You might be familiar with the basic tenets of SEO: create valuable content, conduct keyword research, optimise meta descriptions, and so on.
Today, I want to talk about another critical driver that informs your SEO success — a metric that evaluates the strength and authority of your website yet is often overlooked: Domain Authority (DA).
Improve your Domain Authority, and you’ll improve your search rankings, increase organic traffic, and establish greater trust within your industry. Sound enticing? Good. Here’s what you need to know:
What is Domain Authority?
Domain Authority (DA) is a search engine ranking score developed by Moz to predict how a website will rank on search engine result pages (SERPs) within a competitive landscape.
Your DA will range from 1 to 100, with higher numbers indicating a greater likelihood of ranking well. Moz determines the score based on a variety of factors, some of which include:
- Domain age
- Overall website performance
- Quality of published content
- Quantity of high-quality backlinks pointing to the website
It’s important to note that a higher DA doesn’t influence SEO directly. However, DA is an excellent comparative metric to better understand SEO applications, including (1) your website in relation to your competitors’ sites and (2) your ability to rank for competitive search terms.
What’s the difference between domain authority vs page authority (PA)?
DA measures the overall strength and authority of a website, while PA focuses on the authority and strength of a specific page on that website. Both metrics are important for improving your website's search engine rankings and visibility and can be used to develop effective SEO strategies.
How to improve your Domain Authority
As mentioned, Moz calculates Domain Authority based on how a website compares to others. So, even if you improve your website’s link profile, you might not see DA improvements if every other website improves its health and backlinks, too.
Moz explains it using the example of air quality. Here’s the gist:
Let’s say Singapore ranked #1 for having the best air quality in 2020. In 2021, they improved their air quality even more. Does this mean they will remain at the top of the list? Not necessarily…
What if other countries like Denmark also improved their air quality, or if New Zealand, which was not ranked in 2020, joined the rating system in 2021 with very high air quality?
Can you see the conundrum?
Because these air quality rankings are based on a scale, if the scale changes, so can a country’s order, regardless of their efforts. The same idea applies to Domain Authority.
All that said…
Generally speaking, if you improve the number of high-quality backlinks pointed to your website, you’ll improve your SERPs, too. That’s because white-hat link building is a reliable signal to search engines that you are a trustworthy website with exceptional content — all very good things.
Now I’m going to show you how to improve your backlink portfolio — even if you don’t have an entire content marketing team to support your efforts.
Build quality backlinks with these four simple tips:
These four techniques will help you build quality backlinks so you can positively influence your Domain Authority and SEO.
Note: Before embarking on any link-building efforts, you must identify and understand your target audience: their needs, interests, and pain points. Nail this step, and you’ll increase the likelihood of readers sharing and linking to your content.
1. Create high-quality content
Content marketing is the backbone of any successful SEO strategy. To build links, you must create high-quality content to which other websites want to link. Simple as that.
Link-building benefits are just one aspect of a robust content marketing strategy.
Provide insanely valuable and relevant content to your target audience, and you’ll become a thought leader in your field — you’ll build a personal brand that accelerates sales growth and stands the test of digital transformation.
Here’s what I want you to remember:
If you want to cut through the clutter and connect with your prospects to create lifeline champions of your brand (and improve your DA in the process), you must get in the content game.
2. Write guest articles
Make a list of relevant websites and online communities within your niche where you can build backlinks and promote your content effectively. Consider brand collaborations, interviews, and podcasts, too.
Then, conduct quality blogger outreach and build connections. Be genuine. Once you’ve established a relationship, ask to contribute a guest article.
Writing quality guest posts allows you to reach a new audience, increase brand awareness, and generate high-quality backlinks. Just ensure you craft well-written articles. This is your opportunity to expand your network — no one wants drivel on their site.
3. Fix broken links
Broken links are a hassle, but fixing them requires time and effort that most business owners don’t have. This is where you come in…
Find broken links on other websites within your niche, then offer to replace these links with your own high-quality content.
The other website no longer has a broken link to an outdated resource that doesn’t work, and you get a great backlink to your site. It’s a clear win-win.
Note: When in doubt, outsource link building and get back to what you do best: running your business.
4. Use social media
Content marketing doesn’t stop the moment you hit ‘publish.’ A winning DA-building strategy includes a clear distribution plan. So, give your content a boost. Share it on social platforms where your audience already spends time.
Consider your Facebook groups marketing, too. (Remember, if you want to build your business, you’ve got to build a community around your brand. Facebook group is one potent way to do precisely that.)
Don’t spam your followers with promotional junk. Do share relevant, valuable content that guides your customer on their buyer’s journey.
Here’s the thing:
Improving your Domain Authority is not an exact science. That said, if you follow the tips outlined in this article, you’ll build your backlinks and likely impact your SEO, too.
More importantly, you’ll position yourself as an expert while crafting meaningful and relevant content for your audience — and those are benefits that far outweigh any ranking number.