How Domain and Page Authority Can Boost Your Marketing Strategy
Published: February 20, 2019
Domain and Page Authority are terms more often used by marketing professionals and search engine optimization (SEO) gurus than the typical business owner, however understanding this unique marketing metric can make it easy to see where your website’s SEO stands.
Domain and Page Authority are two metrics developed by Moz to calculate the “PageRank” section of Google’s algorithm. PageRank is the measurement Google assigns to each webpage within a website based on popularity and importance. Google uses this score to determine what order it ranks webpages when someone searches for a specific query in Google’s search bar.
So, why does this matter to you, right?
Well, similar to all of the other metrics Google calculates, PageRank is a closely guarded secret meaning as business owners we will never actually know what our PageRank is. With that said, the wizards of technical marketing at Moz have come up with a tool to help us get an estimate of how our websites rank on Google – Domain & Page Authority.
Domain Authority is essentially how much authority your website has on the internet based on several factors including popularity and importance of content. A websites Domain Authority metric is based on a scale between 0 and 100. You can check your website’s Domain Authority [here].
For the average business owner, it can be difficult to understand what a good Domain Authority is. The fact is, if you are a small business and don’t ever plan to become a national company then your Domain Authority will only ever get so high. When conducting website analysis, I consider a Domain Authority that is between 20 and 40 to be considerably good. Any website with a Domain Authority higher than 40, is considered excellent.
Domain Authority does not rise instantaneously, meaning the longer your website is live the more likely your Domain Authority ranks higher. On the other hand, if you are looking to give your website a boost then there are some options for you to try:
- Links - Getting other websites to link to your is a best way to build Domain Authority fast, however it can also be the most difficult task to achieve. It’s important that the links are of high-quality, meaning the website that is linking to you has a higher Domain Authority than you. I don’t recommend “purchasing” links to achieve this, as most purchased links are of low quality.
- Content - A great way to increase your websites Domain Authority is to create lots of high-quality content for users to find you. For eCommerce websites, this can be maximizing your product description potential, and for non-eCommerce websites it’s starting a maintaining an active blog.
- Patience - As I mentioned before, Domain Authority is not based on how much money you spend on advertisement each day, and it’s not solely based on how beautiful your website is. Ultimately, achieving high Domain Authority takes time and a consistent [SEO Strategy].
Page Authority, similar to Domain Authority is a metric used to determine how much authority an individual page in your website is worth, after all when someone submits a query into the Google search bar, the link on the results pages are individual pages within larger websites. In many cases the home page (www.example.com) of a website has the most page authority, however for bloggers, an individual well-written blog could have more authority than the websites home page.
Like Domain Authority, Page Authority is based on a scale of 0 to 100 and the score is based on the importance and popularity of the individual page. Unlike Domain Authority, a website can have more than one Page Authority score because each page is rated on its own merits. With that said, most of the time an individual Page Authority score will be less than the websites Domain Authority.
When conducting website analysis, I consider a Page Authority that is between 20 and 40 to be considerably good - higher than 40 to be excellent. You can check the Page Authority of an individual web-page [here].
Page Authority does not rise instantaneously, and the more quality that is put into a web-page, the more likely it is to rank higher, faster. On the other hand, if you are looking to give your website a boost then there are some options for you to try:
- Build Your Website Right The First Time - Whether you outsource your website design and development to a third-party or build it yourself, ensure that your website is built with all of Google’s 200 SEO best practices in mind. This means avoiding template websites, including all necessary header, meta and title tags, making your website mobile friendly and ensuring your website loads in less than 1 second.
- Have an SEO Strategy - Whether you make a simple self-run strategy or outsource it, make sure you have a strategy to grow your website’s authority. This includes content creation schedule, link building, frequent website tests to make sure links are active and removing or fixing broken code when necessary.
- Content - Content and links are incredibly important to the growth of a website, so much so that I want to reemphasized the importance. Creating and maintaining an active blog is vital to website growth, however the content on the website must be detailed, easy-to-understand, written at a 7th grade reading level and be unique to your website. If Google sees that you copy-and-pasted an article from another website, chances are they will penalize you for plagiarism.
Domain & Page Authority are not the end all when determining if a website is optimized, SEO friendly or mobile compatible. However, understanding today how Google views the importance of your website can help you develop a strategy to growing your online authority. Making meaningful adjustments and vigilant monitoring can help take your Domain & Page Authority score to the next level!