Domain Authority, usually shortened to DA, is one of the most quoted numbers in SEO and one of the most misunderstood. Bloggers chase it, agencies sell it, and plenty of people assume Google uses it. This guide explains what DA actually is, what it can and cannot tell you, and which practical habits tend to raise it over time.
What Is Domain Authority?
Domain Authority is a score from 1 to 100 created by the SEO software company Moz. It predicts how likely a website is to rank in search results compared with other websites. The score is calculated from link data, mainly how many different sites link to you and how strong those sites are.
The scale is logarithmic. Moving from 10 to 20 is much easier than moving from 60 to 70, so the same effort produces smaller visible gains as your score rises.
Is Domain Authority a Google ranking factor?
No. DA is a third-party metric, and Google has said it does not use it in its ranking systems. Think of DA as a weather forecast, not the weather itself: it estimates how a site might perform, but it does not cause rankings. Other SEO tools offer similar scores, such as Domain Rating from Ahrefs, and the numbers are not interchangeable between tools.
Domain Authority vs. Page Authority
| Metric | What it estimates | Scope |
|---|---|---|
| Domain Authority (DA) | Ranking strength of a whole website | Entire domain |
| Page Authority (PA) | Ranking strength of one page | A single URL |
A strong domain helps new pages get off the ground, but a page with strong links of its own can still outrank pages on bigger sites.
What Is a Good Domain Authority Score?
There is no universal “good” number. DA is only meaningful when compared with the sites you compete against. A score of 25 can be excellent in a small niche and weak in a crowded one. As a rough guide only:
- Under 20: typical for new or small sites.
- 20 to 40: growing sites with some established links.
- 40 to 60: well-established sites in their field.
- 60 and above: large publications and major brands.
The practical benchmark is simple: check the DA of the pages that already rank for the keywords you want, and treat that range as your target.
How to Improve Domain Authority
Because DA is built mostly from links, the most reliable improvements come from becoming a site other sites want to reference. None of the steps below is a trick, and results take months, not days.
1. Earn links from relevant, trusted sites
One link from a respected site in your topic area is worth far more than dozens from directories or unrelated blogs. Useful approaches include publishing original data or tools others cite, contributing genuinely helpful guest articles, and being quoted as a source by journalists or bloggers. Our guide to backlink building essentials covers these methods in more detail.
2. Create content worth linking to
Clear explainers, free calculators, checklists, and templates attract links naturally because they solve a problem quickly. Depth and accuracy matter more than word count.
3. Strengthen internal linking
Internal links help visitors and search engines find your important pages and understand how topics connect. Link related posts together with descriptive anchor text. See our internal linking guide for a simple structure to follow.
4. Fix technical problems
Broken links, slow pages, missing mobile support, and duplicate content waste the authority you already have. A regular technical check keeps your site easy to crawl.
5. Review your backlink profile
Check which sites link to you using Google Search Console or an SEO tool. Google describes its disavow tool as an advanced feature that most sites do not need, so only use it if you have a clear pattern of manipulative links you did not create. Spam links from random sites are normally ignored automatically.
6. Keep publishing and updating
Sites that stay active and keep key articles accurate tend to earn links over time. Updating a strong old post is often more valuable than writing another weak one.
7. Avoid shortcuts
Buying links, joining link exchanges, and mass directory submissions violate Google’s spam policies and can lead to ranking penalties. They are not worth the risk.
Realistic Expectations
DA changes slowly and can move up or down when Moz updates its index or its model, even if nothing changed on your site. Treat month-to-month swings as noise. Judge progress by what you can control: organic traffic, rankings for your target pages, and the quality of sites that link to you.
Frequently Asked Questions
Does Google use Domain Authority?
No. DA is a Moz metric. Google has said it does not use third-party scores like this in its rankings, although the factors that raise DA, such as quality links and useful content, also help real search performance.
Can Domain Authority go down?
Yes. It can fall if you lose links, if competitors gain stronger links, or when the scoring model is updated. A drop does not necessarily mean your SEO is worse.
What is the difference between Domain Authority and Domain Rating?
Both estimate a site’s link strength on a 100-point scale, but Domain Authority comes from Moz and Domain Rating comes from Ahrefs. They use different data and calculations, so compare scores only within the same tool.
Conclusion
Domain Authority is a useful comparison tool, not a goal in itself. Focus on publishing helpful content, earning links honestly, and keeping your site technically sound. If you do that consistently, your DA will usually follow, and more importantly your real search visibility will improve.
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