increasing domain authority: the ultimate guide to elevating your website’s ranking potential

By: Danika Olsen

In the rapidly evolving landscape of online visibility and search engine optimization (SEO), Domain Authority (DA) has stood as a pivotal metric that has become an industry standard when evaluating how websites are assessed for their potential to rank on search engine result pages (SERPs).

Though seemingly straightforward, Domain Authority is actually rather complex, placing a numerical value on a sophisticated amalgamation of ranking factors. It is an invaluable tool for businesses and marketers striving to comprehend the nuances of their SEO strategies, decode their competitive landscape, and enhance their online success.

But what is Domain Authority really? Why is it such an important SEO metric? And how do you increase your score? We cover that and many other vital questions below.

What is Domain Authority?

drawing of a woman on her laptop answering emails and evaluating links

Domain Authority is a metric developed by Moz, a leader in the SEO tools landscape. DA is a holistic measure of a website’s potential to rank in SERPs, based on a numerical scale of 1 to 100, with a higher score indicating a greater ability to rank.

In simplified terms, DA is a handy metric for businesses and marketers looking to gauge the success of their SEO efforts, better understand their competitive landscape, and improve their online visibility. 

Here are some common ways site owners and SEO experts use DA to inform their progress and campaigns.

  • Scoring System: DA provides a relative measure of a website’s ranking potential. The closer your score is to 100, the higher your website’s perceived authority and ranking potential. For instance, websites like Google or Facebook have an extremely high DA.
  • Comprehensive Metric: Instead of focusing on one single factor like backlinks or content quality, DA takes into account a myriad of factors, including linking root domains, number of total links, and more, compiling them into a single DA score.
  • Comparative Tool: DA is especially useful when comparing one website against another or tracking the “ranking strength” of a website over time. For businesses and marketers, this can help to identify competitors’ strengths or track the results of their SEO efforts.

While DA is beneficial for the above reasons, there are some caveats. First, DA is not a direct ranking factor for search engines like Google. While DA can predict the likelihood of ranking, it is not a factor that search engines use directly. Instead, it’s more of a barometer, giving a broad overview of potential ranking prowess.

Furthermore, while offering a sense of a site’s SEO prowess, it’s essential to note that DA is not static. Instead, DA is subject to regular fluctuations as the digital environment shifts.

What is a Good Domain Authority Score?

As previously mentioned, Moz’s Domain Authority score ranks websites on a numerical scale of 1-100. Numbers on the higher end of the scale indicate that a site is more likely to rank highly in the SERPs. 

However, understanding what a “good” Domain Authority is involves more than just looking at a single score. Domain Authority is relative and should be viewed within the context of your goals, your niche, and your competitive landscape.

The Logarithmic Nature of DA

Domain Authority is logarithmic in scale, meaning that progress is non-linear, and it is far easier for you to grow your DA from 20-30 than it is to grow from 70-80. 

Think of it like climbing a mountain. The initial stages might have a gentle incline, and you can cover a lot of ground with minimal effort. As you approach the summit, however, the terrain gets steeper, the air thinner, and every step forward demands more effort and energy. Similarly, as websites approach the higher end of the DA scale, they’re competing with well-established, authoritative sites, making progress more challenging.

Industry and Niche Specifics

A good DA score varies depending on the industry you are in. For instance, a small local flower shop in Boise might have a DA of 25 and still be highly competitive and rank well for its targeted keywords, while a global news site might have a DA of 90+ because of its vast reach and the sheer number of backlinks. 

Relative to Competitors

Rather than aiming for a specific DA number, it’s more pragmatic to compare your DA to that of your direct competitors. If your website’s DA is higher or comparable to your primary competitors, it’s generally a good sign. If your site has a much lower DA, you might need to invest more in your SEO efforts.

Remember The Big Picture

While everyone wants a high DA score, viewing this metric in context is essential. A “good” DA score is relative and depends on your industry, competitors, and other external factors. Be sure to focus on the organic growth of your website, producing quality content, and acquiring authoritative, genuine backlinks to ensure steady and healthy progress in your DA over time. 

How is Domain Authority Calculated?

There are over 40 factors that are considered when determining your Domain Authority. Here is a quick look at some of the most heavily rated determinants.

Backlink Profile

The most significant factor influencing DA is your website’s link profile. This includes:

  • Total Number of Links: The aggregate of internal and external links pointing to your site.
  • Quality of Links: Having backlinks from authoritative and relevant sites is more valuable than links from lesser-known or spammy sources. 
  • Linking Root Domains: This refers to the number of unique domains pointing to your site. For instance, if you have 50 links from one domain, this will count as one linking root domain. 

MozRank (mR)

MozRank gauges the strength and popularity of a website’s links. It looks at the quantity and quality of links pointing to your site. The score ranges from 0-10, with an average of around 3. 

MozTrust (mT)

While MozRank focuses on link strength, MozTrust measures the trustworthiness of your website’s links. It considers how closely your site is linked to trusted websites. For example, a link from an authoritative site like a university or government website would improve your MozTrust score.

Age, Popularity, and Size of Your Website

While these are lesser ranking factors, the age of the domain, its overall popularity, and the number of pages the site has can play a role in your overall DA score.

Spam Score

Moz’ Spam Score metric is another factor considered in DA calculations. Higher spam scores can negatively impact your Domain Authority. 

How Can You Check Your Domain Authority?

Checking your Domain Authority (DA) is a straightforward process, thanks to several tools and platforms available. Here’s a step-by-step guide:

Moz’s Link Explorer

Being the creator of the Domain Authority metric, Moz provides the most direct method to check it:

  1. Navigate to Moz’s Link Explorer.
  2. Enter your website’s URL in the search bar.
  3. Click on the ‘Search’ button.

You’ll then have a dashboard displaying your DA and other valuable metrics like Linking Domains, Inbound Links, and more.


MozBar is a browser extension offered by Moz for Chrome. To utilize it, follow the following steps:

  1. Install the MozBar extension from the Chrome Web Store.
  2. Once installed, activate the MozBar while browsing any webpage.

You will see an overlay at the top of your browser window, displaying metrics like Domain Authority (DA) and Page Authority (PA) for the current page.

Alternatives to Moz’s DA Score

Moz’s Domain Authority score is a popular metric in the SEO sphere, but it’s not the only tool of its kind. Several other SEO platforms and tools have developed their own domain strength metrics. Here are some of the most notable that you can explore:

  • Ahref’s Domain Rating (DR): Ahrefs, a renowned SEO tool suite, uses Domain Rating as a metric to evaluate the strength of a website’s backlink profile. Similar to DA, it is measured on a logarithmic scale but differs in that it ranges from 0-100.
  • SEMrush’s Authority Score: SEMrush’s Authority Score combines various metrics (including backlink data, website traffic, and others) to give a holistic view of a domain’s overall quality and SEO performance with scores ranging from 0-100.
  • Majestic’s Trust Flow (TF) and Citation Flow (CF): Though it is primarily used as a backlink analysis tool, Majestic offers two significant metrics: Trust Flow and Citation Flow. Trust Flow gauges the quality of links pointing to a site, while Citation Flow evaluates the quantity of links pointing to a site without necessarily considering their quality. Ideally, you want a balanced ratio between TF and CF. A much higher CF than TF might indicate many low-quality links.

How To Improve Your Domain Authority Score

While a high DA score is desirable, achieving it requires a multifaceted approach. This includes optimizing on-page content, ensuring a robust and clean backlink profile, and ensuring a good user experience. 

Build Trustworthy Backlinks

Boosting your Domain Authority is primarily anchored in acquiring trustworthy backlinks. Numerous strategies are tailored to help you acquire backlinks, but remember, the quality and relevance of the link source are paramount. Stay consistent with top-tier content, and you’ll be able to more easily obtain valuable, relevant backlinks, pushing your Domain Authority upward.

High Quality, Up-To-Date Content

The old adage, “Content is King,” exists for a reason. High-quality content is the cornerstone of improving your Domain Authority. By offering valuable and engaging material, you naturally attract more visitors, keeping them on your site longer and reducing bounce rates. This signals search engines that your site is trustworthy and authoritative. Additionally, stellar content encourages other reputable websites to link back to you, further bolstering your credibility. In essence, consistently great content establishes a virtuous cycle of trust and authority in the digital landscape.

Prioritize User Experience

Prioritizing user experience is another pivotal method to boost your Domain Authority. When visitors find your website intuitive, engaging, and responsive, they tend to stay longer and explore more, signaling to search engines that your site offers value. A positive user experience reduces bounce rates and fosters organic sharing, both crucial factors for search engine algorithms. Moreover, satisfied users often translate to repeat visits and recommendations, establishing trustworthiness. In the grand scheme, a stellar user experience naturally dovetails into higher Domain Authority by ticking all the right boxes for both users and search engines.

Optimizing On-Page Content

When content is structured correctly, with relevant keywords and meta tags, it speaks directly to search engine algorithms, enhancing visibility. This optimization ensures that users find exactly what they’re searching for, increasing site trustworthiness and reducing bounce rates. Furthermore, well-optimized content encourages organic backlinks from reputable sources, further cementing your site’s authority. In essence, meticulous on-page optimization serves as the bedrock for search engine recognition and user trust, which are vital for boosting Domain Authority.

Regularly Update Your Content

Fresh and updated content signals to search engines that your website is active, relevant, and committed to providing the latest information to its users. Revamped content often addresses the ever-evolving needs and queries of the audience, ensuring a continuous stream of repeat visitors. Furthermore, consistent updates can draw backlinks from other sites, which perceive your content as timely and authoritative. 

Engage in SEO Best Practices, and Your DA Will Improve

The path to a higher Domain Authority is paved with adherence to Google’s best practices. From producing fresh, quality content to ensuring an optimal user experience, every action in line with these standards brings you a step closer to enhancing your website’s authority. 

By genuinely serving your audience and optimizing every facet of your digital presence, you naturally align with the search engine’s criteria for a reputable and trustworthy site. So, focus on genuine value and consistent optimization – as you rise in Google’s esteem, a stronger DA will naturally follow.


How often is Domain Authority updated?

DA is updated frequently, sometimes daily, as backlink data constantly changes.

Is a higher DA always better?

Regarding your position in the SERPS, it’s essential to focus on your niche and compare your DA with competitors in your field. Sites with lower DAs frequently outrank competitors with higher DAs if they better answer searcher queries.

How long does it take to improve DA?

Improving DA is a long-term process. It requires consistent effort and can take months to see significant changes.

Can I buy a high DA?

No. While you might encounter services promising a high DA, true improvement comes from authentic SEO efforts and high-quality content.

Is Domain Authority the same as Page Authority?

No. While DA predicts a domain’s ranking potential, Page Authority predicts the ranking potential of a specific page.

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