By Shad Super in Questions —

How Does Google's Understanding of Domain Authority Differ From Third-Party Metrics Like Moz's Domain Authority (DA)?

SEO questions answered — tips and best practices

Summary

Google does not use a specific "Domain Authority" metric like third-party tools such as Moz. Google evaluates websites using a variety of signals related to authority, relevance, and trustworthiness in its ranking algorithms. Third-party metrics like Moz's Domain Authority (DA) are proxies created to estimate how search engines might evaluate a domain's ability to rank.

Google's Approach to Domain Authority

PageRank and Authority Signals

Google's original algorithm, PageRank, focuses on the quality and quantity of links pointing to a page. While PageRank is still a part of Google's algorithm, the company now uses hundreds of ranking signals, including content quality, user experience, and mobile-friendliness [Google Webmasters, 2011].

Trust and Relevance

Google's search algorithms evaluate websites based on their trustworthiness and relevance to a user's query. This includes evaluating factors such as E-A-T (Expertise, Authoritativeness, and Trustworthiness) as part of its quality guidelines [SEO Starter Guide, 2023].

User Experience and Performance

Google also considers user experience metrics like mobile-friendliness, page speed, and security (HTTPS) as part of its ranking factors. These metrics aim to ensure users have a positive experience when visiting a page [Web Vitals, 2023].

Third-Party Metrics: Moz's Domain Authority (DA)

Definition and Purpose

Domain Authority (DA) by Moz is a metric that predicts the likelihood of a domain ranking in search engine results. It is calculated using a machine learning model that evaluates link profiles, among other factors, to give a score ranging from 1 to 100 [Moz, 2023].

Calculation Methodology

Moz's DA uses a proprietary algorithm that looks at link count and quality, domain age, and other factors to simulate Google's ranking factors. It is a comparative metric intended for use in assessing the relative strength of a domain compared to others in the market [Moz Blog, 2021].

Differences from Google's Approach

While Moz's DA is a useful benchmark for SEO professionals, it is not used by Google directly. Google's algorithm is more complex and considers a broader range of signals, including those that third-party tools cannot measure accurately [Google Blog, 2019].

Examples and Implications

Example of DA in Practice

A website with a high DA score might rank well in Google, but not necessarily due to the DA metric itself. Instead, it is likely that the site has a strong backlink profile, quality content, and good user experience—factors that Google does consider [Ahrefs Blog, 2023].

Implications for SEO Strategy

SEO professionals should use DA as a guide, not as an absolute indicator of performance. Focusing on creating high-quality content, building authoritative links, and enhancing user experience aligns more closely with Google's actual ranking criteria [Backlinko, 2023].

Conclusion

While Moz's Domain Authority provides valuable insights for SEO professionals, it should be used alongside a comprehensive understanding of Google's various ranking factors. A holistic approach to website optimization will yield better results in achieving higher search engine rankings. Want to improve your internal link structure? Try Linkbot's free internal link grader to analyze and fix your site's link architecture.

References