Understanding Domain Authority
Domain Authority was created by Moz to give SEOs a single number to compare the overall link strength of different websites. It's calculated using a machine learning algorithm that incorporates the number of backlinks, the quality of those backlinks, the diversity of linking domains, and several other factors. The scale runs from 1 (weakest) to 100 (strongest), and the progression is logarithmic — going from 20 to 30 is far easier than going from 70 to 80.
Important caveat: DA is not a Google metric and has no direct influence on rankings. Google uses its own internal authority calculations (PageRank and others) that are never publicly disclosed. DA is best understood as a proxy — a useful rough guide for comparing the link strength of your domain versus a competitor's or a prospective link partner's domain.
Other tools have created similar metrics: Ahrefs uses "Domain Rating" (DR), SEMrush uses "Authority Score," and Majestic uses "Trust Flow." None of these is a direct Google signal, but all are useful shorthand for link quality comparison.
Real-World Examples
- 01
A startup with DA 15 focuses link building outreach on sites DA 30–50, which are attainable targets. Targeting DA 90 sites at this stage wastes effort.
- 02
When evaluating a potential link partner site, an SEO professional checks that the site has DA 40+, organic traffic, and relevance to their niche before pursuing the relationship.
- 03
A business acquires a competitor with DA 55 and migrates the domain to consolidate link authority into their primary domain.
Why Domain Authority Matters for Your Business
Understanding domain authority helps you set realistic SEO expectations, identify which competitors you can realistically outrank, and prioritize link building targets. If your DA is 25 and a competitor's is 60, closing that gap requires a deliberate multi-year investment in content and outreach — and that's useful context for planning timelines and budgets.
Related Terms
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SEO
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FAQ
Frequently Asked Questions
Context matters more than the absolute number. DA 20–30 is typical for small local businesses. DA 40–60 is solid for mid-size companies with active SEO. DA 70+ belongs to major media outlets, large brands, and established industry publications. Compare your DA to direct competitors, not to Wikipedia.
DA increases by earning high-quality backlinks from trusted, relevant sites. Publishing original research, earning press coverage, contributing to industry publications, and removing toxic backlinks that drag your score down are the most effective levers.