How To Improve Your Domain Authority Score (And Why It Matters)

Most entrepreneurs know the basics of good SEO. Weaving in relevant keywords, publishing helpful content, and earning backlinks are table stakes for growing web traffic. 

But, while these visible tactics can improve your search rankings and page visibility, they point to something deeper. What truly separates top-performing sites is their authority — the trust they earn over time from users and other credible sources across the web.

That intangible influence is what a Domain Authority (DA) score seeks to define. Created by Moz, a leading SEO software company, DA predicts your site’s strength compared to others. It’s not part of Google’s algorithm, but it mirrors the signals search engines use to gauge credibility.

The trust measured by DA is hard-earned, and there’s no shortcut to becoming a go-to source in your niche. In this guide, we’ll explain what Domain Authority means, why it matters for your online visibility, and how you can improve it with long-term strategies.

What does domain authority mean?

Domain Authority is a ranking metric created by Moz to predict how likely a website is to appear on search engine results pages (SERPs) compared to its competitors. Scores range from one to 100, with a higher number representing stronger perceived authority (Moz, 2025).

DA is not in itself a ranking factor for search engines like Google. Rather, it’s a third-party metric that reflects many of the same factors search engines consider when evaluating trust and relevance.

Moz’s model is the original and best-known measurement for DA, but it’s now just one of many. Tools like Ahrefs, Semrush, and Majestic use their own algorithms to come up with a DA score.

Why is domain authority important?

Domain Authority is like an online reputation score. It’s a useful benchmark for competition, showing whether you’re on par with similar businesses or need to expand your digital influence.

DA also informs your link-building strategy. High-authority sites tend to attract more backlinks because other publishers view them as credible sources. And even though DA itself isn’t part of search engine algorithms, studies show it often correlates with stronger search performance. One study found Moz, Ahrefs, and Semrush authority metrics to be highly consistent with one another (ResearchGate, 2023), and Onely’s analysis showed a modest but measurable link between DA/DR scores and ranking potential (Onely, 2022).

It’s helpful to think of DA value in terms of the stage of your business. For instance, a bakery blog with a DA of 15 might struggle to outrank national recipe sites, but it can still dominate local searches for “best cupcakes in Denver.” The more that bakery seeks to grow and expand its reach, the more relevant DA becomes.

How to check your domain authority

You can check your DA score using free tools such as Moz’s Free Domain Authority Checker, Ahrefs Webmaster Tools, or Semrush’s Authority Checker. Each platform uses its own data sources and formulas, so don’t worry if your scores vary slightly between tools.

When reviewing your results, focus on trends and comparisons rather than the exact number. A steady improvement over time indicates that your site is earning trust and visibility.

For the most accurate analysis, compare your site’s score with direct competitors in your niche — other local businesses or similar brands — not global giants like Forbes, Apple, or Starbucks. Your goal isn’t to beat the big names but to strengthen your position within your own market.

How is Domain Authority calculated?

DA is based primarily on your backlink profile — the quality, quantity, and diversity of other websites linking to yours. Essentially, links from credible, well-established domains are a strong indicator that your site is trustworthy.

Moz, Ahrefs, Semrush, and Majestic all use proprietary algorithms to evaluate backlink quality, weighing factors such as the authority of referring domains and the overall health of your link network. Secondary elements like link velocity (how quickly you gain or lose links), Spam Score (Moz’s evaluation of “toxic” links), and a domain’s age or stability can also influence the score indirectly.

Unlike traditional SEO, elements like content quality or site structure don’t factor directly into these formulas. However, they still support a strong DA by helping your site earn and retain valuable backlinks over time.

6 ways to improve domain authority

There’s no way to shoot your DA score from zero to 100 overnight, but a few consistent practices will lead to steady improvement. If you’re wondering how to improve domain authority for your site, follow these six practical steps.

1. Create high-quality, shareable content

The best way to improve DA is to publish content that others want to reference and share. Focus on in-depth blog posts, guides, and FAQs that answer real questions from your audience. For small businesses, this might include how-to guides, data roundups, or local spotlights featuring community partners. Once you’ve built a base of content, you can repurpose top-performing posts into infographics, short videos, or other “link-worthy” resources.

Pro tip: Throughout your site, use clear, conversational language for Answer Engine Optimization (AEO). Strong AEO content earns featured snippets, People Also Ask placements, and voice-search results, garnering even more visibility and potential backlinks.

2. Build a strong backlink profile

While strong content supports your backlinking strategy, that doesn’t mean you should take an “if you build it, they will come” approach. Actively earn links by contributing guest posts, collaborating with industry partners, or pitching insights through digital PR resources like HARO or Qwoted.

Local links are also valuable. List your business in directories, join your chamber of commerce, and build partnerships with like-minded brands. Avoid “quick-fix” backlink offers or link schemes that promise hundreds of links for cheap. These often come from irrelevant, low-quality sites that can hurt your authority instead of helping it.

Pro tip: Use Moz, Ahrefs, or Semrush to monitor your backlinks regularly and flag any suspicious or low-quality domains. If you find harmful links you can’t remove manually, upload a list to Google’s Disavow Tool to tell Google to ignore them. Use this feature cautiously, and only after trying manual removal methods.

3. Improve on-page SEO

As you build new content and seek new backlinks, be sure not to neglect what you already have. Optimizing your existing pages can improve your visibility and eventually increase your DA score.

• Use descriptive page titles, meta descriptions, and headings with relevant keywords.
• Add internal links between related pages to help visitors and search engines navigate your content.
• Format content for readability with informative headings, clear and concise paragraphs, and bullet points.
• Use schema markup (structured data that helps search engines understand your content) or FAQ blocks to improve how search engines interpret your pages.

4. Fix technical SEO issues

Technical SEO refers to the behind-the-scenes elements that help search engines crawl, index, and display your website. These components don’t directly influence DA, but they make your site faster, easier to navigate, and more appealing to visitors and potential link sources.

Here are a few areas to review and tweak regularly:

• Improve site speed by compressing images, caching, and choosing a reliable hosting provider.
• Keep your site mobile-friendly and use HTTPS for security.
• Submit an XML sitemap and fix broken links or crawl errors in Google Search Console.
• Use short and descriptive URLs.
• Test performance regularly with free tools like Google PageSpeed Insights or GTmetrix.

Pro Tip: Follow a simple quarterly checklist for technical SEO. Reviewing site speed, link health, and mobility usability a few times a year helps keep your site stable and better positioned to build DA..

5. Strengthen your brand presence

Search engines may not use Domain Authority as a ranking factor, but they rely on similar features to evaluate reputation. Google’s E-E-A-T framework — Experience, Expertise, Authoritativeness, and Trustworthiness — reflects how others perceive your brand and decide whether to link to you (Google, 2025).

By promoting your content across social channels and showcasing genuine expertise, you make your site more trustworthy to both users and potential link sources. Reviews, testimonials, and an up-to-date Google Business Profile reinforce that credibility and can naturally attract high-quality backlinks that raise your DA over time.

Pro tip: Share what you know. Authentic insights and social proof build confidence in your brand and give you authority that search engines and other sites recognize.

6. Stick with it

Improving DA is a long game. Instead of chasing quick jumps in score, commit to steady progress in content quality, backlinks, and traffic growth. Your DA score will naturally rise as your site earns trust and gains credibility. 

Pro tip: Steady effort pays off. Publishing once a week is better than five posts in one month and none the next.

The bigger picture on Domain Authority

Your Domain Authority score is a helpful benchmark, but it’s not the final word on SEO success. Your ultimate goal should be to publish valuable content, earn credible backlinks, maintain technical health, and demonstrate trustworthiness. When you stay consistent in those areas, authority follows naturally. Over time, your DA score will rise — but more importantly, so will your ability to rank, attract traffic, and grow sustainably.

Frequently asked questions about domain authority

Can I rank well in Google with a low DA?

Yes. A low Domain Authority score doesn’t automatically mean poor rankings. Newer or niche sites that haven’t yet earned many backlinks can still rank for less competitive keywords with high-quality, relevant content. Focus on building trust and visibility within your niche, and ranking success may follow before your DA score catches up.

What’s a good DA score?

There’s no universal “good” score — it’s all relative to your competition. Domain Authority is measured on a scale from 1 to 100, and scores tend to increase slowly as sites earn more trust and backlinks over time. A DA of 25 might be strong in a small niche but low in a crowded international competitive market. The key is to compare your score against similar websites in your industry and look for gains against your competitors.

How long does it take to improve DA?

When trying to improve your Domain Authority, you’ll usually need to wait several months or more to see results. Because DA depends on earning quality backlinks and building consistent trust signals, progress is steady rather than sudden. 

What’s the difference between Domain Authority and Page Authority?

DA measures the credibility of your entire website, while Page Authority (PA) rates how likely a single page is to rank in search results. Your site might have a high DA, even when specific pages have a lower PA due to their specific link profiles. Building internal links and creating high-quality content can help raise both over time.

Why did my DA drop suddenly?

A sudden drop in DA could result from updates to Moz’s algorithm or new data in its index. Dips can also happen if you lose backlinks or gain spammy ones. Regularly review your link profile, disavow low-quality links, and focus on steady improvements.

Is Domain Authority important for Answer Engine Optimization (AEO)?

Not directly. AEO focuses on how clearly your content answers questions for featured snippets and voice search. However, a higher DA may increase your odds of appearing in these results because search engines tend to pull from well-established websites.

 

 

Sources: 

Moz. Domain Authority: What is it and how is it calculated. https://moz.com/learn/seo/domain-authority 

ResearchGate. Reliability of domain authority scores calculated by Moz, Semrush, and Ahrefs. https://www.researchgate.net/publication/372089122_Reliability_of_domain_authority_scores_calculated_by_Moz_Semrush_and_Ahrefs

Onely. Google Doesn’t Use DA And DR, But They Correlate With Rankings. https://www.onely.com/blog/da-and-dr-correlate-with-rankings/ 

Google. Creating helpful, reliable, people-first content. https://developers.google.com/search/docs/fundamentals/creating-helpful-content