What is Domain Authority?

If you’re going to do any work on search engine optimization (SEO), Domain Authority (DA) will be a crucial metric for evaluating the strength and relevance of a website. It’s a score that predicts how well a website will rank on search engine result pages (SERPS). It’s a comparative tool, not an absolute metric. The scale of it ranges from 1 to 100.

According to moz.com:

“Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs). Domain Authority scores range from one to 100, with higher scores corresponding to a greater likelihood of ranking.”

How is Domain Authority calculated?

  • Link Profile

Domain authority is mainly calculated based on the quality and quantity of inbound and outbound links to a website.

  • MozRank and MozTrust

The MozRank and MozTrust algorithms evaluate the reliability and strength of these links.

  • Complex Algorithms

Machine learning models capture the DA score by emulating Google’s algorithm and considering a multitude of factors. Machine learning is the process of using algorithms to parse data, learn from it, and make informed decisions or predictions (without human intervention/help).

Image depicting domain authority and advice on how to improve it.
Created by Market Business News using image from moz.com.

Importance of Domain Authority in SEO

Domain Authority is critically important in SEO for several reasons, including:

  • Benchmarking Against Competitors

Domain Authority offers insight into a website’s standing relative to competitors.

  • Assessing Link Building Efforts

It serves as an indicator of the effectiveness of link-building strategies.

  • Long-term SEO strategy development

It can also help you plan and execute long-term SEO strategies.

How to Improve Domain Authority

There are many ways to improve domain authority, such as:

  • Enhancing the Link Profile

Aim to acquire high-quality backlinks from reputable and trustworthy websites.

  • Focusing on Content Quality

Develop relevant and valuable content that naturally encourages link building.

  • Implementing Best SEO Practices

Employ a combination of technical and on-page SEO strategies to optimize your website’s performance.


  • Not a Google Ranking Factor

DA is not utilized by Google and doesn’t directly influence SERP rankings.

  • Fluctuations in score

Variations in DA can occur due to changes in the authority of linked domains, among other factors.

Practical applications

DA can be effectively utilized in various SEO activities, including:

  • Web analysis and comparison

SEO professionals frequently use DA to analyze and compare websites, especially during keyword research and when planning link-building campaigns.

  • Identifying Backlink Opportunities

It can help you find suitable domains backlink-building opportunities.

Written by Nicolas Perez Diaz