Links & authority

Domain authority / rating

Also called: DA, DR, domain rating

Domain authority scores are third-party metrics, typically 0-100, estimating a site's link strength. They are invented by tool vendors and used by nobody at Google.

They are useful for one job: comparing candidates quickly within a single tool's index. They are misleading for almost everything else, because they are logarithmic, they compress differences at the top, they ignore topical relevance entirely, and each vendor's number is incomparable with the others.

The damage they do is in link buying, where a high score becomes the only criterion and sites engineer the metric deliberately. A relevant link from a site scoring 25 in your industry is worth more than a generic link from a 70, and no score will tell you that — reading the site will.

Related terms

Guides on this subject

  • Link building in 2026: what still works and what is now risk

    A buyer's guide to backlinks: what a link really signals, which acquisition methods hold up, the true risk profile of paid links, and how to audit what your provider delivers.

  • How to choose SEO software

    Rank trackers, crawlers, all-in-one suites, AI visibility trackers: how to map your real needs, judge data quality, avoid overpaying and pick tools that earn their subscription.