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How do I build authority for my website?



March 12, 2021

Authority – According to Wikipedia, the term has the same meaning as power. In a political and social context, authority is the power that a person possesses and practices over others.

But what does the term ‘authority’ mean in the digital world? And what’s the connection between Wikipedia and online authority? 

You’ve probably heard of ‘website authority’, ‘page authority’, or ‘domain authority’ (DA), while searching for SEO ranking factors. 

A website with domain authority is a site that provides trusted, reliable information to online searchers. An authoritative website makes its visitors happy because it offers them the knowledge, instructions, or other details they’re looking for about a particular niche or topic.

Now, why is Wikipedia one of the websites with the highest domain authority in the world? Virtually every internet user has used Wikipedia at least once to find information about various words, people, places, objects, and so on and so forth. Most of us respect Wikipedia and treat it as a “go-to” site for many of our queries.

In the same way that users like Wikipedia, Google appreciates web pages with rich content and links to other relevant and valuable online resources. It’s important for the search engine giant to satisfy users’ needs and answer their questions, and that’s what ‘authority websites’ are all about. 

Domain Authority as part of ‘E-A-T’ 

The abbreviation ‘EAT’, which stands for expertise, authoritativeness, and trustworthiness, is one of the factors that drive organic traffic to a website, and is one of the most discussed topics among the SEO community. 

SEO software companies, such as Moz and SEMrush, have developed toolkits, backed by machine learning, that can calculate the domain authority score of web links. 

But, having a high DA score on its own will not bring your website to the top of Google search results pages (SERPs).

Let’s dive into the most popular FAQs about website/domain authority and 6 tips on how to improve your domain authority!

What is Domain Authority and why is it important?

Domain authority goes hand in hand with content and backlinks from authoritative and relevant websites.

First off, let’s talk about content. A website that produces valuable, relevant and trusted content on a specific topic or niche can boost its DA.

Time plays a very important role here. A brand new science-specialised bookshop will struggle to compete for similar keywords against big, trusted bookstore chains with a long history, like Foyles.

They will need time and a great source of valuable, relevant content for a domain authority to increase.

Google says that it doesn’t consider domain authority as a ranking factor. Even so, a website with high DA can drive more organic traffic than a site with low DA even if they were equal on every other ranking factor.

Websites with a low domain authority can still rank high on Google, though this is partly because there is not much competition in their industry or location. There are much more important factors that can affect your rankings, such as on-page and off-page SEO – both of which can have a positive impact on your DA too.

SEO software companies which have developed tools to help website owners to calculate their DA, consider the following factors listed below:

  • Quality of content
  • Popularity of the website on social media (social signals)
  • General SEO performance
  • Number of backlinks (= links that point to your website)
  • Quality and relevance of backlinks
  • Number of internal links (= links that point to another piece of content on your own website)
  • User experience – is it easy for the user to navigate around?

Even if you have just debuted a new website, you should keep track of the DA of the web pages that you link to through your own content, such as your blog posts. The more links you include from websites with high DA in your content, the more votes of confidence you’ll get – both from online visitors and Google search engine!

What is a good domain authority score?

Domain authority scores can range from 1 to 100. The higher the score, the more trusted your website is considered to be.

If you’ve launched a brand new website, its DA would be 1. 

Generally speaking, A DA over 60 is excellent. DA that ranges between 50 – 60 is said to be good. A DA ranging between 40 – 50 is considered average.

Some SEO experts argue that there is no perfect score for a DA as it’s a comparative metric. That means it’s a number that can only be effectively calculated against your direct online competitors. 

But who are your competitors? If you own a local clothing store, then you can’t compete with Zara. Your online competitors are businesses of similar size and scale to yours, along with companies that rank for the same keywords you do.


What is page authority (PA)?

Page authority (PA) is a score used to predict the value of a single page on your website, or else, how well a particular page ranks on SERPs.

If your website has many pages with high PA, that means it has a higher DA too.

Similar to DA, the PA score ranges from 1 to 100.

DA and PA scores can fluctuate from time to time as SEO software companies which have developed these toolkits do update their score algorithms quite often.

How do I increase my domain authority score?

There are 6 tips to follow if you want to increase your DA and PA scores:

  1. Write valuable content to get backlinks
  2. Get rid of dodgy links
  3. ‘Give-and-take’ of guest posts
  4. Be a podcast guest
  5. Promote your content on social media
  6. Get help from blogger – influencers

Let’s deep dive into each of them.

1. Write valuable content to get backlinks

Creating valuable content that generates industry expertise and fresh knowledge is not an easy task. 

But if you’re trying to build up your domain or page authority, writing quality content is a great asset to invest in.

Make sure you use relevant keywords in each piece of content you include on your website. If it’s easy for Google to understand what your pages are about, your visibility increases, driving up organic traffic too.

There are certain types of content that can work as an avenue for your website more shares and backlinks:

  • Content that offers practical insights, such as “how-to” articles and posts
  • New data coming from original qualitative or quantitative research on a particular niche
  • Opinion articles triggered by a trending topic
  • Posts with helpful tips & tricks and images on a specific topic

Two questions to ask yourself while you’re writing content for your website:

  • Is it useful and relevant?
  • Is it easy to read?
2. Get rid of dodgy links

Moz and SEMrush have developed tools that spot toxic links related to your website. 

If you’re not happy with your backlinks, you can use tools available online for finding out ‘spammy’ links from other websites pointing to your own site.

Google also provides the disavow tool for this very purpose. However, the search engine giant suggests that you should be careful when using this feature as it can harm your rankings on its SERPs.

Another way to remove harmful links is to send a link removal request to the website where you found the backlink.

3. ‘Give-and-take’ of guest posts

Use your industry connections to guest post on other businesses’ blogs and also include posts from experts in your niche on your website’s blog section.

Content swap arrangements deepen your relationship with other specialists in your field and help increase your site’s domain authority. 

When you’re the one who has agreed to create content for another website, do your research and invest time to write a high-quality blog post and show off your expertise. You can also include links to pages of your website to drive traffic to them.

4. Be a podcast guest 

This is a great way to build your brand authority. It’s an alternative to ‘content swap’ that generates quality links for both parties, making it a ‘win-win’ strategy.

The topic of these podcasts might address your industry’s pain points or offer and analyse tips & tricks on specific subjects.

Don’t forget to mention blog posts you’ve created and included in your website during the podcast, prompting the audience to check them out.

Based on what’s discussed in the podcasts, you can write a blog post about too, using relevant, quality keywords.

5. Promote your content on social media

Want your content to reach many people at once? Then share it across your social media channels.

It’s important to work on your Facebook and Instagram business pages and try to increase your followers. Pages that are popular in the digital world and have many shares and likes can strengthen your authority. 

Each time you generate a post online, try to add a link to your website as well as a ‘share’ button.

The whole point here is to make your social media followers visit the blog posts on your website and help you gain backlinks in a more effortless way. Of course, this will happen if your content is valuable, of high quality, and easy-to-read.

Post your content multiple times to attract more attention – but remember to change it a bit every time so it doesn’t get flagged as a duplicate. Luckily, there are post scheduling tools for social media which can help you out.

A current trend is to include shots of useful content as text into images, which get more attention and can generate more clicks and shares.

6. Get help from blogger-influencers

Bloggers who act as influencers in your niche and have a large number of followers can help you build your domain authority.

You can reach out to them to ask about their view on a topic and then group their answers in a single post. This type of post is called ‘roundup’ posts. It’s a great way to build DA, but can be quite hard to get many responses.

Here are some tips to get the support of social media influencers and bloggers:

  • Try to inspire them by sharing your company’s vision and mission – the more genuine these are, the more chances you have to get a response
  • Be creative in your communications – use images, memes, or even a video when reaching out to them for the first time
  • Engage with them by replying to and sharing their posts
  • Attend their webinars


Driving up your domain authority takes time and dedication to your link-building and social strategies.

Remember, while a high DA can help drive organic traffic, it’s not a ranking factor on its own. So, don’t get obsessed about your DA score. Instead, focus your attention on other SEO strategies, such as on-page and off-page SEO.

If you want more advice on this topic, feel free to reach out to YoYo’s expert SEO team!