Domain Authority

Date created: Nov 21, 2023  •   Last updated: Dec 24, 2023

What is Domain Authority

Domain Authority is a score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). DA is not an authority metric used by Google in determining search rankings but, instead, a third-party tool used for benchmarking and competitive link analysis. It is also a relative measure, meaning that it is most useful when comparing one domain's authority to another rather than as an absolute score of a website's traffic and performance.

Domain Authority Formula

ƒ Average (Domain Authority)

How to calculate Domain Authority

Moz calculates Domain Authority by combining multiple SEO factors, such as: Link Profile Strength (LPS): This could include both the number and quality of inbound links (backlinks) to the website. Website Age (WA): Older domains might be perceived as more authoritative. Content Quality and Relevance (CQR): High-quality, relevant content is likely to be valued more. User Engagement (UE): Metrics like time on site, bounce rate, etc., can indicate the value users find in the site. Technical SEO (TSEO): Factors like site speed, mobile-friendliness, use of HTTPS, etc. The hypothetical formula could look something like this: DA=a × LPS + b × WA + c × CQR + d × UE + e × TSEO Where: - a, b, c, d, and e are weights assigned to each factor, reflecting their relative importance in determining domain authority. - LPS is a score based on the strength and quality of the site's link profile. - WA is a factor based on the age of the domain. - CQR is a score assessing the quality and relevance of the website's content. - UE reflects user engagement metrics. - TSEO is a score based on the technical SEO aspects of the site. This formula is an oversimplification and serves as a conceptual model. In practice, Domain Authority is likely calculated using complex algorithms and machine learning techniques that take into account a wide array of factors, some of which may not be publicly known or easily quantifiable. The real DA calculation by Moz is much more intricate and proprietary.

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More about Domain Authority

These days, the success of a website is often tied to its visibility and credibility. One metric that has become a buzzword in the world of SEO is Domain Authority, or DA for short. But what does it truly mean, and how important is it to build domain authority?

Let's delve into the essence of Domain Authority, how it is calculated, and practical steps to improve it.

Why Does Domain Authority Matter?

Domain Authority is a handy tool that provides a quantifiable measure for gauging a domain's potential ranking ability. When you monitor your site's authority score, you can strategize and implement improvements to your website to improve its score and performance in SERPs. 

While DA plays a big role in SEO, it does not always guarantee higher rankings. This is because Domain Authority is more about measuring the relative strength and competitiveness of your website compared to others on the internet. It's a useful benchmark for assessing how your site stacks up against competitors. 

But what exactly goes into calculating this score?

How is the Authority of a Domain Calculated?

Moz calculates Domain Authority by combining multiple SEO factors, such as:

  • Linking Root Domains: The number of unique domains linking to your website.

  • Total Number of Links: The total number of links pointing to your website, including both internal and external links.

  • Quality of Links: The relevance and authority of the websites that link to yours.

  • Site Structure: How well your website is organized and how easily it can be navigated.

  • Content Quality: The originality, relevance, and usefulness of your website's content.

  • Social Signals: The presence and engagement your website has on social media platforms. 

Moz uses a machine learning model to identify the algorithm that best correlates with rankings across thousands of search results that they predict against. The DA score can then be used when comparing websites or tracking the "ranking strength" or authority of a domain and its link over time. 

What's a Good Domain Authority Score for Sites?

Domain Authority is measured on a scale from 1 to 100, with higher scores indicating a stronger potential to rank and attract organic traffic. However, what constitutes a "good" Domain Authority score can vary significantly. 

DA is a comparative metric, meaning its value is most relevant when compared to the scores of other websites you are competing against in search engine results pages (SERPs). Therefore, a good score is one that is higher than those of your direct competitors.

With this in mind, your strategy should be less about reaching a certain absolute number and more about aiming to surpass the DA scores of your direct competitors and their links. This approach can guide your SEO strategies more effectively, allowing you to focus on outperforming those businesses in your specific niche in terms of link authority. 

Domain Authority vs Website Authority vs Page Authority

SEO is a tricky business since there are multiple metrics to consider. Domain authority, website authority, and page authority are all different measures that SEO strategists use to gauge a website's potential for ranking in search engines. It's important to understand the nuances between these three factors to guide your SEO strategies.

Domain Authority

Domain Authority is a metric by Moz that predicts how well a domain is likely to rank in search engine results. It's important to remember that DA is domain-specific, focusing on the strength of a domain's backlink profile.

This authority score is a useful benchmark when comparing one domain to another, especially within the same industry or niche. However, it's not a direct reflection of Google's ranking algorithm and should not be the sole focus of your SEO efforts.

Website Authority

Website Authority, on the other hand, encompasses a broader set of factors that contribute to a site's overall reputation and visibility online. This can include user engagement, site speed, content quality, and security features, among others.

One major difference, though, is that Website Authority Isn't lumped into a single score like Domain Authority. Rather, it's a collective perception of a site's trustworthiness and quality in the eyes of both users and search engines.

Page Authority

Page Authority, similar to DA, is a metric developed by Moz that predicts how well a specific page on your site is likely to rank in search engine results.

Unlike DA, which considers the entire domain, Page Authority focuses on individual web pages. Factors that influence Page Authority include the quality of content on the page, the number of inbound links, and the SEO optimization of the page.

Just like Domain Authority, a high Page Authority can indicate a greater chance of ranking well in search results. However, it's important to remember that these metrics are only part of a successful SEO strategy and should be coupled with other optimization efforts.

How To Improve Your Site's Domain Authority Score

While improving your Domain Authority score doesn't happen overnight, there are several steps you can take to enhance it over time.

Focus on content quality

Creating high-quality content is crucial to Domain Authority. Your content should always aim to answer questions, solve problems, or offer insights that are not readily available elsewhere. This means producing valuable material that is original and relevant to your audience.

The more useful your content is, the more likely it is to be shared and linked to. 

Additionally, regularly updating your site with fresh content can signal to search engines that your site is active and relevant, further boosting your Domain Authority.

Enhance your backlink profile

Backlinks are a critical factor in Domain Authority. Focus on acquiring high-value backlinks from websites that have strong credibility in your niche. Use Moz and take a look at their DA score to confirm if they're worth getting links from. Another way is to check if they're frequently cited by other reputable sources.

Remember: a few high-value backlinks can be more beneficial than many low-quality or undesirable ones from domains without authority.

Prioritize social media engagement

While social signals may not directly influence your Domain Authority score, they can indirectly help. When you share your web content's link on social media, and it gets liked, shared, and commented on, you increase its visibility. This greater visibility can lead to more backlinks, which can boost your Domain Authority.

Promote your content on multiple social platforms and engage with your audience. Be sure to respond to comments and shares, and try to foster an active online community to make your link more visible to more people.

Optimize site structure and user experience

A strong site structure helps search engines crawl and index your content efficiently, positively impacting your Domain Authority. 

The first step is to make sure your domain has a logical hierarchy. This means using internal linking to guide users through your site and including a sitemap that lists all your pages.

Moreover, remember that user experience is one of the most crucial factors. A domain that is easy to navigate and loads quickly on all devices, especially mobiles, can reduce bounce rates and increase the time users spend on your site. Both factors can contribute to a higher DA score.

Maximize keywords

Making the most of keywords will help your site be more visible to your target audience and ensure your content aligns with their search intent. Use relevant and high-performing keywords (but low difficulty) to increase your chances of ranking for them. Then, you should incorporate them in your domain content, titles, meta descriptions, and alt tags.

Other SEO Best Practices That Can Improve DA

While these SEO practices may not boost your DA score directly, doing them can steer your site in the right direction authority-wise.

  • Add a meta description: Create a concise and clear meta description for each page on your site. This snippet, shown on SERPs, should accurately summarize the page's content and contain your target keyword.

  • Compress images: Images can significantly slow down your domain if they are not optimized properly. Use compression tools to reduce the size of your images, and always include alt text with your target keywords.

  • Optimize for mobile: As more people use mobile devices to access the internet, it's important that your website is mobile-friendly. A domain that is not optimized for mobile can suffer from lower rankings in SERPs and a decrease in user engagement.

  • Improve page speed: Slow-loading pages can negatively impact your domain's bounce rate and overall user experience, which can subsequently affect your Domain Authority score. Use tools like Google PageSpeed Insights to identify and fix any issues that may be slowing down your site.

Improving Technical SEO and Domain Authority

Technical SEO refers to the elements that users don't typically see in a website. Optimize the following aspects to help search engines find, index, and understand your content:

  • Site architecture

  • Schema markup

  • Canonical tags

  • Page speed

  • Mobile Optimization

  • HTTPS and security

  • Robots.txt

  • XML sitemaps

We'll discuss each of these in more detail below.

Site architecture

Your website should be organized to help both users and search engines navigate them easily. Search engines favor websites that are easy to crawl (or scan) and have a clear structure. This is because it helps them index the site more effectively, which can improve your Domain Authority.

A well-structured website should have a clear hierarchy and a navigation menu that guides visitors to the most important pages. 

Schema markup

Schema markup is a code you put on your website to help search engines return more informative results for users. 

Let's say you're marking up a recipe on your food blog. With schema markup, you can tell search engines exactly what each part of your recipe is, from ingredients to cooking time. This helps search engines understand your content better.

Moreover, schema markup can also lead to better visibility in search results through "rich snippets." These are those little extra details that show up in search results, like star ratings for reviews. Websites with rich snippets tend to get more clicks, and more clicks can lead to a better Domain Authority score over time.

Canonical tags

Sometimes, you might have two or more pages on your website with similar content. This can confuse search engines as they try to decide which page is most important and should show up in search results.

To clear up this confusion, you can use a canonical tag. This is a way of telling search engines, "Out of these pages, this one is the master page."

Page speed

Page speed is critical for user experience. A slow website can turn visitors away before they even have a chance to see your content. If your site is slow, it could also be penalized in search rankings, affecting your Domain Authority. 

To maintain optimal page speed, check your website's performance regularly and resolve any issues that could slow it down.

Mobile Optimization

More than half of all web traffic comes from mobile devices. So, you must make sure that your site still looks good no matter what device the visitor is opening it from.

Google is known for mobile-first indexing, which means they primarily use the mobile version of your site for indexing and ranking. If your site's mobile experience is poor, it could negatively impact your rankings and your site's Domain Authority.

HTTPS and security

Online security is a significant concern for both users and search engines. Google announced in 2014 that HTTPS would be a "ranking signal." If your website isn't secure, your target audience can perceive your site as untrustworthy, which can affect your DA score.

HTTPS encryption protects the privacy and security of your site visitors. It's especially important if your site collects sensitive information like credit card numbers or passwords. Having a secure website not only boosts your website's reputation but also instills trust in your users.


Robots.txt is a file on your website that guides search engines on which parts of your site should not be crawled or indexed. For example, you might use it to prevent search engines from accessing duplicate pages or private areas of your website. This helps to ensure that only the most relevant and important content appears in search results. 

XML sitemaps

An XML sitemap is like a map of your website that helps search engines find and understand all your pages. It's particularly useful for large websites or those with a significant amount of archived content. 

By submitting your XML sitemap to tools like Google Search Console and Bing Webmaster Tools, you make sure search engines can easily crawl and index your site. Updating your sitemap regularly informs search engines about new or changed content, which can positively impact your Domain Authority.

Challenges in Maintaining Domain and Website Authority

Maintaining a high Domain and Website Authority is not an easy task. Here are a few challenges that you might encounter:

Keeping up with algorithm changes

Search engines are constantly refining their algorithms to provide better search results. This means what works today for SEO might not work tomorrow for various sites.

Staying informed about these changes is crucial. Webmasters and SEO professionals must be adaptable and ready to pivot their strategies to align with the latest updates. This could involve anything from adjusting keyword strategies to adopting new technologies like structured data.

Building and sustaining backlinks

Acquiring high-value backlinks is a challenge in itself, but maintaining even just a single link for sites can be just as demanding. After all, websites go offline, and content gets updated. These backlinks can even become broken over time.

Monitor your link building strategy and backlink profile regularly. Make sure to engage in outreach to restore or replace lost backlinks. Diversifying your link sources can also protect your site's authority from the impact of losing any single source.

Producing high-value content consistently

Content is the cornerstone of any authority domain. Creating truly valuable content that people love to read and share takes time and effort. You need to research your topics well, write engagingly, and make sure everything looks good.

Plus, your content should strike a balance between being engaging, informative, and optimized for search engines. Focus on understanding your audience's interests and questions, and then craft your content to answer these queries in a clear and compelling way. Use relevant keywords naturally within your text, and include multimedia elements like images or videos to enhance reader engagement and understanding.

Moreover, with the rise of voice search and AI, content must be adaptable to new formats and technologies, such as voice-activated assistants, chatbots, and interactive media.

Managing user experience across devices

With the diversity of smartphones, tablets, and desktops, each with different screen sizes and operating systems, a website must be responsive and adaptable. A poor user experience can lead to a high bounce rate, which negatively impacts a site's authority. 

Conduct regular testing and updates to your website's design and functionality to keep users satisfied and engaged, regardless of how they access your site.

Responding to competitor strategies

It's no secret that the digital landscape is highly competitive, and your website's authority can be affected by the actions of your competitors. Like you, they are also implementing SEO strategies to improve their rankings and, by extension, negatively impact yours.

Staying ahead requires constant market analysis and the ability to respond to competitor movements quickly. This might mean updating your content, improving your site's technical SEO, or enhancing your social media presence proactively.

Protecting against negative SEO

Negative SEO, such as spammy backlinks to sites or the scraping of your content, can damage your website's authority. Perform an audit on your domain regularly, monitor your site's link profile, and set up alerts for unusual activity. If you're targeted by negative SEO, quick action is needed to disavow toxic backlinks and report content theft to maintain your site's authority.

Build and Leverage Your Domain Authority

Whether you have a blog or e-commerce store, Domain Authority can help you understand where your website stands in terms of search engine ranking potential. It does so by providing a score that reflects your site's likelihood to rank in search results compared to competitors.

Remember, while DA is an important metric, it's just one part of a broader SEO strategy. Domain Authority should be used as a comparative tool rather than an absolute measure of success. Focus on improving your website's overall SEO health, and over time, you'll likely see your Domain Authority score rise along with your site's visibility and credibility in search results.

Domain Authority Frequently Asked Questions

Is "20" Domain Authority good?

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A Domain Authority of 20 is considered average. It indicates that there are areas for improvement, but it's a decent starting point, especially for new websites. 

The range for Domain Authority is 1-100, with 100 being the best possible score. Twenty might seem low, but remember, DA is a comparative tool, and scores fluctuate. Instead of focusing solely on this number, look at the bigger picture of your SEO strategy.

How often does Domain Authority update?

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Domain Authority updates approximately every month. Moz, the company behind the metric, crawls and updates their link index periodically, which impacts Domain Authority scores. 

Nonetheless, don't expect your score to increase right away just because you've made significant improvements to your site. Your DA might not instantly reflect these changes due to the time it takes for Moz to crawl and index new data.

Does Google use Domain Authority?

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No, Google does not use Domain Authority in its algorithm. It is a metric developed by Moz for SEO purposes. The search engine giant has its own system for ranking websites. However, the factors that contribute to a high DA, such as quality content and strong backlinks, are also critical for good search engine rankings. 

So, while Google doesn't use DA, focusing on the elements that boost your DA can still positively impact your Google rankings.

What is the highest Domain Authority?

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The highest Domain Authority score is 100. According to Moz, only three sites have achieved it: Blogger, Google, and YouTube. These domains have a massive number of high-quality inbound links and regularly produce high-value content, which contributes to their high DA score. However, for most websites, a Domain Authority score above 60 is considered excellent.

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