Jargon Buster – Domain Authority.


Jargon Buster – Domain Authority.

Jargon Buster – Domain Authority.


From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.


In today’s world, terms and phrases come and go. So, it’s easy to miss some if you’re not kept in the loop daily. So, whilst we’re on the topic of understanding terms and phrases, I’d like to bring up domain authority.

Understanding the term domain authority is crucial to succeeding in the world of digital marketing. Ask yourself how much you know about domain authority. If your answer is anything but ‘I know everything about it’, then you’re in the right place.

Welcome to YMG’s Jargon Buster, where today we will be talking about domain authority. What it is, how to calculate yours, how to improve yours, and more.


What is Domain Authority?

Often shortened to simply D.A. for convenience, domain authority is a ranking score that predicts how well your website or domain will rank on search engine result pages. Search engine result pages is also often shortened, this time to SERP.

Developed by MOZ, every website’s domain authority will range between 1 and 100. With 1 being terrible, and 100 being the best it can possibly be.

Once upon a time, PageRank was the most important metric of a website’s relevance and quality. In recent years, this has become less of a priority for search engines such as Google and Yahoo. With domain authority taking the top spot for measuring website relevance, importance, and quality.


How Does Domain Authority Work?

Domain authority is vastly more in-depth than PageRank.

Taking over 40 factors into account, domain authority dives deep into your website to give the most accurate results. Search engine placement is a huge factor in succeeding for only businesses. So, it’s no surprise that domain authority investigates factors such as:


Both the quality and volume of incoming and outgoing links are checked. If spam websites or untrustworthy sources are linked to your website, this will give you a low domain authority. Equally, if you have very few incoming and outgoing links, this will also give you a low score. However, it’s better to have a small number of links to various valuable websites over a large number of links with smaller websites.

Domain Age & Information.

The longer a website or domain has been active, the better it will score with domain authority. This is because it’s seen as more trustworthy – providing it has not been untrustworthy in the past. Sadly, bar from buying an older website and re-designing it for your business, this isn’t something that can be affected directly. It simply means that, over time, your website should score better than newer ones.

Your domain’s registration will also affect your domain authority. If you own multiple websites, and one or more are considered untrustworthy or spammy, your other sites can be negatively affected. Equally, if your other websites have a high score, it can positively affect your other websites.


Regular factors such as return visitors, time spent on each page, and bounce rate will affect your domain authority. High bounce rates and low engagement will result in low domain authority.

Servers and Website Quality.

Broken links, long loading times, code errors, and uptime all contribute to your domain authority in a negative way.

Distribution and Time.

The volume of content distribution and the volume of traffic over time. When websites or content experience a sudden spike of traffic, it will be as a result of one of two things. Either the page or content has gone viral – which is good. Or, somebody has paid a third-party website to flood the website or content with traffic. If domain authority discovers that it’s the latter, it will negatively affect your score.

These are not the only factors that affect your domain authority. However, they are some of the more important factors that will affect your score. Ensuring that these are kept in check and are implemented correctly, your domain authority should be on the positive side.


What Should My Domain Authority Be?

There is not a universally ‘good’ domain authority score. This is because, as of the time of publishing, there are different scores that are considered ‘good’ depending on your industry.

For example, media and publishing websites hit a score of around 85/100. Whereas businesses in the property and real estate industry are expected to hit around 60/woo.

For an in-depth look at the average/expected scores for each industry, check out Crazy Egg.


How Do I Improve My Domain Authority?

Domain authority is logarithmic (yes, that is a real word). Meaning that increasing your score from 60/100 to 70/100 is a lot harder than increasing from 10/100 to 20/100. The long and short of it is that the higher your domain authority, the harder it is to improve it. Whereas, if your score is low, it’s easier to raise the score quickly. However, this isn’t a definite and does depend on several factors.

The best way to improve your domain authority is to build and implement the techniques highlighted above. This can be a long and, sometimes, difficult process. This is why it’s common for businesses to hire the services of a digital marketing agency to improve their website’s domain ranking. This way the business owners can focus on other areas of running a business whilst improving their domain ranking.

To see how else we can improve your online presence, click here.



Your business needs a website, and your website’s domain authority could be what makes or breaks your online success. So, it’s important that your score is as high as possible whilst being earned in an honest and trustworthy way.

Although it may be tempting to improve your domain authority score quickly using dishonest means, your website will be punished when it’s discovered. This punishment of a lower score can be long-term if not permanent.

And yes, it is a case of when not if.

If you want to check out more of YMG’s Jargon Buster series, why not check out lead nurturing or agile marketing? For more blogs by YMG, click here.


YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.

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