Domain Authority – Definition

Cite this article as:"Domain Authority – Definition," in The Business Professor, updated November 23, 2018, last accessed November 26, 2020,


Domain Authority Definition

Domain Authority is a metric to predict a website’s ranking on search engine results pages. It rates a website on a scale of 1 to 100, where 1 is the worst and 100 is the best.

A Little More on What is Domain Authority

Moz, an SEO consulting and research company introduced this measurement system to estimate the rankings of the websites of search engine results pages. It takes multiple factors into consideration while calculating the domain authority including linking root domains and the number of total links. They claim this score is useful for comparing websites and tracking the ranking strength of a website over the years.According to this measurement system, the sites with a large number of high-quality external links are at the top of the scale and the small companies and websites with less inbound links perform poorly. Websites start with a score of one on the scale in the beginning.It is important for a website to maintain a score higher than its competitors in order to remain on the top of the search engine results page. As it is a comparative tool there is no absolute good or bad score in domain authority.However, Google, the largest search engine in the world insists they do not use any metrics to rank pages. They have made it clear over and over again that they do not depend on domain authority or any such measurement tools while ranking the pages on their results page. They claim to assess a website in its totality.As the process of PageRank is highly secretive, the domain authority metric is widely used by businesses to evaluate their domain strength.

References for Domain Authority

Academic Research on Domain Authority

Organizing for innovation, Chesbrough, H. W., & Teece, D. J. (1996). Harvard business review74(1), 65-73. This article demonstrates the pros and cons of vertical intergration vs outsourcing and virtual integration as it relates to companies operating on an international scale. Presented as a PowerPoint-style presentation, this information employs classic business and economic principles with case study examples.

Search engine optimization: Comparison of link building and social sharing, Zhang, S., & Cabage, N. (2017). Journal of Computer Information Systems57(2), 148-159. This article presents an anylitical approach to finding the benefits of search engine optimization (SEO) strategies. The authors used Google analytics to compare site traffic, search ranks, and ad revenue before and after the implementation of SEO on three similar websites. They find that using SEO is most beneficial when it’s applied to a link-buuilding approach.

Identifying Webpage Semantics for Search Engine Optimization., Mavridis, T., & Symeonidis, A. L. (2012). In WEBIST (Vol. 2012, pp. 272-275).

Does SEO Matter? Increasing Classroom Blog Visibility through Search Engine Optimization, Zhang, S., & Cabage, N. (2013, January). In System Sciences (HICSS), 2013 46th Hawaii International Conference on (pp. 1610-1619). IEEE. This paper offers empirical evidence as the benefit of using search engine optimization (SEO) practices to increase the visibility of classroom blogs. An SEO approach is proposed and designed to motivate learning and help foster engagement in an interactive environment.

Routing Architecture of Next-Generation Internet (RANGI), Xu, X., & Lu, M. (2014). In Solutions for Sustaining Scalability in Internet Growth (pp. 83-97). IGI Global. This article provides an overview of the next generation of identifier/locator split architecture, referred to as Routing Architecture for the Next Generation Internet (RANGI). This technology deals with routing scalability issues. The article is presented in a comprehensive and technical manner.

Critical Success Factor in Monetizing Blog, Rizky, A., & Pardamean, B. (2016). TELKOMNIKA (Telecommunication Computing Electronics and Control)14(2), 757-761. This article takes an empirical approach to determining the success in monetizing a blog. Four identified factors – traffic, search engine optimization (SEO), post frequencies, and media usage – are analysed using anaylitics from a sample of 30 blogs. The findings show that each blog benefitted from the implementation of these critical factors, and that SEO was shown to be the most essential of these factors.

Is Data Quality an Influential Factor on Web Portals’ Visibility?, Saberi, S., & Mohd, M. (2013). Procedia Technology11, 834-839. This case study reviews a dataset of 44 web portals, analyzing them for data quality and comparing that information against their visibility on search engines. The findings showed that the portals with the highest quality data weren’t always the most visible, suggesting that the search engines do not essential correlate website quality with visibility.

Design and evaluation of a socially enhanced classroom blog to promote student learning in higher education, Zhang, X. (2012). This article shows why social learning is important in classrooms, and how this social technologies can be leveraged to improve learning. A case study shows how to design, test, and implement a socially enhanced classroom blog. The results of this study show positive correlations between socially enhanced blogs and student learning.

Internet Marketing: Comparative Analysis of Search Engine Optimization Applications on various Parameters, Mistry, P., Mistry, D., & Sheth, J. (2013). National Journal of System and Information Technology6(1), 79. This paper offers a comparative study of various tools that can be used towards search engine optimization (SEO). With search engines becoming the primary generators of internet traffic, SEO skills are essential. Several SEO tools are examined and explained.

Can You See Me Now? Design SEO-friendly Classroom Blogs for Reaching Valuable Public, Zhang, X. S. (2012, April). In 2012 Ninth International Conference on Information Technology-New Generations (pp. 852-853). IEEE. This article proposes that moving classroom blogs into the public space can be a valuable tool for educators. A design that’s search-engine-optimization (SEO) friendly is proposed. The author shows how an educator can design and implement a classroom blog for higher education.

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