Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in search engine results. Scored on a scale of 0-100, higher scores indicate greater ranking potential.
Key Facts#
- Creator: Moz
- Scale: 0-100
- Not a Google metric: DA is third-party, not used by search engines
- Comparative tool: Best used for comparing sites, not as absolute measure
How Domain Authority Works#
Calculation Factors#
DA is calculated using multiple factors:
Linking root domains: Number of unique domains linking to the site
Total number of links: Overall backlink count
MozRank and MozTrust: Moz's own authority and trust metrics
Machine learning model: Algorithm trained on actual search results
The Algorithm#
Moz uses machine learning to correlate link data with search rankings. The model is periodically updated, which can cause score fluctuations even when your link profile hasn't changed.
Understanding DA Scores#
Score Ranges#
| Range | Typical Sites | |-------|---------------| | 0-20 | New sites, small blogs | | 20-40 | Established small sites, niche blogs | | 40-60 | Popular sites, established businesses | | 60-80 | Major brands, authoritative publications | | 80-100 | Top news sites, major platforms (Wikipedia, Google) |
Important Context#
Logarithmic scale: Going from 20 to 30 is much easier than 70 to 80. Higher scores require exponentially more effort.
Industry variation: A DA 50 site may dominate in a small niche but struggle in competitive verticals.
New vs old sites: New sites start at very low DA regardless of content quality.
How to Use DA Effectively#
Good Uses#
Prospecting: Filter link opportunities by minimum DA
Competitive analysis: Compare your DA to competitors
Progress tracking: Monitor long-term growth trends
Quick qualification: Initial filtering of potential link sources
Poor Uses#
Absolute measure: DA 50 doesn't mean you'll rank
Site quality proxy: High DA sites can still be low quality
Direct ranking predictor: Google doesn't use DA
Short-term tracking: Score fluctuates with algorithm updates
DA vs Other Metrics#
Domain Authority vs Page Authority#
| Domain Authority | Page Authority | |------------------|----------------| | Measures entire domain | Measures specific URL | | Site-wide ranking potential | Page-specific potential | | Use for domain assessment | Use for specific page targeting |
Domain Authority vs Domain Rating (Ahrefs)#
| Moz DA | Ahrefs DR | |--------|-----------| | 0-100 scale | 0-100 scale | | Multiple factors | Primarily backlink-based | | Includes MozTrust | Pure link quantity/quality | | Often different scores | Often different scores |
Both are useful; neither is "correct." Use whichever tool you prefer or check both.
Domain Authority vs Trust Flow#
| Moz DA | Majestic TF | |--------|-------------| | Ranking prediction | Trust measurement | | Broad factors | Link quality focus | | Single score | Works with Citation Flow |
Improving Domain Authority#
What Actually Helps#
Earn quality backlinks: Links from high-DA sites Build referring domain count: More unique linking domains Remove toxic links: Disavow spam if necessary Improve site quality: Better overall link attractiveness
What Doesn't Help Directly#
- On-page SEO changes
- Content updates (unless they earn links)
- Technical improvements
- Social signals
DA reflects your link profile. Improving DA means improving your backlinks.
Realistic Timelines#
- New site to DA 20: 6-12 months
- DA 20 to DA 40: 1-2 years
- DA 40 to DA 60: 2-4 years
- DA 60+: Years of consistent effort
Common Misconceptions#
"Higher DA = Higher Rankings"#
Reality: DA correlates with rankings but doesn't cause them. Google uses its own signals. A lower-DA page with better content and relevance can outrank higher-DA pages.
"I Need DA 50+ to Rank"#
Reality: Lower-DA sites rank all the time, especially for less competitive keywords or local searches. Focus on your specific competitive landscape.
"DA Dropped—I've Been Penalised"#
Reality: DA fluctuates with Moz's algorithm updates. Score changes don't indicate Google penalties. Check Google Search Console for actual issues.
"All High-DA Sites Are Good Link Sources"#
Reality: Some high-DA sites are spammy or irrelevant to your niche. DA is one factor—also assess relevance, traffic, and content quality.
Checking Domain Authority#
Free Tools#
- Moz Link Explorer (limited free queries)
- MozBar browser extension
- Various SEO toolbars
For a broader roundup, compare the top free backlink checkers that display DA alongside other key metrics.
Paid Tools#
- Moz Pro (full access)
- Tools that integrate Moz API
- SEO suites with DA included
Bulk Checking#
For prospecting at scale, use:
- Moz's bulk DA checker
- Spreadsheet add-ons
- API integrations
DA in Link Building#
Setting DA Thresholds#
Common prospecting minimums:
- DA 20+: Basic quality filter
- DA 30+: Moderate quality
- DA 40+: Strong prospects
- DA 50+: High-quality targets
Adjust based on your own site's DA and industry.
Beyond the Number#
Always consider:
- Relevance: Is the site topically related?
- Traffic: Does it have real visitors?
- Content quality: Is the site legitimate?
- Link placement: Where would your link appear?
A DA 30 site perfectly relevant to your niche often beats a DA 60 site with no topical connection.
Summary#
Domain Authority is a Moz metric predicting ranking likelihood on a 0-100 scale:
What it is:
- Third-party metric from Moz
- Based on link data and machine learning
- Useful comparative tool
What it isn't:
- A Google ranking factor
- An absolute quality measure
- A direct ranking predictor
Best used for:
- Comparing sites to competitors
- Filtering link prospects
- Tracking long-term progress
Focus on building quality backlinks; DA will follow.
Check Domain Authority#
Use our free backlink checker to instantly check Domain Authority and other metrics for any website using Moz, Ahrefs, and other tools.