Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search results. Scored 0-100, it’s calculated from factors including linking root domains and total links. DA is not a Google ranking factor, but it correlates with rankings. Use it as a comparative metric, not an absolute measure.
What is Domain Authority?
Domain Authority is a metric created by Moz that predicts a website’s ability to rank in search engine results. It’s one of several third-party authority metrics used in SEO.
Key characteristics:
- Scale of 0-100
- Higher = better ranking potential
- Based on link data
- Comparative metric (not absolute)
- Not used by Google
Authority Metrics Comparison
| Metric | Provider | Focus |
|---|---|---|
| Domain Authority (DA) | Moz | Link equity prediction |
| Domain Rating (DR) | Ahrefs | Backlink profile strength |
| Authority Score (AS) | Semrush | Domain visibility/authority |
| Trust Flow (TF) | Majestic | Link trustworthiness |
| Citation Flow (CF) | Majestic | Link quantity signal |
All are third-party metrics, not Google signals. Each tool crawls its own link index, so scores differ between platforms. Use one tool consistently for tracking, and compare competitors within the same tool.
How Domain Authority is Calculated
Moz’s DA Factors
DA is calculated using machine learning models based on:
Primary factors:
- Number of linking root domains
- Total number of backlinks
- Quality of those links
- Link diversity
- Spam score of link profile
Model characteristics:
- Predicts ranking probability
- Updated regularly
- Logarithmic scale (harder to improve at higher levels)
The Logarithmic Scale
| Current DA | Difficulty to Improve |
|---|---|
| 10 → 20 | Relatively easy |
| 30 → 40 | Moderate effort |
| 50 → 60 | Significant effort |
| 70 → 80 | Very difficult |
| 80 → 90 | Extremely difficult |
Going from DA 10 to 20 might take weeks of consistent link building. Going from 70 to 80 can take years.
What DA Scores Mean
Score Ranges
| DA Range | Typical Sites |
|---|---|
| 0-10 | New sites, minimal links |
| 10-20 | Small business sites |
| 20-40 | Established small/medium businesses |
| 40-60 | Well-known companies, popular blogs |
| 60-80 | Major brands, news sites |
| 80-100 | Top global brands (Google, Facebook) |
Context Matters
Compare to competitors, not all websites.
A DA of 30 might be:
- Excellent for a local business in Penang
- Average for a regional brand
- Low for a national company
How to Improve Domain Authority
1. Earn Quality Backlinks
The primary way to improve DA.
Link quality factors:
- Authority of linking site
- Relevance to your topic
- Editorial placement
- Dofollow status
See link building strategies.
2. Build a Natural Link Profile
Diversity signals quality. Check your profile using Ahrefs, Moz Link Explorer, or Semrush Backlink Analytics.
Good profile includes:
- Links from various domains
- Mix of follow/nofollow
- Variety of anchor text
- Links from different page types
3. Remove Toxic Links
Low-quality links can drag down DA.
Identify and handle:
- Spammy directories
- Link farms
- Irrelevant foreign sites
- Obvious paid links
Options:
- Request removal from webmasters
- Disavow via Google Search Console’s Disavow Tool
4. Create Link-Worthy Content
Content that naturally attracts links.
High-value content:
- Original research/data
- Comprehensive guides
- Useful tools
- Expert insights
5. Improve Internal Linking
Strong internal linking distributes authority across pages.
Best practices:
- Link important pages prominently
- Use descriptive anchor text
- Create logical site structure
- Fix broken internal links
6. Be Patient
DA increases slowly.
Timeline expectations:
- New sites: months to see movement
- Established sites: gradual improvement
- Major gains require sustained effort over years
Using DA Strategically
Link Prospecting
Use DA to evaluate potential link sources.
| Prospect DA | Consideration |
|---|---|
| Higher than yours | High value target |
| Similar to yours | Reasonable opportunity |
| Much lower | Lower priority |
But also consider:
- Relevance to your niche
- Traffic and engagement
- Editorial quality
Competitor Analysis
Compare your DA to competitors using Moz Link Explorer or Ahrefs.
Analysis questions:
- Who has higher DA?
- What links do they have that you don’t?
- What’s driving their authority?
Tracking Progress
Monitor DA over time, but don’t obsess over small fluctuations.
What to track:
- Monthly DA changes
- Link acquisition rate
- Competitor DA changes
- Industry benchmarks
DA Limitations
What DA Doesn’t Measure
- Content quality
- User experience
- Technical SEO health
- Search intent alignment
- Brand recognition
- E-E-A-T signals
Common Misconceptions
| Misconception | Reality |
|---|---|
| Higher DA = higher rankings | Not directly; correlation not causation |
| DA is a Google metric | No, it’s third-party (Moz) |
| DA can be bought | Manipulation leads to penalties |
| All sites should aim for high DA | Relative to competitors |
DA Fluctuations
DA can change without action on your part.
Reasons for changes:
- Moz index updates
- Algorithm adjustments
- Competitor link gains
- Lost links
Page Authority vs Domain Authority
| Metric | Scope | Use Case |
|---|---|---|
| Domain Authority | Entire domain | Overall site strength |
| Page Authority | Single page | Individual page strength |
PA factors:
- Links to that specific page
- Internal links pointing to page
- Page-level signals
Domain Authority Checklist
Building Authority
- Quality backlink acquisition strategy
- Link-worthy content created
- Toxic links identified and addressed (Moz Spam Score, Semrush Toxic Score)
- Internal linking optimized
- Link profile diversified
Monitoring
- Monthly DA tracking (Moz Link Explorer)
- Competitor DA comparison
- New backlinks monitored (Ahrefs/Semrush alerts)
- Lost links investigated
- Link profile health checked
Strategy
- DA goals realistic for your niche
- Focus on relevant competitors
- Quality over quantity approach
- Long-term perspective maintained
Domain Authority works best as a comparative benchmark, not a target score. The practices that improve DA - earning quality backlinks from relevant sources, building a clean link profile, creating content worth referencing - are the same practices that improve actual rankings.
Compare your DA to direct competitors, not industry giants. A local business in KL doesn’t need to match thestar.com.my’s DA to rank for local terms.
Pair DA improvement efforts with strong off-page SEO practices and quality content creation. Authority builds slowly through consistent effort, and the patience pays off.