Domain Authority provides a tangible score that helps predict your website’s ability to rank in search engine results pages (SERPs). While not a direct ranking factor used by Google, it is an invaluable comparative metric that offers a clear snapshot of your site’s competitive strength.

This guide will walk you through everything you need to know about Domain Authority. We’ll explore what it is, how it’s calculated, the best tools to check it, and most importantly, actionable strategies you can implement to improve your score and build a more powerful online presence.

What is Domain Authority (DA)?

Domain Authority is a search engine ranking score developed by the SEO software company Moz that predicts how likely a website is to rank on SERPs. The score ranges from one to 100, with higher scores corresponding to a greater ability to rank. It gives website owners, marketers, and SEO professionals a way to gauge the overall strength and ranking potential of a domain or subdomain.

Deconstructing Domain Authority

It’s crucial to understand that Domain Authority is a third-party metric. Google does not use DA in its algorithms. Instead, Google relies on its own complex and proprietary systems to rank websites. However, Moz designed DA to correlate with the factors that Google and other search engines value. It’s built on a machine-learning model that analyzes numerous signals to produce a single, easy-to-understand score.

One of the key characteristics of the DA score is its logarithmic scale. This means it is significantly easier to grow your score from 10 to 20 than it is to grow from 70 to 80. As your score increases, each subsequent point becomes progressively harder to earn, reflecting the immense effort required to become a top-tier authority in any given niche.

Domain Authority vs. Page Authority (PA)

While often discussed together, Domain Authority and Page Authority (PA) measure two different things.

  • Domain Authority (DA): Predicts the ranking strength of an entire domain or subdomain. It provides a holistic view of the site’s overall authority.
  • Page Authority (PA): Predicts the ranking strength of a single, individual page.

You can think of it like a university’s reputation. The university’s overall prestige and ranking would be its Domain Authority. The reputation of a specific, highly-regarded program or professor within that university would be its Page Authority. A strong domain can have pages with varying levels of authority, and sometimes a single page can become so popular that its authority rivals that of the entire domain.

Why Domain Authority Matters for Your Website

If Google doesn’t use DA, why should you care about it? Because it serves as an excellent proxy for your site’s SEO health and competitive standing. It provides critical insights that can shape a more effective digital strategy.

Benchmarking Against Competitors

The primary use of Domain Authority is as a comparative metric. A DA score in isolation is just a number; its true value emerges when you compare it to the scores of your direct competitors. This analysis helps you understand your position in the market. If your competitors have significantly higher DAs, you know you need to invest more in your SEO and link-building efforts to compete for top search rankings.

Informing Link Building Strategies

Backlinks are a cornerstone of SEO, and DA is heavily influenced by a website’s link profile. When seeking out backlink opportunities, checking the Domain Authority of potential partner sites is a standard practice. Earning a link from a website with a high DA passes more “authority” to your site than a link from a low-DA site. This allows you to prioritize your outreach efforts and focus on acquiring high-value links that will make the biggest impact.

Predicting SEO Performance

While DA doesn’t cause high rankings, it has a strong correlation with them. A website with a rising Domain Authority is generally improving its SEO profile, earning quality backlinks, and growing its visibility. Tracking your DA over time can serve as a high-level indicator of your SEO campaign’s performance. If your score is trending upward, it’s a good sign that your strategies are working.

Attracting Partnerships and Collaborations

A strong Domain Authority score can also make your website more attractive to potential partners. Brands looking for guest post opportunities, sponsorships, or affiliate partnerships often use DA as a vetting tool. A higher score signals that your website is credible and has a strong online presence, making it a more desirable partner for collaborations.

How is Domain Authority Calculated? The Core Factors

Moz’s exact formula for calculating Domain Authority is a closely guarded secret, constantly being refined through machine learning. However, the core components that influence the score are well-understood. The calculation primarily revolves around a site’s backlink profile, analyzing dozens of factors.

The Role of Backlinks: Quality and Quantity

Backlinks are the lifeblood of Domain Authority. They function as votes of confidence from one website to another. However, not all votes are created equal. The DA algorithm places a heavy emphasis on both the quality and quantity of these links.

Linking Root Domains

This is arguably the most significant factor. “Linking root domains” refers to the number of unique websites that link to your site. For instance, receiving 100 links from 100 different websites is far more valuable for your DA than receiving 100 links from a single website. A diverse profile of linking domains signals to search engines that a wide array of sources find your content valuable.

Total Number of Backlinks

The total number of incoming links to your website also plays a role. A large volume of links can indicate popularity. However, this factor is weighted against the quality of the sources. A sudden influx of thousands of low-quality links can actually harm your site’s perceived authority.

Quality of Linking Domains

This is where the principle of “quality over quantity” truly shines. A single backlink from a highly authoritative website (like a major news organization, a government agency, or a leading university) can be more impactful than thousands of links from low-quality, spammy directories. According to a study by Backlinko, the number of referring domains is one of the most important ranking factors for Google, reinforcing the importance of a diverse and high-quality link profile.

MozRank and MozTrust: The Authority Signals

To assess link quality, Moz developed two proprietary metrics that feed into the overall Domain Authority score.

  • MozRank: This metric functions similarly to Google’s original PageRank algorithm. It measures link popularity. A link from a popular page passes more MozRank than a link from an obscure one. The score is based on the quantity and quality of sites linking to a given page.
  • MozTrust: This metric goes a step further by measuring the trustworthiness of the websites linking to you. It operates on the principle of “you are who you associate with.” If you receive links from highly trusted institutions (like .edu or .gov domains), this signals that your website is also trustworthy. MozTrust flows through link chains; the closer your site is linked to a trusted “seed” site, the higher your MozTrust score will be.

Site Structure and User Experience

While factors like site structure and user experience are not direct inputs into the DA calculation, they are foundational to earning the signals that are. A website that is difficult to navigate, slow to load, or not mobile-friendly will struggle to retain visitors. Poor user engagement leads to fewer people sharing and linking to your content.

Conversely, a well-structured site with a seamless user experience encourages longer visit durations and lower bounce rates. This positive engagement makes it more likely that visitors will share your content, leading to the natural acquisition of high-quality backlinks over time. Creating a well-structured, user-friendly website is fundamental. Tools like the Elementor Website Builder for WordPress allow users to design intuitive layouts with clean navigation and fast performance, creating a strong foundation that can help attract the quality signals search engines and authority metrics favor.

A Step-by-Step Guide to Checking Your Domain Authority

Checking your website’s Domain Authority is a straightforward process, with several reliable tools available to provide the metric.

Using Free Domain Authority Checkers

For most users, a free tool is more than sufficient for quickly checking DA scores.

Moz Link Explorer

As the creator of the metric, Moz’s Link Explorer is the most direct and authoritative source for checking DA.

  1. Navigate to the Moz Link Explorer tool.
  2. Enter the domain URL you want to check into the search bar.
  3. Click “Analyze.”
  4. Review the results. The tool will display the Domain Authority score, along with other key metrics like Linking Domains, Inbound Links, and Ranking Keywords.

The free version of Moz allows for a limited number of queries per month. For more extensive research, you would need a Moz Pro subscription.

Other Reputable Tools (Neutral Descriptions)

While DA is a Moz metric, other major SEO platforms have developed their own authority scores that function similarly. They are useful for getting a broader perspective on a site’s authority.

  • Ahrefs (Domain Rating – DR): Ahrefs offers a metric called Domain Rating (DR), which also operates on a 100-point logarithmic scale and is based on the size and quality of a website’s backlink profile. Their Site Explorer tool provides this metric.
  • Semrush (Authority Score – AS): Semrush provides an Authority Score (AS) that evaluates a domain’s overall quality and SEO performance. This can be found within their Domain Overview tool.
  • Ubersuggest: This tool, developed by Neil Patel, also provides a Domain Authority score, along with other SEO metrics like organic keywords, backlink data, and monthly traffic estimates.

How to Interpret the Results

Getting the number is easy; understanding what it means requires context.

Understanding the Score

Remember that the 1-100 scale is logarithmic. This means that as you move up the scale, the competition becomes exponentially fiercer. The difference between a DA of 70 and 80 is far greater than the difference between a DA of 10 and 20.

The Importance of Context

A Domain Authority score should never be viewed in a vacuum. Its primary value is for comparison. A “good” score is entirely relative to your niche. A local coffee shop with a DA of 25 might be dominating its local competitors, while a national e-commerce brand with a DA of 55 might be trailing far behind its rivals. Always check the DA of your top 5-10 direct competitors to establish a realistic benchmark.

Tracking DA Over Time

Domain Authority is not a static number. It fluctuates as Moz updates its index and as your and your competitors’ link profiles change. It’s wise to check your DA score on a monthly or quarterly basis to monitor your progress. Don’t panic over minor fluctuations of one or two points. Focus on the long-term trend. Consistent upward movement indicates a healthy and growing SEO profile.

What is a “Good” Domain Authority Score?

This is one of the most common questions, and the answer is always the same: it’s relative.

It’s All Relative: The Competitor Benchmark

The single most important factor in determining a “good” DA score is the authority of your direct competitors. Your goal should be to match and then surpass their scores. If your main competitors all have DAs between 40 and 50, then a score of 55 is excellent. If they are all in the 70-80 range, then a score of 55, while objectively strong, is not competitive.

Here is a hypothetical table to illustrate this concept:

Niche ExampleAverage Competitor DA“Good” DA Target
Local Plumbing Service15-2530+
National SaaS Company50-7075+
Niche Hobby Blog20-3540+
Global News Outlet85-9590+

General DA Score Tiers (with caveats)

While context is king, we can establish some very broad tiers to help you place your score. Remember to take these with a grain of salt, as niche competitiveness can drastically alter these ranges.

  • DA below 30: This range is typical for new websites or small businesses with a limited backlink profile and online presence.
  • DA between 30 and 50: These are generally established websites that have been around for a while and have built a decent number of quality links. Many successful small to medium-sized businesses fall into this range.
  • DA between 50 and 70: These are typically strong, authoritative websites with a robust and diverse backlink profile. They are often well-known brands or leading publications within their niche.
  • DA above 70: This tier is reserved for the top authorities on the web. These are household names, major global corporations, and large media outlets with incredibly powerful link profiles.

How to Improve Your Website’s Domain Authority

Improving your DA score is not a direct task but rather the result of a comprehensive and consistent SEO strategy. The focus should be on building a healthy, authoritative website that naturally earns the signals that DA measures.

Pillar 1: Build a High-Quality Link Profile

Since DA is primarily a reflection of your backlink profile, this is the most direct way to influence your score.

Earning Links Through Exceptional Content

The most sustainable link-building strategy is to create content so valuable that other websites naturally want to link to it. This is known as “earning” links. Focus on creating:

  • Original Research & Data: Conduct surveys or studies and publish the findings. Journalists and bloggers love to cite original data.
  • Comprehensive Guides: Create the definitive resource on a topic in your industry.
  • Free Tools & Templates: Develop a simple calculator, checklist, or template that solves a common problem for your audience.
  • Compelling Infographics: Visualize complex information in an easy-to-digest format that is highly shareable.

Strategic Guest Blogging

Guest blogging involves writing and publishing an article on another website in your industry. The goal is to provide genuine value to that site’s audience and, in return, receive a backlink to your site. Focus on writing for reputable sites that are relevant to your niche.

Resource Link Building

This tactic involves creating a high-value resource page (e.g., “The Ultimate Guide to Indoor Gardening”) and then reaching out to websites that already link to similar, but perhaps outdated, resources. You can politely suggest they add a link to your superior guide.

Broken Link Building

This is a classic technique where you find a broken (404) link on a relevant website. You then contact the site owner, inform them of the broken link, and suggest your own content as a suitable replacement.

Pillar 2: Conduct Regular Link Audits

Maintaining a clean backlink profile is just as important as building a new one.

Identifying and Removing Toxic Backlinks

Toxic backlinks come from spammy websites, link farms, or sites with a history of violating search engine guidelines. These links can harm your site’s authority. Use tools like Semrush’s Backlink Audit or Ahrefs’ Site Explorer to identify potentially harmful links. If you can, contact the webmaster of the linking site and request removal.

Using Google’s Disavow Tool

For toxic links that you cannot get removed manually, Google provides a Disavow Tool. This allows you to tell Google to ignore specific links when assessing your site. This tool should be used with extreme caution and only after manual removal efforts have failed, as improper use can harm your SEO.

Pillar 3: Optimize Your On-Page SEO and Technical Foundation

A technically sound website with well-optimized content is more likely to be crawled, indexed, and ranked by search engines, and it provides a better experience for users—all of which helps in attracting natural links.

Creating a Flawless Site Architecture

A logical site structure makes it easy for both users and search engines to find content on your site. Use clear URL structures, implement breadcrumb navigation, and develop a smart internal linking strategy. Internal links help distribute authority (Page Authority) from your high-value pages to other important pages on your site.

Ensuring Mobile-Friendliness and Page Speed

With Google’s mobile-first indexing, having a fast, responsive mobile website is non-negotiable. A slow-loading site leads to high bounce rates and a poor user experience. According to Google, the probability of a user bouncing increases by 32% as page load time goes from 1 second to 3 seconds. Building a technically sound website is easier than ever. With Elementor, for instance, you can control your site’s structure visually, from headers and footers to page layouts. Its features are designed to produce clean code and fast-loading pages, which are crucial for a positive user experience and strong on-page SEO signals.

Pillar 4: Be Patient and Consistent

Improving Domain Authority is a marathon, not a sprint. It takes time for new backlinks to be discovered, indexed, and factored into your score. SEO is a long-term investment. Consistent effort in creating great content and earning quality links over months and years will gradually and sustainably increase your Domain Authority.

Common Misconceptions About Domain Authority

To use DA effectively, it’s important to separate fact from fiction. Several common myths can lead to misguided SEO strategies.

Myth #1: “Google Uses Domain Authority to Rank Websites.”

This is the most pervasive myth. To be clear: Google does not use Domain Authority. DA is a metric created by Moz to model Google’s ranking algorithm. A high DA often correlates with high rankings because both are influenced by similar factors (like a quality backlink profile), but it is not the cause of high rankings.

Myth #2: “I Should Only Focus on Getting High-DA Links.”

While links from high-DA sites are incredibly valuable, relevance is just as important. A link from a lower-DA site that is highly relevant to your specific niche can send strong topical signals to search engines. A natural, healthy backlink profile consists of links from a variety of sources with different authority levels. Don’t ignore a relevant link opportunity just because the site’s DA isn’t above a certain threshold.

Myth #3: “A Sudden Drop in DA Means My Site is Penalized.”

Not necessarily. Domain Authority scores can fluctuate for several reasons. Moz might update its index, which can cause widespread score changes. A high-authority site linking to you might have gone offline. A large competitor might have acquired a massive number of new links, shifting the curve for everyone in that DA range. Investigate large, sustained drops, but don’t panic over minor, short-term fluctuations.

Conclusion

Domain Authority is not the be-all and end-all of SEO, but it is an incredibly useful tool in your digital marketing arsenal. It provides a standardized metric for benchmarking your site against the competition, guiding your link-building strategy, and tracking your SEO progress over time.

The path to a higher Domain Authority is paved with consistent, high-quality SEO practices. By focusing on creating exceptional content that earns authoritative backlinks, maintaining a technically sound website, and being patient with your efforts, you will build more than just a score. You will build a stronger, more credible, and more visible brand. By understanding, checking, and consistently working to improve your Domain Authority, you’re not just chasing a number; you’re building a more resilient and authoritative website for the long term.