If you’ve ever asked yourself what is domain authority, you’re not alone. It’s a term frequently mentioned in SEO conversations, but often misunderstood. In simple terms, domain authority (DA) is a score developed by Moz that predicts how well a website may rank on search engine results pages (SERPs).
Imagine domain authority as a trust rating for your website. The higher the score, the more credible your site appears in the eyes of search engines. While it is not an official Google ranking factor, it’s widely used in the SEO industry as a benchmark to gauge competitiveness.
Related keywords: page authority, backlinks, SEO metrics, link building, search rankings.
What is Domain Authority?
Domain authority is a numerical scale ranging from 1 to 100. The higher the number, the stronger the site’s ability to rank. For example:
- A new blog may start with a DA of 1.
- Established sites like BBC News or The Guardian typically score above 90.
The calculation is based on factors such as:
- Backlink profile – both the quantity and quality of inbound links.
- Content quality – depth, originality, and relevance of site content.
- Technical SEO health – elements like site speed, mobile-friendliness, and secure browsing.
- User engagement – metrics such as bounce rate and dwell time.
For a more detailed explanation, Moz provides a full overview
Why Does Domain Authority Matter?
While domain authority is not a direct Google ranking factor, it does matter when analysing your competition.
Example: Competing in the Furniture Market
Suppose you run a small online furniture shop. Competing for the keyword “buy furniture online” pits you against giants like IKEA (DA 90+). Ranking for that keyword will be nearly impossible without substantial authority. Instead, targeting niche queries like “handmade wooden coffee tables UK” or “sustainable bedroom furniture London” offers a more achievable path.
By knowing your DA relative to competitors, you can set realistic SEO targets.
How to Improve Domain Authority
1. Build High-Quality Backlinks
Backlinks are the backbone of DA. But it’s not just about quantity; quality matters most. Getting a link from Forbes or HubSpot is far more valuable than dozens from low-quality blogs.
2. Optimise On-Page SEO
Ensure proper use of headings, meta descriptions, alt text, and natural keyword placement. Related keywords like page authority, link building strategies, and SEO metrics should be incorporated where appropriate.
3. Create Link-Worthy Content
Think beyond standard blogs. Produce in-depth resources, industry research, or how-to guides that others naturally reference. For example, publishing a study on consumer shopping trends in the UK could earn links from universities or journalists.
4. Ensure Technical SEO Health
A slow, poorly structured site damages your authority. Conduct regular audits using tools like Google PageSpeed Insights to identify speed issues, mobile responsiveness, and crawl errors.
5. Leverage Local Link Building
If you’re a local business, partner with local organisations, sponsor community events, or get listed in local directories. This not only boosts DA but strengthens local SEO.
Common Misconceptions About Domain Authority
- Myth 1: Google uses DA directly in rankings.
Reality: Google does not use Moz’s DA, but sites with higher DA usually have stronger backlink profiles, which do affect rankings.
- Myth 2: Increasing DA happens overnight.
Reality: Improving DA takes time. Building authority naturally requires consistent link building, content publishing, and technical maintenance.
- Myth 3: A low DA means you can’t rank.
Reality: You can still rank for long-tail or niche keywords, even with a DA below 20.
Conclusion
So, what is domain authority? It’s best understood as a comparative SEO metric that helps you gauge how competitive your website is in search. While DA is not a ranking factor itself, it’s closely tied to practices that do matter: backlinks, content quality, and site health.
Instead of chasing numbers, focus on creating value-driven content, building relationships for backlinks, and maintaining strong technical SEO. Over time, your DA will rise naturally — and with it, your visibility.
FAQs
Q1: What is a good domain authority score?
A score above 50 is generally considered strong, but “good” is relative to your niche. For a small local business, even 20–30 can be competitive.
Q2: How often does domain authority update?
Moz updates DA scores regularly, typically once a month.
Q3: Can I improve domain authority without backlinks?
While content and technical SEO help, backlinks are the strongest factor. Without them, DA growth will be slow.