There are many things that can influence how your website ranks on search engine results pages (SERPs). Domain authority is becoming increasingly important to your business and understanding where you stand compared to your competitors. It takes into account various factors and improving it can be a lengthy process. So, what is an authority score, and can better rankings help to boost it?
An authority score is a metric created by a number of SEO tools to measure the overall quality and trustworthiness of a website or domain. Quite a few factors inform the score, so it can take a while to see improvements. Authority scores use a number ranking system from 1-100, with a score of around 80 being considered excellent. Backlinks are extremely important and, in combination with other methods to increase your rankings in SERPS, they should boost your authority score.
Read on to find out more about authority scores and whether better search rankings can help to improve yours.
Authority scores, also known as domain authority, is a metric used in the SEO industry to measure the likelihood of a website ranking in SERPs. It is by far not the only influence on your website’s ranking, but can suggest to your audience that its content is trustworthy and relevant.
Domain authority (DA) is a ranking score developed by online SEO tool Moz, now also used by the likes of SEMRush, to help SEOs and businesses understand how authoritative their site is.
It is not a Google metric and has no effect on SERPs.
However, it is based on Google’s ‘PageRank’ algorithm. It was available to the public, allowing SEOs to manipulate the results. This was removed from the Google toolbar in 2016, which is why Moz created its own ‘authority score’ metric. Although PageRank data is no longer available to the public, many people speculate that Google still uses it to form part of its algorithm. There are rumours that, although a smaller contributor than it may have been previously, PageRank is still one of many signals that influence your domain’s rankings.
Moz explains their DA as being “calculated by evaluating multiple factors” and combining them into one score. This includes aspects such as the total number of links your site has received or the DA score of the sites you link to. As of 2019, DA calculated by Moz has been the result of machine learning algorithms, meaning your score might fluctuate as new data points become available and are taken into account.
Different tools may use a variety of data sources to score your site’s domain authority. For example, SEMRush uses three clear metrics to measure quality scores:
Find out more about the factors that influence authority scores in our blog post “What is Domain Authority and How Can I Increase it?”.
Building a backlink profile is one of the best ways to increase your authority score. The first step is identifying your competition and analysing their backlinks. Find any that are also relevant to your business and this should give you a clear idea of places to find content relevant to your niche. You could even contact these businesses once you’ve produced some high quality content and ask for a collaboration. As long as the content is useful, more websites should want to link to it.
Read our blog post “How Many Backlinks Do I Need to Rank?” to find out more about how to build backlinks and the focus on quality over quantity.
A good domain authority score is typically considered to be between 50 and 60, with scores of around 80 being considered excellent. However, this can vary depending on the industry, competition, and the scores of other websites in the same field. It may be that a lower domain authority score might be considered good for some industries.
For example, if your business is fairly niche and your competitors also have a low domain authority, then you only need to score higher than them. DA is a comparative piece of data and shouldn’t be looked at in an isolated capacity, but next to that of the businesses you’re competing with.
Online tools like SEMRush and Moz can help you check your domain authority score. You can also use these tools to check the scores of your competitors, their backlink profile and which keywords they’re trying to rank for.
Different SEO tools might show different DA scores because of the variety of factors used to inform them. Consistency in your choice of tool will help you track improvements in the long term and find areas for improvement.
Being the original developer of the domain authority score, you might decide to use Moz to gain a bit more insight into how your site’s performing. There are a couple of ways to do this, but here’s the simplest:
Important Note: This free DA checker lets you read three reports per day for free. If you need to access more data, you’ll need a Moz Pro account, where you get unlimited searches.
Here at Wildcat Digital, we use SEMRush to analyse your domain authority and provide you with a journey to improve your online presence. If you’re trying to do this alone, however, the dashboard can be intimidating. So, here’s a step-by-step guide on how to use SEMRush to find your site’s domain authority:
All this data can be difficult to understand and the subscriptions to services like these can get expensive. Why not get in touch with Wildcat Digital and let us help you navigate your authority score?
Yes! Creating high-quality content that ranks well and attracts more organic traffic can improve your website’s domain authority score. Attracting backlinks is also a great way to boost your score, and creating valuable content (which is more likely to be shared by other websites) will help with this.
According to Backlinko, a high level of organic traffic indicates to search engines that your content is both ranking well and meeting quality standards. Highly ranking content is more likely to be seen by other websites and shared as backlinks, thus boosting your domain authority.
There are a number of benefits to increasing your domain authority score. Here are a few of them:
As with most SEO practices, boosting your authority score can be a lengthy process. Interpreting the data can also be difficult, so why not let Wildcat Digital help your business through it? Arrange a free consultation today and transform your website!
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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