The Importance of Domain Authority and How to Improve It

If you’ve ever wondered why some websites rank at the top of Google while others struggle to make it past page two, you’re not alone.

One of the metrics often discussed in this context is domain authority, commonly abbreviated as DA.

Developed by Moz, Domain Authority is a predictive score that indicates how likely a website is to rank in search engine results.

It’s scored on a scale from 1 to 100, with higher scores generally reflecting a greater ability to rank.

While Google does not directly use this metric, i
t has become a widely accepted benchmark for gauging a site’s SEO strength.

In fact, according to a Backlinko analysis of over 11.8 million Google search results, Domain authority is one of the most strongly correlated factors when it comes to ranking on the first page.

Although it’s not a direct ranking signal, it gives you a practical lens to evaluate your competition and measure your own progress.

Whether you’re running a brand-new website or managing SEO for a large organization, understanding domain authority can give you valuable insight into what’s working and what needs improvement.

In 2025, as algorithms become smarter and competition tougher, this metric will continue to be a critical piece of the SEO puzzle.

In this guide, we’ll break down what domain authority really means, how it’s calculated, and—most importantly—how you can improve it through proven strategies that go beyond theory.

Let’s get started!

What Is Domain Authority (DA)?

Domain Authority, often abbreviated as DA, is a score developed by Moz to predict how well a website is likely to rank on search engine result pages (SERPs).

The score ranges from 1 to 100, with higher scores indicating a stronger potential to rank. While it’s not a ranking factor used by Google itself, it’s become a widely referenced metric within the SEO industry.

Moz calculates Domain Authority using various factors, the most important of which is the number and quality of backlinks pointing to a website.

The score is generated using a machine learning model that analyzes data from Moz’s Link Explorer index, examining factors such as linking root domains, total inbound links, and more.

One of the key things to understand about DA is that it’s a relative metric. This means your score is most meaningful when compared to competitors in your industry.

For example, a Domain Authority of 30 might be considered weak in the e-commerce space, but it could be quite strong in a highly niche market with little competition.

It’s also worth noting that DA is logarithmic. That means going from a score of 10 to 20 is much easier than going from 70 to 80.

As your score climbs, each incremental increase becomes more difficult, reflecting the increasing competitiveness of higher authority websites.

DA is often confused with Page Authority (PA), which measures the ranking strength of individual pages rather than entire domains.

While the two are calculated similarly, DA gives you a broader, more domain-wide picture of your site’s SEO potential.

Understanding DA—and what it isn’t—is the first step in using it effectively as part of your SEO strategy.

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Why Domain Authority Still Matters in 2025

With Google continuously updating its algorithm and placing more emphasis on helpful content, you might wonder if Domain Authority still holds value.

The short answer is yes, but with some important context.

Domain Authority remains a helpful proxy for understanding a website’s overall strength in search.

While it’s true that Google doesn’t use DA directly as a ranking factor, many SEO professionals still rely on it to gauge the competitiveness of a site or a niche.

That’s because DA tends to correlate strongly with higher rankings, even if it doesn’t cause them directly.

In 2025, SEO has evolved to prioritize user intent, page experience, and content quality more than ever before.

But backlinks still carry significant weight, and DA is largely based on the strength and quality of your backlink profile.

According to a 2024 study by Ahrefs, 96.55% of content receives zero organic traffic from Google, largely because it has no backlinks. That alone makes DA worth paying attention to.

Another reason DA still matters is benchmarking. If you’re launching a new website or entering a new niche, comparing your DA score to top-performing competitors can help you set realistic expectations and goals.

It gives you a ballpark idea of how much authority you’ll need to build to start competing seriously.

Moreover, many digital PR teams and content marketers still use Domain Authority as a metric for evaluating guest post opportunities, brand collaborations, or media placements.

A site with a DA of 70 is generally considered more valuable than one with a DA of 20, even if both are relevant.

So while Domain Authority shouldn’t be the only metric you rely on, it continues to serve as a helpful indicator, primarily when used in context alongside other SEO tools and metrics.

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How Is Domain Authority Calculated?

Domain Authority is calculated using a complex machine learning algorithm developed by Moz, which considers a wide range of link-based factors.

The goal is to estimate how likely a website is to rank in search engine results compared to others in the same space.

The core components that influence Domain Authority include:

• Linking Root Domains: The number of unique websites linking back to your site. More diverse domains generally signal broader trust.
• Total Backlinks: The overall number of links pointing to your domain, including both follow and nofollow links.
• Link Quality: High-authority backlinks carry more weight than low-quality or spammy links. A single link from a respected site like the BBC or Forbes can outweigh dozens from small directories.
• Spam Score: If your backlink profile includes too many low-quality or irrelevant links, your DA can suffer. Moz tracks spam signals to help filter out manipulative tactics.
• Internal Linking Structure: The way your pages are connected internally can also play a minor role. A well-structured site can help distribute link equity more effectively.

Moz’s algorithm uses this data to score your domain on a logarithmic scale from 1 to 100. That means each step up the ladder becomes progressively harder to achieve.

Moving from DA 10 to 20 is much easier than going from 60 to 70.

It’s also important to understand that Domain Authority is relative, not absolute.

It doesn’t tell you how well your site will rank in isolation; it tells you how well it might rank compared to other domains.

That’s why your DA might drop even if you’re doing everything right—because others in your niche are gaining authority faster.

Lastly, DA scores are updated periodically. Moz refreshes its index and recalculates scores based on newly discovered backlinks and site changes.

So don’t be surprised if your DA fluctuates from time to time—it reflects a constantly shifting web landscape.

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What Is a Good Domain Authority Score?

A “good” Domain Authority score really depends on the industry you’re in and who you’re competing against.

Since DA is a comparative metric, the key is not to chase a perfect score, but to build a stronger profile than your direct competitors.

That said, here’s a general breakdown to help frame what different DA scores typically represent:

• 1–20: Common for new websites or those with little to no backlink profile. These sites are unlikely to rank for competitive keywords.
• 21–40: Still on the lower end but may rank for long-tail or local keywords, especially in less competitive niches.
• 41–60: Considered mid-range authority. These sites usually have a healthy backlink profile and decent visibility in search results.
• 61–80: Strong authority, typically established brands or publishers. Sites in this range often dominate SERPs for competitive terms.
• 81–100: The top tier—think significant media outlets, government websites, and Fortune 500 companies. These domains carry enormous link equity.

According to a 2023 study by Moz, the average DA for top-ranking pages in competitive industries like tech, finance, and health falls between 60 and 80. But in niche sectors, even a DA of 30 can be enough to secure high rankings.

Another point to remember: DA doesn’t always reflect the quality of individual pages.

You might see a low-DA site outrank a high-DA competitor simply because the page in question is more relevant, better optimized, or answers the searcher’s intent more effectively.

So instead of obsessing over the number itself, use it as a directional tool. If your competitors are in the 40–50 range, aiming for 60 makes sense.

If they’re in the 70s, you’ll need a more aggressive SEO and link-building strategy to catch up.

Domain Authority vs. Other SEO Metrics

While Domain Authority is one of the most popular metrics in SEO, it’s far from the only one.

Several SEO tools offer their own versions of authority scoring, each with a unique formula and focus.

Understanding the differences can help you make better decisions when analyzing your own or competitors’ websites.

1. Domain Authority (Moz)

   DA measures a website’s likelihood to rank, based on factors like link quality, quantity, and diversity.

   It’s calculated using Moz’s own Link Explorer index and updates periodically. It’s widely used for competitive benchmarking and assessing backlink potential.

2. Domain Rating (Ahrefs)

   Ahrefs’ Domain Rating (DR) also ranges from 0 to 100 and is based primarily on the quantity and quality of backlinks.

   Unlike Moz, Ahrefs puts more emphasis on followed links and the number of unique domains linking to you.

   While DR and DA often align closely, it’s possible for a site to have a high DR and a lower DA—or vice versa—depending on its backlink profile.

3. Authority Score (Semrush)

   Semrush offers an Authority Score that combines backlinks, organic traffic, and other SEO signals to estimate a domain’s overall strength.

   It’s more holistic than DA or DR because it also factors in how well a domain is performing in search, not just its backlinks.

4. Trust Flow and Citation Flow (Majestic)

   Majestic splits its authority metrics into Trust Flow (quality of links) and Citation Flow (quantity of links).

   Sites with a high Trust Flow but low Citation Flow usually have more authoritative backlinks, whereas the reverse can indicate spam or low-quality links.

Which Metric Should You Use?

There’s no single “best” metric—they all have value depending on your goals. Here’s a quick guide:

• Use DA for competitive analysis and outreach filtering.
• Use DR when doing backlink audits and link building.
• Use Authority Score to get a well-rounded look at both authority and performance.
• Use Trust/Citation Flow when digging into link quality at a deeper level.

The key takeaway is this: no metric tells the whole story. The most effective SEO professionals use multiple tools and metrics together to get a clearer, more accurate picture of a website’s true potential.

How to Check Your Domain Authority (Free and Paid Tools)

Checking your Domain Authority is easy—and in most cases, it doesn’t cost a thing.

Moz, the creator of DA, offers a variety of tools to help you monitor your score, but there are several other platforms that provide this metric (or something similar) as part of their SEO analysis toolkits.

Here are the most reliable ways to check your Domain Authority:

1. Moz Link Explorer (Free and Paid)

   Moz’s Link Explorer is the go-to tool for checking your Domain Authority. Just enter your domain, and it will show your DA score, linking root domains, number of backlinks, spam score, and more.

   You can use it for free a limited number of times per month, or get full access with a Moz Pro subscription.

2. MozBar (Free Chrome Extension)

   The MozBar Chrome extension is a handy tool for checking DA scores while browsing the web.

   It displays Domain Authority and Page Authority directly on the search engine results page (SERP) or on any website you visit.

   This is especially useful for competitive research and quick backlink evaluations.

3. Ubersuggest (Free with Limitations)

   Neil Patel’s Ubersuggest also shows Domain Authority (sourced from Moz) as part of its domain overview. It’s beginner-friendly and includes other SEO metrics like organic traffic estimates and top-performing pages.

   A free version is available, though it limits daily usage.

4. Semrush (Paid)

   While Semrush doesn’t use the Moz DA score, it does offer its own Authority Score, which functions similarly.

   It combines backlink data with organic traffic insights to give a broader picture of a domain’s strength. If you’re already using Semrush for keyword research or site audits, this is a valuable additional metric.

5. Ahrefs (Paid)

   Ahrefs focuses on Domain Rating (DR) rather than Moz’s DA, but many SEOs consider DR equally (if not more) useful for backlink analysis.

   It provides in-depth data on referring domains, link growth, anchor text, and more. Great for link-building campaigns and competitor analysis.

6. Small SEO Tools, PrepostSEO, and Other Aggregators

   Many free tools pull Domain Authority scores from Moz’s API and display them with other SEO stats.

   These tools are helpful for quick checks, though they might not offer the depth or accuracy of premium platforms.

Pro Tip: DA scores can fluctuate even without major changes to your site. This is often due to broader shifts in Moz’s index or changes in competitor performance. That’s why tracking your score over time is a good idea rather than reacting to every dip or spike.

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How to Increase Your Domain Authority ( A Step-by-Step Strategy)

Improving your Domain Authority isn’t something that happens overnight. It requires a combination of consistent SEO efforts, high-quality content, and ethical link-building strategies.

Remember, DA is influenced heavily by your backlink profile, but it also reflects your site’s overall technical health and relevance in search.

Below is a step-by-step framework you can use to gradually increase your DA score over time.

1. Earn High-Quality Backlinks from Authoritative Sites

   Backlinks remain the most important factor influencing Domain Authority. But not all links carry the same weight.

   A single backlink from a reputable site like TechCrunch or Harvard.edu can have a greater impact than dozens of low-quality directory links.

   Focus on:

   • Guest posting on niche-relevant blogs
   • Digital PR campaigns to get featured in news or industry stories
   • Creating link-worthy content like original research, statistics, or case studies
   • Getting mentioned in listicles or expert roundups

   Earning backlinks from high-authority sources not only improves DA but can also drive referral traffic and brand credibility.

2. Remove or Disavow Toxic Links

   Not all backlinks are good. If your site has accumulated links from spammy, irrelevant, or low-quality websites, it could negatively affect your Domain Authority—or worse, your search engine rankings.

   Steps to take:

   • Use tools like Ahrefs, Moz, or Google Search Console to identify suspicious backlinks.
   • Reach out to webmasters requesting link removal (though this often gets ignored).
   • Use Google’s Disavow Tool cautiously to tell Google to ignore harmful links.

   Performing regular link audits and keeping your profile clean will protect your site’s reputation and support sustainable DA growth.

3. Optimize On-Page SEO Elements

   On-page SEO still plays a critical role in how search engines perceive your site’s value. Well-structured content helps retain visitors, improve engagement metrics, and reduce bounce rate—all of which support the credibility of your website.

   Focus on:

   • Title tags and meta descriptions with target keywords
   • Structured content with H1, H2, and H3 headings
   • Keyword-rich but naturally written copy
   • Descriptive image alt text
   • Internal linking to relevant pages

   Make sure your pages load quickly, are mobile-responsive, and meet user intent. Google rewards clean, user-first content that is easy to navigate.

4. Improve Technical SEO and Site Health

   Google doesn’t just look at backlinks—it also evaluates how your site is built. A technically sound website is easier for search engines to crawl and index, which supports overall authority.

   Key technical areas to address:

   • Site speed (use tools like PageSpeed Insights or GTmetrix)
   • Mobile usability
   • Secure HTTPS connection
   • Proper XML sitemap and robots.txt
   • Fixing broken links and crawl errors

5. Improve Internal Linking Strategy

   Internal links help distribute page authority across your site and guide users to relevant content. A strong internal linking structure also makes it easier for search engines to crawl deeper into your site, which improves indexation and visibility.

   Tips for better internal linking:

   • Link to older, evergreen content from new blog posts
   • Use descriptive anchor text (avoid “click here”)
   • Keep important pages close to the homepage in terms of click depth
   • Update older posts to link to newer, relevant ones

   Think of your site as a network—each strong internal connection supports the others.

6. Create High-Quality, Link-Worthy Content Consistently

   Publishing great content is one of the most sustainable ways to earn backlinks and boost your authority.

   Google has become extremely effective at rewarding content that genuinely helps users.

   Consider focusing on:

   • In-depth guides and tutorials
   • Original research and surveys
   • Infographics or data visualizations
   • Case studies with real results
   • Opinion pieces or thought leadership articles

   The better your content, the more likely others are to cite or share it.

7. Promote Your Content (Don’t Just Publish It)

   Content without promotion is like a billboard in the desert. Once you hit publish, your next job is to get that content in front of the right audience, especially those who can link back to it.

   Effective promotional tactics:

   • Email outreach to relevant bloggers or journalists
   • Sharing in relevant communities (Reddit, Quora, LinkedIn Groups)
   • Repurposing into other formats (videos, slide decks)
   • Social media promotion and paid distribution

   The more eyeballs you get, the greater your chances of earning natural backlinks and growing authority.

8. Be Patient, Consistent, and Strategic

   DA is not a quick-win metric. It can take months or even years to grow significantly, especially as the score becomes harder to improve the higher it gets. But with steady execution of ethical, user-first SEO strategies, you’ll start to see your Domain Authority rise.

   And with it, your visibility, organic traffic, and trustworthiness will rise too.

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The Role of Backlink Quality and Linking Root Domains

Backlinks are the backbone of Domain Authority—but it’s not just about how many links you have. The quality and diversity of those links matter far more than sheer quantity.

Moz’s Domain Authority algorithm puts significant weight on the number of linking root domains, which refers to how many unique websites link to yours.

For example, 100 links from 1 website don’t carry the same value as 10 links from 10 different websites.

The broader your linking domain base, the more natural and trustworthy your backlink profile appears.

Why Link Quality Matters

High-authority backlinks pass more “link equity,” often called “link juice.” These are typically links from trusted, established websites that Google already sees as credible sources. Think of sites like:

• Government (.gov) and educational (.edu) domains
• Reputable news sites (BBC, Forbes, TechCrunch)
• Leading industry blogs and publishers

In contrast, links from spammy directories, thin affiliate sites, or irrelevant foreign domains may do more harm than good.

Moz also factors in Spam Score when calculating DA, which helps filter out manipulative link-building tactics.

The Impact of Relevance

Backlink quality isn’t just about DA or DR of the linking site—it’s also about topical relevance. A backlink from a niche-relevant source carries more SEO weight than one from an unrelated domain.

For instance, a backlink from a travel blog to a legal services website is unlikely to significantly increase traffic.

Diversity is Key

Another major signal is link diversity. A healthy backlink profile includes a mix of:

• Do-follow and no-follow links
• Branded and keyword-based anchor texts
• Blog mentions, homepage links, and deep links to inner pages
• Natural acquisition patterns (no sudden spikes)

Search engines can spot unnatural link patterns, and an over-optimized profile might trigger algorithmic penalties or even manual actions from Google.

The key takeaway is that you must focus on earning links that are natural, relevant, and from diverse domains.

This not only increases your Domain Authority over time but also supports long-term search visibility and brand credibility.

Common Myths and Misconceptions About Domain Authority

Domain Authority is one of the most talked-about metrics in SEO, but it’s also one of the most misunderstood.

Because it’s not a direct Google ranking factor, many people either overvalue it or dismiss it entirely. To use DA effectively, it’s important to separate fact from fiction.

1. DA is a Google Ranking Factor

   This is perhaps the most common misconception. Google does not use Domain Authority in its ranking algorithm.

   DA is a third-party metric developed by Moz to estimate a website’s ability to rank based on link data. While it correlates strongly with rankings, it is not a signal that Google considers when determining position in the SERPs.

2. High DA Guarantees High Rankings

   Having a high Domain Authority doesn’t mean you’ll automatically rank at the top.

   Google considers hundreds of signals—including content relevance, page speed, user intent, and freshness.

   DA might get your foot in the door, but it won’t carry the entire load. A lower-DA site with better content and intent alignment can easily outrank a high-DA competitor.

3. DA is the Only Metric That Matters

   While DA is useful, it should never be the sole measure of a website’s SEO health. Metrics like organic traffic, keyword rankings, conversion rates, and content engagement are equally important.

   DA doesn’t account for how users interact with your site, how relevant your content is, or whether your site satisfies search intent.

4. Domain Authority Is a Fixed Score

   DA is dynamic and regularly recalculated based on changes in Moz’s link index and algorithm. That means your score can fluctuate even if you haven’t changed anything on your site.

   This doesn’t necessarily mean something is wrong—it could be due to competitors gaining backlinks, Moz updating its algorithm, or newly discovered links being factored into the index.

5. DA is the Same as PageRank

   Google’s PageRank used to be the gold standard for measuring authority but has long been retired from public view.

   While PageRank and Domain Authority are based on backlinks, they are not the same. Google still uses its internal authority metrics, which are far more complex and not publicly disclosed.

   Understanding these myths helps put Domain Authority in its proper place: a valuable benchmarking tool, not a definitive indicator of SEO success.

How to Use Domain Authority in Your SEO Strategy

While Domain Authority shouldn’t be your only SEO metric, it can be incredibly useful when applied strategically.

When you know how to interpret and use your DA score the right way, it becomes a powerful tool for competitive analysis, content planning, and link-building prioritization.

1. Track Changes to Your DA Score Over Time

   Use DA as a trend indicator, not a performance benchmark. If your score steadily rises over weeks or months, it usually means your SEO efforts—like acquiring backlinks or improving site health—are working.

   A sudden drop, on the other hand, might signal an issue with your backlink profile or changes in Moz’s algorithm.

   Keep in mind that your competitors’ DA is also influenced. Even if your site improves, your DA might decrease if others in your niche gain authority faster.

2. Compare Your DA Score to Competitors

   One of the most practical uses of DA is competitive benchmarking. Before trying to rank for a keyword, check the DA of the websites already ranking in the top 10.

   If they all have DA scores of 70+, and yours is 30, it might be wise to go after lower-difficulty opportunities first.

   This comparison helps you:

   • Set realistic keyword-targeting goals
   • Understand how much link equity you need to compete
   • Identify industry gaps and niche opportunities

3. Prioritize Link-Building Opportunities

   DA can help you decide where to focus your outreach efforts. When building backlinks, prioritize websites with higher DA scores and strong reputations.

   A backlink from a DA 60 site generally carries more value than one from a DA 20 site, especially if it’s also topically relevant.

   Tools like MozBar or Ahrefs can quickly show a domain’s authority while prospecting, saving time and improving targeting.

4. Evaluate the SEO Value of Guest Posts and Partnerships

   If you’re doing guest blogging, digital PR, or link exchanges, check the DA of the sites you’re working with.

   Aim for partnerships with websites that have similar or higher authority than yours. This improves the impact of each link and increases your own authority by association.

5. Use DA to Audit Backlink Sources

   During backlink audits, use DA to flag potentially harmful or low-value links. While a low DA doesn’t always mean a link is bad, a pattern of links from very low-authority or unrelated sites might suggest spam or manipulation.

   Use this insight to clean up your link profile and protect your rankings.

   In short, think of Domain Authority as a directional compass. It won’t tell you everything, but it will help guide smarter decisions and reveal where you stand in the bigger SEO landscape.

Mistakes to Avoid When Chasing a High Domain Authority

Boosting your Domain Authority is a smart goal, but the process can backfire if you’re not careful.

Many websites unknowingly sabotage their SEO efforts by chasing authority with the wrong tactics.

Instead of focusing solely on increasing a score, the real goal should be sustainable growth, trust, and relevance.

Here are some of the most common mistakes to avoid:

1. Don’t Buy Backlinks

   Buying backlinks might seem like a shortcut to higher DA, but it often leads to penalties, spam flags, and a damaged reputation.

   Google’s guidelines explicitly prohibit this practice, and if you’re caught, you could lose rankings or be removed from the index entirely.

   Most purchased links are from low-quality or irrelevant sites that do more harm than good in the long run.

2. Don’t Over-Optimize Anchor Text

   Using the exact same keyword-rich anchor text for every backlink is a red flag to search engines. It looks unnatural and is a common characteristic of manipulative link-building.

   Instead, use a mix of branded, generic, and natural anchor texts to maintain a diverse and trustworthy profile.

3. Don’t Neglect Technical SEO

   You could have the strongest backlink profile in your industry, but if your website has crawl errors, broken pages, or poor mobile usability, your rankings—and Domain Authority—can stagnate.

   Technical SEO is the foundation that supports your site’s performance. Regular audits are essential to catch issues like slow page speeds, duplicate content, or indexing problems.

4. Don’t Sacrifice Content Quality for Links

   Some websites prioritize getting backlinks over creating content worth linking to. This backward approach leads to thin, low-value pages that might bring in links but offer little value to users.

   Google’s helpful content updates now reward sites that focus on user-first content. High-quality content naturally earns links and trust.

5. Don’t Forget to Monitor Your Progress

   Many site owners try a few link-building tactics and then forget to track their results. SEO is an ongoing effort, and Domain Authority doesn’t improve without consistency.

   Monitor your DA regularly, track the sources of new backlinks, and evaluate which tactics are truly moving the needle.

   Tools like Moz Pro, Ahrefs, and Google Search Console can help keep everything visible.

   Chasing a higher DA should never come at the cost of user experience, ethics, or long-term sustainability.

   Focus on building real value—through helpful content, technical integrity, and quality relationships—and your authority will grow organically over time.

Final Thoughts: Focus on Value, Not Just the Metric

Domain Authority is a powerful metric, but it’s not the goal in itself. It’s a reflection of your site’s overall trust, authority, and backlink profile.

Chasing a high DA makes sense, but only when paired with a clear, value-driven SEO strategy.

Improving your DA takes time, consistency, and a deep understanding of what makes a website valuable in the eyes of both users and search engines.

Instead of focusing only on the number, focus on what that number represents: strong content, healthy technical performance, and trusted relationships with other sites.

If you treat Domain Authority as a byproduct of doing great SEO, not a shortcut to better rankings, you’ll build a stronger, more sustainable presence in the SERPs.

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