Why Domain Authority is Important for your Business Website

If you are a digital marketer, you are no doubt aware that your website is your business window in the deep digital space of the Internet. If your website does not command a respectable domain authority, it is seriously handicapped as a business outlet on the Internet. A good domain authority enables the site to appear high on search engine results pages (SERPs). If your website manages to make a top spot on SERPs, it becomes easier for users to find the site and more likely to click on it and do business out of it. That is why most digital marketers really crave a high search ranking for their business websites and a good DA helps that process.

So, if you really want to easily beat out your competitors and rise through search rankings, you must do something about your domain authority. One of the most important factors that impact the search ranking of your website is its domain authority (DA). This you can always work on by deliberate efforts to improve upon.

But first, you must fully understand exactly what Domain Authority is. Domain authority is a scientific marketing metric first developed by Moz but is now widely used by many SEO tools. The results come in form of numbers as ratings. Why exactly is this rating important to website owners? Well, it appears to be a great tool that helps website owners/administrators to predict where their website will appear on SERPs. DA is based on a range of factors that help determine how high a site is likely to appear in the search rankings. When a website ranks high on SERPs, it benefits from higher web traffic. That web traffic is organic traffic which is about the best quality traffic a website can benefit from. DA helps too to drive higher click-through rates (CTRs), more leads, higher conversions and even more sales.

Thus, digital marketers deftly use DA to improve the overall performance of their websites in comparison with competitors even though it may not on its own stand as an absolute metric for the search engine performance of their websites. What really works in favour of DA however is that as website owners through SEO start to tick the boxes of factors required by Google to give their websites top spot on Google SERPs, it also helps the DAs of their websites. The most important of these factors include:

1. Search Engine Optimization, SEO: A special preparation/arrangement of content across your domain and how well optimized it is for search engines.

2. Backlinks: Both the quantity and quality of backlinks are very important here. These are links to your website from other websites. The quality of backlinks is determined by the authority of the domains they are linked to.

3. Social Signals: This is the buzz of your website on social media. It depends on how much the content/pages in your domain are being shared and interacted with on social media platforms.

4. Technical Ranking Factors: These are factors dependent on your website design and layout. They relate to its page loading speed, aesthetics, user-friendliness, internal linking structure, and mobile-friendliness.

Last Line

Professional marketers use DA calculators to collect DA metrics then compare and use the results to rank and compare domains within the same niche/industry. These metrics usually apportion a score out of 100. The nearer a score is to 100, the higher the DA of the website. Smart marketers always keep an eye on that score to ensure it is higher than their competition. The reason is rather obvious. Deliberately working on your website to improve its DA therefore becomes a very good digital marketing technique.