Is domain authority or SEO a myth or is it a real thing?
In fact, the answer to the Domain Authority for SEO myth is a bit more complicated than just putting it aside as a ranking factor.
SEO CONSPIRACY S01E02
In this video, we explained why domain authority is total BS, but also how the global structure of a website can suffer from too much weight applied to the homepage.
Watch the video:
What is Domain Authority?
Domain Authority is a metric created by Moz to predict how well a website might perform in search engine rankings. Other tools, like Ahrefs (Domain Rating) and Majestic (Trust Flow), offer similar metrics. These tools analyze links and other factors to generate a score for the entire domain.
But here’s the kicker: Google doesn’t use Domain Authority.
The Core Myth: DA as a Google Ranking Factor
The belief that domain authority directly affects rankings is one of SEO’s longest-standing myths. Here’s why it’s misleading:
- PageRank Works at the Page Level
Google’s original algorithm, PageRank, evaluates individual pages, not domains. While a strong domain can have an overall benefit, each page’s strength is determined by its own link profile and relevance. - DA is a Third-Party Metric
Tools like Moz, Ahrefs, and Majestic created their own interpretations of site authority. These are useful benchmarks but have no direct connection to Google’s algorithm. - Not All Pages Are Created Equal
Even on high-authority domains like BBC or Forbes, individual pages can carry little to no weight if they have no inbound links or relevance.
Why Do People Still Care About Domain Authority?
Despite its lack of direct impact on rankings, DA is popular because:
- It’s easy to understand as a single number.
- It’s a quick metric for assessing link opportunities.
- It gives an approximation of trust and authority.
However, relying solely on DA for SEO strategy can lead to misguided decisions.
The Real Factors That Matter
1. Page-Level Signals
Google evaluates pages, not entire domains. Here’s what matters:
- Inbound links to the page: Quality and relevance of links pointing to a specific page.
- On-page optimization: Content quality, relevance, and structure.
- User signals: Engagement metrics like time on page and bounce rate.
2. Internal Linking
Internal links help distribute authority across your site. However:
- Links in body content carry more context and weight than navigational or footer links.
- Anchor text is crucial for signaling relevance.
Pro Tip: Think of internal linking as connecting clusters of related content to reinforce topical relevance.
3. Homepage Isn’t Everything
The homepage often receives the most links, but it shouldn’t hog all the authority:
- Prioritize your category and product pages in e-commerce.
- Use your homepage strategically for branding and navigation, not as a catch-all for rankings.
The Danger of Overloading the Homepage
A common issue for large sites, especially e-commerce:
- The homepage ranks for unrelated keywords because it accumulates too much authority.
- Important category or product pages get overshadowed.
Solution:
Adopt a one-page-one-keyword strategy to avoid cannibalization and ensure your pages rank for their intended terms.
How to Build True Authority
Forget the obsession with DA. Instead, focus on these core strategies:
1. High-Quality Backlinks
- Seek links from relevant, authoritative sites, not just high-DA domains.
- Context matters: A link embedded in relevant content carries more weight than one in a sidebar.
2. Content Depth and Relevance
- Build content clusters that thoroughly cover your niche.
- Use semantic SEO to address related topics and concepts.
3. Technical Optimization
- Ensure your site is crawlable and fast.
- Use structured data to help Google understand your content.
4. Evergreen Content Strategy
For news sites or blogs, identify content with lasting value (e.g., a famous sports moment like Zidane’s headbutt in 2006). Optimize these pages for longevity and relevance.
Key Takeaways
- Domain Authority is a Third-Party Metric
It’s useful for quick assessments but doesn’t directly influence rankings. - Google Operates at the Page Level
Focus on optimizing individual pages, not just boosting your overall domain. - Internal Linking is Powerful
Use it strategically to pass authority and context to important pages. - Think Beyond DA
Prioritize user experience, content relevance, and technical SEO over chasing arbitrary scores.
The idea of domain authority oversimplifies SEO and distracts from what really matters: creating valuable, relevant content and earning quality links.
To go further, watch now the Domain Authority podcast with Judith Lewis point of view.
Listen to the podcast
