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Home / Glossary / SEO

What is domain authority?

Domain authority is a third party score, popularized by Moz and copied by other tools, that estimates how strong a site's backlink profile is on a scale of one to one hundred.

It is important to be clear about what this is. Domain authority is a vendor metric, not a Google ranking factor, and Google has said it does not use any overall site authority score of this kind. Each tool calculates its own version from its own crawl of the web, which is why the same site can score differently across tools. The scores are logarithmic, so moving from twenty to thirty is far easier than from sixty to seventy. Used carefully, they are a rough way to compare link profiles. Used as a target, they waste money.

For a contractor or clinic, the useful application is comparative. If every site ranking for your main term has a far stronger link profile than yours, that tells you the term is a long project and your effort is better spent on local and long-tail queries you can win now. If the scores are similar, the gap is probably content or local signals instead. What you should not do is buy links to move a vendor number, or let an agency report it as if it were proof of progress. Calls and booked jobs are the measure.

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