get in touch
get in touch

What is domain authority and how do I increase it? 

What is domain authority and how do I increase it? 

Domain Authority (DA) is a search engine ranking score developed by Moz (an SEO software company) which predicts how well a website will rank on Search Engine Results Pages (SERPs). 

DA is scored from 1 to 100 and the higher the score the higher the domain will rank. The higher scores are allocated to websites who have a greater amount of high quality back links, engagement and content while newer, smaller businesses with fewer of these factors will be given a lower score.  

The exact metrics used are not known although people have developed theories of what is considered in your ranking score. We do know that it is based as closely as possible on algorithms similar to that of Google’s ranking system.  

According to Moz, Domain Authority should always be used as a relative metric. Your website’s DA score will be relative to the DA of your competitors and should only ever be considered as such. Your primary purpose should be to have a higher DA than your competition as this elevates your chances of ranking highly.  

Click here to see what your website’s Domain Authority Is and to check if yours is higher than your competitors.  

As Domain Authority is a logarithmic scale, the process of increasing the score varies in difficulty. For example, if your DA is lower and close to the 20 mark it will be a lot easier to increase it to 30 than it would be to increase a DA of 70 to 80. This is due to the quality of the websites that have higher DA scores. These websites will have more backlinks and higher engagement rates, making them harder to compete with.  

It is hard to define a ‘good’ DA score as it is a comparative metric, so the best way to check if you’re score is ‘good’ is by comparing it to that of your competitors. Your goal shouldn’t be to have the highest DA as this isn’t realistic, you need to compare it to people that you are directly competing with.  

How to increase your Domain Authority: 

Develop a healthy link profile  

Google recognises a healthy link profile as an indication of a trustworthy and authoritative website and will rank it higher which will increase your website traffic and, in turn, your DA. 

Google likes a healthy link profile. A link profile is a list of all of your websites backlinks. For this to be considered as ‘healthy’ it should contain links from a large variety of sites which have a high authority. A link audit should be executed to reveal any toxic backlinks which are links that lead to bad or broken sites and pollute your link profile. These bad links need to be removed from your link profile and your site so that they do not have a negative impact on your DA.  

Produce good content– blogs, case studies etc 

If you write great content and share it with people in your industry you will earn back-links from high quality sources. This will increase your site’s traffic and grow your reputation in Google’s eyes, leading to a better DA score. 

The key to writing good content is really identifying and knowing your audience. You need to live, breath and think like your consumers to truly understand what they want to read and what will keep them engaged. If you’re able to produce content that provides solutions to your searcher’s problems, they will appreciate your content and engage with it more. Another advantage of answering these problems is that if you can provide the solution, you automatically become the best option to purchase this solution from because they feel confident you can resolve their issues.   

This isn’t easy, and if your content isn’t good it will not increase your Domain Authority as people won’t read it. Think quality, not quantity. 

Earn highquality links  

Once you have mastered the art of writing good content, you need to earn high-quality backlinks to this content. Social media is an excellent place to start. Share your blog posts on social media and encourage your readers to do the same. By sharing your content with other websites who have a high DA and asking them to link your content, you will earn strong backlinks which is crucial for boosting your domain authority. 

Don’t underestimate the power of internal links. They help to keep readers on your site for longer and keeps them engaged. You are more likely to satisfy the reader and have a greater chance of answering their questions or solving their problems if they stay on your website and, as discussed, if they are engaging with you online they will boost Google’s perception of you.  

Improve SEO  

Improve your user experience by reducing your website’s loading speed. 47% of consumers expect websites to load in two seconds or less and 40% will abandon a page that takes three or more seconds. To reduce loading speed you can fix broken links, compress images, remove unnecessary plug-ins and add- ons, and use systems like Google PageSpeed. This will reduce your site’s bounce rate which once again increases Google’s perception of you.  

More than 60% of Google searches take place on a mobile device so your site needs to be mobile friendly so that search engines can process your content easily and so increase your DA. It is essential that your website is mobile optimised and user friendly.  

Optimising your on-page SEO will also help search engines to crawl your site. You can do this by using Meta tags, Title tags and Meta descriptions. These features help search engines and readers better understand your site and the type of content that is on it. If your site can be processed easily and your content can be clearly identified, it will improve your ranking and your DA score.  

Read our complete guide to SEO and read more about improving your sites on-page optimisation.  


Improving your DA score is a long-winded process that won’t happen overnight and it’s something that should be part of your SEO strategy. Monitor it and your competitors to tailor your plan of action to see the best results. 

Looking for a new website? 

Contact us and a team member will get back to you shortly! 

Jack Kennedy

Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.

Looking for more great digital marketing content? Subscribe to our weekly newsletter below!
Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Consent to display content from Youtube
Consent to display content from Vimeo
Google Maps
Consent to display content from Google
Consent to display content from Spotify
Sound Cloud
Consent to display content from Sound