Brief Take On Domain Authority

With Internet development, a website’s Authority is a compound metric used for measuring a domain or individual web page’s overall quality and SEO performance particularly against other websites within a similar realm. The score is based upon many metrics representing authority within the field and trustworthiness. Machine Learning (ML) ensures the result is fresh so do not expect to get 100 – it’s a moving target for you to continuously improve and attempt to remain in the top quartile.

The old days of recent, relevant and frequent posts that determined your website’s position in the major search engines list of results has been replaced by a more sophisticated approach. None of the engines officially publish how they rank your site but it is generally accepted the following is instrumental.

Initially an algorithm uses organic search data, web traffic, and back link information to understand the ranking of the most trusted domains on the web. Then a second algorithm uses backlink data compares how your site wins or loses authority by gaining links. The number and own authority of referring domains. The volume of outbound links from referring domains. The total number of IPs and backlinks pointing to the site. Plus further esoteric information.

The measurement is within a range of 1 to 100 with very few domains scoring late nineties.

In my previous post ‘Discoverability’ I described tuning your website and good housekeeping before approaching other businesses within your realm to link to your site – and therefore positively affect your Domain Authority (DA) score. In this respect there is no ‘Good Score’. Obviously you don’t want to be zero and under fifty would highlight obvious improvements that need to be made, but whatever your score, even improving the content, SEO and backlinks for your site may not improve the score if ML comparison websites have also improved or further authoritative sites have been added to the subset and less authoritative dropped.

I’ve mentioned before in Social Selling posts that ‘niching down on a niche’ is the way forward for marketing SME sized companies online in highly competitive fields to become a trusted leader within that particular industry and this is relevant with DA. Ordinarily, you may think that linking to a blog or site with a lower score would be disadvantageous, but in fact, within a niche it could help your own DA. The important thing is to compare your DA with competitors to ensure that your SEO and recently published content is working and giving you a higher rank in search engine’s result lists.

In summary. If a domain score is upwards then a concerted effort with SEO may be yielding results. It may though be that a competitor has fallen back. You see, it’s not a simple yes or no. Heading downwards could indicate a very competitive niche, lack of effort with SEO.

Link building to sites that do not already link with you, listing on trusted directories, mentions in respected articles online (linked) and eradicating broken links or links to toxic sites will all improve your DA.

Astute use of keywords within your content, titles and tags are also a great way of positively influencing this.
An analogy may also be, you wouldn’t expect to run a takeaway food business of the scale of MacDonald’s, Burger King or KFC, but you could aim to be the ‘best of the rest’ more achievable and far less frustrating!

Domain Authority Description


SEO = Discoverability = Profit

The best way to make your website more discoverable, increasing engagement and interest in your products, services and SALES £$ is to keep it tuned up. Optimal tuning will ensure it’s more discoverable by the main search engines. The Domain Authority (DA) * more on this next time, is much improved along with your site being included in Search Engine Result Pages (SERP) if great ranking sites relevant to your industry link to your website and pages, but before researching and contacting them to enquire about linking it’s essential your website is in the best possible shape. But where to begin?


Optimise your website so it loads quickly.
Check and repair any broken links.
Check that each page has consistency across, file name, title, subtitles, relevant & keyword rich content, matching tags.
Optimise image file sizes and create alt. tags – searchable and describe images when images are switched off by the user. This has got lazy since ‘my day’ 1999-2005.
Relevant meta tags on pages and images.
Name image files don’t just use file names.
Check internal links are not broken.
Optimise each product page by using techniques described above.

Once you have an impressive super-speedy loading website begin approaching targeted companies to link to you then watch your DA & SERPs climb!

Thank-you for reading. Find me on Clubhouse @ thestevecee