Domain Authority

Moz's third-party 1–100 comparative metric for estimating a domain's relative search strength. It is not a Google metric or ranking factor.

Quick answer: Domain Authority (DA) is a third-party Moz score from 1 to 100 that estimates a domain's relative ranking strength. It can be useful for comparison, but it is not a Google ranking factor and should not be treated as a target on its own.

What Is Domain Authority?

Domain authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank in search results. The score ranges from 1 to 100, with higher scores indicating greater ability to rank. Moz calculates domain authority using multiple factors including linking root domains, total backlinks, and other SEO signals.

A higher DA score means Moz's model assesses the domain as stronger relative to others in its index. It does not mean a DA 70 site will automatically outrank a DA 40 site for a particular query

Domain Authority is a Moz score from 1–100 designed for comparative analysis. It can be useful for benchmarking link profiles, but it is not an official Google measure and cannot predict a specific ranking on its own.

How Domain Authority Is Calculated

Moz calculates DA using its own machine-learning model and link-index data. The exact model is Moz's, not Google's ranking system.

• Linking root domains: Number of unique websites linking to your domain
• Total backlinks: Overall quantity of links pointing to your site
• Link quality: Authority and relevance of sites linking to you
• MozRank: Link popularity based on quantity and quality of links
• MozTrust: Trustworthiness based on proximity to trusted sites

The score uses a logarithmic scale, meaning it's much easier to improve from 20 to 30 than from 70 to 80. Established authority sites with extensive backlink profiles naturally achieve higher scores.

Why Domain Authority Matters

Whilst domain authority isn't a direct Google ranking factor, it serves several important purposes for SEO professionals:

• Competitive analysis: Compare your site's strength against competitors
• Progress tracking: Monitor improvements in your site's overall SEO health
• Link building evaluation: Assess whether backlink strategies are working
• Partnership decisions: Evaluate potential link exchange or collaboration partners
• Ranking potential: Estimate likelihood of ranking for competitive keywords

SEO professionals use DA as a shorthand for overall site quality and ranking potential, though it should never be the sole metric for decision-making.

Key Takeaway

Domain authority provides a useful benchmark for measuring website strength and ranking potential. Whilst not an official Google metric, DA correlates strongly with search performance because it measures many factors that genuinely influence rankings. Focus on building quality backlinks, creating valuable content, and improving technical SEO rather than obsessing over your DA score itself. The score will naturally increase as you implement effective SEO strategies. Use DA primarily for competitive comparison and tracking progress over time rather than as an absolute measure of success.

What Is a Good Domain Authority Score?

Understanding DA scores requires context about your industry and competition:

• 1-20: New websites or sites with very few backlinks
• 20-40: Developing sites with growing link profiles
• 40-60: Established sites with solid backlink foundations
• 60-80: Strong authority sites with extensive quality backlinks
• 80-100: Major brands and industry-leading websites

Your target score should align with competitors in your niche. If competitors have DA scores around 45, achieving 50+ gives you a competitive advantage. Don't compare yourself to massive sites like BBC or Wikipedia with scores above 90.

How to Improve Domain Authority

Increasing your score requires consistent, long-term SEO efforts:

• Build quality backlinks: Earn links from reputable, relevant websites
• Create linkable content: Produce valuable resources that naturally attract links
• Review artificial links you control and remove manipulative ones where appropriate. Do not routinely disavow random low-quality backlinks simply to improve a third-party authority score.
• Improve internal linking: Strengthen site structure and page authority distribution
• Fix technical issues: Resolve crawl errors, broken links, and site speed problems
• Publish consistently: Regular, high-quality content attracts links and builds authority
• Build relationships: Network with industry sites for natural link opportunities

Remember that DA updates monthly and fluctuates as the entire web's link graph changes. Your score might drop even when you're improving if competitors are improving faster.

Domain Authority vs Page Authority

Moz provides two related metrics that measure different aspects of ranking potential. Domain authority predicts how well your entire website will rank overall. Page Authority (PA) measures the ranking strength of individual pages on your site.

High domain authority helps all pages on your site, whilst individual pages can have varying PA scores. A new page on a high-DA site starts with better ranking potential than the same page on a low-DA site. Both metrics use similar calculation methods and the 1-100 scale.

Common Domain Authority Misconceptions

Clear up these frequent misunderstandings about DA:

• It's not a Google metric: Google doesn't use or recognise DA in their algorithm
• It's comparative, not absolute: Scores only mean something relative to competitors
• It fluctuates regularly: Monthly updates can cause score changes without site changes
• Higher isn't always better: A niche site with DA 35 might rank better than DA 50 for specific topics
• It can't be directly optimised: You improve the underlying factors, not the score itself

Checking Your Domain Authority

Several tools let you check DA scores:

• Moz Link Explorer: Official tool for checking scores (limited free searches)
• MozBar: Browser extension showing DA on any website you visit
• Bulk DA checkers: Various free tools for checking multiple domains
• SEO tools: Ahrefs, SEMrush, and similar platforms display DA alongside their own metrics

Check competitor scores regularly to understand your relative position and identify link building opportunities from sites with higher authority than yours.

How to Use Domain Authority Properly

Domain Authority is most useful as a relative comparison, not as a standalone goal. A DA of 30 may be strong in one niche and weak in another, so compare your website with genuinely competing sites rather than chasing an arbitrary score.

If your DA increases but your important pages do not gain relevant impressions, rankings or enquiries, the score itself has not delivered the business outcome. Measure it alongside organic visibility, quality links, indexed pages and the performance of the pages that matter commercially.

What can improve domain-level authority signals?

• earning relevant, legitimate backlinks from useful websites;
• publishing strong pages that attract links and mentions naturally;
• improving internal linking so important pages are well connected;
• removing or fixing technical issues that stop valuable pages being crawled and indexed.

It is also worth distinguishing DA from Domain Rating. They are different third-party metrics produced by different SEO tool providers.

Related SEO Terms

• Page Authority — Moz metric predicting individual page ranking strength
• Backlinks — Links from other sites that influence authority scores
• Link Building — Strategy for acquiring quality backlinks
• Domain Rating — Ahrefs' alternative metric measuring site strength
• Trust Flow — Majestic's metric measuring link trustworthiness

Need Help Building Domain Authority?

Our SEO experts can develop and execute link building strategies that improve your domain authority and overall search performance.