Domain Authority, often shortened to DA, is a proprietary metric created by Moz. It is used to compare domains within Moz's assessment of their relative ranking potential.
It should not be confused with a score issued by Google or a guarantee about the performance of an individual page. Other SEO platforms publish different authority metrics using their own data and methods.
What does the score represent?
The score is a modelled indicator based on Moz's information about websites and their link profiles. It is a comparative research tool rather than a direct statement of business quality.
A domain with a higher score can still have a page that poorly answers a particular search. Relevance, content and the actual competitive context need their own assessment.
Is Domain Authority a Google ranking factor?
Moz's DA score is not a Google ranking factor. Google does not need a third-party software company's rating to operate its search systems.
This matters when reviewing proposals. A promise to raise DA describes movement in a supplier's metric, not a promised increase in qualified enquiries, revenue or search visibility.
How should you compare scores?
Use the same provider, a relevant peer group and a consistent reporting period. Scores from different products are not interchangeable simply because they use similar names.
A specialist local business and a major publisher operate in different contexts. Comparing them without considering audience and search competition may create a misleading target.
Can the score change without a website change?
Third-party metrics depend on the provider's data and model. Changes in the wider dataset or methodology can affect comparative results.
When a score moves, investigate the explanation before attributing it to a recent design or content change. The metric is an observation to interpret, not a complete causal account.
What should matter alongside DA?
Review relevant search visibility, useful landing pages, credible referrals and the outcomes those visits produce. An attractive authority score is of limited value if the website cannot explain its offer.
For smaller businesses, repairing missing service information or an inaccessible page can be more actionable than pursuing an abstract domain target.
How should a business use it?
Treat DA as one research signal. It can help organise competitive investigation, but it should not replace inspection of the actual pages and queries involved.
Ask a supplier to explain what a proposed action improves for readers and the business. A stronger content resource, a repaired link and an artificial score-building exercise are materially different pieces of work.
Further reading
For reference, see the supporting documentation. Explore related explanations of Backlink, Search engine optimisation, Keyword research.
A practical example
Illustrative example: a business compares its domain with three relevant competitors using the same tool. It then inspects the service pages and search queries behind the comparison. The score helps frame the research, while page quality and suitable enquiries guide the work.
Why it matters
Understanding third-party authority metrics prevents a convenient reporting number from becoming a substitute for useful SEO and commercial evidence.
