If you’ve been conducting SEO for your business for any period of time, you will likely have come across the phrase domain authority or DA. If the meaning behind Domain Authority remains a mystery, read on as we answer all of your commonly asked questions.

What exactly is domain authority and where does it come from?

Domain authority is a term coined by Moz. It’s a score which ranges from 0 to 100. The higher the score, the more likely a website is to rank in the search engine results pages (SERPS).

How is domain authority determined?

Much like Google, Moz doesn’t reveal the full breadth of the factors it takes into account when calculating a web site’s DA. It does say that the score is made up of:

  • An evaluation of linking root domains
  • MozRank (a Moz-developed version of the old Google PageRank, MozRank is a quantifier of link popularity)
  • MozTrust (a global link trust score which considers how trustworthy the linking website is)
  • Number of total links

More than 40 metrics are used in total to calculate a site’s DA score. Moz says, “The actual Domain Authority calculation itself uses a machine learning model to predictively find a “best fit” algorithm that most closely correlates Mozscape data with rankings across thousands of actual search results that we use as standards to scale against.”

The resulting score can be used to compare the strength of one website against another or progression of your own website over a period of time. The score is calculated on a logarithmic scale, so it’s easier to improve a low score than it is to better a high one.

Where can you find the DA of your site?

To find the Domain Authority of your site, you’ll need to download the Moz Site Explorer tool bar (which is a free Chrome browser extension), use a backlink analysis tool such as Open Site Explorer or one of several other SEO tools.

Because your site’s rankability will change, your DA will fluctuate over time. If you check it often, you’ll notice peaks and troughs as different data points are factored into the algorithm.

How can you improve your DA score?

As noted, it’s easier to improve a low score such as a 10 or 20 and obtain a 30 or 40 than it is to grow from 80 to 90. That said, because Domain Authority is intended to show how likely your site is to rank in Google, conducting white-hat SEO and search engine marketing activity is the best way to improve your DA.

Want to find out more?

If your DA appears to be in a tailspin or your site isn’t ranking well, why not contact our SEO experts to find out more about our conversions guaranteed service?