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A Simple Guide to the Complex World of Domain Authority


Identifying what Google and other search engines use to rank and prioritize websites can seem rather mysterious. After all, it changes by the day, month, week — and even sometimes by the hour. Google in particular is regularly updating its algorithms with one goal in mind: give searchers what they want.

But how can online marketers understand these updates and respond to them?

One firm, Moz, has been hard at work developing and updating a tool to do just this for years. This tool is called Domain Authority.

To be clear, Domain Authority doesn’t replicate search engine algorithms and isn’t directly linked to search engines in any way. But it does gather, cultivate and weigh learnings from Search Engine Optimization (SEO) professionals. It then uses these learnings in test searches intended to identify which factors have the biggest influence on rankings and search engine presence. The tool’s developers then categorize these factors to identify those that have the most influence on search engine presence. These findings drive the Domain Authority tool.

2015’s Top Domain Authority Influencers

Based on learnings from the Domain Authority tool, the following factors are expected to continue to be major influencers of search engine presence.

  • Website structure: navigation, layout of content, media enrichment

  • Link quality and trust: the quality of the websites that link to your site ultimately impacts the amount of trust search engines have in your website
  • Content quality: the semantic relevance of your content impacts its perceived quality

Stay tuned for upcoming blogs on updating your link strategy, what makes content “quality” and the basics of Conversion Rate Optimization (CRO).