Domain authority

Understanding domain authority

Domain Authority (DA) is a metric developed by Moz that predicts ranking potential. It's not used by Google directly, but it aggregates signals that correlate with search performance—backlink quantity and quality, linking domain diversity, and overall site strength.

Scores range from 1-100 on a logarithmic scale. Moving from 20 to 30 is easier than 70 to 80. New sites typically start below 20 and build authority gradually through quality content and earned links.

What influences domain authority

Quality backlinks from authoritative sites increase DA. A link from the BBC or .gov domain carries more weight than dozens from low-quality directories. Diversity matters too—links from many different domains signal broader recognition.

Internal linking structure, content quality, and technical SEO health all contribute indirectly. Well-structured sites with valuable content earn more links naturally, which increases measured authority.

How to use domain authority

DA works best for competitive analysis. If you're DA 25 targeting keywords dominated by DA 70+ sites, expect challenging rankings. Finding opportunities where competitors have similar or lower DA increases your chances significantly.

Track DA as a long-term trend, not a week-to-week metric. Fluctuations happen as Moz updates their algorithm or as competitor backlink profiles change. Focus on the direction over months, not individual point changes.

What domain authority isn't

DA is not a Google ranking factor—Google doesn't use this metric. Don't chase DA directly through link schemes or paid backlinks. These tactics risk penalties that damage actual Google rankings regardless of third-party scores.

Instead, focus on the fundamentals DA attempts to measure: creating valuable content, earning quality backlinks, building genuine authority in your niche. The score will follow naturally.