equity). Consequently, pages with numerous backlinks pass on more PageRank than others, as illustrated below:

Unlike Domain Authority, PageRank remains a ranking factor for Google. So, even though we no longer see PageRank scores, website owners should remember that every hyperlink continues to distribute PageRank (link juice) across the internet.

4. Enhancing Domain Authority and Off-page SEO Go Hand-in-Hand

Since backlinks primarily influence Domain Authority, off-page SEO strategies like link building and digital PR are the most effective ways to boost site authority metrics like DA. While improving your on-page SEO is always beneficial for enhancing relevance and quality in Google’s eyes, on-page optimizations won’t directly impact your DA the way backlinks do. However, with higher-quality content on your site, earning backlinks through off-site methods becomes easier. As a general SEO principle, a multifaceted approach tends to be more effective than relying solely on a single strategy.

How to Safely Increase Domain Authority

Given that backlinks primarily determine DA, off-site strategies like link building are crucial for improving your score. However, this isn’t as simple as it seems, as you can’t control whether other websites choose to link to yours. Furthermore, some link-building tactics are considered “black-hat,” potentially leading to Google penalties if your website appears to be purchasing backlinks or engaging in spammy link practices. Fortunately, there are numerous safe and effective ways to enhance your domain’s overall authority, and consequently, your DA score. Here are some of my favorite link building strategies methods:

1. Get Listed in Directories

For small and local businesses, directory listings offer a high-impact, cost-effective (under $100) way to increase DA. Here are the best 10 directories to start with.

Local SEO strategies like citation building are among the most budget-friendly growth tactics. Not only will Google better comprehend your target markets and service areas, but those backlinks will also contribute to higher DA scores over time. For more guidance on local SEO, explore the free resources offered by LocaliQ Marketing Lab’s Local SEO course

2. Create Exceptional Content

Prioritize creating high-quality content that naturally attracts backlinks (think E-A-T). When you publish a well-written, keyword-targeted post that ranks well, bloggers and businesses researching that topic are more likely to discover and link back to your site. Keep in mind that providing easily accessible information might not earn you citations. However, original research, thought leadership, or unique insights—content that’s difficult to replicate—significantly increase your chances of earning backlinks. This approach applies to both high-volume keywords and niche topics. Remember to leverage social media for wider reach.

3. Contribute Guest Posts

Contributing blog content, original research, or thought leadership to relevant, high-DA websites in your industry is another excellent method for acquiring backlinks and boosting your DA. Publishers constantly seek valuable content. By providing them with high-quality material, you not only establish your brand expertise but also often secure a backlink in the byline or even within the post itself. To expedite Domain Authority growth, focus on guest blogging opportunities in industry-specific publications with a direct connection to your niche. For instance, the chart below compares the topical relevance of my brand’s website with a leading competitor.

Topical Relevance of Backlink Profiles as seen in SearchAtlas Most of our competitor’s backlinks originate from websites related to Business and Technology. To surpass their Domain Authority, we prioritize guest blogging opportunities on sites with similar topical relevance.

4. Invest in Public Relations

While any business can benefit from a public relations team, securing links in prominent publications is particularly crucial for large brands competing with websites boasting high Domain Authority scores. While press coverage without a link can still positively impact your SEO through brand mentions, which Google uses to gauge website authority, obtaining dofollow links from reputable publications is essential for boosting DA. Small and mid-sized businesses without the resources for a dedicated PR team should consider Help A Reporter Out (HARO). This service connects reporters with industry experts, offering a valuable avenue for securing high-quality backlinks.

5. Leverage Broken Link Building

Although more advanced and requiring backlink analysis tools, broken link building can help uncover link-building opportunities to enhance your DA scores. Here’s how it works:

1. Identify broken links on other websites using a backlink analyzer tool.
2. Create content to replace the missing resource or identify existing relevant content on your website.
3. Reach out to the website’s editor and propose your content as a replacement.

Utilizing Domain Authority in Your SEO Strategy

Beyond showcasing authority, you can leverage Domain Authority scores to develop a highly focused SEO campaign. DA’s comparative nature assists in setting realistic goals and benchmarking your SEO performance.

1. Select Keywords Based on DA

When choosing keyword targets, DA helps determine whether your website can realistically compete with pages already ranking on the first page. Optimize your web pages for keywords with a Keyword Difficulty score lower than or equal to your Domain Authority. For example, ranking for “coffee subscription boxes” likely requires a DA of at least 60.

While not an absolute measure, this approach helps identify lower-competition keywords that can drive organic traffic in the short term while you work on boosting your Domain Authority over time.

2. Prioritize Your SEO Efforts

As a comparative metric, DA is invaluable for analyzing your competition. If your DA already surpasses your competitors, high-quality content alone might secure a first-page ranking. Therefore, prioritize investing resources in on-page optimizations, which are generally more affordable and manageable in-house. Off-site SEO typically demands more time, resources, and financial investment. If there’s a significant gap between your Domain Authority and your competitors, an aggressive off-site strategy is crucial for effective competition and increased Google visibility.

3. Adhere to Google’s Guidelines

While not an official ranking factor itself, Domain Authority reflects two crucial elements: E-A-T and backlinks. In Backlinko’s guide to SEO in 2022, Brian Dean highlights that Google’s Quality Rater Guidelines emphasize the content creator’s role in rankings. This means showcasing your blog authors as subject matter experts, providing clear bylines, and ensuring your about page, contact page, privacy policy, and terms of service effectively convey your website’s expertise and authority to Google.

Increase Domain Authority, Enhance Your Ranking

Domain Authority can sometimes feel like a status symbol in the SEO world. While exceptionally high DA scores are impressive and challenging to achieve, remember that your SEO success is not solely defined by your Domain Authority. Nevertheless, improving DA is worthwhile because it relies on factors crucial for ranking well on Google, ultimately leading to increased website traffic. To demonstrate your domain’s authoritativeness and trustworthiness to Google, implement these steps to boost your Domain Authority:

1. Get listed in relevant directories
2. Create high-quality, valuable content
3. Contribute guest posts to authoritative websites
4. Invest in strategic public relations
5. Utilize broken link building techniques