Search engine optimization (SEO) is made up of several important components, and one that stands out is domain authority. It’s a key metric that helps determine how well a website can rank in search engines. While it’s not an official ranking factor used by Google, domain authority plays a vital role in SEO strategy and is widely used by marketers to evaluate website strength.
In this comprehensive guide, we’ll explain what domain authority is, how it’s calculated, why it matters, and what you can do to improve it over time.
What is Domain Authority?
Domain authority (DA) is a score that predicts how likely a website is to rank on search engine results pages (SERPs). The score ranges from 1 to 100, with higher scores representing a stronger ability to rank. Developed by Moz, domain authority gives an overall view of a website’s SEO strength based on various factors.
The higher your domain authority, the more competitive your site is likely to be in the search rankings. Websites with higher DA usually appear higher in search results, especially for competitive keywords. This is why many SEO professionals use domain authority to evaluate link opportunities and measure website performance.
How is Domain Authority Calculated?
Domain authority is calculated using a machine learning model that considers multiple factors. Some of the key elements include:
- Linking root domains (how many different sites link to yours)
- Number of total links (including internal and external links)
- Link quality (the relevance and trustworthiness of linking sites)
- Site structure and content relevance
- Spam score (how many low-quality links point to your site)
The algorithm compares your site to others on the web and assigns a DA score based on how it performs in comparison. It’s important to note that domain authority is relative. A DA score of 40 might be strong in a niche industry but weak in a highly competitive one.
Domain Authority vs. Page Authority
While domain authority refers to the overall strength of an entire domain, page authority (PA) focuses on the ranking potential of individual web pages. Both metrics are useful, but they serve different purposes.
Page authority helps you understand how well a single page can rank, which is helpful for blog posts, landing pages, or product descriptions. Domain authority gives a broader perspective of your website’s overall power in the search engine landscape.
Together, they provide valuable insight into how to prioritize your SEO efforts across different levels of your site.
Why Domain Authority Matters in SEO
Even though domain authority isn’t a direct ranking factor used by Google, it influences SEO in several ways. High domain authority often correlates with better rankings, more traffic, and higher trust.
It also impacts your ability to earn backlinks. Other sites are more likely to link to domains that are considered authoritative. A higher DA makes outreach more successful and supports organic link-building efforts.
For marketers, domain authority provides a benchmark to measure SEO success and compare performance against competitors.
Common Myths About Domain Authority
Many people misunderstand how domain authority works. One common myth is that a high DA guarantees top rankings. In reality, it’s just one of many indicators. Having a strong DA helps, but you still need quality content, keyword optimization, and technical SEO.
Another myth is that DA changes overnight. Since it’s calculated using multiple factors, improvements happen gradually. Focusing on sustainable growth strategies is far more effective than trying to manipulate your score.
Lastly, some believe domain authority can be “fixed” by removing bad links. While removing harmful links helps, DA also depends on earning new high-quality links, improving content, and strengthening overall SEO
Strategies to Improve Domain Authority
Improving your domain authority takes time and consistent effort. Below are proven strategies that help boost your score and build a strong online presence:
Create High-Quality Content
Publishing valuable, informative, and engaging content is the foundation of a strong website. High-quality content earns backlinks, keeps visitors on your site, and supports keyword rankings. Focus on evergreen content, how-to guides, case studies, and industry resources that offer real value to your audience.
Build High-Quality Backlinks
Not all links are created equal. Links from trustworthy, relevant websites carry more weight. Reach out to industry blogs, news outlets, or influencers to earn backlinks through guest posts, interviews, or original research. Avoid spammy links or link-buying schemes, as they can damage your DA.
Improve Technical SEO
Technical SEO ensures your website is easy to crawl and index. This includes optimizing your site’s loading speed, mobile responsiveness, URL structure, site navigation, and fixing broken links. Search engines prefer well-structured, technically sound websites, which can positively influence your domain authority.
Strengthen Internal Linking
A strong internal linking structure helps distribute link equity across your website. Linking from high-authority pages to newer or lower-performing pages helps search engines understand content relationships and improve visibility.
Use descriptive anchor text, avoid keyword stuffing, and ensure links point to relevant content. This improves user experience and SEO at the same time.
Clean Up Toxic Backlinks
Audit your backlink profile regularly to identify and disavow toxic or spammy links. These could come from low-quality websites, link farms, or outdated directories. Use tools like Moz, Ahrefs, or Google Search Console to monitor your backlinks and maintain a healthy link profile.
Be Consistent with Content Publishing
Search engines reward websites that are active and frequently updated. Develop a content calendar to publish new posts regularly. Consistency signals that your website is alive and trustworthy, which can support your DA growth.
Focus on quality over quantity—a few well-written posts are more effective than many shallow ones.
Increase Social Engagement
While social signals don’t directly impact domain authority, content that is shared widely can attract more backlinks and traffic. Promote your content on social platforms, encourage sharing, and engage with your audience to amplify reach.
Content that performs well socially often gains attention from bloggers and websites looking for valuable references.
Secure Your Website with HTTPS
Google favors secure websites. Having an HTTPS certificate boosts user trust and is considered a ranking factor. If your site still uses HTTP, migrating to HTTPS is a straightforward way to improve both SEO and user experience.
Optimize for User Experience
User experience (UX) is closely tied to SEO. Websites that are easy to navigate, visually appealing, and fast-loading keep users engaged longer. These behavioral signals influence search engine algorithms and can positively affect your domain authority over time.
Focus on intuitive design, clear calls to action, minimal clutter, and responsive layouts to provide a better experience.
Monitor Your Competitors
Analyzing your competitors’ domain authority and backlink strategies can help you identify opportunities and weaknesses in your own strategy. Use SEO tools to track their link sources, content types, and keyword performance. This insight can guide your own link-building and content development efforts.
