Domain Authority
Also known as: DA, Moz Domain Authority, Website Authority
Domain Authority (DA) is a score from 1 to 100, created by the SEO software company Moz, that predicts how likely a website is to rank in search results compared with other sites. It is calculated mainly from backlink data. It is a Moz metric, not a Google ranking factor, and Google has said it does not use it.
Key Takeaways
- Domain Authority is Moz's score, from 1 to 100; higher means a greater predicted ability to rank.
- Moz calculates it with a machine learning model based mainly on backlinks, including linking root domains.
- Google does not use Domain Authority; its Search Advocate John Mueller has said so publicly.
- It is relative: there is no universal good score, only how you compare with similar sites.
- Other tools publish their own versions, such as Ahrefs Domain Rating and Semrush Authority Score.
How It Works
Moz describes Domain Authority as a search engine ranking score that predicts how likely a website is to rank compared with competitors, on a scale from 1 to 100 (Moz). Moz calculates it with a machine learning algorithm that focuses mainly on backlink data, including the number of linking root domains and the quality of those links, and the score can move as Moz's index and the web change.
Moz itself says DA is not a direct Google ranking factor. Google has said the same from its side: in 2016, John Mueller responded that Google doesn't use domain authority, and Gary Illyes said he did not know of anything in ranking that would translate to domain authority (Search Engine Journal). So the score is a third-party estimate of link strength, useful for comparison, never a lever Google reads.
That makes DA a quick benchmarking and vetting tool. I use it, or a similar metric like Ahrefs Domain Rating or Semrush Authority Score, to compare a site with direct competitors or to screen link prospects before checking relevance and real traffic by hand. To actually improve it, do the work Google does reward: earn links from relevant sites, as I cover in link building in 2026, and build credibility the way the E-E-A-T guide describes.
Why It Matters
Domain authority offers a quick benchmark for comparing your site against competitors and for vetting potential link partners. Used as a directional guide rather than a target, it helps prioritize link-building outreach.
Example
A local law firm compares itself with three competitors in Moz and sees lower Domain Authority scores. Instead of chasing the number, it reviews where the competitors' links come from: the state bar, local news, and legal directories. The firm earns similar links through real community and press work, and its DA rises as a side effect of the links, not as a goal.
Common Mistake
Treating domain authority as an actual Google ranking factor or obsessing over the number. Chasing the score instead of earning relevant links and useful content optimizes for a vendor metric, not real rankings.
Frequently Asked Questions
What does domain authority mean?
Domain Authority is a score from Moz, from 1 to 100, that estimates how likely a website is to rank compared with other sites. It is based mostly on the site's backlinks. Higher scores mean stronger predicted ranking ability, relative to other sites.
Is domain authority a Google ranking factor?
No. Domain Authority is a Moz metric, and Moz says it is not a direct ranking factor. Google's John Mueller has also said Google doesn't use domain authority. Google looks at its own signals, including links, not a vendor's summary score.
What is a good domain authority score?
Moz says there is no universally good score because DA is relative; a score that is strong in one niche can be low in another. Compare your site with direct competitors in your market rather than chasing a specific number.
How is domain authority calculated?
Moz uses a machine learning algorithm that weighs many factors, mainly backlink data such as the number of linking root domains and the quality of those links. Because it depends on Moz's own index of the web, scores can shift when that index updates.
How do I increase my domain authority?
Earn links from relevant, reputable sites, through useful content, original data, local partnerships, and press. DA tends to rise as your link profile improves. Buying links to lift the score breaks Google's spam policies and can hurt real rankings.
Is website authority the same as domain authority?
Website authority is a general phrase for how trusted and established a site is. Domain Authority is Moz's specific score for it. Ahrefs uses Domain Rating and Semrush uses Authority Score, and none of these is a number Google uses.