Domain Authority - What It Is and How to Improve It

What is Domain Authority?

Domain Authority (DA) is a third-party SEO score developed by Moz that predicts how likely a website is to rank in search results. The score runs from 1 to 100, with higher scores indicating greater ranking potential. DA is not used by Google directly, but it correlates strongly with actual ranking performance.

Why Domain Authority Matters

DA matters because it gives marketers a single comparable number to assess link prospects, competitive positioning, and the trajectory of an SEO program. According to Moz, only about 6% of all domains scored above 50 in their 2024 dataset, and a 10-point lift in DA typically corresponds to a meaningful jump in average SERP position across a domain's tracked keywords.

How Domain Authority Works

DA is calculated by Moz using a machine-learning model trained on tens of trillions of links across the web. Inputs include the total number of linking root domains, the quality and trust of those domains, link diversity, and how the site's link profile correlates with Google's actual rankings.

Because DA is logarithmic, moving from 20 to 30 is far easier than moving from 70 to 80. The score is also relative: it can drop even if your absolute link profile improves, because every other site is being scored against the same scale.

What Drives Domain Authority

✓Number of unique referring domains pointing to your site

✓Quality and authority of those linking domains

✓Trust and spam signals across the link profile

✓Topical relevance between linking sites and your niche

✓anchor text diversity (natural, branded, descriptive)

✓Age and consistency of link acquisition over time

✓Internal link structure and on-site authority distribution

How to Improve Domain Authority

Earn backlinks from new, high-authority, topically relevant domains

Run digital PR campaigns that produce editorial mentions in major publications

Audit and disavow toxic, spammy backlinks via Google Search Console

Publish linkable assets: original research, calculators, definitive guides

Build internal links to consolidate authority around your most important pages

Improve technical SEO so the link equity you earn flows cleanly through the site

Be patient: DA is logarithmic; meaningful movement takes 6-12 months of steady work

Frequently Asked Questions

Is Domain Authority a Google ranking factor?

No. DA is a Moz proprietary score, not a Google signal. Google has never confirmed an internal authority metric of this type. However, the inputs that drive DA (backlinks, link quality, trust signals) are real ranking factors, which is why DA correlates with ranking performance.

What is a good Domain Authority score?

DA scores are relative to your industry. A score above 30 is solid for a small business, above 50 is strong for a mid-market site, and above 70 is reserved for major media and established brands. Compare against your direct competitors rather than to absolute numbers.

How fast can I increase Domain Authority?

DA usually moves in 1-3 point increments per quarter for an active SEO program, faster at the lower end of the scale. Spikes are usually the result of a successful digital PR campaign, an acquisition of new linking domains, or a Moz index recalculation.