What is domain and page authority?
The domain authority (also called “domain authority” or DA) It is the relevance of the domain or web page to the rest of the pages in the world. The higher the authority level, the more Google will rank the pages of this site in the first search results.
The concept of domain authority has its origin in Google PageRank, which assigns a value from 0 to 10 to each page according to the level of trust it deserves according to the criteria of the search engine.
PageRank moves on a logarithmic scale, i.e. going from level 2 to level 3 is 10 times harder than going from level 1 to level 2, and so on. It follows that it is very difficult to reach the top positions of PageRank.
PageRank was once the go-to metric for measuring a page’s authority, but today Google no longer makes it public (although it still takes it into account when ranking results). Instead, we can turn to other tools that display alternate domain authority metrics, as we’ll see in the next section.
On another side, page authority (also called “page authority” or PA) this is a version of the same metric but applied to an individual page and not the entire website. Keep in mind that Google results show individual pages, so this is a very important metric to consider. Additionally, individual pages can target niche keywords that are easier to rank for than generic terms.
As for the factors that decide domain and page authority, although the exact algorithm used by Google is not known, it seems the most important are the inbound links. In other words, domain and page authority is a way to measure off-page SEO.
SEO tools to measure AD and BP
Moz. Moz is the primary “authority” for measuring domain and page authority today, now that PageRank results are no longer published. Moz measures these metrics on a scale of 1 to 100 for accuracy. Moreover, you can freely view DA and PA of any page by installing the MozBar browser extension.
Ahrefs. This tool also has two indicators related to authority: the UR or URL rating, which would be equivalent to the authority of the page, and the DR or domain rating, which would be equivalent to the authority of the cominio.
SEMrush. SEMrush has its own authority metric, the ‘authority score’, which in turn is divided into three scores: the page score (page score, i.e. the PA), the domain score (the domain score or DA) and the trust score.
How to improve your site’s AD and AP
As we have seen, the most important factor in evaluating domain and page authority is the quantity and quality of inbound links. Therefore, we are going to see some recommendations to improve your off-page SEO and thus increase DA and PA:
Define a link building strategy from the start. Sometimes the mistake of focusing exclusively on on-page SEO is made, but it is very important to be strategic when it comes to getting quality inbound links. The higher the authority of the domain that connects you, the better your score will improve. To increase the chances of getting quality links, you will need to promote your website and provide ongoing collaborations.
Don’t forget the internal links. When Google spiders crawl your website, it’s important that all content is accessible and logically connected to each other. Google will take this into account when evaluating your domain authority, as you provide the user with the ability to visit other pages on the site.
Create quality and original content. If you offer content that is really relevant and that is not on any other site, it will be inevitable that you will be linked from other websites. Therefore, your content marketing strategy should be focused on creating original materials that truly outperform your competition.
Collaborate with other websites in your industry. The more related to the web theme that connects you, the more relevant that link will be to Google. Therefore, it is worth spending time networking and looking for opportunities to collaborate with other sites similar to yours, for example via post invitados or post guests.
do periodic audits of your links to check for broken links, 404 errors or links from “toxic” websites that could harm your domain authority.
Finally, a little thought: if you use Moz’s tool to measure AD and AP and compare the first page of Google results, you will sometimes see that the best-positioned page is not the one with the best results. higher DA and PA. And is that while these metrics are very important, they do not take into account the other two key positioning factors, which are content relevance and user experience. Therefore, my recommendation is that you are not obsessed with just improving domain and page authority, but all the factors that can help improve your SEO.