As a B2B company, becoming a powerful figure in SERP offers an advantage over competitors. A sound, thriving online presence is like a freshly picked summer tomato—ripe and sweet. Prospective clients see your success and want a taste of that tomato, too.
But, how do you achieve this status? What tricks get you closer to the top?
Here is where domain authority comes into play. The higher your score, the higher your esteem. Websites with desirable DA attract quality traffic, translating to increased conversation rates and partnership opportunities.
Below, we’ll define domain authority in more detail and what steps can help you boost scores.
So, What Does Domain Authority Mean Anyway?
Domain authority (DA) is a score indicating how likely a website is to rank on search engine results (AKA SERP). Moz, a leading SEO service provider, developed the measurement based on their Link Explorer web index data. Scores range between 0 and 100—higher numbers suggest expertise, credibility, and character.
While Google doesn’t necessarily regard DA as a ranking factor, scores reflect aspects that Google does consider. For example, as we’ll explore below, positive SEO efforts boost DA, thus indirectly improving SERP visibility.
But, What Is a Good Domain Authority? Are There Bad Scores?
Domain authority scores aren’t necessarily good or bad. Instead, they’re either high or low. Think of your rating like a report card. As in school, above 60 equals a passing grade—60 and below means…room for improvement.
Regardless, every brand-spanking new website starts at a DA of 0. Gaining just one point is a milestone to celebrate! Rising in the ranks is no easy feat and requires a strong SEO strategy. So, avoid labeling your website as “good” or “bad” based solely on domain authority. Great things come to those who stay consistent and faithful!
How Can I Check My Score?
Numerous websites offer a Domain Authority Checker. These tools are easy to use, and you can find out your score within a few seconds. Ahrefs, Moz, and Semrush are just a few trustworthy options to consider. Most offer these services for free, so don’t hesitate to conduct test runs! The results may vary, but you’ll generally receive a similar score across platforms.
Is Domain Authority Still Relevant in 2024?
Yes, domain authority is incredibly important in 2024, despite the many fears about SEO being dead. For starters, a high DA increases the likelihood of ranking higher than low-scoring competitors in search engines. Additionally, you attract attention from other credible sources, opening a world of opportunities for collaborations, mentions, and backlinks.
An increased DA also provides insight into the success of your SEO strategy. When combined, background tasks (e.g., writing quality content, providing useful education, targeting pertinent keywords, etc.) foster the expertise that underscores domain authority. Essentially, you’re doing something right if your rating improves over time.
Cultivating Domain Authority as a B2B Brand
Generating leads and interest as a B2B company requires a multifaceted marketing approach. But, no strategy is complete without a plan for boosting domain authority. You can have a stellar content catalog and still fall behind competitors because of a lower DA score.
Here are six ways to improve your domain authority:
1. Focus on Quality, Not Quantity
Domain authority doesn’t grow independently. You have to put in the work to see success. Reputable backlinks come with consistently relevant and grade-A content. Plus, Moz favors people who prioritize the quality of their posts. They certainly don’t appreciate those who operate more like an assembly line than an educator.
Instead of becoming just another cog in the machine, see content creation as an extension of your values. If you were a reader, what would you want to gain when visiting a website? What current industry topics are especially interesting, helpful, or thought-provoking? What solutions would you benefit from most as a business? Put forth what you want to receive and the authority will follow.
2. Collaborate With Other Industry Leaders
Working alongside fellow businesses is a terrific way to establish trustworthiness. Maybe you’re familiar with the old proverb, “Show me your friends and I’ll tell you who you are.” This premise translates beautifully to SEO.
In the eyes of Moz, when authoritative figures associate themselves with someone, that person must be of an equal or higher status. Thus, the influence industry leaders hold transfers to you, nurturing your growth and development.
The benefit here is you have numerous paths to pursue. Any media outlet is your oyster for collaboration, from interviews and guest articles to podcast episodes and video segments. Just don’t let these gold mines go to waste! Be sure to share this content on different platforms to maximize linkage opportunities.
3. Utilize Multiple Media Outlets (Including Print!)
Take every opportunity to get backlinks. The more places you publish content, the higher the potential for being noticed. Create a LinkedIn newsletter, post educational YouTube videos, guest-star on podcasts, and write articles for your website. Anything with a URL is linkable!
Print media is also important for facilitating both in-person and online authority. Let’s say you bring a branded magazine to an industry convention. You include a link to the downloadable PDF version on your website for on-the-go access. Other attending businesses love the piece and reference the cover story in their own content using that link. Now, that’s what I call a win-win backlink strategy.
4. Update Older Content
Domain authority isn’t time-restricted. Imagine DA as an omnipresent force, something that encompasses the past, present, and future essence of your website. This concept may sound a little woo-woo but is actually quite simplistic.
Basically, Moz calculates domain authority by examining your entire website—from the first article post to the last. You may have forgotten about that one crappy blog from 2012, but Moz has everything neatly filed away for safekeeping.
Here is why updating your content is critical to domain authority. Incorrect or low-quality media can harm your reputation and, consequently, your DA. Furthermore, a negative user experience due to broken links, inconsistent design, outdated information, or cluttered CTAs deducts additional points.
So, make a point of conducting regular website audits to pinpoint problem areas that need immediate attention. In the end, these efforts can 1.) boost domain authority, 2.) drive attention to your site, and 3.) enhance your overall online presence.
5. Analyze Your Competition
A competitive analysis can illuminate new avenues for building domain authority. Start by digging into their backlink strategy—really get your hands dirty. Look for high-DA websites where they’re mentioned. Ask yourself, “Can I find similar opportunities? If so, how?”
Next, explore the topics they target in articles, social media posts, or printed media. Identify the niche challenges they address and the quality of their solutions. Brainstorm what makes their content more relevant and useful than yours.
In some cases, even the simplest elements can impact how Moz determines your DA. Perhaps your competitors have a strong on-page format composed of well-crafted headers, meta descriptions, and appropriate alt text. Based on their strengths, take note of areas to improve your website to better align with best SEO practices.
6. Differentiate Between The Good, The Bad, & The Ugly Backlinks
Backlinks—we love them, we hate them. We want them, but we must be picky when building a backlink profile.
Much of your domain authority score stems from high-authority backlinks. Moz looks for websites that hold some level of online credibility and trustworthiness in their niche industry. When bots see a link to your content on a spammy, questionable, or unrelated site, they immediately think, “Ew, this guy is a total dud.”
While some backlinks are obviously very “ugly” (e.g., when a competitor creates spam links to lower your scores), others are simply mediocre. A “bad” example could include being referenced on a low-authority website or directory. Either way, your rating can drop drastically if these links accumulate.
Conversely, having multiple backlinks from fellow market peers and influential figures demonstrates value. These well-established entities endorse you as a reputable source of information, service provider, or researcher. Naturally, your domain authority scores soar when bolstering your portfolio in this way.
What If My Domain Authority Drops?
Your domain authority will fluctuate, whether in an upward or downward direction. Sometimes, even your best efforts simply don’t translate into a higher score. But, don’t be dismayed. Various aspects affect DA, and your actions may not even correlate with a decreased rating.
For instance, DA scores are significantly affected when high-authority websites receive a sudden wealth of reputable backlinks. Why? When their DA suddenly shoots through the roof, the scales shift in their favor—meaning your score may sink as a result.
These instances are unavoidable but disheartening nonetheless. However, they are generally short-lived. Moreover, Moz needs time to recognize and index backlinks, so those backlogged references and collabs may soon prove fruitful. In the meantime, you should continue focusing on improving your score.
Here are some things to try if your DA score drops:
- Conduct an audit to remove negative backlinks
- Continue posting awesome, relevant content
- Optimize your website for navigation and mobile capabilities
- Improve page loading speeds
- Keep seeking high-quality backlinks
In Conclusion
Domain authority may seem like a tricky, finicky metric to tackle. However, potential clients appreciate brands deemed reputable knowledge sources in SERP. Stay motivated in developing your SEO, content creation, and marketing strategies—with time, you’ll see positive results!