What is Authority?
Authority: The power, control, influence, and/or command that a particular site or page has on the world wide web.
Originally coined by Moz, ‘authority’ or ‘Domain Authority’ or ‘Page Authority’ have become metrics for perceiving how a domain or webpage may be rated by Google’s internal ranking system.
In essence, DA is ‘marketed’ in the Search Engine ecosystem as a mirror to Google’s own domain or website ranking or grading system. This is true to some extent since websites with high DA tend to rank better.
However, it is important to note that DA and PA are not metrics officially used by the Google Search Algorithm. Having a high authority score however does help in website comparison, backlink analysis and clients love the increase in DA scores.
There are two types of authority:
- Domain Authority
- Page Authority
Domain Authority (DA) is for the whole website, while Page Authority (PA) is for the specific individual page.
Other SEO companies have their own equivalent of DA. For example, Ahrefs uses Domain Rating (DR) and Majestic SEO uses Trust Flow (TF). Still, Moz DA remains the most popular.
Here’s how DA, DR and TF Work – The domain authority is represented or measured on a scale of 1-100 that determines the ranking strength of your website, with 1 being the lowest and 100 being the highest. Moz, Ahrefs and Majestic have set their own criteria on how they arrive at the authority scores which can be found on their websites however our analysis shows that a major focus is on the domain age, quality of backlinks, site popularity, etc. Other factors that affect authority include linking root domains and site structure.
Older authoritative sites like Wikipedia or LinkedIn were grandfathered by Moz into their ranking system and tend to have high DA scores. A note of caution, authority of subdomains should not be treated as equal to that of the parent domain.
A website’s authority is not static. It will increase or decrease over time based on how the changes you make to the site. It is also measured on a logarithmic scale, meaning it is easier to get from 10 to 15 than it is to get from 60 to 65.
Brand new websites, however will start out with a score of 1. In reality, it becomes much more difficult for new sites to quickly attain a high DA score since Moz has consistently tightened its DA parameters. DA and PA scores are best used as a relative performance metric and in comparison with similar websites rather than an absolute metric. Any site with a DA of 40 or more is generally considered good in some SEO circles especially those that focus on backlinks and citations.
DigitalBull GO Tip: Check the DA of the subdomain before transacting with anybody claiming to offer backlinks from high DA sites. DA of the parent site is not equal to the DA of a subdomain of that site.
Authority Audit Parameters in DigitalBull GO
Here are the subfactors/parameters for Authority that are analyzed in the DigitalBull GO Local SEO Audit Tool:
Domain Authority – Page on Wikipedia
Domain Authority – Guide by Moz
Page Authority – Guide by Moz
Domain Rating & How to Use It – Blog post by Ahrefs
How to Boost Your Domain Authority by 5 Points in 2 Weeks – Blog post by Neil Patel
Domain Authority 2.0 – Announcement from Moz
Authority in DigitalBull GO
22nd May 2020 Upgrade – Authority is currently #15 on the Ranking Factors standings.
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