When you started in natural referencing, you probably heard about the authority of your site. The authority of a site is cardinal in SEO because it is a way of knowing if it has a chance of being well positioned on the SERPs. Even a constantly improving site will have little hope of appearing on the first page of Google if it does not have enough authority.
But, concretely what is the authority of a site, and how to improve it to hope to remain in the small papers of Google. We explain everything to you in this article.
What is Domain Authority (DA)?
The natural referencing of a site is not enough to ensure it has a good place on the SERPs. For a site to be correctly positioned, it must indeed have enough domain authority (or DA).
The only way to know if your site is likely to rank well is to rely on domain authority. Domain authority is actually a score and progress indicator that helps gauge the strength of your website. In the field of natural referencing, domain authority corresponds to the trust that Google grants to your site.
To position a site well, Google takes into account several factors. It analyzes the overall content of the site, namely: the date of publication of the content, the age of the site, the quality of the content, the structure of the site, the backlinks, the number of branded requests, etc. As you will have understood, Google’s trust criteria are based on the main elements that an SEO consultant will suggest you work on to improve the positioning of your site.
A site that has good domain authority also increases the value of its backlinks. The more authority a site has, the more it is able to pass on that authority. Sites that benefit from a high domain authority, therefore, exert a direct influence on the netlinking strategies of SEO agencies.
What is Moz Authority?
Domain authority is also a metric originally implemented by Moz. This is a scale from 0 to 100 whose results are obtained through a calculation that takes into account the method used by Google to rank sites on the SERPs.
To calculate this scale, Moz uses 40 different criteria. These criteria include, for example:
- The quality of the content.
- The structure of the site.
- The number of incoming links and their quality.
- The popularity of the site on social networks.
- Compliance with good natural referencing practices.
We know that there are about forty criteria, Moz has however chosen not to reveal all of them. It is also unclear how Google calculates the authority of a site.
To know the domain authority of your site, you just need to install the Link Explorer tool offered by Moz. A result between 0 and 100 will then be displayed. Do not expect to reach a score of 100, only sites like Wikipedia or Facebook reach this peak. Know that an authority of 50 can be considered strong on Google. The figures remain relative and must be compared to the results of other sites that position themselves in the same domains.
Also note: this metric is logarithmic, the higher your score, the longer it will take you to increase it later.
Do not confuse domain authority with page authority
Page authority only measures the performance of a page on a site.
A site may have low domain authority but high domain authority. A single page can easily be worked on: all you need to do is create quality content and choose good-quality external links.
The higher the number of high-authority pages, the more likely the site is to improve its domain authority. However, it is about thinking globally and improving all the pages of a website. Indeed, when it comes to SEO, a few quality pages will not be enough to elevate a site on the SERPs.
How to improve domain authority?
Backlinks (inbound links) are among the most important criteria for improving domain authority. It is therefore necessary to plan a good strategy for link profiles by opting in particular for backlinks with high authority and dealing with the same theme as your site. The amount of inbound links is also taken into account by Moz.
You will also need to optimize all the pages of your website. On each page, you will need to apply the basics of SEO: optimization of titles and meta-descriptions, structuring of content, relevant and naturally handled keywords, work on URL structures, internal linking, constantly updating content, etc.
The technical aspect of a site should not be neglected either. For example, this will involve testing your robots.txt file to ensure that Google is able to crawl your site. The latter must also be secured via an SSL certificate (https). Also, note that your site must be suitable for reading on mobile.
Domain authority is an important part of an SEO strategy. It is indeed intrinsically linked to all the actions that you will have to put in place to improve your positioning on the SERPs.