What is Domain Authority And Page Authority?

Interconnected Web of Domain and Page Authority

What is Domain Authority (DA)?

Domain Authority (DA) is a Moz page authority metric, it is a score developed by Moz to estimate a website's ability to rank on search engine results pages (SERPs). The score, which ranges from one to 100, with higher scores indicating a greater potential to rank, reflects the quality of a website's link profile and is a key factor in understanding the authority of a website. It's important to note that DA does not directly influence Google's search rankings, but it provides valuable insights into a site's potential ranking strength.

What is Page Authority (PA)?

Similarly, Page Authority (PA) measures the ranking capability of a single webpage. PA also assigns scores from one to 100 to estimate the strength of a single page's potential to rank in SERPs. Its calculation considers factors such as linking root domains and the total link count, offering a focused view of a page's ranking potential. 

Differences Between DA and PA

The primary distinctions between DA and PA:

  • DA assesses the ranking potential of entire domains or subdomains, providing a broad overview of a website’s link profile.
  • PA zeroes in on the ranking strength of individual pages.

While both metrics, including the calculation rank, are determined using similar methodologies, it's worth noting that PA evaluates the authority of one specific page, leading to situations where a site may have a high DA score but some pages might exhibit lower PA scores due to variations in link quality and quantity.


Balancing the Scales of Domain and Page Authority

How to Improve Domain Authority and Page Authority?

Here are effective strategies to enhance these metrics.

Cultivating Your Website's SEO Garden

Strategies for Enhancing DA

To increase your Domain Authority, consider these strategies:

  • Acquire High-Quality Backlinks: Engage in backlink analysis and gain external links and backlinks from reputable sites with high DA to enhance your site's authority.
  • Produce Link-Worthy Content: Develop valuable content that naturally attracts backlinks. Great content is more likely to be linked by authoritative sites.
  • Audit and Remove Bad Links: Use SEO tools to find and remove harmful backlinks. Read our guide on disavowing backlinks.
  • Optimize Website Structure: Ensure your website is well-organized and easy to navigate. This improves both crawlability and user engagement.

Research indicates that average scores vary by industry:


Average DA Score

Highly competitive niches

Higher average Authority Scores

Low-key niches or websites

Lower average Authority Scores

Specific example: caseythecollegeceliac.blogspot.com

Higher Authority Score than competitors

General guideline

Scores above 40 are average, above 60 are high

Source: Rock Content

Boosting Page Authority

To improve PA, focus on these tactics for each page:

  • Secure External Links: Aim for external links from pages with high PA. Similar to DA, PA benefits significantly from a strong link profile.
  • Content Quality and Relevance: Provide unique, relevant, and up-to-date content. This attracts quality backlinks.
  • Internal Linking: Utilize internal and inbound links wisely to spread authority throughout your site.
  • Monitor PA Fluctuations: Regularly check your PA with tools like Moz’s Link Explorer. Adjust your strategies as needed.

Although they are not directly used by Google's ranking algorithm, they indicate a website's potential to rank higher.

The Importance of Domain Authority

Domain Authority (DA) is essential in search engine optimization (SEO) strategies. Although it is not a direct Google ranking factor, improving your site's authority score aligns with Google's evaluation of SEO health, it affects how a website's potential to rank on search engine result pages (SERPs) is perceived. It is a predictive metric. It shows the chance of a website ranking well based on the strength of its link profile.

The SEO Climb: Scaling the Summit of Search Rankings

DA's Role in Search Engine Rankings

It influences a site's visibility in the competitive landscape and competitiveness in SERPs. Websites with higher scores are considered more authoritative, leading to better visibility in search results. A high DA means a strong link profile with backlinks from reputable sites.

Google's algorithms evaluate the quality and relevance of a site's link profile but do not use DA directly. However, improving your DA by acquiring quality backlinks aligns with Google's ranking criteria. It acts as a gauge of a site's health and its competition for high rankings in search results.

It's best used when compared with the scores of competing websites. Sites should focus on improving their DA relative to competitors in the same industry or niche. This strategy enhances your Google authority score, helping in becoming more authoritative and relevant.

Enhancing a website's domain authority can increase its organic traffic.

DA Range

Average Number of Backlinks

Above 60

380 (example from GotchSEO)

Below 30

14,777 (average from other websites)

This table shows the importance of backlink quality over quantity. Websites with a lower DA might have more backlinks. However, strong, quality backlinks contribute to a higher DA. This leads to better visibility and traffic.

Detailed Guide to Calculating DA and PA

Understanding Moz's Calculation Methods

Calculating Domain Authority (DA) and Page Authority (PA) involves understanding Moz's proprietary algorithms. These metrics predict a website or page's potential to rank on search engine results pages (SERPs). Scores range from one to 100, with higher scores on a logarithmic scale indicating a better likelihood of ranking well.

Domain Authority Calculation

It is calculated using Moz's Link Explorer, leveraging machine learning to analyze linking root domains web index. It evaluates linking root domains and the total number of links pointing to the website. A machine learning model correlates this link data with rankings across numerous search results. According to the Domain Authority article by Moz, the calculation was refined in 2019. This refinement aimed to better predict a domain's ranking potential in Google search results. The update is known as Domain Authority 2.0.

Page Authority Calculation

PA's score is determined by an algorithm that assesses the ranking strength of a single webpage. Unlike DA, it focuses on a page's link-related strength. It excludes on-page SEO elements. The Page Authority guide by Moz mentions that scores are on a 100-point logarithmic scale. This means it is easier to improve from a lower score. However, it becomes progressively harder as you reach higher scores.

They are relative metrics used for comparison. Their scores change over time due to updates in the web index.

The importance of these scores varies across industries, as shown in the average distribution:


Average DA

Average PA
















This data source shows the variability of scores across industries. Industry benchmarking is important when analyzing these metrics.

Tactics for Boosting Authority Scores

To boost your domain and page authority scores, you need effective SEO strategies. These scores are important for how likely your web pages or entire domain are to rank high on search engine results pages (SERPs).

Recent analysis shows that Domain Authority (DA) is significant for Google search results, with higher DA scores being a common trait among websites that secure top positions on the SERPs.SEO Toolkit for Boosting Authority Scores

For boosting DA and PA, focus on strong link-building strategies:

  • Prioritize High-Quality Backlinks: Links from high-authority sites are crucial. Target backlinks from authoritative sources in your industry or related fields.
  • Create Share-Worthy Content: Content that is informative and engaging attracts backlinks. Address your target audience's pain points with unique insights. This encourages linking to your content, according to MonsterInsights.
  • Leverage Guest Blogging: Writing articles for blogs in your niche can bring referral traffic and backlinks. Choose platforms that appeal to your target audience for backlinks that benefit your authority scores.
  • Use Internal Linking Wisely: Effective internal linking can improve page authority and site navigation. Link to authoritative pages on your site to distribute link equity and improve authority scores.

Building a strong link profile is a steady process but is reliable for improving your site's authority and its ranking potential.

Monitoring and Comparing DA and PA

Moz developed both metrics to predict a website's and its individual pages' potential ranking on search engine results pages (SERPs).

Using Moz Tools

Moz provides tools for monitoring these metrics, each serving different purposes:

  • Link Explorer: This tool checks a website's DA, offering insights into its potential SERP ranking. It considers several factors, including linking root domains and the total link count.
  • MozBar: A browser extension that displays the DA and PA of any site or page you visit. It allows for quick comparison of the authority levels between different websites and pages.

To use these tools effectively, follow these steps:

  1. Identify Competitors: Create a list of your direct competitors and use MozBar to assess their scores.
  2. Track Your Progress: Use Link Explorer to regularly check your site's DA and PA. Moz Pro subscribers can monitor changes over time, gaining insights into their SEO efforts.
  3. Analyze Page-Level Performance: Use MozBar to check the PA of specific pages, identifying those most likely to perform well in SERPs.
  4. Perform Competitive Analysis: Compare your scores with your competitors'. Note patterns and explore the content or backlinks that may contribute to their scores.

Common Misconceptions about DA and PA

Clarifying the Role in Google’s Algorithm

There's a common misunderstanding about the impact of Domain Authority (DA) and Page Authority (PA) on Google's search algorithm. DA and PA do not directly influence Google search rankings. However, focusing on improving these metrics can align with best SEO practices, such as building a strong backlink profile and publishing quality content, which can indirectly influence Google rankings. These metrics, developed by Moz, indicate a website's or page's potential to rank based on various factors, including link profiles. They are predictive tools rather than direct factors in Google's ranking process (Search Engine Journal).

Google's stance on Authority metrics is clear. The company has repeatedly stated it does not use DA, PA, or any similar metrics from third-party tools for its ranking processes. Google relies on its own algorithms, which consider relevance, usability, among many other factors. While domain authority and page authority themselves are not used by Google, the practices that improve these scores often correlate with Google's ranking factors. Reflecting the domain ratings and page rank, can be useful for comparing the link profile strength of different sites but aren't part of Google's algorithm.

Instead, the focus should be on enhancing content quality. These improvements can lead to better scores over time and possibly better search rankings by indirectly influencing Google’s ranking factors (Soda Web Media).

Case Studies: Successful DA and PA Improvement Strategies

Real-World Examples

This section synthesizes a collection of strategies that have demonstrated success, drawing on insights from leading platforms.

The enhancement of DA and PA has been effectively achieved through a multipronged approach that includes the generation of premium content, the acquisition of high-quality backlinks, meticulous website structure optimization, consistent removal of detrimental links, and robust internal linking practices.

  • Building High-Quality Backlinks: Studies show the importance of obtaining backlinks from reputable sources to fortify a site's link profile and elevate its DA.
  • Optimizing Website Structure: The reorganization of site architecture not only facilitates easier content indexing by search engines but also improves user engagement metrics.
  • Regular Audits to Remove Bad Links: Identifying and eliminating toxic backlinks are crucial for maintaining a healthy link profile.
  • Internal Linking: Strategically implemented internal links distribute link equity throughout the site.
  • Helpful Content: The creation of compelling, original content is foundational to attracting backlinks and engaging visitors.
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