DOMAIN AUTHORITY 2.0


Have you noticed a recent change to your website’s domain authority? That may be because, on March 5, marketing software company Moz introduced Domain Authority 2.0 — an update to the algorithm it uses to calculate the figure. Here, Ellie Clifford, account executive at technical PR agency Stone Junction, explains what you need to know about your website's domain authority after the new update. 

Domain authority is widely used to measure how well a website will rank in search engine results pages (SERPs). The score, which ranges from one to 100, is calculated by Moz’s algorithm, which uses artificial intelligence and machine-learning to make predictions.

What has changed?

The Domain Authority 2.0 update means Moz now uses more data to calculate a website’s domain authority. For example, as well as measuring the number of inbound links to a website, it now also looks at the distribution of inbound links, the quality of each link and the traffic each one gets.

So that it could make use of a larger, more complex set of data and perform more complex predictions and calculations, Moz has replaced its linear regression algorithm with a neural network. It has also introduced a Spam Score, to filter out suspicious websites.

What you need to know

Google is very secretive about its algorithm for determining search rankings and uses vague language when describing its updates. This means that the domain authority given to us by Moz is not an absolute measure of a website’s searchability and must only be used as an indication.

Despite Google’s secrecy, Moz makes regular updates to the way it calculates domain authority, to stay as close as possible to Google’s algorithm. Domain Authority 2.0 means you can be confident that you are getting a more accurate prediction of where your website will rank in search.

However, whether your website’s domain authority has gone up or down as a result of the update is not important. What does matter is how it now compares with your competitors’ websites. If you would like help ensuring your website’s domain authority beats that of your competitors, get in touch by e-mailing sayhello@stonejunction.co.uk or calling +44 (0)1785 225416.

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