Domain Authority: What is it and how is it calculated

Domain Authority® (DA) is a search engine ranking score developed by Moz. It predicts how likely a website is to rank on search engine results pages (SERPs) compared to competitors. The score ranges from 1 to 100, with higher scores indicating a greater ability to rank.

Domain Rating (DR) is Ahrefs' equivalent to Moz's Domain Authority, and both metrics are used to gauge a website's authority and SEO performance.

Unlike Google’s ranking algorithms, Domain Authority is not a direct ranking factor. Instead, it’s a comparative metric to evaluate your website’s search performance. Websites with a high DA typically have strong inbound links, robust off-page SEO strategies, and valuable web pages.

Quick facts about Domain Authority:

• It’s relative: DA compares your website against others, so it’s most useful for benchmarking your performance within your industry.
• Calculated using backlink data: Domain Authority is based on data from our robust Link Explorer web index and uses dozens of factors in its calculations. However, the quality and quantity of backlinks pointing to your site heavily influence your DA.
• It is not static: As search engines and websites evolve, your Domain Authority score may fluctuate.

Why is Domain Authority important for SEO?

Domain Authority (DA) is essential in understanding your website’s ability to compete in search engine rankings. While it isn’t a direct ranking factor used by Google, DA helps you evaluate your site’s strength compared to others in your niche. Use Domain Authority scores to develop SEO strategies and set realistic performance goals.

By analyzing your Domain Authority score, you can:

• Assess the effectiveness of your link-building efforts
• Benchmark your performance against competitors
• Identify opportunities to improve your online visibility and attract more organic traffic

For example, if your competitors have higher DA scores, it could indicate they have stronger inbound links or better off-page and on-page SEO strategies. Understanding this can help you refine your approach and close the gap.

You can check Moz Domain Authority using various free or paid tools.

• Get started for free
• Start pulling DA in bulk

Get Domain Authority for free

If you're just starting, using Moz's Link Explorer is the easiest way to check any website's Domain Authority. You can access this and other free SEO tools with a free Moz Community account.

Download MozBar (Moz's free SEO toolbar) for even more convenience. MozBar displays Domain Authority, the number of backlinks, linking root domains, and other essential link metrics directly on your browser.

You’ll also find Domain Authority metrics in Moz Pro campaigns, allowing you to monitor your performance, identify areas for improvement, and track results over time. Additionally, Moz Pro provides high-level metrics in the SERP Analysis section of Keyword Explorer. It helps you evaluate your competitiveness in search results and make better-informed SEO decisions.

Moz calculates Domain Authority using a machine learning algorithm that evaluates multiple factors, primarily focusing on backlink data. 

The domain's DA score is derived from this algorithm, which assesses the likelihood of a domain appearing in Google search results. 

These factors include the number of linking root domains, the quality of those links, and other signals that correlate with rankings across thousands of search results. The domain's DA score is significant in comparing the ranking strength of websites, serving as a relative measure rather than an absolute ranking factor.

Domain Authority is not a Google ranking factor and has no effect on the SERPs. The score is designed to reflect the overall strength of your domain’s link profile compared to others.

Whiteboard Friday On How to Use DA Correctly

Websites with a diverse and high-quality backlink portfolio tend to score higher, while sites with fewer or lower-quality links typically score lower.

For instance, if Facebook.com acquired a billion new links, other site’s DA would drop relative to Facebook’s. Since more established and authoritative domains like Facebook will have extensive link profiles, they take up more high-DA slots, leaving less room at the higher end of the scale for other domains with less robust link profiles.

It explains why it’s easier to grow your score from 20 to 30 than it is to grow it from 70 to 80. Hence, it’s important to use Domain Authority as a comparative metric rather than an absolute one. If you want to learn more, this presentation and this whitepaper could help.

Want to understand how your backlinks contribute to your DA? Explore Moz’s free Domain Authority checker to uncover detailed Insights about your site’s link profile.

There’s no universal "good" or "average" Domain Authority score because it’s a relative metric. What’s important is how your score compares to competing sites in the search results.

New websites always start with a Domain Authority of 1 and increase as they earn authoritative backlinks over time. Websites with large numbers of high-quality external links, such as those from trusted domains like Wikipedia or major news sites, tend to have higher DA scores. Smaller businesses or local websites often have lower DA scores due to fewer inbound links.

For example, a DA of 30 might be exceptional in one industry but low in another. To set meaningful goals, look at the DA scores of your competitors in your specific niche and aim to surpass them.

To see how DA impacts rankings and popularity, you can explore Moz’s list of the top 500 websites. It provides a clear view of how high DA correlates with authority and success in search.

The best way to increase Domain Authority is to improve your site’s overall SEO health, with a particular focus on the quality and quantity of external links pointing to your site.

However, a few actionable steps you can implement to increase your Domain Authority include:

Earn high-quality backlinks

Focus on acquiring links from authoritative websites. To attract backlinks naturally, create link-worthy content such as original research, expert guides, and shareable resources such as industry reports.

Remove toxic backlinks

Regularly audit your link profile to identify and disavow spammy or harmful links that can harm your site’s authority. Tools like Moz's Link Explorer can help.

Optimize on-page SEO

Ensure your content is aligned with search intent and incorporates secondary keywords naturally. Use clear and logical heading structures, optimize for entities, and ensure your pages are easy for  readers and search engines to understand.

Improve user experience (UX)

A fast, mobile-friendly website with intuitive navigation encourages visitors to stay longer and engage with your content. Improving page speed, design, and readability indirectly supports SEO.

Develop a strong internal linking strategy

Use internal links to guide users to relevant content and distribute link equity across your site. A clear and well-structured linking strategy improves crawlability and enhances user engagement.

Focus on producing high-quality content

Publish valuable content that answers audience questions and solves problems. Content that satisfies user needs is more likely to rank and attract natural backlinks.

Want more tips to increase your Domain Authority? Meghan Pahinui from Moz shares more insights in this short video

Referring domains are one of the most important factors in determining a website’s Domain Authority score. A referring domain is a unique domain that links to your website, and the number of these domains indicates the diversity and quality of your backlink profile.

A higher number of referring domains suggests that your website is recognized and trusted across a broad range of sources, which can positively impact your Domain Authority. On the other hand, a low number of referring domains may indicate limited credibility or industry recognition.

To increase the number of referring domains:

• Create high-quality, shareable content that naturally attracts backlinks.
• Explore link-building strategies like guest blogging, resource page links, or broken link building.
• Focus on earning links from authoritative, niche-relevant websites to improve the quality and diversity of your backlink profile.

There are several common misconceptions about Domain Authority (DA) that can lead to confusion and misinterpretation. Here are a few to be aware of:

DA is a direct ranking factor

A common misconception is that DA directly impacts Google rankings. In reality, DA is a predictive metric developed by Moz and is not used by Google to determine search engine rankings.

DA is the only metric that matters

While DA is valuable, relying on it exclusively can give you an incomplete picture of your site’s health. Metrics like Page Authority, organic search traffic, and keyword rankings also provide essential Insights.

DA is a fixed score

Domain Authority is dynamic and changes over time. Your score can increase or decrease based on factors like shifts in your backlink profile, changes in competitors’ scores, or updates to the DA calculation model.

DA is the same as Google’s PageRank

DA and PageRank are often confused. However, DA is a Moz-specific metric, whereas PageRank was a proprietary algorithm used by Google in the past. They are separate tools with different methodologies.

Understanding these misconceptions ensures you use Domain Authority as a comparative and directional metric rather than an absolute indicator of success. 

Domain Authority provides valuable insights to refine your SEO strategy when used effectively. Here are practical ways to leverage DA:

Track changes to your DA score

Monitor your DA regularly to identify trends and patterns. An increasing score can signal improvements in your website’s SEO performance, while a decreasing score may highlight areas needing attention, such as link-building efforts or technical fixes.

Compare your DA score to competitors

Use DA to evaluate your website’s performance against competitors in your niche. If your score is higher, you may have a competitive edge in search rankings. If it’s lower, improve areas like backlinks and content quality to close the gap.

Prioritize link-building efforts

DA can help you identify which websites to target for backlinks. Focus on acquiring links from niche domains with higher DA scores, as these carry more authority and can boost your score.

Evaluate content performance

Use DA to assess how well your content resonates with your audience and attracts backlinks. High-quality, relevant content that answers user questions is more likely to earn links from authoritative sites, positively impacting your DA.

When executing strategies to improve your website’s Domain Authority, it’s essential to avoid common mistakes that can harm your SEO efforts. Here are some  pitfalls to avoid:

Don’t buy backlinks: Purchasing backlinks might seem like a quick fix, but it can harm your site’s credibility and lead to penalties from search engines. Focus on earning high-quality backlinks by creating shareable content.

Don’t over-optimize: Over-optimizing your site with keyword stuffing or aggressive SEO tactics can hurt user experience and damage your site’s reputation. Aim for a balanced approach that prioritizes user experience and search intent.

Don’t neglect technical SEO: A slow, outdated, or unsecured website can negatively affect your Domain Authority. Regularly audit your site to ensure fast loading times, mobile responsiveness, and proper HTTPS implementation.

Don’t sacrifice content quality: High-quality content is key to earning backlinks and building authority. Avoid publishing low-value content that doesn’t address your audience’s needs or questions.

Don’t forget to monitor your progress: Track your Domain Authority over time to measure the impact of your efforts. Use tools like Moz’s Link Explorer to analyze your backlink profile and identify areas for improvement.

What is Domain Authority?

Website's domain authority (DA) is a key metric developed by Moz to evaluate the strength and credibility of a website in search engine rankings and predict how well it will rank compared to others. DA is calculated using factors like the number of linking root domains and the quality of backlinks to your site.

What is a good Domain Authority score?

There’s no universally “good” DA score since it’s a relative metric. A score of 30 might be excellent in one niche but low in another. The best way to use DA is to compare your score to competitors in your industry.

Is 20 a good Domain Authority score?

It depends — A DA of 20 might be competitive for new or smaller websites, depending on your niche. The key is to focus on outperforming similar sites in your industry rather than chasing an arbitrary number.

What should my Domain Authority be?

Your target DA should be based on your competitors' scores. For example, if your competitors have DA scores of 40–50, aim to reach or exceed that range to improve your search visibility.

What is the benefit of Domain Authority?

DA provides a comparative measure of your site’s backlink strength and ranking potential. It helps you evaluate your SEO progress, prioritize link-building efforts, and benchmark your performance against competitors.

How can I track DA?

You can track your Domain Authority using Moz’s free Domain Authority checker or Link Explorer. These tools allow you to monitor changes to your DA score and analyze your backlink profile over time.

Why did my Domain Authority change?

DA changes are influenced by several factors, including:

• Updates to Moz’s web index may include more or fewer linking domains than previous crawls.
• Growth or loss in your backlink profile, such as acquiring or losing high-quality links.
• Shifts in the scores of other websites, especially high-authority domains, can alter the relative scale.
• Links earned from sources that do not significantly contribute to search rankings.
• The impact of updates to Moz’s DA algorithm, such as the 2019 rollout of Domain Authority 2.0, restructured how scores are calculated.

What is the difference between Domain Authority and Page Authority?

Domain Authority measures the overall ranking strength of an entire domain or subdomain, while Page Authority (PA) focuses on the ranking strength of individual pages. Both are useful metrics for assessing SEO performance but serve different purposes.

Page Authority, Domain Authority, and Brand Authority™ are the three main types of authority scores in SEO. They help tell the complete story of your website's ranking capabilities and online reach.

Keep learning

• The Moz Blog introducing Domain Authority 2.0
• How to Use Domain Authority 2.0 for SEO — Whiteboard Friday
• The top 500 sites on the web, organized by Domain Authority
• Page Authority
• External Links
• Discover your true SEO competitors with this feature in Moz Pro
• Learn about our new metric Brand Authority