Glossary · SEO & AI searchTOFU
Domain authority
The short answer
"Domain authority" usually refers to third-party scores — such as Moz's Domain Authority or Ahrefs' Domain Rating — that estimate a website's overall link strength on a scale of 0 to 100.
They're useful for comparing sites and prioritising outreach, but they are not metrics Google uses. Google has its own, undisclosed ways of assessing authority.
How to use these scores sensibly
- Compare your site with competitors, not against an absolute target
- Prioritise relevance over score when evaluating a link opportunity
- Watch trends over time, not single numbers
- Don't buy links because a site has a high score
In practice
When evaluating a link or PR opportunity, ask three questions before looking at any score: is the site relevant to our audience, do real people read it, and would we want the link even if search engines didn't exist? A modest, highly relevant trade publication usually beats a high-scoring generic site.
Common mistakes
- Treating third-party scores as Google metrics
- Buying links to raise scores
- Ignoring relevance in favour of authority
Frequently asked questions
Does a higher domain authority mean better rankings?
It correlates loosely with ranking ability, but it's an estimate, not a cause.
Why do different tools show different scores?
Each uses its own link index and formula.
Should we buy links from high-DA sites?
No. Paid links intended to manipulate rankings violate Google's spam policies.
How do we increase domain authority?
Earn relevant, editorial links through useful content, research and PR.
Does Google use domain authority?
No — it's a third-party metric; Google uses its own signals.
How long does it take to build authority?
Usually months to years of earning quality links and mentions.
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