What is Domain Authority?
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine results. It scores websites on a scale from 1 to 100, with higher scores indicating greater ranking potential.
Important clarification: Domain Authority is NOT a Google ranking factor. It's a third-party metric created by Moz to approximate the "authority" signals Google might use. Google has never confirmed using DA or any similar single metric.
Despite this, DA remains valuable because:
- It correlates with ranking ability
- It provides a benchmark for comparing sites
- It helps evaluate link building opportunities
- It tracks your site's growth over time
How Domain Authority is Calculated
Moz calculates DA using machine learning models trained on search results. The key factors include:
1. Linking Root Domains
The number of unique websites linking to your domain. More diverse sources of links increase authority.
2. Total Number of Links
The overall quantity of backlinks, though quality matters more than quantity.
3. Link Quality
The authority of sites linking to you. Links from high-DA sites pass more authority than links from low-DA sites.
4. MozRank and MozTrust
Proprietary metrics measuring link popularity and trustworthiness.
5. Link Relevance
How topically relevant the linking sites are to your content.
The calculation is relative: DA compares your site to others. As the internet grows and sites earn more links, scores can shift even without changes to your site.
Similar Authority Metrics
Different SEO tools have their own authority scoring systems:
| Metric | Provider | Scale | Primary Factors |
|---|---|---|---|
| Domain Authority (DA) | Moz | 1-100 | Backlinks, link quality |
| Domain Rating (DR) | Ahrefs | 0-100 | Backlink profile strength |
| Authority Score | Semrush | 1-100 | Backlinks, traffic, spam signals |
| Trust Flow | Majestic | 0-100 | Quality of linking sites |
| Citation Flow | Majestic | 0-100 | Quantity of links |
Note: These metrics use different calculations, so a DA 50 doesn't equal a DR 50. Don't compare across tools.
What's a Good Domain Authority?
DA should be interpreted relative to your competition and goals:
| DA Range | Interpretation |
|---|---|
| 1-10 | New sites, minimal backlinks |
| 11-20 | Young sites with some links |
| 21-30 | Established sites, growing authority |
| 31-40 | Solid authority, competitive for medium keywords |
| 41-50 | Strong authority, can compete for harder keywords |
| 51-60 | Very strong, industry leaders |
| 61-70 | Highly authoritative domains |
| 71+ | Major brands, news sites, top industry sites |
Examples by DA tier:
- DA 90+: Google.com, Wikipedia.org, YouTube.com
- DA 70-89: Major publications, top SaaS companies
- DA 50-69: Successful niche sites, mid-tier companies
- DA 30-49: Growing businesses, established blogs
- DA 10-29: New sites, local businesses, personal blogs
What DA Do You Need?
The real question: What DA do your competitors have?
If competitors ranking for your target keywords have DA 30-40, you need similar or higher authority to compete. If they have DA 60+, you'll need significant link building or should target less competitive keywords.
Domain Authority vs. Page Authority
| Metric | Scope | Use Case |
|---|---|---|
| Domain Authority | Entire website | Overall site strength |
| Page Authority | Single page | Individual page strength |
Domain Authority predicts ranking strength for the entire domain. It aggregates signals across all pages.
Page Authority predicts ranking strength for a specific page. A high-DA site can have low-PA pages if those pages lack their own backlinks.
In practice: New pages on high-DA sites often rank faster because they benefit from overall domain strength. But specific pages need their own links to maximize ranking potential.
How to Check Domain Authority
Free Tools
- Moz Link Explorer - Official DA source (limited free queries)
- MozBar - Browser extension showing DA for any site
- Small SEO Tools - Free DA checker
- Ahrefs Webmaster Tools - Free DR for sites you own
Paid Tools
- Moz Pro - Full access to DA data
- Ahrefs - Domain Rating (similar metric)
- Semrush - Authority Score
- Majestic - Trust Flow and Citation Flow
How to Improve Domain Authority
Since DA is based primarily on backlinks, improving it requires building a stronger link profile.
1. Create Link-Worthy Content
Content that naturally attracts links:
- Original research - Data and studies people cite
- Comprehensive guides - Definitive resources on topics
- Free tools - Calculators, generators, analyzers
- Visual assets - Infographics, charts, maps
- Expert interviews - Unique perspectives
2. Build Quality Backlinks
Focus on earning links from:
- Relevant, authoritative sites in your industry
- Established publications and news sites
- Educational and government sites (.edu, .gov)
- Genuine editorial mentions
Avoid:
- Purchased links
- Link schemes and exchanges
- Low-quality directory spam
- PBNs (Private Blog Networks)
3. Internal Linking
Strong internal linking:
- Distributes authority throughout your site
- Helps search engines discover and understand content
- Improves user experience and engagement
4. Remove or Disavow Toxic Links
If you have spammy backlinks:
- Try to get them removed
- Use Google's Disavow Tool for links you can't remove
- Focus on earning quality links to dilute the bad ones
5. Be Patient
DA grows slowly. Typical timelines:
- Months 1-6: Minimal movement without significant link building
- Months 6-12: Gradual improvement with consistent effort
- Year 2+: Compounding returns as content ages and earns links
DA is logarithmic: Going from DA 10 to 20 is easier than going from 50 to 60. Each point becomes harder to earn.
Domain Authority Myths
Myth: DA is a Google Ranking Factor
Reality: DA is a third-party metric. Google doesn't use it. However, the signals DA measures (backlinks, authority) do influence rankings.
Myth: Higher DA Always Means Higher Rankings
Reality: DA is one factor among many. A lower-DA site with better content, relevance, and on-page SEO can outrank a higher-DA site.
Myth: DA Should Always Increase
Reality: DA is relative. If competitors earn more links faster, your DA can drop even if you're improving. Moz also periodically updates their algorithm.
Myth: You Need High DA to Rank
Reality: For low-competition keywords, low-DA sites can rank well with quality content. DA matters more for competitive terms.
Myth: Buying High-DA Links Improves Rankings
Reality: Purchased links violate Google's guidelines and can result in penalties. Even if they temporarily boost DA, the risk isn't worth it.
Using Domain Authority Effectively
For Competitor Analysis
Compare your DA to competitors ranking for your target keywords:
- Similar DA = direct competition possible
- Much lower DA = need alternative strategies or easier keywords
- Higher DA = opportunity to outrank with better content
For Link Building Prospecting
When evaluating link opportunities:
- DA 30+ - Generally worthwhile if relevant
- DA 50+ - High-value opportunities
- DA 70+ - Exceptional opportunities
But always consider:
- Relevance to your niche
- Traffic and engagement on the site
- Link placement (content vs. footer/sidebar)
- Other quality signals
For Progress Tracking
Track DA monthly to monitor long-term growth:
- Set realistic goals based on current DA
- Celebrate steady growth, not overnight jumps
- Compare to competitor trends, not just absolute numbers
For Site Valuation
DA often factors into website valuations for:
- Business acquisitions
- Sponsorship rates
- Guest posting opportunities
- Partnership evaluations
Domain Authority and GEO
As AI-powered search grows, authority signals remain important:
For AI citations: AI systems may use authority signals (including link-based authority) to determine which sources to cite. High-authority sites may be preferred sources for AI-generated responses.
For content trust: AI models are trained to recognize and prefer trustworthy sources. Building genuine authority through quality content and earned links benefits both SEO and GEO.
Frequently Asked Questions
Why did my Domain Authority drop?
Common reasons:
- Moz updated their algorithm (happens periodically)
- You lost backlinks
- Competitors gained links faster than you
- Moz re-evaluated some of your backlinks as low quality
A drop doesn't always mean a problem: check if rankings also dropped.
How fast can I increase Domain Authority?
Realistically:
- 1-5 points per year for new sites with consistent effort
- 5-10 points per year for aggressive link building
- Larger jumps typically require major link wins (viral content, press coverage)
Is Domain Rating (Ahrefs) the same as Domain Authority?
No. They use different calculations and shouldn't be compared directly. Both measure similar concepts (link-based authority) but produce different scores.
Should I focus on DA or traffic?
Focus on traffic and conversions: those are the real business metrics. DA is an indicator of SEO potential, not a goal itself. A site with lower DA but targeted traffic that converts is more valuable than a high-DA site with no relevant traffic.
Can a low-DA site outrank a high-DA site?
Yes. Other factors include:
- Content quality and relevance
- Page-level authority
- On-page optimization
- User experience signals
- Topical authority
A DA 25 site with perfectly relevant, comprehensive content can outrank a DA 60 site with thin, tangentially related content.
Related Terms
- Backlinks - The primary factor in domain authority
- Page Authority - Individual page ranking strength
- Search Engine Optimization - The practice of optimizing for search
- Link Building - Acquiring backlinks to improve authority
- Anchor Text - Clickable text in hyperlinks
Why this matters
Domain Authority influences how search engines and users interpret your pages. When domain authority is handled consistently, it reduces ambiguity and improves performance over time.
Common mistakes
- Applying domain authority inconsistently across templates
- Ignoring how domain authority interacts with canonical or index rules
- Failing to validate domain authority after releases
- Over-optimizing domain authority without checking intent
- Leaving outdated domain authority rules in production
How to check or improve Domain Authority (quick checklist)
- Review your current domain authority implementation on key templates.
- Validate domain authority using Search Console and a crawl.
- Document standards for domain authority to keep changes consistent.
- Monitor performance and update domain authority as intent shifts.
Examples
Example 1: A site standardizes domain authority and sees more stable indexing. Example 2: A team audits domain authority and resolves hidden conflicts.
FAQs
What is Domain Authority?
Domain Authority is a core concept that affects how pages are evaluated.
Why does Domain Authority matter?
Because it shapes visibility, relevance, and user expectations.
How do I improve domain authority?
Use the checklist and verify changes across templates.
How often should I review domain authority?
After major releases and at least quarterly for critical pages.
Related resources
- Guide: /resources/guides/keyword-research-ai-search
- Template: /templates/definitive-guide
- Use case: /use-cases/marketing-agencies
- Glossary:
- /glossary/search-intent
- /glossary/serp