What is Domain Authority?
Domain Authority (DA) is a score from 1 to 100, created by Moz, that predicts how likely a website is to rank in search results compared with other sites. It is calculated mainly from the number and quality of linking root domains. DA is not used by Google; it is a third-party comparison metric.
- Last updated 14 October 2026
- Created by Moz, scored 1–100
- Logarithmic: 20 to 30 is easier than 70 to 80
- Based mainly on linking root domains
- Not used by Google for ranking
In one line
Domain Authority in one line
Domain Authority is Moz’s estimate of how strong a website’s link profile is, useful for comparing sites but not a Google ranking factor.
How it works
How Domain Authority is calculated
- Links Count linking domainsMoz looks at how many unique websites link to yours and how strong they are.
- Model Machine learningA model compares your link profile with sites that rank well in Google.
- Score 1 to 100The output is a logarithmic score, so each point is harder to gain as you go higher.
- Update Changes over timeScores move as you and other sites gain or lose links, and when Moz updates its index.
Example
A Domain Authority example
A new Kolkata interior design studio has a DA of 8, while established competitors sit between 25 and 35. That gap explains why competitors rank for broad terms like “interior designer in Kolkata” while the studio does not yet. The studio can still win now with specific local pages and Google Business Profile work, while it earns links from design publications, supplier sites and local press to close the gap over time.
Why it matters
Why Domain Authority matters
Benchmarking
DA is a quick way to compare your link strength with competitors.
Prospecting
It helps shortlist sites for outreach and partnerships.
Tracking
A rising DA usually reflects a healthier link profile over time.
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What is good
What is a good Domain Authority?
There is no universal good score, because DA is relative. A local business competing with other local businesses might do well with a DA of 15–25, while national publishers often sit above 70. The useful question is how your DA compares with the sites ranking for your target keywords.
As a rough guide: below 20 is common for new or small sites, 20–40 is typical for established small and medium businesses, 40–60 indicates a strong niche authority, and 60+ is usually reserved for major brands and publishers.
Increasing DA
How to increase Domain Authority safely
- Earn links from relevant, trusted sites through useful content, research and PR
- Get listed by industry associations, partners and local organisations
- Reclaim links to broken pages with 301 redirects
- Strengthen internal linking so authority flows to important pages
- Avoid buying links or using link networks, which can harm rankings
Focus on links that real customers might click; DA will follow. See our link building services.
Compared
DA vs DR vs Authority Score
Three similar metrics from different tools.
| Domain Authority (DA) | Domain Rating (DR) | Authority Score (AS) | |
|---|---|---|---|
| Tool | Moz | Ahrefs | Semrush |
| Scale | 1–100 | 0–100 | 0–100 |
| Based on | Linking root domains and link quality, modelled against rankings | Strength of a site’s backlink profile | Backlinks, organic traffic and spam signals |
| Used by Google? | No | No | No |
| Best use | Comparing sites in Moz | Comparing link strength in Ahrefs | Overall domain strength in Semrush |
Checklist
How to use DA wisely
- Compare your DA with the sites ranking for your keywords
- Use the same tool when comparing sites
- Track the trend over months, not daily changes
- Look at linking domains and relevance, not just the score
- Never buy links to raise DA
Limits
The limits of Domain Authority
DA is useful for quick comparisons, but it has blind spots. It does not measure content quality, relevance to a specific keyword, local signals or how well a page answers a query. A small local business with a DA of 15 can outrank a site with a DA of 60 for a local search because Google weighs proximity, reviews and relevance.
DA can also be inflated by large numbers of low-quality links. Always check who is linking, not just the score.
Page Authority
Domain Authority vs Page Authority
Page Authority (PA), also from Moz, predicts how well a single page might rank, based on the links pointing to that page. A site with a modest DA can still have individual pages with strong PA if they attract links, such as a popular guide or a research report. When planning content and internal links, PA helps you identify which pages have the most authority to pass on.
Related terms
Related terms and next steps
FAQs
Domain Authority: frequently asked questions
Straight answers to common questions.
Does Google use Domain Authority?
Why did my DA drop?
How long does it take to increase DA?
Is DA the same as Page Authority?
Is a higher DA always better?
What DA do I need to rank on page one?
Next step
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