By Shad Super in Questions —

How Does Google Evaluate Domain Authority, and Is It a Ranking Factor?

Summary

Google does not explicitly use "domain authority" as a direct ranking factor. Instead, it evaluates websites based on a variety of signals, including content relevance, quality, and several other technical and trust-related factors. Here, we provide an in-depth exploration of how Google evaluates websites and clarify the role of perceived "domain authority."

Understanding Domain Authority

What Is Domain Authority?

Domain Authority (DA) is a metric created by Moz to predict how well a website will rank on search engine result pages (SERPs). It is not a Google ranking factor. The score ranges from 1 to 100, with higher scores indicating a greater ability to rank. It's calculated using a machine learning model that compares numerous factors, including linking root domains and the number of total links [Moz, 2023].

Google's Perspective on Domain Authority

Google's Ranking Factors

Google uses hundreds of signals to rank pages, including keyword relevance, content quality, backlinks, mobile-friendliness, and page speed. Notably, Google has confirmed that it doesn't utilize any single "domain authority" metric as a ranking factor [Search Engine Journal, 2020].

E-A-T: Expertise, Authoritativeness, Trustworthiness

Instead of a domain authority score, Google assesses sites using E-A-T criteria, focusing on the expertise, authoritativeness, and trustworthiness of a site’s content. This is particularly emphasized in Google's Search Quality Evaluator Guidelines [Google Search Central, 2023].

How Google Evaluates Websites

While Google doesn't use domain authority, backlinks are still a critical factor. Google evaluates the quality and relevance of backlinks, rather than just quantity. Quality backlinks from reputable sites can signify that your site is trustworthy [Google Link Guidelines, 2023].

Content Quality

Google's algorithms favor content that is comprehensive, relevant, and up-to-date. Engaging and informative content that meets user intent can significantly impact search rankings [Google Content Guidelines, 2023].

User Experience

Google considers user experience signals, such as mobile-friendliness, page load speed, and site navigation, as part of its ranking algorithms. The better the user experience, the more likely a site will perform well in search rankings [Web Vitals, 2023].

Conclusion

Google's evaluation of a website involves a complex interplay of various factors, but "domain authority" as coined by third-party tools is not one of them. Understanding and optimizing for Google’s actual ranking factors, including E-A-T, backlink quality, and user experience, can help improve your site's search performance.

References