What Is Domain Authority?#
Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine result pages (SERPs).
DA scores range from 1 to 100, with higher scores indicating greater ranking potential.
Important Clarification#
Domain Authority is NOT a Google ranking factor. It's a third-party metric created by Moz to help SEOs estimate a site's competitive strength.
Google has confirmed they don't use DA in their algorithm. However, DA correlates with ranking ability because it's based on factors that do influence rankings.
How Is Domain Authority Calculated?#
Moz calculates DA using machine learning algorithms that consider:
Link Profile Factors#
- Total number of backlinks
- Number of unique referring domains
- Quality of linking domains
- Link diversity and relevance
Other Factors#
- Root domain age
- Overall link profile growth
- MozRank and MozTrust scores
DA vs. Other Authority Metrics#
Domain Rating (DR) - Ahrefs#
Similar concept, different calculation. Focuses heavily on the quantity and quality of backlinks.
Authority Score - SEMrush#
Combines backlink data with organic traffic and spam signals.
Trust Flow - Majestic#
Measures the quality of links pointing to a site based on how trustworthy the linking sites are. Learn more in our glossary entry on Trust Flow.
What's a Good Domain Authority?#
DA is relative to your competition. Here's a general guide:
DA 1-20#
New websites or sites with minimal backlinks. Typical for personal blogs and small local businesses.
DA 21-40#
Established sites with some authority. Many small to medium businesses fall here.
DA 41-60#
Strong authority. Competitive for moderate-difficulty keywords.
DA 61-80#
Very high authority. Major brands, popular publications, and established industry leaders.
DA 81-100#
Exceptional authority. Reserved for sites like Google, Facebook, Wikipedia, and major news outlets.
How to Improve Domain Authority#
1. Build Quality Backlinks#
The most impactful factor. Focus on earning links from:
- Relevant, authoritative websites
- Diverse sources (not just one or two sites)
- Editorial placements within content
Check out our comprehensive guide on link building strategies for actionable tactics.
2. Remove Toxic Backlinks#
Low-quality or spammy backlinks can hurt your DA. Use Moz, Ahrefs, or Google Search Console to identify and disavow harmful links using Google's Disavow Tool.
3. Improve Internal Linking#
Strong internal linking helps distribute authority throughout your site. Ensure important pages are well-connected.
4. Create Link-Worthy Content#
Content that naturally attracts links:
- Original research and data
- Comprehensive guides
- Infographics and visual content
- Free tools and resources
5. Be Patient#
DA takes time to improve. It's calculated periodically and reflects long-term trends, not overnight changes.
Common DA Misconceptions#
Myth: Higher DA Guarantees Better Rankings#
Reality: DA predicts ranking potential but doesn't guarantee anything. Google uses many factors DA doesn't account for.
Myth: DA Changes Daily#
Reality: Moz updates DA periodically, not in real-time. Day-to-day fluctuations are normal.
Myth: You Should Only Get Links from High-DA Sites#
Reality: Relevance matters more than DA. A link from a relevant DA 30 site may outperform an irrelevant DA 70 link. Learn how to evaluate backlink quality.
Myth: DA Can't Decrease#
Reality: DA can drop if you lose backlinks, competitors gain links, or Moz updates their algorithm.
DA Limitations#
It's Not Universal#
DA only measures what Moz can see and analyze. It doesn't reflect Google's actual assessment.
Scores Are Relative#
A DA of 40 might be excellent in one niche and mediocre in another.
It Can Be Manipulated#
Technically, DA can be artificially inflated through black-hat tactics—though this provides no real SEO benefit and violates Google's spam policies.
Should You Focus on DA?#
Use DA as one metric among many, not as your primary goal.
Better Metrics to Track:#
- Organic traffic growth
- Keyword rankings for target terms
- Conversion rates from organic traffic
- Number of ranking keywords
Conclusion#
Domain Authority is a useful metric for competitive analysis and tracking your site's progress over time. However, obsessing over DA is a mistake.
Focus on what actually drives results: creating valuable content, earning quality backlinks, and providing excellent user experience. Improved DA will follow as a natural byproduct of good SEO practices.
Want to understand more about how backlinks affect your authority? Start with our guide on what backlinks are.
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